US international education faces hurdles despite competitors' decline
By Cara Skikne
In January of last year, the US’ main competitors—the UK, Canada, and Australia—captured a combined 28.73% of student interest on Studyportals. However, this figure has since dropped to 21.4%. This decline is largely due to the crackdown on international students in these countries, which raises an interesting question: What does this mean for the US??
The US, while gaining ground, is not automatically the winner amidst these changes, and has secured less than 1 percentage point of the market share its main competitors have lost.
Importantly, student interest data on Studyportals is forward-looking and strongly correlated with future enrolments 12 to 18 months down the line.??
At a NAFSA breakfast briefing hosted by Studyportals and Oxford International Education Group, David Pilsbury, OIEG Chief Development Officer noted, "It’s not about growth, it’s about moving market share between nations."?
Despite the US gaining market share, several factors limit the full potential of its international education sector.?
No cohesive strategy?
The US is the only major destination lacking a national strategy for international recruitment. This absence of a unified approach means that the country’s efforts to attract international students are fragmented and less effective compared to other nations.?
Concentration of international students?
International students in the US are heavily concentrated in relatively few institutions and states. According to IIE Open Doors data:
For the US to accommodate more international students, a broader range of institutions across more states needs to prioritize international recruitment.?
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The rise of alternative destinations?
A recent report by Studyportals and British Council IELTS highlights the emergence of alternative study destinations. Countries offering cost-effective education options are increasingly attracting students who might have otherwise chosen traditional destinations like the US, Canada, and Australia.?
More student interest is shifting to destinations outside of the ‘Big Four’, particularly in Europe and Asia.
Edwin van Rest,?cofounder?and?CEO?of? Studyportals?said:??
"The surge in English-taught programmes outside traditional anglophone destinations marks a significant shift in global education. This expansion provides students with more competitive and affordable opportunities, while also intensifying the competition for established institutions, particularly in light of stricter entry requirements and visa uncertainties.”?
The path forward??
To maintain and boost its position in the international education market, the US sector must advocate effectively, telling its story in a data-driven manner. Additionally, the government needs to be influenced to develop policies that support international student recruitment.?
The newly launched U.S. for Success coalition, have expressed concerns about lengthy visa interview and processing delays affecting international students, particularly from the Global South, planning to arrive on U.S. campuses this fall.?
Donald Trump has made promises of green cards to international students, which, if realized, could significantly enhance the attractiveness of the US as a study destination. However, the implementation of these promises remains to be seen.
While the results of the US election will significantly affect higher education – these structural issues will remain.??
Often dubbed the ‘sleeping giant’ of international education, the US has the capacity to accept more international students. However, to fully capitalize on this potential, it must address the limiting factors, leverage emerging opportunities, and advocate for supportive government policies. This is an opportune moment for the US to become an international education force to be reckoned with. The global education landscape is dynamic, and the US must adapt to grow and diversify its international student recruitment, and sharpen its competitive edge.?
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