Sholto Douglas-Home, chief sales and marcomms officer, Expo City Dubai
The concept of nation branding is nothing new, and has long been recognised as an important way for countries to compete in the world, enabling them to attract investment, visitors, talent and ultimately achieve their social, cultural and economic goals.
The UAE’s prowess in this field is undeniable, rapidly ascending globally recognised nation brand rankings – most recently being named as the only Gulf country to feature in the top 10 of the 2024 Brand Finance Soft Power Index – and welcoming ever-growing numbers of people each year, who
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