Rising influence: Qatar ranks 22nd in Global Soft Power Index 2025
Published: 23 February 2025
UAE ranks first in Gulf region, while US and China are ranked first and second globally
NT Bureau
Doha
Qatar continues to stand tall in global Soft Power, securing the 22nd position in the 2025 Global Soft Power Index, released by Brand Finance. The Index, a comprehensive survey based on the perceptions of over 170,000 respondents across more than 100 countries, assesses the influence and appeal of 193 UN member states.
The United States and China continue to dominate the rankings, holding the top two positions, with the US se-curing its place at number one with an all-time high score of 79.5 out of 100. China, in second place, has sur-passed the UK for the first time, reflecting substantial growth in key Soft Power metrics like influence, sustaina-bility, and domestic brand strength, bolstered by initiatives like the Belt and Road projects.
Qatar’s position declined slightly this year, compared to last year, by one point. Qatar scored 54.5 points.
Saudi Arabia saw drops of two points in their Soft Power rankings compared to last year, and was in 20th posi-tion globally, slightly above Qatar. The UAE came first in soft power in the Gulf region, ranking 10th globally, thanks to their focus on business, trade, and international relations. The UAE scored 60.4 points.
Brand Finance’s Global Soft Power Index examines a range of factors, including governance, familiarity, influ-ence, and business prospects. In Qatar’s case, the nation continues to be viewed favorably in terms of influence and international relations, but its overall Soft Power score reflects a more competitive global landscape.
The Index also highlights the widening gap between the world’s leading powers and smaller nations.
Countries at the top saw an average increase in Soft Power scores, while those at the bottom, like Kiribati, have fallen behind.
This shift suggests a growing disparity where stronger nations capitalize on their influence while others struggle to keep pace
