Joseph Nye established the notion of soft power, which he defined as "a country's ability to influence the preferences and behaviors of various actors in the international arena (states, corporations, communities, publics, etc.) through attraction or persuasion rather than coercion." The United Arab Emirates (UAE) has set a precedent for efficiently employing soft power to position itself as a key player in global diplomacy. Recognizing the value of soft power, the UAE implemented its Soft Power Strategy in 2017 to improve its global reputation and diplomatic reach. The strategy aims to increase the country's economic, cultural, educational, humanitarian, and diplomatic impact while also fostering tolerance, peace, and innovation to build strong diplomatic and trade partnerships.

Key Components of UAE's Soft Power Strategy

The UAE was ranked 10th globally for the second consecutive year in the Global Soft Power Index-2024, which is compiled by the research and analysis firm, Brand Finance. The UAE has made significant strides in the Brand Finance Soft Power Index over the years, indicating consistency in maintaining its influence and reputation on the global stage by investing in:

1. • Humanitarian Leadership: The UAE is currently cited among the largest donors in the world, in proportion to its Gross Domestic Product (GDP). Through initiatives like the Zayed Humanitarian Legacy Initiative, Mothers’ Endowment campaign, and organizations such as the Emirates Red Crescent, the country provides financial assistance, disaster management, environment, education and training, food security, and healthcare support to any country in need, further cementing its image as a compassionate and responsible global player.
     
     
   • Economic and Trade Diplomacy: The UAE takes advantage of its strategic location as a global business and trade hub by developing strong economic relations with countries worldwide. The country’s free trade zones and open market policies, attract foreign investments and develop international partnerships. Economic diplomacy strengthens the UAE’s global influence and advances its relations with other nations.
     
     
   • Cultural and Media Diplomacy: The UAE engages in active promotions of its culture and heritage at international events, such as Expo 2020, museums like the Louvre Abu Dhabi, art exhibitions, and film festivals.  Furthermore, the UAE’s investment in international media networks helps shape narratives about the region and present the country as a modern and progressive state.
     
     
   • Education and Knowledge Exchange: The UAE has established itself as a hub for higher education and research, attracting international students to its institutions. This strategy contributes to the country’s intellectual influence, making it a center for knowledge exchange and academic diplomacy.  
     
     
   • Science, Technology, and Innovation: The UAE has made significant advancements in space exploration, artificial intelligence, and sustainability, reinforcing its global leadership in innovations. Initiatives such as the Mars Hope Probe, AI-driven smart cities, and renewable energy projects highlight the UAE’s commitment to technological progress, further boosting its soft power.
     
     
   • Encouraging Tolerance and Peace: The UAE actively promotes the values of tolerance, coexistence, and peace. The declaration of the Year of Tolerance in 2019 and the signing of the Abraham Accords in 2020 exemplify the nation’s commitment to fostering interfaith dialogue and diplomatic cooperation.
     
     

The Role of Zayed University’s Master in Diplomacy and International Affairs in Advancing UAE’s Soft Power 

Zayed University’s Master in Diplomacy and International Affairs contributes considerably to the UAE’s soft power strategy by equipping graduate students with the knowledge, skills, and insights needed to navigate complex geopolitical landscapes, engage in effective negotiations, and address global challenges. Furthermore, by collaborating and networking with international organizations and embassies, and through research, graduate students contribute innovative ideas and solutions to global challenges that strengthen the UAE’s reputation as a forward-thinking nation that invests in knowledge.

“Soft power is built on knowledge— Zayed University’s Master in Diplomacy and International Affairs cultivates future leaders who advance the UAE’s global influence through culture, policy, and strategic engagement. With specialized courses like Public Diplomacy, the program equips professionals to shape the UAE’s international narrative and strengthen its soft power.”

Dr Ornanong Husna Benbourenane
Professor of Practice 
College of Humanities and Social Sciences

Key Learning Outcomes 

1. • A strong foundation in political and economic knowledge allows graduates to analyze global trends, formulate informed foreign policies, and support the role of the UAE in international economic partnerships. This aligns with the UAE’s efforts to position itself as a global business hub and an economic diplomacy leader.
     
