Key findings: Study destinations trends

As global student mobility evolves, we're seeing distinct patterns in where students are looking to study:

• The USA, UK, Spain, Canada, Italy, and France continue to dominate as the most searched-for study destinations – and they're still growing. These countries remain highly visible and are also gaining momentum
• South Korea and Brazil stand out as fast-moving emerging destinations. Although they have lower total engagement, their growth in student interest, leads, and program activity suggests they're quickly becoming serious contenders
• Malta, Zambia, Taiwan, and Argentina also show rising student interest from a smaller base. These destinations may appeal to students looking for alternative locations with fresh opportunities
• Countries like South Africa, Portugal, Sweden, Finland, Czechia, and Lithuania remain popular but show slower recent growth. These established hubs offer consistency, mature systems, and strong student communities – ideal for those looking for stability.

These trends offer you 2 clear paths: well-known destinations with strong systems in place, and lesser-known countries eager to attract more international talent.

Data overview

We used a scoring system that combines total visibility (Interest Score) with growth (Growth Score) to evaluate destination performance.

✅ Strong and growing countries

These countries appeared in all three datasets: total demand, growth rates, and blended scores.

🔁 Popular but stabilizing countries

Still widely chosen by students, but with slower year-over-year changes in engagement.

🌱 Emerging destinations

These countries may not have the largest volume, but they're seeing a surge in student interest.

Conclusions

🎓 Want a destination that's proven and popular?

If you're looking for a country with strong infrastructure, global recognition, and plenty of fellow international students, you can't go wrong with places like the USA, UK, Canada, Australia, or the Netherlands. These countries continue to lead both in visibility and growth.

📈 Prefer something rising fast but still established?

Countries like Malaysia, Ireland, the UAE, and Mexico are gaining attention quickly. They may offer a balance of growing opportunities, international focus, and less-saturated markets – ideal for students who want something dynamic but reliable.

🌱 Looking to stand out or explore new ground?

If you're open to emerging destinations, fast-growing countries like Brazil, South Korea, and Singapore might surprise you. While they have fewer international students today, the momentum is building, and early adopters could benefit from fresh experiences and rising visibility.