Experience Economy Drives Soft Power And National Branding, Say WGS 2026 Panelists

Government leaders, executives and cultural figures said the experience economy is fast becoming a main driver of soft power, growth and competitiveness. Speaking on Day 2 of the World Governments Summit (WGS) 2026, they linked immersive experiences to economic diversification and global influence, highlighting Dubai as a prominent international reference point.

The panel, titled "The Experience Economy: Lessons for Governments," gathered senior public and private figures. Speakers included Gaston Browne, Prime Minister of Antigua and Barbuda; Milojko Spajić, Prime Minister of Montenegro; Daniel Grieder, CEO of Hugo Boss; Benjamin Vuchot, CEO of The Peninsula Hotels (HSH Group); and NFL wide receiver Odell Beckham Jr.

Moderator Lew Dickey, Chairman of Modern Luxury Media, said experiences shape how countries are viewed and trusted worldwide. The panel agreed that coherent experiences, supported by public policy and business investment, can strengthen national brands, attract capital, and support tourism and hospitality sectors that many economies, including in the Middle East, increasingly prioritise.

Prime Minister Browne explained that Antigua and Barbuda has moved away from high-volume tourism towards a culture-centred strategy. The government now emphasises local identity in the visitor journey. "We found that volume tourism did not deliver sufficient returns. Integrating culture has raised incomes, increased repeat visits and strengthened our national brand," he said.

Prime Minister Spajić said Montenegro’s constitutional status as an ecological state has become a competitive asset. "People are looking for what is genuine and preserved," Spajić said. Spajić added that modern political leaders must also serve as "chief storytellers for their countries," using narratives to connect natural assets with visitor and investor expectations.

Spajić outlined how Montenegro turned geographic limits into advantages through investment in high-end yacht marinas. This approach aims to place Montenegro as a premium Mediterranean location and an entry point for luxury tourism. The strategy supports higher-spend visitors and links environmental commitments with tourism, infrastructure and real estate development.

Experience economy and private sector strategies

From the corporate side, Hugo Boss CEO Daniel Grieder said luxury businesses are shifting away from simple transactions towards curated experiences that build loyal communities. "A store is no longer just a point of sale. It must be a point of experience," Grieder said, calling for closer cooperation between brands and governments.

Benjamin Vuchot of The Peninsula Hotels said modern luxury focuses less on ownership and more on memories. Vuchot highlighted how hospitality projects can reinforce national branding, sustainability goals and community benefits. Such projects, Vuchot noted, rely on consistent service standards and cultural depth to differentiate destinations in a crowded global experience economy.

Experience economy and cultural influence

Offering a cultural viewpoint, Odell Beckham Jr. linked personal influence to authenticity and inspiration within the experience economy. "Being authentic is the most powerful thing you can offer," Beckham Jr. said. Beckham Jr. added that the long-term aim has been to encourage young people to trust themselves and express their identities.

Panellists agreed that stronger partnerships between governments, brands, athletes and cultural leaders are essential. They said joint efforts should produce experiences that reflect national values, remain financially viable and stay environmentally responsible. Such collaboration, the speakers noted, underpins long-term competitiveness for cities and countries competing for visitors, talent and investment.

The WGS 2026 runs for three days until Feb. 5 under the theme "Shaping the Governments of the Future," drawing more than 60 heads of state and government and their deputies, over 500 ministers, representatives of more than 150 governments, more than 700 CEOs and over 6,250 participants.

With inputs from WAM