H.H. Sheikha Latifa bint Mohammed led the UAE’s presence at WEF Davos 2026, sharing insights on soft power, storytelling and inclusive leadership.
DAVOS: H.H. Sheikha Latifa bint Mohammed bin Rashid Al Maktoum, Chairperson of Dubai Culture, participated in a key session during the World Economic Forum Davos 2026 programme. Titled Stories and Strength, the panel explored how trust, perception, and storytelling are influencing leadership across policy, markets, and society.
Speaking to a global audience, Sheikha Latifa shared the UAE’s approach to soft power, grounded in trust, credibility, and cultural inclusion. She explained that influence is no longer built through loud messaging, but through consistent values, action, and authenticity. Credibility is formed when actions align with purpose, she said, and that consistency helps earn long-term trust.
Sheikha Latifa highlighted that the UAE is home to people from over 195 nationalities, where diverse cultures, languages, and beliefs are respected. She described this as a living example of soft power built through openness and belonging. She added that creativity and culture are effective bridges between societies, sparking curiosity and understanding across borders.
The discussion featured global business leaders including Maurice Lévy and Richard Edelman, with moderation by Brendan Vaughan of Fast Company. Sheikha Latifa emphasised that storytelling begins with listening and that strategies should reflect real voices from communities, particularly in creative sectors. She also spoke about the UAE’s leadership model, which focuses on outcomes, accountability, and the well-being of people.
Her reflections tied closely to the overarching theme of the 2026 summit, A Spirit of Dialogue, which encouraged renewed cooperation amid global complexity. This marked her second consecutive year leading the UAE delegation at Davos, reinforcing the country’s role in shaping global cultural narratives and building cross-border trust.
