The UAE pavilion at Davos 2024, World Economic Forum, hosted a panel discussion titled “Soft Power in Africa.”
The discussion focused on the role of soft power in influencing, convincing, and enhancing a country’s reputation across various fields.
Moreover, it highlighted the importance of culture, education, innovation, technology, films, music, language,
As well as other aspects that contribute to building a positive image for countries, organizations, and institutions around the world.
Participants in the panel discussion “Soft Power in Africa” included:
- Chipoka Mulenga, Minister of Trade and Industry for Zambia.
- David Haigh, CEO of Brand Finance.
- Thebe Ikalafeng, Founder and President of Brand Africa.
- Sithembile Ntombela, Acting CEO of Brand South Africa.
Participants discussed the state of soft power in Africa.
Which is a continent characterized by its cultural diversity, rich history, numerous languages, and vibrant artistic heritage.
This tapestry of cultures and identities serves as a powerful driver of soft power for all African nations.
The UAE climbed eight positions in the Soft Power Index
The discussion emphasized the importance of shaping positive perceptions of business and trade in countries facing ongoing economic challenges.
David Haigh, CEO of Brand Finance, presented data that revealed “Strong and stable economy” as the main driver of a country’s reputation and influence on both internal and external levels.
Serving as a cornerstone of soft power.
“Products and brands loved by the world” and “Ease of doing business” also ranked highly.
While “Importance of trade and business” contributed to faster growth in soft power for larger countries like the United States and China.
The panelists further addressed the remarkable efforts undertaken by Middle Eastern countries in the past five years.
Most nations in the region have invested heavily in building their national brands.
The UAE, for instance, climbed eight positions in the Soft Power Index.
While international relations, trade and business ties, and the tourism sector have seen significant improvements across various Middle Eastern countries.
In 2024, for the first time ever, the Brand Finance Soft Power Index will encompass all 193 UN member states.
Adding 72 new countries to its data and analysis for the year.
The fifth edition will be published during the Global Soft Power Summit 2024, held in London on February 28th and 29th.
Recommendations
The panel discussion concluded with several recommendations, including:
- Strengthening collaboration between African countries in building soft power, contributing to the continent’s standing on the global stage.
- Focusing on cultural, artistic, and heritage aspects in building soft power for African nations, reflecting the continent’s cultural and civilizational diversity.
- Investing in education, innovation, and technology as essential pillars of soft power.
- Fostering cooperation between African and other countries, leading to strong and promising partnerships.
During the #World_Economic_Forum..#The UAE launches the new “Ecomark” framework to certify environmentally friendly small and medium enterprises around the world#Davos
#UAE_in_Davos 🇦🇪 pic.twitter.com/ws8QSASZBf
— UAE Voice (@uae_voiceeng) January 17, 2024
This panel discussion comes at a time when soft power is increasingly crucial for countries facing economic and political challenges.
Africa stands as a promising continent with vast potential in building soft power, thanks to its cultural and civilizational diversity and young, vibrant human resources.
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