The Berlin International Economics Congress 2013 “Intercultural Relations, Youth Development Advancement, Environmental Responsibility & Ecotourism: Opportunities for Successful Nation Branding in the 21st Century” (Berlin, March 6th - 10th, 2013) The Berlin International Economics Congress 2013 The Berlin International Economics Congress 2013 “Intercultural Relations, Youth Development Advancement, Environmental Responsibility & “Intercultural Relations, Youth Development Advancement, Environmental Responsibility & Ecotourism: Opportunities for Successful Nation Branding in the 21st Century Ecotourism: Opportunities for Successful Nation Branding in the 21st Century (Berlin, March 6th - 10th, 2013) (Berlin, March 6th - 10th, 2013)

Expression of Gratitude Introduction

The Institute for Cultural Diplomacy (ICD) would like to extend its sincere gratitude to all those who dealt with the outreach, planning, organization, and support of the “Berlin International Economics Congress 2013,” including: Piotr Wójcik, Seth Timpke, Kamila Zatorska, Alix Lang, Alberto Traval, Pilar Rukavina, Jakub Cywinski, Karen Diop, Witold Wrótniak, Tjaša Sobočan, Katarzyna Gluszak, Peter Dudič, Umamah Basit, Sofiya Petkova, Denisa Pikusova, Dante Kotsinas, Cassia Casagrande, Arturs Holavins, Andrea Peptine, Davide Rastelli, Alex Hannah, Laura Richardson, Victoria Perlini, David Krajl, Josefien Smet, Cindy Pelgrims, Ludmila Vávrová, Ester de Greef, Jacek Jarosiński, Charlotte Vande Woestyne, Vicky Ramsden, and Lucie Gil.

We would also like to issue special warmth of gratitude to the Program Directors and Managers of the “Berlin International Economics Congress 2013,” including: Denislav Botev, Katie Dickmeyer, Elvira Gonzalez-Valles, and William Hernad.

The ICD and the organizers of the “Berlin International Economics Congress 2013,” would further like to thank the participants and speakers of the conference, whose enthusiasm and participation were a vital contribution to the phenomenal success of our event.

From the 6-10th of March 2013, the ICD held “The Berlin International Economic Congress 2013”, one of the world’s leading global conferences combining the fields of International Relations, International Economics, Globalization and Nation Branding. The event coincided with the ITB Berlin (Internationale Tourismus-Börse Berlin), which is the world’s largest tourism trade fair. The Berlin International Economic Congress featured a wide range of speakers from various backgrounds, giving insight into the role of Cultural Diplomacy in the context of their own fields, which included Environmental Responsibility, Intercultural Relations, Youth Development Advancement, Nation Branding and Economics.

The 2013 Congress focused on innovative strategies to promote nation branding activities as a means to tackle economic, environmental, social and cultural concerns, while also reviewing, debating, and evaluating the latest developments in the fields of international relations, international economics, and globalization. With nation branding as its core theme, the Congress explored and presented the benefits and opportunities for nation branding campaigns established on the promotion of intercultural relations, sustainable development, youth education and advancement, ecotourism and environmental responsibility.

The issues of intercultural relations, environmental responsibility, and youth development advancement are becoming increasingly significant topics within the international community and are currently even included as priorities in the second-term agenda of the Obama Administration. Concurrently, global challenges such as climate change migration, graduate unemployment, intercultural dialogue and sustainable development continue to dominate the agendas of global governance organizations and governments. Due to the prominence of these universal dilemmas, the Institute for Cultural Diplomacy has dedicated the 2013 Congress to exploring best practices in raising awareness and finding solutions.

www.culturaldiplomacy.org The Institute for Cultural Diplomacy 2 www.culturaldiplomacy.org The Institute for Cultural Diplomacy 3 The Berlin International Economics Congress 2013 “Intercultural Relations, Youth Development Advancement, Environmental Responsibility & Ecotourism: Opportunities for Successful Nation Branding in the 21st Century (Berlin, March 6th - 10th, 2013)

Agenda

The Congress 2013 was divided into three complementary parts. The program began by looking in greater detail at the theme: “Process and Progress of Nation Branding and National Brands in the 21st Century.” During this part of the program participants had the opportunity to experience Berlin’s famous “International Tourism Exchange Conference - ITB Berlin”. In addition, over the three days of the conference, the concepts of “Cultural Diplomacy” and “Soft Power” were explored in greater depth.

The second part of the program built on these components by considering the role that nation branding campaigns can play in promoting youth education & development.

The final part of the program applied the discussions to one of the most vital issues that will determine global politics and international economics over the coming years: “Sustainable Development, environmental responsibility and Climate Change.”

Innovative Nation Branding Strategies in a Globalized World • The Process and Progress of Nation Branding and National Brands in the 21st Century • The Importance of the Cultural Aspects for Contemporary Nation Branding Campaigns • Understanding and Shaping National Brands in the Communication Age • Nation Branding, Youth Development Advancement and Environmental Responsibility

Nation Branding Global Politics and Intercultural Relations • Strengthening Intercultural Relations and Increasing Foreign Investment • International Relations and Nation Branding in the Communication Age • Comprehensive Strategies for the Future: Linking Nation Branding, Multiculturalism and International Investment Policies • Nation Branding and Corporate Social Responsibility in a Globalized World

Environmental Responsibility & Ecotourism • The Development of Ecotourism in the 21st Century • Nation Branding, Environmental Responsibility & Ecotourism • Cultural Diplomacy and Sustainable Tourism • High Levels of Tourism and a Strong National Brand

