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Cultural diplomacy
Cultural diplomacy is one of the means by which a country increases its 
visibility on the global stage and gains political and economic influence. 
A country does this by drawing attention to its culture, traditions, lifestyle 
and through export promotion in such a way as to make it attractive to 
Summary
Definitions
Aims of cultural diplomacy
‘Soft power’ – definitions and examples
New concept of ‘smart power’
Instruments of cultural diplomacy
The concept of ‘nation brand’
Nation brand management
Case study: the Beijing Olympics and the London Olympics

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Cultural Diplomacy and Nation Branding 225
other nations and regional groups. It achieves this by using cultural missions 
through education and training, emphasizing the arts, sport and the media.
Cultural diplomacy is a deliberate policy employed by both govern-
ments and institutions to increase influence and recognition abroad in 
the eyes of other countries. It involves the exchange of ideas, art and 
other cultural aspects, all aiming to foster cultural understanding between 
nations. However, the exchange of culture through special exhibitions, 
visits by ballet and theatre groups and others can have another effect: it can 
be used not only to improve the political and commercial aspects of the 
projecting country but also to improve its overall international standing. 
At its most effective, cultural diplomacy can create a cultural presence in 
the receiving country and help ensure that it more fully recognizes and 
understands the projecting nation; however, it can also encourage exports 
and even attract inward investment merely by its presence. As a former 
Director of the British Council said: ‘A visit by Britain’s Royal Ballet can be 
more valuable than a trade mission.’ Cultural diplomacy can therefore be 
seen as the third pillar of foreign policy alongside political diplomacy and 
economic diplomacy.