Estonia's Honorary Consul: Each President Has Made the Country Heard in a Different Way

Jaak Treiman, who has served as Estonia's honorary consul for 40 years, has assessed how the country's presidents have built its international image since independence was restored. In an opinion piece published by Estonian World, he compares the approaches of five heads of state. The article comes as Ülle Madise takes up the presidency, having taken the oath before the Estonian parliament on 12 October 2026. The author notes that for a nation of 1.3 million people, the president's principal duties lie in the international arena.

Five different approaches

Treiman describes Lennart Meri as charismatic. On one visit to California, around 20 senior Boeing executives waited nearly four hours for him, yet within ten minutes he had captivated the room. Arnold Rüütel, by contrast, was constrained by language: he spoke only Estonian and Russian, relied on interpreters abroad, and at Stanford University struggled to give cogent answers to audience questions.

Toomas Hendrik Ilves, raised in the United States and a former Radio Free Europe employee, made his mark with ideas. His image of Estonia as "The Little Engine That Could" and his promotion of the country's digital identity still benefit Estonia. Kersti Kaljulaid's forthright, reasoned style drew attention: her appearance at the University of Southern California filled the auditorium, and dozens of people were turned away.

Alar Karis has worked more quietly, but with tangible results. After he gave a speech in Switzerland praising Estonia's digital advances, the chief executive of a prominent California non-profit organisation travelled to Estonia to learn more.

Conclusion

Treiman concludes that there is no single formula: charisma, ideas, candour or quiet expertise can each open doors. For a small country, he writes, visibility is a matter of survival. Madise, he says, need not imitate her predecessors but can develop an authentic international voice of her own, explaining why Estonia's experience matters and building lasting relationships.