The data comes from the JAOS Research Institute and is based on a survey in 2025 of 41 of its members. Unlike data from Japan Student Services Organization (JASSO) and the Japanese government (MEXT), which focuses primarily on degree-seeking and/or exchange students, JAOS’s survey broadens the focus to include working professionals and K-12 students. In doing so, it rounds out the JASSO and MEXT numbers for a comprehensive understanding of Japanese student mobility.

The government target for outbound mobility is to have 500,000 Japanese students studying abroad by 2033. There has been progress towards this goal, and group-based educational travel – versus individual travel – is the main reason for this.

Group travel is on the rise, individual outbound is down

Collectively, the 41 service providers surveyed sent 168,930 students abroad in 2025, of whom 138,420 went for “Overseas Educational Travel” (e.g., group tours and study trips). The remainder (30,510) opted for going abroad on their own to study in a language school, participate in a working holiday, or pursue a degree.

Two trends emerged in 2025: educational travel is becoming a more popular option in Japan (82% of the market), while significantly fewer students are going abroad for individual studies (-43.5% in 2025 compared with 2024).

This decline, says JAOS, is largely due to two reasons:

• Students no longer have to study abroad to learn English. This has turned into an option rather than a need because the International Baccalaureate (IB) as well as Cambridge International programmes are now widely available in Japanese schools.

• Dual diploma programmes and foundation courses are now common in the country, and so students can prepare for foreign degrees at home before travelling abroad.

JAOS notes: “These options have turned study abroad into a diverse path rather than a simple binary choice of ‘going or staying.’

A younger crowd

Students from junior high schools, high schools, and local governments made up 85% of the education travel segment for JAOS member schools in 2025, with the remainder from universities and vocational schools.

Top destinations overall

Australia is the favoured destination, followed by Taiwan and the US (Chart 1). Significant numbers of students also travel to Singapore, the UK, Canada, the Philippines, New Zealand, South Korea, and Malaysia.

Of Australia’s draw, JAOS says:

“Australia’s popularity is attributed to the widespread availability of Japanese language education and a school calendar that aligns well with Japanese travel seasons. It is also viewed as a stable and safe English-speaking alternative to the USA amidst policy uncertainties and safety concerns.”

The survey also found rising interest in Asian destinations including Taiwan, Singapore, Philippines, and Malaysia. Reasons for this, says JAOS, include “proximity, lower costs, and the availability of English-taught programmes at international branch campuses.” The association adds that students are aware of tightened international student policies in Canada and Australia and of the anti-immigration rhetoric of the current US administration. These conditions are also propelling Asia’s rise in popularity among Japanese students.

Destination preferences across different market segments

For educational travel, there are distinct preferences depending on students’ age (Chart 2). Among younger students – a much larger sample segment than university/vocational students – Taiwan and Australia are where the largest numbers study. University and vocational students are more spread out across destinations for educational travel, with Australia, the UK, and US in the top three positions

As for Japanese students going abroad on their own (Chart 3), most are language students (65%) who enrol in programmes of under three months. The next-largest segment (16%) is also language-focused, but for studies lasting for longer than three months. Just under 9% are high-school students.

New Zealand is the main draw for junior high and high-school students participating in private or exchange programmes rather than language-specific programmes, commanding 54.5% of this niche market. Canada and Australia round out the top three, and JAOS says all three countries have good reputations for providing strong student supports – which is of course very important for younger students.

Other factors influencing Japanese student mobility

Affordability is ever-more a concern in Japan. The yen has been weak against the US dollar for months, making travel to many destinations more expensive. And, as in Europe, Japan is facing inflationary pressures due to the US–Israel/Iran war and its effect on oil supply and prices. Costs are rising, household purchasing power is eroding, and consumer confidence is fragile. More affordable Asian and EU destinations are increasingly appealing in this context.

Students also have more reason than ever to remain in Japan for university studies. Japan has an exceptionally low youth unemployment rate (3.9% in 2025), thanks in large part to its rapidly ageing population. This demographic shift is the main reason that young Japanese have excellent job prospects right out of university, in contrast to recent graduates in many other countries. There are widespread skills shortages across the Japanese economy, creating a strong position for young Japanese graduates to not only to land a desirable job, but also to negotiate salaries and positions.

