Mickey Heads to the Gulf: UAE’s Aspirations Through Soft Power
Amit Yarom
In a groundbreaking initiative that merges fantasy with diplomacy, The Walt Disney Company has unveiled plans to establish its first theme park in the Middle East: Disneyland Abu Dhabi.
This park will be created in partnership with the Abu Dhabi-based Miral on Yas Island. It marks Disney’s seventh global resort and its first new development in over fifteen years, showcasing cutting-edge technology. Located within a four-hour flight radius of one-third of the planet’s population, which includes markets in South Asia, Africa, and the Middle East, this project signifies more than mere business growth; it reflects a significant narrative beyond castles, amusement rides, and entertainment.
As noted by Disney CEO Robert A. Iger, the theme park aims to be “truly Disney and uniquely Emirati.”
Disneyland Abu Dhabi is a strategic move in the UAE’s soft power strategy: a meticulously crafted campaign to reshape the nation’s global perception and enhance its influence through cultural initiatives, educational exchange, and international cooperation, rather than through force. The UAE aims to pivot away from its image as “Little Sparta,” a term associated with its aggressive military involvement in regions like Yemen, which has intensified internal strife and prolonged the civil unrest there. The park also serves as a symbol of the growing collaboration with the United States, showcasing mutual trust amid changing regional dynamics.
Strategically Designed Soft Power
The term “soft power,” introduced by political scientist Joseph Nye, refers to a nation’s ability to influence others primarily through attraction rather than coercion; it involves shaping preferences by “winning hearts and minds.” In the modern era, cultural engagement, effective branding, and compelling narratives have emerged as vital components of international influence, akin to military power and economic strength.
The UAE was a trailblazer among Gulf nations in recognizing this paradigm shift and formalizing it. In 2017, the country launched its national Soft Power Strategy aimed at bolstering its reputation and expanding its impact abroad. This comprehensive approach incorporates economic achievements, cultural heritage, humanitarian initiatives, and a commitment to tolerance to create an appealing national identity.
“Our objective is to embed the UAE’s standing in the world and in people’s hearts,” remarked H.H. Sheikh Mansour bin Zayed during the strategy’s introduction.
Disneyland Abu Dhabi exemplifies this strategic vision.
The UAE leadership sees cultural projects not merely as tourist attractions but as essential components of national soft power. The establishment of a Disney park communicates a definitive message: The UAE is a safe, modern, and family-oriented destination, trusted to host one of the world’s most recognizable entertainment brands.
This fusion of Disney enchantment with local Emirati culture highlights the UAE’s intention to blend Western cultural symbols with its own heritage. The choice of Yas Island is strategic as it already features other major theme parks such as Warner Bros. World, Ferrari World, and SeaWorld Abu Dhabi.
Shifting Beyond Oil: Creating a New National Image
Beneath the allure of soft power lies a pressing economic imperative: diversification. Like its counterparts Saudi Arabia and Qatar, the UAE recognizes that future growth cannot rely solely on oil revenues. Nevertheless, it has made earlier and more decisive moves toward transitioning from a fossil fuel-based economy to one centered on knowledge and services.
Enhancing the tourism and leisure industries is vital to this strategy, as these sectors can generate foreign revenue, create employment, and bolster non-oil industries. The UAE has identified tourism and the creative economy as foundational elements for sustainable progress, and Disneyland aligns perfectly with this vision.
Moreover, these developments serve a domestic purpose, reinforcing the social contract within the Emirates. The ruling family provides prosperity, national pride, and global recognition in exchange for the public’s support of its governance.
In this context, Disneyland serves not just as an economic venture, but also as a strategic tool for governance.
A Hub of Culture: From the Louvre to Disneyland
Over the past ten years, the UAE has transformed a previously desolate area into a “branded entertainment Mecca.” Disneyland Abu Dhabi is the latest addition to a remarkable array of landmarks that position the nation as a global center for arts, cultural dialogue, and innovation.
The Louvre Abu Dhabi, inaugurated in 2017, became the first Louvre outside of France, achieving a significant milestone in cultural diplomacy through Emirati investment and a historic agreement with Paris. Nearby, the Guggenheim Abu Dhabi—set to be the largest of its kind—is under construction, further solidifying Saadiyat Island as a nucleus of global art tourism.
The UAE has also established itself as a pivotal site for religious and cultural exchange. In 2019, during its “Year of Tolerance,” Abu Dhabi hosted Pope Francis for a historic mass. In 2023, the Abrahamic Family House, a complex housing a mosque, church, and synagogue, opened its doors. The Dubai Expo 2020, which attracted over 24 million visitors from 192 countries under the theme “Connecting Minds, Creating the Future,” further cemented the UAE’s role as a convergence point for civilizations and ideas.
