Over the past few years, the Arabian Gulf countries (also known as the Persian Gulf or Arabian Peninsula), including the UAE, KSA, and Qatar, have used soft power to improve their regional and global influence. This article looks at how these countries use cultural diplomacy, education, sports, and humanitarian intervention to create a favorable image and build good relations with other countries around the globe.
The concept of soft power was first introduced by political scholar Joseph Nye, who described it as the ability to attract and influence others without force or payment (Nye, 2004). In contemporary times, the Gulf member states use soft power as a vital approach to expanding their markets and raising their international position.
How Do the Gulf Countries Practice Soft Power?
Cultural Diplomacy of the United Arab Emirates
The UAE has emerged as a major cultural hub in the Middle East through large investments in the arts, education, and tourism. This commitment is also personified by the establishment of institutions, such as the Louvre Abu Dhabi, that function as a museum of world art and as a cultural center that promotes dialogue between different civilizations.
An article by Al-Hamarneh and Rizzo (2016) demonstrates that the Louvre Abu Dhabi fosters an understanding of different cultures, making the UAE a Middle Eastern cultural hub paramount to the cultural calendar of the Gulf region.
Besides the Louvre, the UAE has many other cultural festivals and events, such as the Abu Dhabi Film Festival and Art Dubai. This has led to the lively art scene of the UAE sought after by international artists and audiences, thus making it an open and diverse society. These initiatives help enhance the UAE’s soft power as it is presented as a liberal country with a tolerance for different cultures.
In addition, the UAE’s initiatives are not limited to exhibitions; on the contrary, it has a broader cultural policy that includes the development of domestic talent and support for artistic creativity. The government has launched initiatives that help Emirati artists and creators gain international recognition. The emphasis on local talent is to cooperate with international organizations to develop the cultural life in the UAE.
The UAE’s ambition to become a cultural capital is also evident in its future projects, such as the Guggenheim Abu Dhabi and other cultural institutions. These developments are consistent with the larger objective of transforming the economy and establishing a cultural sector that is not reliant on oil. These initiatives will further enrich the cultural scene in the UAE and reinforce its role as a center for creativity and cultural interchange in the region and worldwide.
Saudi Arabia’s Vision and Global Outreach
Crown Prince Mohammed bin Salman has launched Vision 2030, a comprehensive initiative to diversify the Saudi economy while transforming the kingdom’s global perception. The vision is supported by the enhancement of cultural and entertainment sectors, one of the main components that used to be restricted even a few decades ago. The kingdom has begun opening its doors to international music festivals, sporting events, and conferences to showcase its ambition to become a new cultural hub. The Kingdom of Saudi Arabia has gained global attention as a vibrant cultural and entertainment hub through events like the MDLBEAST Soundstorm music festival and major sporting events such as Formula E, the Saudi Cup horse race, and heavyweight boxing matches.
Saudi Arabia is an entertainment hub attempting to project a humanitarian perspective. This kingdom has been among the largest donors to various international humanitarian agencies and has also been a significant contributor to relief efforts in crises in Yemen and Syria. For example, through its King Salman Humanitarian Aid and Relief Centre, Saudi Arabia has offered billions of US dollars to assist internally displaced persons and rebuild conflict-affected areas.
Indeed, as noted by Alshahrani (2021), these efforts have gone a long way in changing the image of Saudi Arabia and proving that it is a stabilizing force in the region. The emphasis on international partnerships in Vision 2030 significantly enhances Saudi Arabia’s soft power position. The Kingdom has presented its heritage and modernity by working with global cultural institutions and organizations. For instance, the Diriyah Gate Project is an effort to maintain Saudi Arabia’s historical relevance while creating a first-world cultural tourist hub. These initiatives represent both economic objectives and a purpose to promote cross-cultural interaction.
Sports Diplomacy of Qatar
Qatar has taken on a new role in sports diplomacy. The nation has made significant investments in international sporting events – the FIFA World Cup 2022 stood out as it became the first FIFA World Cup held in the Middle East.
Qatar introduced its culture with this event and demonstrated its capabilities worldwide. It goes beyond being a hosting nation and includes forming strategic relationships with international sports organizations and building first-rate facilities. The Aspire Zone, where Aspire Academy and Khalifa International Stadium are located, serves as a training area for athletes worldwide. Aside from the above, Qatar has the advantage of improving its recognition worldwide and enhancing its relations with other nations.
Gulf Cooperation Council (GCC)
The Gulf Cooperation Council (GCC) states, including Bahrain, Kuwait, Oman, and the neighboring Arab states of Iraq, Qatar, and Saudi Arabia, have gradually begun to employ sports diplomacy to diversify their economies, foster social cohesion, and enhance their international image.
Bahrain, for example, competes in regional tournaments and seeks to advance cultural and sports events as part of its Economic Vision 20301.
Kuwait, although not very active in sports diplomacy, focuses on improving its sports sector through programs like Vision 2035.
Oman’s Vision 2040 aims to promote an environment that will support sports to enhance the economy, although it is not as vocal in international sports diplomacy. Iraq is oppressed by political instability and has been unable to host major events, but the country does participate in regional football matches.
In the annals of the broader GCC, sports have assumed a central role in propelling national and unity identity. The Arabian Gulf Cup, and other events, have served to bolster regional solidarity. The region has employed sports diplomacy to boost its international visibility and relations, as Qatar did by hosting the 2022 FIFA World Cup.
The GCC states have also expended considerable financial resources in developing sports facilities and events with an eye to employing these as instruments of soft power to advance their world position and reduce their over-reliance on oil and gas. This strategic use of sports diplomacy is a clear testament to the role of sports, politics and diplomacy in the region.
Education as a Tool for Soft Power in the Arabian Gulf
Countries of the Arabian Gulf have realized the importance of education as a pillar of soft power. Their desire to become educational hubs has been underlined by the establishment of “branch campuses” of famous universities such as New York University (NYU) in Abu Dhabi and Qatar University. These institutions act as magnets for students from many backgrounds, which helps attract other people’s business and investment to the host countries.
Challenges and Criticisms For the Gulf Countries
Still, despite their efforts, these Gulf countries face challenges in their soft power initiatives. Real-world issues like human rights, freedom of expression, and labor are usually beyond their cultural and diplomatic reach. Critics say these nations promote a modern image, but some social and political issues remain problematic.
For instance, the UAE has a poor record on migrant workers’ rights and restricts political speech, which worries human rights groups. Similarly, the international community has censured Saudi Arabia’s intervention in the war in Yemen. The Gulf states need to build strong, soft power. The UAE, KSA, and Qatar are gently building their soft power in a cultural sense, in sports, in education, and humanitarian action to change how people view them around the world.
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Ruqia Akhter Malik is pursuing Defense and Diplomatic Studies at Fatima Jinnah Women's University. With a particular interest in diplomacy, Ruqia is passionate about fostering international understanding, promoting peace, and resolving conflicts. She is eager to explore the diplomatic relations, negotiation strategies, and cultural diplomacy to contribute to a more peaceful and interconnected world.