Michael Reiterer

Senior Advisor, Asia & Pacific Department, European External Action Service

Michael Reiterer (c)Maarten van Haaff/More Europe

Born 1954 in Innsbruck, Austria, Michael Reiterer became Senior Advisor, Asia and Pacific Department, European External Action Service (EEAS), Brussels in 2012.

Before that he was  EU-Ambassador to Switzerland and the Principality of Liechtenstein, Bern, between 2007-2011.
2002-2006: Minister, Deputy Head of the Delegation of the European Commission to Japan.
1998-2002 - ASEM Counselor, Department for External Relations, European Commission.
1997-1998: Minister Counselor, Permanent Representation of Austria to the European Union, Brussels.
1992-1997: Deputy Director General, Department for European Integration and Trade Policy, Austrian Federal Economic Chamber, Vienna.
1996-1997: Co-chair/trade of the Joint Session of the trade and environment experts, OECD, Paris.
1990-1992: Counselor, Austrian Permanent Representation to the GATT, Geneva.
He has also been negotiator at GATT Uruguay Round, on behalf of the Austrian Federal Economic Chamber, in Vienna, Deputy Austrian Trade Commissioner for Japan, Tokyo (1985-1988) as well as for Western Africa, Abidjan, Côte d’Ivoire (1982-1985).

M. Reiterer has been an Adjunct professor for international politics, University of Innsbruck (venia docendi) since 2005. He holds a Diploma in international relations, Graduate Institute for International Studies, Geneva and a Diploma in international relations, Johns Hopkins University – School for Advanced International Studies, Bologna Center. He defended his Doctorate in law in 1978 at the University of Innsbruck, Austria.

I would think about 3 different levels in cultural diplomacy. First of all, diplomats have to work on frameworks to make sure that you can travel as an artist, get a visa, there is no censorship. Secondly, culture is a tool to work on cultural diplomacy, and I think we made a lot of mistakes in the past. After 1989, we, collectively, did not pay enough attention to promote Western values (…). Finally, culture is important in diplomacy (…) because sometimes you do not know how to communicate, so there is art.

They - the rest of the world - think Europe is a sort of economic entity. Therefore we have to become political, we have to become more cultural. Because I do not want to sell Europe as an import-export club.