what matters most in 2025

We’re witnessing a diversification of where students are coming from, and where they aspire to go.

Traditional study destinations like the UK, USA, Canada or Australia are still in demand, but increasingly, students are looking beyond reputation to assess what a university can really offer them and looking to alternative destinations, like mainland Europe, especially at the postgraduate level.

Edvoy’s recent research into student preferences and institution’s perceptions of what students are looking for highlights an essential truth: student priorities are changing in subtle but significant ways, and we need to pay attention to stay relevant.

It’s a buyer’s market – and students are thinking strategically

In a world where students are more connected and informed than ever, choosing a university is no longer just about prestige. The latest Edvoy data confirms that today’s applicants are approaching their choices with a consumer mindset. They’re weighing cost, work experience gained, and immigration policies.

This is, in part, why interest in mainland Europe is on the rise. In our student survey, 52% of respondents said they would consider studying in a European country, citing reasons such as lower tuition costs, access to English-taught degrees, and more favourable visa or post-study work policies.

This trend is most noticeable among students from Bangladesh, Pakistan and East African countries, who view European destinations like France, Germany, Italy and the Netherlands as offering academic value without the high price tag often associated with more traditional study destinations.

The end goal for this strategic thinking is students’ focus on employability. For many, studying abroad represents a significant financial commitment, often backed by family savings or loans. The degree isn’t just a credential – it’s a stepping stone to better job prospects, higher earnings, and in some cases, long-term residency or global mobility. Students want to know their investment will pay off, which is why post-study work rights, industry placements, and career services are becoming critical deciding factors.

Students from Bangladesh, Pakistan and East African countries view European destinations… as offering academic value without the high price tag

Bearing this in mind, the UK immigration reforms, announced on 12 May, will likely influence international students’ decisions to study in the country. The reduction in post-study work opportunities and potential increase in tuition costs could make the destination less attractive compared to other countries offering more favourable conditions. It’s paramount for universities in the UK to consider how they can compensate for the reforms by presenting students with what they are looking for.

The perception gap: what students want vs what institutions think they want

One of the most telling comparisons came from looking at the institution and student surveys responses in prioritisation. Over 60% of institutions placed university ranking in their top three recruitment assets, only 38% of students cited it as a deciding factor when comparing similar universities.

The students’ emphasis on university rankings varies by region. Students from Saudi Arabia, India, and Bangladesh most commonly ranked university prestige among their top decision-making criteria.

In contrast more than half of students placed scholarships in their top five priorities, yet less than a third of institutions saw them as a key attractor. Students from countries like Nigeria, Nepal, and Pakistan placed factors such as affordability, scholarships, and post-study work opportunities over institutional rankings. One Nigerian student said they chose Canada over the UK “because the work pathways after graduation were clearer, and there was more financial transparency up front”.

The tipping point: choosing between similar universities

Some students start their application journey with a clear vision, while others shift direction based on new information, better support, or unexpected barriers like unanticipated visa delays or hidden costs. Recruitment agents remain vital in certain markets, especially in South Asia and East Africa, where over 60% of students reported changing or refining their destination after speaking with a counsellor.

When narrowing their choices to two or three institutions offering similar courses, students’ top three differentiators that swayed their decision were:

• Industry placements and work experience opportunities – highly valued by students generally, specifically from Africa.
• Availability of scholarships or bursaries – especially for undergraduates from lower-income countries.
• Cultural fit and student community – perceived compatibility with local culture or ease of integration plays a subtle but powerful role.

One Indian student commented: “I knew what country I wanted, but the university came down to job links and cost. I actually ruled out a higher-ranked school because it didn’t have paid internship options.”

Final thought: aligning intention with action

If 2025 is shaping up to be the year of student choice, then it’s also the year for universities to double down on relevance. To win the trust of international students, we must rethink how we engage, advise, and support prospective learners.

As international study patterns continue to shift – shaped by geopolitics, affordability, and emerging destinations – we must tailor our approach in an increasingly crowded global market to thrive. The key is to understand students: culturally curious, budget-conscious, career-focused individuals seeking genuine value and long-term outcomes.

About the author: Lucy Wigginton is director of global partnerships at Edvoy. She has worked in international education for over 13 years, holding various positions for universities and education agents, globally. Her strengths lie in helping them diversify and attract more international students for both higher education and English language programs. Having studied and worked abroad in Mexico herself, Lucy is passionate about making study abroad opportunities more accessible to students from all backgrounds so they can gain the experience they need to succeed.