How Seychelles Can Strengthen Its Image Abroad Through Smarter Cultural Diplomacy

Seychelles is known worldwide as a paradise of beaches and biodiversity. But in a world shaped by soft power rather than size, image matters as much as geography. Today, a nation’s influence is not defined only by its military strength or economic weight. Influence is increasingly shaped by identity, culture, storytelling, and the way a country presents itself to the world.

For a small island state like Seychelles, cultural diplomacy is one of our most powerful foreign policy tools. It helps us build alliances, deepen partnerships, attract investment, expand tourism markets, and cultivate goodwill across continents. It allows us to project not only who we are, but who we aspire to be.

Yet Seychelles has never fully invested in cultural diplomacy. Much of our global image remains accidental, fragmented, or externally shaped by foreign media and travel marketing. We rely heavily on our natural beauty, while the world knows very little about our people, our creativity, our history, our intellectual contributions, or our global communities.

If Seychelles wants to strengthen its presence on the international stage, diversify its economy, and enhance its geopolitical relevance, it must rethink its cultural strategy. We must move beyond the postcard image and build a deliberate, sophisticated, and modern framework for cultural diplomacy that can speak directly to global citizens. This is not a luxury for Seychelles. It is a strategic necessity.

This article proposes a new vision for how Seychelles can build a stronger international identity through cultural diplomacy that is smart, modern, and economically strategic.

What Is Cultural Diplomacy and Why Does It Matter for Seychelles

Cultural diplomacy uses culture, creativity, and people to influence perceptions abroad. It includes arts, music, cuisine, language, sports, diaspora communities, education, and the general identity of a nation.

For Seychelles, cultural diplomacy matters because:

• It strengthens international partnerships
• It shapes global perceptions of our governance and society
• It supports tourism by highlighting more than beaches
• It attracts investment by creating trust in our institutions
• It gives our people visibility in global networks
• It differentiates Seychelles from competitors
• It builds national pride and unity

At a time when the world is increasingly connected, the countries that thrive are those that tell their story well. Seychelles must become one of those countries.

The Problem: Our International Image Is Too Narrow

Although the world thinks of Seychelles with admiration, the perception is incomplete. Seychelles is often imagined as a destination rather than a nation. People know our beaches but not our people. They know our hotels but not our entrepreneurs. They know our environment but not our arts, our literature, our music, or our worldview.

Our story is dominated by external tourism marketing. As a result:

• We are not perceived as a centre of creativity
• We are not seen as an intellectual leader
• Our cultural exports are almost nonexistent
• Our global diaspora remains invisible
• Our youth are not connected to international creative networks

This limits our influence. It limits our ability to negotiate. It limits our voice in global debates. It limits our economic diversification efforts. And it limits the way future generations of Seychellois see themselves in the world.

If Seychelles is to compete globally, we must take ownership of our cultural narrative.

The Solution: A Modern Cultural Diplomacy Strategy

A smarter cultural diplomacy strategy must be ambitious, modern, and globally connected. It must be driven by government but powered by creatives, entrepreneurs, and communities. It must be supported by the private sector and amplified by our diaspora.

Below are the pillars of a new cultural diplomacy strategy that Seychelles can build within five to ten years.

Pillar One: Build a Seychelles Cultural Identity That the World Recognises

Before we export our culture abroad, we must define it clearly at home. Seychelles has a rich cultural heritage shaped by African, Asian, European, and island traditions, but we have never articulated what makes our culture globally relevant beyond Creole cuisine and music.

We need to develop a cultural identity that is:

• Modern
• Inclusive
• Rooted in history
• But aspirational and future-oriented

This means investing in national branding that highlights:

• Seychellois creativity
• Seychellois innovation
• Seychellois craftsmanship
• Seychellois resilience
• Seychellois multiculturalism
• Seychellois excellence

A nation that understands its identity can project it powerfully.

Pillar Two: Create a Seychelles Cultural Diplomacy Council

To coordinate national efforts, Seychelles should establish a semi autonomous Cultural Diplomacy Council under the Ministry of Foreign Affairs. The Council would:

• Develop cultural diplomacy strategies
• Support artists and creatives in global markets
• Manage cultural exchange programs
• Plan international exhibitions
• Oversee the Seychelles brand abroad
• Work with embassies to host cultural events
• Partner with tourism, education, and creative industries

This would ensure consistency while allowing collaboration with the private sector.

Pillar Three: Empower the Seychelles Diaspora as Cultural Ambassadors

Seychellois communities abroad are one of our greatest untapped assets. They are educated, diverse, and well connected. Yet they have no structured platform to contribute to cultural diplomacy.

A powerful strategy would include:

1. A global Seychelles Diaspora Network

A digital platform for all Seychellois abroad to connect, share resources, and join cultural projects.

2. Diaspora cultural chapters

Chapters in cities like Paris, London, Perth, Dubai, Stockholm, Toronto, and Berlin that host events and represent Seychelles in their communities.

3. Diaspora creative ambassadors

Writers, filmmakers, academics, and artists who promote Seychelles culture through their work.

4. Diaspora investment in culture

Crowdfunded creative projects, cultural exhibitions, and heritage preservation.

Diaspora diplomacy is one of the most powerful forms of modern soft power. Seychelles must invest in it fully.

Pillar Four: Use Culture to Strengthen Relations with Key Strategic Partners

Cultural diplomacy is a tool for foreign policy. Seychelles can deepen its ties with key states through targeted cultural programs.

