Beyond rentierism: economic diversification, nation branding and public diplomacy in the United Arab Emirates

Omar Bortolazzi

Chapter 8 in Economic Challenges in the Gulf Cooperation Council Countries, 2026, pp 167-195 from Edward Elgar Publishing

Abstract: Over the past decade, the United Arab Emirates (UAE) has increasingly emerged as a significant player in regional and international affairs. Traditionally reliant on oil revenues, the UAE has systematically developed its military and security capabilities to safeguard domestic and regional interests. However, this chapter argues that beyond these traditional security measures, the UAE is actively pursuing economic diversification and nation branding to cultivate a resilient economic structure and favorable international image. Drawing on Barry Buzan's five dimensions of security—political, military, economic, social, and environmental—this research investigates the UAE's economic and diplomatic initiatives aimed at transforming its oil-dependent economy into a post-industrial, service-oriented model. Key strategies include the promotion of private sector growth, real estate development, tourism, and neoliberal policies, which have collectively transitioned the UAE towards a diversified economic system. This transition has enhanced the country's global brand and stability, reducing its dependency on oil and fostering broad-based support for a market-driven economy. Furthermore, the UAE's strategic use of soft power through nation branding and public diplomacy has played a crucial role in maintaining its political status quo and enhancing its international influence. By integrating traditional security measures with non-traditional economic and diplomatic strategies, the UAE exemplifies a comprehensive approach to achieving national and regional stability and prosperity.

Keywords: Rentierism; Economic Diversification; United Arab Emirates; Oil-dependent Economy; Post-industrial; Service-oriented Model (search for similar items in EconPapers)
Date: 2026
ISBN: 9781035358434
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