Ulaanbaatar, July 2, 2024. /MONTSAME/. In recent years, cultural diplomacy has opened up the world to Mongolia’s history, people, and breathtaking landscapes. The Morin Khuur ensemble captivated audiences in France and the Mongol Khan performance selling out in London’s West End demonstrated how the world’s attention can be grabbed by tales of Mongolia’s nomadic heritage and way of life.

Following these successes, a new era of cultural diplomacy is emerging from Ulaanbaatar. Partnerships with a Premier League football club and global media outlets, combined with innovative ways of taking Mongolia’s history to a new generation on social media, are all helping to further boost exposure of this unique part of East Asia.

The English Premier League is the most-watched sporting league in the world. Their managers and players are often worth tens of millions of pounds and have global attention whenever they take to the field. In recent weeks Mongolia has launched a new partnership with the oldest football club in London – Fulham FC.

As part of this partnership, the Government’s national tourism brand ‘GoMongolia’ will officially become Mongolia’s destination sponsor, with branding projected from the stadium during every home fixture to millions of fans watching across the world. With tourism a key focus over the coming years, this partnership will elevate the Mongolian tourism industry to brand new audiences unaware of what Mongolia has in store.

Mongolia will be able to hold ‘stadium takeovers’ for key Mongolian holidays giving football fans exposure to Mongolian culture and events, further driving visibility. In addition, Mongolian coaches and players will have direct contact with Mongolian footballers and coaches, whilst the Fulham team will train in ‘GoMongolia’ branded kit for the entire season.

Sitting alongside this high-profile sporting opportunity is a new media partnership with one of the most trusted and relied upon news outlets of the world, the BBC. Through this extensive partnership, those accessing news across BBC platforms and around the world will become immersed in new programming which highlights just what Mongolia can offer to visitors and investors. From the beautiful scenery of the great plains to the bustling capital, this partnership will bring Mongolia to a global audience as BBC presenters visit Mongolia to open viewers to the potential that Mongolia offers as a tourism destination.

Unlike some other countries, Mongolia has begun to embrace the power and influence of social media. Not only did the NAS Summit of global social media influencers return to Ulaanbaatar for its second year last month, but the Mongolian government themselves are embracing the power social media holds in order to increase the number of international visitors.

In recent days, the Minister of Culture, Nomin Chinbat has given via her Instagram page an insight into the recently opened Chinggis Khaan National Museum in Ulaanbaatar, showcasing some of Mongolia’s ancient nomadic items on display. This is a new approach from Mongolia and demonstrates how governments across the world are using social media as a way to promote their countries and connect with new audiences the world over.

All these recent developments help capture a new turn in Mongolia’s cultural diplomacy. No longer is the emphasis solely on connecting Mongolian officials with fellow world leaders and promoting single, large-scale events.

New forms of ‘soft’ diplomacy, such as those described above, are enabling Mongolia to showcase the beauty of the country’s history, landscape and culture to new audiences, even those not familiar with the Nomadic lifestyle which still sits at the heart of Mongolian life.