2024 hadn’t looked good for UK international student recruitment. Data from QS revealed a year-on-year decline in offers accepted, with post-92 and modern universities hit hardest. Deposits from Nigerian students at post-92 universities fell 40%, following an 82% drop between 2022 and 2023. Modern universities faced a similar 59% decline, erasing prior growth.
Russell Group universities fared better, with increases in demand driven by Chinese students (up 39%) and Indian students (up 22%). However, risks remain, including rising UK living costs and global competition from countries like the US, Australia, and Canada.
Opportunities also surfaced in less traditional markets. Senegal, Sierra Leone, and Uganda showed growing interest, signalling potential for diversification. Still, by September 2024, the outlook remained cautious, with acceptances down 19%, deposits down 12%, and a 23% drop compared to 2022.
Promising Growth in January 2025 Intake
Against this backdrop, the January 2025 intake brings much-needed optimism. Times Higher Education reports Enroly, a platform supporting universities in global recruitment, shows a 27% increase in deposits and a 14% rise in Confirmation of Acceptance for Studies (CAS) issuances compared to the same period last year.
Adding to this optimistic picture, The Pie News reports that UniQuest has also seen a 31% year-on-year increase in firm acceptances for January 2025, based on analysis of over 40,000 applications. These figures suggest a sector rebounding from 2024’s challenges, buoyed by strategic shifts and renewed international interest.
Emerging Markets Drive Growth
Key growth markets have played a pivotal role in this recovery, as highlighted by Enroly:
- Nepal: Deposits surged by an extraordinary 194%, positioning Nepal as a rising competitor to Nigeria among the UK’s top source markets.
- East and West Africa: Deposits increased by 84% and 27%, respectively, driven by strong demand from Kenya and Nigeria.
- South Asia: A 31% rise in deposits underlines the region’s continued importance to UK recruitment efforts.
Meanwhile, UniQuest’s findings complement this narrative, particularly noting growth in firm acceptances from India (up 11%) and Pakistan (up 91%). Both datasets point to robust interest in business and management postgraduate courses, as well as computing programs focusing on AI and data science, further strengthening the UK’s position in key disciplines.
However, regional variations persist. Deposits from the Middle East fell by 31%, and East Asia saw a 33% decline, highlighting the need for universities to adapt their strategies to shifting dynamics.
Resilience Across Levels of Study
The growth in January 2025 is reflected across study levels:
- Postgraduate Research: Enroly reported a 15% increase in deposits year-on-year.
- Undergraduate Students: Deposits grew by 7%, while CAS issuances surged by 43%, according to Enroly data.
- Postgraduate Taught: Despite a slight decline in deposits reported by Enroly, UniQuest highlights strong demand in postgraduate business and computing programs, showing resilience in key disciplines.
Shifting Perceptions of the January Intake
Traditionally viewed as secondary to September enrolments, the January intake is now being recognised as a strategic opportunity. Enroly’s report emphasises the potential to diversify recruitment efforts and strengthen the global standing of UK higher education.
“The data signals not only a recovery from previous challenges but also an opportunity to reposition January as a cornerstone of international recruitment efforts,” said Enroly’s Chief Executive, Jeff Williams.
Bright Prospects Ahead
Enroly’s and UniQuest’s findings highlight the adaptability of the UK higher education sector in the face of global challenges. By prioritising emerging markets and refining recruitment strategies, universities can capitalise on these opportunities.
“The consistent year-on-year growth reflects the resilience of UK higher education and its ability to adapt to global trends,” Williams added. “By focusing on emerging markets and continuing to refine our approach, we can unlock even greater opportunities to attract and support international students.”
With the January intake evolving into a pivotal recruitment period, the sector’s future looks bright.
View from the Lodge
If UK universities want to stay ahead, it’s time to adapt their international recruitment strategies.
1. Targeted Student Recruitment Campaigns
We use data-driven insights to develop campaigns that resonate with specific student personas, targeting domestic, international, or postgraduate audiences. For instance:
We create campaigns that highlight key motivators like peer connections, affordability, and reach students on platforms they use most, such as Instagram, WhatsApp, WeChat, and Weibo. This approach has led to a measurable increase in inquiries and applications. Our approach ensures the right message reaches the right audience, maximising ROI and enrolment outcomes.
2. Enhancing Brand Reputation
Hunterlodge specialises in boosting universities’ visibility among prospective students, employers, and academic partners. Through thought-leadership campaigns and showcasing groundbreaking research, we help universities build a strong academic reputation, which directly influences rankings and student interest. We position universities as leaders in their field by promoting achievements via compelling creative content and strategic media placements.
3. Maximising the January Intake Opportunity
The January intake offers a unique chance to attract diverse student groups and tap into emerging markets. At Hunterlodge, we help institutions optimise this period by designing targeted marketing strategies, streamlining communications, and offering tailored messaging for prospective students. By emphasising flexibility and clear pathways, we ensure universities can fully harness the potential of this growing enrolment cycle.
The competition to attract international students is intensifying, but at Hunterlodge, we recognise the importance of agility in responding to market trends—and we’re excited to embrace this challenge. So, if you need an agency that thinks differently and has its fingers on the pulse, get in touch directly kim.mclellan@hunterlodge.co.uk