International Economics: Integrating Fair and Free Trade • Fair Trade: Understanding the relation of Fair Trade to Sustainable Tourism and International Investment • Current and Future Free Trade Areas: the Political, Economic, and Cultural Dimensions

www.culturaldiplomacy.org The Institute for Cultural Diplomacy 4 Dr. Supachai Panitchpakdi, the Secretary-General for the UN Conference on Trade and Development and the Former Director-General of the with a participant of the BIEC The Berlin International Economics Congress 2013 The Berlin International Economics Congress 2013 “Intercultural Relations, Youth Development Advancement, Environmental Responsibility & “Intercultural Relations, Youth Development Advancement, Environmental Responsibility & Ecotourism: Opportunities for Successful Nation Branding in the 21st Century Ecotourism: Opportunities for Successful Nation Branding in the 21st Century (Berlin, March 6th - 10th, 2013) (Berlin, March 6th - 10th, 2013) Conference Timetable Conference Timetable

Wednesday, March 6th

Thursday, March 7th 10:00 : Welcome Address Dr. Supachai Panitchpakdi; Democratic Republic of the 18:00: “Innovative Nation “Nation branding - key for Eka Tkeshelashvili; Amb. Congo Embassy Afternoon Branding in Africa: the Case 9:30: Participant Paper 11:00: “Corporate Cultural 14:30: Welcome Words 17:30: “Capital Market in the success of States in Mohamed Orabi; Jürgen Reception Malawi” Congo- Between Conflicts Diplomacy: Cultural President Emil the : Sustaining Transition” Janssen12:30: “A Common 16:00: “Environmental Speaker: and Human Rights & Social Responsibility Constantinescu Growth and Creating (Lecture & Discussion) Ground for Differentiated Responsibility & Ecotourism: (Lecture & Discussion) in the Corporate Opportunities” Speaker: Sustainable Business: The Opportunities for Successful H.E. Amb. Isaac Speaker: Environment” (President of the (Lecture & Discussion) UN Global Compact and the Nation Branding in the 21st Chikwekwere Lamba (Interactive Panel Academy for Cultural Speaker: Eka Tkeshelashvili Concept of Glocality” Century” Salam Zahran, Discussion) Diplomacy; Former (Lecture & Discussion) (Ambassador of Malawi to Moderator: President of Romania; Hans B. Sicat (Former Vice Prime- (Lecture & Discussion) Speakers: ) (International Law Former President of the Minister, State Minister of Speaker: 18:30: Burundi Cultural Student at the Adam Mark C. Donfried University of Bucharest) (President & CEO, The Georgia for Reintegration; Mulugeta Seid Damtew Evening Mickiewicz University 15:30: Tea, Coffee Philippine Stock Exchange, Former Foreign Minister) Jürgen Janssen (Keynote Speech, Cultural and Representative of the Speakers: & Refreshments Inc.) 10:30: Opening Speech (State Minister Ministry Activity & Dinner) Human Rights Center in 16:00: “Sustainable 18:30: Sri Lanka Cultural “Current and Future Free (Head, German Global of Cultural Tourism of Keynote Evening Address Beirut, Lebanon) Hans B. Sicat; Milan Maric; Tourism in the Evening Trade Areas: the Political, Compact Network) Ethiopia) Speakers: 10:00 : “Are we our Edward W. Scott Mediterranean” (Keynote Speech and Economic, and Cultural 13:00: Haiti Embassy Dr Berhane Asfaw Brother’s Keeper? U.S. (Lecture & Discussion) Presentations, Cultural Dimensions” Reception &Lunch H.E. Amb. Edouard Bizimana NGOs and Global Poverty” 12:00: Reception - Tajikistan Speaker: Performances & Dinner) (Lecture & Discussion) 14:30: “Haiti: Towards (Ethiopian Paleontologist) (Lecture & Discussion) Embassy. Tea, Coffee and Keynote Evening Address Speaker: a Sustainable Tourism” 16:30: Montenegro Event (Ambassador of Burundi to Speaker: Refreshments Deirdre Shurland Speaker: (Lecture & Discussion “Montenegro’s Nation Germany) “Nation Brand Tajikistan” (Senior Consultant, UN Dr. Supachai Panitchpakdi Speaker: Branding through Science Minister Victoire Ndikumana Edward W. Scott (Presentation) Environment Program) H.E. Amb. Upali Sarrath and Innovation” Speaker: Kongahage (Secretary-General, UN Pierre M. Kerby Lacarriere (Lecture & Discussion) (Minister of Commerce, (American Businessman, 16:30: “Public Diplomacy Conference on Trade and Speaker: Industry, and Tourism of Philanthropist; Co- H.E. Amb. Imomudin & Nation Branding in (Ambassador of Sri Lanka Development; Former (Deputy Head of Mission, Burundi Founder of Enterprise Globalized World” to Germany) Director-General of the Embassy of Haiti to Minister Sanja Vlahovic Software Company BEA (Ambassador of Tajikistan (Lecture & Discussion) Rumy Jauffer World Trade Organization) Germany) Systems) to Germany) Speaker: 11:30: “Graduate 15:00: “Eco-Tourism in the (Minister of Science of 13:00: Lunch Break Session (Managing Director, Sri Unemployment & Youth Democratic Republic of Montenegro) Amb. Mohamed Orabi Lanka Tourism Promotion Development Advancement” the Congo: Opportunities 17:30: “Socially Responsible Bureau) (Interactive Panel & Challenges” Investment in e-Government (Former Foreign Minister Nishantha Wickremasinghe Discussion) (Lecture & Discussion) for Innovative Montenegro of Egypt) Dr. Supachai Panitchpakdi Speaker: Brand” (Chairman, Sri Lankan (Lecture & Discussion) Airlines) Moderator: H.E. Amb. Kamanga Speaker: Clementine Shakembo Mark C. Donfried Milan Maric (Ambassador of the Speakers: Democratic Republic of the (Director, S&T Montenegro) Congo to Germany)15:30: www.culturaldiplomacy.org The Institute for Cultural Diplomacy 6 www.culturaldiplomacy.org The Institute for Cultural Diplomacy 7 The Berlin International Economics Congress 2013 The Berlin International Economics Congress 2013 “Intercultural Relations, Youth Development Advancement, Environmental Responsibility & “Intercultural Relations, Youth Development Advancement, Environmental Responsibility & Ecotourism: Opportunities for Successful Nation Branding in the 21st Century Ecotourism: Opportunities