Despite these trends, there is enduring motivation for Japanese students to go abroad both for English-language and degree studies. Speaking with the last year, Tatsuhiko Hoshino, an international relations officer at (JAOS) said:

“Many Japanese people feel both admiration and a sense of inferiority when it comes to acquiring English proficiency. They keenly recognize that studying English domestically does not sufficiently build their language skills, and as a result, they are strongly motivated to improve their English through studying abroad.”

This suggests that if Japanese students have the option of study abroad for English in particular, they prefer this to study at home. But price sensitivity is increasing due to foreign currency issues and the conflict in the Middle East. Understanding which prospects have become more influenced by the costs of studying and living abroad will be key to remaining competitive in Japan.

For additional background, please see:

• “Japan surpassed its foreign enrolment target of 400,000 in 2025”
• “Japanese outbound numbers reached 90% of pre-pandemic levels in 2024”

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The survey gathered responses from 211 international buyers and agents responsible for organising youth group travel to the UK, including school groups, educational tours, and language programmes. Just over half (54%) of the responding buyers and agents were located in Europe, with the balance based in non-European “long-haul markets.”

Half of the respondents reported that demand for group travel to the UK is weaker than in 2025, with a similar proportion (56%) indicating that the UK is now harder to sell than in the past. Nearly four in ten (37%) expect bookings to decline in 2026 with only 12% reporting stronger demand relative to 2025.

“While demand has not disappeared,” BETA adds, “the data suggests that conversion is being constrained by a combination of cost pressures and access barriers.”

The respondents referred to rising accommodation, transport, and programme fees in particular, alongside less favourable exchange rates against the British pound. They noted as well the increased administrative burden for schools and group travel organisers, particularly the friction introduced by requirements for visas, electronic travel authorisations (ETAs), and passports in the post-Brexit marketplace.

“Teachers are filling in tons of lists and doing too much paperwork,” said one respondent. “Organising school trips is becoming more time-consuming and complex than it needs to be,” added another.

At the same time, competition is increasing from other destinations in Europe where, in the words of one survey participant, “EU competitors are much cheaper with less strict entry requirements. Another said: “We are losing groups to destinations that are easier to access and more affordable.”

Finally, the survey observed an apparent impact from world events. As BETA explains, “Among responses received before late February, 45% reported weaker demand for 2026. This rose to 55% among those responding after the escalation of geopolitical tensions, indicating a clear impact on confidence and booking behaviour.”

The survey results also point to levers that would boost the UK’s attractiveness for international youth travel: greater price certainty or improved affordability for group bookings and especially streamlined visa and entry processes and a reduced administrative burden generally.

“What this data shows very clearly is that demand for the UK is still there, but it is becoming harder to convert that demand into bookings,” said BETA Executive Director Emma English. “International partners are telling us they are facing increasing challenges around cost, complexity and confidence.”

“This is a highly organised, group-based market, and small changes in policy or process can have a significant impact on whether a trip goes ahead or not. If we want to remain competitive internationally, we need to ensure the UK is as accessible, affordable and easy to navigate as possible for schools, students and the organisations that support them.”

The significance of that outlook is underscored by ongoing reporting from English UK, which makes it very clear that youth group travel plays a significant role in the ELT sector.

In the most recent full-year reporting (2024), junior students accounted for 62% of English language course enrolments in the UK, and 33% of all student weeks.

For additional background, please see:

• “UK ELT reports challenging enrolment trends continued through last quarter of 2025“
• “Economic impact of UK ELT estimated at nearly £2 billion“
• “UK ELT reports a decline in student weeks for 2024“

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But agent use is rare in the ascending study abroad destination of Japan. The number of international students in the country increased by to 435,200 in 2025, up +8.2% over 2024. The jump was driven by a record number of student commencements, and it means that Japan has already surpassed its target of 400,000 international enrolments by 2033.

