Big 4 Becomes Big 14 in Dominating International Ed

"Stephanie Smith, Shanghai-based trade commissioner with Austrade, said Chinese students heading overseas before the coronavirus pandemic mainly chose from the United States, the United Kingdom, Australia or Canada. That has changed since COVID. "The agents talk about the 'big 14,' Smith told the Australian International Education Conference. "It puts us in a lot more of a competitive environment." She said affordability issues are driving Chinese students to look at alternative destinations, as a global cost-of-living crisis coincided with a domestic economic slump."

"Hong Kong had become a "massive new market" for mainland Chinese students, particularly after the territory allowed universities to increase the nonlocal share of subsidized enrollments to 50 percent. Government investment in higher education has been paying off in rankings success. "You can really count Hong Kong as a new key competitor for Australia," Smith told the conference. Others included Ireland, Korea, Malaysia, New Zealand, Singapore, the United Arab Emirates and Vietnam. Ireland in particular has done "a good job at destination marketing in China.""

Chinese student interest in traditional destinations — the United States, the United Kingdom, Australia and Canada — has declined since the COVID-19 pandemic. Affordability pressures, a domestic economic slowdown in China, and a global cost-of-living crisis are driving students toward nearer or lower-cost alternatives offering linguistic familiarity, geographic proximity and stronger employment or internship prospects. Hong Kong has become a major competitor after policy changes and government investment that boosted rankings. Other rising destinations include Ireland, Korea, Malaysia, New Zealand, Singapore, the United Arab Emirates, Vietnam, France and Germany. Active marketing and promotion are now required to defend market share.

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