The UAE sustained its position among the world’s top 10 nations for soft power, attributed to its diplomatic influence, a favorable investment climate, and ongoing economic diversification, according to the Global Soft Power Index 2025 released by Brand Finance. The UAE’s standing is reinforced by strong perceptions of influence (8), international relations (9), and business and trade (10).
UAE’s business-friendly environment
This year, the UAE climbed to second position globally for being ‘easy to do business in and with’, and ranks in the top 10 for ‘future growth potential’ and ‘strong and stable economy’.
The UAE has also been significantly engaged in enhancing relations between Russia and Ukraine, as well as other nations to foster global peace. This involvement enhances the UAE’s influence on the global stage and aids in uniting diverse factions for peace discussions.
Brand Finance publishes the Global Soft Power Index based on a survey of more than 170,000 respondents from over 100 countries to gather data on global perceptions of all 193 member states of the United Nations.
In recent years, Gulf nations have achieved considerable progress in soft power; however, some countries in the region are currently witnessing a slowdown in their soft power momentum: Saudi Arabia has dropped two positions to 20th and Qatar has fallen one spot to 22nd. Kuwait (40th) has decreased three ranks this year, while Oman (49th) and Bahrain (51st) show no significant improvement.
“After years of ‘soft power’ gains, Gulf nations somewhat lose momentum in 2025, with the exception of the UAE. While they remain admired for their influence and business-friendly policies, respondents from the wider Middle East, Africa, and Asia view the region less favorably than before. Most of these markets still hold Gulf countries in high regard; nevertheless, overall scores have softened, potentially reflecting a shift in sentiment,” said Andrew Campbell, managing director, Brand Finance Middle East.
U.S. maintains top position
The U.S. continues to hold its top position in the ranking with an all-time highest Global Soft Power Index score of 79.5 out of 100. Once again, it leads in the ‘familiarity’ and ‘influence’ Key Performance Indicators (KPIs), three out of eight soft power pillars, and ranks highest in 12 out of the 35 nation brand attributes.
For the first time, China has surpassed the U.K. to rank second with a score of 72.8 out of 100 — its highest-ever position. Since 2024, China has recorded statistically significant growth across six of the eight soft power pillars, and in two-thirds of measured attributes, stemming from strategic initiatives including belt and road projects, an increased focus on sustainability, stronger domestic brands, and post-pandemic reopening to visitors.
The U.K. has fallen to third place behind China, indicating a period of stagnation in its nation brand perceptions.
Read more: UAE’s GDP expected to reach $462.8 billion for the first time: Sheikh Mohammed
Launch of UAE Soft Power Strategy
In 2017, the UAE Soft Power Strategy was introduced during the UAE government annual meetings. This national action plan aims to elevate the UAE’s reputation both regionally and globally, reinforcing the nation’s status as a leader in economic, cultural, and humanitarian fields.
The UAE’s Soft Power Strategy serves as a comprehensive framework for integrated diplomatic efforts, considering crucial cultural aspects such as individual identity, heritage, social stability, political climate, cultural openness, and tolerance. The UAE stands as a global crossroads and a gateway to the Arab world, where culture and ideas merge in an atmosphere of respect and tolerance, fostering unprecedented development opportunities in the region.
The strategy is founded on four primary objectives: to create a unified direction across various sectors, including the economy, humanities, tourism, media, and science; to promote the UAE as a gateway to the region; to establish the UAE as a regional hub for culture, art, and tourism; and to strengthen its image as a modern, tolerant nation welcoming individuals from around the globe.
The strategy encompasses seven key axes that together outline the framework for the UAE’s public diplomacy: humanitarian diplomacy, scientific and academic diplomacy, national representatives diplomacy, people diplomacy, cultural and media diplomacy, economic diplomacy, and a unified identity.
Establishment of UAE Soft Power Council
In May 2017, His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President, Prime Minister, and Ruler of Dubai, inaugurated the UAE Soft Power Council. This body is tasked with expanding the country’s soft power strategy to incorporate culture, technology, humanitarian efforts, science, and economic sectors, thereby enhancing the UAE’s positive image and sharing its success story with a global audience, particularly emphasizing its unique qualities like tolerance and cultural openness.
The Council will execute a comprehensive soft power strategy for the UAE, aimed at boosting its reputation and standing both regionally and globally. It will foster collaboration between public and private sector entities through various soft power initiatives and projects, and will periodically report to the UAE Cabinet on the progress and implementation of these efforts.
