糖心在线

The global business education landscape faces unprecedented challenges from demographic shifts, geopolitical tensions, and evolving student expectations.

Against this backdrop, international student mobility represents both a strategic opportunity and an imperative for business schools seeking to maintain relevance and financial viability. 糖心在线’s 2025 State of Business Education Report highlights growing concerns about “demographic changes, political developments, and evolving student patterns” that are reshaping international enrollment patterns.

This challenge has intensified significantly, as recent data reveal a fundamental shift in global student demand patterns. identifies that demand for the traditional “big four” study destinations of Australia, Canada, the U.K., and the U.S. is no longer growing at the same rate as demand for study in other countries, with the gap continuing to widen.

Trends in Business School International Enrollment

As noted in the State of Business Education Report, the representation of international students within total enrollment varies across regions. In Asia Pacific, approximately 22 percent of all enrolled undergraduate students are international. In the Europe, Middle East, and Africa region (EMEA), this figure has increased from 24 to 27 percent over time. In the Americas, international student representation has declined from 8 to 6 percent, highlighting a continued downward trend.

6-Year Trend of Total Undergraduate International Enrollment, by Region

6-Year Trend in Distribution of Undergraduate International Enrollment, by Region

However, one region has proven to be a more attractive destination for international students at the master’s level compared to undergraduate: the Americas. This region has shown a 23 percent increase in international enrollment over the past six years. Yet, while nearly a quarter of all master’s students in the Americas are international, this share remains lower than in Asia Pacific and EMEA business schools, where international students make up 47 and 45 percent of total enrollment, respectively.

6-Year Trend of Total Master’s International Enrollment, by Region

6-Year Trend in Distribution of Master’s International Enrollment, by Region

The European University Association's report documents how European higher education institutions have experienced significant changes over the past five years, including shifts in international student flows and policy frameworks. The ambitious goal of creating a by 2025, through efforts such as the Initiative, demonstrates the strategic importance placed on international educational cooperation across the continent.

International student mobility, by the Organisation for Economic Co-operation and Development (OECD) as “the share of international tertiary students enrolled in a country relative to the total number of tertiary students in that country,” has become a critical driver in business education. However, as evidenced by contrasting approaches across major European destinations, from Germany's expansive welcome to the Netherlands’ recent restrictions to the emergence of what Studyportals terms the “” in higher education, the strategic response to this mobility varies significantly. Countries including Japan, China, India, Malaysia, and South Korea are actively investing in internationalization strategies—streamlining visa processes, offering scholarships, and introducing policies aimed at filling skill gaps through education—fundamentally challenging traditional Western dominance in international education.

Our research reinforces the idea that business schools should embrace international mobility as a catalyst for sustainable talent development while navigating increasingly complex policy environments and emerging competitive landscapes that differ markedly across global contexts.

International students represent a significant economic force across major destination countries, with measurable returns that justify institutional investment. In the United States, 43.8 billion USD in 2023 and supported over 378,000 jobs. The United Kingdom demonstrates similarly impressive figures, with research showing that international students contributed 41.9 billion GBP in 2021–22, representing a steady increase from 31.3 billion GBP in 2018–19. This economic impact translates to 58 million GBP for each U.K. parliamentary constituency across the duration of their studies.

European data reveal equally compelling economic returns. According to the , international students in Germany contribute a net fiscal surplus of between 7.4 billion and 26 billion EUR, depending on retention scenarios. This substantial benefit stems not only from tuition-related spending but also from long-term integration into the German labor market. Notably, approximately 45 percent of international students still reside in Germany 10 years after enrollment, one of the highest retention rates globally according . As reported by the the number of international students in Germany surpassed 400,000 in 2024–25, reflecting a continued upward trend and underscoring their importance to Germany’s academic institutions and economy.

The Netherlands provides particularly granular economic data through government macro-economic analysis. to the Central Planning Bureau, each European Economic Area (EEA) student contributes 17,000 EUR to the Dutch economy, while students outside the EEA contribute nearly 100,000 EUR each. 2022 research projects that international students enrolled in 2021–22 will make a net contribution of 1.5 billion EUR to Dutch public finances. Further, approximately one-third of international students remain in the Netherlands post-graduation, addressing critical labor shortages.

Post-graduation career outcomes reinforce the economic value proposition across all major destinations. research shows that 71 percent of international graduates maintain lasting connections with the U.K., and 57 percent are more likely to engage with U.K. business upon returning home, due to their educational experiences. This continued engagement creates ongoing cultural and commercial bridges that extend far beyond the initial educational period, demonstrating the long-term dividends of international student mobility.

