50 July 2012 BTM France In Bahrain Diplomacy of Influence To many French nationals, the Bastille Day evokes images of the impressive military parade on the Champs-Elysees on the morning of July 14; and also, the famous “bals populaires” organised the same evening everywhere in France, from the smallest villages to the big cities in various districts of Paris. “It’s the same celebration of the same event and of the same values (“liberté, égalité, fratenité”) in two different and complementary ways, official and convivial. We’ll try to have both dimensions in our local celebration at the French Residence,”says French Ambassador to Bahrain, Christian Testot. The French nation faces the challenge of developing and adapting both its economic and social policies to meet the demands of the Eurozone crisis. Walking the thin line between austerity and economic growth, the new government has identified five priority areas including competitiveness, energy transition, equality in various parts of the country, social justice as well as education and integration. Six months into his assignment in Bahrain, Ambassador Testot has already settled in. “Having lived in this region before, I feel Bahrain stands apart from other countries with its open, easy-going and hospitable people. Bahrainis are educated, well travelled and very knowledgeable about the world,” he notes. In 2011, bilateral trade between Bahrain and France accounted for nearly €350 million, of which French exports to the Kingdom comprised €250 million while Bahrain’s exports to France amounted to €100 million. “With its excellent infrastructure, trained workforce, business-friendly regulation and affordable cost of living, the Kingdom scores well as a regional centre for investment,” says the Ambassador. “Our companies are keenly following developments in Bahrain related to airport modernisation, the proposed Bahrain-Qatar causeway, mass transit system, aluminium downstream as well as renewable energy. We hope to attract more French companies to create jobs, utilise the capacities here to produce not only for Bahrain, but also export to the wider regional market.” A keen player in cultural diplomacy, France has had a head start in today’s ‘soft power’ battle between the nations. francesupplement H.E. Christian Testot Culture is very central to the way the French embassy operates in Bahrain. Through the French culture department along with Alliance Francaise, France is very keen in participating in events organised by the ministry of culture, particularly the Spring of Culture and the Summer Festival. With its array of concerts, exhibitions and shopping opportunities showcasing different facets of French culture, the French Week 2011 was a major success. Ambassador Testot is encouraged to see Bahraini children enrolling at the French school, which, he believes, will improve their flair for the language at an early age. As part of Bahrain’s educational reform, French language will now be taught from lower grades in Bahrain’s schools. “Around 3000 children enrolled in French classes this year and we expect more in the future,” he says. French business expertise will make its way into Bahrain with the inception of the French Arabian Business School next year. The collaboration between ESSEC Business School of France and Arabian Gulf University will offer one of the best MBA programmes in the Gulf starting October 2013. Trained in classical Arabic, Ambassador Testot has focussed extensively on the Arab World since joining the Foreign Service. He remains confident that French economic relations with Bahrain have a bright future. “Along the last 30 years, we’ve built a relationship of mutual trust and respect. Bahrain is fully aware of the commitment of French companies to bring the best of their know-how to this country,” he believes. Cultural diplomacy
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