What is Soft Power?
Soft Power is the ability to influence behavior through persuasion, attraction or agenda setting.
In the recent ground-breaking book Cities, Museums and Soft Power, Gail Dexter Lord, Ngaire Blankenberg and 11 essayists from 13 cities around the world demonstrate how cities and cultural institutions working together can be a force for change.
"Cities, Museums and Soft Power is required reading for anyone interested in culture, creative cities and the creative economy."
— Irina Bokova, Director-General, UNESCO
What is a Soft Power Destination?
Places that people want to visit and engage with because of their influence, which comes from their excellence, relevance, sustainability and legitimacy.