The landscape of global international student mobility is undergoing significant change. The United States, United Kingdom, Canada, and Australia—long considered the top study destinations—are losing market share. Meanwhile, several non-traditional study destinations in Asia and Europe are attracting increasing numbers of international students, thanks to more welcoming immigration policies, lower tuition fees, and strong academic reputations.
According to the latest Global Enrollment Benchmark Survey by Studyportals, European countries like Germany, Italy, the Netherlands, France, and Sweden are rapidly emerging as popular destinations. At the same time, Asian countries including Malaysia, Japan, China, and South Korea are expanding their market share. Emerging destinations such as the UAE and South Africa are also witnessing growing interest.
The traditional “Big Four” countries face a dual challenge of tightening policies and waning student interest. Many nations have revised immigration regulations to limit international student enrollment, intensifying market pressures. Canadian institutions continue to grapple with government-imposed caps and student quotas. Since the UK confirmed its commitment to the Graduate Route visa in May last year, its appeal has risen by 12%, though interest in the US and similar countries continues to decline.
Since early 2025, Australia’s share of the global student interest market has increased by 8%, partly benefiting from declining interest in the US, UK, and Canada. During the Trump administration, rapid shifts in US political and immigration policies, coupled with funding threats and changes in diversity and free speech regulations, negatively impacted international student enrollment.
Studyportals data show a sharp decline in interest in US master’s programs since last year, resulting in fewer graduate enrollments. After January 5, student interest in US master’s degrees dropped by 54%, and its overall market share decreased by 36%. Graduate enrollments in Canada fell 31%, while the US and Australia each saw a 13% decline.
Policy changes have been identified as a key driver pushing international students away from the traditional Big Four toward other emerging destinations. In 2024, many countries adjusted visa rules and international student regulations as part of broader immigration strategies.
The Global Enrollment Benchmark Survey reveals that in Q1 2025, 34% of schools reported lower enrollments compared to the previous year, 29% saw increases, and 27% remained steady. Graduate enrollments fell most sharply in the US, Canada, and Australia, while the UK experienced a robust recovery.
The UK’s resurgence is largely due to ongoing support for the Graduate Route visa. Although new dependent visa rules caused short-term negative impacts on some graduate enrollments, overall numbers are recovering. Undergraduate and international bachelor’s enrollments have grown significantly, increasing by 34%.
Canada’s undergraduate enrollment rate remains one-third lower than other countries but has stabilized or shown slight growth. Australia’s undergraduate enrollment increased by 9%. These trends suggest students are increasingly prioritizing policy stability and visa accessibility when selecting study destinations.
High visa costs, processing delays, immigration restrictions, and policy uncertainty remain major challenges for universities worldwide. Sixty-two percent of surveyed institutions reported significant barriers to student enrollment due to government regulations and visa difficulties. This concern was expressed by 70% of US universities, 86% of Australian, and 93% of Canadian institutions, while only 6% of Asian universities shared this view.
In summary, factors such as immigration policies, tuition affordability, and career pathways are increasingly decisive in international students’ choice of study destinations. Asia and Europe’s emerging education markets are rising rapidly, placing unprecedented competitive pressure on traditional study powerhouses.
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