The ICEF Agent Voice 2025 survey included 1,225 student recruitment agencies across 113 countries.
These agencies employ counsellors who help students who want to study abroad. See if the findings resonate with you.
Cost of Living: Back on Top
Cost of living has reclaimed the #1 spot as the most influential factor in student decision-making. In 2024, visa access briefly overtook it. But in 2025, students shifted toward destinations with clearer visa processes and refocused their attention squarely on affordability.
This isn't just about tuition fees. Students also consider living expenses, scholarship availability, and whether they can work to offset costs.
The "Big Four" Are Losing Ground
Major changes are underway: Canada saw a 55% decline in student interest. The US dropped 47%. Australia fell 33%. The UK? Down 33%.
Policy uncertainty and visa difficulties are pushing students toward countries that feel more stable and accessible. We're moving from a "big four" world (Australia, Canada, UK, US) to something that looks more like a "big fourteen." Germany, Spain, Malaysia, Japan, and China are all gaining traction.
Employment Opportunities Still Matter Massively
Work opportunities during and after study rank alongside cost of living and visa access as major decision drivers. Students rated employment opportunities 7.56 out of 10 in terms of importance.
Post-study work rights aren't just nice-to-have benefits anymore. They're deal-breakers. Even the perception of reduced access can dissuade students.
Visa Access: Still a Top Concern
Ease of getting a visa remains the second most important factor globally. Regional variations matter here:
- Only student recruitment agents in Africa and the Middle East ranked visa access above cost
- Asian students are actively shifting toward destinations with more favourable visa policies
- African students still favour countries like France, China, the US, Germany, and the UK – often due to cultural and historical ties
Institutional Ranking: It's Back
Despite the focus on practical concerns, institutional ranking has climbed back to #5. Students still want high-quality education and rely on recognizable rankings like QS when choosing where to study.
The bottom line? Students are practical, but they're not sacrificing academic credibility. They want both.
Summary
To sum up, international students are making decisions based on:
- Cost of study and living – Can they afford it? Can they work while studying?
- Visa accessibility – Is the process clear, fast, and reliable?
- Employment opportunities – Can they gain work experience during and after their degree?
- Safety and security – Will they feel safe?
- Institutional reputation – Is the degree recognized and respected
And universities in Europe and Asia are becoming favoured destinations due to visa challenges and political pressures in the original Big 4.
Are these priorities the same as yours?
