Sir Nicholas Soames (Mid Sussex) (Con)
Soft power is one of the golden assets that this country possesses, but it is not nearly well enough co-ordinated; indeed, it is badly co-ordinated. This should be done better. Will my hon. Friend consider what steps his Department could take to ensure that co-ordination is greatly improved?
The Parliamentary Under-Secretary of State for Digital, Culture, Media and Sport (Michael Ellis)
Britain is rated No. 1 in the world for soft power, and my right hon. Friend is absolutely right about its importance. Our Department works very closely with the Foreign and Commonwealth Office in this regard. We have a large number of bilateral seasons of culture with other countries, we promote UK culture globally through the GREAT campaign, which is an extremely successful marketing campaign—one of the most successful in the world—and, of course, we visit countries on a cultural basis. For instance, I was in Rome recently, and I have also visited the United Arab Emirates. A great deal goes on.
