This thesis aims to explore Oman's soft power, focusing on its soft power sources, challenges and opportunities. While Oman's foreign policy is recognised as its primary source of soft power, this study will also examine other underutilised sources, such as its history, location, culture, and values. Despite these potential sources of soft power, Oman faces hindrances such as its quiet diplomacy, gradual policy, and lack of a comprehensive soft power strategy. To address these challenges, this study draws valuable insights from successful cases like the United Arab Emirates (UAE) and Qatar. By examining the experiences of these countries, the study explores the profound significance of utilizing nation branding and public diplomacy as essential tools for building and enhancing soft power dynamics. By aligning these strategies with Oman's distinctive features and values, the study aims to propose an effective soft power strategy that can promote Oman's global image and augment its international influence. The study adopts a qualitative approach, including a comprehensive literature review and qualitative interviews with academics, researchers, and international experts in related fields. Moreover, this study can contribute to the existing literature on Oman's soft power and could serve as a reference for future research on the subject. Ultimately, it seeks to bridge the gap between Oman's current position and its potential by identifying effective soft power strategies that can be adopted to improve its global image and enhance its international influence.