Join us on Wednesday, 19th February, for an engaging first day at the Global Soft Power Summit 2025, dedicated to best practice sharing and peer-to-peer learning among nation brand leaders. Explore dynamic breakout sessions designed to foster insightful discussions, expert panels, and engaging content, all centered around this year’s theme: Responding to the Decline of Globalization. Sessions will cover key topics such as trade, strategy, tourism, sustainability, and innovation, providing valuable insights into the factors shaping global influence and reputation.
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Welcome Address
09.00 - 09.15, Gielgud Room
- David Haigh, Chairman & CEO, Brand Finance
Opening Remarks: How Soft Power Can Drive Economic Growth
09.15 - 09.30, Gielgud Room
- Rose Wangen-Jones, Managing Director of Marketing, Destination & Commercial, London & Partners
Plenary Session: UK Soft Power Council
Shaping Strategy and Global Influence
09.30 - 10.15, Gielgud Room
Established in January 2025, and chaired by the Foreign and Culture Secretaries, the UK Soft Power Council will advise the UK government as it puts together a new soft power strategy, bring momentum to campaigns and broaden the reach of the biggest soft power and foreign policy moments in the global calendar. It includes some of the leading thinkers and doers across international policy and soft power sectors. This session will give you an opportunity to hear about the aims and objectives of the Council and the vision and perspectives of some of its members.
- Sara Pantuliano, Chief Executive, ODI Global
- Dr Linda Yueh CBE, Fellow in Economics at St Edmund Hall, Oxford University, & Adjunct Professor of Economics at London Business School
- Tom Kiehl , Chief Executive, UK Music
- Catriona Laing CB, Senior British Diplomat and Senior Responsible Officer for Soft Power at the Foreign, Commonwealth and Development Office
- David Haigh, Chairman, Brand Finance (Moderator)
Breakout Session: Trade Promotion - Pakistan High Commission
Khadijah - Local to Global. A Program for Women in International Trade
10.15 - 11.00, Olivier Room
The Khadijah Program empowers Pakistani women entrepreneurs to become their nation's ambassadors by integrating their businesses into global trade. Through tailored training, digital skill-building, and global networking, participants gain the tools to scale internationally, showcasing Pakistan’s entrepreneurial talent and cultural heritage on the world stage.
Aligned with Pakistan’s economic goals and the UN Sustainable Development Goals, the program received the WTO's 'International Prize for Gender Equality in Trade' for highlighting and growing the role of women in business. Join us to explore how targeted support of women entrepreneurs can shape the future of trade, drive inclusive growth, and boost economic diplomacy.
- Dr Samina Zehra, Economic Minister, Pakistan High Commission in London
- Dr Misbah Khatana, Founder, Khadijah Women Global Trade Network
Breakout Session: Cultural Diplomacy - Ministry of Foreign Affairs of the Republic of Poland
Fostering Collaborations Across Borders. UK-Poland Season - Case Study
10.15 - 11:00, Gielgud Room
A discussion on why soft power matters and how cooperation between nations can foster its development. The panel will delve into the workings of the UK-Poland Season and the meaning of coming together for the mutual benefits of cultural collaboration.
- Henryka Mościcka-Dendys, Undersecretary of State, Ministry of Foreign Affairs of the Republic of Poland
- Olga Brzezinska, Deputy Director, Adam Mickiewicz Institute
- David Elliott, Head of International Seasons, British Council
- Paulina Latham, Head of Visual Arts & Music, Polish Cultural Institute in London
- Konrad Jagodzinski, Place Branding Director, Brand Finance (Moderator)
Breakout Session: Research & Strategy - Swedish Institute
How can country image data feed into strategic communication and promotion?
11.30 - 12.15, Olivier Room
Country communication and promotion should ideally build on analysis, but common obstacles are lack of data, time and sometimes skills. During this workshop The Swedish Institute (SI) will share experiences and key take aways from combining perception data and media monitoring in analysing the image of Sweden – in dynamic times – as well as providing strategic and operational insights to Sweden communication and promotion activities.
