The UAE’s soft power strategy is a cornerstone of its vision for stability, security, and maintaining good relations with other states. This approach also helps the UAE excel in the strategic sectors, ultimately contributing to its prosperity and increasing its global significance.
The contemporary rise of the Gulf states, not only on a regional but also on an international scale, leads to the conclusion that the list of subjects to be discussed constantly expands and adds new insight into specific cases. As the influence of traditionally dominant powers such as the United States is perceived to be gradually diminishing, other actors are stepping up and gaining more recognition. The fact that countries like Qatar, the UAE, and Saudi Arabia and their international activities are at the center of attention proves that their role has become decisive. Claiming that America’s presence in the region has weakened in recent years does not mean it will disappear entirely – this is evidenced by President Joe Biden’s administration’s assurance of preserving its dominant role in the region. Today, Donald Trump is returning to the international political stage in times of intensified global competition, and it remains to be seen how his decisions will affect regional affairs. This, in return, puts the future of the Middle East relations with global powers and its stability into question.
This article, however, is not about the US foreign policy towards the region; instead, our focus will be on the UAE’s building influence capacity through soft power tools. This topic is increasingly relevant and continues to draw significant interest. Although the use of hard power can be an integral tool in the conduct of foreign policies, there is also often talk about soft power, which, according to the definition, refers to the ability to influence others without using coercive pressure. In this case, force is excluded, and other variables, such as culture and values, come into place instead. States very often attract the broader public with attractive cultural diplomacy or other specific strategies that eventually contribute to strengthening their position regionally and internationally. The UAE possesses capabilities that enhance its national brand and create favorable conditions for doing business, which is one of the key factors supporting further development.
Strategies and their Impact on Doing Business and Building a Positive Image
Authorities in Abu Dhabi have presented a wide range of strategies regarding the use of soft power with the aim of increasing its role on the international stage. Not only are they visible in theory, but also in their actions. The core strategy was presented in 2017 under the name “UAE Soft Power Strategy.” According to the source, there are four objectives that encompass social, economic, and religious aspects. The UAE has a coherent vision for its rapidly growing sectors, such as science, finance, and space. It also aims to become “a regional capital for culture, art, and tourism” and is willing to be perceived as a state open to people of all religions. Along with objectives, there are six pillars that complement the vision, i.e., humanitarian diplomacy, economic diplomacy, cultural and media diplomacy, etc.
The result of the implemented strategy is an increase in the UAE’s position in the Global Soft Power Index – this year, the country ranked 10th for the second time as the only Middle Eastern country. Abu Dhabi progresses in the following indicators: “Strong and Stable Economy,” “Generous,” “Influential in Diplomatic Circles,” “Leader in Technology and Innovation,” “Safe and Secure,” “Sustainable Cities And Transport,” “Business and Trade Image,” “Internationally Admired Leaders,” ‘Affairs I Follow Closely.” UAE’s neighbors – Saudi Arabia and Qatar – have also recorded improvement in a few fields, ranking 18th and 21st, respectively.
“The Principles of the 50” serves as another example of embarking on a path that leads toward the accomplishment of the core strategies of the UAE. These principles are chiefly based on peace, stability, investing in human capital, and economic development, all embedded in the core values that the UAE preserves. A manifestation of the Emiratis’ ambition is yet another vision that is currently being realized, namely the “We the UAE 2031”. Divided into four pillars, it also aims to deliver the core principles of Emirates’ policy and shape the UAE’s future standing on the international stage. One of them, “Forward Diplomacy,” indicates that the UAE strives to “lead global dialogue” in crucial areas such as peace, stability, and tolerance. Their humanitarian efforts, which also play a part in their foreign policy, are key factors contributing to the Emirates’ national branding.
Where does the UAE Fare Well?
There are many areas in which the Emirates aspires to become a leading state in the future in accordance with their national plans. However, the task seems challenging since all Gulf states pursue their visions, making the environment even more competitive. Regardless of that, it is possible to identify key sectors where the UAE excels, but it should be noted that for this article, only three were distinguished, while many more can be listed.
Economy: Foreign Direct Investment, Doing Business
The UAE is considered to be one of the fastest-growing economies in the Gulf. Diversification remains the pillar of the Emirates’ economic strategy, gradually reducing its reliance on natural resources. While the UAE is placed 5th globally in terms of the biggest proven oil reserves, its authorities have decided to look for other, forward-looking sectors. According to government sources, the UAE seeks to strengthen its position in the business and finance sectors. In the report “Doing Business 2020” we find that the UAE is ranked 16th in the world on the ease of doing business and 1st in the Middle East and North Africa region. When assessing which factors contribute to the allocation of foreign capital, we should specifically consider internal stability, clear and transparent rules for potential investors about the domestic market, and consistent foreign policy strategy. Without providing basic conditions for any kind of investment, the chances of broadened business cooperation are fewer.
It is worth noting that foreign direct investment (FDI) can be a chief driving force in the economy. As Crupi and Schilirò state in their paper, authorities in Abu Dhabi are actively seeking to attract FDI in strategic sectors, i.e., high technology, research and development, or artificial intelligence. In addition, the UAE is making similar efforts in trade and renewable energy. The UAE Ministry of Economy reports that the state is taking the lead in receiving FDI (2021) in the MENA region, which supports the previous arguments regarding the appeal of the Emirati market.
Foreign Aid
Providing assistance in emergency situations is one of the pillars of the UAE’s foreign policy. According to sources, the UAE authorities spent over $9,31 billion (2020-2022) on development and humanitarian aid, which marks the importance of funding the countries and people in need. Abu Dhabi’s humanitarian efforts were notably prominent in Yemen, Syria, Iraq, and the Gaza Strip, but these are only a few examples of such help. In the “United Arab Emirates Foreign Aid Report 2022,” we find that Asia, notably the Western region, was the biggest recipient of funds, followed by Southern Europe and Africa. The UAE was also active during COVID-19, supporting over 120 countries with necessary medical supplies. As part of their international aid efforts, the Emiratis also provided financial assistance to Ukrainian refugees during the conflict.
Aviation
Considering the fact that the UAE is strategically located, its position enables the authorities in Abu Dhabi to invest in transport infrastructure, thus transforming the UAE into a hub for travel and trade. Emirates and Etihad – two hallmark Emirati airlines – compete for a leading position in the Arab world and beyond. According to Skytrax, a website that ratesairline quality, Qatar Airways has been named the best airline in the world for 2024. Emirates ranks 3rd, following Singapore Airlines. Dubai International Airport was the second busiest in 2023, measured by the seat kilometers (passenger capacity), with over 5 million seats, just behind Atlanta Hartsfield-Jackson International Airport in the United States, which had 5,1 million seats. The stake is high since the key Middle Eastern carriers – the UAE and Saudi Arabia, with its new airline Riyadh Air- and Qatar are the region’s biggest markets and fastest-growing actors, particularly Doha. Along with world-class airlines and high-quality infrastructure comes tourism, together impacting the image of the UAE and other states.
Conclusion
Soft power in the UAE has become one of the most important tools for achieving specific domestic and foreign policy goals. The excessive use of hard power does not bode well for the future and bilateral relationships, particularly when building a strong position regionally and internationally. The UAE authorities found their strengths in forward-looking sectors, underscoring the importance of their contribution to wealth and prosperity. By creating solid foundations for the national economy, along with ensuring internal stability, the UAE became an attractive destination for the inflow of foreign capital. While Abu Dhabi faces rising competition from other Gulf states, this also serves as a driving force to excel in the sectors that bolster the UAE’s international position.