This growth inspired ���Ϲ��� to participate in a study on Global Agency Perspectives on Japan. ���Ϲ���’s Martijn van de Veen and Megumi Kawai co-authored the study with Shigetoshi Akamatsu, International Officer at Waseda University, and with Dr Hiroshi Ota, Professor at Hitotsubashi University as a senior advisor. The team gathered survey responses from more than 300 agencies from 68 countries through the first quarter of 2026 and found that 79% of responding agencies have never formally partnered with a Japanese university.

Unlike in the Big Four, there is a murkier understanding in Japan of what agents are and what they can do. Agents are often seen as “brokers” responsible for transactions rather than services – an understanding that would apply to a mere fraction of agents worldwide.

Dr Hiroshi Ota offers an important correction on this point:

“There is a persistent misconception in Japan that agencies are merely ‘brokers.’ In reality, professional, accredited agencies act as highly experienced education consultants that are essential for sustainable growth.”

An “indispensable” asset

A found that 92% of more than 500 colleges and universities surveyed across North America, Australia, and the UK consider agents “indispensable for recruiting international students.”

The Global Agency Perspectives on Japan survey illuminates why this is the case. Of the agents surveyed:

• 97% manage application and admission support;
• 95% provide students with initial counseling and career guidance;
• 92% handle visa and pre-departure briefings (one of the most complex hurdles for students entering Japan);
• 90% actively promote their partner schools and institutions on social media;
• 70% represent their universities at international student fairs.

These are all crucial components of moving prospective international students from awareness to enrolment.

Agents want to work with Japanese partners

The Global Agency Perspectives on Japan survey found great interest among agents to work with Japanese universities (a score of 4.4 out of a possible 5 for “very high” interest).

For Japanese higher education institutions, this strong demand on the part of agents provides potential access to an immediate global footprint that would otherwise take years to build.

When asked what they thought were main barriers that could prevent students from considering study in Japan, the consensus was lack of awareness about what Japan offers. Three-quarters (75%) cited “lack of awareness/brand recognition of Japanese universities,” and the same proportion cited a “perception that programmes are not taught in English.” More than half (52%) pointed to “lack of information and marketing materials from universities.” These three reasons were much more frequently mentioned than other concerns that are less solvable, such as competitiveness from other destinations (38%), limited post-study work opportunities (31%), and difficult visa procedures (29%).

Said one respondent, “The main reason [for not working with Japanese partners] is that we didn’t have enough information about Japanese universities, particularly the selection process for African students.”

“Our focus has previously been on other destination markets, and we are now preparing to expand into Japan,” said another.

Responding agents were also quick to point out Japan’s strengths as a study destination, noting especially Japan’s reputation for technology innovation, the quality of Japanese education, career opportunities for foreign graduates, and the relative affordability of study in Japan.

As one respondent said, “Japan’s biggest advantage isn’t just culture or technology – it’s that Japanese education is directly linked to real job opportunities in high-growth industries.” Another agent added that, “Japan’s single greatest selling point is its unmatched combination of world-class technology and engineering education and extremely affordable study and living costs compared to other top destinations.”

Why Japan is expanding and diversifying its international enrolment

While Japan’s aging population is a significant concern, the crisis facing higher education is even more acute: the number of 18-year-olds has already halved from its 1991 peak of 2.07 million to just 1.06 million in 2024.

With this demographic projected to fall to 0.88 million by 2040, Japan must attract international talent at an unprecedented scale – not just to fill classrooms, but to create a pipeline of skilled graduates who can join the local workforce and support the government’s broader economic goals.

Currently, Japanese universities are heavily reliant on China, Nepal, Vietnam, South Korea, and Myanmar. These five countries contribute nearly 80% of Japan’s international student body. To diversify beyond these markets and to attract top researchers from advanced economies, Japan needs prospective students to understand that there are:

• Many English-taught programmes offered by leading Japanese universities;
• Newly improved Japanese-language supports for foreign students and workers to better integrate them into society and the economy.

