The role of international education on public diplomacy: the case of Kosovo International Summer Academy

Public diplomacy has served as a soft power mechanism, notably during the Cold War and post-9/11 eras, to build ties among nations through cultural and educational exchanges. International and non-formal education programs are used by states—especially small states with limited resources—to enhance their image and foster people-to-people connections. Kosovo, which declared independence in 2008, seeks to move beyond its war-torn image by leveraging such programs. This article examines the Kosovo International Summer Academy (KSA), a public diplomacy–oriented, cross-disciplinary, non-formal educational program on peacebuilding, diplomacy, leadership, and negotiations. The study evaluates: (1) KSA participants’ impressions and attitudes toward Kosovo before and after participation, and (2) their post-program engagement and relationship maintenance with Kosovo. Guided by Buhmann and Ingenhoff’s 4D model of country image (cognitive and affective components), the research explores whether KSA reinforces positive emotions and corrects mis/disinformation about Kosovo through direct exposure and interpersonal interaction.

International education programs are recognized as potent tools of public diplomacy and soft power that support foreign policy objectives by fostering mutual understanding, credibility, and long-term relationships (Nye, 2004; Gregory, 2011; Fitzpatrick, 2012). Governments and institutions deploy exchanges (e.g., Fulbright, Chevening, DAAD, Erasmus+) to cultivate global leaders and goodwill, a strategy particularly valuable for small states with limited diplomatic resources. Research indicates that inbound student mobility familiarizes participants with host-country culture, values, and systems, leading to favorable beliefs and attitudes (Ayhan et al., 2022). However, literature also notes mixed effects: the U-curve hypothesis suggests attitudes can decline with increased length of stay (Black & O’Bright, 2016; Chien, 2016), and students’ satisfaction influences intentions to stay or engage further (Istad et al., 2021). Overall, scholars call for further examination of benefits, limitations, and best practices for leveraging international education as public diplomacy, especially in contexts facing diplomatic challenges.

The study surveyed KSA alumni to assess non-formal education’s role in small-state public diplomacy using Kosovo as a case. Eligible respondents were participants from KSA editions 2015–2019, 2021, and 2022 (2020 canceled due to COVID-19; 2021 had limited enrollment). From 2015–2022, KSA hosted 552 participants (349 women, 203 men) from 82 countries/territories. The online survey (Google Forms) was open for 10 days (October 9–19, 2022) and yielded 171 responses from 55 countries/territories (30.97% response rate). The instrument contained 10 questions: demographics (gender, country) and seven multiple-choice items measuring perceptions and attitudes before, during, and after KSA. Key items included first-time visit status, willingness to return, pre-visit concerns (war/conflict, political situation, safety/security, lack of knowledge, or no concerns), and most significant impressions (e.g., people, history, hospitality, nature, food, language, nightlife). Non-parametric tests, bivariate analyses, and Pearson correlation analysis examined relationships among variables, treating select items as independent variables (e.g., concerns, impressions) for outcomes such as willingness to return and post-KSA engagement (research/work/other). The item on recommending Kosovo was not cross-analyzed due to a 99% positive rate.

• 89.5% of respondents visited Kosovo for the first time through KSA; 10.5% had visited previously.
• Willingness to return: 67.8% would love to go back to live or work if given the opportunity; 16.37% would hesitate; 15.78% do not consider Kosovo a possible destination (combined 32.1% hesitant/not considering).
• There was a significant negative (weak) correlation between being a first-time vs. repeat visitor and willingness to return (r = −0.168, p < 0.05).
• Pre-visit concerns and return intention: negative correlation between concern of not knowing the country and desire to return (r = −0.171, p < 0.05). Among those willing to return, 26% had no prior concerns; 23% were concerned about not knowing the country or about safety/security. Among hesitant respondents, safety/security was the most common concern.
• Most significant impressions during KSA: people (91%), history (83%), hospitality (77%); least impressionable: nightlife (39%), language (25%). A significant negative correlation was reported between willingness to return and being impressed by people (r = −0.291, p < 0.01) and hospitality (r = −0.220, p < 0.01).
• Perception shifts and engagement: Most respondents found Kosovo better than expected. Interest in post-KSA engagement was highest for scientific/academic work (e.g., articles, theses, dissertations), lower for internships and jobs. Even those who found Kosovo “just the same” expressed engagement interest.
• Concerns vs. initial opinions: significant correlations between pre-KSA opinions and concerns for political situation (r = −0.166, p < 0.01) and safety/security (r = 0.217, p < 0.01); as participants learned more, concerns diminished, indicating misalignment between prior information and on-the-ground reality.
• Prior visit status and expectations differed significantly (p = 0.035, p < 0.05).
• Recommendation: 99% would recommend others visit Kosovo.
• Post-program activity: despite positive perceptions, 42% did not engage in activities related to Kosovo after KSA.

Findings indicate that non-formal international education, exemplified by KSA, positively shifts international participants’ attitudes and perceptions toward Kosovo, supporting public diplomacy goals for small states. Direct exposure and people-to-people interactions are central in correcting misinformation and reducing concerns about political stability and safety. While perceptions improved and many expressed willingness to return and recommend Kosovo, relationship maintenance and concrete engagement were not universal; a substantial portion (42%) reported no post-KSA activities. This underscores that sustained ties require active facilitation by both alumni and host institutions. The Kosovo Center of Diplomacy’s alumni network and support mechanisms illustrate how host-country agency can foster ongoing academic and professional linkages. Overall, the results address the research questions by showing measurable attitudinal improvements and identifying factors (concerns, impressions, prior knowledge) associated with willingness to return and engagement, highlighting human connection as a key driver in public diplomacy outcomes.

The study demonstrates that international, non-formal education programs like KSA can improve the image of small states and positively influence international visitors’ perceptions and attitudes. KSA participants’ most salient impressions—people, history, and hospitality—validate people-to-people diplomacy as an effective strategy for shaping country image. Quantitatively, the research contributes multi-year primary data on perception change in the unique context of Kosovo’s post-conflict state- and peace-building trajectory. Policy-wise, integrating and scaling international education initiatives may help small states facing diplomatic and recognition challenges enhance their global profile. Future research should assess longer-term effects on perceptions and relationship maintenance, and incorporate additional qualitative methods (focus groups, interviews) to deepen understanding of mechanisms and sustainability of impact.

The study relies on a voluntary online survey with a 30.97% response rate, which may introduce nonresponse bias. Respondents could misunderstand items or provide socially desirable or inaccurate answers. The cross-sectional design limits assessment of long-term effects on perceptions and engagement. Some reported correlations include mixed directions in text and should be interpreted cautiously. The dataset is not publicly available (accessible upon request), limiting replication. The 2020 KSA edition was canceled due to COVID-19 and 2021 had limited participation, which may affect cohort comparability.