     
   • Enhanced research and communication capacity ensures that graduates can create persuasive narratives, engage in diplomatic dialogue, and contribute to policymaking that reinforces the UAE’s ability to project its influence through well-researched and effectively communicated initiatives.
     
     
   • Developing global awareness prepares graduate students to navigate complex international dynamics, engage with diverse stakeholders, and advance the UAE’s diplomatic priorities, strengthening its reputation as a proactive and visionary global player.
     
     
   • Expertise in public diplomacy helps graduates promote the UAE’s cultural, humanitarian, and technological advancements as key pillars of its soft power strategy. They contribute to the country’s long-term diplomatic success by fostering international partnerships and improving the UAE’s global image.
     
     
   • A deep understanding of global-local relations enables graduate students to bridge international and regional interests, ensuring the UAE continues to lead in cross-border collaboration, conflict resolutions and sustainable development initiatives.
     

Key Competencies

By integrating key competencies into its curriculum, the Master in Diplomacy and International Affairs directly supports the UAE’s Soft Power Strategy, ensuring that graduates are well-equipped to advance the nation’s international standing through:

1. • Leadership and decision-making in global affairs. Graduates are prepared to represent the country in global diplomatic circles with strategic influence.
     
     
   • Ethical decision-making. Graduates are empowered to uphold integrity, transparency, and responsible governance in international relations, in line with the nation’s commitment to peace and stability.
     
     
   • Intercultural communication and negotiation. Graduates possess the skills to enhance the UAE’s ability to foster high-level diplomatic relationships, cultural dialogue and international cooperation across borders.  
     
     
   • Conflict resolution and mediation. Graduates are equipped with the ability to support the UAE’s role in peacekeeping efforts and diplomatic dialogues, allowing them to facilitate international agreements, mediate regional conflicts, and strengthen global partnerships.
     
     
   • Policy analysis and multilateral engagement. Graduates are enabled to contribute to UAE foreign policy initiatives and international organizations.  
     
     
   • Public diplomacy and global advocacy. Graduates have the capability to enhance the UAE’s international image through media, cultural initiatives, international forums, and strategic messaging.
     
     
   • Economic and cultural diplomacy. Graduates gain the expertise to strengthen the UAE’s global influence by promoting trade, investment, and cultural exchanges through strategic partnerships.

Career Opportunities

As the UAE strengthens its role on the global stage, the demand for skilled professionals, who can contribute to its diplomatic efforts, is growing. The interdisciplinary nature of the Master in Diplomacy and International Affairs program prepares graduates to navigate complex global challenges, contribute to international relations, and advance research that supports the UAE's strategic goals. By aligning master's degree studies with the UAE’s Soft Power Strategy, graduate students are well-prepared for high-level careers in diplomatic corps, government, corporate diplomacy, international organizations, global policy-making, think tanks, non-governmental organizations, multinational corporations, security agencies, and academia. 

Conclusion: Shaping Global Influence with Diplomatic Expertise 

Soft power is an important tool in diplomacy and international affairs, influencing how nations interact, establish alliances, and respond to global challenges. The UAE’s use of soft power has transformed it into a global leader in diplomacy, culture, and sustainability. By leveraging its rich heritage, encouraging innovation, and advocating values of tolerance and peace, the UAE sets an example of how nations can acquire influence through attraction and collaboration.  

Mastering soft power strategies will become increasingly important for aspiring diplomats, policymakers, and global leaders seeking to foster cooperation, resolve conflicts, and shape international policies in a fast-changing geopolitical landscape. Zayed University’s Master in Diplomacy and International Affairs program contributes significantly to the advancement of the UAE’s Soft Power Strategy by providing graduates with the skills needed to represent the UAE on the international stage, hence increasing the country’s global impact. These competencies are consistent with the UAE’s aim to foster global connections, encourage cultural and economic involvement, and improve its leadership in international affairs. By developing graduates who can navigate complex diplomatic challenges, the program directly supports the UAE’s vision of shaping a positive and influential presence. 

Join the Master in Diplomacy and International Affairs and develop the expertise to shape global policies, strengthen international partnerships, and advance the UAE’s Soft Power Strategy. Gain the knowledge and skills to navigate complex diplomatic challenges and make a lasting impact in the world of diplomacy. Contact the College of Humanities and Social Sciences today at +971-2-599-3605 / dgs.recruitment@zu.ac.ae