What International Students Look For: Scholarships, Safety & Study Abroad Trends
The decision to study abroad is probably one of the biggest decisions a
young adult and their family will take. For decades, the focus was on
academic prestige (somehow related to rank and respected faculty). The
conversation has now shifted completely.
After global unrest, the movement of economics, and post-COVID realities,
international students are noticing a more holistic and practical
perspective. Their choice is now predicated on three non-negotiable
pillars: Affordability (Scholarships), Personal Security (Safety &
Wellbeing), and a Direct Pathway to a Successful Career.
This strategic report provides a
university
leadership, admissions, and recruitment professionals an insightful,
data-led view of these emerging priorities. Understanding this mindset is
essential to attracting and supporting the next generation of global
students.
The Evolving International Student Mindset in 2025
Today's global applicants are well-informed, skeptical, and value-driven.
They refer to data—not shiny brochures—to produce their decisions. The
priorities list has shifted dramatically.
Affordability vs. prestige: According to
recent international student surveys , the single most important consideration for
prospective students is
the cost of living and scholarships. While a quality education is still
important, low tuition, and low daily cost considerations determine
where students can even afford to go. An ApplyBoard survey found that
77% of students picked affordable tuition fees as the most chosen
determining factor.
The Practicality Test: Students are laser focused on what happens
next after graduation. They are not simply interested in airy promises;
they want a specific pathway toward employment. A high rate of graduate
employment and high-demand upcoming careers have become non-negotiable
requirements.
New Judging Criteria for Quality: Today's students will not judge
a university's quality simply on measured research output: students
today care about the university's social conscience. They will have a
great care for diversity, sustainability, and really feeling welcome.
The
QS World University
Rankings : Sustainability 2025 now recognizes these factors as crucial to
institutional quality.
To get a better understanding of what is changing in the student mind,
read our article on
what international students
really want from an international
university .
Scholarships and Financial Aid: Making Dreams a Reality
It is costly to study abroad and with inflation and rising cost of living
being felt everywhere in the world, it is one more economic burden on most
families. Scholarships have transitioned from being a nice added bonus to
an absolute necessity for students pursuing a world-class education. The
ICEF Agent Voice survey found that ease of getting a visa and
affordability are currently the most pressing student concerns.
The Necessity of Transparent Financial Discourse
Universities must embrace radical transparency regarding expenses.
Families do not look at just a tuition fee; they look at what they spend
in total to engage in their entire financial commitments, including
tuition, insurance, housing, and actually living in the city.
Financial Aid is Attractive: Institutions that provide attractive
financial aid packages that are accessible—be it from merit-based
scholarships, bursaries, or campus work—will be more desirable to
students.
Demonstrate program transparency: Families are extremely focused
on prestige national scholarship programs such as
Chevening (UK),
Fulbright
(US), and
Australia Awards .
Provide some ROI: The hiring communication must position the
education program, from the outset, as a good financial decision,
meaning that it will link the cost of the program to measurable results,
such as a prospective starting salary and a clear path provided by
Post-Study Work Visas (PSWV) as a key measure of value.
Safety and Wellbeing: The Assurance Parents Need
In contemporary society, a student's perception of security (both physical
and emotional) is of high importance. Many families, particularly those
sending a child abroad for the first time, indicate that safety has become
their primary emotional footprint determining their destination choice.
Surveys show personal safety was among the top factors for an increasing
number of students.
A Broader Definition of "Safe"
The conversation about safety has expanded from campus gates to
comprehensive care. Universities must showcase a commitment to all facets
of student wellbeing:
Physical Security: This means explicitly detailing campus
security measures, like well-lit areas and emergency systems. Most
importantly, it means discussing the political and social stability of
the host city.
Mental & Emotional Health & Wellness: Being overseas is
isolating. Students need to have access to mental health services 24/7,
culturally sensitive support services, and the orientation program needs
to help students acclimatize to culture shock and isolation. The
International Student Safety Report 2025
highlights how universities are investing heavily in safety apps, mental
health services, and housing protections to reassure students.
Inclusion & Belonging: Real safety entails actually being
welcomed. Students feel unwelcome, they say. Colleges and universities
must undertake radical changes to be more sensitive to harassment and
discrimination and to build an open and welcoming campus climate to
diversity, and not only tolerate it.
Trend in International Study Abroad for 2025
More and more pertinent, certain demographic trends are reshaping where
and how students are opting to learn. These are clear signals for
institutional strategy.
The PS-WV Gateway: The most powerful recruitment tool today is
the Post-Study Work Visa (PSWV). Options like the UK’s Graduate Route or
Canada's Post-Graduation Work Permit are seen as necessary steps toward
gaining international experience and recouping the investment. Any
country that adopts restrictive visa policies will be at significant
risk of a sharp drop in attractiveness. For more specific insights on
what makes the largest market appealing, read our article on
the top reasons why international students want to study in the US .
High-Demand Areas Norm: Students are headed toward STEM programs,
Business Analytics, and any Sustainability (i.e., Renewable Energy,
Sustainable Management) related disciplines. These are viewed as
"future-proof" degrees with high global employability.
A Nod to Flexibility: The pandemic normalized the utilization of
online tools. While an in-person learning experience cannot be replaced,
students are now conscious of institutions that provide flexibility.
This took the form of hybrid courses, micro-credentialing, or even
simply having the option of utilizing digital resources.
The Role of University Reputation and Rankings
University rankings still matter as an initial filter, but they are no
longer the final word. A high ranking must now be backed up by tangible
evidence of a positive student experience.
New Measures of Prestige: Students look beyond the Academic
Reputation score and focus on: Graduate Employability, Student Support,
Diversity, and the institution’s research impact on real-world issues.
The Power of Real Stories: Universities should de-emphasize their
ranking number and instead focus on authentic storytelling. Case studies
of a graduate from a specific region who successfully secured a job
using their PSWV are far more persuasive than a list of Nobel
Laureates.
Aligning Recruitment Strategies with Student Expectations
To succeed in this fiercely competitive market, universities and
recruitment agencies need to change from a marketing-first to a
value-first partnership model.
Old Recruitment Focus (What We Promote)
New Student Expectation (What They Demand)
Strategic Action for Universities
"We are a world-leading institution."
"Prove my investment is safe with a clear path to a
job."
Integrate employability data and alumni success into
every piece of communication.
"Scholarships are available."
"Show me the exact financial package I can expect."
Publish clear, easy-to-understand information on total
cost and aid likelihood for specific
regions/programs.
"We have campus security."
"Show me your mental health support and anti-racism
policies."
Prominently detail all wellbeing services and inclusion
efforts on your website and in welcome packs.
Conclusion: Earning Trust in a New Era
In 2025, the international student market will be inhabited by students in
search of value, safety, and assurances for their future. Their choice is
an emotional leap of faith based on a pragmatic business case.
The universities that will win the race for global talent will be those
that go beyond marketing slogans and present authentic and credible
evidence of commitment to the student’s total experience. Institutions
that have affordability, wellbeing, and career readiness as the backbone
of their strategy will win not just the best students, but trust and
loyalty that lasts. To assist institutions to negotiate this competitive
scene, we have developed
a step-by-step guide to developing a successful international student
recruitment strategy .
Institutions which prioritize affordability, wellbeing, and career
readiness at the centre of their approach will be the victors in the
overseas talent war. For more strategic insights, visit us at
UniNewsletter .
26-05-2023
American University of Ras Al Khaimah 
Featured Video
