Diplomatic activities extend beyond negotiating at meetings, attending sessions, and signing agreements. Diplomats represent their state through their behaviour even beyond working hours at the embassy. For this reason, this programme primarily aims at providing foreign service staff with the knowledge and skills that are necessary for them to effectively represent their country outside of direct job-related functions. Furthermore, it may be useful for more experienced diplomats and other leaders who are interested in improving their intercultural hospitality and formal etiquette skills taught by specialists in culture & society, food and culture, and dining etiquette.

The service-oriented 'new diplomat' can communicate with a wide range of state and non-state actors; is open-minded, flexible, and demonstrates natural authority by creating an atmosphere of comfort and trust. Hospitality skills lie at the centre of this approach.

This programme goes beyond traditional training of direct profession-related skills while at the same time addressing aspects of the diplomat’s activities, such as attending formal dinners, offering, presenting, and receiving gifts under different cultural requirements, appreciating cultural and religious etiquette during social events, and hosting important guests.