Beyond facilitating student mobility, is DAAD a key player in Germany’s public diplomacy efforts to cultivate international influence?
As global power comes to rely more and more on influence over force, educational exchange has become a vital instrument of international relations. Germany, through its German Academic Exchange Service (DAAD), has emerged as a leader in this field, utilizing education not just to transfer knowledge but also to influence perceptions, establish trust, and create long-term diplomatic relationships.
Germany’s international diplomacy has traditionally focused on economic partnerships and political discourse, but with rising global complexities, the role of soft power has become crucial. The DAAD’s scholarship programs, research stays, and university exchanges are more than cultural activities; they are investments. They create a community of global alumni who come back to their own countries with an understanding of the complexities of German culture and values. In areas such as Africa, Southeast Asia, and Latin America, where resources for education are scarce, DAAD programs not only empowered people but also paved the way for sustainable diplomatic ties.
Even with these achievements, educational diplomacy through the DAAD is still somewhat isolated from Germany’s overall foreign policy agenda. Far too often, these programs are viewed as discrete initiatives and not as integrated instruments of diplomacy. By not fully integrating DAAD into its strategic diplomatic planning, Germany loses the ability to shape policy, drive innovation, and establish trust in critical regions.
To harness the full potential of the DAAD, Germany needs to approach it more holistically. Educational diplomacy needs to be integrated into its foreign policy strategy, with DAAD programs tailored to advance higher-level geopolitical interests. For example, exchanges might concentrate on immediate global issues such as climate change, public health, and digital innovation—sectors where Germany already has strength. This would enable Germany not only to provide expertise but also to establish strategic partnerships on the basis of mutual global interests. In addition, Germany should broaden its DAAD programs to encompass more than scholarships. Combined research programs, industry-academic partnerships, and two-way exchange between German researchers and students can facilitate a deeper, more mutually understanding relationship. Involving civil society and local institutions from partner countries can also ensure exchanges that meet local needs and encourage long-term, grassroots relationships.
As the digital environment redefines global communication, German public diplomacy must evolve as well. With more than 60% of the global population being under the age of 30, youth—networked, educated, and internationally oriented—are at the center of diplomacy’s future. DAAD needs to invest in online platforms to address youth audiences via exchanges, virtual classrooms, and social media presence. Alumni storytelling through digital media can enhance the human touch of DAAD activities and make German educational diplomacy more relatable and inspiring.
Equally important is the long-term character of educational diplomacy. As opposed to customary diplomacy, which concentrates on temporary negotiations, educational exchange establishes relationships that extend well into the future. DAAD alumni are unofficial ambassadors for Germany, promoting sustained cooperation in business, education, and government. Investing in the alumni is key. Germany must develop an international community of ex-DAAD scholars that remains networked and active through conferences, joint research, and mentorship programs. Germany must also focus more on underrepresented areas, including Sub-Saharan Africa and the Middle East, which are crucial to future global stability. Expanding educational opportunities to these areas not only furthers development objectives but also increases Germany’s influence in regions where diplomatic action is desperately required.
A New Narrative: Education at the Heart of Germany’s Global Influence
It’s time for Germany to rethink its approach to the world. As old-fashioned diplomacy starts to reveal its shortcomings in addressing long-term global issues, we require a new story, one that puts education at the forefront of Germany’s foreign policy, not on the periphery. I think the DAAD isn’t merely an educational institution; it’s among Germany’s strongest tools for establishing influence, trust, and collaboration. If we approach educational exchange as a strategic initiative rather than a cultural nicety, we open ourselves up to immense potential to define Germany’s public image abroad, increase our global partnerships, and invest in a future of common values.
To achieve this, Germany needs to put DAAD at the center of its foreign policy thinking. We require programs that not only finance mobility but also address global agendas like climate change, technology, healthcare, and digital innovation and convince people to co-create solutions. And we must acknowledge the potential of digital engagement, particularly in reaching youth, who are not only future leaders but present changemakers. Above all, we have to treat DAAD alumni differently than old pupils. They are long-term allies, proponents, and cross-cultural bridges between Germany and the world. If we invest in this global network and increase our engagement in underrepresented parts of the world, Germany can set a good example, not through power moves or words, but through education and genuine exchange.
This is the sort of diplomacy that endures, not flashy but profoundly powerful. If Germany seizes this vision, it will not merely fortify its soft power; it will redefine what power in the 21st century looks like. Education is not an afterthought in diplomacy. It is the story.
