Bridging the Gap: Why International Universities Should Prioritize U.S. Student Recruitment

The United States presents a paradox in its approach to internationalization. Despite its global influence, a significant portion of Americans have limited experience beyond their borders. According to a 2023 Pew Research Center survey, about 23% of US adults have never traveled internationally. This lack of international experience underscores the critical role that international universities play in providing American students with opportunities to engage globally.

Yet, participation in study abroad programs remains low. While the US continues to rebound to pre-pandemic trends, Open Doors data from 2018/2019 indicates that only 10.9% of bachelors and associates seeking students studied abroad. This figure is even lower for underrepresented groups, highlighting disparities in access to international education, and lower still for students seeking to complete their full degree abroad. 

A 2024 survey by Terra Dotta found that 73% of American college students expressed a desire to study abroad. Interest in full degree programs abroad also continues to grow, marked by:

• An 11% increase in US applications to the UK for the 2025 intake
• An 11% increase in enrolled US students in Ireland in 23/24 
• A 192% rebound in US student enrollment in New Zealand in 2023 
• A 27% increase in graduate applications from the US for programs starting in the 2025 academic year at University of British Columbia’s Vancouver campus 
• A 13% increase in US students enrolled in Australian universities in 2024 

This growing appetite reflects a broader shift toward global engagement, especially as students seek personal growth, cultural immersion, and career readiness. Despite this enthusiasm, actual participation remains limited, 9.3% of US students enrolled in a bachelors and associates degree seeking students studied abroad in 2022/2023, the most recent reportable cycle from Open Doors. This gap between interest and participation presents a significant opportunity for international universities to connect with American students eager for global experiences.

In-country representatives play a pivotal role in bridging this gap. They serve as the domestic face of international universities, guiding students through the process of exploring and applying to institutions abroad. Ashley Monaghan (University of Auckland), Karmen Mallow (Imperial College London) and Tomoka Mano (University of British Columbia), shared their insights from their work in the US connecting students to undergraduate, postgraduate and study abroad programs at their institutions. 

Tomoka emphasized the transformative impact of international education sharing a global mind. They gain new perspectives through peer-to-peer learning with classmates from around the world.” She also addressed the misconceptions and how in-country representatives “debunk the myths about studying outside of the US. Cost, degree recognition, and international student services are all topics that seem to be perceived hesitantly. In-country representatives get students excited about the opportunities and paint the picture for them!”

Ashley highlighted the mutual benefits of US student enrollment, explaining that “the university benefits from having US students on campus to diversify the student perspective. It’s a symbiotic opportunity for understanding and curiosity between countries thousands of miles apart.” When asked about the importance of her role, and the impact of in-country representation, Ashley believes her biggest impact is “bringing awareness to students that full degrees and semesters abroad in New Zealand are an option, and often one that is less expensive, safer, and more aligned with their academic and career goals long-term.” 

Karmen, echoed the lack of awareness of international educational opportunities, sharing that “many students speaks with aren’t aware that studying a degree abroad is even an option. During their conversations, she helps them understand the application process and how studying abroad can shape their future.” Beyond opening prospective students’ eyes to the possibility, in-country representatives also support their universities in navigating a complex, relationship driving market. Karmen noted, “for families, having a US-based contact that can walk them through the application and enrollment processes is extremely valuable.”

In-country representatives not only facilitate the application process but also provide ongoing support, addressing concerns and building trust with students and their families. Their cultural understanding and accessibility make them indispensable in promoting international education among US students.

As the US landscape becomes increasingly complex, with the looming demographic changes and political uncertainty in domestic higher education, fostering cross-cultural understanding and collaboration is more important than ever. By prioritizing the recruitment of U.S. students, international universities can enrich their academic communities and empower American students to become global citizens.

“US students bring a different academic culture to the classroom and an enthusiasm to campus. The international opportunities they experience benefit their communities, whether they return home or stay in their host country.” – Ashley Monaghan 

By investing in in-country representatives and addressing barriers to international education, universities can open doors for more American students to engage with the world, fostering a more interconnected and empathetic global society.

