Following the UK, international students’ perceptions of Canada have rebounded, lifting the destination back into second place despite 20 months of policy turbulence, a new ApplyBoard survey of recruitment professionals has found.
“The findings confirm that international student demand remains strong and resilient, but also increasingly diverse and cost-conscious.” ApplyBoard CEO Meti Basiri told The PIE News.
“For the first time since Q3 2023, more than 20% of recruitment professionals reported working with significantly more students quarter-over-quarter,” he said, adding: “Demand is not slowing down.”
Of the 400 respondents, 82% said their students found the UK appealing, which was reinforced by a 16% year-over-year increase in visa demand in Q2 2025 – the third consecutive quarter of growth.
Meanwhile, only half of respondents agreed that the US was an open, safe and welcoming destination for international students this fall, dropping nearly 25% since spring 2025.
Since Trump’s second inauguration, the policy environment for international students in the US has become increasingly challenging. Last week, the government announced a $100,000 H-1B visa fee hike, as three in four college leaders cited “extreme concern” over federal policies.
“That said, the US’s academic reputation remains a strong draw,” said Basiri. “Two-thirds of respondents said their students still view it as attractive, underscoring its enduring appeal despite perception challenges.”
The survey revealed students are increasingly prioritising affordability, which emerged as the top concern for 91% of international students when choosing a study destination, followed by post-study work opportunities (88%) and cost of living (77%).
International student demand remains strong and resilient, but also increasingly diverse and cost-conscious
Meti Basiri, ApplyBoard
Notably, nearly three quarters of recruiters reported students are considering destinations beyond the ‘big four’, with a strong growth in European alternatives.
One of the “most striking” findinds, according to Basiri, was the rise of New Zealand, which saw interest nearly double since spring, with 21% of respondents citing the country as a preferred choice.
The findings represent a vote of confidence in New Zealand’s ambitious growth plans to attract 35,000 more international students in the next decade, with the survey’s authors highlighting the country’s “diverse study opportunities, laid-back culture, beautiful cities and wild spaces” as driving factors of growth.
As global competition for students intensifies and the dominance of traditional destinations wanes, Basiri said institutions that balance affordability and career outcomes would be best positioned to “attract the next generation of itnernational learners”.
He highlighted Germany’s success in both of these offerings, with the country’s continued rise as a study destination well reported on across the sector.
The survey found 60% of respondents indicated Germany was an attractive destination, dipping slighty since spring but seeing a year-on-year rise of 7%.
Interest in Australia also remained strong at 66%, along with 50% of respondents citing Ireland’s appeal among international students.
Respondents also nodded to the rise in student increase across the UAE and Asia, highlighting mainland China, Japan, and South Korea in particular.
