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Germany will be the guest of honor at the 30th Janadriyah festival starting Feb. 3, at the Al-Janadriyah heritage village located on the outskirts of Riyadh.

“It is a great honor for Germany to have been chosen as the guest country for the upcoming 30th edition of the festival. It is a major recognition of the excellent state of our bilateral relations to have been chosen as special Guest for the most outstanding cultural heritage festival in Saudi Arabia,” said a senior diplomat.

The German participation will take place under the slogan, Germany — Land of Ideas: Innovation has tradition.

In the German pavilion, situated at the center of the festival site, the Saudi public will be able to learn more about Germany and experience the rich diversity of German culture and traditions.

“Germany is seeking a dialogue with the people of Saudi Arabia and we hope that the German Pavilion can contribute to the mutual understanding of each other’s culture,” said an official.

German artists, folklore dancers and musicians as well as renowned academics from Germany will participate in the 30th national heritage and culture festival at Al-Janadriyah.

Innovation has tradition

At the pavilion, visitors will find Made in Germany ideas and projects, whether in business, science or society, and experience innovative solutions the country is offering to meet future challenges.

German organizers are inviting the Saudi audience to time travel through a typical German city.

The pavilion tour starts at a medieval city gate and proceeds over a moat into the inner pavilion.

Visitors will then experience a historical market place and half-timbered houses, so-called Fachwerkhauser, proceeding into modern German life and houses.

Shops along the street will house various German companies and their innovative products and craftsmanship. The end of the tour is marked by a fascinating look into the future.

By visiting the German Pavilion, people can experience first-hand that innovation does indeed have tradition in Germany.

Strong partners for the German pavilion

The German Foreign Office has initiated the project of the German pavilion together with the place branding initiative, Germany — Land of Ideas, and the cultural institute of Germany, the Goethe-Institut.

Several partners from the German private sector will be organizing the economic program.

Project coordinators:

Federal Republic of Germany — Federal Foreign Office

The Federal Foreign Office is responsible for maintaining relations both with other states and with intergovernmental and supranational organizations.

Apart from its role as formulator of foreign policy, the Foreign Service also sees itself as providing a service for German citizens, the German economy and German cultural life, as well as for parliamentarians and government officials at all levels.

The range of services it offers beyond traditional diplomacy has become a second central field of activity which now accounts for half the ministry’s activities.

The Foreign Ministry is headed by Federal Foreign Minister Frank-Walter Steinmeier.

He is assisted by two ministers of state and two state secretaries.

Germany is represented in Saudi Arabia at two locations: In addition to the Germany Embassy in Riyadh, headed by Ambassador Boris Ruge, there is a Consulate General in Jeddah, headed by Consul General Annette Klein.

Cultural relations and education policy forms the so-called third pillar of German foreign policy alongside political and economic relations.

The German pavilion at the Janadriyah Festival 2016 is a large project in the field of foreign cultural relations and education policy undertaken by the federal government.

Germany — Land of Ideas

In 2005, the German federal government and the German business sector, represented by the Federation of German Industries (BDI), joined forces to launch a unique project and resolved to jointly promote Germany as a location for business, science, and culture in a comprehensive and integrated way.

As a provider of impetus and a neutral platform, the initiative relies on dialogue with all spheres of German society, successfully linking players from politics, business, science, and society.

In various projects, it identifies and works with relevant future issues in a targeted way, encourages people to participate, and communicates solution approaches to the public across Germany and internationally.

Due to the high potential for involvement and the internal and external communicative impact, large social events play an outstanding role for the Germany — Land of Ideas initiative in its efforts to convey various themes and issues.

‘The Germany — Land of Ideas’ logo is a neutral platform to present the appeal of Germany as an economic and scientific location.

Germany — Land of Ideas is used as an umbrella brand to convey a recognizable image to the public.

Goethe Institute

The globally active German cultural institute promotes German language learning abroad, cultivates international cultural cooperation, and conveys a comprehensive image of Germany.

In times of new global challenges, the work of the Goethe Institute aims at fostering a deeper understanding between different cultures and at boosting Germany’s reputation in the world.

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