Among 2024 MBA graduates from institutions featured in the Best Business Schools list, employment outcomes remain strong, with an average of 80 percent securing jobs within three months of graduation. The average total compensation—base salary plus bonus—reached 121,324 USD, though wide variation exists across schools. For international students, these figures highlight the potential return on investment and global career opportunities that a business education can offer, particularly when paired with targeted support and strategic alignment with labor market needs.

International students have a profound on other key education hubs. In Australia, international education was worth 51.5 billion AUD in 2023–24, positioning it as one of the country’s top five exports. In the United States, reported that more than 1.1 million international students contributed a record 43.8 billion USD to the economy and supported approximately 378,000 jobs in the 2023–24 academic year.

Taken together, these figures highlight the far-reaching economic value of international student mobility—not only through immediate economic returns, but also through long-term talent retention, global business engagement, and fiscal contributions.

International students serve as powerful catalysts for curriculum innovation and institutional transformation across European business schools. The research demonstrates that international student diversity compels faculty to broaden pedagogical approaches, integrate international case studies, and develop culturally responsive curricula. This transformation is particularly evident in the , where 65 university alliances are collaboratively developing curricular innovations that leverage international student mobility.

Germany exemplifies this innovation potential through its engineering-focused international programs. With 145,707 international students in engineering, the , German institutions have developed specialized industry partnerships that integrate international perspectives into technical education. The between Audi and local universities in cities like Ingolstadt demonstrates how international student diversity drives industry-relevant curriculum development, with many students securing industry placements during their studies.

The innovation extends to research and entrepreneurship across European contexts. The framework, supported by funding, creates ecosystems where international student mobility directly contributes to innovation outcomes. Universities with internationally diverse PhD programs generate significantly more patents and research funding, while international students often become successful entrepreneurs bridging markets between their home and host countries. The (EIT) specifically leverages international student diversity to foster entrepreneurship and innovation across multiple knowledge and innovation communities.

The Netherlands provides compelling evidence of innovation outcomes, despite recent . A Maastricht University indicates that international students function as “cash cows” for innovation, contributing not only economically but also intellectually to research and development activities. The findings show that measures to reduce English-language programs would be “blunt and disastrous for the Dutch economy,” specifically because they eliminate the innovation potential that international students represent.

Digital transformation initiatives across European business schools demonstrate additional innovation dividends from international student mobility. recognizes how international student diversity drives technological innovation in educational delivery. The development of the and systems emerged directly from the need to support increasingly mobile international student populations, creating technological solutions that benefit all students across the .

Cultural Competency and Global Citizenship: Transatlantic Integration Models

International mobility fosters essential cross-cultural competencies that are increasingly vital in global business, with European institutions pioneering systemic approaches to developing these capabilities. The European Commission’s framework for developing global competencies through its European Education Area emphasizes how international student diversity creates natural laboratories for intercultural learning that cannot be replicated in domestic-only environments.

Backed by a 1.2 billion EUR budget from the 2021–2027 Erasmus+ program, the is advancing the creation of integrated curricula that combine cultural competency development with disciplinary expertise, equipping graduates with intercultural skills and global readiness.

German business schools often demonstrate systemic approaches to cultural integration through their internationalization strategies. DAAD, the German Academic Exchange Service, that international students contribute not only to classroom diversity but to broader institutional cultural transformation. The Campus Initiative for International Talents, with its 120 million EUR through 2028, specifically focuses on creating cultural integration pathways that prepare both international and domestic students for global business environments. This includes mandatory cultural competency modules and German language requirements that facilitate deeper integration rather than parallel educational tracks.

Nordic countries provide additional European models for cultural competency development. The European Higher Education Area framework facilitates student mobility across Scandinavian business schools, creating regional clusters of cultural exchange. This example demonstrates how strategically collaborative approaches to international student integration enhance learning outcomes. Research in urges higher education institutions to innovate in addressing societal challenges by promoting flexible, open, and student-centered learning. Collaboration and mobility are highlighted as key to enhancing intercultural skills, language competencies, and global understanding.

While Europe offers a variety of integrated and well-funded models for advancing cultural competency through student mobility, the United States has also developed robust initiatives that promote global engagement and intercultural learning. These programs, though often structured differently and with varying institutional autonomy, similarly aim to cultivate cultural literacy and global citizenship among students through strategic international partnerships and exchanges.