for Successful Nation Branding in the 21st Century (Berlin, March 6th - 10th, 2013) (Berlin, March 6th - 10th, 2013) Conference Timetable Conference Timetable Friday, March 8th Saturday, March 9th 9:30: “Burkina Faso to the (Ambassador of 15:30: Irish Embassy (Faculty Manager: Test of Climate Change” to Germany) Afternoon Reception Faculty of Business, Cape 9:30: Participant Paper 11:30: Tea, Coffee and 14:00: Lunch Break Session 17:30: “Climate Change as (Lecture & Discussion) 12:00: Reception – The 16:00: “Innovative Nation Peninsula University of “Creativity as a Tool for Refreshments 15:30: “Tourism for the a Threat to Global Peace Speaker: Kyrgyz Republic Embassy Branding Strategies” Technology, ) Change Making in Society” 12:00: “Intergenerational Future: Why Tourism will & Stability?” Tea, Coffee and (Interactive Panel 18:00: Participant Paper (Lecture & Discussion) Conflict & Solidarity” Play a Key Role in Global (Interactive Panel H.E. Amb. Marie Odile Refreshments Discussion) “Land Degradation in the Speaker: (Lecture & Discussion) Development and what Key Discussion – Round Table Bonkoungou-Balima “Nation Brand Kyrgz Moderator: Upper East Region of Speaker: Factors can make Tourism Discussion) Republic” Ghana, West Africa” Metta Sparre: a Force for Good Business Moderator: (Ambassador of Burkina (Presentation) Mark C. Donfried (Lecture & Discussion) The Hon. Anna and Sustainable Futures” Faso to Germany) Speakers: Speaker: (Coordinator for Diamantopoulou (MP) (Lecture & Discussion) Lord Jack McConnell 10:00 : “The Importance Speakers: “Women Leaders for Speaker: of Nation Branding in H.E. Amb. Bolot Otunbaev Richard Ashley Sustainability”) (Former European (Member, House of Lords; Demonstrating and Stine Skog Dale; Maria 10:00 : “The Impact of Commissioner for Shannon Stowell Former First Minister of Encouraging Change” (Ambassador the Kyrgyz Jose Ma rroquin; Cade (Executive Director/ / Immigration, Education, Employment, Social Scotland) (Lecture & Discussion) Republic to Germany) Christopher Russell; Senior Research Fellow, and the Funding of Youth Affairs and Equal (President of the Speakers: Speaker: Daniyar Kazakov EunYoung Kang; Lena Center For Policy Education on North-South Opportunities) Adventure Travel and Johanna Campbell; Teresa Integration & Resources Solidarity and Divisions 12:30: Establishment Trade Association) Adonis Yiangou; Dr. Erhard Lord Jack McConnell (Deputy Minister of Guadalupe Palomar Tapia Management (CPIRM) between the Regions of Ceremony - Organization 16:30: “A New Sustainable Busek; Louis D’Amore ; Culture & Tourism of the ; Kuniko Nagafuku; Koen Ghana) the European Union” for Youth Education Economic Model for Nicola Spafford Furey; (Member, House of Lords; Kyrgyz Republic) Wellink 18:30: Angola and (Lecture & Discussion) & Development (OYED) Cyprus” Carlo Alberto Pinelli; Axl Former First Minister of 13:00: Lunch Break Session Democratic Republic of Speaker: (Keynote Address) (Lecture & Discussion) Caicedo; Mark C. Donfried; Scotland) 14:30: “Branding Hong 17:00: “Economic Congo Cultural Evening President Emil Speaker: Giovanni Tonutti; Pilar 11:00: “Nation Branding in Kong in the 21st century - Diversification: Azerbaijan (Keynote Speech, Cultural The Hon. Dr. Erhard Busek Constantinescu Rukavina Afghanistan” Asia’s World City” Model of Development” Activity & Dinner) Adonis Yiangou (Lecture & Discussion) (Lecture & Discussion) (Lecture & Discussion) Keynote Evening Address (Former Vice-Chancellor “Youth & Unemployment – 18:30: Pakistan Cultural Speaker: Speaker: Speaker: Speaker: of Austria; Former Who has to blame?” (Deputy Secretary Evening Minister for Science and (Interactive Panel General, Cyprus Green (Keynote Speech, Cultural Abed Nadjib Ivan K B Lee H.E. Amb. Parviz H.E. Amb.Alberto Correia Research of Austria) Discussion) Party) Activity & Dinner) Shahbazov Neto 10:30: Welcome Words Moderator: Keynote Evening Address (Minister Counselor at the (Director, The Hon. Dr. Erhard Busek Speaker: Embassy of the Islamic Economic and Trade (Ambassador of (Ambassador of Angola to Dr. Erhard Busek Republic of Afghanistan in Office, Berlin) Azerbaijan to Germany) Germany) “Engaging People for H.E. Abdul Basit Berlin) 15:00: “Opportunities for 17:30: Participant Paper H.E. Amb. Kamanga a Sustainable Europe” Speakers: 11:30: “Yes, I do! - Nation Branding: Ireland’s “Building the Economy of Clementine Shakembo (Lecture & Discussion) (Ambassador of Pakistan Portuguese EU Presidency and The Coastal Rural Communities Speaker: President Emil to Germany) Commitment Towards Gathering, 2013” through Tourism Sector (Ambassador of the Constantinescu; President Youth Development (Lecture & Discussion) in Africa: Experiences Democratic Republic of President Staffan Nilsson: Staffan Nilsson: ; Lord & Intercultural Relations” Speaker: & Advancement in South the Congo to Germany) Jack McConnell; Eka (Lecture & Discussion) Africa” (President, European Tkeshelashvili; Adonis Speaker: H.E. Amb. Dan Mulhall: (Lecture & Discussion) Economic and Social Yiangou; H.E. Amb. Speaker: Committee) Edouard Bizimana; Laura H.E. Amb. Luís Almeida (Ambassador of Ireland to Richardson; Peter Dudic Sampaio Germany) Lulamile Ntonzima www.culturaldiplomacy.org The Institute for Cultural Diplomacy 8 www.culturaldiplomacy.org The Institute for Cultural Diplomacy 9 The Berlin International Economics Congress 2013 The Berlin International Economics Congress 2013 “Intercultural Relations, Youth Development Advancement, Environmental Responsibility & “Intercultural Relations, Youth Development Advancement, Environmental Responsibility & Ecotourism: Opportunities for Successful Nation Branding in the 21st Century Ecotourism: Opportunities for Successful Nation Branding in the 21st Century (Berlin, March 6th - 10th, 2013) (Berlin, March 6th - 10th, 2013) Conference Timetable Sunday, March 10th

