Search data shows interest in studying in Western Europe surging

Visa restrictions in leading Anglophone destinations has fuelled student search interest in western Europe, according to new data.

The “big four” university sectors have been accused of “throwing away” their advantage in international education through inconsistent policies and off-putting messaging.

Figures from the Keystone Education Group (KEG), which provides international student recruitment services, show that global interest in studying in the US has fallen by 47 per cent since autumn 2023.

KEG said its data, which is drawn from millions of annual student search indicators and enrolment data, show similar results for Canada and Australia over the same period.

The US remains the top destination for student search traffic across the second half of 2025, and KEG said early data suggested a rebound for Australia.

But the Norwegian company’s tracking of student search interest found that five of the top 10 most-searched destinations in November were in Europe.

Spain, Italy, Germany and France all recorded more student search interest than Canada and Australia, with Spain’s search volume rivalling that of the UK. Scandinavian countries also witnessed an uplift in demand last month, with 33 per cent more interest than six months previously.

Fredrik Högemark, chief executive of KEG, said: “This year has been one of the most volatile we’ve tracked in our data. Students are weighing affordability and safety more than ever, and as return on investment becomes a necessity, this is levelling the playing field beyond the ‘big four’.

“Policy changes announced mid-cycle in 2025 forced students to rapidly adjust their plans, while we have also observed numerous anti-globalization measures that have inadvertently affected international education.”

Recent reports showed that German universities are hosting more than 400,000 international students in 2024-25, following a record surge in interest.

Elsewhere, KEG hailed 2025 as a “breakthrough year for the Asian Tigers” – with positive news for Malaysia, Singapore, Thailand, and South Korea.

Högemark said: “It is no surprise South Korea and Japan are growing in popularity. Japan has a very pro-international policy – it is launching more and more English-taught programs and the good collaboration between higher education and the government is evident.

“South Korea is in a similar situation. Both have been fully embracing and supporting international education.”

Behind the US, the UK was KEG’s second leading study destination in 2025, polling highest for reputation and safety out of the “big four”.

“However, the news in October of a shorter post-study-work entitlement in the UK will likely have an impact on interest there,” added Högemark. “The question is how much impact?”

patrick.jack@timeshighereducation.com