The Netherlands has gone through a period of transition. This transition whether it be a regulation on how many people come in and leave, and who these people leaving and coming are has been not only an issue in the The Netherlands but rather the European states themselves. The next hot topic in The Netherlands is the issue of cannabis. The Netherlands before was known for its policy on cannabis usage and who was taking it or not. Tourists flocking to areas in The Netherlands such as Maastricht for legal usage of drugs has now been seen as a problem. So what does cannabis usage have to do with public and cultural diplomacy?
As early stated The Netherlands is going through a period of transition. The nation state does not want to be known as a drug haven anymore. So The Netherlands is attempting to nation brand itself and distance itself from the stereotype of it being re noun for cannabis. The targeted audience are the citizens the Dutch people themselves. This has all been due to the fact of the new government coalition in the Netherlands which is centre right. This type of diplomacy is known as citizen diplomacy or domestic affairs. Citizen diplomacy being the citizens who represent the nation state The Netherlands in this case have appealed to the European Court of Justice to ban visitors for coming to The Netherlands just to use cannabis. This has also affected the cultural aspect of the The Netherlands. Cultural diplomacy being how other nation states perceive The Netherlands whether it be by television or radio etc. The Netherlands is using a soft approach in it's goal to achieve the banning of cannabis. According to theorists such as Joseph Nye culture comprises as a core component to soft diplomacy through culture.
The Netherlands is hoping to achieve their goal through ratifying the ban of cannabis for foreigners and only open for it's own in the hopes that crime goes down, The Netherlands is not perceived for drug tourism only. It also shows the strength in the political realm. By going through this culturally The Netherlands will provide a positive agenda in spite of policy differences. Will be able to target not only it's audience but others who may be influential members of foreign societies. Claps down on the issue of security and expenditure to make its citizens safe, thus promoting growth of civil society. At the same time affirming that The Netherlands has values such as family, and tackles the issue of The Netherlands where prostitution and cannabis is alright.
In return what The Netherlands is hoping is that it will encourage other peoples to respect and to give The Netherlands the benefit of doubt, in what it is doing is best. For example specific policy issues as there is a common shared interest. However there has been opposition from the coffee shop owners as it is harming business while others see it as bad for revenue.
I think it is interesting that the Netherlands wants to nation brand itself now and move away from being the drug haven it is known to be. It is true that when thinking of the Netherlands one think of drugs, prostitutes, and there are the tulips as well. I would like to see how it will continue doing this and how successful it will be.
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