Speech by Princess Laurentien at the opening of the Seminar Creative Industry in Bogotá

Your Excellency Mr. Ambassador, ladies and gentlemen,
Welcome to you all to the Dutch pavilion, here at the Feria del Libro in Bogotá. Designed by MVRDV, one of the leaders in Dutch architecture, it's a fitting venue for this gathering. We're here to launch the first Dutch trade mission to Colombia to focus on architecture, design, urbanism and cycling. My compliments go to Jacob van Rijs and everyone involved in putting together this spectacular pavilion. It cleary is a team effort. I love the combination of content, creativity, top quality, personality and humor.

It's marvellous to see so many representatives from the Dutch and Colombian creative sectors here. As Guest of Honour at this year's book fair, the Netherlands has a unique opportunity to put itself on the map in Colombia, not only in the sphere of culture and literature but also in the creative sector. That prompted the idea to combine our special role at the FILBO with a trade mission that focuses on architecture, design, urban development and cycling. You can see and feel this right here in our pavillion. So your presence squares the circle as they say.

Apart from the design of Irma Boom, the famous Dutch graphic designer, the pavilion also houses an exhibition which features miniature models of some of the best Dutch designs. Another exhibition highlights the importance of cycling in terms of living, working and travelling in the city. We love to share smart solutions and daring ideas. And in the creative industries, everything comes together: creativity, innovation and entrepreneurship.
The famous Irish playwright George Bernhard Shaw said: "Imagination is the beginning of creation. You imagine what you desire, you will what you desire and at last you create what you will." Creativity demands willpower. That is also why the creative industries are one of the official nine top sectors of the Dutch economy in terms of international performance. There are more than 140 000 companies working in this field. They're driving innovation in other sectors. Unique solutions are found to challenges in the fields of health care, security and energy. By adopting different perspectives. By transforming imagination in vigor and creative solutions. We are proud to view societal challenges from innovative angles and tackle them creatively. And we love to be inspired, especially also from the outside. That's why we're so pleased to be in Colombia. Mutual inspiration drives us all forward.That is what partnership is all about.

Cities in Colombia are modernising at a fast pace. There is growing awareness of the need for sustainable growth. Contemporary urbanism encompasses more than design: smart cities are all about protecting the environment and promoting quality of life. It focuses on smart cities, where preserving the environment and quality of life are top priorities. Looking at Bogotá, I'm impressed by the changes the city has undergone. As we are impressed with mayor Pe?alosa's dedication to sustainable transport. It sets an example in the region, for instance by promoting cycling as a mode of transport. The Netherlands would be delighted to turn its expertise into an active partnership in this area.

There's a wealth of opportunity in Bogotá, in Colombia for the Dutch. More and more Dutch companies and entrepreneurs are making their way to Colombia. Economic cooperation and trade between the Netherlands and Colombia has been increasing in recent years. Top sectors - such as logistics, infrastructure, agriculture and water - have identified Colombia as a priority country. The Creative industries can add a new dimension to our mutual ties.

Ladies and gentleman,
This trade mission will allow Dutch and Colombian companies to get to know each other better. I hope that, after this seminar, you'll take advantage of the matchmaking activities that have been organised to enter into specific, constructive agreements with each other. In Colombia, Creative industries generate an amazing 5,8 percent of national employment and contribute a fair share to the size of the Colombian economy. As a diverse and vibrant sector, it's an engine of growth and development that is accelerating faster than other economic sectors.

Maybe the wisdom of a twelve-year-old girl which I recently spoke can inspire you today: 'innovation is sharing what you know, but specifically also what you don't know'.  For that you need to build up a relationship based on mutual trust. And that is in my mind the basis of sustainable trade relations: transactions follow trust, not the other way around.

I wish you a lot of success, inspiration and above all: a lot of smart solutions and daring ideas.
Thank you.