In Portland’s Soft Power Index for 2018, the UK rose above France to become the highest ranked country for Soft Power.
The report, however, warned against the uncertainty of Brexit, stating that ‘a positive and inclusive narrative’ is needed ‘to take to the rest of the world’, as well as ‘the right structural policies to keep Britain attractive for foreign investors, tourists and students’. The report states that ‘continued investment in the institutions and vehicles that export British soft power will only become more vital as Brexit is completed.’
The Government is increasingly turning to soft power, which attempts to influence other governments through attraction rather than coercion, by encouraging a positive attitude to the UK abroad via education, culture and other elements. In one of his first speeches as Foreign Secretary, Jeremy Hunt announced that he was making soft power one of his priorities, and the Heritage Alliance attended an event this week with other cultural sector leaders, hosted by Michael Ellis, Minister for Arts, Heritage and Tourism, on the Culture Sector’s contribution to the forthcoming Government’s soft power strategy.
You can read the Heritage Alliance’s International Report, which anticipates many of these issues and opportunities, here.