International students worldwide are applying to more universities and destinations than ever before, a global survey of education counsellors by INTO University Partnerships has revealed.
The survey author is INTO University Partnerships headquartered in the UK. The organisation connects international students with universities in the US, UK, and Australia and has been in operation since 2005. Since this time INTO has supported over 150,000 students from more than 180 countries.
The Survey
A total of 1,240 recruitment agents from 66 countries covering all major and emerging student source markets took part in the survey conducted in March 2024.
According to a release issued by INTO University Partnerships, the findings signal an intensely competitive landscape for universities looking to recruit overseas students, with over 11% of education agents confirming they submitted applications to 100+ universities last year.
More than four out of five agents globally – 87% – said that international students were applying to more universities overall than before. Meanwhile, 84% said that students were also applying to more destination countries than the previous year.
The cost associated with attending university abroad was also highlighted as an influential factor across all markets with 78% of agents in China, Hong Kong and Macau region agreeing that study abroad discussions are increasingly focused on cost when selecting study destinations over the last 12 months. 84% of education agents in East Asia, 90% in Europe and Central Asia, 85% in the Middle East and Africa, and 90% in South Asia expressed the same sentiment.
“INTO’s survey signals a major shift in student behaviour and the emergence of new study-abroad destinations. As a result, the competition for universities in top study-abroad markets to attract overseas talent has become even tougher,” said Tom Hands, Chief Recruitment Officer of INTO University Partnerships.
“It is crucial for universities to clearly differentiate their offerings to meet new enrollment challenges. The survey underscores the need for strategic positioning and adaptive solutions to navigate this intensifying environment,” he added.
Findings of the survey show the increasing attractiveness of destinations outside the ‘Big Four’ English-speaking destinations of Australia, Canada UK and USA. In particular, INTO’s research indicates some key regional pivots in demand.
Europe was most frequently cited as an emerging study destination by agents from South Asia, with destinations such as Germany and Ireland mentioned the most frequently, with cost and access to post-study work opportunities key influencing factors. Chinese agents noted significantly more interest in other Asian destinations (particularly in Southeast Asia), with rising interest in international schooling options, more localized pathway provision and a heightened sense of priority given to geographic and cultural proximity. Across other parts of Asia, the research notes an increase in the attractiveness of students studying within the region, including China.
In the survey, 99% of education agents said the speed of response to enquiries and applications was important to them, highlighting the importance of an efficient admissions process in securing international enrolments. This is consistent with our research across multiple years and showcases the importance of timeliness in working with partners in supporting their student counselling efforts.
“Universities are grappling with the dual challenges of managing a rapidly rising volume of applications and heightened competition. Our AI-enabled admissions processing systems has demonstrated how innovative technology can help overcome this significant challenge while meeting critical benchmarks of compliance, efficiency and quality assurance,” said Mr Hands.
The survey also revealed that career opportunities continue to grow as a vital consideration for international students. 87% of agents – up 5% points from the previous year – highlighting it as an important factor.
“More than ever, students and parents are looking for a strong return on their investment, and careers have become a major consideration for study abroad decision-making. Universities are challenged to provide tailored employment support to students and alumni in order to attract talent from across the globe in the face of very stiff competition,” said Mr Hands.
