How European higher education institutions are tackling turbulent times in international student recruitment

 With government policies tightening, markets shifting, and student preferences evolving, the need for timely, actionable insights has never been greater. Enter the Global Enrolment Benchmark Survey, a new initiative that empowers higher education institutions to navigate these tumultuous waters with real-time data and global perspectives. 

Co-created by NAFSA: Association of International Educators, the Oxford Test of English, and Studyportals Analytics and Consulting, the results from this survey offer something traditional data sources cannot: immediacy. Unlike national statistics that may take years to compile, the survey delivers up-to-the-minute insights, enabling higher education institutions to anticipate and adapt to trends in student demand, emerging markets, and policy shifts. 

With responses from 365 higher education institutions across 66 countries, including 99 institutions from 25 European nations, the survey shines a revealing light on the challenges and opportunities facing higher education. The results capture a snapshot of an industry grappling with complex obstacles while striving to diversify and grow. 

Undergraduate and postgraduate enrolments in Europe 

When looking at the data collected regarding undergraduate and postgraduate enrolments in Europe, we see similar trends for both groups. 37% of responding institutions in European countries reported higher undergraduate enrolments compared to the same intake last year. 39% said enrolments were lower, while 24% said enrolments stayed the same. 42% of responding institutions in European countries reported higher postgraduate enrolments compared to the same intake last year. 31% said enrolments stayed the same, while 27% said enrolments were lower.

Europe in the Spotlight 

The survey asked institutions to what extent different issues had been obstacles students needed to overcome in order to enrol at their institutions. Nearly half (49%) of European institutions cite restrictive government policies and visa hurdles as a significant issue. These concerns are particularly pronounced in countries like the Netherlands, where recent debates around English-taught programmes and reputational concerns have dominated the discourse. Italy, too, faces its own set of challenges, with institutions reporting consistent struggles in securing visas for non-EU nationals. 

Meeting academic admissions criteria is a significant challenge flagged by 24% of European institutions, which is considerably higher than the global average of 14%. This highlights a growing concern over alignment between the educational preparation of international applicants and the expectations of European higher education institutions. 

European institutions also saw a lack of suitable housing and accommodation as a significant issue. This is a pressing issue for 37% of European institutions, compared to a global average of 29%. With rising costs and urban housing pressures, this is a challenge that demands innovative solutions. 

Looking ahead to 2025 

The survey asked institutions about the likelihood of various initiatives over the next 12 months, such as diversifying into new markets or expanding online programmes.  

Over one-third (36%) of European institutions report plans to diversify into new markets. With traditional source countries like India and Nigeria experiencing saturation, economic or geopolitical challenges, higher education institutions are exploring opportunities in emerging regions to broaden their reach. 

 Surprisingly, European institutions show less enthusiasm for leveraging artificial intelligence in recruitment and enrolment processes or expanding online programmes than their peers in other regions. 22% of all institutions surveyed saw the expansion of online programmes as very likely over the next 12 months, compared to just 5% of institutions in European countries.  21% of institutions surveyed globally expected the increased use of artificial intelligence in recruitment and enrolment management. This compares to just 12% of institutions in European countries.  While global trends point toward a digital-first approach, European countries seem to be taking a more cautious stance.  

One in five European institutions is embracing more aggressive enrolment goals over the next 12 months. reflecting the broader competition for international talent and the financial imperative to attract fee-paying students. Globally almost a third of higher education institutions surveyed saw more aggressive enrolment goals as being very likely over the next 12 months, with institutions in African countries and in the US the most likely to see more aggressive enrolment goals ahead. 

 Whether it’s addressing visa bottlenecks, exploring new markets, or rethinking student housing, Europe’s higher education institutions must innovate to remain competitive. The path forward may be uncertain, but with data-driven decision-making, the region has the tools to thrive in an increasingly interconnected world.