- Sofia Bard, Head of Unit, Sweden Image Analysis Unit, Swedish Institute
- Cecilia Andrae, Senior Adviser, Sweden Image Analysis Unit, Swedish Institute
Breakout Session: Tourism Attraction - China National Tourist Office, London
China's Tourism and Modernization with Chinese Characteristics
11.30 - 12.15, Gielgud Room
Explore how China’s tourism and its modernization drive are mutually reinforcing with each other. This session will highlight the impact of the reform and opening-up policy on living standards and international travel for Chinese citizens.
Discover how China's approach to modernization differs from the Western model and how it positions the country as a top global tourism destination, fostering meaningful exchanges.
Join us for an insightful discussion on tourism, modernization, and sustainable development in one of the world’s fastest-growing industries
- Zhang Li, Director, China National Tourist Office, London
- David Haigh, Chairman & CEO, Brand Finance
Breakout Session: Research & Strategy - Enterprise Estonia
Leveraging image surveys and AI for tailored strategy and messaging
12.15 - 13:00, Olivier Room
Estonia is a global leader in digital innovation. Known globally for our e-governance and e-residency program, Estonia also boasts the highest number of unicorns per capita. This session gives an insight into how the Brand Estonia team refreshed its nation's brand positioning and messaging, using global image surveys, like the Global Soft Power Index, and what digital tools it developed to make the Estonian storytelling easier and more tailored to the audience.
- Kata Varblane, Director of Country Promotion, Enterprise Estonia
- Carl-Ruuben Soolep, Head of Brand Content, Country Promotion, Enterprise Estonia
Breakout Session: Tourism Attraction - VisitBritain / VisitEngland
Lights, Camera, Destination: How Film and TV Can Drive Tourism
12.15 - 13.00, Gielgud Room
Explore how film and TV productions transform destinations into iconic tourist hotspots and bolster Britain’s global influence. This panel will uncover the powerful link between cultural assets, destination branding, and inbound tourism. VisitBritain research reveals that 7 in 10 UK visitors explore film and TV locations during their trips, and 9 in 10 potential visitors are interested in doing so.
Join industry leaders to discover strategies and success stories showcasing the impact of film and TV on shaping perceptions, attracting visitors, and elevating Britain’s appeal as a top destination.
- Patricia Yates, CEO, VisitBritain/VisitEngland
- Neil Rami, Chief Executive, West Midlands Growth Company
- Andrew van der Feltz, Global Senior Director of Business Development, Expedia
- Adrian Wootton, Chief Executive, Film London
Plenary Session: Presentation from Thomas Kozlowski, Initiator of the Jump for the Planet Project
13.45 - 14.00, Gielgud Room
The goal of Project JUMP FOR THE PLANET's partnership with global social media is to directly broadcast the skydive from space to hundreds of millions of people who will watch this unusual event. The mission, however, is all about using this extreme moment to send a message to humanity about the importance of our actions in protecting a planet that still has a chance to be a safe home for future generations at risk. The Soft Power Summit provides a unique opportunity for all nations to unite in an unprecedented way in the fight for the greater good, also showing that they understand that it takes doing something crazy today to stop the madness!
More than 40 years ago, shipyard worker Lech Walesa started the Solidarity revolution against the communist regime in isolated Poland. Today, as an internationally respected Nobel Peace Prize Leaureate and former President of Poland, he is a patron of Project JUMP FOR THE PLANET believing that Tomasz's crazy idea is the way to build a better tomorrow for our children."
- Thomas Kozlowski, Initiator of the Jump for the Planet Project
Breakout Session: Brand Valuation - Brand Finance
The Link between Brand Perceptions and Economic Performance
14.00 - 14.45, Olivier Room
This session will explore how nation brand perceptions shape economic outcomes, focusing on the ISO-certified methodology that has underpinned our longest-running nation brand valuation study since 2005. During this session we will provide you with data-driven insights on how strong and reputable nations drive foreign direct investment (FDI), tourism, and economic diversification.
