The pavilion of the Islamic World Educational, Scientific and Cultural Organization (ICESCO) at the 2026 Rabat International Publishing and Book Fair hosted, on Tuesday 5 May 2026, a series of cultural and intellectual activities aimed at promoting cultural dialogue, fostering discussion on societal and intellectual issues, and highlighting the role of culture in building bridges between peoples and expanding avenues of civilizational understanding.

In this context, an intellectual seminar on “Social Diplomacy” was held at the pavilion, moderated by Dr. Sally Mabrouk, Director of the Office of the Director-General and Supervisor of the Strategy and Institutional Excellence Sector. In her opening remarks, she stressed that the concept of social diplomacy is gaining increasing importance in light of the rapid transformations taking place worldwide, which necessitate the development of communication tools and greater openness to societies, particularly among youth.

The seminar featured contributions from Dr. Yousra Bint Hussain AlJazairy, Chair of the Cultural Committee of The Group of Spouses of Arab Ambassadors and Heads of International Organizations accredited to the Kingdom of Morocco; Dr. Mohamed Zine El Abidine, Head of the Culture Sector at ICESCO; and Ambassador Khalid Fathalrahman, Director of the Center for Civilizational Dialogue at the Organization. Their interventions addressed the various dimensions of social diplomacy as a new mechanism for positive influence and for reshaping the relationship between institutions and societies.

At the outset of her intervention, Dr. Yousra AlJazairy emphasized that social diplomacy must today reassess its tools and working methods, noting that the coming decade “will not be forgiving” if it remains confined to traditional and elitist approaches. She called for greater openness to the digital generation and its engagement in initiatives and programs, affirming that diplomacy can no longer operate in isolation from the social and technological transformations that are reshaping patterns of interaction and influence.

For his part, Dr. Mohamed Zine El Abidine underscored that culture remains the primary vehicle for any successful social diplomacy project, explaining that the challenge lies not only in addressing the attraction to foreign cultures but also in developing a renewed cultural vision rooted in the civilizational heritage of the Islamic world and presented in a contemporary and appealing manner. He added that ICESCO has, in recent years, accumulated a range of relevant initiatives and conferences that are likely to yield positive outcomes in the long term.

Ambassador Khalid Fathalrahman highlighted that society constitutes the foundation of diplomatic action, while culture represents its loftiest expression. He noted that changing stereotypes about the Other can only be achieved through education, culture, and mutual openness. He also pointed out that one of the major challenges facing social diplomacy is the persistence of a form of Western centrality in shaping perceptions and standards, which calls for the development of more balanced and equitable approaches.

The seminar also featured an intervention by Dr. Salim M. AlMalik, Director-General of ICESCO, who addressed the dimensions of social diplomacy and its role in strengthening the cultural and human presence of institutions and international organizations.