The UAE maintained its ranking among the world’s top 10 nations for soft power, thanks to its diplomatic influence, a favourable investment climate, and ongoing economic diversification, according to the Global Soft Power Index 2025 released by Brand Finance.
The UAE’s position is bolstered by strong perceptions of influence (8), international relations (9), and business and trade (10).
This year, the UAE rose to second 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'.
The UAE has also been strongly involved in improving relations between Russia and Ukraine as well as other countries to bring peace to the world. This strengthens the UAE’s influence on the global scale and helps bring different factions together on peace talks.
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.
In recent years, Gulf nations have also made major strides in 'soft power', but some of the region’s countries are now experiencing a slowdown in their momentum. Saudi Arabia has dropped two positions to 20 and Qatar has fallen one spot to 22. Kuwait (40) dropped three ranks this year, while Oman (49) and Bahrain (51) saw no significant improvement.
"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,” said Andrew Campbell, managing director, Brand Finance Middle East.
The US 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.
For the first time, China has surpassed the UK to rank second 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.
The UK dropped to third place behind China, reflecting a period of stagnation in its nation brand perceptions.