1. With France

• Creole language promotion
• Film and art exchanges
• Exhibitions in Marseille and Paris

2. With the European Union

• Joint sustainability and cultural festivals
• Grants for Creole language research

3. With Japan

• Ocean culture collaborations
• Art and design exchanges
• Seychelles Japan Friendship Year

4. With India

• Yoga, wellness, and traditional arts programs
• Indo Creole cultural festivals

5. With Africa

• Creole heritage links with Mauritius and Rodrigues
• Blue economy cultural events

6. With the Gulf countries

• Showcasing Seychellois craftsmanship
• Cultural partnerships with museums and art councils

When culture supports diplomacy, relationships deepen faster and more sustainably.

Pillar Five: Create Exportable Cultural Products and Experiences

For Seychelles to shape its global identity, we must create cultural products that travel. These include:

• Seychellois music and film
• Art and photography
• Books and literature
• Fashion and jewellery
• Festivals and cultural experiences
• Digital content, podcasts, and documentaries
• Food products inspired by Creole cuisine

Currently, Seychelles exports very little culture. With proper support, we can create global markets for our creativity.

Imagine:

• A Seychellois animated series about island life
• A Creole cookbook published internationally
• A documentary on Seychelles biodiversity streamed on Netflix
• International art exhibitions showcasing local painters
• Seychellois fashion featured in global magazines

These exports turn culture into economic value while strengthening national identity.

Pillar Six: Modernise the Creole Festival as a Global Event

The Creole Festival should be one of the world’s leading cultural events. It should be our Venice Biennale of Creole identity. Currently, the festival is localised and underfunded. To become a global draw, it needs a stronger vision.

A reimagined Creole Festival should include:

• International artists and scholars
• Global Creole communities
• Digital exhibitions and livestreams
• Cultural tourism packages
• Conferences on Creole heritage
• Food and music markets
• Partnerships with the African Union, UNESCO, and universities

A world class festival would position Seychelles as the capital of the Creole world.

Pillar Seven: Train a New Generation of Cultural Diplomats

Diplomacy today is not just ambassadors and ministers. It includes:

• Artists
• Writers
• Musicians
• Chefs
• Designers
• Architects
• Athletes
• Social media creators
• Entrepreneurs

These are the people who shape the perception of a nation. Seychelles needs to train young professionals in cultural diplomacy through:

• Scholarships
• Online courses
• Exchange programs
• Internships at embassies
• Creative mentorship
• Grants for international exhibitions

By developing talent, we build a self sustaining cultural ecosystem.

Pillar Eight: Turn Tourism into a Cultural Platform

Tourism can either be an industry of consumption or an industry of cultural exchange. Seychelles must choose the second path.

Hotels, resorts, and tour operators should incorporate cultural diplomacy by:

• Showcasing local art
• Hiring Seychellois performers
• Selling local crafts
• Hosting Creole nights that reflect authenticity
• Offering cultural tours
• Promoting culinary heritage
• Using Creole names, narratives, and design themes

The tourism industry becomes a cultural storytelling platform that shapes global perceptions.

Pillar Nine: Use Digital Media to Amplify the Seychelles Story

The world consumes culture through screens. This means that Seychelles must invest in digital storytelling that reaches global audiences.

This includes:

• Short documentaries
• TikTok and Instagram creative content
• Podcasts on island life
• YouTube channels about Seychelles culture
• Virtual reality experiences
• Online exhibitions
• Global digital campaigns

The more we control our digital narrative, the stronger our international identity becomes.

Pillar Ten: Build Partnerships with Global Creative Institutions

Seychelles must build institutional partnerships that give our artists and creatives access to global platforms. These partnerships can include:

• Universities
• Museums
• Film academies
• Cultural foundations
• Design schools
• Art festivals
• Regional cultural councils

Through these partnerships, Seychelles gains visibility, credibility, and influence.

How Cultural Diplomacy Strengthens the Nation Internally

Cultural diplomacy is not only external. It strengthens Seychelles from within.

1. It builds national pride

When the world celebrates your culture, your people stand taller.

2. It creates jobs in the creative economy

From music to film to crafts, culture is a real industry.

3. It strengthens social cohesion

Understanding our shared identity reduces division.

4. It empowers youth

Creative industries give young people new opportunities.

5. It diversifies our economy

Cultural exports and creative tourism bring new income.

6. It enhances our diplomacy

Countries listen when they admire your culture.

7. It humanises Seychelles

Culture shows the world that we are not just a destination, but a nation with depth and complexity.

A Vision for Seychelles Cultural Diplomacy in 2035

If Seychelles commits to building cultural diplomacy as a strategic pillar of development, the transformation will be profound.

By 2035 Seychelles can become:

• The cultural capital of the Creole world
• A respected small state with global soft power
• A hub for cultural festivals and creative tourism
• A recognised exporter of art, music, cuisine, and literature
• A nation whose diaspora is active and united
• A state with strong relationships built through cultural exchange
• A country admired for its innovation, creativity, and openness

Cultural diplomacy can elevate Seychelles beyond geography. It can give our people a voice in the world. It can strengthen our economic resilience. It can unlock new opportunities for youth. And it can redefine what Seychelles means globally.

Final Reflection

Seychelles is rich in culture, talent, and creativity. What we lack is a strategy to turn those strengths into global influence. Stronger cultural diplomacy can reshape our international identity, deepen our diplomatic relationships, and build a new platform for national progress.

This is the moment for Seychelles to begin telling its own story. Not the story others write about us. Not the story defined by beaches. But the story of a proud island nation with a vibrant culture, a global community, and an ambition to shape the world through creativity, unity, and diplomacy.