9:30 : Participant Paper Joy Hyvarinen Prof. Dr. Thomas Jung 17:00: “Civil Society’s Role “African festivals – in Tackling Climate Change Perspectives on Cultural (Executive Director, (Professor, Climate Issues” Investment” Foundation for Sciences, Alfred-Wegener- (Lecture & Discussion) (Lecture & Discussion) International Institute for Polar and Speaker: Speaker: Environmental Law and Marine Research) Development) 15:00: “Successful Socio- Andreina Maggiore Amer Nabeeh Tadros 11:30: Tea, Coffee and Environmental Processes Gerges Refreshments protecting Urban (Director, Club Alpino 12:00: “Mountaineering: Ecosystems facing Climate Italiano) (General Director for Sustainable Development Change” 17:30: “Meeting the Programs & International & Environmental (Lecture & Discussion) Challenges of Climate Festivals, Foreign Cultural Protection” Speaker: Change: A Global Relations, Ministry of (Lecture & Discussion) Perspective” Culture of Egypt) Speaker: Axl Caicedo (Lecture & Discussion) 10:00 : “Energy, Economy Speaker: and Sustainable Societal Prof. Carlo Alberto Pinelli (Director, Natural Planet Behavior – How These are Foundation) Louis D’Amore Linked Together?” (Asian Desk, Mountain 15:30: Tea, Coffee (Lecture & Discussion) Wilderness International) & Refreshments (Founder & President, Speaker: 12:30: “New Hope for 16:00: “The Global International Institute for a New Generation: How Resource Cap” Peace through Tourism) Dr. Werner Zittel youth are addressing (Lecture & Discussion) 18:00: “Environmental climate change issues Speaker: Responsibility (Chairman of the Board, through collective action & Sustainable Action Ludwig-Bölkow-Stiftung) to advance the Green Mátyás Prommer for Climate Change: The 10:30: “Climate Mitigation: Economy” Cultural Dimension” Lessons from Best Practice” (Lecture & Discussion) (General Secretary, (Concluding Panel (Lecture & Discussion) Speaker: CEEweb for Biodiversity) Discussion ) Speaker: 16:30: “Earth Focus - Moderator: Chris Castro Inspiring, Empowering and Prof. Dr. Martin Jänicke: Giving a Voice to Youth Mark C. Donfried (Co-founder / Executive to Bring about Positive (Professor Emeritus, Director, IDEAS For Us) Change” Speakers: Political Science, Free 13:00: Sunday Brunch (Lecture & Discussion) University of Berlin) Speaker: Louis D’Amore; Prof. Carlo 14:30: “Uncertainty in Alberto Pinelli; Andreina 11:00: “Climate Change and Regional Climate Change Nicola Spafford Furey Maggiore; Joy Hyvarinen; Global Justice” Predictions” (Lecture Nicola Spafford Furey; (Lecture & Discussion) & Discussion) (Vice President, The Mátyás Prommer; Axl Speaker: Speaker: Earthfocus Foundation) Caicedo; Chris Castro

www.culturaldiplomacy.org The Institute for Cultural Diplomacy 10 Mark Donfried with H. E. Amb. Kamangawww.culturaldiplomacy.org Clementine Shakembo andThe H.Institute E. Amb. forMarie Cultural Odile DiplomacyBonkoungou-Balima11 The Berlin International Economics Congress 2013 The Berlin International Economics Congress 2013 “Intercultural Relations, Youth Development Advancement, Environmental Responsibility & “Intercultural Relations, Youth Development Advancement, Environmental Responsibility & Ecotourism: Opportunities for Successful Nation Branding in the 21st Century Ecotourism: Opportunities for Successful Nation Branding in the 21st Century (Berlin, March 6th - 10th, 2013) (Berlin, March 6th - 10th, 2013)

Conference Summary The Berlin International Economics Congress 2013

Intercultural Relations, Youth Development Advancement, Environmental Responsibility & Ecotourism: Opportunities for Successful Nation Branding in the 21st Century.

