Global rank 2022: 24

Global rank 2021: 24

Saudi Arabia came in second place among Arab nations in the Brand Finance Global Soft Power Index, with a global rank of 24, maintaining last year’s rank but with a notable improvement in its score.

Saudi Arabia’s experience with its soft power and nation branding is highly successful due to its strategy, represented by its Vision 2030 with its three key themes, a vibrant society, thriving economy and an ambitious nation. 

The Kingdom is considered the center of the Arab, Islamic and international energy world, with a rich history and culture. Over the years, the country has been using soft power as part of its foreign policy strategy.