He was giving a lecture last Friday at the Berlin International Economics Congress 2011 entitled Nation branding in small islands – turning globalisation into an opportunity.

Mr Adam attended the four-day event – an international conference on the future of global politics, nation branding, tourism and international investment in a globalised world – at the invitation of the Institute for Cultural Diplomacy.

His address, delivered to an audience comprising postgraduate interns from a cross-European network and high-level officials from Africa, Asia and the Caribbean region – among whom was Seychelles’ former President James Mancham – spoke of the difficulty small island states have to be recognised as more than sun, sand and sea.

“Small islands have to shout to be heard – if they are heard at all,” said Mr Adam.

“Recent crises have further emphasised their vulnerabilities. But we are not afraid to shout. We are not embarrassed to scream. We have something worthwhile to say. We offer ideas. We can offer inspiration.

“Small islands have to act as though they are bigger than they really are. Our national brand is a tool that we must use to accelerate our own development. And it is more than the idyllic paradise you see in the glossy brochures.

“It is a vision of a small island that wants to make a difference in the conduct of international relations...it is a vision of a proud culture that is determined to turn globalisation into an opportunity. We are small, but we will not agree to be victims of global forces.”

Mr Adam discussed the struggle of small islands such as Seychelles to be seen as serious players on the global stage and the efforts of Seychelles to diversify its image and brand beyond an idyllic holiday destination to become a beacon of stability and a proud example for Africa, with a lot more to contribute to the international community.

In terms of globalisation and development, he argued that small islands are the ideal barometers by which to measure the successes of development, but he said the international frameworks of development are now leaving islands behind and are not dynamic enough in helping small island development.

 “In the context of existing development architecture, islands have a delicate balancing act,” he said.

“Their relative development success is something that does allow them a certain space in the international arena to have their voice heard. While at the same time they have to plead for special considerations for their circumstances.
 
“In terms of how Seychelles projects its foreign policy, we often find ourselves having to aggressively promote our success – while at the same time sending out a plea for help.

“These contradictions are embedded in the international system in which we operate, and also in the inherent vulnerabilities that island economies have. Our efforts at national branding through our foreign policy seek to transcend this dichotomy.”