The Soft Power Destinations Awards celebrate the influence and impact of a cultural destination in a city, virtually and beyond.
Cultural Destinations are major forces of soft power in their local environments. They are landmarks and place-makers in a city, they attract tourists, locals, schools, and donors and they influence and empower visitors and partners through programs, exhibitions, research and networks.
Soft Power Destinations have influence because they operate in a way that is accountable and transparent, and they seek to be excellent, relevant and sustainable in all that they do. The Soft Power Destinations Awards recognize soft power best practice in cultural destinations.
The 2017 Awards mark the second Soft Power Destinations as an initiative of Leading Culture Destinations and Lord Cultural Resources.