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Jelena Puzović, Ph.D., Head of the JVP Srbijavode Public Relations and International Cooperation Sector

Serbia Must Ensure the Conservation of the Precious Resource That is Water

Public Water Management Company Srbijavode engages in numerous activities aimed at overcoming the challenges brought by climate change – implementing projects to develop and...

Uroš Đorđević, Account Executive, Dell Technologies

Pioneer in the New Era of Digital Tech

Dell Technologies is a corporation that’s oriented towards technological innovation and keeps pace with technological trends in every sense, which includes AI Speaking in this...

Ana Toskić Cvetinović, Executive Director, Partners for Democratic Change Serbia

The Rule of Law is Vital Ana

Partners Serbia is an organisation that’s dedicated to advancing the rule of law and developing civil society and institutions in Serbia and around the...

Ioanna Batsialou Ph.D., Director and Owner of the Ioanna Regen Polyclinic

Passion is Key to this Job

Ioanna Batsialou Ph.D. is the director and owner of the Ioanna Regen Polyclinic, which specialises in physical medicine, rehabilitation, mesotherapy, aesthetics and anti-aging treatments Our...

Maja Marić, Country Manager Operations, CPI Property Group

Retail Parks Remain Fashionable

A key part of the company culture at CPI Property Group Serbia, which forms part of a family firm that was founded in the...

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.

Serbia Celebrates Africa Day with Grand Ceremony at Palace of Serbia

In a grand ceremony at the Palace of Serbia, the nation marked Africa Day, celebrating the rich and enduring bonds between Serbia and the...

Montenegro’s Independence Day Celebrated

Celebrating Montenegro's Independence Day with an Exhibition on Montenegrin Cyrillic Printing from the 15th and 16th Centuries. In commemoration of 530 years since the printing...

Conference “Thinking Green & Living Clean” Held

On Wednesday, 15 May, the "Thinking Green & Living Clean" conference took place at the Sava Center, marking the release of the tenth edition...

Serbia and Albania Witness Significant Trade Surge, Reaching 311.4 Million Euros in 2023

Serbia and Albania saw a notable boost in trade exchange, hitting 311.4 million euros in 2023, an 8% increase from the previous year. Exports...

Serbia Celebrates Africa Day with Grand Ceremony at Palace of Serbia

In a grand ceremony at the Palace of Serbia, the nation marked Africa Day, celebrating the rich and enduring...

Belgrade Students Triumph at Danube Cup 2024 in Austria

A team of innovative students from the University of Belgrade has claimed first place at the prestigious Danube Cup...

DM Celebrates 20 Years of Business in Serbia

On the occasion of its significant anniversary, two decades of successful operations in Serbia, dm drogerie markt organised a...

New Joint Venture Forms to Revolutionize Balkan Logistics

In a strategic move to enhance logistics operations in the Western Balkans, Transfera, a leading logistics company in the...

Concept Mercedes-AMG PureSpeed

Exciting, energising and breathtaking – the Mercedes‑AMG PureSpeed concept is the highlight in the run-up to the Formula 1™...

Concept Mercedes-AMG PureSpeed

Exciting, energising and breathtaking – the Mercedes‑AMG PureSpeed concept is the highlight in the run-up to the Formula 1™...

Western Balkans Chambers of Commerce Sign Tourism Cooperation Memorandum in US Congress

A landmark Memorandum of Cooperation has been signed at the US Congress, uniting the Chambers of Commerce of the...

EU Sets Global Standard with World’s First Artificial Intelligence Act

The European Union has taken a pioneering step by adopting the world's first Artificial Intelligence Act, setting a potential...

Montenegro’s Independence Day Celebrated

Celebrating Montenegro's Independence Day with an Exhibition on Montenegrin Cyrillic Printing from the 15th and 16th Centuries. In commemoration of...

Business Event Hosts Serbian Employment Service Presentation

In Belgrade on the 15th of May, the Slovenian Business Club, in collaboration with the National Employment Service of...

Concept Mercedes-AMG PureSpeed

Exciting, energising and breathtaking – the Mercedes‑AMG PureSpeed concept is the highlight in the run-up to the Formula 1™...

Western Balkans Chambers of Commerce Sign Tourism Cooperation Memorandum in US Congress

A landmark Memorandum of Cooperation has been signed at the US Congress, uniting the Chambers of Commerce of the...

EU Sets Global Standard with World’s First Artificial Intelligence Act

The European Union has taken a pioneering step by adopting the world's first Artificial Intelligence Act, setting a potential...

Montenegro’s Independence Day Celebrated

Celebrating Montenegro's Independence Day with an Exhibition on Montenegrin Cyrillic Printing from the 15th and 16th Centuries. In commemoration of...

Business Event Hosts Serbian Employment Service Presentation

In Belgrade on the 15th of May, the Slovenian Business Club, in collaboration with the National Employment Service of...
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