H.H. Sheikha Latifa Highlights Trust, Culture, and Soft Power at WEF 2026 in Davos
Davos, The Gulf Observer: H.H. Sheikha Latifa bint Mohammed bin Rashid Al Maktoum, Chairperson of the Dubai Culture and Arts Authority (Dubai Culture), participated in a high-level panel discussion at the 2026 World Economic Forum in Davos, focusing on the role of narrative, trust, and storytelling in leadership across policy, markets, and society.
The session, titled “Stories and Strength,” explored how global narratives are shaped amid growing competition and fragmentation, examining who shapes stories today, how credibility is established, and what responsible influence entails in an evolving global landscape. The discussion was held at the Congress Centre in Davos and livestreamed to an international audience, bringing together leaders from government, business, and civil society.
Distinguished participants included Maurice Lévy, Emeritus Chairman of Publicis Groupe; Richard W. Edelman, CEO of Edelman; and the discussion was moderated by Brendan Vaughan, Editor-in-Chief of Fast Company.
During the panel, H.H. Sheikha Latifa emphasized that in today’s polarised world, soft power is built through credibility and trust rather than volume or force. She stressed that integrity, consistency, and authenticity are essential for sustaining trust, particularly in environments saturated with competing narratives and skepticism.
“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,” Sheikha Latifa said. “Trust is built when values remain steady and actions align with intent.”
She highlighted the UAE’s approach, which prioritizes practice over promotion, creating an environment where residents from 195 nationalities coexist, work, and contribute with a sense of belonging. She noted that culture and creativity serve as bridges between societies, fostering curiosity, understanding, and dialogue in an era marked by anxiety and division.
Sheikha Latifa also underscored the importance of heritage and values, stating: “The UAE is often recognized for being innovative and forward-thinking, but what truly defines us is our culture and traditions. Values such as hospitality, respect, and integrity shape our society and create a ripple effect across communities.”
Regarding global engagement, she noted that credibility begins with action: “Trust is built by delivering on commitments, not by rhetoric. Every strategy and initiative must translate into real outcomes, with accountability integral to progress. The guiding purpose behind everything we do is the happiness and well-being of people.”
She stressed that meaningful storytelling starts with listening to communities, ensuring initiatives are co-created with shared ownership and a clear purpose.
H.H. Sheikha Latifa’s participation at Davos 2026 marks her second consecutive year leading the UAE delegation, reflecting the country’s commitment to shaping global dialogue through culture, creativity, and human connection. The session formed part of the WEF’s theme “A Spirit of Dialogue,” emphasizing renewed cooperation and trust-building amid global complexity and rapid change.