This is especially urgent given the increasingly competitive marketplace for international student recruitment and as Japan is now working hard to attract the world’s best students, alongside other top Asian competitors such as China, Malaysia, and South Korea.

For additional background, please see:

• “Japan surpassed its foreign enrolment target of 400,000 in 2025”
• “From the Big Four to the Big Fourteen“
• “Canada and the US are losing international student enrolments to Europe and Asia“
• “Asia ‘consolidating as the leading destination region’ for international students“

The post Study finds strong agent interest in partnering with Japanese universities appeared first on ���Ϲ��� Monitor - Market intelligence for international student recruitment.

The survey, conducted between April and September 2025, collected responses from 1,225 agents across 113 countries.

Students continue to look into alternative destinations

Students’ interest in destinations outside the “Big Four” continues to grow. Australia, Canada, the UK, and the US remain the most popular, but they are losing share of students’ interest. More than half of agents reported declining interest in Canada, and just under half said the same about the US. As you can see in the chart below, demand fell the most severely for the US between 2024 and 2025.

By contrast, agents reported increased interest for several other countries including Spain, Germany, Malaysia, China, and Japan.

Employment opportunities heighten interest

Study abroad is a major financial investment, and as such, families look carefully at the relative return on investment that different destinations, institutions, and programmes offer students as a result of:

• Prestigious degrees;
• In-demand skills;
• In-study work placements/co-op opportunities;
• Post-study work rights and pathways.

In essence, these are the benefits that can offset or surpass the cost of study in given destinations, highlighting the deep connection between a destination or institution’s attractiveness and its work opportunities.

The Agent Voice survey confirms that work rights are a major influence on decision-making about study abroad. On a scale of 0 to 10, where 0 signified “not important” and 10 signified “crucial,” the average across agent responses was 7.56.

This bodes well for those destinations that provide clear and generous pathways to employment. The survey report notes:

“Several destinations have moved aggressively to promote their own in-study and post-study work options. New Zealand and a number of European countries have expanded or more effectively highlighted the support they offer to international students seeking work experience. As confidence in the “Big Four” becomes more fragile, these clearer and more predictable employment pathways strengthen the competitive position of emerging destinations.”

On that point, policies on international students working during and after study have become more confusing and/or restrictive in the UK and US over the past year. For example:

• The UK government announced it will reduce the Graduate Route to 18 months at the undergraduate and master’s levels beginning in 2027, and it is also actively considering whether to include the increasingly popular research master’s category in its Dependants Ban.

• In the US, the Trump administration has been scrutinising the H-1B pathway to employment for international graduates and increasing its ability to who protest the war in Gaza.

The role of agents

This year’s Agent Voice findings underline the depth of support provided by reputable agents. Fifty-three percent of respondents support students during their studies, and 49% provide post-study assistance. Agents also offer substantial career guidance, with 61% advising students before enrolment and 49% continuing this support after graduation.

For additional background, please see:

• “The next era of international education: Trust, transparency, and a focus on quality“
• “Search and enrolment data foreshadows international enrolment trends for 2026”
• “What students want: The top decision factors for study abroad“

The post Global agent survey highlights the most important factors influencing study abroad decisions appeared first on ���Ϲ��� Monitor - Market intelligence for international student recruitment.

Building on those earlier findings, the 2025 survey gathers responses from 155 US universities and 64 education agents in order to provide an updated view on the motivations, methods, opportunities and challenges facing US educators and their partners in international recruitment for the United States.

How and why?

For a strong majority of responding institutions (82%), international student recruitment is carried out by staff in the admissions office (44%), as part of a global education unit (26%), or via a stand-alone department (12%). Only 14% indicated that recruitment is distributed across multiple offices throughout the university.

In terms of motivation for building international enrolment, and in contrast to the 2023 survey findings, “Overall financial well-being of the institution” was the most-cited factor this year. While hardly unique to the US, this may reflect a growing concern around the financial stability of higher education institutions in the United States.

“This is a major shift compared to two years ago, when financial reasons were only the fourth most important reason,” notes the report. “Although diversifying the student body dropped from the first place to second, it remains an important aspect of student recruitment and experience.”

