The United Arab Emirates has again been named among the UAE’s top ten soft power nations in Brand Finance’s 2026 Global Soft Power Index. The result — now a fourth consecutive top-ten finish — underlines the country’s rising global profile and its appeal across diplomacy, business, and culture.
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Continued top-tier placement reflects sustained policy choices
Brand Finance evaluated 193 countries for reputation, culture, governance, and influence. The UAE kept 10th place in 2026, a showing that reflects steady gains rather than a sudden surge. The report highlights strong scores for generosity and long-term economic prospects, and those numbers feel familiar to anyone tracking the country’s outward push.
Core strengths that underpin the national brand
Analysts point to several measurable areas that keep the UAE competitive. Its humanitarian contributions rate highly. So do projections for future economic growth, driven by steady policy and fresh investment. These are tangible factors, not just flattering headlines.
Regional leadership and expanded partnerships
Diplomacy, trade ties, and cultural outreach have widened the UAE’s footprint across regions. Officials seized on the ranking as proof that the country’s strategy is working. Conversations with embassy staff and business envoys in recent months suggest a similar reading: the UAE is now a trusted partner on many fronts.
Reputation gains and the economic dividend
A stable top-ten place helps in practical ways. A better reputation can boost tourism, attract investors, and make it easier to recruit skilled talent. Local industry voices say the Brand Finance result will be useful when pitching the UAE to overseas investors and event organisers.
Challenges that could temper progress
The Brand Finance report also sounded a caution. Global perceptions have dipped in a number of established powers, and that shifting landscape raises the bar. For the UAE, the hard work is to turn reputation into long-term influence — by tightening governance, deepening transparency, and keeping investment in culture and education steady.
Brand Finance’s 2026 ranking confirms the UAE’s standing as a compact but potent nation brand. Holding the top-ten position is significant; climbing higher will take continued focus and steady, sometimes unglamorous, policy work.
