Factors influencing international students in their destination choices for higher education

In recent decades, the trend of pursuing higher education abroad has grown significantly.  According to UNESCO (Institute of Statistics 2023 report), there were 6.4 million internationally mobile students globally in 2021, a 56% increase compared to 2012. Students worldwide increasingly consider studying outside their home countries to access better educational opportunities, gain cultural experiences, and improve their career prospects. 

However, the factors influencing their destination choices vary significantly based on their academic goals, practical considerations and personal preferences. Indeed, the top three factors that seem to drive our undergraduate clients’ decision-making process are affordability, academic reputation and personal networks.

Affordability: Tuition and Other Financial Considerations

Cost is a critical factor when deciding where to study.  Families need to consider not only tuition but also the cost of living, including housing. For American students, studying in Europe can be significantly cheaper than pursuing a degree at home. Countries like the Netherlands, Portugal, Ireland and Norway offer low tuition fees for international students and even lower, or no fees, for EU citizens, making them attractive options. 

Indeed, encouraging their offspring to attend European universities is one of the reasons that many of our American clients move to Europe whilst their children are still in school.  Since 2020, families relocating to Portugal have been indicating that they intend to remain indefinitely vs. staying for less than three years, as was the norm pre-2020.  Families from around the world move to Portugal for the high quality of life, excellent educational options, relative affordability and the available paths to residency and EU citizenship, granting them access to the lowest university fees in the EU. 

Whilst countries offering low tuition like the Netherlands have risen in popularity since 2020 (flat fee of €2,530 per year for EU citizens), we have witnessed a notable decline in applications to many UK-based universities, which were extremely popular pre-Brexit.  The change in status of the UK has meant that EU students are now considered international students and can no longer benefit from UK “Home” fees (capped at £9,535 per year for the 2025/26 academic year) which are much lower than international or “Overseas” student fees. As an example, 2025/26 annual tuition fees payable by Overseas students range between £35,260 and £59,260 at Oxford University.

Academic Reputation and Quality of Education

However, highly ranked universities with recognizable brand names remain popular, despite rising fees.  The decline in applications to UK-based universities has not affected the most highly ranked such as Oxford, Cambridge, London School of Economics, and The University of Edinburgh and of St Andrews in Scotland. Creative universities, like University of the Arts London, also have staying power.

Similarly, we note that European families with means are more willing to pay for their teen to study at a top-ranked university such as Stanford, MIT, or one of the Ivies (all averaging approximately $65,000 per year for tuition alone in 2024/25), than at a lesser-known university.  However, distance from Europe can be a major deterrent.

We also note that some EU students, especially Northern Europeans, are drawn to Scandinavian universities. For students who are citizens of the EU, universities in Sweden, Norway and Denmark are free. Moreover, the quality of life is high, many courses are taught in English and universities are considered academically rigorous. 

Word of Mouth, Personal Networks and Lifestyle 

The Netherlands and Scandinavian countries are often favoured due to their progressive social policies and high quality of life but another reason that the Netherlands, in particular, remains popular is due to the perception that “everyone is already there.”

Personal networks and recommendations do play a significant role. Students often choose countries where they already have family, friends, or acquaintances, as this provides a sense of familiarity and support. Alumni networks and testimonials from peers can also influence decisions, with positive experiences from current or former students encouraging others to follow suit.

For example, Spain, France and Italy have long been top study abroad destinations for American students but Mediterranean countries are also attracting more and more European students. The positive reviews from friends go a long way, as does the lure of the South:  it is warm, sunny and inviting, life seems easier, the housing situation isn’t as dire as in the Netherlands, and the languages are more appealing than Danish or Dutch.  

Affordability, academic reputation, and personal networks are the primary filters our students use to narrow down their university options. With thousands of institutions to choose from across the globe—including in the EU, UK, Canada, the US, and Australia—the application process can feel daunting. To simplify this journey, our experts work closely with students to identify the factors that matter most to them, helping pinpoint the best-fit courses and universities. We wish every student the very best as they embark on this exciting chapter.