Channels to market

Nearly nine out of ten responding universities (87%) said that they use digital marketing channels to reach international students. In broad terms, this makes digital the most widely used recruitment channel among respondents.

The following chart provides a more detailed breakdown of other key channels, with a further breakdown in each case to indicate the extent to which responding institutions reported managing each channel in-house, via a third party, or a combination of the two.

“In-person and virtual recruitment events are gaining traction, with 82% of institutions confirming their investment in these channels,” adds the report. “Post-application student conversion support has become [another] important recruitment channel, with 80% of institutions dedicating resources to this approach.”

Most are working with agents

The 2025 survey makes to clear as well that the US universities’ engagement with education agents has expanded considerably over the past decade, with three out of four American institutions now actively working with agents.

The report explains: “Partnering with education agencies is increasingly popular among institutions. A 2016 study by BONARD revealed that 37% of US institutions engaged with education agencies. This figure rose to 63% in 2022 and has now reached 75% in 2024, proving the increasing importance of this recruitment channel in higher education.” Further, nearly half of responding universities (47%) report working with 20 or more agencies.

The major factors cited by institutions when selecting or evaluating an agency partner include the agent’s country of operation, positive references from other universities, the quality of referred students, agency certification/accreditation, the number of students placed in the US, and the number of existing partners in the United States.

For their part, responding agencies put the emphasis on academic programme offerings, tuition and fees, institutional rankings, and responsiveness when vetting an institutional partner in the US. Agents also highlighted the factors outlined in the chart below – notably stability and commitment of the partner institution – as key aspects of an effective, long-term working relationship with a US institution.

The survey report confirms that, “More than half of educational agencies use a traditional, face-to-face model [for recruitment]; they provide a wide range of support services to students and to institutions; cost and visa issuance remain one of the most significant challenges to agencies [in recruiting to the US]; they focus on what they believe is best for students, including academic offerings, cost and institution rankings; and agencies and institutions differ in compensation model preferences.”

A more diverse recruitment

With enrolments slowing from traditionally strong sending markets, notably China, South Korea, and Saudi Arabia, responding universities say that they are increasingly focused on developing new or emerging student markets. “Sixty-two percent of institutions are targeting emerging markets such as Bangladesh, Pakistan, and Ghana,” highlights the report. “Additionally, 59% are expanding their recruitment and partnership networks to diversify their global outreach.”

Institutions noted “visa difficulties” (referring both to processing delays and rising rejection rates) as their most significant recruitment challenge, followed by “access to additional budget”, and “cost of education in the US.”

For additional background, please see:

• “Nearly two-thirds of US colleges now working with agents“
• “Real-time insights on shifting international student interest in the US“
• “New whitepaper urges US institutions to diversify foreign enrolment“

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After more than a year under foreign enrolment caps, frequent changes in policy settings, and falling approval rates for study permit applications, eight in ten (79%) respondents said that the newly elected federal government’s approach to international students, under Prime Minister Mark Carney, would be key to restoring Canada’s appeal to international students.

When asked what factors in the market would make students more likely to reconsider Canada, IDP counsellors cited the following.

“I think that we have all seen the tremendous decline in approvals of study permits,” said Ms Castellanos. “So you can imagine how students are not really trusting our system.”

Immigration, Refugees and Citizenship Canada’s (IRCC) full-year data for 2024 reveals that only 45% of study permit applications were approved during the year. Put another way, more than half of all applicants were rejected. This compares to an approval rate of closer to 62% of all study permit applications in 2023.

The point being made in the IDP findings is that, in order to restore confidence in study permit processing, the process has to be clearer and with more transparent requirements so that students, parents, and counsellors can better understand how a study permit application will be evaluated. More importantly, if students feel that their applications will be evaluated in a fair and transparent manner and they have a reasonable chance of success, they will be more likely to apply.

If the approval rate for study permits were to return to more historical norms, Ms Castellanos adds, “That will ignite the likelihood of students to be again attracted to Canada. But a lot of students are fearful of applying [at the moment]. And then when they get a rejection, the rejection letter [offers few details why].”

