FIle photo of Doha Skyline.
Doha, Qatar: Qatar has strengthened its position in the global arena, climbing two places to rank 20th in Brand Finance’s Global Soft Power Index 2026, with a score of 54.9 out of 100.
The advancement reflects the nation’s continued investment in diplomacy, infrastructure, and international engagement as part of a broader trend in which Gulf states are enhancing their global standing.
The improvement comes at a time when many Western nations are experiencing significant declines in soft power. While traditional powerhouses like the United States, the United Kingdom, and Germany have seen their scores drop substantially, Qatar has bucked the trend by maintaining steady progress in building international influence and credibility. According to the study, which surveyed over 150,000 respondents across more than 100 markets and evaluated all 193 United Nations member states, Qatar’s rise is part of a notable pattern among Gulf nations.
Qatar’s performance is particularly strong in the International Relations pillar, where the country has established itself as an active diplomatic player. The nation’s ability to facilitate dialogue and host major international events has positioned it as a trusted mediator in regional and global affairs. This diplomatic credibility has translated into enhanced perceptions of Qatar’s influence in diplomatic circles and its role in international cooperation.
The research highlights that Gulf nations, including Qatar, are succeeding through a balanced approach that combines practical impact with proactive engagement. Strategic investments in sports, culture, tourism, and business have created multiple touchpoints through which global audiences experience and understand these nations. Qatar’s hosting of major sporting events and its role in international diplomacy have significantly contributed to raising its global profile.
Business and trade remain crucial pillars of Qatar’s soft power strategy.
The nation’s focus on economic diversification has strengthened perceptions of Qatar as an attractive destination for investment and business partnerships.
The country’s clear regulatory framework and stable governance have enhanced its appeal to international investors and talent.
The Global Soft Power Index measures nations across three key performance indicators, Familiarity, Reputation, and Influence, alongside eight pillars encompassing 35 different attributes.
These range from economic strength and diplomatic relations to cultural heritage and sustainability efforts. Qatar’s improvement suggests gains across multiple dimensions of international perception.
The index also revealed that sustainability and governance are increasingly important drivers of soft power. Nations that demonstrate progress in environmental protection, ethical standards, and good governance tend to achieve stronger overall performance.
Qatar’s investments in sustainable infrastructure and its commitment to hosting environmentally conscious international events align with these evolving global priorities.
Looking ahead, the research indicates that maintaining soft power in an increasingly volatile global environment requires consistent delivery on promises and alignment between national values and international actions.
Qatar’s steady advancement suggests that its strategy of combining economic development with active international engagement is resonating with global audiences.
