Recent data show dramatic declines in international enrollment in the traditional hubs: Canada has seen a 60% drop in incoming students this year, the steepest since the Covid pandemic, while the US and Australia's both fell by nearly 20%. Only the UK managed to hold relatively steady.
Before Covid-19, students from major markets like China and India overwhelmingly chose one of these four countries. But that picture has changed.
According to a joint report by Studyportals and the British Council analyzing 51 million prospective students, demand for study abroad in Japan and China has surged, while Malaysia and India also show strong growth.
"The global market for academic talent is as dynamic and complex as it has ever been", said Edwin van Rest, CEO and co-founder of Studyportals, as cited in the report. "International students have proven to be of broad and unique contribution to their host countries, and some upcoming destinations are effectively making use of the current market situation to advance talent attraction".
In the same report, Fanta Aw, CEO of NAFSA-Association of International Educators, added, "Amid sweeping political shifts in the US, this survey offers a powerful snapshot... The message is unmistakable: international students are paying attention and increasingly turning away from the traditional ‘Big Four’ destinations in search of stability, opportunity, and affordability. It is really about the ‘Big Ten’ now".
Experts say Asia and the Middle East–North Africa are not only keeping more of their local students, but also attracting learners from abroad, a sign of a broader realignment in global higher education.
Tightened visa and immigration rules have accelerated that shift. Australia and Canada have capped foreign-student numbers, the UK now bans most master’s students from bringing dependents, and the US has added stricter visa checks, including social media reviews.
Rising tuition and living costs in the West have only pushed more students toward culturally familiar and affordable options closer to home.
Among the fastest-rising markets is Hong Kong, where up to half of non-local students can receive government subsidies. Investment in higher education has also boosted universities there in global rankings. Other ascendant destinations include Ireland, South Korea, Malaysia, New Zealand, Singapore, the UAE and Vietnam.
The world No. 2 were dominant throughout the 31-minute encounter, extending their flawless head-to-head record against the Koreans to 4-0 this season.
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