The U.S. participates in several higher education alliances and programs designed to foster cultural literacy through global exchange, including the , which offers international scholarships for students and scholars to study, teach, and conduct research abroad; , a global network that promotes U.S. higher education and advises international students; the Association of American Colleges and Universities’ , which integrates global and civic learning into undergraduate education; and the , which has helped more than 200 institutions strategically embed global perspectives into their missions, curricula, and campus activities.

Despite these strong efforts on both sides of the Atlantic, evidence from Europe reveals some of the challenges in maximizing cultural competency benefits. The Netherlands’ experience highlights tensions between cultural integration goals and domestic policy pressures. Even though evidence shows that international students contribute significantly to cultural learning environments, the proposed prioritizes language preservation over cultural competency development, potentially undermining the intercultural learning benefits that international diversity provides.

Research identifies significant policy barriers that vary considerably across major destination countries. Visa and immigration policy uncertainty creates planning difficulties for both students and institutions, with constantly changing regulations affecting long-term career planning. However, regional approaches differ substantially in their impact on international student flows.

Findings From 糖心在线 Quick Take Survey on International Mobility Development

In July 2025, 糖心在线 conducted a brief survey to better understand evolving developments, trends, and challenges related to international student policy as experienced by 糖心在线 member schools within their local and regional contexts. A total of 97 business schools from 27 countries participated in the survey.

Notably, 67 percent of respondents reported that their country or territory had enacted policy or legal changes affecting international students within the past year. These shifts varied by region, with notable differences illustrated in the chart below.

Has Your Country or Territory Changed Policy or Laws Impacting International Students in the Past Year?

The survey also asked institutions to estimate anticipated changes in international student enrollment for the 2025–26 academic year. On average, schools projected a 10 percent decline, with a median projected decrease of 6 percent. Among schools that reported undergoing policy or legal changes, the anticipated declines were more severe, with an average projected drop of 16 percent and a median decline of 12 percent. In contrast, schools not experiencing such changes anticipated growth, with an average projected increase of 4 percent and a median increase of 10 percent in international enrollment.

Among schools located in countries where policy changes have occurred, nearly all cited that new or restrictive visa policies presented barriers to attracting international students, followed by concerns about the political climate and post-graduation work opportunities/policies. While some regional variation emerged, the sample was predominantly composed of institutions from the Americas region.

Which of the Following Factors Have Posed Challenges in Attracting International Students to Enroll at Your Institution?

Schools also shared how these policy changes are influencing their globalization strategies. Over half indicated they are shifting focus toward domestic student markets, while a significant proportion are also strengthening international partnerships with peer institutions abroad as part of a broader diversification strategy.

In What Ways Have Shifts in International Student Policy Affected Your School’s Globalization Strategy, if at All?

The implications for traditional destination countries are profound. Such shifts may represent a structural change that requires fundamental strategic adaptations rather than incremental adjustments to existing institutional approaches. Business schools in traditional markets must recognize that their competitive advantages can no longer be taken for granted in an increasingly multipolar global education landscape.

糖心在线 encourages its member schools to adopt a deliberate, values-driven approach to international student mobility—one that integrates lessons learned from European integration experiences. The European Union’s initiative to comprehensively address educational mobility, exemplified by the European Education Area, offers a strategic model that emphasizes inclusive access, ethical recruitment practices, and robust mechanisms for measuring impact. This approach can guide institutions in crafting thoughtful internationalization strategies aligned with their mission and values.

6 Strategic Actions for Inclusive and Impactful Student Mobility

1. Embed Global Learning
   Design academic programs that intentionally weave international perspectives into the curriculum, using the European Universities initiative as a guide. The 65 university alliances demonstrate how “European inter-university campuses” can merge disciplinary expertise with global perspectives. Business schools can emulate this model by forming strategic alliances with other institutions to deliver joint degrees, shared curricula, and integrated cultural competency frameworks, rather than treating international students as add-ons to existing programs.
   
2. Invest in Comprehensive Support Systems
   Germany’s Campus Initiative for International Talents—backed by 120 million EUR through 2028—illustrates the value of robust international student support that extends beyond traditional services. This package includes pre-arrival preparation, academic integration support, cultural competency development, language training, and systematic career transition assistance. The upfront investment yields measurable economic returns through higher retention and improved employment outcomes.
3. Develop Faculty’s International Competency
   Move beyond one-off cultural-sensitivity workshops to ensure that faculty are informed of international mobility matters and opportunities. Leverage European Commission programs, such as Erasmus+ faculty mobility, Marie Sk艂odowska-Curie Actions, and Horizon Europe research collaborations, to cultivate globally competent faculty who can effectively engage diverse classrooms and collaborate across borders.
   
