WHERE THE WEST AND THE EAST THE CONVERGE

One of the sectors of a competitive economy is tourism, which is generally recognized as one of the whales of successful economic development. How promising the Azerbaijani tourism industry is and what specific actions are being taken by the government for its development is the theme of our interview with Azerbaijan's Minister of Culture and Tourism Abulfaz Qarayev.

- Based on a separate decree issued by President Ilham Aliyev, 2011 has been declared the Year of Tourism in Azerbaijan. Readers know that quite an interesting plan has been approved for this year, which reflects events of both domestic and international nature. Nevertheless, how do you assess this event?

- You are absolutely right. There is no need to enumerate all points reflected in this plan of action. This document is available, and every citizen can read it. It is much more important to analyze the semantic content and true purpose of this initiative by the head of state Mr. Ilham Aliyev. This circumstance primarily speaks for the pronounced individuality of the political and economic importance of tourism in the implementation of very specific state objectives. Tourism in Azerbaijan is not only a strategic sector of the national economy, but also an effective way of promoting and creating a positive international image for the country. Tourism is a universal sector, and if it is organized professionally, it can ensure the successful implementation of economic, political and even social tasks. In other words, tourism is a kind of functional synthesis, which makes this industry not only a priority, but also a strategically important area in ensuring the stable development of the state.

Undoubtedly, tourism has enormous economic and investment potential. However, given the geographical and climatic particularities of Azerbaijan, this potential is multiplied by many times. In addition, due to the presence of objective demand in this area in the world, tourism, as a form of commercial activity, has great prospects. In Azerbaijan, there are all parameters that are considered to be "tourist values", namely: public security, political stability, the secular nature of culture, national tolerance, loyalty to democratic values, a diverse geographical landscape, rich flora and fauna, a favourable climate and infrastructure. All these factors allow us to hope that tourism in Azerbaijan will become one of the most profitable and highly developed areas of the national economy in the near future.

- Mr. Qarayev, answering the question "How difficult is it to attract tourists to the country from the CIS, Western Europe, Central Asia and other regions of the world?" in your interview with the British newspaper The Times on 21 October 2010, you referred to political components to a greater extent. Why?

- Today, it is very difficult to surprise a sophisticated foreign tourist. Against the background of turmoil in the world, a tourist requires not just a guarantee of safety, but seeks comfort in spiritual and ideological terms. Azerbaijan is a tolerant multicultural country, where the dialogue of cultures is not only a written political value, but also an essential cultural and political particularity of the Azerbaijani people. This undeniable truth is a very important feature, which can secure a mass influx of foreign tourists into the country. Many foreign experts, prominent European statesmen and ordinary observers have repeatedly stated that Azerbaijan is a universal example and even some optimal model of religious tolerance. Our goal is to strengthen and develop this objectively existing image of the country. Such status, namely the status of a country of intercultural dialogue, could play a key role not only in attracting foreign tourists, but also in resolving specific foreign policy goals. Thus, tourism in tandem with the cultural policy is becoming an effective tool for promoting the country worldwide. In short, everything must serve the national interests of Azerbaijan.

We should not forget about the rapidly developing tourism infrastructure in the country. The chain of hotels, including five-star hotels, entertainment centres which are common throughout the country, the ambitious Sahdag project in Qusar, which is already being spoken about in the West today, services offered to our visitors, whose quality is improving with each passing year, the interest of domestic and foreign investors, and much more combine to promote the rapid development of tourism. I should note the Azerbaijani Institute of Tourism in one sentence. It is this institution that is now the main forge of professional staff, the importance of and the need for which increases in direct proportion to the growth of the tourism infrastructure.

- The Azerbaijani public reacted quite well to the opening of the Culture TV channel. Azerbaijani intellectuals and artists make particularly positive comments on this event. What does the minister of culture and tourism expect from the new channel?

- The opening of the Culture TV channel can be called a continuation of the cultural policy being implemented in the country. If we analyze the main strategic objectives of the cultural policy, it becomes evident that propaganda is of key importance in the realization of tasks. The particularity of the factor of propaganda, in turn, actualizes the objective need for and strategic importance of the new channel. In addition, this channel plays an indispensable role in processes such as upbringing, education, cultural identity, the formation of "cultural patriotism", as well as the formation of aesthetic taste and cultural orientation.

Of course, Culture TV is not a panacea for all problems. The new station will have to endure fierce competition with well-established channels. Moreover, the channel should be ready for active criticism, because there are high expectations from the new channel, and hence, there will be more attention to its activities. We must not forget also that the new channel should help the external promotion of Azerbaijan and Azerbaijani culture. In an information war, the importance of the media and especially television channels rises to the status of strategic necessity. Thus, we can say that Culture TV should not confine itself to educational work. Its educational format in today's dynamic world of information technology will be limited, which may render the channel uncompetitive and inefficient.

