The ICEF Berlin 2024 event, held from November 3-5 at the InterContinental Hotel, gathered over 2,500 international education professionals from more than 120 countries, including universities, agents, and service providers. This significant networking platform provided valuable insights into current trends, opportunities, and challenges in international education. In exclusive interviews during the event, key figures shared their perspectives on essential topics in higher education, including program demand, technology, employability, and evolving student preferences. These discussions featured insights from Rory Curley, CEO of Central Film School London; David Sampere of Collège de Paris; Berk Alyeni, Founder of ICES Agency and Collab; and Sebastian Barrientos, Executive Director at Grasshopper International (GI).
Digital Transformation in Recruitment
Digital transformation was a focal point at ICEF Berlin, particularly during the ICEF Digital pre-event, highlighting the latest technological advancements. Digital engagement strategies, such as AI-driven tools, data-centric marketing, and virtual engagement platforms, have become critical in connecting with prospective students across the globe. These tools enable institutions not only to reach students in regions where in-person access is limited and support personalized recruitment experiences but also to streamline processes and optimize financial and human resource investment.
AI in Higher Education
AI’s role in student recruitment and education is reshaping workflows and student engagement. “A big wave is coming, and it’s called AI—you either drown or grab a surfboard” comments (with a smile) Rory Curley, CEO at Central Film School London. “AI is essential at Central Film School, where it aids in creative workflows for storytelling and technical training in Unreal Engine, for example”. On the agency side, Sebastian Barrientos emphasized AI’s potential in scaling operations and providing personalized program matching, which he noted could lead to increased options and satisfaction among students regarding their program choice. Berk Alyeni, founder of ICES and Collab, also highlighted his agency’s efforts to implement an AI-driven platform, reducing the need for direct human consultation as students increasingly turn to AI-driven support for their initial questions.
AI in education comes with a world of opportunities
The role of aggregators in student recruitment sparked differing opinions. On the university side, there is quite a high degree of caution, many platforms focus more on volume than quality, which can compromise the individualized attention students need. “For me, when I see someone start off a conversation by saying, we’re a platform, I die a little inside. But because we’re a considered purchase, we’re not a mass market purchase,” says Rory. Many universities, especially those that focus on individual consulting and personalized support to students, tend to prefer working with reputable agents who act as local representatives, fostering meaningful relationships with students rather than using mass recruitment tools. ‘For us, meaningful partnerships are built on trust, not numbers,’ Curley emphasized.
David Sampere shared similar reservations, suggesting that aggregators often lack the personal support that quality agents provide and focus more on delivering volume rather than quality.
Ultimately, a good agent is defined not just by numbers but by a strong conversion rate, high visa success rate, and quality professional consulting services—a standard AI increasingly supports through enhanced agent training, initial student consultations, and streamlined document processing.
Shifting Study Destinations and Recruitment Strategies
A major theme in discussions was the shifting preferences of students regarding study destinations, especially considering the recent restrictions affecting incoming student mobility in Canada and Australia. Economic factors, visa policies, and post-graduation work opportunities emerged therefore as decisive factors influencing students’ choices.
For example, Germany’s open access to top-quality universities and a dynamic job market continues to incentivize unprecedented student interest—a momentum that will only intensify in the current context.
Germany has become a popular choice for Turkish and Middle Eastern students, who are drawn by its accessible work permits, affordable tuition, and favourable visa conditions, as highlighted by Berk Alyeni. “Students want to see concrete details on how they will get their return of investment. That’s the biggest change I have been observing,” notes Berk.
Similarly, Curley noted that UK institutions are seeing increased interest from Indian students, driven by the UK’s visa policy adjustments that offer a two-year stay-back option.
France and Spain are also gaining favour with international students, while visa restrictions in countries like Poland, Italy and the Czech Republic have reduced interest.
While Germany and Spain show strong potential, there is a need to be cautious about an unbalanced influx of students, particularly from South Asia, as past cases in the UK and Australia have shown that high volumes can lead to tightened immigration policies. This underscores the importance of maintaining a controlled, quality-driven, balanced intake to sustain growth and avoid restrictive measures.
