Latifa Bint Mohammed Leads UAE Narrative On Credible Soft Power At Davos 2026

H.H. Sheikha Latifa bint Mohammed bin Rashid Al Maktoum used a World Economic Forum 2026 panel in Davos to stress that trust, credibility, and values now define soft power. Speaking to global leaders, Sheikha Latifa linked storytelling, culture, and lived practice to how countries and cities shape influence in a fragmented world.

The session, held at the Congress Centre in Davos and livestreamed worldwide, formed part of the World Economic Forum’s 2026 programme. Titled ‘Stories and Strength,’ it examined how narratives guide confidence, cooperation, and resilience across governments, markets, and societies, especially as geopolitical and economic competition intensifies.

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The panel brought together senior voices from business and media alongside H.H. Sheikha Latifa bint Mohammed. Maurice Lévy, Emeritus Chairman of Publicis Groupe and Chair of the France Community of Chairpersons, and Richard W. Edelman, Chief Executive Officer of Edelman, joined the discussion. Brendan Vaughan, Editor-in-Chief of Fast Company, moderated the session and focused debate on innovation and influence.

H.H. Sheikha Latifa bint Mohammed explained that soft power in a polarised global landscape no longer comes from scale or force. It grows from credibility that is earned, not claimed. She pointed to integrity, consistency, and authenticity as the key conditions for sustaining trust when audiences face many competing messages.

"When we speak of soft power at the city level, it must begin with a purpose that goes beyond the institution itself to genuinely serve people and society. Once that purpose is clear, the responsibility is to act with integrity, authenticity, and consistency. Regardless of external pressures or changing circumstances, trust is built when values remain steady, and actions align with intent."

Sheikha Latifa stated that actions carry more weight than visibility in this environment. When values are lived through policies and conduct, credibility follows. When they are only communicated, trust weakens. She linked this view to how leadership decisions shape public confidence and long-term partnerships across borders.

Drawing on the UAE’s record, H.H. Sheikha Latifa bint Mohammed said the country’s soft power is rooted in daily practice rather than promotion. Residents from 195 nationalities live side by side, coming from different cultural, religious, and socio-economic backgrounds. They are able to speak their languages, follow their religions, and celebrate their cultures in public life.

She highlighted that this environment is guided by leadership that promotes deep respect and openness towards other traditions. According to Sheikha Latifa, this approach creates strong belonging and shared ownership of the emirate’s success. People can live, work, and contribute while feeling valued for who they are, not just for their roles.

At the centre of Sheikha Latifa’s reflections was the link between heritage and openness. She described this balance as central to how the UAE defines its identity and manages its diversity in practice, especially as more cultures and viewpoints interact every day in the country’s cities and communities.

"UAE is home to people from many cultures and nationalities; as Emiratis, we carry a deep responsibility to ensure that every voice feels seen and valued. UAE is often recognised for being forward-thinking, innovative, and progressive, but what truly defines us is our deep-rooted culture and traditions. We live our values every day in how we dress, how we welcome others, and how we interact with one another through hospitality, respect, and integrity. These values shape the fabric of our society and create a ripple effect across our communities. With so many stories and perspectives coexisting in one place, the unifying principle is a shared belief in collective success. In the UAE, when one person succeeds, that success is felt by all, and it is this spirit of mutual uplift that strengthens our society," H.H. Sheikha Latifa bint Mohammed said.

World Economic Forum Davos 2026 culture, creativity and storytelling

H.H. Sheikha Latifa bint Mohammed also described culture and creativity as powerful bridges between societies at the World Economic Forum 2026 discussion. She said creativity encourages curiosity, which she called the opposite of fear. At a time of anxiety and division, curiosity makes people listen, and listening can open a route to understanding.

Sheikha Latifa added that effective storytelling for policy or strategy starts with listening carefully. In her work with the creative and cultural sectors, engagement begins with dialogue. Stakeholders are involved from the start, their challenges are mapped, and solutions are designed jointly across government entities and private organisations to build shared ownership.

Reflecting on how the UAE presents its story internationally, H.H. Sheikha Latifa bint Mohammed said credibility always starts with delivery. She noted that trust comes when governments and institutions meet commitments rather than issue statements. Clear expectations from the UAE’s leadership require that each strategy produces measurable outcomes with defined accountability.

"The guiding purpose behind everything we do is the happiness and well-being of people; it is this principle that shapes our decisions and informs how we engage with the world," she said.

The panel formed part of the wider World Economic Forum summit programme, held under the theme ‘A Spirit of Dialogue.’ The theme calls for renewed cooperation and rebuilding trust as global systems face complexity and fast change. Narrative, trust, and dialogue were presented as linked tools for navigating this environment.

H.H. Sheikha Latifa bint Mohammed’s role in Davos 2026 marked the second year in which Sheikha Latifa led the UAE delegation to the World Economic Forum, after heading the delegation in 2025. This ongoing presence signals the UAE’s intention to contribute views grounded in culture, collaboration, and human connection to international discussions.

Her engagement at the World Economic Forum 2026 underlined how the UAE pairs its internal experience of diversity and heritage with a wider global dialogue on soft power and storytelling. By aligning values, policies, and narratives, the UAE aims to build trust-based relationships while navigating a more complex and competitive international landscape.

With inputs from WAM