Review of Australia’s soft power

  • Media release

Today I launch the nation's first ever review of soft power to ensure Australia remains a persuasive voice in our region.

Soft power is the ability to influence the behaviour or thinking of others through the power of ideas and attraction. By leveraging our soft power strengths, we can advance Australia's global reputation and prosperity.

These strengths include our economy, multicultural society, world-class education system and sporting prowess, as well as our attractive lifestyle, values, culture, and reputation as a reliable partner, a trusted friend, and a nation of friendly and enterprising people.

Australia starts from a position of strength in global surveys of soft power, but there is always more we can do to strengthen our relationships, standing and influence in the world.

It is the right time to start a national conversation about the character of Australia's influence, particularly in the Indo-Pacific. We must keep pace with rapid globalisation and digital connectivity in order to cut through the crowded marketplace of ideas.

I encourage industry, academia and the non-government sector, as important soft power actors, to be involved in the review. Details on how to make a submission are available at

The review is a commitment of the Australian Government's 2017 Foreign Policy White Paper.

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