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The big four destinations are losing market share, while non-traditional destinations like Asia and Europe are becoming more appealing to foreign students.
The landscape for international students is changing fast. The big four study abroad countries, the United States, the United Kingdom, Canada, and Australia, appear to be giving way to some popular destinations in Asia and Europe as educational abroad destinations.
A Studyportals study titled, The Global Enrolment Benchmark Survey, shows the big four destinations are losing market share, ‘non-traditional’ destinations, like those in Asia and Europe, are becoming more interesting to students.
Countries in Asia and Europe are increasingly seen as offering strong academic value, more accessible immigration pathways, and lower tuition fees, making them competitive alternatives to the US, UK, Canada, and Australia.
Most countries are changing their immigration policies and placing restrictions on overseas students to study in their domestic universities.
The Big-4 nations, known to be the first choice for international students, are witnessing a big change. International students seem to shift preferences to countries where visa policies and government restrictions are less restrictive.
Outside of the Big Four, European countries like Germany, Italy, the Netherlands, France, and Sweden attract the most student interest, reports Studyportals.
Relative interest in France, Austria, Ireland, and Spain has surged between 20 and 30% over the past year. Malaysia, Japan, China, and South Korea are gaining market share of student interest, as are the United Arab Emirates and South Africa.
Institutions in Canada continue to struggle with government restrictions and student caps.
Relative interest in the UK has risen 12% since May last year, when the UK confirmed the Graduate Route would stay in place for international students. Student interest in the UK has increased in tandem with a decrease in interest for destinations like the US.
Australia’s market share of global student interest is 8% higher since January, potentially influenced by the drops in student interest for competitors.
Recent and rapid changes in political discourse and policy under President Trump’s administration, including funding threats and shifts in diversity and free speech regulations, are impacting enrolments.
A sharp drop in student interest for programmes in the US on Studyportals, which began last year, has translated into a drop in Postgraduate enrolments for this intake.
Since the 5th of January, absolute student interest for studying a Master’s degree on Studyportals has dropped by 54%, with the US losing 36% of its market share of total student interest.
The sharpest drops in Postgraduate enrolment were in Canada (down 31%), followed by the US and Australia (both 13% lower).
Shifting government policies, especially in major destinations like Canada, the US, the UK, and Australia, seem to be a major factor in international students’ desire to switch from the Big Four to other popular destinations.
In 2024, many countries modified their visa policies and the rules for international students as a part of their immigration strategy.
The popularity of the US as a study-abroad destination is fast eroding. Research done by Studyportals shows that international students’ interest in studying in the US has decreased to levels not seen since the height of travel restrictions connected to the pandemic in 2020–2021.
The Global Enrolment Benchmark Survey shows that January-March 2025 intake data shows 34% of schools reported a decrease in enrollment from the previous year, while 29% reported an increased enrollment, and 27% reported that enrollment remained unchanged.
The US, Canada, and Australia have witnessed the biggest drops in postgraduate enrollment, while the UK has experienced a robust recovery.
Canada saw the biggest declines in postgraduate enrollment, which were down 31%, followed by the US and Australia, both down by 13% each.
Studying in the UK is witnessing a different trend. Regulations affecting dependent visas negatively affected postgraduate enrolments in January 2024, and while that policy will continue to negatively weigh on enrolments, there is some recovery visible, relative to that intake.
Relative interest in the UK has risen 12% since May last year, when the UK confirmed the Graduate Route would stay in place for international students. Student interest in the UK has increased in tandem with a decrease in interest in destinations like the US.
However, trends for international bachelor’s and undergraduate programs show a 34% increase in reported enrollment, with 26% of institutions reporting a drop and 40% reporting no change in enrollment.
In Canada, undergraduate enrollment is one-third lower than in other countries, yet it is either constant or higher. In Australia, undergraduate enrollment increased by 9%.
Universities across the globe mentioned visa costs and delays, migration limitations, and policy uncertainty as major obstacles. According to 62% of the institutions surveyed, students face major obstacles to enrolling because of restricted government rules or difficulties getting a visa.
This comprises 70% of US universities, 86% of Australian universities, and 93% of Canadian universities surveyed. Just 6% of Asian universities that responded believe that this problem is important.
