Celebrating Soft Power

The Soft Power Destinations Awards celebrate many of the little and big actions and decisions that often go unnoticed but are brave and thoughtful and have ripple effects in trying to make the world a better place. We wanted to recognize not just the visible markers of amazingness – the exhibitions and architecture – but also the incredible work being done ‘behind the scenes’ that gives an institution its soft power. We want to applaud destinations that are influential, not because of their price tag, but because of the way in which they relate to and are received by the communities around them.