NEPAD official hails Azerbaijani president’s role in Karabakh reconstruction

Zipporah Mobane, Head of Communication and Advocacy at the Office of the CEO of the African Union Development Agency (NEPAD), praised Azerbaijani President Ilham Aliyev’s personal involvement in the rebuilding of Karabakh and described Azerbaijan’s approach to development and international engagement as a valuable example for other countries.

She made the remarks in her piece for African publication Jambo Africa following her participation in the 3rd Shusha Global Media Forum, held on July 19–21, Caliber.Az reports per local media. 

“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 wrote.

Mobane described the 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.

Mobane noted that her first experience with Azerbaijan was in 2024, when she visited Baku to attend the UN Climate Conference COP29. She said she was impressed by the high level of organisation, and that her recent visit to Shusha allowed her 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 commended the forum’s ability to merge cultural engagement with media discussions, noting that it enabled participants to feel the spirit and values of the country.

She said 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 also emphasised the importance of the forum’s discussions on media literacy and information security, stressing that the issue of disinformation requires a collective response.

She was particularly struck by the openness of Azerbaijani President Ilham Aliyev during the forum.

“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,” she said.

According to Mobane, the Shusha Media Forum was not just an event for exchanging views, but a real example of cultural diplomacy that fosters deeper 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,” she added.

Mobane concluded that the country’s example, as demonstrated during the forum, could serve as an inspiration for nations striving toward development, revival, and effective global cooperation.