The global landscape for international education is shifting, and student perceptions are evolving alongside it. As prospective students explore their study abroad options, they’re encountering a growing wave of online discussions—some informative, others cautionary. Concerns about affordability, visa policies, and job prospects are surfacing more frequently in media and online coverage, influencing where and whether students choose to study abroad.
At the same time, online search trends reflect changing interest in major study destinations. Keyword search volume about studying in Canada, the US, the UK, and Australia are down from post-pandemic high-water marks, hinting at broader shifts in demand.
By examining global sentiment and search data, we can gain a clearer picture of how student interest developed in 2024, and how it may shape student mobility trends in 2025. Below, we break down the latest trends to see which destination markets are experiencing the most significant changes—and what they could mean for international education.
Key Insights at a Glance
- In 2024, the volume of news stories about international education in each of Australia, Canada, the UK, and the US grew by at least 8% year-over-year.1
- One in every four posts about each of the major English-speaking destinations on social media carried a negative sentiment.2
- Search engine data reveals that all four major study destinations have seen a decline in student interest since their post-pandemic peak.3
All references to sentiment data throughout this article refer to the proportional amount of media coverage. For example, “20% negative coverage” would mean that 20% of all relevant media coverage was negative. Any discussion related to volume of coverage will be noted as such.
Global Sentiment About Studying in Canada, the US, the UK, and Australia
Media coverage of international education grew in 2024, with the volume of stories increasing by 8% for the UK and more than 20% for Canada, the US, and Australia compared to 2023:
While sentiment remained relatively stable for the UK, the US saw a notable shift, with positive coverage rising to 34%—a six-percentage-point increase from the previous year. Australia also experienced a rise in positive stories, reaching 34%, up three percentage points from 2023. For Canada, both positive and negative stories edged up by one percentage point, reaching 21% and 19%, respectively.
On social media, however, sentiment about the big four English-speaking destinations was much more negative compared to traditional news:
On global social media, one in four posts about each of the major English-speaking destinations carried a negative sentiment. The US saw the highest share of negative sentiment at 36%, though it also recorded the second-highest positive sentiment among the big four at 19%, just behind the UK’s 20%. Canada and Australia had closely aligned sentiment rates, with their positive, negative, and neutral shares all falling within a narrow two-percentage-point range of each other.
It’s not surprising that sentiment on social media skewed more negative than in traditional media, where coverage tends to be more structured. However, these trends highlight the need for institutions to take a proactive approach to their online presence. Engaging authentically on social platforms can help shape the conversation, counter misinformation, and reinforce a strong, positive brand that resonates with prospective students.
Learn more about how leveraging technology solutions will be essential for institutions seeking to match students with programs that best meet their goals and timelines.
Global Keyword Search Trends in 2024
Does polarizing content about studying abroad lead to lower student interest? While it’s important not to mistake correlation with causation, search engine data shows that interest in each of the big four study destinations have dropped from their post-pandemic high-water marks:4
The chart above shows the average monthly keyword search for “study in [destination country]” over a 12-month period, year ending January.5 The 13,600 monthly keyword searches for “study in Canada” in the year ending Jan 2025 represent a 34% decline year-over-year, and a drop of 52% from its post-pandemic high-water mark.
Searches for the UK were down 32% from their all-time high in 2023. Searches from individuals in India and Nigeria accounted for 75% of this drop, two student populations we flagged as being most likely to be impacted by the previous Sunak government’s implementation of restrictions on student dependants.
Both the US and Australia saw slight year-over-year upticks, though both remained down from their highest points by 27% and 9%, respectively.
Declining search interest about the big four destinations suggests that policy shifts and broader narratives are influencing where students consider studying. For institutions, this underscores the importance of not only attracting student interest, but also converting it into enrolments. By offering clear, compelling messaging on affordability, career outcomes, and support systems that directly address student concerns, institutions can mitigate weakened demand and engage students on positive, impactful topics.
Leveraging ApplyBoard’s data on student field of study interests can help institutions align their programs with emerging career trends and better attract prospective students.
Sentiment Data About Studying in Canada from Major Student Populations
To better guide online strategies for institutions in each major English-speaking destination, let’s take a closer look at shifting student sentiment among key student populations. With online news sentiment shifting, we specifically explored whether certain international student populations are encountering more polarized coverage than others.
The chart below breaks down how sentiment toward Canada has evolved across key student source countries, offering insight into how prospective students may see this destination:
Canada received significant positive sentiment in English-language online news in China (47%), the Philippines (33%), and Malaysia (31%). Positive news sentiment actually increased year-over-year in six of these nine major student populations, a surprising trend given the numerous policy changes Canada enacted over the year. By contrast, the three countries that saw positive sentiment decline were the UAE (by ten percentage points), Nigeria (seven percentage points), and Pakistan (three percentage points).
News sources from Ghana were arguably the most polarized in 2024. 31% of Ghanaian coverage about international students in Canada had negative sentiment. Meanwhile, 24% of coverage was positive. This resulted in Ghana having the lowest neutrality rate among these nine major student populations.
These trends suggest that while Canada’s policy changes have not universally dampened sentiment, they have created uneven perceptions across student markets. Institutions should be mindful of these shifts, reinforcing Canada’s strengths—such as its robust Post-Graduation Work Permit (PGWP) program, quality of education, and diverse student experience—in markets where positivity is growing while addressing concerns in regions where sentiment is cooling.
Sentiment Data About Studying in the US from Major Student Populations
While sentiment toward Canada has shifted in key source markets, the US has seen its own share of evolving perceptions. Here’s how online news sentiment toward studying in the US unfolded across major student-sending countries in 2024:
Positive sentiment about the US grew year-over-year by at least five percentage points in seven of these nine major student populations. Only Pakistan (down three percentage points) and UAE (down one percentage point) did not follow this trend.
