Representatives of PAP/RAC of UNEP/MAP will be visiting Cagliari, Sardinia, to appoint Mr. Soru, President of Sardinia Region, Ambassador for the Coast. With the recent initiatives in the domain of coastal management, Sardinia Region provided a good example to follow also in other parts of the Mediterranean. In addition, Sardinia Region is the first European region that decided to join the celebration of the Coast Day. PAP/RAC hopes that this initiative, launched in the framework of the SMAP III project funded by EU, will also spread into other coastal countries and live on in the years to come. Rising awareness of the value of the coast, as the key objective of the Coast Day, is a critical step for the creation and enhancement of the political will, which is expected to yield necessary changes towards sustainable coastal development.