For years, the "Big Four"; Australia, Canada, the UK, and the US; dominated the international student landscape. But a seismic shift is underway, with students looking beyond these traditional powerhouses. This change is driven by a confluence of factors, including evolving student priorities and strategic initiatives from emerging destinations.

A New Breed of Student

Today's students are more discerning than ever. They're exploring a wider range of options, applying to four or five programs, and considering institutions in more destinations than previous generations. This trend, fueled by a desire for affordability, fast visa processing, and geographic and cultural proximity, is expected to continue in the long term.

The Rise of English-Taught Programs

The proliferation of English-taught degree programs in non-English-speaking countries has further broadened the horizon for students. This opens up opportunities to study in diverse cultural settings while still benefiting from the convenience of an English-language curriculum.

The Appeal of Emerging Destinations

Countries like Japan and South Korea are actively pursuing international students. Faced with shrinking domestic student populations, they're seeking to attract talent in key areas of their labor markets. This has created a competitive landscape where emerging destinations are actively vying for international students.

Shifting Priorities

The traditional emphasis on reputation and teaching credentials is being challenged. Students are prioritizing affordability and work opportunities during and after their studies. This shift in priorities creates a distinct advantage for emerging destinations, as they offer a more cost-effective education and greater opportunities for work experience.

While traditional study abroad destinations like the US, UK, Canada, and Australia have long dominated the international student market, a new wave of students are looking beyond the "Big Four" for their educational journey. This shift is driven by a combination of factors, including:

Economic Opportunities: Countries like Germany are attracting students with strong career prospects and clear post-study work rights. Dr. Florian Hummel, vice-rector for international affairs at the International University of Applied Sciences (IU) in Germany, highlights the growing number of students from the Indian subcontinent choosing IU due to these advantages.

Cost of Living: While affordability is a major factor for many students, more expensive destinations like Japan still attract significant numbers by offering unique educational and cultural experiences. Japan welcomed an additional 50,000 international students in 2023, demonstrating the appeal of its high-quality education system despite its higher cost of living.

Beyond Economics: Students are considering factors beyond cost and career prospects. Sustainability, national sentiment toward international students, and mental health are all playing a role in their decision-making process. This trend is contributing to the rise of destinations like Germany, France, and Finland, which are renowned for their strong social welfare systems and welcoming environments.

The Challenges of Growth: While the expansion of study-abroad options is positive for students, it also presents challenges for institutions. The influx of applications puts pressure on administrative functions and leads to delays in processing. To maintain a positive reputation and ensure student satisfaction, institutions must prioritize speedy and effective responses to inquiries and applications.

The traditional "Big Four" study-abroad destinations are facing increasing competition from countries in Asia and Europe. These emerging destinations are seeking to attract international students, recognizing the economic and social benefits of a diverse student population.

Asia's Rise: China, for example, has seen a doubling of international students in the past decade, with a healthy contingent coming from other Asian countries. This demonstrates China's growing influence as a regional hub for education. Japan is also aiming to host 400,000 international students within the next decade, while South Korea's Deputy Prime Minister and Education Minister Lee Ju-ho has declared that "Now is the time to attract foreign talent strategically."

Europe's Appeal: Germany, a popular destination for international students, is supported by the Deutscher Akademischer Austauschdienst (DAAD), the world's largest funding organization for international exchange of students and researchers. This demonstrates the government's commitment to attracting and supporting international students.

Global Collaboration: The trend of attracting international students is not limited to specific regions. Countries like China are investing in infrastructure and offering scholarships to attract students from around the world. This global collaboration is creating a more diverse and competitive landscape for international education.

The number of English-taught programs (ETPs) outside the Big Four has doubled since 2019 in regions like South Asia, China, the Middle East and North Africa, and the rest of Asia. This growth has led to a decrease in market share for the Big Four, dropping to 78% this year from 82% in 2021. 

While Europe is seeing a slowdown in ETP growth, it remains a popular destination for international students, with countries like Germany and France enrolling over 400,000 students last year. Germany's IU University, one of the largest in the country, offers nearly 200 programs, with almost half taught in English or German. The appeal of European institutions beyond the UK has increased among students from South Asia, the Middle East, and Africa, with interest surging over 90%. China, Hong Kong, and Macau have also seen a 25% increase in interest in non-UK European institutions, but even greater growth in the appeal of institutions in Southeast Asia and the rest of Asia.

The INTO Global Agent Survey 2024 shows that European and Asian destinations are becoming attractive to students. New policies in the Big Four destinations are driving students to seek alternatives, such as New Zealand and Ireland, which have seen a dramatic surge in applications this year. Transnational education (TNE) is also expanding, with regional hubs, remote delivery, and branch campuses becoming more common. The UK dominates the TNE market, accounting for 75% with around 580,000 students enrolled. Australia and the US are key players, particularly in Asia and the Middle East. 

China is expanding its TNE offering and becoming an influential player. Student mobility beyond the Big Four is being defined by strategies to deliver practical outcomes and relevant experiences. Dr. Fanta Aw, the executive director, and chief executive officer of NAFSA: Association of International Educators, suggests that we should be thinking about the 20 major countries instead of the Big Four because students should have choices to get the best education that is right for them.