Leveraging Sustainable Tourism to Project Soft Power: Evidence from the United Arab Emirates

Document Type : Review Article

Author

Ph.D. Student of International Relations, Department of Law, Theology and Political Science, Science and Research Branch, Islamic Azad University, Tehran, Iran.

Abstract

In an era when global influence is increasingly shaped by cultural appeal and sustainable development, the intersection of sustainable tourism and soft power has emerged as a pivotal domain of scholarly inquiry. This convergence reflects the dual imperative facing nations today: cultivating positive international perceptions while addressing urgent environmental challenges. Countries that effectively integrate sustainability into their tourism strategies gain a distinct competitive advantage in diplomacy, economic growth, and cross-cultural engagement. This study explores the role of sustainable tourism in strengthening the United Arab Emirates’ (UAE) soft power, analyzing both its domestic initiatives and international branding efforts. Using a descriptive–analytical approach, the research draws on extensive library and online sources to assess the UAE’s policies, programs, and achievements in sustainable tourism. Findings indicate that the UAE’s strategic focus on sustainability has significantly enhanced its standing at both national and global levels. Domestically, government-led initiatives—such as the UAE Green Agenda 2030 and Dubai Sustainable Tourism—have produced tangible progress in environmental protection and economic diversification. Internationally, the UAE’s branding as a hub for sustainable tourism, together with foreign investment in green infrastructure and eco-friendly mega projects, has strengthened its global reputation. These efforts have not only attracted environmentally conscious travelers but also expanded the UAE’s cultural influence and diplomatic reach. Ultimately, the study demonstrates that sustainable tourism serves as a powerful instrument of the UAE’s soft power, simultaneously advancing its economic aspirations, environmental commitments, and positive global image. The UAE’s experience offers valuable insights for other nations seeking to leverage sustainable tourism as a strategic tool for soft power projection.

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Main Subjects

References

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Green Development Management Studies
Volume 4, Special Issue
November 2025
Pages 41-60

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History

  • Receive Date: 26 January 2025
  • Revise Date: 29 April 2025
  • Accept Date: 07 May 2025

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