The data is clear – China’s dominance as the leading international student market for EU universities is slowly dwindling. It is, however, becoming an increasingly attractive study option for the rest of the world. In short, more international students want to study there and fewer nationals want to leave. This has wide-ranging effects on the global market dynamic. Some institutions are looking to market growth in India as the next best thing, whilst others are seeking under-served markets in Africa and the Middle East.
Our advice? Focus on learners, not regions. Operating without localised knowledge on your team can be a scary prospect. However, English is now spoken at a useful level by one in every four people in the world and many of the conversations we’re having are global. It’s possible to operate without too much concern for localisation as long as your targeting is on point.