[ By Secretary of State Katherine Harris, David Host and Staff ]
The aftermath of the September 11 attacks displayed the psychological and economic importance of Florida's cultural institutions. While overall tourism declined, museums, cultural events and historic sites experienced record attendance as Floridians renewed their common bonds.
Less apparent upon initial observation but equally as critical to Florida's economic health is the vital role that cultural programs play in enabling our state to compete in the global economy. Unfortunately, the mainstream media solely fixates upon Florida's effort to increase trade, without providing adequate attention to the diplomatic, educational, cultural and humanitarian foundation that must support this endeavor.
 This unbalanced focus proceeds from a failure to distinguish between the two essential ingredients of a successful trade strategy, "direct" economic development and "indirect" economic development. "Direct" economic development attracts international businesses to Florida, markets Florida products abroad and assists Florida businesses in obtaining trade transactions. By contrast, "indirect" economic development creates and strengthens the personal ties and unique relationships that often serve as conditions precedent to business deals, while creating other unique opportunities.
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