Thursday, March 28, 2024

Project Marca Espana and Spain's Foreign Cultural Policy

Being a country possessing a huge potential of cultural and natural heritage, with the third most heritage sites recognized by UNESCO, ranking just after Italy and China, Spain annually attracts 60 million tourists, that is 1.5-fold higher than the country’s own population. Yet, Spain is seen as a slow-growth country in the EU with the GDP per capita being half of Nordic countries. Therefore, right upon Spain’s entry into the EC in 1993, Spanish government started paying attention to the building of a positive national image to promote tourism and investment and enhance its prestige on the international arena. One of the highlights of Spain’s foreign cultural policy is the project Marca Espana (also known as the Spanish trademark), that has been executed since 2002. This is a fairly successful project, contributing to the significant enhancement of Spain’s image and it has become a cultural model for many other countries to learn from. This articles probes into the formation, development and main substance of this project and simultaneously, it puts forth useful recommendations for the perfection of Vietnam’s foreign cultural policy during its deep and extensive international integration that has been laid down by the 12th Party Congress./.

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