Former Canadian Prime Minister Justin Trudeau is preparing for a significant return to the global stage with a high-profile speaking engagement in Switzerland next week.
Trudeau's Keynote Address in Davos
According to the U.K.-based consultancy Brand Finance, the 54-year-old former head of government will deliver the keynote address at its annual Global Soft Power Summit on Tuesday, January 20, 2026, in Davos.
His scheduled 50-minute appearance features a fireside discussion with David Haigh, the Chairman and CEO of Brand Finance. The half-day event serves as the launch for the firm's influential 2026 Soft Power Index and is timed to coincide with the World Economic Forum's (WEF) annual meeting, which runs from January 19 to 21 in the Swiss alpine city.
Canada's Standing in Global Soft Power
The summit's theme is "Soft Power in a Hard Power World: Investing in Economic Resilience in an Era of Global Conflicts." The concept of soft power, coined by Joseph Nye Jr., refers to a nation's ability to persuade and attract through culture, values, and policies, rather than military or economic coercion.
Brand Finance's annual index, which surveys over 150,000 respondents globally, ranks 193 UN member countries. In the 2025 index, Canada held its position at seventh overall globally, a spot it has maintained since 2022. Notably, the country ranked an impressive third worldwide for reputation.
The report awards metaphorical medals across sub-categories. Canada's performance was highlighted by two gold medals: one for generosity and another for tolerance and inclusivity. The nation also secured five silver and seven bronze medals, with strengths in diplomacy, education, and sustainable development.
"Canada’s soft power is built on inclusivity, safety, and human rights," the index states. "Known for friendliness and tolerance, Canada attracts immigrants and global businesses seeking stability and ethical governance."
A Glimpse into Trudeau's Post-Political Life
This engagement marks just Trudeau's third reported public speaking appearance since leaving politics after the Liberal Party leadership convention in March, where he handed the reins to current Prime Minister Mark Carney. Interestingly, while Trudeau is not listed on the official WEF agenda, Carney is scheduled to speak in Davos just a few hours after his predecessor on Tuesday afternoon.
Trudeau's previous international speeches include a keynote at the World Knowledge Forum in Seoul last September, where he spoke on "Leadership and Resilience in a Time of Transition," and an acceptance speech for the Global Leader award from the Chicago Council on Global Affairs in October 2025.
Represented by the Speaker Booking Agency, Trudeau's in-person appearances are reported to start at $100,000. The Global Soft Power Summit 2026 will be streamed live online, convening senior leaders from government and business to explore the growing importance of soft power in today's geopolitical landscape.
