Policy Orbit: The Rise of Soft Power in the Gulf

In recent years, the Gulf Cooperation Council (GCC) countries have emerged as active and ambitious players in the global soft power arena. Faced with the twin pressures of economic diversification and geopolitical repositioning, these states are utilising an array of tools to reshape how they are perceived internationally. This policy brief examines how GCC countries are cultivating soft power across multiple domains and evaluates the effectiveness of these strategies in enhancing their international influence. It analyses both state-driven initiatives and their supporting ecosystems, such as sovereign wealth funds, media platforms, cultural institutions, and development aid frameworks. Through comparative analysis, the policy brief explores the divergence in soft power trajectories among the Gulf states and identifies which approaches are yielding the most credible global influence. It also offers certain strategic insights for trailing countries within the GCC to enhance their international soft power.

Read More