Debates around international student recruitment in the Asia-Pacific region have recently been dominated by study-visa limitations and geopolitical concerns.
However, the region is experiencing a surge in popularity thanks to its reputable universities, affordable tuition fees and its cultural appeal.
At a recent Keystone Education Group event, Julia Berger, regional manager for Europe at Edith Cowan University in Australia, described international student interest in Australia as ‘stable’, yet increasingly sensitive to broader economic and political dynamics.
With student interest in the region on the rise, according to Keystone Education Group data, the top audience interested in studying in the Asia Pacific at bachelor's level is India, followed by the US.
At master's level, the US is the most interested audience, with India second, Indonesia third, Brazil fourth and France fifth.
Data from Keystone Education Group's student websites
As global competition intensifies and student expectations evolve, universities across Asia-Pacific appear poised to respond with both regional nuance and international ambition.
Wider interest in international study destinations is also being shaped by unexpected influences.
Data shows Thailand has seen a huge increase in searches across Keystone’s student sites. One hypothesis is the surge in popularity could be down to global interest in Thailand in mainstream culture through the White Lotus TV series.
Meanwhile, Australia faces popularity challenges following new visa restrictions with a drop in interest across Keystone’s search sites, particularly from students from South Asia.
However, despite the downturn, it still remains a hugely popular study destination - Keystone survey data shows that 32% of students think Australia is still a very welcoming study destinations and think positively about the country as a study destination despite recent government reforms.
In the past, many international students sought opportunities in distant countries like the US or UK. However, recent trends suggest a shift in preferences toward studying closer to home.
The post-COVID landscape has seen many Southeast Asian students increasingly prefer destinations like Singapore, despite it being a relatively expensive option. This shift is largely due to factors like proximity to family and career opportunities within the region.
In contrast, Chinese students, traditionally more willing to study abroad far from home, are also taking longer to make decisions, partly due to economic factors such as housing costs.
With living costs soaring, it is no surprise cost is a top priority for students interested in studying in the Asia-Pacific region.
Prospective students are looking not only at tuition fees, but at living expenses and their return on investment post-graduation.
Data from Keystone Education Group's student survey
“It is a large investment for international students,” said Steve Yun, director of the APAC region at Keystone. “They want to see that return — post-study work opportunities, job placements after they graduate, internships.”
Further to this, Keystone student survey data found 87% of students globally want an internship after they finish their studies, with this sentiment echoed by our panelists.
Winston Wee, from Nanyang Technological University in Singapore, said: “We actually engage in an exercise, although it was not mandatory, called the postgraduate graduate employment survey.” From there, we track down where our graduates are working, what their income level is, and how long it takes for them to recoup the tuition investment.”
This data, Winston emphasized, provides students with a solid foundation to calculate the return on investment for their education, helping them make more informed decisions.
On top of this, to help students make an informed study decision, universities were encouraged to localize their outreach.
“Have country-specific pages on your website,” urged Steve. “If you are showing your costs, show it not only in your local currency, but also in Indian rupee, for example.”
While Europe remains a popular study destination, Prakash Saklani, International Recruitment Manager for South Asia and the Asia Pacific at Audencia Business School, cautions the continent has a lot to learn from Asia Pacific institutions when it comes to student support services.
Prakash said, “Something we still miss in Europe — and I envy these main study destinations like the US, Canada, Australia, and New Zealand — is student services, which is not the priority in Europe.”
European universities often offer strong academic programs, Prakash said they are ‘not at par’ in terms of support structures once students arrive on campus.
“These students are used to getting the VIP treatment — having a great welcoming day, students assigned to help them get adapted to the institute, the city, the culture,” he said. “Europe does do it, but probably not at that level.”
Echoing this sentiment, Julia added, “The Europeans have a different way of approaching student services and the extracurricular activities that universities offer. It would definitely add to the competitive advantage if that were improved.”
As institutions and students navigate a world of shifting priorities, there are immense opportunities for universities to redefine their competitive edge.
As competition increases and student decision-making becomes more complex, clear, transparent communication and a student-centric approach will be the key to success.
Whether it’s providing affordable options, enhancing student support services, or offering internships, institutions that align the priorities specific to students interested in the Asia Pacific region are better positioned to thrive in this competitive landscape.
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