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Riyas inaugurates two-day Soft Power Club annual conference
TTT NEWS NETWORK
THIRUVANANTHAPURAM, 17 FEBRUARY 2024:
Seeking to make Kerala a Soft Power hub, thestategovernment will soon come out with upfront initiatives to promote it as a preferredvenuefor global conferences, Tourism and Public Works Minister Mr. PA MohamedRiyasannounced today.
Mr. Riyas was speaking after inaugurating the two-day annual conference of the Soft PowerClub, a leading global organisation headed by Francesco Rutelli, the former DeputyPrimeMinister of Italy, at Technopark here.
In the context of hosting the event by Kerala Tourism, Mr. Riyas said Kerala has immenseopportunities in this segment considering the picturesque landscape, eclectic historyandrich cultural heritage of the state.
“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 harnessed in a sustainable manner,” he said.
According to him, over the centuries Kerala has leveraged soft power in its evolutionasaninclusive society and social and communal harmony of state reinforces its positionasasoftpower hub.
Commenting that sustainability and inclusiveness are the fundamentals of KeralaTourism, he said the Responsible Tourism initiatives of the state have earned several global accolades.
G20 Sherpa, Mr. Amitabh Kant, who made a presentation on India, said the countryblendsboth its soft and hard powers to project itself and to ensure that the nation retains itsveryunique civilisational approach.
Introducing the Soft Power Club, Mr. Francesco Rutelli stressed the need for promotingthevalue of international cooperation on strategic issues in the difficult times.
He said building resilient stories of soft power involves inculcating resilient values, drivingitthrough policy, recognising the role of social media as a soft power tool andbringingthesubject into public discourse.
Highlighting that soft power is tool for reputation, international competitivenessandeconomic growth formations, Mr. Rutelli informed that the Soft Power Club meet will discussthe persisting and potential role of trade in the changing 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.
In his keynote address, Mr. Suman Billa, Principal Secretary, Industries &NORKA, saidsoftpower, which is universally endearing, has cultural and relationship aspects.
Tourism Secretary Mr. Biju K, in his welcome address, said tourismplays a vital partinstate’s soft power elements and public diplomacy alongside 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.
Ambassador of Italy to India Mr Vincenzo De Luca read out a message fromItalianPresidentMr Sergio Mattarella on the occasion.
Secretary, Electronics & IT, Government of Kerala, Dr Rathan U Kelkar; KeralaTourismDirector, Mr. P B Nooh; Executive Chairman, IBS Software and Chairman, GTECH, Shri VKMathews; Soft Power Club Member, Director UNESCO Liaison Office, Geneva, Ms AnaLuiza Massot Thompson Flores; and President, Gambero Rosso and Acotel Mr Paolo Cuccia, amongothers who were present.
The state will showcase its achievements in tourism, hospitality, IT, the local governmentsystem, the health sector, Kudumbashree, women empowerment, geographical diversity, historical and heritage features, art and cultural scene, secularism and media freedom.
Around thirty members of the Soft Power Club, including high-level officials, headsofinternational organisations, analysts, and experts in the fields of business, science, art, digital technologies and climate, are attending the conference.
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