In March, the first ApplyBoard Recruitment Partner (RP) Pulse Survey of 2024 invited ApplyBoard student counsellors to report on their and their students’ plans and preferences.1 From the appeal of surging destinations to affordability and policy, explore how declining interest in traditional study destinations has impacted the sector.
Read on to learn how the latest responses compare to our last two RP Pulse Surveys. We’ve analyzed how the aforementioned trends may impact stakeholders across the study abroad sector, as well as how domestic policies may influence student choice in the years to come.2
Key Insights at a Glance
- RP responses indicate that student interest in study abroad has declined. This is especially clear in the United Kingdom, Canada, and Australia.
- Destinations’ policy shifts around international students have likely contributed to this declining interest, as well as influenced perceptions that traditional destinations are less welcoming than before.
- Affordability is still students’ top priority. This finding, paired with uncertainty around traditional destinations’ policies, creates opportunity for rising destinations to become more competitive.
Declining Student Interest in the UK, Canada, Australia
The ongoing realignment of domestic policies among previously favoured study abroad destinations has impacted RPs’ views.
In the latest Pulse Survey, 50% of RPs reported “significant” (17%) or “moderate” decreases (33%) in their students’ interest in studying abroad.
That’s a stark change from our two prior RP Pulse Surveys in Fall 2022 and Fall 2023. Although, over that period, the percentage of RPs reporting a “significant” or “moderate” decrease in students’ interest in studying abroad more than doubled (8% to 18%). This trend accelerated into 2024.
RPs also shared how attractive their students found six study abroad destinations: Australia, Canada, Germany, Ireland, the UK, and the US.
This was our first time inviting RPs to reflect on Germany’s appeal. The rising destination, though trailing the traditional anglophone destinations, appealed to respondents. Ireland, a rising destination in its own right, set a new all-time high for international student enrolment in 2022/23. Both countries’ popularity will be worth tracking in the coming years.
Moreover, these findings correspond with our Spring 2024 Student Pulse Survey where over 40% of respondents said they’re considering destinations beyond the major Anglophone destination markets.
Policies Impacting Study Abroad Preferences
Policy changes pertaining to international students in the UK, Canada, and Australia significantly contributed to these downward trends
In May 2023, the British government announced it would limit the ability of international students to bring dependants into the country. In January 2024, the Canadian government announced a temporary two-year cap on Canadian study permits. In December 2023, the Australian government unveiled its Migration Strategy, and in March 2024 its Genuine Student requirement, to limit international student intake after setting inflow records in 2022/23.
RPs reported these policy changes directly and negatively impacting their students’ interest in studying abroad in the UK or Canada.
Similarly, the 2024 RP Pulse Survey found the UK and Canada appearing less welcoming than in prior surveys. This is likely influenced by student uncertainties tied to the countries’ updated student policies.
Moving forward, institutions must ensure that their brands and messaging emphasize how they will support students before, during, and after studies abroad. This will be key to cutting through narratives to showcase institutions’ unique value propositions in a highly competitive international education sector.
See How Policies Compare Between Australia, Canada, the UK, and the United States: Explore More
Affordability is Students’ Top Priority
Student focus on affordability has the potential to drastically realign the international education landscape. The Spring 2024 RP Pulse Survey showed perceptions of affordability in Canada, Australia, and the UK dropping.
These latest findings show the continuation of an 18 month trend. Canada was considered only the second most affordable destination in 2024, a decline from its ranking of first most affordable in 2023 and 2022; Australia was viewed as the fifth most affordable in 2024 after being the second most affordable in 2023 and 2022; and the UK was considered the least affordable in both 2024 and 2023 after being the third most affordable in 2022.
Our Fall 2023 RP Pulse Survey found both RPs and students viewed the cost of studying as the greatest determining factor in decisions to study abroad. Germany, which is becoming a major player in the international education sector, was viewed in 2024 as the most affordable destination. This bodes well for the German government’s aim of recruiting more international students to boost its economy by addressing skilled labor shortages.
Key Takeaways
Stakeholders should be focused on what comes next. Our latest RP Pulse Survey findings provide a fresh glimpse on how policy impacts have reverberated across the sector. In a world of change, one thing is for sure: the fastest and most flexible RPs, institutions, and governments will reap rewards.
- RPs must diversify their institution and program offerings to align with economic and political trends. They must remain privy to the latest policy updates to stay ahead of the curve for their students.
- Word of mouth among students travels fast and strong. Every stakeholder must commit to communicating with students on the channels where they consume content, emphasizing how they can support their students during and after their studies.
- Up-and-coming destination countries should incentivize students by showcasing their competitive edges against those of traditional destinations.
Stay tuned for more 2024 Pulse Surveys, where we’ll share the latest plans and preferences of RPs and students.
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FOOTNOTES:
1. The Spring Pulse Survey ran from March 12 to 22, 2024, and had 420 respondents.
2. RPs shared from what location they “most often source students.” The countries with a portion greater than 5% were India (26%), Nigeria (17%), Nepal (9%), Canada (8%), Pakistan (8%), and Bangladesh (5%).
