Soft power refers to the ability to change what others think and do through attraction and persuasion rather than compulsion and coercion. Scholars are still divided and failed to agree on an exact definition of soft power which remains loose and vague.

The Middle East remains of a major geostrategic importance. Global powers found in the recent developments an opportunity to chart their way into the region; sending troops and reinforcements, rebuilding alliances and restoring old relations. Amidst this chaotic environment, a number of regional forces opted to adopt a different approach: soft power. 

The International School of Protocol & Diplomacy (ISPD), which has its headquarters in Brussels, Belgium will be opening its center in Muscat by January. ISPD is Europe’s leading academic institution offering programs in protocol, diplomacy and cross-cultural communication skills, and this center will be its first in the Middle East.[...] “With powerful nation-branding efforts, Oman and the entire Middle East could project their real business and growth potential to the rest of the world."

Internationalization of higher education is becoming a new mantra for the Polish government. In June, the Ministry of Science and Higher Education signed an agreement with the UAE to attract more of their students. Poland already has similar agreements with Oman, Malaysia, and China. [...] The point is that there are lots of reasons to internationalize and the rankings are one small part. 

BAE Systems , the global defense, security and aerospace company, has shown its commitment to advancing higher education with the signing of a Memorandum of Understanding (MoU) with the British Embassy in Oman to sponsor The Chevening/ BAE Systems Oman.

H E George Hisaeda, Ambassador of Japan to Oman, believes diplomacy is not exclusive to diplomats. “Grassroots or people-to-people diplomacy is increasingly important in the interconnected ‘global village’ of modernity,” he says.

The Embassy of Japan will co-host a photography exhibition titled 'Hiroshima, City of Peace'  in association with the city of Hiroshima, Oman-Japan Friendship Association (OJFA), and the Hiroshima-Oman Friendship Association, from November 30 to December 6, in the main atrium of Muscat Grand Mall.