These initiatives carry significant diplomatic implications. By hosting globally recognized institutions, the UAE strengthens bilateral partnerships and indicates a strategic alignment with key allies. The support of the French government for the Louvre Abu Dhabi and the presence of US institutions like NYU Abu Dhabi underscore the Emirati vision, affirming its ability to be a reliable cultural and knowledge partner.
US-UAE Relations: Trust and Verification
The arrival of Disneyland in Abu Dhabi holds profound implications for US-UAE relations. The UAE has long been a key ally of Washington, hosting US troops and welcoming substantial American investments.
However, the relationship has experienced tension at times. For instance, in 2021, the Biden administration delayed a $23 billion arms deal that included F-35 fighter jets, citing concerns regarding the UAE’s involvement in Yemen and its strengthening ties with China, particularly concerning Huawei’s 5G technology. In response, Emirati officials questioned the reliability of US support and explored potential alternatives through China.
Nonetheless, both nations have taken measures to reaffirm their partnership. In September 2024, Biden designated the UAE as a “Major Defense Partner,” a distinction previously reserved for India, signaling renewed strategic alignment and facilitating closer collaboration on advanced technology and security matters.
In this light, Disney’s expansion into the UAE takes on meaning beyond mere commerce. It represents a flagship American enterprise placing its future in the hands of a stable and profitable partner in the UAE. This strategic move strengthens cultural bonds and invites a new generation of tourists to experience an American-influenced vision of the Gulf. Ultimately, it highlights that enduring partnerships are founded not only on shared interests but also on mutual experiences.
A Contest of Influence
The Disney deal in Abu Dhabi is part of a broader regional contest for soft power among the wealthiest monarchies in the Gulf: the UAE, Saudi Arabia, and Qatar.
As Saudi Arabia’s NEOM project seeks to establish the Kingdom as a modern Disneyland, Abu Dhabi underscores the UAE’s commitment to cultural openness and tourism leadership.
Qatar has historically leveraged its global media platforms, especially Al Jazeera, along with significant investments in sports diplomacy—like the landmark 2022 FIFA World Cup—to communicate a narrative of innovation on the world stage. Meanwhile, Saudi Arabia is undergoing its own rapid transformation through its “Vision 2030” initiative, focusing on heritage tourism, large-scale projects like NEOM and Qiddiya, and the hosting of international cultural and sporting events to reshape its image and diversify its economy.
What distinguishes the UAE is its proactive and coherent soft power strategy. Qatar’s media strategy often amplifies contentious political narratives and maintains ties with radical movements, while Saudi Arabia’s reforms are still ongoing. In contrast, the UAE has adopted a globally inclusive narrative framed around non-confrontational values such as tolerance, intercultural dialogue, and sustainability, making its image more relatable to international audiences. Importantly, the UAE seeks to project reliability, a coveted characteristic in a region marked by volatility.
The outcomes reflect this focus: according to the 2025 Brand Finance index, the UAE ranks 10th globally in soft power, outpacing Saudi Arabia and Qatar and even surpassing several major global powers like Russia and South Korea. This development is indicative of a broader rebranding trend in the Gulf, where soft power is evolving from a luxury to a strategic necessity for geopolitical stability in the post-oil era.
Challenges and Realities
However, not everything associated with these developments is idyllic.
Historically, theme parks in the Gulf have struggled to achieve financial viability, and Disneyland’s presence won’t eliminate concerns surrounding labor conditions in the UAE, especially regarding migrant workers, who account for 88 percent of the nation’s population. Critics could point to Disney’s potential role in obscuring these realities, a criticism that resonates with similar discussions regarding its operations in China.
Yet, soft power doesn’t necessitate perfection; it requires attraction, a principle the UAE has embraced remarkably well.
Whether this strategy will lead to lasting geopolitical benefits remains uncertain. Nevertheless, what’s evident is that in a region often characterized by hard power dynamics, Abu Dhabi has opted for competition defined by visibility, credibility, and creativity.
And who could better convey that vision than Mickey Mouse?
Amit Yarom is an incoming graduate student at the Elliott School of International Affairs at George Washington University, specializing in foreign policy research in the Arabian Gulf.
Additional Reading
Image: January 1, 2022, Urayasu, Japan – Disney characters Mickey (R) and Minnie Mouse (L) in traditional kimono dresses wave to greet guests at a New Year’s Day parade at Tokyo Disneyland in Urayasu, suburban Tokyo. (Photo by Yoshio Tsunoda/AFLO) No Use China. No Use Taiwan. No Use Korea. No Use Japan.