Digital turn in cultural diplomacy

The paper examines the changes observed in the implementation of cultural diplomacy. The pandemic and the forced isolation associated with it have accelerated the ongoing processes of digitalization in the field of culture. Due to the fact that according to UNESCO, culture is one of the most affected areas of activity, governments, to one degree or another, are striving to intensify this type of foreign policy activity. According to research articles and a case study on the development of cultural diplomacy during past two years in the Italian Republic as a state in whose territory approximately 40% of cultural heritage monuments are located, allow us to conclude that cultural diplomacy uses almost all key developments in the field of digitalization and digital diplomacy. The author concludes that, despite the universal set of tools of the implementation of digital cultural diplomacy (virtual tours of museums, broadcasting of various concerts, online lectures and various educational events, video games and quests aimed at knowledge of culture, etc.) each state faces such obstacles as insufficient funding, lack of specialized personnel, ethical side of digitization (whose software should be used).