UK retains crown as top study destination despite policy changes

The UK has maintained its position as the most sought-after international study destination in 2025, according to new data from Keystone Education Group. 

Capturing the top spot for 19% of the 42,000 students surveyed, the UK’s prominence is particularly evident at postgraduate level, with 24% of master’s students and 33% of PhD students saying it was their preferred study country.  

Dr Mark Bennett, Keystone’s VP of Research & Insight, said:  

“Students continue to recognise the quality and prestige of a UK degree and are reassured by ongoing messages of welcome towards international students and a relatively stable policy environment. 

“The UK has been growing in popularity since our survey data collection started in 2021 and continues to be one of the most-searched destinations on Keystone’s platforms, with strong year-on-year growth throughout 2025 so far. 

By contrast, the US has seen its share of master's student interest decline from 14% to 12% from 2024’s State of Student Recruitment, while Canada’s popularity has dropped by 74% from 2023 to 2025. 

Concerns the publication of the UK’s white paper on immigration in May would damage the country’s international student appeal have yet to be reflected in data, with the latest Keystone survey data showing the proposal to reduce the graduate route visa from 24 to 18 months having a low impact. 

Mark added: "The story in the data is positive, with relative search interest in the UK growing steadily during 2025 and up substantially on 2024’s figures. 

“Student perception of the UK's latest immigration policy can be as important as the policy itself. It isn’t the case that most international students in the UK will face stricter language requirements, automatically pay higher fees or lose access to post-study work. 

“But a misdirected reader might assume all these things, or worse, from a misunderstanding of these proposals.” 

A survey of over 400 prospective international master's students conducted immediately after the white paper's release found that awareness of the proposed changes was surprisingly low, with just under half (47%) already aware of the graduate route modifications. 

When informed about the proposals, 42% of respondents indicated the changes would not impact their UK study plans at all, while 37% said it would make them slightly less likely to study in the UK, and 21% said it would make them much less likely. 

Significantly, this reaction was notably less dramatic than previous surveys. Last year, when similar questions were posed about more severe cuts to the graduate route, 43% and 30% of respondents respectively said reducing it to 6 and 12 months would make them "much less likely" to study in the UK. 

With over four million searches across Keystone's student sites in April 2025 alone, the demand for UK education remains robust, suggesting that well-established reputation and educational quality continue to outweigh concerns about policy adjustments. 

At undergraduate level, the US maintains its leading position with 13% of student interest, tied with the UK. However, both countries have seen their share decline over recent years as students increasingly consider alternatives. 

Canada has experienced a particularly sharp fall, dropping from 16% of undergraduate student interest in 2023 to just 7% in 2025. This decline is attributed to policy changes limiting international student numbers, with the country implementing significant caps on study permits. 

Meanwhile, European destinations are gaining ground. Germany has maintained steady appeal at 6-7% across all years, while Italy has shown consistent growth. South Korea has emerged as a new entrant to the top 10 undergraduate destinations, rising from 17th place in 2024. 

Mark added: “There are opportunities for universities globally to benefit from shifting student flows as students increasingly look beyond the traditional big 4 to Europe, Asia, and elsewhere. 

“Our data reveals broader shifts in the international education landscape. While traditional destinations like the UK and US continue to dominate, there are signs of diversification in student preferences.” 

About Keystone Education Group 

More than 100 million students trust Keystone to help them pursue higher education every year. In turn, Keystone helps over 5,500 education institutions reach, recruit, and enrol prospective students in more than 190 countries. Keystone also operates a range of global student recruitment services including UniQuest, Asia Exchange, Blueberry, SONOR, Edunation, and Keystone Sports. 

Headquartered in Oslo, Norway, Keystone is backed by Viking Venture and Verdane, two leading Nordic venture firms. Keystone has more than 850+ employees worldwide, with offices across the Nordics, Germany, Spain, and the UK.