Directora de ProtocolToday
Presidenta de Iberoamericanas FHCI
Presidenta FHCI Paises Bajos.
PAISES BAJOS
INTERNATIONAL CONFERENCE WOMEN’S DAY- EMBRACING EQUITY “GLOBAL MINDSET”
11th March 2023
Session 1 English language | Time: 15:00 hrs – 17:00 hrs. (CET) The Netherlands.
Sesión 2 Idioma Español | Horario 18:00 hrs – 20:00 hrs. (CET) Países Bajos.
Mode: Online | Free entrance | Dress code: Business formal.
Embracing Equity “Global Mindset”
“Women as Leaders, Connecting Individuals, Cultures, Values,
Organisations and Societies around the World”
ProtocolToday and Ibero-American Women Leaders of Change, FHCI, invite you to our international online International Women’s Day conference.
The conference will offer you numerous opportunities to share, connect, grow and increase your perspectives worldwide!
- Meet, greet and connect with women and men from more than 40 countries
- Increase efficiency, learn from each other
- Inspire, motivate and increase co-creation capacities
- Prospect cooperation opportunities
Why Global Mindset Skills
The world is transforming into a global village, and we need executives who can navigate smoothly across cultures. We must cultivate mindsets and practices necessary to create affirming, inclusive, and equitable ecosystems regarding education, opportunities, welfare, well-being and all other societal areas.
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SPEAKERS
Session 1 English Language
Timetable
Amsterdam 15:00 hrs – 17:00 hrs. (CET) | Mexico City 8:00 hrs – 10:00 hrs. (CST) | Tanzania 17:00- 19:00 hrs. (EAT)
YOUR LOCAL TIME

Prof. Dewanand Mahadew
Secretary and Treasurer FHC NETHERLANDS
CEO Director at NewEconomyStrategy
The Nethrlands

Mtra. Adriana Flores
Directora de ProtocolToday
Presidenta de Iberoamericanas FHCI
Presidenta FHCI Paises Bajos.
PAISES BAJOS
PONENTES
Sesión 2 Idioma Español
Horarios
Amsterdam 18:00 hrs – 20:00 hrs. (CET) | Cd. México 11:00 hrs – 13:00 hrs. (CST) | Argentina 14:00 -16:00 hrs. (ART)
SU HORA LOCAL

Prof. Dewanand Mahadew
Secretary and Treasurer FHC NETHERLANDS
CEO Director at NewEconomyStrategy
The Nethrlands
MASTERS OF CEREMONY & WRITERS

