Aviation diplomacy: Qatar Airways in the South Caucasus

Aras B., KÜÇÜKBAŞ DUMAN F.

Southeast European and Black Sea Studies, 2025 (SSCI) identifier

  • Publication Type: Article / Article
  • Publication Date: 2025
  • Doi Number: 10.1080/14683857.2025.2559208
  • Journal Name: Southeast European and Black Sea Studies
  • Journal Indexes: Social Sciences Citation Index (SSCI), Scopus, Academic Search Premier, IBZ Online, International Bibliography of Social Sciences, Historical Abstracts, Humanities Abstracts, Index Islamicus, Political Science Complete, Public Affairs Index, Sociological abstracts, Worldwide Political Science Abstracts
  • Keywords: Aviation diplomacy, foreign policy, nation branding, Qatar Airways, soft power, South Caucasus
  • Istanbul University Affiliated: Yes

Abstract

This article explores aviation diplomacy, defined as diplomatic processes within civil aviation, acknowledging the expanded role of non-state actors. Employing a tripartite framework–aviation as a foreign policy tool, for shaping national image and soft power, and as independent diplomatic actors–the study analyzes Qatar Airways’ influence on Qatar’s soft power and nation branding in the South Caucasus. Findings indicate that Qatar Airways, with substantial government backing, functions as a strategic instrument of Qatar’s foreign policy and public diplomacy. Its global network, high-profile sponsorships (e.g. Formula 1, FIFA), and humanitarian initiatives are integral to nation branding, fostering positive perceptions via a ‘reversed country of origin effect.’ The airline itself also operates as an independent diplomatic actor through ‘business diplomacy,’ engaging directly in negotiations, shaping trade, and conducting humanitarian efforts. This framework’s empirical application highlights civil aviation’s dynamic role in international relations and the increasing importance of multistakeholder collaboration in diplomacy.