Soft Power and International Higher Education: The Role of Higher Education in Promoting Cultural Understanding and National Identity

This chapter delves into the significance of international higher education as a tool for soft power and nation branding, focusing on the promotion of cultural understanding and national identity. It argues that higher education institutions play a crucial role in developing a country’s global soft power influence and advancing its national interests. By investing in intercultural dialogue and education, countries can foster an inclusive, peaceful, and harmonized society, thereby enhancing their soft power. The chapter highlights the importance of education in shaping soft power by creating a positive image of a country and its culture. Through the promotion of intercultural dialogue and education, nations can demonstrate their diversity, foster tolerance, and encourage understanding between cultures. This positive portrayal enhances a country’s image and amplifies its soft power influence. Examining the case of Morocco, the chapter explores how soft power and cultural diplomacy have been employed to promote Moroccan culture and image internationally. By creating student ambassadors, Morocco leverages soft power and cultural diplomacy to showcase its heritage and values to a global audience. Furthermore, the chapter emphasizes the role of a tech-savvy university. In an increasingly digital landscape, universities must enhance their online presence to engage international audiences and attract quality students, faculty, and researchers. A strong online presence allows universities to showcase their programs, facilities, and achievements, thus appealing to prospective students worldwide.