Cultural Diplomacy International Programme Information Sheet
What is the Cultural Diplomacy International Programme and what does it seek to achieve?
- The Programme aims to help establish and/or maintain a New Zealand cultural presence in key overseas regions or countries to boost our profile and economic, trade, tourism, diplomatic and cultural interests. Its budget for 2009/10 is $1.69 million (GST excl.).
- The Programme's objectives are to:
- project in targeted settings a distinctive profile of New Zealand as a creative and diverse society with a unique, contemporary culture strongly rooted in its diverse heritage; and
- enhance understanding of and engagement with New Zealand among government and business leaders in target regions.
- The Programme seeks to advance whole-of-government policy priorities, using collaborative planning and joint government/private sector funding arrangements where possible.
What are the key aspects of the Programme?
- The Programme delivers cultural activities overseas that are:
- strategic - focussed on priority countries or regions, using a multi-year, sustained approach;
- targeted at key sectors of the population or key events in the region;
- planned well in advance, possibly with two to three years lead-time; and
- suited to advancing New Zealand's diplomatic and trade interests.
What sort of cultural activities are selected for the Programme?
- Excellent, distinctive, projecting the contemporary face of New Zealand - unique, creative, innovative, moving ahead;
- Of sufficient scale to use significant venues, have maximum impact and media profile;
- Layered in such a way as to build a cultural presence;
- Suited to cultural diplomacy purposes and promoting New Zealand Inc interests in the particular country or region; and
- Engage the target audience (government, business and opinion leaders and, through them, the general public).
How does the Programme operate?
- The Ministry for Culture and Heritage is the lead agency.
- An interagency steering group comprising the Ministry for Culture and Heritage, the Ministry of Foreign Affairs and Trade, New Zealand Trade and Enterprise and Tourism New Zealand recommends to Ministers the priority areas, relationships and opportunities for the Programme, on an annual rolling cycle.
- The steering group annually consults other government and cultural agencies, diplomatic posts, local embassies and, on occasions, private sector interests, in order to recommend a programme of cultural activities to Ministers.
- The Programme is not a fund to which organisations and individuals can apply.
- The Programme does not duplicate existing programmes (for instance it may not be used to provide additional activities for the Latin America Strategy administered by the Ministry of Foreign Affairs and Trade).
Which region does the Cultural Diplomacy International Programme focus on?
- The initial seven year priority region (to June 2011) is Asia, especially China, Japan and Korea.
- Asia is a region that closely aligns New Zealand Inc objectives and strategic directions, including the burgeoning relationship with China (including the Free Trade Agreement); the New Zealand/Thailand Closer Economic Partnership; and the closer economic partnership dialogue between ASEAN (AFTA) and New Zealand and Australia (CER).
- Asia is a region in which cultural diplomacy is a way to cultivate ties, foster understanding and long term relationships and build a platform for business interests.
How are the funds spent each year?
- Programme funds support the presentation of New Zealand cultural activities in the selected region; in some cases this may include development costs.
- Funding support may include associated 'on the ground' costs of publicity, media materials, catalogues, translations and administrative support.
- Some funds are available for events and activities that arise at short notice or are outside the key region but which provide cultural diplomacy opportunities - these activities need to promote New Zealand Inc and meet the selection criteria.