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11th December 2024

December Surge in Student Visas: A Turning Point for UK Recruitment?

The latest Home Office immigration stats

We look at the key trends in international student visas and their implications for higher education recruitment.

The latest Home Office data brings a mixed outlook for international student recruitment. December 2024 marked a significant rebound, with a 169% month-on-month increase in study visas issued – the largest jump in over two years. A total of 35,200 study visas were granted in December, reflecting a 15% year-on-year rise. However, despite this late surge, the overall picture for 2024 remains challenging.

Study visa issuance for the year totaled 407,900 for main applicants – a 14% decline compared to 2023. This drop can largely be attributed to immigration policy changes introduced in January 2024, which imposed restrictions on dependents, leading to an 84% reduction in dependent visas.

While the December figures provide a glimmer of hope, the sector still faces headwinds, including declines in key markets and changes in student demographics. UK universities must adapt their strategies to these new realities to remain competitive.

Key Trends in Study Visas

Education Levels:

Master’s programmes are the most impacted, with a 26% drop in visas compared to 2023, though they still account for 61% of all study visas granted.

Nationalities:

  • Chinese students lead with 103,995 visas (26%), showing stability year-on-year.
  • Indian students, the second-largest group, saw a 30% decline, primarily in master’s courses.
  • Nigerian students experienced the steepest drop, a 60% decrease from 2023.

 

Extensions:

Study visa extensions also saw a 39% reduction, with Chinese students, who represent 36% of all extensions, experiencing a 51% decline. This shift affects students’ ability to transition into work or further education in the UK, as obtaining a visa is a prerequisite for applying for work or additional studies.

View from the Lodge

UK universities must adapt their international recruitment strategies to navigate these challenges and maintain competitiveness. Here are just some of our suggestions on how:

1. Content Creation and Messaging

  • Clear Visa Guidance: Develop accessible content explaining UK visa policies, including blogs, infographics, and FAQs.
  • Success Stories: Share testimonials from students who successfully navigated visa processes and achieved academic and career success in the UK.
  • Highlight Career Outcomes: Use alumni stories to showcase how a UK degree leads to rewarding career paths and post-graduation work opportunities.

2. Targeted Audience Engagement

  • Regional Campaigns: Address specific concerns in key regions like India and Nigeria with tailored messaging.
  • Growth Markets: Invest in campaigns targeting Africa and Southeast Asia, emphasising affordability, quality, and career prospects.
  • Programme-Specific Promotion: Highlight programmes in high-demand areas like STEM and healthcare, aligning with students’ career aspirations.

3. Leveraging Media Channels

  • Social Media Influence: Engage international students via platforms like Instagram, TikTok, WeChat, and Facebook. Collaborate with influencers and Study Tubers to share authentic student experiences.
  • Engaging Video Content: Create videos showcasing campus life, academic offerings, and student support.
  • Personalised Email Outreach: Send targeted emails about applications, visa requirements, and upcoming events tailored to specific student interests.

The competition to attract international students is more intense than ever. At Hunterlodge, we specialise in innovative, data-driven strategies to help universities succeed and stand out in this competitive and changing environment.

Ready to make your university the top choice for international students? Contact Kim McLellan at kim.mclellan@hunterlodge.co.uk

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