Almendra Pérez,
Master of Ceremony and Moderator
Mexico

Lure Sadeq
Master of Ceremony and Moderator
Palestine

Carla Esparaza
Research
Spain

Claudia Stohmann
Writer of Magazine Global Mindset
Bolivia

Anstasia Martel
Writer of Magazine Global Mindset
United Kingdom
PARTICIPANTS ARE:
- Government Representatives: Ambassadors, Diplomats, Honorary Consuls & Embassy Staff;
- Business Professionals: Entrepreneurs, Consultants, Business Development Professionals;
- Executives & Professionals: National & Local Government’s Officials, City Marketing & Investments Promotion Executives | International Organizations Staff;
- Professionals, students and journalist.
STRATEGIC & MEDIA PARTNERS
TOURISM DIPLOMACY
Introduction
Tourism diplomacy is promoting tourism resources and resolving a specific destination’s crisis or problem through peaceful negotiation between two or more nations or among nations using tourism’s soft power. Its peaceful discourse and adaptable approach enrich the theory of diplomacy and international relations, as well as the value and functions of tourism. Tourism diplomacy has long been practised in the international community; however, it emerged as an independent official concept following a proposal by the Chinese government in 2015. Currently, most research in China and abroad focus on tourism diplomacy as a form of public diplomacy to promote cross-cultural communication and national image; research should pay more attention to tourism diplomacy’s multilevel nature.
Tourism diplomacy began at the official level and spread to semi-official and civil groups. As forms of non-traditional diplomacy (public diplomacy), semi-official and civil levels of diplomacy have become increasingly important in today’s international arena; as a result, many studies have focused solely on public diplomacy, ignoring official tourism diplomacy. Tourism diplomacy’s functions have become more diverse as its depth and breadth have grown. That diversity is most visible in bridging gaps and fortifying alliances, boosting the economy and neo-colonialism, cultural exchanges and image building, and diplomatic retaliation and understanding.
Chinese Tourism Diplomacy
China has surpassed the United States as a tourism powerhouse. Notably, it has become a source of outbound tourists, with its visitors sought after by countries worldwide. COVID-19’s emergence has slowed current growth, but this is likely only temporary until the pandemic is contained. With this backdrop, it is unavoidable that the number of Chinese tourists and their economic impact will remain a major topic of discussion. The recent growth of tourism has resulted in the almost inevitable emergence of China’s tourism diplomacy as an evident and unavoidable intervention in statecraft. Chinese outbound tourists have become ambassadors for the country, its people, and its governing policies. In China’s tourism development history, the former China National Tourism Administration officially proposed the term “tourism diplomacy” in light of two factors. First, the Chinese government pursues an independent foreign policy of peace, which differs from previous international expositions of tourism politics from a power standpoint. Second, the sheer volume of Chinese outbound tourists and their enormous purchasing power form a solid practical foundation for China’s tourism diplomacy. With the concept of tourism diplomacy proposed and approved by government documents, tourism diplomacy has gained increasing attention from diplomatic, tourism, and academic circles.
The U.S. State Department on Tourism Diplomacy
Tourism is recognised by the United States State Department as “soft diplomacy,” exposing American culture’s vast and unique components to populations worldwide (including within the United States itself) and promoting greater cultural understanding. This cultural cross-pollination reflects both growing cultural enlightenment among destinations and a reaction to the sharp decline in international market share during the “lost decade” following 2001. In short, the industry recognised the importance of quickly reaching out to new and emerging markets. The arts were and continue to be an essential part of that outreach. This approach can take various forms, most notably appealing to/about ethnic and racial target audiences or marketing a diverse menu of tourism products and cultural themes that resonate with traveller demographics. The tourist of the future seeks authentic experiences that allow for personal involvement and highlight the diverse narratives that define the character of communities across America. Understanding the fundamental nature of each destination is only possible with the artist’s voice. In urban America, there is a continuing arts and culture renaissance, the focus of which is nurturing indigenous communities’ talents.
Diplomacy by tourism pillars
This factor is associated with ensuring long-term development in terms of environmental, economic, political, technological, and social aspects, which are the primary influencers in establishing and improving a country’s tourism sector. A country’s national image is a synthesis of perceptions held by international citizens in their minds and hearts. It may include cultural activities, political etiquette, environmental policy, and the state’s history. Organising activities that will bring together all stakeholders, including state officials, community members, representatives, bureaucrats, diplomats, spokespeople, public figures, athletes, culture-oriented individuals, and academicians, is necessary. It promotes tourism resources, attracts more tourists and foreign direct investors, and solves specific problems or crises through peaceful negotiation between or among countries. Furthermore, increased awareness of and interest in cultural differences will usher in a period when much tourism will be centred on domestic and international tourists interested in learning about other cultural traditions.
Conclusion
Given the role of cultural diplomacy in tourism and the number of conflict zones has decreased dramatically over the last half-century, the question of whether tourism is a tool for peace or merely a byproduct of it arises. Tourism is widely acknowledged for promoting understanding, tolerance, and cross-cultural relationships. Politicians from Mahatma Gandhi to John F. Kennedy and Ronald Reagan have cited tourism’s ability to foster a more cooperative global environment. On the other hand, tourism can contribute to peace if we recognise that not all conflicts are destructive; some can be considered constructive if they help transform societies from tension and toward mutual understanding. For cultural tourism to reach its full potential in promoting peace, the industry must be willing to address some of the other negative externalities that have arisen due to its rapid growth.
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Writer by Erik MUHIA, International Studies and Diplomacy Graduate Student and Young Diplomat
02 January 2023, Kenya
Category: Diplomacy
Reference: EM102012023D

