Logo_Service & Tourism: Current Challenges_eng

State Regulation of the Tourism Sector

Vol. 20 No. 3 (2026)

INTERNATIONAL TOURISM AS «SOFT POWER» AND AN INSTRUMENT OF INTERCULTURAL DIPLOMACY: THE POTENTIAL OF GASTRODIPLOMACY

DOI:
https://doi.org/10.22412/2414-9063-2026-20-3-11-19
Submitted
August 31, 2026
Published
August 31, 2026

Abstract

The object of the study is international tourism as a socio-­cultural and politico-­communicative phenomenon. This study focuses on the role of international tourism in the development and exercise of a state’s “soft power” and its utility within intercultural diplomacy. It is hypothesized that tourism, as a multifaceted arena of cooperation between public and private actors, functions as a potent instrument of “soft power” that can cultivate a favorable national image, disseminate core values, and establish enduring channels for cross-­cultural dialogue. The strategic application of tourism resources, including gastrodiplomacy – ​where stateled efforts are reinforced by privatesector and civic initiatives – ​enables nations to attain their diplomatic and economic objectives in today’s globalized world. The aim is to identify mechanisms and evaluate the effectiveness of tourism as a tool of “soft power” and intercultural diplomacy, as well as to determine promising directions for the development of tourism diplomacy. Methods: general scientific (analysis, synthesis, comparison), structural-­functional analysis, and content analysis of scholarly publications and official documents. Based on the analysis of the experiences of Japan, South Korea, and Thailand, it is shown that tourism contributes to strengthening international prestige, economic development, and the creation of cultural bridges. Special attention is paid to gastrodiplomacy as a “multifunctional” tool integrating cultural promotion, export policy, and tourist attractiveness. The article is addressed to researchers in international relations, cultural policy, and tourism.

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