In-Country Representatives a point of view

Why is it  important for US students to gain international exposure and experience?

US students and their communities benefit from international exposure because cultural competence incites curiosity and empathy, which can have a domino effect for future generations of students.

How does your university benefit from having US students engaged in their academic programs?

My university (the University of Auckland) benefits from having US students on campus and in classrooms to diversify the student perspective—both the US student perspective of New Zealand and the New Zealand perspective of the US. It’s a symbiotic opportunity for understanding and curiosity between countries some 8,000 miles apart!

In your words, what is your impact on helping students understand and connect with educational opportunities abroad?

I believe my biggest impact is bringing awareness to students that full degrees and semesters abroad in New Zealand are an option, and often one that is less expensive, safer, and more aligned with their academic and career goals long-term. Those New Zealand educational experiences are not for everyone, but, by bringing that information to counselors, students and parents, they can make an informed decision and I can build trust in my work.

Why do you believe universities should continue to prioritize student recruitment from the US?

US students bring a different academic culture to the classroom and an enthusiasm to campus. As such, the international opportunities US students experience inside and outside the classroom benefit their communities, whether they return home after studying or stay in their host country to work, volunteer, or continue their education.

In your words, what is your impact on helping students understand and connect with educational opportunities abroad? 

Many of the students I speak with aren’t aware that studying a degree abroad is even an option for them. During our conversations I not only am able to help them understand the UK application process and my university’s offerings but also have a conversation with them on how studying a degree abroad can shape their future. Often it is a very personal conversation as students have many concerns outside of the degree itself, which requires me to be open about my own experiences living, studying, and working abroad. Many students stay in touch with me frequently throughout their journey, which might be a difficult relationship for someone based on campus to manage given the time zone and other work responsibilities. I’ve also had families mention they’re more comfortable asking me some questions versus my counterparts on campus, given that I’m from the same culture and educational system as them.

 The US is an extremely relationship-based market as well, for families having a US-based contact that can walk them through the application and enrollment processes is extremely valuable and they are often expecting that level of care, as US universities are more customer service oriented. On the counselor side of things, often they are working with a large student population and cannot remember every individual university. However, when we can build a strong relationship with US counselors, we can be a valuable resource, both for our universities as well as for international education options overall.

Why do you believe universities should continue to prioritize student recruitment from the US?

US students continue to look for degree options that will give them strong career outcomes, but feel they are often being priced out of domestic university options. Given this and other recent events in the US, I think the number of students applying to degree programs internationally will continue to grow over the coming years at both the UG and PG levels.

What is the importance for US students to gain international exposure and experience? 

Building a global mind. You get to gain new perspectives through peer-to-peer learning with fellow classmates from around the world.

Personal growth. It’s the perfect stepping stone into exploring new areas (finding new hobbies, getting the itch to explore more countries whether through exchange/studying abroad or traveling for fun, learning about the different cultures, etc.)

In your words, what is your impact on helping students understand and connect with educational opportunities abroad? 

Debunking the myths about studying outside of the US! Cost, degree reputation/recognition for employment/graduate programs, international student services are all topics that seem to be perceived hesitantly. I don’t want them to be the reasons why students choose not to get their degrees abroad, so I do my best to get them excited about the opportunities and paint the picture for them!

Hear from students about their experiences with In-Country Representatives.

“Thank you again for coming all the way to my high school to meet with me. The engagement I have had with students and representatives from University has been unsurpassed.” – UG Applicant 

“Thank you so much for the resources and for the congratulations. Your fast responses to my emails and thoughtful answers to whatever questions I asked have been incredibly helpful in my decision making process. You are a great representative and a very kind person!”  -UG Applicant 

“You are the best, thank you! I have been trying to navigate between work and research these days and it has been a little challenging, so your help is much appreciated.” – PGT Applicant

Author: Katherine Landrey, Director, Partner Success, North America