Saturday, February 17, 2024
In a bid to position Kerala as a hub for Soft Power, the state government is set to unveil proactive measures to establish it as a premier destination for global conferences, announced Tourism and Public Works Minister Shri PA Mohamed Riyas today. Shri Riyas made this announcement while addressing the inauguration of the two-day annual conference of the Soft Power Club, a prominent global organization led by Francesco Rutelli, former Deputy Prime Minister of Italy, held at Technopark. Highlighting Kerala’s potential as a host, particularly within the realm of tourism, Shri Riyas emphasized the state’s captivating landscape, rich history, and vibrant cultural heritage.
“The beautiful locales including hill stations, beach and backwater destinations invariousparts of the state make it as the most ideal location for international meets. The soft powerat our disposal, which is tourism, is the most potent component and it has to be harnessedina sustainable manner,” he said.
He remarked that Kerala has historically utilized soft power in fostering an inclusive society, with its strong emphasis on social and communal harmony further solidifying its status as a soft power hub. Highlighting the importance of sustainability and inclusivity within Kerala Tourism, he noted that the state’s Responsible Tourism initiatives have garnered numerous global accolades. G20 Sherpa Shri Amitabh Kant, delivering a presentation on India, emphasized the nation’s adept blend of both soft and hard powers to project its unique civilizational approach. Introducing the Soft Power Club, Mr. Francesco Rutelli underscored the necessity of promoting the value of international cooperation, particularly in challenging times. He emphasized the importance of instilling resilient values, integrating them into policy, acknowledging the role of social media as a soft power tool, and sparking public discourse on the subject. Mr. Rutelli highlighted soft power’s significance in shaping reputation, enhancing international competitiveness, and fostering economic growth, noting that the Soft Power Club meeting would delve into the evolving role of trade in today’s international landscape.
“India’s soft power is on global level and fascinating as well. Kerala as a venue for thiseventwould be a splendid opportunity to understand, promote and showcase thecountry’spositive assets,” he observed.
During his keynote speech, Shri Suman Billa, Principal Secretary of Industries & NORKA, highlighted the universally appealing nature of soft power, emphasizing its cultural and relational dimensions. Welcoming the audience, Tourism Secretary Shri Biju K underscored the significant role of tourism in the state’s soft power framework, emphasizing its contribution to public diplomacy and destination branding.
“Kerala’s promotion of eco-friendly tourism and its initiatives committed to environmentalsustainability enhance its soft power. State’s progressive social development andhumanitarian initiatives have garnered global acclaim and contributed to its soft powerofsocial development,” Shri Biju added.
Mr. Vincenzo De Luca, the Ambassador of Italy to India, relayed a message from Italian President Sergio Mattarella during the event. Also in attendance were notable figures including Dr. Rathan U Kelkar, Secretary of Electronics & IT for the Government of Kerala; Shri P B Nooh, Director of Kerala Tourism; Shri VK Mathews, Executive Chairman of IBS Software and Chairman of GTECH; Ms. Ana Luiza Massot Thompson Flores, a Soft Power Club Member and Director of UNESCO Liaison Office in Geneva; and Mr. Paolo Cuccia, President of Gambero Rosso and Acotel, among others. The state aims to showcase its accomplishments across various sectors such as tourism, hospitality, IT, local governance, healthcare, Kudumbashree, women’s empowerment, geographical diversity, historical and heritage landmarks, artistic and cultural endeavors, secularism, and media freedom. The conference has drawn around thirty members of the Soft Power Club, including high-ranking officials, leaders of international organizations, analysts, and experts from various fields such as business, science, art, digital technologies, and climate studies.
Saturday, April 27, 2024
Saturday, April 27, 2024
Sunday, April 28, 2024
