South Africa (SA), recognized as Africa’s foremost international study hub, stands poised to attract a growing number of international students. This surge is largely driven by recent policy changes in the traditional big four study destinations: the United Kingdom, Canada, the United States, and Australia. These alterations have introduced new barriers for prospective students, creating an opportunity for South Africa's larger metropolitan universities to thrive.

According to an analysis conducted by the Dutch organization Studyportals, there is a notable trend where South African universities gain popularity whenever opportunities in the big four countries diminish. This analysis encompasses 4,558 degree programs across 27 institutions within South Africa.

Currently, South Africa ranks as the 19th most sought-after destination globally, comparable to countries like Switzerland and Denmark, ranked just above it. The nation captures approximately 1.4% of global student interest, as highlighted during the 26th annual conference of the International Education Association of South Africa held in Johannesburg in August 2024.

To fully leverage the declining interest in the big four destinations, South Africa faces competition from Italy, which is similarly positioning itself to attract international students who may find admission into these prominent universities increasingly challenging.

“While we have observed a gradual increase in page views year-over-year, akin to trends seen in European study destinations, interest in South Africa particularly spikes when enthusiasm for the big four wanes,” noted Damaris Clark, a data analytics consultant at Studyportals, during her conference presentation. The highest levels of interest in South Africa as a study destination are seen among Indian students, followed by American and Nigerian students.

To capitalize on this shift in student preferences, major universities in South Africa must engage in robust marketing efforts. This is crucial as these institutions are favored by many international students from outside the African continent. Gyles Hawkins, leader of the Studyportals team collaborating with universities across Europe, the Middle East, and Africa, emphasized this point: “Smaller South African universities and even some larger ones located outside major cities have reported that international students typically prefer studying at larger universities situated in urban centers like Johannesburg, Pretoria, and Cape Town.”

Hawkins further elaborated that these metropolitan universities are likely to attract international students from beyond the region but will need to promote themselves vigorously to achieve optimal results. Other nations are also eager to seize the opportunities created by the policy shifts affecting the Big Four.

Students from various African nations who previously met financial and visa requirements for the big four but now face challenges present a significant opportunity for South African universities. “Once again, those who actively market their offerings will be best positioned to benefit,” Hawkins stated in an interview with University World News.

South Africa remains the most popular study destination on the African continent, attracting an impressive 75.6% of student interest. Namibia follows at a distant second with 6.3%, while Uganda holds third position with 5.4%. Kenya and Nigeria account for 4.8% and 2.6%, respectively. Notably, over 85% of programs searched by students are offered on-campus, with 10% available online, according to Clark’s analysis.

Medicine and health, as well as computer science and information technology, offer strong market opportunities. In terms of the popularity of medicine and health programs at both master’s and bachelor’s levels, South Africa ranks among the top ten destinations globally. Business management, engineering, and technology also remain highly regarded fields of study.

The analysis indicates that most Indian students interested in studying in South Africa are inclined towards master’s degrees. Conversely, American students show a greater interest in undergraduate programs.

In conclusion, as global dynamics shift due to policy changes in traditional study destinations, South African universities stand at a pivotal moment to attract a diverse range of international students through strategic promotion and engagement.