The UAE ranks 17 in this year’s report, gaining one position.
Global Soft Power Index 2021 by Brand Finance: Smaller countries can make significant gains in the rankings.
The UAE ranks first in the Middle East and 17th globally in the overall Index and is gaining more soft power traction with on-going policies and planned activities.
The United Arab Emirates is the Middle East’s highest ranked nation in the Global Soft Power Index, with an overall Index score of 48.4 out of 100, up 2.4 points from 2020. Climbing one spot in the Index to 17th.
2020 was a pivotal year for the young nation-channelling the spirit and vision of founder Sheikh Zayed bin Sultan Al Nahyan – in pursuing its mega growth ambitions. Perhaps most noteworthy, and an event that hit the global media by storm, was the successful Emirates Mars Mission.