Promoting cultural diversity in Buenos Aires throughcolectividades: The case of Buenos Aires Celebra

Abstract

Rising unemployment, poverty, and xenophobic discourse in politics and the media led the Buenos Aires City Government to distance itself from Argentine migration policies that have historically favored Europeans. This article discusses how the Buenos Aires City Government has recreated intercultural policies and cultural tourism entrepreneurism that recognizes and emphasizes cultural diversity and pluralism under the framework of human rights. It shows how since 2009, the city government under former President Mauricio Macri has applied the rhetoric of "pluralism" to establish the business of colectividad with the year-long festival, Buenos Aires Celebra. This intercultural branding program pays tribute to more than 50 colectividades in Argentina, increasing the visibility of non-European communities. Various stakeholders take part in the Buenos Aires Celebra series, which projects an image of inclusivity and diversity. Meanwhile, at a state level, the city government with its minimal financial input benefits economically and politically.