Global agent survey: what’s really driving study-abroad decisions into 2026
The latest ICEF Agent Voice survey gathered insights from 1,225 education agents across 113 countries, and the message is clear:
– Affordability
– Visa certainty
– Employment opportunities
This is nothing new, but yet there have been significant changes in the whole industry which changed the whole picture. However these three factors will continue to dominate international student decision-making into 2026.
The “Big Four” are losing ground
Australia, Canada, the UK, and the US still attract the most interest, but their share is slipping.
- Over 50% of agents report declining interest in Canada
- Nearly half say the same about the US
- The US saw the sharpest drop in demand between 2024–25
Meanwhile, interest is rising for:
– Germany
– Malaysia
– China
– Japan
– UAE
Visa Cost
Students are weighing not just where they can get a visa, but whether they can afford to live, work, and stay.
Work rights
Study abroad is a serious financial investment. Families are increasingly focused on return on investment, driven by:
– Employability and in-demand skills
– In-study work and placements
– Post-study work rights and migration pathways
Destinations with clear, predictable employment pathways are gaining a competitive edge – work rights are rated at 7 out of 10.
Policy clarity
The survey highlights growing uncertainty in traditional markets:
– UK: Graduate Route reduced to 18 months from 2027, with possible further restrictions
– US: Increased scrutiny of post-study employment pathways and enforcement actions
In contrast, New Zealand and parts of Europe are actively promoting clearer work-experience options — and it’s paying off.
Role of agents
The survey also reinforces the expanded role of reputable agents:
- 61% provide career guidance before enrolment
- 53% support students during study
- 49% assist after graduation
Bottom line:
Destinations, providers, and regulators that fail to address cost pressure, visa certainty, and employment outcomes will continue to lose relevance, no matter how strong their brand once was.
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