A Changing Landscape in Key Markets

The Netherlands: Press Pause on International Recruitment

In early 2023, the Dutch government requested that universities temporarily suspend active international recruitment, citing concerns over capacity, particularly in terms of housing availability. This has caused a ripple effect of uncertainty for both universities and prospective international students, potentially slowing the intake of students who have long viewed the Netherlands as a top education destination. This year’s growth in international student numbers was only 5.4%, the lowest in a decade, indicating a significant shift in the country’s appeal to prospective students.

Canada: Visa Caps Create Uncertainty

Meanwhile, in Canada, the government has imposed a cap on international student visas for the next two years due to growing housing shortages, and this cap is expected to reduce the number of visas issued by 35% during that period. Despite international students contributing over $31 billion to the Canadian economy in 2022, this move has created anxiety among students and universities alike, slowing interest and casting doubt on Canada’s ability to maintain its standing as a top destination for global talent.

Australia: Policy Shifts and Waning Interest

Australia, traditionally one of the most welcoming markets for international students, has seen a decline in student interest following recent policy shifts, including the decision to limit new international student commencements to 270,000 in 2025, across higher education and vocational training sectors. With concerns over student accommodation and capacity continuing to grow, this cap has raised doubts about Australia’s ability to maintain its strong appeal, leaving universities to navigate an increasingly challenging environment.

The UK: Navigating Post-Brexit Challenges

Post-Brexit, the UK’s international education sector has been grappling with policy changes that have significantly impacted international recruitment. Strict visa rules, rising tuition fees, and shifting political sentiment have made it increasingly difficult for universities to attract and retain international students. Experts have warned that the country’s financial dependence on international students only heightens the need to address concerns about the admission of large numbers from overseas, making it more crucial than ever for the UK to develop sustainable recruitment strategies.

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The Cost of Inaction: A Missed Opportunity

In times of uncertainty, the natural reaction may be to pause and wait for more favorable conditions. But in the case of international student recruitment, inaction carries a heavy cost. The institutions that fail to act now risk losing out in several ways:

1. Increased Competition When Policies Shift: As visa restrictions are lifted or relaxed in the future, the competition for international students will intensify. Universities that have already invested in creating a standout student experience will be the first to benefit from renewed interest, while others may find themselves scrambling to catch up.
2. Reputation Matters More Than Ever: Even in uncertain times, students still value institutions that demonstrate a commitment to their success and well-being. By investing in the student experience, universities not only attract students now but build a long-lasting reputation that will continue to pay dividends when the market rebounds.
3. Student Expectations Don’t Decline: Even with tightening policies and restrictions, prospective students still expect personalized, high-quality support from the universities they choose. Failing to meet these expectations will result in lower conversion rates and decreased student satisfaction.
4. Missed Conversion Opportunities: The period between admission and enrollment is critical. Optimizing the student experience during this phase can significantly improve conversion rates, ensuring that admitted students follow through on their decision to enroll.

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What Can Be Controlled: Optimizing the Student Experience

While universities may not be able to influence government policies, they can absolutely control the quality of the experience they provide to their students. Optimizing the student experience is a proactive strategy that universities can deploy right now to weather the current storm and position themselves for future success.

Building Community and Engagement

Creating a sense of community is essential for helping students feel connected, supported, and engaged, particularly during the pre-arrival phase. Platforms like Goin’ allow universities to offer dedicated spaces where students can connect with peers, share information, and start building relationships before they even set foot on campus. This early engagement creates a sense of belonging, making it more likely that students will remain committed to their decision to enroll.

Providing Clear and Consistent Communication

Students need clarity, especially during uncertain times. While it's important for universities to maintain consistent communication on topics like visa processes, housing availability, and orientation programs, what truly sets institutions apart is how they create positive touch points along the way. One effective way to do this is by facilitating early connections through platforms like Goin’, where students can start building friendships before they even arrive on campus. These connections help reduce anxiety and build a sense of belonging, ensuring that students feel supported and excited about their journey.

Offering Personalized Support

The importance of personalized support cannot be overstated. From academic advice to housing assistance, universities that tailor their services to individual student needs will be much better positioned to retain students during the critical pre-arrival period. Tools like Goin’ can provide valuable insights into what students are specifically looking for and where they need the most help, allowing universities to offer targeted and meaningful support. This personalized attention shows students that they are more than just a number—they are valued individuals whose success truly matters.

Leveraging Digital Touchpoints

In a world that is increasingly digital, students expect seamless online interactions. Universities that invest in creating user-friendly digital platforms—from virtual events to automated chat systems—will be able to engage students effectively and ensure that they feel supported throughout their journey.

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First-Mover Advantage: The Power of Acting Now

The universities that choose to invest in their student experience now will be the ones that reap the benefits when policies change, and international student recruitment rebounds. By focusing on what they can control—namely, the quality of the student journey—they will distinguish themselves from competitors who may have paused their efforts.

First movers will have already built a foundation of trust and engagement with students, while those that delayed action will be left trying to catch up. When the market opens up again, students will remember the institutions that supported them during the most uncertain times.

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The Opportunity to Build Now for the Future

As governments tighten visa policies and international recruitment slows, it may seem tempting to wait for better conditions. But for universities, the most important move they can make right now is to focus on optimizing the student experience. Investing in the student journey and optimizing the funnel will ensure that universities are ready to thrive when sentiment shifts and markets reopen, positioning them for success.

By focusing on what they can control, universities can build lasting relationships with students, improve conversion rates, and emerge as leaders in international education. The opportunity is here—and the time to act is now.