Zipporah Mobane: Shusha Global Media Forum experience stands as masterclass in strategic country branding

Zipporah Mobane, Head of Communication and Advocacy at the Office of the CEO of African Union Development Agency (NEPAD), described the 3rd Shusha Global Media Forum as a vivid example of how Azerbaijan, through culture, history, and open dialogue, can demonstrate its resilience, values, and commitment to development.

According to Report, Mobane told the African publication Jambo Africa that her acquaintance with Azerbaijan began in 2024 when she first visited Baku to participate in the UN Climate Conference COP29. Even then, she was impressed by the high level of organization, and participation in the media forum in Shusha (July 19–21) gave her an opportunity to deepen her understanding of the country, its people, and its cultural heritage.

"The Shusha Global Media Forum provided the perfect opportunity to immerse myself in the country’s rich history and vibrant culture. From the moment I arrived, it was evident that this was no ordinary media conference. The technological setup was excellent, the logistics flawless, and every detail had been carefully orchestrated to ensure participants could engage meaningfully with global media issues while experiencing the cultural treasures of Azerbaijan," she said.

She emphasized that the forum’s program skillfully blended professional discussions with cultural events, allowing each participant to feel the spirit and values of the country.

She said it it was amazing to observe how historical monuments, traditions, and modern media go hand in hand, creating a unique space for dialogue and mutual understanding.

Mobane especially highlighted the forum’s discussions on media literacy and information security. She noted that the problem of disinformation goes far beyond media alone and requires joint efforts from governments, the private sector, and technology platforms.

She was also impressed by the openness and direct involvement of Azerbaijani President Ilham Aliyev in the forum’s work.

"I was particularly impressed by President Ilham Aliyev’s engagement with the media during the forum. His approach was refreshingly open and frank — no question was off-limits, and his transparency in addressing all inquiries demonstrated exceptional leadership. However, his influence extends far beyond media engagement to encompass the broader narrative of Azerbaijan’s development.

What impressed me most is President Aliyev’s personal, hands-on approach to rebuilding Karabakh — not just physically, but emotionally and strategically. His commitment demonstrates what visionary, dedicated leadership can achieve when combined with clear national direction. This serves as a powerful reminder to all our nations that meaningful development begins with strong, purposeful leadership that maintains both vision and practical engagement with the challenges at hand," Mobane said.

She noted that the Shusha media forum was not merely a venue for exchanging views but a genuine event of cultural diplomacy that fosters deep understanding and strengthens international ties.

"Azerbaijan demonstrated that effective nation branding isn’t about superficial messaging or flashy presentations — it’s about creating authentic opportunities for the world to experience and understand your country’s true character. This thoughtful approach to international engagement offers valuable lessons for any nation seeking to enhance its global reputation and foster deeper international understanding," Mobane said.

“Azerbaijan has shown that successful country branding is not just marketing and flashy images but creating a living dialogue that allows the world to truly understand its unique identity and values,” Mobane emphasized.

The NEPAD representative added that Azerbaijan’s experience demonstrated at the forum can serve as inspiration and an example for other countries striving for development, revival, and effective international cooperation.