Sustainable Tourism as a Tool for Strengthening Soft Power. Case Study: United Arab Emirates

The UAE has gained a significant position in the international arena by utilizing its cultural and natural resources and applying the principles of sustainable tourism. It has become one of the pioneers of green tourism in the region. This article, written using library data and a descriptive-analytical method, examines the role of sustainable tourism as a tool for increasing the UAE's soft power and shows how sustainable strategies can help increase this country's positive image globally. The results show that the UAE's performance in both domestic and foreign dimensions is critical. The government's performance, macro strategies, and pioneering green initiatives have brought significant progress in the domestic dimension. The extension of this issue to the foreign dimension shows that international branding and attracting foreign investment in this sector are essential. The country has made its name in the global community's green and sustainable tourism field through international branding and, in parallel, to create a positive image of itself. The UAE has presented an image of a sustainable and modern tourism destination by attracting tourists interested in preserving the environment and cultural interactions that have helped improve its international image and increase its cultural influence. Green tourism projects have attracted responsible tourists and strengthened the UAE's soft power. Overall, this article shows that sustainable tourism in the UAE, as a new soft power tool, has helped create a positive and sustainable image of this country in the international arena and provides a model for countries in the region.