Today's Edition
A.SREENIVASA REDDY (ABU DHABI)
The UAE ranks among the world’s top 10 nations for soft power, driven by diplomatic influence, a favourable investment climate, and ongoing economic diversification, according to the latest Global Soft Power Index by Brand Finance.
Brand Finance publishes the Global Soft Power Index based on a survey of more than 170,000 respondents from over 100 countries, gathering data on global perceptions of all 193 UN member states. The Index is regarded as the most comprehensive study on perceptions of nation brands.
Soft power is defined as a nation’s ability to influence others in the international arena through attraction and persuasion rather than coercion. Each country is scored across 55 different metrics, arriving at an overall score out of 100, and ranked accordingly from 1st to 193rd.
The UAE has successfully retained its 10th position in the Index, bolstered by strong perceptions of Influence (8th), International Relations (9th), and Business & Trade (10th). This year, the UAE has risen to second position globally for being “easy to do business in and with”, and it continues to rank in the top 10 for future growth potential and maintaining a strong and stable economy. The UAE improved its overall score to 60.4 out of 100 in 2025 from 59.7 in the 2024 index.
In recent years, Gulf nations have made significant strides in soft power, but some countries in the region are now experiencing a slowdown in momentum. The UAE stands as an exception to this trend. Saudi Arabia has dropped two positions to 20th, while Qatar has fallen one spot to 22nd. Kuwait has dropped to 40th place, falling three ranks this year, while Oman (49th) and Bahrain (51st) have seen no significant improvement.
Andrew Campbell, Managing Director, Brand Finance Middle East, said in an interview with Aletihad that the UAE has retained its 10th position, largely due to its strong standing in Business & Trade, International Relations, and overall Influence.
“While the UAE’s soft power remains dominant within the Middle East, nations below it such as Sweden (11th) and South Korea (12th) have both closed the gap in 2025 and will likely to offer vigorous competition for a top-ten position in the upcoming years,” Campbell said.
The UAE’s second-place ranking for ease of doing business is an indicator of how the country is perceived globally. According to Campbell, this ranking suggests that a significant portion of respondents associate the Emirates with a highly favourable business environment.
Regarding the UAE’s position in International Relations, Campbell highlighted that its 9th place ranking has remained steady in 2025, which can largely be attributed to its neutral stance and mediation efforts in global conflicts.
The 2025 Index highlights a growing divergence in soft power potential between nations, with stronger ones advancing and weaker ones falling further behind. The United States continues to hold the top position, achieving its highest-ever Global Soft Power Index score of 79.5 out of 100. China has, for the first time, surpassed the United Kingdom, ranking second with 72.8 out of 100 — its highest-ever position. Since 2024, China has experienced significant growth across six of the eight soft power pillars, as well as in two-thirds of measured attributes. The United Kingdom’s drop to third place reflects a period of stagnation in its nation brand perceptions.
Other nations ranking in the top 10 include Germany (4th), Japan (5th), France (6th), Canada (7th), Switzerland (8th), and Italy (9th).
