Our approach to public diplomacy and international cultural relations
The European External Action Service (EEAS) relies on a coherent, strategic and transparent approach that aligns policy and communication. Together with the European Commission, the Council, the European Parliament, and Member States, we are coordinating our policy efforts, as no single actor can succeed alone. Building global partnerships is among our top priorities. The European Union remains firmly committed to promoting values, fostering mutual understanding, and building trust beyond its borders.
Introduction
Through strategic and cohesive Public Diplomacy (PD) which encompasses International Cultural Relations (ICR) as an essential pillar, the EU engages with global audiences to facilitate cooperation, forge alliances, and address shared challenges.
International Cultural Relations are a cornerstone of Public Diplomacy. While Public Diplomacy focuses on dialogue, trust-building, and shaping perceptions through sustained engagement, International Cultural Relations create the cultural, educational, and societal frameworks in which this dialogue can thrive. Indeed, International Cultural Relations enable inclusive exchanges with our partners, fostering networks and alliances, promoting cultural and artistic collaboration, and facilitating community building and co-creation processes that bring together artists, cultural professionals, and civil society. By promoting cultural exchange, mobility for artists and students, joint research, and co-creation initiatives, ICR offer tangible platforms that make PD more sustainable and effective in the long term. In turn, PD provides the strategic orientation that ensures these cultural initiatives contribute to broader diplomatic objectives, making cultural cooperation and people-to-people exchanges part of a coherent and mutually beneficial approach.
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CopyrightEuropean Union, 2025
Our approach
Our approach to Public Diplomacy matches with the EU Global Gateway strategy, which aims to promote sustainable and trusted connections among peoples. Building people-to-people relations within and between countries and continents is crucial to create longstanding partnerships based on shared values. Cultural relations play an important role in that process.
Furthermore, our actions advance the 'Team Europe' approach, which means joining forces between the EU and EU Member States by pooling our resources and expertise to deliver more effectively and with greater impact. For this purpose, we collaborate with the network of European Union National Institutes for Culture (EUNIC)
Our guiding principle is "One message, multiple voices." We ensure consistent messaging from EU institutions and Member States, using all available channels to broaden outreach and strengthen engagement with local communities. We work in coordination with the European Commission, the Service for Foreign Policy Instruments (FPI), the European Parliament, and other European institutions.
We invest in training EU Ambassadors and officials in Public Diplomacy and International Cultural Relations, in close cooperation with universities and experts. We also provide the EU delegations with tools that allow them to meaningfully engage with civil society and cultural sector on the ground.
The EEAS will continue to strengthen its participation in major international and regional cultural events. Capacity building and people-to-people exchanges will also be key. We will further develop synergies with academia, scientific cooperation, the private sector, and philanthropy to broaden the reach and sustainability of our projects. Closer collaboration with Member States will continue to be essential to amplify our efforts and present a united, credible voice on the global stage.
Legal and institutional framework
Culture has an important place in the EU’s external action global approach. Our action is guided by the EU Strategy for International Cultural Relations, the Council Conclusions on EU Approach to Cultural Heritage in conflicts and crises, and the Council resolution on the EU Work Plan for Culture 2023-2026 and based on three main axes:
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Supporting culture as an engine for sustainable social and economic development
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Promoting culture and intercultural dialogue for peaceful inter-community relations
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Reinforcing cooperation on cultural heritage
The New European Consensus on Development, the New Agenda for Culture, the European Framework of Action on Cultural Heritage, and the EU Council Resolution on the Cultural Dimension of Sustainable Development develop this approach further.
The people-to-people dimension is a core element of the EU’s engagement with partner countries. Culture plays a central role in this context by acting as a bridge between communities, fostering mutual understanding, trust, and long-term cooperation.
The external dimension has a central role in the Cultural Compass for Europe, adopted on 12 November 2025. This Compass sets a strategic EU vision that places culture at the heart of identity, development, and international influence, guiding future action through four directions: safeguarding cultural rights and values, empowering cultural actors, strengthening competitiveness and resilience, and advancing international cultural relations. It recognises also the strategic role of the High Representative/Vice-President (HR/VP) in advancing culture as a tool of EU foreign policy and trust-building. EU Delegations, operating under the HR/VP’s political authority, are identified as key engines of international cultural partnerships, translating institutional priorities into concrete action on the ground.
Within this broader framework, the Pact for the Mediterranean introduces a renewed political architecture to reinforce cooperation between Europe and Mediterranean partners. Culture is recognised as an essential component for strengthening Euro-Mediterranean dialogue, enhancing societal resilience, promoting inclusive development models, and contributing to stability.
