The intersection of ancient caravan ways and routes of the future, the whisper of Bedouin legends in the shadow of crystal skyscrapers. The narrow streets of Dubai's old quarters, where the aromas of cardamom and saffron intertwine with the breath of progress… The United Arab Emirates continues to shape a positive image of the country on the world stage, building a well-thought-out system of cultural diplomacy. This process, which began in 2006 with the adoption of the Abu Dhabi Development Strategy, is a comprehensive approach to promoting national interests through culture.
As Russian researchers Nikolay Dyakov and Tatarhan Khusikhanov note in their work “The Cultural Diplomacy of the UAE”, the key feature of the Emirate model is the synthesis of public diplomacy, “soft power”, and cultural cooperation. Unlike traditional approaches, the UAE interprets culture broadly, including educational, scientific, sports, and tourism exchanges. This integrated method allows for flexible adaptation to the specifics of different regions of the world.
In relations with Western countries, the UAE emphasizes the image of a modern, high-tech state. Particular attention is paid to education: Emiratis study at leading universities in Europe and the United States, and their branches are opened in the country. The Mega Events Fund organizes large-scale cultural events according to Western standards, such as Fashion Week and the Dubai International Film Festival. Other tools include sponsorship (support for football clubs and symphony orchestras by Emirates and Etihad airlines) and cooperation with Western media through International Media Investment, a subsidiary of Abu Dhabi Media Investment Corporation.
Eastern countries require a different approach. Interaction with China is based on economic partnership, but Beijing is more active in the cultural sphere: Chinese schools and the Confucius Institute operate in the UAE, and holidays like the Chinese New Year are held. Relations with South Korea are developing similarly: through festivals that attract fans of South Korean pop culture.
The UAE is interested in Japan as a source of human resource development, and in Southeast Asia, the Emirates are investing in supporting Muslim communities, such as the Vietnamese Cham.
In Central Asia, the UAE's cultural diplomacy focuses on religious and educational projects: training Kazakh theologians, tourist exchanges with Kyrgyzstan, and art collaborations with Uzbekistan, including the development of pilgrimages to its shrines.
India holds a special place: more than a third of the UAE population is from this country. Cultural diplomacy here is aimed at strengthening social stability. A striking example is the opening of a Hindu temple in 2024 with the participation of Prime Minister Narendra Modi.
Among the Arab states, the UAE has developed the closest cooperation with Egypt, which participates in the Abu Dhabi International Book Fair. At the same time, Saudi Arabia has become a competitor, actively developing tourism and openness, which poses a challenge to the Emirati hospitality industry.
The UAE’s cultural ties with Russia are complemented by strong political and economic relations. In 2023, the UAE Cultural Centre opened in Pyatigorsk, a landmark move given that only the US has such a center. The cultural dialogue culminated in the UAE Culture Days on Manezhnaya Square in Moscow in June 2024, an event that symbolizes the warmth of bilateral relations.
The UAE actively interacts with Muslim regions of Russia, such as Dagestan and Tatarstan, in the area of religious and educational cooperation. These regions reflect the key principles of Emirati cultural diplomacy: religious tolerance and tolerance, since representatives of different religions have peacefully coexisted here for centuries.
In 2022, the Emirates held “Days of Culture” in Dagestan. In Kazan, the capital of Tatarstan, the 5th International Scientific and Theological Conference “Spiritual Silk Road” and the “BRICS Holy Quran Award” were held with the support of the UAE. The participation of Emirati experts in the work on the Kazan project of the handwritten Quran was of particular importance, which emphasizes the depth of the cultural and religious dialogue between the countries.
The UAE's cultural diplomacy demonstrates the effectiveness of a comprehensive approach that skillfully combines economic interests with the formation of an attractive image. This experience deserves attention as an example of modern “soft power” mechanisms in the era of globalization.
GSV "Russia - Islamic World"
Photo: Elena Jones/Pixabay