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Conflicts often emanate when one society tries to enforce its own culture on others. Cultural diplomacy, as a form of diplomacy, is often an integral part of diplomatic activities of almost all states to alleviate cultural clashes and to assist cultural institutions in the dissemination of national culture. In practice, the under-deployment of cultural diplomacy very often results from false perceptions about its activities. The aim of this paper is to conceptualise the term ‘cultural diplomacy', provide a short history of its development, sketch its major functions and evaluate its importance in the process of foreign policy implementation. South Africa should diversify its diplomatic tools more effectively. Cultural diplomacy should receive more prominence by the practitioners of diplomacy and could serve as a useful means for the implementation of South African interests abroad. It could promote favourable conditions as a precursor for the effective achievement of the country's foreign policy goals. [ABSTRACT FROM AUTHOR]