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Nicolas Marquier, Regional Manager for the Western Balkans at the IFC

Financing the Future

IFC, the largest global development institution, has provided almost $1 billion in financing to Serbia’s private sector over the past six years IFC, as a...

Iosif Vangelatos, General Manager, Inos Balkan

Proud of Tripling Trade Volume

Inos Balkan already possessed extensive expertise in the recycling sector, with its collection and processing centres, while it has today transformed itself successfully to...

Aris Karousos, CEO of Eko Serbia

Drivers Know Why They Choose Eko

Two decades ago, when this company launched its operations in Serbia, the desire was for the EKO brand to become synonymous with reliability, quality...

Danilo Đurović, General Manager, Autotechnica Serbia – Hertz

Introducing Flex Drive

As part of the Autohellas Group, which has been the absolute leader of Greece’s automotive sector since 1974, Hertz is more than just a...

Nikos Veropoulos, Owner, Veropoulos

Super Vero, Super Successful

For two decades already, company Veropoulos has been known on our market for its unique offer and high-quality products at promotional prices, but also...

H.E. Raúl Bartolomé Molina, Spanish Ambassador To Serbia

Cultural Connections Foster Long-term Relationships

Cultural diplomacy operates on the basis of the belief that shared understanding can be nurtured through the promotion of cultural exchange and dialogue, thereby resolving misunderstandings and preventing conflicts

Spain, as a country with a foreign policy that dates back centuries, is no newcomer when it comes to cultural diplomacy. In fact, in 2021 we celebrated the centenary of the establishing of the Office of Cultural Relations within the Ministry of Foreign Affairs, representing the first step towards the institutionalisation of culture, as an essential part of our foreign policy.

Spain’s cultural diplomacy is today at the forefront of our international activities and is pursuing two core objectives. The first is to promote Spain’s unique cultural heritage, which is the result of an incredible diversity of historical influences and regional differences. This includes, for example, promoting our language (the second most spoken native language in the world), our heritage (as the country with the third most UNESCO World Heritage sites) or our gastronomy, with Spanish cuisine ranked among the best in the world. Our culture also includes many intangibles, like our personality, character, ingenuity and creativity, which form the very foundations of our national identity and traditions and have given birth to an endless list of influential international figures in all the arts and crafts, both classical and contemporary.

The second is to explain that Spain is much more that all this; much more that fiesta, siesta, bulls, paella, sea and sun. Forty years after the end of military dictatorship, Spain is today a modern, solid, pluralistic democracy committed to advancing key issues like social and gender equality, development and inclusivity.

Culture builds trust through exchange programmes, collaborations and education, fostering personal connections that promote dialogue and lasting relationships

It also has a strong and stable economy and is at the forefront of digital transition, renewable energies, creativity and innovation. Spain is also an active, reliable and fully committed member of both the EU and the UN-centred multilateral system, and it is supportive of world peace and stability. This is something that people wouldn’t normally think of when Spain is mentioned.

In this context, it is easy to understand how cultural diplomacy refers to the use of cultural elements, such as the arts, language, tradition and values, to shape and promote our country’s image, reputation and influence on the global stage. However, cultural diplomacy is much more than this.

Cultural diplomacy operates on the premise that promoting cultural exchange and dialogue can lead to the finding of common ground, the resolving of misunderstandings, and the mitigating and avoiding of conflicts. It is therefore easy to understand how culture quickly becomes an indispensable instrument of any foreign policy. It enables exchanges of ideas, values, experiences and perspectives between peoples. By learning about and appreciating different cultures, nations can develop better mutual understanding, overcoming stereotypes and prejudices that are generally the source of confrontation.

Culture is one of the best instruments to build trust through cultural exchange programmes, artistic collaborations and educational projects that offer opportunities for people from different cultures and countries to interact and establish personal connections. These connections help build trust, promote dialogue and foster lasting relationships. They even open channels of communication between nations that can serve as a foundation for resolving problems and even avoiding future conflicts.

New ENEF II Fund to Propel Growth in Western Balkans

The European Bank for Reconstruction and Development (EBRD) has announced the introduction of the Enterprise Expansion Fund II (ENEF II), aimed at fostering the...

Serbia Poised to Drive Regional Growth, Says German Ambassador

Germany's Ambassador to Belgrade, Anke Konrad, has expressed optimism about Serbia's capacity for accelerated progress towards European Union membership, suggesting the nation could become...

Japan’s Generous Health Sector Aid to Serbia Strengthens Bonds

In a display of enduring friendship and solidarity, the Japanese Embassy in Serbia, led by Ambassador Akira Imamura, has announced a significant donation to...

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Census Results Cause Concern

The Ministry of Education claims to be exerting ongoing efforts to reform education, but census results indicate the need for more work. The “Platform...

Kushner Eyes Balkan Luxury Developments in Serbia and Albania

Jared Kushner, closely related to former U.S. President Donald Trump as his son-in-law, is turning his attention to the...

New ENEF II Fund to Propel Growth in Western Balkans

The European Bank for Reconstruction and Development (EBRD) has announced the introduction of the Enterprise Expansion Fund II (ENEF...

European Parliament Passes Groundbreaking AI Law

The European Parliament has adopted the Artificial Intelligence (AI) Act, aiming to safeguard fundamental rights, democracy, the rule of...

European Parliament Members Endorse Western Balkan Reform and Growth Instrument

Members of the European Parliament's committees on foreign affairs and budget have officially adopted a stance on the Western...

US Leads Global Oil Production for the Sixth Consecutive Year

The United States has maintained its position as the world's leading oil producer for the sixth year in a...

Kushner Eyes Balkan Luxury Developments in Serbia and Albania

Jared Kushner, closely related to former U.S. President Donald Trump as his son-in-law, is turning his attention to the...

European Parliament Passes Groundbreaking AI Law

The European Parliament has adopted the Artificial Intelligence (AI) Act, aiming to safeguard fundamental rights, democracy, the rule of...

European Parliament Members Endorse Western Balkan Reform and Growth Instrument

Members of the European Parliament's committees on foreign affairs and budget have officially adopted a stance on the Western...

US Leads Global Oil Production for the Sixth Consecutive Year

The United States has maintained its position as the world's leading oil producer for the sixth year in a...

Balkan Borders Blur as Free Labor Movement Pact Launches

Marking a significant shift in the labor markets of Southeast Europe, Serbia, Albania, and North Macedonia have forged an...

Kushner Eyes Balkan Luxury Developments in Serbia and Albania

Jared Kushner, closely related to former U.S. President Donald Trump as his son-in-law, is turning his attention to the...

European Parliament Passes Groundbreaking AI Law

The European Parliament has adopted the Artificial Intelligence (AI) Act, aiming to safeguard fundamental rights, democracy, the rule of...

European Parliament Members Endorse Western Balkan Reform and Growth Instrument

Members of the European Parliament's committees on foreign affairs and budget have officially adopted a stance on the Western...

US Leads Global Oil Production for the Sixth Consecutive Year

The United States has maintained its position as the world's leading oil producer for the sixth year in a...

Balkan Borders Blur as Free Labor Movement Pact Launches

Marking a significant shift in the labor markets of Southeast Europe, Serbia, Albania, and North Macedonia have forged an...
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