The United Arab Emirates has ranked 10th globally in a report measuring the soft power influence of 193 nations, which is notably impressive given its position of 27th by GDP, 86th by population, and 116th by geographical area. This ranking places the UAE ahead of its Gulf neighbors, with Saudi Arabia at 20th, Qatar at 22nd, Kuwait at 40th, Oman at 49th, and Bahrain at 51st. The renewed interest in the region, sparked by a recent visit from U.S. President Donald Trump, has brought attention back to the Soft Power report first published in February 2025.

Soft power, a term that refers to the ability of a country to influence others through attraction rather than coercion, has gained importance in today’s world, where conflicts often lead to geopolitical isolation. Jolyon Kimble, chief growth officer for the MENA region at global advisory firm APCO, noted that rising middle powers like the UAE strive to play significant roles in important diplomatic scenarios.

The report was conducted by Brand Finance, a brand evaluation consultancy, which surveyed over 170,000 respondents across more than 100 countries. The managing director for the Middle East, Andrew Campbell, emphasized that the methodology behind ranking a nation’s soft power is inherently complex and nearly intangible. Key indicators included a nation’s recognition, reputation, and perceived influence.

The findings indicate that the UAE is viewed as holding the 10th most soft power globally, a significant achievement as many Middle Eastern nations have struggled to enhance their soft power in recent years. The UAE, however, has managed to improve its rank by five places in 2023 and has maintained this position. Campbell remarked that despite being a relatively small economy, the UAE has consistently exceeded expectations in soft power.

The UAE Soft Power Strategy was launched in 2017 to improve the country’s global reputation, with a focus on making it easier to do business. This effort has paid off, as the UAE ranks second globally for business ease. Campbell pointed out that the UAE’s strategic focus on its global image has been a key factor in its success.

Trump’s recent visit, the first by a U.S. President in 17 years, could potentially improve the UAE’s ranking in future reports. Campbell mentioned that while this visit will increase the UAE’s visibility, the ultimate impact will depend on the outcomes of the agreements made during the trip. One of the significant announcements made was the establishment of an Artificial Intelligence campus, which Kimble highlighted as a major development.

Mohammed Soliman, a Senior Fellow at the Middle East Institute, stated that the UAE’s use of AI is not just about economic growth but also about shaping global perceptions. He remarked that the UAE aims to position itself as a key player in the global AI landscape, distinguishing itself from China and the U.S.

While other Gulf countries like Qatar and Saudi Arabia also aspire to enhance their reputations, they seem to be lagging behind the UAE, which started its soft power initiatives earlier and has navigated the associated challenges more effectively. The UAE’s swift response to the pandemic has also contributed to its positive global perception. The significance of soft power as a geopolitical tool is increasingly recognized as nations strive to attract attention from key global narrative influencers.