Through a new initiative called “Say JA to Germany”, three business schools – ESMT Berlin, Mannheim Business School, and WHU – Otto Beisheim School of Management – have come together to highlight the benefits of studying in Germany for international students.

In recent years, there has been a shift in the messaging of certain countries when it comes to international students. Under the Trump administration, new student visa interviews were temporarily suspended in May 2025, with increased social media and applicant vetting. And in 2024, the Dutch government proposed legislation to reduce the number of international students.

The political landscape across Europe is complex. In a YouGov poll from earlier this year, of seven Western European countries, a large proportion of respondents felt immigration was too high and had a negative effect on the country. This might send a message to international students that they may not be welcome in a certain country, deterring them from applying for higher education. In fact, in the GMAC Prospective Students Survey 2025, despite the US and Western Europe remaining top study destinations, students from India and China were found to increasingly be considering programmes at home.

So in the face of political and social changes around the world, “Say JA to Germany” aims to strengthen international interest in studying and researching in Germany, ensuring applicants know that the country stands for stability, democracy and intellectual openness, and view it as a welcoming destination.

Joachim Lutz, Dean and President of Mannheim Business School, says, “With this alliance, we are sending a clear signal: Germany is an excellent home for international students, as we stand for the highest quality, openness to the world, and outstanding opportunities beyond higher education. We warmly welcome them!”

“As universities, we bear a special responsibility to create spaces where critical thinking, academic integrity, and intercultural exchange are not only possible but explicitly desired and encouraged,” explains Christian Andres, Dean of WHU – Otto Beisheim School of Management. “In times of global uncertainty, this is truer than ever. That is why our joint initiative, in which we highlight Germany’s strengths as a study and research destination, is so important.”

Through coordinated external communications, the schools are involved in joint PR and guest contributions to national and international media, a coordinated social media campaign featuring testimonials from alumni, students, and faculty, as well as joint appearances at international education fairs.

“Germany convinces international students with excellent teaching, English-language programmes, and clear career perspectives,” says Jörg Rocholl, President of ESMT Berlin. “Attractive framework conditions make Germany particularly appealing for those who encounter uncertainties elsewhere.”

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