Question Period Note: Cultural Diplomacy Strategy

In his 2019 mandate letter, the Minister of Canadian Heritage was directed to “…work with the Minister of Foreign Affairs to introduce a new Cultural Diplomacy strategy with at least one international mission each year to promote Canadian culture and creators around the world.” Canadian Heritage is currently collaborating with Global Affairs Canada to identify key guiding principles for this work and agree on shared roles and responsibilities to design and implement the eventual strategy.

• Canadian Heritage and Portfolio organizations have been actively maintaining and strengthening Canada’s international cultural networks with global programming and outreach. As such, they play a vital role in fostering relationships that promote Canadian values and interests around the world.

• I am pleased to support the Minister of Foreign Affairs in establishing a new cultural diplomacy strategy. We all have a role to play, including my Portfolio organizations.

• For example, my department is working with Global Affairs Canada, Portfolio organizations such as Canada Council for the Arts and Telefilm Canada and other partners to organize nearly 300 events to showcase Canada as guest of honour at the 2020 Frankfurt Book Fair.

• From June 2018 to May 2019, Canadian Heritage (PCH) undertook a Medium Term Planning exercise, to think and plan for how the Department can engage with a changing international context. A key recommendation was to develop a strategic framework for a proactive, holistic, trade-integrated and results-driven approach to build Canada’s international presence and maximize international cultural activities.
• On June 11, 2019, the Senate Standing Committee of Foreign Affairs and International Trade released the report Cultural Diplomacy at the Front Stage of Canada’s Foreign Policy, which discusses the role and impact of culture and the arts in Canadian foreign policy and public diplomacy.
• The report’s recommendations focused on the urgent need for coordination of Canada’s cultural commitments abroad in order to realize their full potential, maximize the commercial benefits of cultural diplomacy and strengthen Canada’s influence on the world stage. The report concluded that “…federal departments involved in cultural diplomacy should adopt a more strategic approach toward cultural diplomacy…”, including a comprehensive strategy and policy framework to identify clear objectives and the necessary resources.
• In December 2019, the Prime Minister mandated the Minister of Foreign Affairs and the Minister of Canadian Heritage to continue the revitalization of Canada’s public diplomacy and collaboration by introducing “a new Cultural Diplomacy strategy with at least one international mission each year to promote Canadian culture and creators around the world.”
• Global Affairs Canada (GAC) and PCH are currently working together to design the Cultural Diplomacy Strategy. PCH is advocating for a dynamic and impactful Cultural Diplomacy Strategy which would look to coordinate programming and reorient it towards collective goals and government-wide prorities, be determined through a joint GAC and PCH priority-setting exercise, and leverage the skills, experiences and connections built up by PCH and its Portfolio organizations to conduct cultural diplomacy activities.
• A recent example of federal government efforts in this sphere are those which have been dedicated to the Frankfurt 2020 Book Fair initiative. PCH has worked with GAC, Portfolio organizations, and other federal, provincial and territorial partners to organize nearly 300 events, and leveraged over $19 million for Frankfurt 2020 with a view to showcasing Canadian culture and the exceptional quality of Canadian cultural products and services, as well as promoting our democratic ideals and values on a global stage.
• PCH is also advocating for a Cultural Diplomacy Strategy which focuses on cultural reciprocity and exchange programs for artists and creators. Reciprocity is a foundational aspect of strengthening and building both cultural and trade ties, and achieving foreign policy objectives. Through immersion in another community, culture or country, people begin to gain a better appreciation of other perspectives, values and ideals, with a view to building a shared understanding, even if divergent opinions are held. This is particularly true in the cultural sphere, with the added benefit that creators or artists are able to serve as conveners for exchanging ideas and new concepts.
• The new strategy would not only focus on large-scale global event platforms, but would also foster grassroots exchanges which build networks and understanding at the regional and municipal level. This two-pronged approach would provide flexibility for scalable initiatives that take into account particular countries and situations where large-scale interventions may not be feasible or desirable.
• The new Cultural Diplomacy Strategy is expected to be delivered in coordination with the Creative Export Strategy which was launched in June 2018, in response to a previous mandate letter commitment for the Ministers of Canadian Heritage and Foreign Affairs to restore, update design and increase funding for the Trade Routes and PromArt international cultural promotion programs.

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