Emerging Markets for International Student Recruitment

October 30, 2012

A new report from World Education Services identifies four key emerging markets for international students: Saudi Arabia, Brazil, Vietnam and Turkey (listed in order of importance).  

A main message of the report is that American colleges should diversify their international student recruitment efforts beyond China, India and South Korea (which, collectively, are the source of almost half the international students in the United States today). The report also identifies key opportunities and challenges in each of the four emerging markets. In both Saudi Arabia and Brazil, massive government scholarship programs promise a continuous stream of sponsored students, but significant percentages require intensive English training before they can begin college-level coursework. In Vietnam, rapid economic growth and a large youth population have fueled demand, but financing remains a challenge. In Turkey, building on collaborations is key: the country is host to the third-largest number of joint or dual degree programs with U.S. universities. Yet, cracking the Turkish recruitment market – which is heavily oriented toward graduate students -- seems to be particularly difficult.

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