“Somos una empresa de desarrollo de capacidades que conecta valores, culturas, organizaciones, individuos y sociedades en todo el mundo”
Steve Derden
Head of Protocol and Events at NATO.
Topic: Protocol as an international communication tool.
BELGIUM
MASTERCLASS DIPLOMATIC WRITING SKILLS (GMS-5)
Reserve the preferred date.
Mode of Study: Online
Time: 10:00 – 14:00 | 16:00 – 20:00 hrs.CET Ámsterdam
*Request special prices for embassies and companies
Fee one masterclass €80.00 including:
- Method action Learning model;
- Digital material;
- Personalized assessment;
- Certificate EQF 7 level of ProtocolToday Academy;
- Accredited by CPD in the United Kingdom
Become a mindful executive with the skills to navigate & operate smoothly around the globe!
Global Mindset Skills
Learn Today & Practice Today!
The world is transforming into a global village and needs executives who can navigate smoothly across cultures.
Globalization is changing the world in every aspect. Traditional industrial economies are transforming into entrepreneurial economies. There is a need for leaders, entrepreneurs, directors, managers, government officials, consultants, and executives with global mindset skills, e.g., the skills for profound relations management with people from different cultures and with different values.
Diplomatic communication and correspondence are the keys to formal contact between states and between states and international organizations (e.g., the UN). Diplomatic communication involves communicating decisions, expressing approval/disapproval, congratulations, arrangements, initiating contacts, making proposals, and threatening.


Key topics include:
- Critical thinking, critical awareness of the right and wrong way to use language;
- How to observe protocol and corresponding language, The use of diplomatic language in the management of international relations;
- Writing notes, letters, memoranda, and other documents, Resolutions, memoranda of understanding (MOUs), and treaties;
- Drafting of reports, speeches, statements, declarations, Symbols, and Logo;
- Terms of address, Structure, layout of documents, and Sign off documents.
Participants are:
- Young Diplomats, Young Business people;
- Government Representatives: Ambassadors, Diplomats, Honorary Consuls & Embassy Staff;
- Business Professionals: Entrepreneurs, Consultants, Business Development Professionals;
- Executives & Professionals: National & Local Government Officials, City Marketing & Investments Promotion Executives | International Organizations Staff;
- Professionals are active in the Hospitality & Tourism Industry.
50 CORPORATE & SOCIAL ETIQUETTE TIPS FOR AN UNFORGETTABLE DECEMBER FESTIVITIES
20th of December 2022 | Online
English Time: 14:30 hrs – 16:00 hrs. (CET)
Spanish Time: 17:00 hrs – 18:30 hrs. (CET)
Free entrance!
Dress-code: Gala
We would like to thank you for all your support in 2022!
Meet, greet and toast together with the team of ProtocolToday Academy and Magazine
Theme 50 Corporate and social tips for the winter holidays
SPEAKERS ENGLISH
14:30 hrs – 16:00 hrs (CET)

Renita Jackson
Specilist in Etiquette
Theme: invitation and the importance of RSVP
United States

Kruti SHAH
Specialist in Etiquette
Theme: Handle the cutlery during a dinner.
India

Eric Muhia
Young Diplomat
Theme: Cultural Diplomacy
Kenya

Giovanni Munoz
Student and media monitor
Theme: The importance of etiquette during social gatherings
Mexico

Adriana Flores
Specialist in Protocol & Soft Skills
Theme: The Art of Gift Giving
The Netherlands
PONENTES ESPAÑOL
10:00 – 11:30 hrs (Ciudad de México)
17:00 hrs – 18:30 hrs. (CET)

Gustavo Caballero
Especilista en Protocolo
Tema: Tarjeta de felicitaciones
Argentina

Wilfredo Pérez
Especialista en Etiqueta
Tema: Tips de Etiqueta Social en Navidad
Perú

Jorge Prado
Especialista en Protocolo
Tema: Protocolo, costumbres, tradiciones y etiqueta en las fiestas navideñas en Perú
Perú

Giovanni Muñoz
Estudiante y monitoriador de medios
Tema: La importancia de la etiqueta durante las reuniones sociales
México

Claudia Stohmaan
Especialista en Etiqueta
Tema: Etiqueta del brindis
Bolivia
MODERATOR AND TEAM:

