The international student market in the US is experiencing a big shift. Recent years have seen a notable decline in students from China, with the US State Department recently announcing that they awarded 20,000 fewer visas in 2023 than pre-COVID. What was once a large (and over-relied upon) market for international students studying in the US, is now slowing.  

Taking its place is the same country who took pole position from China recently for largest population on Earth: India. President Narendra Modi is driving for a more educated India, and this has resulted in a boom of its outbound students. In the last year, Indian students at US institutions increased by a huge 35%. 

Understanding the undercurrents driving these shifts and the nuances between marketing to each of these giants is crucial for a successful international student funnel.

Employability focus

Indian students often seek to remain in the United States post-graduation for employment opportunities. A recent survey saw 58% of respondents from South Asia say that a high graduate employability rate is the most important consideration when thinking of graduate outcomes. 

Their Chinese counterparts are more likely to return to their country of origin for their first job role, hence the weight they put on international rankings. If you’re targeting Indian students, highlighting programs such as Co-ops and industry partnerships speaks directly to their end goal – securing employment in the US.

Affordability concerns

Within the same survey, only 38% of Indian students had the financial backing of their family or parents. This is the starkest difference when targeting students from China – where that figure sits at 79%.
With a significant portion of Indian students relying on scholarships and loans to fund their education, marketing strategies should underscore the affordability and value proposition of the educational institution. 

Sustainability matters

QS research found Indian students research sustainability more than any other nationality and at every level of study. This is increasingly significant with graduate research students (44%) and postgraduate-taught students (42%). So if you’re looking to attract graduate students from India, add a bit of green to your messaging to highlight research and campus policies that drive sustainability.

Now, US universities are facing a critical question that will dictate how they will enroll from international markets. Will they dig their heels in and stick to the once-reliable Chinese market? Or, will they look to more willing shores to keep their pipeline healthy in the long term? 

As the pool shrinks for domestic students, course-takers from markets like India offer a viable enrollment stream. When the scope broadens to different areas of the globe, universities have to adapt even further to speak to students from different cultures, with often different motivations.

For further advice around international student messaging and recruitment, get in touch to learn more about our enrollment strategies for our US higher ed partners.