2026 Annual Global Report

The State of Student Recruitment 2026

image showing front cover of the state of student recruitment report

The higher education landscape has changed, and so has the way students choose where and what to study.

Our largest survey yet reveals what's really driving decisions in 2026 - and what it means for your student recruitment strategy.

About the Report

Policy shifts, geopolitical pressures, and the rapid rise of AI have fundamentally altered how students think about studying abroad - and how they decide where to go. The old playbook no longer applies.

Each year, the State of Student Recruitment report translates the world's largest survey of prospective international students into clear, actionable intelligence for higher education professionals.

This edition draws on responses from over 67,000 students across 150 countries to show you which markets are growing, what's driving and blocking decisions, and where your competitors are focusing their efforts.

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Who should download the report?

Any professional working in Higher Ed, including:

International Recruitment & Admissions Teams

Higher Ed Marketers

Enrollment & Conversion Teams

Institutional Leaders

Inside the Report

Global student mobility trends

Which destinations are gaining ground on the traditional top four, and where new source demand is emerging.

Channel and platform preferences

Which platforms and communications channels resonate most with Undergraduate, Master's, and PhD audiences in 2026?

Decision drivers and barriers

The motivations and obstacles shaping students' choices, from rankings and outcomes to visa pathways - and what you should focus on in your recruitment communications.