In a world of geopolitical fluidity, cultural diplomacy has become a more prominent tool of statecraft. Much paper has been sacrificed in the quest to define soft power–for this work is it based on Joseph Nye Jr’s approach: the ability to influence preferences through appeal and attraction rather than coercion. Nowhere else is this more evident than among the Gulf Cooperation Council members (Bahrain, Kuwait, Oman, Qatar, Saudi Arabia and the UAE) where culture, art, and heritage are deployed to attract interest, generate wealth and leverage power. This is especially true in the GCC relationship to with Europe, with new lines of dialogue, investment, and cooperation being forged. While all of the 6 GCC countries showcase important soft power assets, this short review focuses on Qatar, Saudi Arabia and the UAE.

Qatar is an important actor in this and its flagship Years of Culture initiative, has expanded (in 2025) to include Argentina and Chile, and brings touring exhibitions, artist residencies, film, and culinary diplomacy to new audiences. With the inaugural Art Basel Qatar, opening in Msheireb Downtown Doha in early 2026, Qatar will join the premier league of global art destinations. The Ajyal Film Festival, presented by the Doha Film Institute, has evolved into a regional platform for fostering young talent and international creative exchange. To support these, Doha boasts institutional partnerships with international museums and foundations, in addition to a new Cultural Diplomacy Training Programme, aimed at building Qatar’s capacity for cultural engagement around the world.

In Saudi Arabia, the Vision 2030 has revolutionised its cultural and tourism sectors, making the countrya focus of global attention. With 8 sites inscribed on the UNESCO World Heritage list, including the recent addition of the Al-Faw archaeological site (2024), the nation is only reinforcing its historical and community-based story. Developments like The Mukaab in Riyadh–a 400-metre cube-shaped landmark that will feature immersive museums and entertainment venues–and the $7.7 billion (USD) Soudah Peaks tourism destination are redefining the region’s urban and cultural imagination. Other game-changing projects such as Rua Al Madinah and Masar in Mecca focus on enriching spiritual tourism without eroding heritage. Cultural institutions are equally vital. The King Abdulaziz Center for World Culture (Ithra) in Dhahran promotes intercultural dialogue with exhibitions, artist residencies, and public programming. And, the Islamic Arts Biennale in Jeddah has emerged as an international institution that draws hundreds of thousands of visitors. Meanwhile in Venice, the historic Abbazia di San Gregorio provides the Kingdom of Saudi Arabia with a prominent platform to reach out across the continent to the ever-curious and architecture-savvy European audience with a selected series of architectural narratives as part of the Venice Architecture Biennale 2025.

The UAE, which has been invested in cultural diplomacy for some time now, maintains its leadership position. Louvre Abu Dhabi, the product of an epochal collaboration with France, embodies this ideal. Such forward-thinking endeavours as the Guggenheim Abu Dhabi and the Zayed National Museum in Saadiyat Cultural District are designed to establish the UAE as a hive of global cultural discourse. The Culture Summit Abu Dhabi 2025 discussed AI, heritage, and creative industries, bringing together international decision-makers to influence future cultural policy. Al Ain is the Gulf Tourism Capital 2025, underscoring UAE’s evolving emphasis on sustainable heritage tourism.

There are obviously practical benefits for Europe-Gulf relations here. Aside from increasing national representation and image, cultural diplomacy has provided new channels for bilateral exchange. Common expeditions, travelling exhibitions, academic visits, as well as art projects in collaboration with institutions such as the British Museum, the Institut du Monde Arabe, and UNESCO, are examples of a growing cultural understanding.

These initiatives go beyond transactional diplomacy; they promote mutual understanding and soft connections between societies. Cultural diplomacy, once considered a relative sideshow to mainstream foreign policy, appears to have become a central pillar of the Gulf’s international strategy. As the region moves forward, its soft power will not only depend on spectacle but sustained engagement, institutional depth, and cultural authenticity. GCC cultural diplomacy is no longer symbolic—it is now strategic, dynamic, and reshaping the architecture of international relations in the 21st century.