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UAE launches Soft Power Council to enhance global reputation

Sheikh Mohammed bin Rashid Al Maktoum, the UAE’s Vice President and Prime Minister and Ruler of Dubai, launched on Saturday the UAE Soft Power Council, which aims to reinforce the country’s status and reputation in the world.

The Council will define a comprehensive strategy to consolidate the UAE’s values of respect and appreciation with governments and citizens across the world, state news agency WAM reported.

The UAE Soft Power Council will report directly to the UAE Cabinet, and will develop a soft power strategy, including the science, culture, technology, humanitarian and economic sectors.

The Council will review all legislation and policies that affect the UAE’s status and reputation, WAM said.

Sheikh Mohammed bin Rashid stressed that the UAE has military and economic power and will now develop its soft power in order to solidify its reputation, and serve the interests of its people in the long term, establishing relationships across various sectors including the economic, tourism and investment sectors.

“We must build strong diplomatic relationships and systems… to make the UAE a global example of prestige and excellence,” he said.

He added: “The UAE holds a special place in the hearts of millions of people around the world; we want to build on that and elevate it. We have the economic, cultural components to achieve this swiftly.

“We want to develop a different strategy to introduce our culture and values to all people across the world. We want to utilise new tools and methods in order to reach more people, and share our knowledge, culture and history with the world.

“The UAE Soft Power Council is a stepping stone to achieving this vision, and promoting our country through successful public diplomacy to many people from various backgrounds.”

Mohammed Abdullah Al-Gergawi, Minister of Cabinet Affairs and The Future, has been named chairman of the UAE Soft Power Council while members include Dr Anwar bin Mohammed Gargash, Minister of State for Foreign Affairs; Reem bint Ibrahim Al Hashemi, Minister of State for International Cooperation; Sultan bin Ahmed Sultan Al Jaber, UAE Minister of State; Noura bint Mohammed Al Kaabi, UAE Minister of State for Federal National Council Affairs; Mohamed Khalifa Al Mubarak, chairman of Abu Dhabi Tourism & Culture Authority; Khalifa bin Salem Al Mansouri, acting Under-Secretary of the Abu Dhabi Department of Economic Development; Sami Ahmad Dhaen Al Qamzi, director-general of the Department of Economic Development; Helal Saeed Almarri, director-general of Dubai’s Department of Tourism and Commerce Marketing, and Saeed Mohammad Al Eter, director-general of the Public Diplomacy Office at the Ministry of Cabinet Affairs and the Future.

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