International Education in the Netherlands: Student preferences and motivations

Long recognized as a top destinations for international students, the Netherlands now faces a complex mix of policy shifts, demographic changes, and evolving student expectations. The question is no longer whether international education will change (spoiler: it already has), the real question is how the Netherlands can continue to lead as a top study destination. 

At a recent event at Groningen University, we drew on the latest data, policy updates, and student behavior trends, and looked at how the Netherlands has been adapting to the new 'international education norm'. 

The Netherlands as an international destination

Despite uncertainty in national policy, the Netherlands continues to hold its position as the #3 most popular destination within the EU for international students, according to Keystone 2025 data.

Interest in Dutch higher education remains significant, particularly from European countries, which make up 12 of the top 20 markets showing demand.

However, new enrollment data shows a 5% year-on-year decline in international bachelor enrollments for the 2024–2025 academic year—a notable shift for a country that has enjoyed sustained growth over the past decade.

This downturn mirrors broader demographic, political, and financial pressures impacting higher education across Europe.

Few countries have experienced such rapid shifts in international student policy as the Netherlands. Between 2024 and 2025, the government introduced, and in several cases reversed, major measures affecting institutions’ ability to recruit, teach, and retain international students.

This fast-moving policy environment has created uncertainty for universities and students alike. 

Who wants to study in the Netherlands?

Keystone’s 2025 Share of Search data shows strong and diverse global interest in the Netherlands. Germany, the U.S., India, and China remain among the top international audiences, with notable interest from 12 European countries.

Student demographics are also shifting:

• 82% prefer to study in person, though a growing 20% consider hybrid or flexible options.

• Interest spans all levels, but master’s programs continue to attract a large share of applicants.

• 30% of students plan to apply to 5 or more programs—a sign of increased competition across destinations.

Cost, eligibility & safety: What’s driving decisions?

Students today are increasingly pragmatic. The top decision-making factors include:

• Program quality

• Institutional reputation

• Country appeal (culture, lifestyle, opportunities)

Soft skills are also becoming integral to student expectations, with problem solving, critical thinking, teamwork, and management topping the list of desired competencies.

But barriers are rising:

• Cost and affordability, up 10% from 2024

• Eligibility concerns

• Political uncertainty and shifting immigration rules

• Visa requirements, especially for non-EU applicants

Engaging with international students 

Communication trends show a generational divide:

• Email remains dominant among applicants.

• Instant messaging is the preferred communication channel for bachelor prospects.

• Social platforms that most influence student decisions include Instagram, TikTok, YouTube, and others where universities must maintain an active, authentic presence.

• Demand for in-person interactions — and real-time communication—continues to grow.

Opportunities for international education in the Netherlands

Despite challenges, the Netherlands is well-positioned to reinforce its place as a global education hub. Key opportunities include:

1. Strengthening pathways into high-shortage sectors
   Aligning recruitment with labour market needs—especially healthcare, IT, and engineering—can support both the Dutch economy and international learners.
2. Helping boost employability for international students in the Netherlands
   Supporting language learning can boost student retention and employability, addressing a common challenge in the Dutch job market.
3. Prioritizing student experience and affordability
   As cost pressures rise, institutions that clearly communicate value, transparency, and student support will stand out.
4. Using data-driven recruitment
   With students applying to more programs than ever, institutions must use precise targeting, analytics, and multi-channel marketing to remain visible.
   
   

A pivotal moment for Dutch higher education

The future of international education in the Netherlands will be shaped not by a single policy or trend but by the interplay of political decisions, economic pressures, institutional strategies, and student expectations.

The country’s strengths—academic reputation, global accessibility, and cultural diversity—remain powerful. Yet adapting to today’s environment requires clarity, agility, and collaboration.

With the right strategies, the Netherlands can not only maintain its position but emerge stronger, more competitive, and better aligned with the needs of the next generation of global learners.