The Berlin International Economics Congress (BIEC) is one of the most important Conferences that take place every year in Berlin. This year, the BIEC was held in parallel to the ITB and focused on the innovative strategies for nation branding, but included a wide range of topics such as intercultural relations, youth development advancement and Dr. Supachai Panitchpakdi, Secretary-General of UNCTAD and Former Director The Hon. Ekaterine Tkeshelashvili, Former Vice Prime-Minister, State Minister of environmental responsibility and ecotourism. General of the World Trade Organization Georgia for Reintegration

The support of the ICD Advisory Board Members was key during the BIEC 2013. The ICD Board Members who assisted State Minister of Georgia for Reintegration and Former Foreign Minister Eka Tkeshelashvili officially opened the “Berlin included Eka Tkeshelashvili (Former Vice Prime-Minister, State Minister of Georgia for Reintegration; Former Foreign International Economic Congress 2013,” with a presentation on successful strategies for Nation Branding, amajor Minister); Lord Jack McConnell (Member, House of Lords; Former First Minister of Scotland); The Hon. Dr. Erhard theme which was continuously touched upon throughout the day. Busek (Former Vice-Chancellor of Austria; Former Minister for Science and Research of Austria) and the Hon. Anna Diamantopoulou, Former European Commissioner for Employment, Social Affairs and Equal Opportunities. This was followed by an opening speech from Dr. Supachai Panitchpakdi, the Secretary-General for the UN Conference on Trade and Development and the Former Director-General of the World Trade Organization,, whom analyzed the political, economic and cultural dimension of the multilateral, regional and unilateral trade agreements; Dr. Panitchpakdi introduced many of the topics that were to be discussed further on during the week, such as environmental policy, intercultural relations and the importance of cultural dimension for trade and development.

www.culturaldiplomacy.org The Institute for Cultural Diplomacy 12 www.culturaldiplomacy.org The Institute for Cultural Diplomacy 13 The Berlin International Economics Congress 2013 The Berlin International Economics Congress 2013 “Intercultural Relations, Youth Development Advancement, Environmental Responsibility & “Intercultural Relations, Youth Development Advancement, Environmental Responsibility & Ecotourism: Opportunities for Successful Nation Branding in the 21st Century Ecotourism: Opportunities for Successful Nation Branding in the 21st Century (Berlin, March 6th - 10th, 2013) (Berlin, March 6th - 10th, 2013)

Innovative Nation Branding Strategies for the 21st Century The representation the Governments from all around the world and the presence of the Berlin Diplomatic Community demonstrated not only the importance of nation branding in the 21st century, but also the role that Cultural Diplomacy can play in this field. In this context, the involvement of the Embassies of Burundi, Angola, RDC, Sri Lanka and Pakistan The first part of the Conference focused primarily on the role of Nation Branding in the 21st Century and featured an made the evenings of the BIEC a special occasion to experience cultural diplomacy in practice and get a deeper impressive list of speakers, including Amb. Mohamed Orabi, the Former Foreign Minister of Egypt, who held a speech knowledge of their countries and respective cultures. on the importance of Public Diplomacy and Nation Branding. He focused on the challenge of avoiding a stereotyping war and how the power of public diplomacy has the potential to be used for positive and negative ends. Another noteworthy speech was held by Minister Maria Grapini, the Minister for Business & Tourism in Romania. Her speech State Ministers and Berlin Diplomatic Community at the BIEC 2013 focused on Nation Branding strategies used in Romania. Deirdre Shurland, the Senior Consultant of the UN Environment Program, delivered a fascinating speech on sustainable tourism in the Mediterranean and the opportunities and challenges facing the ecotourism sector.

Distinguished politicians such as Lord Jack McConnell, Member of the House of Lords and Former First Minister of Scotland, emphasized the opportunity to influence change through Nation Branding, using Scotland’s Nation Branding success as a prime example. This was added to by H. E. Amb. Dan Mulhall, the Ambassador of Ireland to Germany, who H. E. Amb. Marie Odile Minister Maria Grapini, Minister Victoire Ndikumana, focused on the successes that Ireland has seen with its Nation Branding campaign. H. E. Amb. Luís Almeida Sampaio, H.E. Amb. Lazăr Comănescu Bonkoungou-Balima Minister of Business & Tourism of Minister of Commerce, Industry, and the Ambassador of Portugal to Germany, honored the ICD with a captivating speech entitled “Yes, I do! - Portuguese Romanian Ambassador to Germany Ambassador of Burkina Faso to Germany Romania Tourism of Burundi Commitment Towards Youth Development & Intercultural Relations”, which focused, among other things, on the importance of the youth in Cultural Diplomacy practices of the future. One of the highlights of the day was a lecture by Abed Nadjib, the Minister Counselor at the Embassy of the Islamic Republic of Afghanistan in Berlin. Mr. Nadjib focused on some of the major challenges faced when considering National Branding for a country, such as Afghanistan with its turbulent international reputation. The lecture further emphasized the many positive steps being taken, to rebuild Afghanistan in the eyes of the international community and the National Branding approaches taken to achieve this.

