English abstract
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.
