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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](/uploads/books/Cities-Museums-and-Soft Power-Book-Cover.jpg)
"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.