This article was originally published in the Brand Finance Global Soft Power Index 2026
In a year marked by global volatility and declining trust, the UAE has maintained a top 10 position in the Global Soft Power Index while many major nations have seen sharp declines. What do you see as the key factors behind the UAE’s consistency and credibility on the global stage?
Chairman,
UAE Government
Media Office
Today’s world is an uncertain place, marred by geopolitical jostling and more open conflicts than we have seen since World War Two. Recessionary pressures are undoubtedly building in many parts of the world and a lot of people are finding the future increasingly unpredictable. In that difficult global environment, the Emirates is increasingly seen as a safe haven for investment, but also for people to build global enterprises based on a sound and stable financial, economic and regulatory environment.
The Emirates has grown to be a major global locus for international trade, finance and logistics. Every year over 150 million people pass through our airports and we are home to the world’s largest international airline, busiest airport and largest man-made harbour.
At the same time, our doors are open, a country where people from around the world come to pursue their dreams, innovating, creating and thriving in security, tolerance and peace. The message is consistent and clear: you can bring your ideas, your aspirations, your talent to the Emirates and we’ll help you turn them into concrete reality on a global stage.
The UAE continues to rank among the world’s leading nations for Business & Trade, with standout performance in ease of doing business, future growth potential, as well as economic strength and stability. How is the UAE using these strengths to reinforce its position as a global hub for trade, investment, and talent?
The Emirates has maintained a sharp focus on economic growth and diversification and has pursued a clearly stated goal of targeting global markets and partnerships. The large number of CEPAs, comprehensive economic partnership agreements, we have entered into over the past five years is testament to that, and has also clearly shown that these agreements bring enormous mutual benefit and directly impact not only trade volumes but also diverse economic opportunities.
Our strong growth in trade, particularly in the non-oil sector, has underpinned our taking a position among the world’s top exporters and importers.
We’re trading with the world: not just in moving goods, but offering ideas, people, talent and expertise.
How has the UAE’s soft power played a role in attracting new investment and talent?
We’ve been unequivocal in our message that the Emirates is open to anyone with an idea, a dream, with ambition and talent. And we’ve been just as clear that we want to work with innovators and creatives, researchers and startups to turn their ideas into reality, to scale their ambitions and help expand businesses to global scale. That’s a very straightforward invitation and it’s not a campaign slogan, but a genuine reflection of what this country offers.
In a world where people are being encouraged to reject the ‘other’, to push against immigration and resort to protectionism, we stand for quite the opposite. We want you here, we want your talent, we want you to thrive. We offer zero income tax, a secure and tolerant environment, ease of doing business, consistent governance, clear regulation and an investment environment second to none.
