Aiva Rozenberga

@ Former CEO at Latvian Institute


“Storytelling and symbolism – tools for European Capital of Culture diplomacy”

Watch the presentation

In her presentation Aiva Rozenberga reveals practical insights from the experience of building cultural diplomacy during Riga as the ECOC in 2014. She also takes a look at some stories of other former and upcoming ECOCs. Why the opening and key themes of the ECOC are important for the whole cultural diplomacy and strategic communication of the ECOC, what symbolism it conveys in presenting the story of ECOC abroad through the means of cultural diplomacy? Why is it important to note that we are speaking about cultural diplomacy of a style and substance of the European democracy?


Aiva Rozenberga is an expert on strategic communications and cultural affairs, member of the Baltic Culture Fund. Former Director of the Latvian institute has a background in state administration, public communication and culture management – she was the spokeswoman of former President of Latvia, Dr. Vaira Vīķe-Freiberga and the Prime Minister, Dr. Laimdota Straujuma. In 2008, she joined the team of the project “Rīga – European Capital of Culture” and headed the Artistic Council of “Riga 2014”. She was a jury member for the selection of the European Capitals of Culture. During her career, Rozenberga has also been part of the Latvian Song and Dance Celebration management. She has also worked as a journalist at “Latvijas Radio” and as its special reporter in Estonia.