Travelling for education or immigration?

“Canada is increasingly seen more as a pathway to immigration than a destination for education,” said Ms Castellanos. “And I think that is a concern. I think this is a signal for all of us in the sector to work together to shift the message to refocus on highlighting Canada’s high-quality education.”

When asked what they would like to from Canadian institutions and governments to rebuild student confidence in Canada, IDP counsellors and country managers focused on a number of key points.

• The need to rebuild trust in international student markets with transparent and stable policies and visa processing. “It is frustrating to see students with flawless backgrounds get denied,” said one IDP country manager.

• The importance of competing on long-term value, including especially the quality of education and work opportunities for students during and after study. This point recognises that students go abroad for education but, increasingly, their choices are guided by expectations around outcomes after graduation and overall return on investment.

• The need for clear career paths for graduates with data from institutions on graduate employment and PGWP outcomes. The implication here is that institutions have an opportunity to strengthen career services, more actively communicate success stories and data for student outcomes, and begin providing those supports to students earlier in their study abroad experience.

• The importance of sector alignment around positive messaging around study in Canada, a renewed commitment to promoting a great experience for visiting students, and providing outstanding support for students from the point of inquiry on.

There is no question that the new policy settings introduced since January 2024 have dampened student demand for Canada. The IDP survey findings clearly demonstrate this, but they also provide a number of important insights for how Canadian educators, stakeholders, and partners can rebuild the confidence of students and their families.

For additional background, please see:

• “High study visa refusal rates disrupting the international education landscape“
• “Canada’s new government strikes a more conservative note on immigration“
• “Canada announces international student enrolment cap levels for 2025“

The post Is Canada valued more as a “pathway to immigration” or as a destination for education? appeared first on ���Ϲ��� Monitor - Market intelligence for international student recruitment.

According to reports in , international student deposits made through Enroly for the January 2025 intake are 27% higher than last year, and issuances of acceptance letters are up 14%. This is uplifting news especially since student visa applications in the first three quarters of 2024 were down 16% compared with the previous year.

Separate data from UniQuest also confirms international students’ renewed interest in the UK. UniQuest reviewed more than 40,000 applications for the January 2025 intake and found that firm acceptances (i.e., students who have said a definite yes to their offers) are up by 31% over 2024. Indian acceptances grew by 11%, and Pakistani acceptances jumped by 91%.

UK gained at the end of a year where Canada and Australia struggled

A Fall 2024 ApplyBoard conducted among international student counsellors in 40 countries offered an early indication of a rebound. In that survey, the UK emerged as the second most attractive destination after the US, ahead of Australia and Canada. Australia and Canada were in the news all year for their respective governments’ efforts to curb international student numbers.

ApplyBoard notes: “With student interest towards destinations like Canada and Australia falling, UK institutions—and specifically UK universities—have an opportunity to reverse year-over-year declines and make 2025 a year of growth.”

Speaking to in September 2024, Professor Max Lu, vice-chancellor of the University of Surrey, said that UK universities were greatly benefitting from the welcoming tone set by education secretary Bridget Phillipson. Less than a month into her new role in the Labour government, Ms Phillipson which she declared that international students were valuable contributors to the UK. Prof Su said:

“I’ve had feedback from our agents, in China, India and south and south-east Asian markets. All the agents’ feedback has been very positive, and it’s been very well received.

I got a briefing from my director of admissions saying that international postgraduate conversion rates have gone up. I can pay a tribute to our secretary of state, Bridget Phillipson, because her message was widely publicised internationally, that international students are welcome, they contribute not only economically but also culturally and to diversity and everything else.”

Some source regions are up, some are down

According to the Enroly data, the rebound is being driven by students from East Africa (84% more deposits), West Africa (+27%), and South Asia (31%). Strong growth markets include Kenya, Nigeria, and Nepal. Deposits were down by over 30%, however, from students in the Middle East and East Asia.

