The UAE holds on to top 10 position, defying regional slowdown

• The United Arab Emirates maintains 10^th rank, recognised for being easy to do business with and its future growth potential  
• Data reveals a growing divergence in Soft Power potential, as strong nations advance faster while weaker ones fall behind
• The US retains top position, but reputation declines following divisive presidential campaign, and future direction under President Trump looks uncertain
• The UK drops to 3^rd overtaken by China in the sixth annual survey from Brand Finance measuring how nations are perceived around the world

20 February 2025, LONDON – The United Arab Emirates 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 new iteration of the Global Soft Power Index by Brand Finance.

In recent years, Gulf nations have made major strides in Soft Power, but some of the region’s countries are now experiencing a slowdown in their Soft Power momentum: Saudi Arabia has dropped two positions to 20^th and Qatar has fallen one spot to 22^nd. Kuwait (40^th) drops three ranks this year, while Oman (49^th) and Bahrain (51^st) see no significant improvement.

The United Arab Emirates is an exception to this trend, bolstered by strong perceptions of Influence (8^th), International Relations (9^th), and Business & Trade (10^th). This year, the UAE rises to 2^nd position globally for being ‘easy to do business in and with,’ and ranks in the top 10 for ‘future growth potential’ and ‘strong and stable economy’

Andrew Campbell, Managing Director, Brand Finance Middle East, commented:

"After years of Soft Power gains, Gulf nations somewhat lose momentum in 2025, with the exception of the UAE. While they remain admired for their influence and business-friendly policies, respondents from the wider Middle East, Africa, and Asia view the region less favourably than before. Most of these markets still hold Gulf countries in high regard, nevertheless, overall scores have softened, potentially reflecting a shift in sentiment. Precision in Soft Power strategy investments will be key in reigniting their ascent on the global stage.”

Brand Finance publishes the Global Soft Power Index based on a survey of more than 170,000 respondents from over 100 countries to gather data on global perceptions of all 193 member states of the United Nations. Thanks to the scope of the survey, the Index is the world’s most comprehensive study on perceptions of nation brands, providing an in-depth analysis of the evolving status of Soft Power as nations navigate significant global changes and challenges. 

Soft Power is defined as a nation's ability to influence the preferences and behaviours of various actors in the international arena (states, corporations, communities, publics, etc.) through attraction or persuasion rather than coercion. Each nation is scored across 55 different metrics to arrive at an overall score out of 100 and ranked in order from 1st to 193rd.

The 2025 Index reveals a growing divergence in Soft Power potential between nations, with stronger ones - like China - advancing faster while weaker ones - like Kiribati - fall further behind. The top 10 gained an average of +0.9 points in their Soft Power scores, while the bottom 10 saw a sharp decline of -3.0 points. The same is true across broader segments - within the top 100, scores rose by +0.3 on average, while the remaining 93 countries declined by -1.2, reflecting a widening gap where gains by leading nations often come at the expense of others.

Konrad Jagodzinski, Place Branding Director, Brand Finance, commented:

“While experts previously posited that all nation brands might experience a gradual score inflation over time, the data now suggests a zero-sum game, with winners and losers. The global public’s capacity to develop familiarity with and admiration for nation brands seems finite, favouring prominent countries and those making deliberate efforts to stand out. Less familiar nations struggle to capture attention and affection in this highly competitive environment.”

The United States maintains its position at the top of the ranking with an all-time highest Global Soft Power Index score of 79.5 out of 100. Once again, it leads in the Familiarity and Influence Key Performance Indicators (KPIs), three out of eight Soft Power pillars, and ranks highest in 12 out of the 35 nation brand attributes. At the same time, the US’s Reputation has taken a hit, falling four positions to rank 15th globally, and Governance, a key pillar that underpins a nation’s Reputation, has revealed a notable decline down four spots to 10th, likely due to internal political tensions and the polarising nature of the presidential campaign, which was underway during the time of polling.

For the first time, China has surpassed the UK to rank 2nd with a score of 72.8 out of 100 - its highest ever position. Since 2024, China has recorded statistically significant growth across six of the eight Soft Power pillars, and in two-thirds of measured attributes, stemming from strategic efforts including Belt and Road projects, an increased focus on sustainability, stronger domestic brands, and post-pandemic reopening to visitors.

At the same time, the United Kingdom’s drop to third place behind China reflects a period of stagnation in its nation brand perceptions. While scores remain relatively stable, a lack of progress across key pillars – especially Business & Trade, down to 6th, and Governance, down to 3rd, are an argument that the UK should bolster its Soft Power strategy.