The session will also highlight recent enhancements to the study, demonstrating how segmented industries' performance can be directly linked to nation brand value contribution. Drawing on over two decades of expertise and partnerships with governments and organisations this session will showcase the latest iteration of the Brand Finance Nation Brands global rankings, recent case studies, and real-world investment impact to help policymakers leverage brand valuation for strategic decision-making and economic growth.
- David Haigh, Chairman & CEO, Brand Finance
- Artur Bryzghalov, Place Branding Manager, Brand Finance
Breakout Session: Sports Branding - Brand Finance & Partner
Sport and Soft Power: Harnessing Icons to Shape Nations
14.00 - 14.45, Gielgud
Dive into the powerful intersection of sports and influence! Explore how nations and place brands can leverage the star power of sporting brands to drive commercial success, build cultural bridges, and transform global relationships. Uncover actionable strategies to connect sports with the public, governments, and international audiences in impactful ways.
- Tim Ellerton, Commerical Director, British Olympic Association
- Professor Dr Grant Jarvie, Chair and Director, Academy of Sport, University of Edinburgh & Visiting Presenter, University of Toronto
- Dr Lin Sambili, Advisor for Sport Development & Peace, The Commonwealth Secretariat
- Scott Moore, Sports Services Senior Consultant, Brand Finance (Moderator)
Breakout Session: Innovation Economy - King Faisal Specialist Hospital & Research Centre / Mass General Brigham
The Role of Leading Healthcare Institutions in Championing a Nation's Innovation Credentials
14.45 - 15.30, Olivier Room
Innovation is a key driver of Soft Power, as it has an influence on all stakeholders, whether looking to visit, study, work, invest or trade with a nation. Healthcare is one of the most international industries a nation can focus on to build a reputation for innovation, as top institutions exchange academics, doctors, research, and clinical techniques across borders. This panel discussion with the managers of top-ranked hospitals around the world will explore how they have contributed to, maintain, and benefit from their nations' strong innovation credentials.
- Muhannad Abdullah Kadi, Chief Corporate Communication & Marketing Officer, King Faisal Specialist Hospital & Research Center
- Mark Bohen, Chief Marketing & Communications Officer, Mass General Brigham
- Professor Andrew Taylor, Director of Innovation, Great Ormond Street Hospital
- Hugo Hensley, Valuation Director, Brand Finance (Moderator)
Breakout Session: Sustainable Development - Brand Finance & Partners
Sustainability as a Driver of Soft Power
14.45 - 15.30, Gielgud Room
Sustainability has a notable effect on how nations build and exercise Soft Power. As geopolitical conflicts, challenging economic conditions, and domestic political environments change, the extent to which sustainability is prioritized can fluctuate, too. In this session, we will discover the latest sustainability-related findings from the Global Soft Power Index research, including which nations are perceived to be most committed to sustainability and how important sustainability is in shaping Soft Power in 2025.
- Adriana Acosta Rivas, Director of Communications, Marketing and Nation Brand, essential COSTA RICA
- Ewan Topping, Senior Partnership Manager, The Ocean Cleanup
- Sarah Cook, Head of Environment Programme, UN Global Compact Network UK
- Robert Haigh, Strategy & Sustainability Director, Brand Finance (Moderator)
Plenary Session: The Summit of First Ladies & Gentlemen Global Platform
Gender Equality as the Foundation of a Modern Society - The Role of Soft Power Leaders
16.00 - 17.00, Gielgud Room
A panel discussion on how First Ladies and Gentlemen can support social change through their advocacy and initiatives.
- Dr Aleš Musar, First Gentleman of Slovenia
- Mellisa Santokhi-Seenacherry, First Lady of Suriname
- Artur Bryzghalov CFA, Associate Director, Brand Finance
- Annie Brown, Valuation Director, Brand Finance
Global Soft Power Awards with Fireside Discussion
16.45 - 17.15, Gielgud Room
- Alberto Groff, Minister and Deputy Head of Mission, Embassy of Switzerland
- David Haigh, Chairman & CEO, Brand Finance
Networking Reception
17.15 - 18.00, Redgrave & Burton Room