H. E. Amb. Isaac Chikwekwere Lamba H.E. Amb. Bolot Otunbaev, Ambassador Sanja Vlahovic, H. E. Amb. Luís Almeida Sampaio Ambassador of Malawi to GermanyL the Kyrgyz Republic to Germany Minister of Science of Montenegro Ambassador of Portugal to Germany

H. E. Amb. Kamanga Clementine Pierre M. Kerby Lacarriere, Deputy Head H.E. Amb. Dan Mulhall H.E. Amb. Edouard Bizimana, Shakembo, Ambassador of the Democratic of Mission, Embassy of Haiti to Germany Ambassador of Ireland to Germany Ambassador of Burundi to Germany Republic of the Congo to Germany

Abed Nadjib H. E. Amb. Upali Sarrath Kongahage H.E. Amb. Parviz Shahbazov Minister Counselor at the Embassy of the Mulugeta Seid Damtew , State Minister, Ivan K B Lee, Director, Hong Kong Economic and Trade Office, Berlin Ambassador of Sri Lanka to Germany Ambassador of Azerbaijan to Germany Islamic Republic of Afghanistan in Berlin Ministry of Cultural Tourism of Ethiopia.

www.culturaldiplomacy.org The Institute for Cultural Diplomacy 14 www.culturaldiplomacy.org The Institute for Cultural Diplomacy 15 The Berlin International Economics Congress 2013 The Berlin International Economics Congress 2013 “Intercultural Relations, Youth Development Advancement, Environmental Responsibility & “Intercultural Relations, Youth Development Advancement, Environmental Responsibility & Ecotourism: Opportunities for Successful Nation Branding in the 21st Century Ecotourism: Opportunities for Successful Nation Branding in the 21st Century (Berlin, March 6th - 10th, 2013) (Berlin, March 6th - 10th, 2013)

Celebrating Sixty Years of Diplomatic Relations between Sri Lanka and Germany Burundi Cultural Evening

Democratic Republic of Congo Cultural Evening Angola Cultural Evening

Minister Victoire Ndikumana, Minister of Commerce, Industry, and Tourism of Burundi

Pakistan Cultural Evening

www.culturaldiplomacy.org The Institute for Cultural Diplomacy 16 www.culturaldiplomacy.org The Institute for Cultural Diplomacy 17 Burundi Cultural Evening during the Berlin International Economics Congress 2013 The Berlin International Economics Congress 2013 The Berlin International Economics Congress 2013 “Intercultural Relations, Youth Development Advancement, Environmental Responsibility & “Intercultural Relations, Youth Development Advancement, Environmental Responsibility & Ecotourism: Opportunities for Successful Nation Branding in the 21st Century Ecotourism: Opportunities for Successful Nation Branding in the 21st Century (Berlin, March 6th - 10th, 2013) (Berlin, March 6th - 10th, 2013)

Youth Development Advancement

Dr. Erhard Busek, Secretary General of President Staffan Nilsson, The Hon. Anna Diamantopoulou, Former President Emil Constantinescu, President the OYED and Former Vice-Chancellor former President, European Economic European Commissioner for Employment, of the Academy for Cultural Diplomacy of Austria and Social Committee Social Affairs and Equal Opportunities.

While the first part of the conference focused on nation branding and intercultural relations, the second part brought an important debate on youth, education and development, including issues such as unemployment, immigration and the intergenerational conflict and solidarity.

This part of the Conference was of particular importance to the ICD, as it was marked by the establishment ceremony for the Organization for Youth Education & Development (OYED). In a speech marking the occasion, the former President of Romania Emil Constantinescu called for a new approach to tackling the problems facing the youth of today. He stressed the need to find answers through policies based on new human values that incorporate a knowledge-based society. From left to right: Lord Jack McConnell, Member of the House of Lords and former First Minister of Scotland; Peter Dudic, intern at the ICD; Adonis Yiangou, Deputy Secretary General, Cyprus Green Party; The Hon. Anna Diamantopoulou (MP), Former European Commissioner for Employment, Social Affairs and Equal Opportunitie; The Hon. Dr. Erhard Busek, Former Vice-Chancellor of Austria; Former Minister for Science and Research of Austria; President Emil Constantinescu, President of the Academy for Cultural One of the highlights of the establishment ceremony for the OYED was a speech by the The Hon. Dr. Erhard Busek, Diplomacy; The Hon. Eka Tkeshelashvili, Former Vice Prime-Minister, State Minister of Georgia for Reintegration; Laura Richardson, intern at the ICD; President Staffan Nilsson, Secretary General of the OYED and former Vice-Chancellor of Austria, on “The Impact of Immigration, Education, and Presidentof the European Economic and Social Committee the Funding of Youth Education on North-South Solidarity and Divisions between the Regions of the European Union”.

The former President of the European Economic and Social Committee, Staffan Nilsson, who discussed the fundamental importance of engaging and connecting with people in order to build a sustainable Europe: “Of course it’s not enough only to change the way of thinking; Well, firstly to reduce the complexity of regulatory environment; secondly to support the next generation of social entrepreneurs and social business; thirdly we push for European social enterprise label which could increase awareness and recognition of this sector”. One of the most thought provoking speeches came from the Former European Commissioner for Employment, Social Affairs and Equal Opportunities, The Hon. Anna Diamantopoulou (MP), on “Intergenerational Conflict and Solidarity”. The speech focused on the complex web of intergenerational solidarity, in relation to problems associated with the current economic crisis, including increased political radicalization, unemployment, the brain drain etc.