Program Demand and Interdisciplinary Studies
The demand for interdisciplinary and tech-focused programs continues to rise, particularly in STEM and creative technology fields. Central Film School London has adapted its curriculum to combine arts with technology, offering programs under ‘CreaTech’ and STEAM disciplines, which incorporate arts within STEM fields. Liberal arts programs, as noted by Berk and Sebastian, are also growing in popularity, especially those allowing students to explore various fields within a certain thematic before specializing – as per the US or Finnish model.
As AI transforms the workforce, creative careers and wellbeing-focused programs are expected to gain importance.” There is a growing need for education that emphasizes ethics, philosophy, and the societal impact of AI, particularly on the workforce” comments Sebastian. Addressing this transition requires careful policy and ethical considerations to avoid widespread job displacement without alternative opportunities. Investing in creative and wellbeing-oriented education, along with fields like engineering, is seen as beneficial for society. While demand for manual, execution-focused labor may decline, roles in creative craftsmanship and skilled engineering are likely to remain essential.
Moreover, the traditional structure of bachelor’s and master’s programs may no longer meet the needs of today’s students, who increasingly prefer shorter, flexible programs that allow them to enter the workforce sooner and continue learning throughout their careers. This shift calls for adaptable, continuous education models, where students can start with shorter diplomas and add skills as they go. Students today view education with a global mindset, prioritizing mobility and caring less about national borders in their choice of study destinations.
Life skills and a focus on competencies are increasingly important. Central Film School, for example, organises life skills sessions to help people become freelancers. SRH has its own exclusive study model called CORE: Competence-Oriented Research and Education.
Customer service within a university is increasingly important, notes Sebastian.
“Quality in terms of service means Understanding the student, understanding the culture, help them integrate and exchange with other cultures. Otherwise it’s going to be like different walls in one single place.” adds Sebastian.
“Get these kids out of their comfort zone. The more you push them into the real world with companies, with mentors, with projects, with internships, the more they need to go out of their comfort zone and the better individuals they become. So that’s why I think, you know, SRH is doing a good job in that; I speak to my students and I see a lot of examples of it.” Continues Berk.
Employability and Work-Integrated Learning
Employability has become a top priority, with students increasingly seeking programs that offer practical experience. In Germany, the dual system is crucial in integrating academic learning with hands-on training, allowing students to gain real-world skills while studying. SRH in Germany supports this by increasingly opening dual study & work programmes to international students and offering career centres on all campuses, while EBS Universität provides individual coaches throughout the study program. Central Film School has partnered with Film Buddy to deliver hands-on learning, including internships and skill-based training, aligning the curriculum with industry demands. Sampere also highlighted the French sponsorship system, which provides students with paid work opportunities and tuition support, enhancing employability by connecting academic learning directly to professional environments.
Sustainability and Social Responsibility
The commitment to sustainability is becoming increasingly prominent in higher education. Central Film School, for example, has partnered with Albert, BAFTA’s sustainability initiative, to promote eco-conscious practices in the film industry. Curley shared that sustainability is part of core training, aligning with students’ growing demand for environmentally responsible institutions. Agents also noted that students increasingly seek institutions prioritising sustainability in their operations and programs. At SRH, sustainability is the common thread woven through all programs—from business to engineering, media, and the arts and interest in sustainability management is growing among generations Z and Alpha.
Conclusion: Adapting to a Dynamic Landscape
Exchanges at ICEF Berlin 2024 underscore the evolving needs and expectations of international students. As visa policies shift, economic considerations become more pressing, and technology transforms both recruitment and learning, universities and agents must work closely to adapt. Through flexible, interdisciplinary programs, a strong focus on employability, and responsible, sustainable practices, institutions in the new growing destinations and agents are well-positioned to support student success in a complex global environment.
Akos Kiraly writes with Oana Lelcu. Oana is the Global Sales and Marketing Director for SRH Education. She is based in Berlin.
