In 2025, student decision-making is more complex than ever. For those who are supporting students, priorities are shifting in real time. This session shares grounded insights from a survey of over 250 global recruitment partners who work directly with prospective students every day.

The survey results challenge outdated assumptions. Today’s students are weighing cost, visa policy, work-integrated learning opportunities, and graduation outcomes more heavily than prestige, geography, or traditional rankings. With visa barriers increasing, affordability tightening, and destination preferences evolving, this session highlights the real conversations shaping international education from the ground up.

This session will also explore how institutions can adapt their messaging, tone, and channels to better align with what is important to students today. From shifting the narrative away from academic prestige toward value and outcomes, to reaching students earlier and more authentically, this session offers practical takeaways for recruitment, marketing, and communications professionals alike.