The Ceremony concluded with a panel discussion with some of the prominent speakers of the day, entitled “Youth & Unemployment – Who is to blame?” Lord Jack McConnell, Member of the House of Lords and former First Minister of President Staffan Nilsson, President of the European Economic and Social Committee, Scotland; Peter Dudic, intern at the ICD; Adonis Yiangou, Deputy Secretary General, and Laura Richardson, intern at the ICD; Cyprus Green Party

www.culturaldiplomacy.org The Institute for Cultural Diplomacy 20 www.culturaldiplomacy.org The Institute for Cultural Diplomacy 21 Interview to the former president of the European Economic and Social Committee, Staffan Nilsson Mark Donfried with the Hon. Anna Diamantopoulou, the Hon. Erhard Busek, and President Staffan Nilsson The Berlin International Economics Congress 2013 The Berlin International Economics Congress 2013 “Intercultural Relations, Youth Development Advancement, Environmental Responsibility & “Intercultural Relations, Youth Development Advancement, Environmental Responsibility & Ecotourism: Opportunities for Successful Nation Branding in the 21st Century Ecotourism: Opportunities for Successful Nation Branding in the 21st Century (Berlin, March 6th - 10th, 2013) (Berlin, March 6th - 10th, 2013)

Environmental Responsibility and Ecotourism

The last part of the Conference focused on Environmental Responsibility and Climate change, analyzing the social, economic and cultural dimension of this issue and the role that Cultural Diplomacy can play in a common sustainable agreement. This part of the Conference included a number of noteworthy speeches including Louis D’Amore, the Founder and President of the International Institute for Peace through Tourism. Mr D’Amore conductd a passionate speech on the consequences of the weather and natural phenomena on people around the world, as well as the potential for good that tourism possesses. A further highlight of the day was a presentation by Chris Castro, the Co- founder/Executive Director of IDEAS For Us, which focused on the role of the youth in advancing sustainability and the increasing importance of social entrepreneurship globally.

The main themes, environmental responsibility and climate change, were explored through interactive panel discussions entitled “Environmental Responsibility & Sustainable Action for Climate Change: The Cultural Dimension” and “Climate Change as a Threat to Global Peace & Stability?”.

Panel Discussion on “Environmental Responsibility & Sustainable Action for Climate Change: The Cultural Dimension” Mark Donfried with Louis D’Amore, Prof. Carlo Alberto Pinelli, Andreina Maggiorem Joy Hyvarinen, Nicola Spafford Fureym, Mátyás Prommer, Axl Caiced, Chris Castro and Darnell Summers

Prof. Dr. Martin Jänicke, Adonis Yiangou Professor Emeritus, Political Science, Free University of Berlin Deputy Secretary General, Cyprus Green Party

Dr. Werner Zittel Louis D’Amore Cade Russell, MA Student at the Center for Cultural Diplomacy Studies, interview Chris Koen Wellink, MA Student at the Center for Cultural DIplomacy Studies, interview Chairman of the Board, Ludwig-Bölkow-Stiftung Founder & President, International Institute for Peace through Tourism Castro, Co-founder / Executive Director, IDEAS For Us, and his team Nicola Spafford Furey, Vice President, The Earthfocus Foundation

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H.E. Amb. Kamanga Clementine Shakembo, Pierre M. Kerby Lacarriere, Deputy Head of Mission, Speakers List Ambassador of the Democratic Republic of the Congo Embassy of Haiti to Germany to Germany Prof. Dr. Raúl A. Montenegro, Professor of Evolutionary Lochin Nusratulloevich Fayzulloev, Vice-Chairman in Biology at the National University of Cordoba, H.E. Amb. Abdul Basit, Ambassador of the Islamic Edward W. Scott, American Businessman, charge of Tourism, Committee of Youth Affairs, Sports Republic of Pakistan to Germany Philanthropist; Co-Founder of Enterprise Software and Tourism under the Government of Tajikistan Company BEA Systems Richard Ashley, Executive Director /Senior Research Adonis Yiangou, Deputy Secretary General, Cyprus Louis D‟Amore, Founder & President, International Fellow, Center For Policy Integration And Resources Green Party Eka Tkeshelashvili, Former Vice Prime-Minister, State Institute for Peace through Tourism Minister of Georgia for Reintegration; Former Foreign Management (CPIRM), Rural Urban Partnership For Africa (RUPFA), Ghana H.E. Amb. Alberto Correia Neto, Ambassador of Angola Minister H.E. Amb. Luís Almeida Sampaio, Ambassador of to Germany Portugal to Germany President Emil Constantinescu, President of the Salam Zahran, International Law Student at the Adam Amer Nabeeh Tadros Gerges, General Director for Academy for Cultural Diplomacy Lulamile Ntonzima, Faculty Manager: Faculty of mickiewicz University and Core Assistant at the Poznan. Programs & International Festivals, Foreign Cultural Business, Cape Peninsula University of Technology, Human Rights Centre Relations, Ministry of Culture of Egypt The Hon. Dr. Erhard Busek, Former Vice-Chancellor of South Africa Austria; Former Minister for Science and Research of Minister Sanja Vlahovic, Minister of Science of Andreina Maggiore, Director, Club Alpino Italiano Austria Minister Maria Grapini, Minister of Business & Tourism Montenegro of Romania Axl Caicedo, Director, Natural Planet Foundation Mulugeta Seid Damtew , State Minister, Ministry of Shannon Stowell, President of the Adventure Travel and Cultural Tourism of Ethiopia H.E. Amb. Marie Odile Bonkoungou-Balima, Dr Berhane Asfaw, Ethiopian Paleontologist Trade Association Ambassador of Burkina Faso to Germany Hans B. Sicat, President & CEO, The Philippine Stock H.E. Amb. Bolot Otunbaev, Ambassador the Kyrgyz President Staffan Nilsson, President, European Exchange, Inc. Prof. Dr. Martin Jänicke, Professor Emeritus, Political Republic to Germany Economic and Social Committee Science, Free University of Berlin H.E. Amb. Imomudin Sattarow, Ambassador of Prof. Carlo Alberto Pinelli, Asian Desk, Mountain Dr. Supachai Panitchpakdi, Secretary-General, United Tajikistan to Germany Wilderness International Mátyás Prommer, General Secretary, CEEweb for Nations Conference on Trade and Development Biodiversity H.E. Amb. Isaac Chikwekwere Lamba, Ambassador of Chris Castro, Co-founder / Executive Director, IDEAS For Tames Rietdijk, CEO, Afghanistan Stock Exchange Us Malawi to Germany Metta Sparre, Coordinator for “Women Leaders for Sustainability” Prof. Dr. Thomas Jung, Professor, Climate Sciences, Ivan K B Lee, Director, Hong Kong Economic and Trade H.E. Amb. Dan Mulhall, Ambassador of Ireland to Alfred-Wegener-Institute for Polar and Marine Research Germany Office, Berlin Milan Maric, Director, S&T Montenegro H.E. Amb.Upali Sarrath Kongahage, Ambassador of Sri Daniyar Kazakov, Deputy Minister of Culture & Tourism Lord Jack McConnell, Member, House of Lords; Former Amb. Mohamed Orabi, Former Foreign Minister of Lanka to Germany of the Kyrgyz Republic First Minister of Scotland Egypt

