At the onset of the 21st century, cultural diplomacy is encountering new challenges as policymakers,
artists, and cultural leaders adapt to a rapidly changing global environment. This change is being
driven by multiple factors, including the emergence of a multi-polar world, the growing influence of
rapidly developing nations in Asia, South America, and the Gulf, increasing urbanization, rising
educational levels, and accelerated scientific and business innovation. At the same time, the arts are
experiencing seismic shifts emanating from more pluralistic and inclusive definitions of culture, a
greater preponderance and acceptance of arts activity at all levels, and increased participation in the
arts through broadcast, digital, and social media. Making matters even more complicated, our world is
being recast by forces of cohesion and division. While digital technology and integrated markets are
interconnecting global societies as never before, political, cultural, and religious tensions continue to
create divides. Thus, the landscape for cultural diplomacy has changed dramatically and,
consequently, the priorities and methods of cultural diplomacy need to change with the times and
align more fully with new modes of cultural and political engagement.

The revitalization of cultural engagement will require new energies and forms of collaboration
between artists, cultural organizations, governmental and intergovernmental bodies, private
foundations, corporations, and other citizen groups. The purpose of this Salzburg Global Seminar
session is therefore to conduct an informed exchange among these constituencies, by bringing
together policy experts, artists, cultural leaders, heads of cultural institutions and foundations,
corporate leaders, and others committed to international cultural engagement to explore the evolving
purposes, forms, and tools of cultural diplomacy in the 21st century. Plenary sessions and working
groups will focus on the following themes: new pathways for government-sponsored cultural
diplomacy; cultural organizations on the frontlines of arts exchange; new roles for NGOs and the
private sector; and cultural diplomacy and exchange in the digital age. The convening is intended to
foster a fresh exchange of ideas and to develop new rationales and approaches for cultural
engagement at a pivotal moment in the evolution of cultural diplomacy.