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Soft Power
Soft Power is the ability to influence behavior through persuasion, attraction or agenda setting.

"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?
Soft Power Destinations are places that people want to visit and engage with because of their influence, which comes from their excellence, relevance, sustainability and legitimacy.