The World Culture Forum, was held in Jordan from 4-7 December 2005, and this year focussed on the development of cultural enterprises and their contribution to socio-economic development and international relations. Taking place in the Middle East, the Forum's agenda was particularly concerned with the role of culture in counteracting negative images and stereotypes about the Arab and Muslim world. With this in mind, the Foreign Policy Centre (FPC), in association with the Middle East Centre for Culture and Development (MECCAD), organised a two-day programme of meetings and presentations (5-6 December) to explore 'nation-branding', and therefore the role that states, cities and regions can play in engaging culture in the task of international image building.