The future of international student recruitment in a post-election landscape

Since July’s election, we’ve been encouraged by the positive response we’ve received from the various government departments we’re engaged with, including the Department for Education (DfE), Foreign, Commonwealth and Development Office (FCDO), Department for Science, Innovation and Technology (DSIT) and Department for Business and Trade (DBT).

We’re also delighted that the new Secretary of State for Education, Bridget Phillipson, shared a video that underlined the government’s support and welcome to international students. That was a much-needed intervention that gets noticed internationally and which helps all those working hard to promote the value and opportunities of UK higher education.

With the new government confirming that the Graduate route will stay, that gives us a strong position to support and enhance the promotion of UK higher education internationally. 

The new government has confirmed they will continue with the package of immigration reforms directly impacting international student recruitment, announced by the previous government in May 2024. Labour has also been supportive of the social and economic contributions of international students and recognised the need to stabilise international recruitment.

However, ever-increasing international student recruitment numbers cannot be the solution to the sector’s funding challenges. We must work with this Labour government on an evidence-based approach to policy to address funding challenges while maintaining the UK’s position as a world-leading study destination for global talent.

International student recruitment is undergoing shifts driven by both global policy changes and evolving student preferences. IDP data suggests a growing trend of prospective international students choosing institutions closer to home, partly due to increasing costs as well as the strengthening reputation of universities in non-English-speaking destinations.

Policy changes in key study destinations are also reshaping the landscape. Canada has seen its appeal as a top study abroad destination decline since the introduction of caps on international student numbers, as shown in IDP’s ‘Emerging Futures 6’ report. We can expect a similar downturn in Australia – currently the top study destination for international students – if its proposed cap on international students proceeds in 2025.

Meanwhile, in the US, anti-immigration rhetoric from a second Trump administration is expected to deter some prospective international students. IDP data suggests interest from South Asia and Southeast Asia has declined following the US election. Interestingly, searches for international study among US nationals have increased substantially.

For the UK, this changing dynamic presents an opportunity. With our government recognising the need to stabilise international student recruitment through evidence-based policymaking, the UK can position itself as a more stable and welcoming destination. Credibility, quality and trust will be key to this. 

Our recent publication, ‘Opportunity, growth and partnership: a blueprint for change’, outlines key strategies for universities and the government to achieve sustainable international recruitment and well-managed growth. One key recommendation is for universities to focus on enhancing the international student experience, including through offering careers advice and guidance to support international student growth.

As well as this, we see the potential for stronger collaboration between universities and the government to promote the UK as a top study destination in key markets. By building on initiatives such as the Study UK campaign, we can work together to showcase the UK as a welcoming, world-class study destination.

The UK higher education sector has so much offer, and we have a strong post-study work offer too, so we need to continue doing what we’re doing and focusing on our key messages: that the UK has high-quality courses, that it provides a great welcome and wrap-around support for international students, and that its post-study work offer is internationally competitive with strong outcomes.

A lot of good work is already being done in this place, with special thanks to our colleagues at Study UK, and to the other national and regional campaigns, which importantly centre the student voice.  

We can continue to work to make sure the right messages get through to agents, counsellors, opinion-formers and the media.

The best way of doing this is working together as part of mission groups, Study UK, or the #WeAreInternational campaign. Through working together, we can ensure that our core messages are consistent, and that they’re amplified wherever relevant and possible.

We also need to think not just about our international marketing and promotional efforts (and in some cases those might be quite specific and targeted), but about the domestic response too. We should consider how the public, politicians and the media respond to international students, and understand their value. That will help to ensure that the policy environment remains competitive and favourable.

This is only the beginning of the conversation. At the International Student Recruitment Conference, we will be uncovering more insights into the latest recruitment trends, the evolving political context and government thinking, and implications for the higher education sector, as well as what Universities UK is doing to support members. 

This year’s conference offers a prime opportunity to come together as a sector, reflect on recent developments, and prepare for what’s ahead in 2025. If you haven’t yet registered your place at the conference, click below to book one of the last remaining places.

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