Mohammed bin Rashid launches UAE Soft Power Council

DUBAI - UAE Vice President and Prime Minister and Ruler of Dubai His Highness Sheikh Mohammed bin Rashid Al Maktoum on Saturday launched the UAE Soft Power Council.

The council  will define a comprehensive strategy to reinforce the country’s position and consolidate its values of respect and appreciation with governments and citizens across the world.

The UAE Soft Power Council will report directly to the UAE Cabinet, and will introduce an integrated national strategy that consolidates the roles of both the public and private sectors in achieving soft power and conveying the nation’s history in a new way. The Council will also develop a soft power strategy for the state, including the science, culture, technology, humanitarian and economic sectors, in order to establish relationships at the grassroots level with partners both in the Arab region and globally.



The Council will review all legislation and policies that affect the UAE’s status and reputation, and will develop a strategy to reinforce the country’s reputation between the grassroots in all the strategic countries, for the UAE Cabinet to review in the coming months.

His Highness Sheikh Mohammed bin Rashid stressed that the UAE has military and economic power and will now develop its soft power in order to solidify its reputation, and serve the interests of its people in the long term, establishing relationships across various sectors including the economic, tourism and investment sectors.

His Highness Sheikh Mohammed bin Rashid said, “Crown Prince of Abu Dhabi and Deputy Supreme Commander of the UAE Armed Forces His Highness Sheikh Mohammed bin Zayed Al Nahyan has succeeded in establishing a strong and unprecedented position for the UAE on a regional and global scale. We must build strong diplomatic relationships and systems in order to pursue his vision of making the UAE a global example of prestige and excellence.”

His Highness continued, “The UAE holds a special place in the hearts of millions of people around the world; we want to build on that and elevate it. We have the economic, cultural and civilizational components to achieve this swiftly.”

“We have been celebrating milestones such as national days and co-operating on development initiatives with our brothers and sisters in the Gulf and Arab World; now we want to develop a different strategy to introduce our culture and values to all people across the world. We want to utilise new tools and methods in order to reach more people, and share our knowledge, culture and history with the world. The UAE Soft Power Council is a stepping stone to achieving this vision, and promoting our country through successful public diplomacy to many people from various backgrounds.”

His Excellency Mohammed Abdullah Al-Gergawi was named the Chairman of the UAE Soft Power Council. The Council’s members are His Excellency Dr. Anwar bin Mohammed Gargash, Minister of State for Foreign Affairs; Her Excellency Reem bint Ebrahim Al Hashimy, Minister of State for International Cooperation; His Excellency Sultan Al Jaber, UAE Minister of State; Her Excellency Noura bint Mohammed Al Kaabi, UAE Minister of State for Federal National Council Affairs; HE Mohamed Khalifa Al Mubarak, Chairman of Abu Dhabi Tourism & Culture Authority;His Excellency Khalifa bin Salem Al Mansouri, Acting Undersecretary of the Abu Dhabi Department of Economic Development; His Excellency Sami Ahmad Dhaen Al Qamzi, Director General of the Department of Economic Development; His Excellency Helal Saeed Almarri, Director General of Dubai’s Department of Tourism and Commerce Marketing and His Excellency Saeed Mohammad Al Eter, Director General of the Public Diplomacy Office at the Ministry of Cabinet Affairs and the Future.

The Council will develop a general soft power strategy for the UAE to reinforce its reputation and status regionally and globally, instigate cooperation between public and private sector entities within the country through soft power initiatives and projects, and submit reports periodically to the UAE Cabinet on the all progress and implementation of the strategy.

The UAE Soft Power Council will be an authoritative body, providing counsel and reference on soft power initiatives, and protecting and highlighting our country’s achievements and the UAE’s ambition and accomplishments contribute to science, culture, arts, tourism, trade, humanitarianism and other sectors both in the region and across the world. The Council will develop new tools to tell our story, share our uniqueness, and share the vision of our leadership for the UAE to be the best country in the world.”

The Public Diplomacy Office in the Ministry of Cabinet Affairs and the Future will prepare the soft power strategy, in coordination with the concerned authorities who will provide technical and administrative support to the UAE Soft Power Council.