By Prof. Tridivesh Singh Maini
Introduction
Soft power is the ability to co-opt rather than coerce (in contrast with hard power). It involves shaping the preferences of others through appeal and attraction. Soft power is non-coercive, using culture, political values, and foreign policies to enact change. According to the Global Soft Power Index brought out by Brand Finance, in February 2025, UAE was ranked tenth globally in terms of soft power. The Gulf nation did especially well in influence (8th), International Relations (9th), and Business & Trade (10th). It would be pertinent to point out that other Gulf countries – Saudi Arabia, Qatar – have also been focusing on promoting their ‘Soft Power’ in recent years. The Brand Finance Soft Power ranking however reveals that there has been a drop in the rankings of other Gulf countries.
UAE’s approach towards promotion of Soft Power
UAE is promoting Soft Power in multiple ways. This is done through the following:
Firstly, Visible Soft Power Initiatives – Tourism, Sports and Immigration related policies are brought in by the gulf nation. In terms of visible Soft Power initiatives, it has been taking initiatives for attracting tourists. It was amongst the first countries to open its borders after Covid-19 to tourists and also removed restrictions related to the same. One of the reasons for Dubai reducing restrictions was that UAE was hosting the Dubai Expo 2020 (October 2021- March 2022).
It is not just the Dubai Expo, but Dubai has also been hosting mega events including sporting events. Besides motorsports events, golf and tennis, the UAE is also emerging as an important global cricketing centre. While the Gulf nation has been a neutral venue for India and Pakistan for long – with Sharjah witnessing several nail-biting cricketing contests between India and Pakistan in the 1980’s and 1990’s. Since then other cricket stadiums have come up in the UAE. In 2021, matches of the Indian Premier League (IPL) were played in UAE. India, also, did not travel to Pakistan, during the recently held ICC Champions Trophy hosted by the latter and thus, played all its matches in UAE. Apart from hosting matches, UAE is also trying to popularise the game within the local community, with the South Asian expat community likely to play a major role.
Second, the Gulf nation is making efforts to attract talent from other countries at a time when countries in the Anglosphere are beginning to follow insular policies. It is doing so via Golden and Green Visas – which are long term residency visas. The ‘Gold Visa’ was targeted at drawing entrepreneurs from other countries, the visa also seeks to attract researchers, innovators, artists and even content creators. The Visa will thus be attractive not just for HNI’s (High Networth Individuals) but individuals with talent as well. As of now, the Golden Visa has already received a strong response from HNI’s. The Gulf nation is a favoured destination not merely for South Asians, but also Western expats and Russians.
The Gulf nation is also trying to emerge as an educational hub and attract international students. UAE is home to several Australian and western campuses and could be an especially attractive destination for students from South Asia, given its proximity. Moreover, the UAE has begun to issue long term residency visas for professionals and researchers.
Finally, UAE has also been hosting important diplomatic events and its role in key geopolitical issues can also be viewed as a tool of its Soft Power. UAE being ranked as number 9 in the International Relations context is important. If one were to look at some of the key events which UAE has hosted, they hosted the 28th UN Climate Change Conference (COP28) in Dubai from November 30 to December 12, 2023. In 2024, UAE also hosted the 13th WTO Ministerial meeting.
UAE’s stance on key geo-political issue
UAE has taken a balanced stance on the Russia-Ukraine issue, and while it was part of the Abraham Accords via which diplomatic relations were restored with Israel in 2020 it has made its views on the Palestinian issue clear. A UAE official while commenting on the issue said:
“The UAE will not participate in any plan that fails to include significant reform of the Palestinian Authority, its empowerment, and the establishment of a credible roadmap toward a Palestinian state”.
UAE has also emerged as the top aid provider to Gaza, ever since the Middle East conflict began in October 2023.
Here it would be important to mention that UAE’s neighbour Saudi Arabia which has also taken several initiatives to promote its Soft Power is also playing an important role as talks between US and Russia and Ukraine are being held in Saudi Arabia. Even talks pertaining to resolving the Middle East crisis are being held in Saudi Arabia.
Conclusion
In conclusion, UAE’s Soft Power is no longer restricted to sports, tourism or culture but has also expanded to include its diplomatic role in crucial areas. The UAE’s push on diplomatic issues along with its initiatives in the cultural sphere also highlights the changing nature of ‘Soft Power’ and the growing relevance of what is dubbed as ‘Smart Power’. Finally, several other Non-Western nations are trying to increase their influence by promoting their Soft Power.
Author’s Bio: Prof. Tridivesh Singh Maini is an Assistant Professor at the Jindal School of International Affairs. He was also a Public Policy Scholar with The Hindu Centre for Politics and Public Policy and Asia Society India-Pakistan Regional Young Leaders Initiative. He was also a former South Asian Voices (SAV) Visiting Fellow (Winter 2016) with the Stimson Centre, Washington DC.
Image source: Dubai Skyline: Must-See Buildings and Experiences — The Citrine Compass
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