- Mr. Qarayev, can we say that the strategic tandem of culture and tourism serves to promote Azerbaijan abroad?

- Moreover, we even have to say this. The establishment of the Ministry of Culture and Tourism on the initiative of President Ilham Aliyev in 2006 cannot be regarded only as a consequence of structural reforms in the political system of Azerbaijan. The increased use of cultural mechanisms to achieve any foreign policy goal speaks of the adequate assessment of the prospects and potentials of cultural policy. The main objectives that functionally unite culture and tourism are to promote and form the country's international image.

For example, in the context of the ministry's externally-oriented PR strategy, I should highlight the Discovering Azerbaijan project, in which agreements were signed on cooperation with such world-renowned publications as Filmer Limited (United Kingdom), Mondeos (France), Vokrug Sveta (Russia) and Explorer Publishing and Distribution LLC (UAE). Under the agreements reached, special editions of international travel guides on Azerbaijan will be issued. I should note that a number of publications have been published, and moreover, the first issues of these publications have been presented. These publications are in a way "publishing brands" that have printing traditions and international recognition. They enjoy great authority and have high rankings among similar printing houses. The particularity of these guides is that, together with statistical data about Azerbaijan, they include detailed information about the country, cultural identity, kinds of cultural heritage, as well as materials of other nature which will promote our rich traditional culture and create a positive international image for the country.

- Watching the work of your ministry, we have repeatedly witnessed direct research activities, conferences, seminars and other initiatives to facilitate the individuality of the importance of science and scientific methods. Could you explain to our readers the reason for so much attention to science?

- I must confess that I am glad that the public in Azerbaijan sees this sphere of the ministry's work. It should be noted that in our contemporary period, the administrative resources to implement cultural policies have practically exhausted their efficiency. Qualitatively new goals facing our cultural policy, as well as liberal interests require us to be flexible, efficient and adequate in responding to dynamic socio-political processes. Today, science and education are equivalent to such notions as the idea, originality, creativity, profitability, know-how, progressiveness, integration, relevance, successful personnel policy and prospects. On the contrary, the absence or underdevelopment of these areas can become a real cause of stagnation.

Without analytical work, forecasting, simulation of specific situations, systematization of existing data, as well as strategic planning, the essence of any cultural policy may be reduced to a banal action plan. For objectivity's sake, it should be recognized that the actualization of science in cultural policy and the modernization of the conservative nature of the system of art education are far from being an easy task. They require considerable effort, significant investment and time, which is always in short supply. Nevertheless, science, namely, its presence may cause qualitatively new conditions, requirements and goals to appear in the implementation of cultural policies. In addition to improving efficiency in the implementation of this policy, science will give a prospective nature to all transformations and generate new criteria of competence in the personnel policy of the areas under review. I will not list all the academic activities and actions that have been initiated, conducted and sponsored by the ministry. Moreover, we regularly create different working groups with the participation of the most eminent scientists of the country, thus ensuring the presence of science in the implementation of the existing tasks.

The key point is that all our initiatives are perceived adequately by the National Academy of Sciences and the Ministry of Education. In this case, we are interested in initiatives that contribute to the qualitative transformation of this sphere, the formation of a new social and political perception of the phenomenon of culture and the strengthening of the country's international position. Understanding this fact, i.e. the importance of science and scientific development, explains the fact that the Ministry of Culture and Tourism will continue to pay close attention to the presence of science in the development of industry in the future.

- Mr. Qarayev, many cultural events, including international ones, are held jointly by the Ministry of Culture and the Heydar Aliyev Foundation...

- Moreover, I should say that many of our initiatives are implemented with the support of the Heydar Aliyev Foundation. Those specific achievements in our cultural policy, of which we can proudly talk today, are just the result of direct support from the country's leadership. The endless number of humanitarian projects, including cultural ones, initiated by the president of the Heydar Aliyev Foundation, the goodwill ambassador of UNESCO and ISESCO, MP Mehriban Aliyeva, must be seen as an indispensable contribution to the development and promotion of Azerbaijani culture. It is thanks to the efforts of the country's first lady that mugham has become one of the main components of the impersonation of Azerbaijani national culture in the world. The beauty, versatility, depth and perceptibility of mugham are the recognition of Azerbaijani culture. Thus, the main objectives of the project of the Heydar Aliyev Foundation "Azerbaijani Mugham", which has been implemented in practice since 2005, are the resuscitation, popularization and ensuring of the global recognition of the belonging of mugham to the Azerbaijani people.

