The UAE's leadership and its local response to the COVID-19 pandemic, along with the UAE Mars Mission, have contributed to the country advancing to 17th place globally in the World Soft Power Index.
With an overall index score of 48.4 out of 100, measured across several pillars, the UAE has significantly improved. In governance, it ranks 18th globally, 19th in education and science, and 24th regarding people and values. Additionally, the UAE is 9th in global media attention, an increase of eight spots from last year. The report indicates that the improvement in governance is mainly attributed to increased political stability, as the general public rated the country highly for its leadership, safety, and ethics. The index ranks the UAE 7th in the category of "Respected Leaders," up by seven positions from last year. The UAE also achieved high rankings for ease of doing business (3rd globally), leading technology (9th), though it remains uncertain in diplomatic circles.
Model Response to COVID-19
The UAE's management of the pandemic placed it among the top 15 countries in the world, all regarded as role models in crisis management. The facilitation of international aid and the extensive vaccination campaign received wide acclaim in the index. The report noted that countries with strong governance performed best in response to COVID-19, with New Zealand, Switzerland, Japan, Canada, and Germany among the top five.
Mars Mission
On another note, sending the first Arab-made spacecraft to Mars helped the UAE leap five points in the education and science pillar. Professor Arthur Petersen, a professor of science, technology, and public policy at University College London, stated, "The UAE can now be considered among the global powers in space engineering with its successful entry of the Hope Probe into Mars on February 9, 2021. Media worldwide were flooded with images and stories about this recent success." He added that "the technological leap compared to other countries, along with the ability to develop local Emirati capabilities to execute such missions, not only contributed to the UAE's understanding of itself as a nation investing in its capabilities but also led to global admiration."
Professor Petersen observed that the UAE's reputation in the international space community has "significantly grown" and is now seen as a trusted collaborator in future international programs. Andrew Campbell, Managing Director at Brand Finance Middle East, praised the UAE Mars Mission as a clear example of the nation punching above its weight, competing with heavyweight global players like China and the United States, and forming a crucial part of the country's journey to diversify its economy and become a new central hub for science and technology.
Increasing Influence
The level of the UAE's influence has risen to 12th in the world, significantly higher than most other countries of similar size, surpassing Saudi Arabia in this measure this year. Its recent decision to establish diplomatic relations with Israel—the first Gulf Arab state to do so—has increased its ranking in influence and familiarity. Numerous global brands in the country have helped drive transformation across all its industries. The report highlighted the innovation of the Abu Dhabi National Oil Company in sustainability, its position in DP World as a leader in logistics, and Emirates Airlines as a successful global airline.
