Abstract—The growing influence of soft power and cultural diplomacy is reshaping global geopolitical dynamics, with a particular focus on relations between Europe and the Gulf countries. This article analyses cultural strategies adopted by both regions, exploring how cultural initiatives are used to enhance their international influence. It also explores key projects and their impact on mutual understanding and collaborative opportunities.

Keywords—Soft power, cultural diplomacy, international relations, intercultural collaboration, geopolitics, cultural promotion 

In an increasingly globalised context, soft power has emerged as a key instrument in international politics. The concept, first introduced in the late 1980s by professor Joseph Nye in his essay The Means to Success in World Politics, refers to a country’s ability to achieve results internationally through non-coercive means, such as culture, education and public diplomacy. In other words, it is an alternative approach to the use of political, economic and military force, known as hard power. According to Nye, a state can influence attitudes and preferences in the long run through institutions such as universities, societies and churches. Therefore, it must be able to spread culture, ideals and values using such a strategy.

Thanks to the strategies implemented by both Europe and the Gulf Countries, cultural diplomacy has become a key element of soft power in the relations between the two regions. Cultural diplomacy is a key element of soft power, used as a strategic tool in foreign policy that allows a state to promote its national interests while improving its international reputation. Scholars distinguish two main approaches of this: the first, called ‘culturalist,’ which values heritage and art of a country, to build links and improve mutual understanding via those attributes. Examples are the Institut Français, the Goethe-Institut and the British Council, which spread the national language and culture abroad. The second, called ‘neo-propagandist,’ which uses culture in an instrumental way to reinforce positive images of the state. Both are visible internationally though the latter tends to be more observable in the Gulf countries (in this particular context), where events of great international visibility and investments in global media are used to strengthen geopolitical importance.

The strategic success of the Gulf countries is clearly reflected in the 2024 Global Soft Power Index, where the United Arab Emirates (UAE) ranks 10th globally. This result reflects several key factors, including a proactive foreign policy and the ability to influence culturally and diplomatically through international initiatives.

The UAE has made cultural diplomacy one of its main foreign policy instruments. Among the most significant initiatives: the Office for Public and Cultural Diplomacy (OPCD), created to coordinate cultural activities and train diplomats, promoting UAE culture at international level; the UAE Cultural Development Fund which provides funding for cultural projects and initiatives aimed at developing and promoting the cultural products of the Emirates. ImageNation Abu Dhabi: one of the leading film production companies that supports the growth of the local film industry and promotes UAE values through films and documentaries and the Emirates Film Review: an event that presents UAE films in countries such as Poland, with the aim of countering stereotypes and improving understanding of UAE culture. Another crucial element has been the organisation of Expo 2020 in Dubai, which highlighted not only the economic progress of the Emirates but also its scientific and cultural commitment. In addition, the UAE became the first Arab country to send a probe to Mars with the Hope Mission, further consolidating its reputation as an innovative leader.

Qatar has followed a similar strategy, focusing on cultural diplomacy as the main soft power element. Among the main initiatives: the creation of Qatar Museums: an institution that manages museums of international importance and organises prestigious cultural exhibitions; the organisation of events of international importance such as the FIFA World Cup 2022: a global sporting event that has placed Qatar at the centre of world attention. In addition to museums and events, the media play a key role. In fact, Al Jazeera, born in Qatar, is today one of the most influential networks in the Arab world and beyond. The country has also invested in cinema and art, collaborating with international productions and high-calibre platforms like Netflix to promote its culture globally.

On the other hand, Europe continues to promote its cultural legacies in the Gulf region through initiatives such as the aforementioned British Council and the Alliance Française. These institutions, for example, in Abu Dhabi occupy a space shared with the Goethe-Institut and, since 2021, with the Italian Institute of Culture. The opening of the latter is a concrete example of European efforts in cultural diplomacy within the Gulf. Inaugurated in June 2021, it is the first and only Italian institute of culture in the Gulf Cooperation Council (GCC). Its mission is to promote the Italian language and culture, creating a cultural bridge between Italy and the UAE.

Cultural promotion activities have played a key role in strengthening relations between the EU and the Gulf countries. Intercultural dialogue, educational exchanges and artistic events have fostered greater mutual understanding and opened up new opportunities for collaboration. This is exemplified by the memorandum of cultural cooperation in African and Arab countries, signed on 24 February 2025 by the Italian minister of culture, by his Emirati counterpart Salem Khaled bin Kalid Al Qassim and the President of the Arab Emirates Sheikh Mohamed bin Zayed Al Nahyan during the latter’s State visit to Rome. 

The agreement between Italy and the United Arab Emirates, part of the “Mattei Plan for Africa,” aims to promote sustainable development through cultural collaborations. The joint initiatives include the restoration and enhancement of cultural heritage in Africa and Arab countries, with particular attention to the protection of archaeological sites and the nomination of new sites on the UNESCO Heritage list. The partnership will also support projects promoting contemporary arts and creativity in the film, fashion and design sectors. This agreement also fits into the framework of the ‘Cotton Road,’ a strategic initiative within the Mattei Plan, which aims to create an economic and logistical corridor between India, the Middle East and the Mediterranean. In this context, Italy will play a crucial role as Europe’s gateway to Asia, while the UAE will be a key connecting point between the two continents.

This race for cultural promotion by the Gulf countries, while having an undoubted value in preserving heritage and promoting intercultural dialogue, is also a clear manifestation of a broader geopolitical strategy. Through iconic museums, global resonance events and cultural collaborations, they aim to strengthen their international influence by establishing themselves as key players in the global scenario. The strategic use of soft power allows them to position themselves as cultural and diplomatic hubs, demonstrating how culture can be a decisive lever in contemporary international politics.

At the same time, soft power and cultural diplomacy between Europe and the Gulf countries will continue to develop in the coming years. With museums, academic institutions and events of global importance, intercultural connections will be strengthened as governments invest more in culture as a tool for influence. However, the real challenge will be to ensure that these exchanges foster a genuine and mutual dialogue based on common principles rather than being reduced to mere geopolitical branding operations. Will Europe and the Gulf be able to build a solid and lasting cultural bridge?