H.E. Sarah Al Amiri, UAE Minister of Education, emphasized the role of education, science, and future skills as foundational components of national soft power during a session at the 2026 Annual Meeting of the World Economic Forum (WEF) in Davos.

Speaking at the Global Soft Power Summit—held in Davos for the first time—Al Amiri highlighted the importance of sustained investment in human capital, knowledge systems, and innovation ecosystems in shaping global perceptions, strengthening economic resilience, and enabling societies to adapt to rapid change.

The session featured The Rt. Hon. Justin Trudeau, former Prime Minister of Canada; H.E. Sarah Al Amiri; and David Haigh, Founder and CEO of Brand Finance. Discussions focused on soft power as a strategic asset in a global environment increasingly shaped by conflict, competition, and economic fragmentation.

The dialogue centered on findings from the Global Soft Power Index 2026, which evaluates the perceptions and influence of 193 countries based on insights from more than 150,000 respondents worldwide. Participants examined how factors such as reputation, trust, education, governance, innovation, and economic credibility are influencing long-term national competitiveness and resilience alongside traditional measures of hard power.

Trudeau addressed the shifting global context, noting that economic and geopolitical pressures are reshaping international relations. He underscored the importance of credibility, consistency, and values-driven leadership in maintaining global trust and influence.

Al Amiri noted that countries prioritizing education and future readiness are better positioned to build trust, attract talent, and support sustained long-term growth in an increasingly complex global environment.

Haigh emphasized that soft power has become an essential tool for economic resilience, supporting investor confidence, trade relationships, and global relevance. He also noted that strategic investment in governance, education, sustainability, and innovation enhances a country’s ability to withstand external shocks.