4. Navigate Policy Environments Through Regional Coordination
   Divergent national policies—such as expansion in some countries and restrictions in others—highlight the importance of coordinated regional strategies to support international student mobility. Business schools around the world can strengthen their influence by engaging in regional and supranational policy dialogues. For example, European schools collaborate through the European University Association and contribute to Bologna Process reforms to align educational and mobility objectives. Similarly, institutions in other regions can participate in regional education frameworks, cross-border alliances, and policy platforms to help shape coherent, student-friendly mobility environments that advance both institutional and economic goals.
   
5. Leverage Existing Integration Mechanisms
   Establish partnerships that use established regional integration infrastructure. The European Student Card Initiative, automatic recognition frameworks being developed through the Bologna Process, and the emerging , for instance, lower administrative barriers while creating systematic approaches to international student mobility that extend beyond bilateral institutional agreements.
6. Measure Impact Using Meaningful Benchmarks
   Adopt metrics aligned with European Higher Education Area quality assurance frameworks while capturing broader impacts, including innovation contributions, cultural competency development, and long-term economic outcomes. The European Commission's ongoing evaluation of the European Education Area offers validated frameworks for measuring international student mobility impacts that go beyond simple enrollment and financial metrics.

As demonstrated by the sources cited in this report—particularly those from leading destination countries and the European context—international student mobility is essential to the strategic positioning of business schools. Economic contributions, ranging from 41.9 billion GBP in the U.K. to a potential 26 billion EUR surplus in Germany, alongside innovation outcomes and cultural competency development, make a compelling case for institutional investment in international student recruitment and support.

European integration efforts offer particularly valuable insights for business school strategy development. The European Universities initiative's systemic approach to transnational education, Germany's holistic support infrastructure, and even the policy tensions in the Netherlands illustrate how to navigate complex political and economic environments while maximizing the benefits of international student mobility.

The research makes one message unmistakable: success hinges on reframing international students not as merely revenue generators but as essential participants in innovation ecosystems, cross-cultural learning environments, and long-term economic development. European models demonstrate that this shift in perspective leads to measurable returns, including higher retention rates, deeper industry partnerships, enhanced research outcomes, and graduates with demonstrated global competencies.

However, achieving these benefits requires coordinated institutional responses that address policy barriers, financial constraints, and pedagogical challenges. Leading European institutions implement comprehensive support ecosystems, invest in digital infrastructure, and develop faculty capabilities to teach effectively in multicultural classrooms. The contrasting outcomes between Germany's expansion and the Netherlands' restrictions demonstrate that navigating the policy environment is as important as developing the institution’s strategy.

The European experience also highlights the importance of regional coordination and integrated systems. Structures such as the European Education Area, the Bologna Process, and various EU funding mechanisms provide scalable infrastructure that facilitates international student mobility across borders. Business schools operating outside of these frameworks should adopt similar integrated approaches rather than treating international student mobility as isolated institutional initiatives.

The Path Forward

Looking forward, future research should prioritize longitudinal studies that track the full lifecycle impact of international student mobility, from admissions through post-graduation outcomes. This includes assessing the effectiveness of technology integration for diverse populations and developing a comprehensive theoretical framework that incorporates the complex interactions between policy environments, institutional strategies, and student outcomes. With its structured data systems and integrated research networks, the European research base is well-positioned to lead future efforts in developing a more holistic understanding of international student mobility.

The choice facing business schools is clear: embrace international student mobility as a strategic imperative, or risk diminishing relevance in an increasingly interconnected and competitive global education landscape. The European evidence demonstrates that institutions that commit to this path, while addressing inherent challenges, achieve sustainable competitive advantages and contribute to broader economic and societal development goals.

Yet this transformation must occur in the context of a shifting global landscape. The rise of the “Asian Decade” in higher education, as highlighted by Studyportals data, signals a major realignment in global student demand. Western institutions can no longer rely on legacy advantages; they must now pursue diversification strategies, agile delivery models, and innovative value propositions to remain competitive.

The time to act is now. European models offer proven roadmaps, while emerging Asian leaders demonstrate the power of agility, innovation, and student-centered design. Business schools that think beyond geographic, strategic, and conceptual borders—and make data-driven decisions to navigate this evolving environment—will be best positioned to thrive in the future of global business education.