The Japanese side of the sister city relationship with my hometown cares a huge, huge deal about the program.
This is in part because it is not a huge city, like Hiroshima, Tokyo or Osaka. It is a town of about 40,000 people in Hyogo.
Also, the program has been running some 40 years with exchanges almost every year. In Japan, the longer something runs, the more respect it gets.
City hall (in Japan) has a department where part of their job is to worry and work on the sister city program. They have a budget, planning meetings, and do a lot of footwork to make the thing a success.
However, on the American side, it is all a volunteer basis. We get no funds from city hall, we get no support from any official organization and the only reason it works is because people are willing to spend a lot of their own money. However, the community loves to see the exchanges happen. The newspaper comes to the events, we get rave reviews from business leaders about improving the community - but when it comes time to ask for money we meet a lot of closed doors.
But this is a grassroots thing. No business deals involved, only meeting people on a personal level and doing the whole internationalization dance.
I would say it is the American side in our sister city relationship that doesn't give a darn. The ones who do work really, really hard to keep it afloat.