Almendra Pérez
Maestro de Ceremonia
Manager de Proyectos
Mexico

Lure Sadeq, B
Master of Ceremony
Communication coordinator
Palestine
MASTERCLASSES INSIGHTS IN DUTCH ECONOMIC & BUSINESS STRUCTURE & FRAMEWORK (MGO-21-F)
Reserve the preferred date.
*Request special prices for embassies and companies.
Mode of Study: Online or in-class in any country around the world.
Become a mindful executive with the skills to navigate & operate smoothly around the globe!
Global Mindset Skills
Learn Today & Practice Today
Our training programs enable executives to represent themselves and their organisation with excellence, distinction and capabilities to bridge cultural and diplomatic gaps.
Key topics:
- Geo-economic structure of The Netherlands;
- The Dutch innovation framework;
- Top-sector policy;
- Governmental and private organizations active in entrepreneurship and international business;
- Funding and financing tools.
Target audience:
- For diplomats & Executives working in the Netherlands
Ambassadors, Diplomats, Honorary consuls;
Government officials, PR staff, protocol officers, board members;
Employees/managers of NGO’s and international organisations;
Business executives & Entrepreneurs. Key topics.
MASTERCLASS NEGOTIATION SKILLS IN BUSINESS
24- 25 April |
Mode of Study: Online
Time: 10:00-12:00 or 16:00 – 18:00 hrs. (CET) Amsterdam
Limited availability!
Participation fee: the member price is €160.00, non-member price is €184.00
Including:
- Method action Learning model;
- Digital material;
- Personalized assessment;
- Certificate EQF 7 level of ProtocolToday Academy
- Accredited by CPD in the United Kingdom
Become a mindful executive with the skills to navigate & operate smoothly around the globe!
Global Mindset Skills
Learn Today & Practice Today!
The world is transforming into a global village and needs executives who can negotiate smoothly around cultures.
In this masterclass, we will provide participants with a concise and hands-on boot camp of what is needed to develop themselves into skilled and successful (international) negotiators. What analytical framework can the negotiator employ to prepare more effectively? How to better understand his/her behaviour and that of others? What strategies and tactics are there to know about? The role of persuasion, culture, power and communication.
Themes:
- Fundamentals for successful negotiations
- Methodology for negotiation analysis
- Short, high-impact exercises and self-reflection.
Participants are:
- Young Diplomats, Young Business people;
- Government Representatives: Ambassadors, Diplomats, Honorary Consuls & Embassy Staff;
- Business Professionals: Entrepreneurs, Consultants, Business Development Professionals;
- Executives & Professionals: National & Local Government Officials, City Marketing & Investments Promotion Executives | International Organizations Staff;
- Professionals are active in the Hospitality & Tourism Industry.
SESSION DEVELOPE A GLOBAL MINDSET
VISIT TO THE DUTCH EMBASSY IN MEXICO
24 November 2022, Mexico City
Our thanks to Isabelle Niekrake, Counselor for Economic Affairs of the Embassy of the Kingdom of the Netherlands in Mexico, for the warm welcome she gave to the representatives of the Academy of Soft Diplomacy | Protocol | Global Mindset on November 24 at the Embassy.
During this visit, we explored the collaboration between the Embassy and the ProtocolToday Academy to advise and train Dutch and Mexican business people for their trade missions between the two countries to create a bridge of understanding and bonding that will cover cultural aspects, business protocol, ethics and etiquette, among others, to minimise misunderstandings and make successful businesses boost the economy.
Nuestro agradecimiento a Isabelle Niekrake consejera para asuntos económicos de la Embassy of the Kingdom of the Netherlands in Mexico, por la calurosa bienvenida que brindó a los representantes de la Academy of Soft Diplomacy | Protocol | Global Mindset el día de 24 de noviembre en la Embajada.
Durante esta visita, hemos explorado la colaboración entre la Embajada y la Academia ProtocolToday para asesorar y capacitar a empresarios holandeses y mexicanos para sus misiones comerciales entre los dos países para crear un puente de entendimiento y vinculación que abarcará aspectos culturales, protocolo empresarial moderno. , ética y etiqueta, entre otros para minimizar malentendidos y hacer negocios exitosos para impulsar la economía.
Wilfred Mohr Lowina Broens Anne Le Guellec Steven Büter NBSO Mexico/Querétaro Holland House Mexico Carolina Morales de Zubiria Carin Verbree Adriana FLORES Almendra Pérez Mónica Muñoz Ministerie van Buitenlandse Zaken RVO-Handelsmissies met Ministers Secretaría de Relaciones Exteriores de México Secretariat of Economy Jose Antonio Zabalgoitia Dewanand Mahadew
