Have you ever heard of soft power? Countries like the US, China, and Russia, even Thailand from what I know, engage in these deliberate propaganda campaigns. It's like the only reason they keep the Olympics around when it's such a money drain. It's also why Hollywood has gotten so much funding from the US government over the decades.
The UAE doesn't have to sit in a room and explicitly plan it out when they can just pay hundreds of influencers to do the work for them. You're not meant to notice that it subtly normalizes and legitimizes the country in the world stage.