During the course of 2021, the world is poised to slowly emerge from the COVID-19 pandemic. Much has been made of the supposed foundational changes to international education since the start of 2020 – with some suggesting irrevocable changes. This session argues that British Columbia – in line with responses to past crisis – will settle in predictable patterns once the pandemic has been brought under control. What this means for British Columbia’s education providers is that they have to compete, again, on mostly known albeit shifting parameters. This session will discuss the role of British Columbia from a competitive vantage point by sharing analysis on metrics such as rankings, social media, branding, and student mobility. The argument is made that the fundamentals have always mattered, and that the COVID-19 pandemic is anything created a flight to quality. The session concludes with a discussion with participants on how BC institutions can respond to these findings. Please note this session is in Zoom meeting format and may require (optional) audience video/audio participation.