In fact, eight of these countries saw positive news coverage surpass 30% in 2024. Ghana saw the most positive coverage at 45%, closely followed by both the Philippines and China at 39%, with India not far behind at 37%. It’s also exciting to see that five of these major student-sending countries—China, Ghana, Malaysia, Nigeria, and the Philippines—had negative sentiment below 10% in 2024.
These trends suggest a strengthening perception of the US as a study destination in several key markets. With rising positive sentiment and minimal negative coverage in many student-sending countries, institutions can leverage this momentum by showcasing student success stories, emphasizing post-graduation opportunities, and fostering stronger engagement with prospective applicants.
The US issued 130% more F-1 visas to Nepalese students in 2024 than in 2023. Learn more about US F-1 visa issuance data for 2024.
Sentiment Data About Studying in the UK from Major Student Populations
While UK policies largely stabilized in 2024, news sentiment continued to shift. The chart below shows how online news sentiment toward studying in the UK evolved across key source countries:
China and the UAE had the highest share of positive sentiment toward the UK, at 44% and 45%, respectively. In fact, positive sentiment about studying in the UK in Chinese news jumped nearly 16 percentage points year-over-year. India, Malaysia, and the Philippines also saw over a third of coverage framing the UK favourably.
Positive sentiment in Nigeria dropped to 8% in 2024, half of what it was a year earlier. As noted above, Nigerian students were arguably the most impacted by the previous Sunak government’s decision to restrict dependants, so this decline in positive sentiment is not entirely unsurprising.
Interestingly, Pakistan and Vietnam experienced a more mixed sentiment landscape, with positive and negative coverage both sitting in the 20–25% range.
These shifts in sentiment highlight how policy decisions can leave a lasting imprint on student perceptions, even after their immediate implementation. In regions with growing interest, reinforcing institutional strengths, such as research excellence, industry partnerships, and alumni networks, can help sustain momentum. And in markets where sentiment has softened, proactively addressing concerns—whether about visa policies, affordability, or job prospects—through transparent communication and support initiatives can help rebuild confidence in the UK as a study destination.
Sentiment Data About Studying in Australia from Major Student Populations
As a destination that has debated and implemented significant policy reforms, Australia’s international education sector has seen shifting narratives in global media. Here’s how sentiment about studying in Australia trended in major source markets in 2024:
China and India recorded the highest share of positive sentiment toward Australia, at 43% and 40%, respectively. Positive coverage in Malaysia and the Philippines also remained strong, with both countries seeing roughly a third of their coverage frame Australia in a favourable light.
The UAE had the highest share of negative sentiment at 34%, making it the only market in this group where negative coverage surpassed 20%. Meanwhile, Nigeria had the lowest positive sentiment at just 14%, though most coverage remained neutral (76%), indicating limited polarization in media discussions about Australia in this market. By comparison, Pakistan and Vietnam saw a more balanced sentiment mix, with both countries recording positive sentiment near 25–30% and negative sentiment between 16–22%.
With sentiment varying across markets, institutions must address key factors influencing how students perceive Australia as a study destination. In regions where sentiment has cooled, clarifying changes to visa processing times, post-study work rights, and student visa conditions—particularly under Ministerial Direction 111—can help rebuild confidence. Meanwhile, in markets with steady or growing interest, highlighting Australia’s strong job market in sectors like healthcare and engineering, as well as pathways to regional study incentives, can reinforce its attractiveness.
Looking Ahead
As sentiment around international education continues to evolve, institutions must remain attuned to how students in different markets perceive their study options. While some destinations are experiencing rising positive sentiment, others face growing skepticism—reinforcing the need for institutions to communicate their value in ways that resonate with diverse student audiences, particularly in the social media sphere.
To remain competitive, institutions should focus on the factors that matter most to prospective students: clear career pathways, financial accessibility, and a strong support network for international learners. Proactive engagement—whether through digital outreach, transparent messaging on post-graduation opportunities, or strategic partnerships—can help ensure that institutions are reaching and converting students effectively.
ApplyBoard’s sector-leading technology and global reach make it easier than ever for institutions to connect with prospective students, refine their recruitment strategies, and strengthen their brand presence online. With millions of students engaging with ApplyBoard’s content and platform, institutions can leverage these insights to navigate shifting sentiment and drive student interest in an increasingly competitive landscape.
For direct commentary on how sector changes in our destination markets may affect both students and institutions, we invite you to follow ApplyBoard’s Co-Founder & CEO, Meti Basiri, on LinkedIn.
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FOOTNOTES:
1. All sentiment data courtesy of Meltwater, and limited to online, English-only media. We’ve removed media coverage from Canada, the US, the UK, and Australia from the global analysis. News stories filtered by having to include “[country]” and at least one of “international student,” “international students,” “student visa,” or “studying in [country].”
2. Social media data limited to X (formerly Twitter).
3. All keyword search data courtesy of Semrush. This data measures the average number of monthly searches over a 12-month period ending June of the given year. For example, “2024” would mean the period of July 2023 to June 2024. Search results limited to English results on Google only.
4. For the US, we’re specifically using the “study in USA” keyphrase, as it had the most volume out of “study in US,” “study in the US,” “study in the USA,” “study in the United States,” and “study in the United States.” For the UK, “study in UK” had more volume than “study in the UK.”
5. Year ending January means the 12-month period covers February of the previous year to January of the giver year. For example, this means 2025 is for February 2024 to January 2025.
