The article conceptualizes activities of airlines as a soft power tool in the state’s arsenal. The use of airlines in this capacity conforms to Alexander Vuving’s concept of three “power currencies”, one of which is “brilliance”, or level of competence. High level of onboard service, inflight print production, and promotional videos contribute to promoting positive image of a country represented by an airline. The article compares respective activities of two airlines from the Middle East – “Turkish Airlines” and “Qatar Airways”. The authors conclude that these airlines use similar range of means to influence passengers while certain nuances stem from the specifics of Turkish and Qatari foreign political strategies.