End Point

Soft Power

Observation— Global


How can a nation get its voice heard on the world stage and encourage trade and tourism? If you don’t have resources and the weight of numbers on your side, then maybe it’s time to wield some ‘soft power’. By Tyler Brûlé.

natural resources, tourism, trade

What do you do you if you’re a middle to heavyweight player on the regional stage but you’re not really having much cut-through on the world stage? Do you book a stack of tickets on Etihad and fly off to the IDEX arms bazaar in Abu Dhabi and place a surprise multi-billion dollar order for an arsenal of weapons that will keep tens of thousands of people in jobs and guarantee that at least your neighbours nod at you when you zoom past in your new patrol boat (see our story on page 42)?

Do you embark on overhauling the national curriculum and devote…

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