As others cool on internationalisation, Greece can become a hotspot

Greek higher education is approaching a moment that comes along perhaps once in a generation. A combination of global mobility trends, domestic reforms and regional geopolitics has opened a narrow window of opportunity for a country that has only recently opened up to internationalisation to become a serious player in it.

Nearly 9 million students are expected to study abroad by 2030, with the strongest demand coming from India, the Middle East, Central Asia and North Africa. At the same time, many of Europe’s traditional destinations are becoming less accessible. The Netherlands is rowing back on international recruitment; the UK has tightened dependant visas and work rights; Germany faces significant bureaucratic delays; and even normally open systems such as Ireland and Denmark are signalling saturation.

Greece is on the opposite trajectory. In recent years, it has approved fully English-taught degrees in public universities and created a legal pathway for foreign university branch campuses to operate. The intent is unmistakable: to integrate Greece into the global higher education landscape in a way that aligns with modern mobility patterns.

Greece offers a combination of affordability, safety, cultural openness, sunny climate and distinctive cultural heritage that few European destinations can match. It also has strong academic capacity in disciplines that dominate international demand, such as health sciences, computing, business and hospitality. With a thoughtful strategy, Greece could position itself as a leading Mediterranean destination for globally mobile students looking for European qualifications.

But several structural barriers could prevent the country converting interest into enrolments. The most pressing is the visa experience. International students expect clarity, speed and predictability; Greece’s current process remains more complex and less transparent than those of direct competitors, such as Spain or Portugal. Standardised documents, clear timelines and streamlined residence procedures are essential, particularly for students from high-growth regions.

Housing is an equally decisive factor. Purpose-built, safe and affordable accommodation is no longer a “nice to have”; it is one of the top selection criteria for international students. Greece’s current stock is insufficient for meaningful expansion. A coordinated national approach is urgently required, combining public-private partnerships and co-development models.

There are further weaknesses that Greece must confront. Scholarship availability for international students remains limited, reducing competitiveness relative to countries that combine public funding, institutional support and industry-backed schemes to attract global talent. Similarly, part-time work opportunities during study and graduate employment pathways are still restricted even though they are increasingly central to students’ financial sustainability and career development.

There is also the issue of global visibility. Despite the reforms, Greece’s institutional brand remains modest abroad. This is not a reflection of academic quality but of limited international promotion. Other systems, such as Cyprus, Turkey and Spain, have invested heavily in strategic marketing, agent networks and digital platforms. Greece’s presence in key regions could be significantly enhanced by a coherent national brand, supported by targeted campaigns and partnerships with major global study platforms.

At the same time, the competitive landscape is shifting. The rise of online, hybrid and cross-border models poses a growing challenge for all mid-sized destination countries. Greece must therefore ensure that its on-campus offering is significantly differentiated through high-quality facilities and student services, supported by institutional investment and public-private partnerships, rather than reliance on large-scale public spending alone.

Four out of the 12 applications so far submitted to establish international branch campuses have already been approved by the Hellenic Authority for Higher Education and are operating in the 2025-26 academic year, with further approvals expected ahead of 2026-27. The applications approved to date have been characterised by clearly defined academic missions, alignment with national subject priorities and quality requirements, and a focus on delivering full-scale teaching provision, rather than limited or nominal presence – thereby complementing the public higher education system.

Beyond teaching mobility, internationalisation increasingly intersects with research and knowledge production. Foreign branch campuses are required to deliver research activity under the current legal framework, and they may act as gateways into European research ecosystems by connecting Greek-based research activity with established international research consortia linked to their home institutions. This way, they can strengthen Greece’s participation in collaborative research, doctoral training and talent development.

But the impact of both public universities and foreign branch campuses will depend on a shared commitment to rigorous standards across the higher education system, upheld through effective regulation and strong institutional responsibility. Greece’s evolving higher education regulatory framework must demonstrate its ability to support quality, academic equivalence and long-term system sustainability, rather than allowing new institutional entities to operate in isolation. Quality, rather than the pace or scale of expansion, will ultimately shape Greece’s credibility as a host country.

That said, windows of opportunity don’t stay open forever – and others can jump through them first and claim the spoils for themselves. What Greece needs now is decisive action: streamlined visas, expanded housing, clearer work rights for students, increased scholarship provision, coordinated international promotion and an unwavering commitment to high standards across the higher education sector.

If Greece acts at the scale this moment demands, it could become something the European higher education landscape has been lacking: an affordable, safe, English-language Mediterranean hub with strong academic capacity and solid infrastructure, enhancing national prestige and reshaping its role in the global higher education community.

The potential is real. The responsibility to realise it is now in Greece’s hands.

Ianis G. Matsoukas is deputy principal, strategic projects & reputation management at the Metropolitan College of Greece, Europe’s largest provider of UK transnational education. He is also a member of the Academic Council at Keele University – Greece.