In recent years, the GCC countries have increasingly recognised the role of cultural diplomacy as a strategic tool to strengthen their international business relations. This shift is not merely about soft power; it reflects a deep and broad understanding of how cultural engagement can foster trade and investment.
Historically, GCC countries have relied on oil to increase their economic prowess. However, these countries are now looking to the future, planning to diversify their economic streams with forward-thinking initiatives like Saudi Arabia’s Vision 2030 and the UAE’s Vision 2021. These strategies aim to reduce dependency on oil and develop sustainable economic sectors like tourism, technology, and entertainment.
For instance, the UAE has invested significantly in cultural institutions, such as the Louvre Abu Dhabi and the upcoming Guggenheim Museum. According to ArbianBusiness, Abu Dhabi invested $6 billion in its cultural sector. These initiatives not only enhance cultural appeal but also serve as platforms for international partnerships, drawing attention from global investors and businesses interested in the region’s burgeoning creative economy.
Another critical component of the GCC’s cultural diplomacy is cultural events and festivals. GCC countries like Qatar and Saudi Arabia organise the Qatar International Food Festival and Saudi Arabia’s Janadriyah Festival, which help promote local culture to an international audience. These events not only promote local culture but also create networking opportunities, allowing businesses to engage with potential partners, investors, and customers, thereby fostering economic growth.
According to the Qatar Chamber, international tourists in Qatar spent over QR 32.1 billion in 2020 and created over 200,000 jobs in the same year. These figures underline the significance of cultural diplomacy in attracting visitors and facilitating business transactions.
Building Strategic Alliances
The GCC countries have strategically positioned themselves as cultural hubs, bridging the East and West. The UAE, for instance, has signed cultural agreements with numerous countries, including the UK, France, and India, focusing on knowledge exchange and cultural collaboration. This strategic positioning enhances their global influence and softens geopolitical tension, as seen in Saudi Arabia’s engagement with Indonesia and other nations within the Muslim world.
