International Educator - November/December 2014 - 25

WITH THE IMPORTANCE
of internationalization of campuses increasing, higher education
exports serving as an important
component of national economic growth, and competition for international students rising, many countries and
their higher education institutions are leaving nothing to
chance in their quests to recruit more, better qualified,
and more diverse international students.

Increasingly, they are relying upon national strategies that seek
to increase the numbers of students by a certain date; implementing branding, marketing, and outreach campaigns; and introducing
administrative steps designed to ease the admissions and campus
integration path, and improve international student opportunities
during and after their studies.
They are finding the success of such choices is closely intertwined
with other areas of highly politically charged national policy, most
notably immigration and visa policy, as well as areas that are wholly, and frustratingly, outside of governments' and higher education
institutions' control, such as exchange rates and the competitive
offerings of other countries' higher education institutions, including, increasingly, those located in the primary source markets for
international students.
The countries that are the top international student destination markets are keenly aware of each other's international student
policies. They scrutinize UNESCO and Organization for Economic
Co-operation and Development (OECD) numbers on international
student flows and conduct their own surveys to determine who is
up and who is down in the rankings.
When, as happened recently in France and the United Kingdom, there are dips or perceived dips in recruitment numbers for
international students, alarm bells ring and responsive measures
are announced.

The United Kingdom Reaches Out
The United Kingdom is an international student recruitment goliath.
In 2012, the country had 427,686 foreign students, up 11 percent
from 2011's figures, according to UNESCO Institute for Statistics
data. While that was far less than the 740,482 international students
who headed to institutions in the United States, the world international student recruitment leader, the inbound international student
numbers of the UK, long the second-ranked destination country,
were more than half as large as those of the United States, despite a
population one-fifth that of the United States.
This article is the first in an occasional series that will appear in
International Educator over the next year examining international student
recruitment policies in five different and diverse countries:
the United Kingdom, France, Canada, New Zealand, and Denmark.

ISTOCK/ JIANYING YIN

N O V + D E C .14 INTERNATIONAL EDUCATOR

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Table of Contents for the Digital Edition of International Educator - November/December 2014

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International Educator - November/December 2014 - SCover1
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