In January 2024, the former Sunak government terminated international students’ ability to bring dependants if students are pursuing master’s-taught courses. It is likely no coincidence that in contrast to other types of programmes, deposits for master’s-taught courses are off slightly compared with last year. Otherwise, deposits were up 15% for postgraduate research programmes (which do allow dependants), and 7% for undergraduate programmes (which have never been tied to the ability to bring dependants).

For additional background, please see:

• “The view from here: how the big four study destinations are adapting in a year of change“
• “International enrolment declines pressuring UK universities this year, with one in three facing significant financial challenges”

The post Early data indicates international enrolment growth for UK higher education’s January 2025 intake appeared first on ���Ϲ��� Monitor - Market intelligence for international student recruitment.

This year’s survey focused on areas including recruitment projections, employability, enrolment challenges, destination trends, and student motivations. In all, 1,020 agents across 111 countries responded between April and September 2024.

Why is the survey so important?

As ���Ϲ���’s vice-president for the Americas, Ian Cann, notes:

“Agents have a distinct perspective on the marketplace. Because they are dealing directly with students, in some cases from the earliest stages of their study abroad planning, they tend to see shifts in demand or other crucial market trends sooner. We see this coming through loud and clear in this year’s Agent Voice findings, and we greatly appreciate all the insights that responding agents from around the world have shared in the 2024 survey.”

Top findings

While cost-of-living issues are always an issue for a large segment of prospective students, even more pressing this year is the ease of getting a visa (44% versus 32%, respectively). Work opportunities – which are often paramount as a pull factor for study abroad – came in third in this survey, indicating just how difficult agents and students are finding it to secure visas right now.

That said, the report notes that students are overwhelmingly favouring countries that offer post-study work rights: “This has led to students shifting their focus away from Canada, the UK, and Australia – all of which have enacted restrictions – to countries seen as more favourable, including New Zealand, Germany and, at least for now, the US.”

More applications to more destinations

In keeping with findings from other major research this year by IDP, INTO University Partnerships, and others, students are expanding their list of destinations when applying for programmes abroad and are losing interest in Australia (-44%), Canada (-38%), and the UK (-22%) compared with last year. Three-quarters (74%) of agents said they have supported student applications to new destinations in the last two years (up from 63% in 2023).

The survey report adds:

“Alongside policy issues, push factors include both the accommodation shortfall and the cost-of-living crisis, both of which disproportionately affect the Big Four (Australia, Canada, UK, and US). Pull factors include an increasing desire among students to remain closer to home, the aggressive internationalisation strategies of countries such as South Korea and Japan, as well as the growing quality of education around the world, with record numbers of institutions from countries such as India entering the QS rankings this year.

In this context, it is clear that the Big Four are no longer able to rely simply on their historical positioning as desirable destinations … they will need to develop a coherent strategy that focuses on student outcomes in order to maintain their status.”

Agents clamour for more training

A major determinant of agent performance is the amount of direction and training they get from partner institutions. Without this support, they are less likely to be able to highlight key competitive differentiators; to advise students on admissions standards, costs, and best-fit programmes; and to assess whether a student is truly a good fit for a programme/campus. As the following chart shows, agents are eager to receive more training from their institutional partners.

Key takeaways

If there is a major theme emerging this year, it is that many students are experiencing significant barriers in their quest to study abroad, whether these are visa rejection rates and processing delays, new policies around dependants’ rights and post-study work opportunities, cost-of-living increases, or all these combined.

While institutions cannot control the decisions made by immigration departments, there are some things they can do to help students who are experiencing problems while trying to submit applications. A recent survey by Keystone Education found that students are often frustrated by unclear or missing information on institutional websites (63%) and lack of responses to their queries (49%). Keystone advises institutions to check the content of their website to make sure information up-to-date and complete.

There has never been a more important time to nurture student leads from first enquiry all the way to enrolment, and to ensure agents have the training and information they need to send qualified students to your institution. Check out the latest version of magazine for a special feature devoted to best practices in this regard.

For additional background, please see:

• “Who decides about quality? Education agents and the question of increased regulation”
• “Survey shows new visa rules are encouraging international students to apply to more destinations”

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