UK keeps lead as top study destination, Canada rebounds, & US plummets in Fall 2025

The United Kingdom remains the top choice for international students for Fall 2025, according to ApplyBoard’s latest Recruitment Partner Pulse Survey. The report, based on insights from nearly 400 student recruitment professionals, highlights how government policies, affordability, and shifting priorities are shaping global study destinations.

The UK continues to lead perceptions of attractiveness, safety, and inclusivity. About 82% of recruitment partners said their students find the UK appealing, the highest among all countries. Visa demand also reflects this momentum, with main applicant UK student visa applications up 16% year-on-year in the second quarter of 2025. Despite concerns around the government’s immigration White Paper, recruiters noted that the UK’s stability and welcoming environment remain key drivers of interest.


The United States, while still an attractive option, saw perceptions decline. Only half of respondents agreed that the US is safe and welcoming, a 24-point drop from Spring 2025. Recruiters cited policy shifts such as the downsizing of the Department of Education, revoked student visas, and a pause in visa interviews earlier this year. Yet, two-thirds of respondents said students continue to find the US attractive, showing the continued strength of its higher education sector.

Canada showed signs of recovery, with 84% of recruiters describing it as safe and welcoming, a five-point rise since spring. Affordability and clear post-study work pathways remain Canada’s main advantages. Australia also maintained steady momentum, with 66% rating it attractive, while Germany followed at 60%. Ireland held at 50%, although perceptions of its welcoming environment fell slightly.

Beyond these traditional destinations, students are increasingly exploring new options. New Zealand saw student interest nearly double since spring, reaching 21%. France also gained traction at 20%, supported by affordability and bilingual opportunities. Finland dropped in ranking following policy changes on tuition fees and scholarships starting 2026. Malta, Spain, the UAE, China, Japan, South Korea, and Malaysia also appeared as emerging destinations.

Affordability was the top concern for students, with 91% of recruiters citing cost of study as the most important factor, followed by post-study work opportunities (88%) and cost of living (77%). Germany was ranked the most affordable, followed by Ireland and Canada.

The survey indicates global student demand is stabilizing after a period of volatility. Nearly half of recruitment partners reported working with more students this fall compared to spring, and more than one-fifth noted a significant increase—the strongest growth since late 2023.

The findings suggest that while the UK continues to dominate, the international education market is broadening. Canada’s rebound, the steady appeal of Australia and Germany, and the growing interest in countries like New Zealand and France signal an increasingly diverse landscape for students planning to study abroad.