Deirdre Shurland, Senior Consultant, UN Environment Joy Hyvarinen, Executive Director, Foundation for Nicola Spafford Furey, Vice President, The Earthfocus Victoire Ndikumana, Minister of Commerce, Industry, Program International Environmental Law and Development Foundation and Tourism of Burundi

H.E. Amb. Edouard Bizimana, Ambassador of Burundi Jürgen Janssen, Head, German Global Compact H.E. Amb. Parviz Shahbazov, Ambassador of Azerbaijan Dr. Werner Zittel, Chairman of the Board, to Germany Network to Germany Ludwig-Bölkow-Stiftung

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Conference Voices

The Hon. Dr. Erhard Busek H.E. Amb. Parviz Shahbazov President Staffan Nilsson H.E. Amb. Bolot Otunbaev “I’ll give you one primitive example, I don’t want to “As a result of large scale reforms among the improvement “Of course it’s not enough only to change the way of “The Kyrgyz Republic has enormous potential for blame the beloved ministers of interior of the European of national legislation, barge down tax reforms, reform thinking; tourism, consider it to be one of the major spheres of Union, but the last decision I think not to open Schengen of the bank system, the implementation of agrarian Well, firstly to reduce the complexity of regulatory economy” for Romania and Bulgaria was very impressive thing reforms, the privatization of state property and the environment; secondly to support the next generation Amb. Otunbaev talks in his lecture about the many because how did they justify it?! They said: Oh then creation of favorable business climate, Azerbaijan of social entrepreneurs and social business; thirdly we reasons to visit the Kyrgyz Republic, such as “the unique corruption from Bulgaria and Romania will move to made in relatively short time successful transition push for European social enterprise label which could nature conditions, mountain rivers for rafting, as well the other parts of European Union if there are no visa. from a planned economy system to a liberal market increase awareness and recognition of this sector”. as for alpinist, snowboarders and skiers, natural forests, I think there are also corruption in the other member economy”. snow leopards and an unique flower Aigul”. states of the European Union even in my country, I may tell you there are really nice stories, and the second one is I think if someone is a criminal he is always able to overcome the visa request, by corruption”. . Lord Jack McConnell “Why re-brand?” Minister Abed Nadjib Lord McConnell speaks in his lecture about pre- Mr. Nadjib delivered his lecture on the topic of President Emil Constantinescu Dr. Supachai Panitchpakdi 2003 Scotland, a nation in need of rebranding. With “Nation Branding in Afghanistan” during The Berlin “I believe that globalization should not be considered “European Union, for me, it’s the mother of all population decline, economic growth decline and new International Economics Congress in Berlin, 6th-10th only as egalitarian force and in a negative sense as its economic integration, and it shows of fully well in this challenges with tourism industry; March. He talks about the challenges which they very often a case nowadays. Globalization has opened case of EU when you do this kind of rulemaking, or “There was a feeling in Scotland that If you wanted to undertook as a nation to provide a unique image to a border free market in the educational system, and when you have the kind of standardization of certain get on in life you would have to move out”. the world and the necessary steps they need to take in meanwhile globalization has offered communication products, or standardization of custom procedures, 2004 campaign “Now it’s the time and Scotland is their re-branding strategy. infrastructure beyond space and time. In order to place immigration, and the standardization has gone the place” is the beginning of re-branding process for a value of this opening it is necessary to move on from as far as currency area, so you facilitate all sort of Scotland government. reforming the institution to redefining them”. not only trade facilitation but movement of people, movement of capitals and also movement of creative products of thinking literature, songs, entertainments, digital products and things like that so you produce Amb. Mohamed Orabi The Hon. Anna Diamantopoulou (MEP) something which has actually been able to reduce “Public diplomacy targets people rather than governments aiming to contribute to the elevating problems arising “It is not just a matter of banks, it is not just a matter frictions and costs when doing trade, but at the same from the mutual lack of understanding, distorted stereotypes and negative imagery. It stresses to what is shared of borrowing and lending money, it is this terrifying time you create certain environment that would need and what is common amongst all of us as humans, hence it strives to foster mutual acceptance and understanding, perspective of what will going to happen in twenty or people to be more or less looking or working with each ideally culminating into a better future for all”. thirty years if we don’t change the trend”. other under some kind of single rules and regulations”.

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