Europe has changed, and Austria now occupies a different position within Europe and in the world as a whole. It is culture, which shapes the image of Austria on the world stage. The special unique nature of a country is increasingly perceived in terms of its culture. The human response to globalization is a longing for cultural diversity. In order to achieve these goals, Austria's international cultural policy must create platforms of communication for Austrian culture abroad and promote dialogue on cultural affairs, centering on high esteem for cultural activities and those involved in them, and to convey a message of openness and liberality.
Culture emerges from the communication process.
Austrian international cultural policy must thus be able to operate on a decentralized, differentiated basis in terms of content and organization in accordance with the interests and preconditions that prevail in the respective partner states. In doing so, international cultural policy is not subordinated to political or economic aims. The job is not to export models of democracy, but to carry out the realistic task of launching processes of contact and dialogue. All existing cultural institutes and cultural departments of embassies and consulates will adopt this new joint marketing approach and the new brand name for Austrian international cultural policy in accordance with the respective local requirements. When the restructuring program is complete there will be more than two dozen Austrian Cultural Forums.