In addition, all the concrete successes of our country in cooperation with an organization such as UNESCO, and there are many of them: Qobustan, Asiq arts, Novruz, the art of Azerbaijani carpet weaving, etc., are also directly linked to the name of the first lady. In short, if we consider that one of the main objectives of our cultural policy is to popularize the varieties of cultural heritage, the tandem of the ministry and the Heydar Aliyev Foundation should be regarded as a prerequisite for the effectiveness of this policy.

- I think it would be inexcusable not to ask the minister of culture about the main priorities of the cultural policy being implemented in Azerbaijan. It is clear that the scale of this issue cannot be covered in one answer, but, nevertheless, could you briefly define the outlines of the main priorities?

- Responding to the question, I must make a reservation, pointing out that the definition of priorities depends on a number of special factors. They include: the country's economic growth, the state of indicators of the country's international image, political stability, the nature of political culture among citizens, the possibility of conflicts in the region in which a specific state is situated, etc.

If we talk very briefly, then we can try to identify four strategic directions in the cultural policy of the state. They are: the preservation of the country's cultural potential and cultural heritage, the system of creative and artistic education, ensuring the continuity of national culture along with support for the diversity of cultural life and cultural innovations, ensuring the unity of cultural space, accessibility of cultural values, creation of conditions for dialogue between cultures in a multinational state; formation of the orientation of individuals and social groups to the values that contribute to the successful modernization of a particular society, external propaganda and development of a positive international cultural image for the country, as well as achieving the international recognition of the belonging of particular types of cultural heritage to the people of Azerbaijan. Of course, the cultural policy of Azerbaijan, like any other kind of political activity, will not avoid certain correlations. This is explained by the desire to improve and rationalize specific activity and by a number of objective processes taking place in the world, which do not depend on domestic policy. Nevertheless, it appears that the strategic line in this policy will remain unchanged.

- Domestic media have long been talking about the issue of holding the first world forum of intercultural dialogue in Baku. This forum is a subject of discussion for politicians, diplomats, academics and ordinary citizens who are active observers of political processes in the country. Of course, due to the scale of the event and the rank of guests, detailed comments can be received only after the forum. Nevertheless, we would like, as they say, to learn firsthand about the political content of the forthcoming international event...

- Thank you for your question. Indeed, the upcoming forum is the most discussed topic, and at the same time, I should add, not only here, but also in a number of influential international organizations. Immediately, I note that the first world forum of intercultural dialogue, which will be held in Baku on 7-9 April this year, was initiated by Azerbaijani President Ilham Aliyev. The head of state announced his intention to host this event on 23 September 2010 in New York during the 65th session of the UN General Assembly. The simultaneous participation of rival influential international organizations (UNESCO, the UN Alliance of Civilizations, the Council of Europe, the North-South Centre of the Council of Europe, ISESCO) in the upcoming forum, as well as the interest of Euronews and the fact that the event will represent all continents of the world, around fifty countries, allow us to assume that the first world forum of intercultural dialogue is regarded by the above organizations as a chance to define the core valuesand priorities in promoting and strengthening principles of intercultural dialogue.

Thus, we can already say that this forum will be a significant event not only in the history of modern Azerbaijan, but also in international relations. Gathering the most influential international organizations that determine global trends in the territory of one country is a bold initiative, which not all European countries can do. This fact in itself speaks about the international recognition of the strength and potential of Azerbaijan. I think there is no need to search for specific evidence and reasoning to say that our modern world is highly integrated and interdependent. Against the backdrop of world events, intercultural dialogue has become almost the sole guarantor of peace and understanding. Thus, intercultural dialogue is becoming a political and ideological valueof the modern world. In this scenario, a country in which the promotion of the principles of intercultural dialogue is one of the priorities and policy directions of its foreign policy bids to be an active subject of the global system of international relations. Adequately assessing the existing politico-economic potential of the country, as well as understanding the importance of intercultural dialogue are the reasons why international political organizations so actively support such initiatives in Azerbaijan.

In addition, I should recall that the conference of culture ministers of Council of Europe members states in December 2008 and the conference of culture ministers of OIC member states in October 2009, which were held in Baku, were also devoted to the global individualization of the political importance of intercultural dialogue. Such activities lead the coverage area of Azerbaijan's foreign policy far beyond our region and position the country as an active participant in global international relations.

- Thank you for your interview and and we congratulate you with the 5-year anniversary of your ministry.