At the recent European Association for International Education (EAIE) conference in Gothenburg, education leaders issued a timely warning: Europe should tread carefully when it comes to international student recruitment. With policy restrictions in traditional study hubs like the US, UK, Canada, and Australia, Europe is increasingly seen as an attractive alternative – but not without potential challenges.
The Changing Landscape of International Student Mobility
Nick Golding, co-founder and CEO-designate of the Global Education Recruitment Standards Authority (GERSA), highlighted how anti-immigration sentiment and policy restrictions in major destinations are redirecting students to new territories. However, he cautioned that countries must be prepared for the social and political consequences of sudden increases in student numbers.
“If there’s any lesson to be learned from Canada, the UK, and Australia, it is that the social license of international students, and indeed the institutions recruiting them, can quickly become forfeited or impaired,” Golding told delegates. His advice was clear: Europe should learn from the mistakes of others to avoid backlash at both local and policy levels.
Policy Pressure in Key Destinations
Golding’s comments come in the wake of major policy shake-ups:
- Canada and Australia have introduced measures effectively capping international enrolments.
- The UK has tightened visa rules for dependents and imposed stricter recruitment scrutiny.
- The US continues to face ongoing immigration crackdowns.
These push factors make Europe appear more welcoming and cost-effective to international students. Yet, without a considered approach, the benefits may be overshadowed by social tensions and political reaction.
The Role of Education Agents
A significant part of the discussion focused on education agents, who play a critical role in shaping the international student pipeline. Phil Honeywood, CEO of the International Education Association of Australia (IEAA), noted that the majority of international students in Australia are recruited through agents. During the pandemic, this process became even more competitive, creating what he described as a “wild frontier.”
However, he stressed that accountability lies with both parties. “You can’t have a bad agent without a badly behaved education provider,” Honeywood explained.
Naresh Gulati, CEO of Ascent One and a former international student, echoed this sentiment. He argued that agents are often blamed unfairly when in reality, poor recruitment practices are a shared responsibility. “If a shonky provider appoints a shonky agent, the student is going to suffer,” he said.
The Promise of Technology and AI
Looking ahead, panellists also discussed how technology could reshape international student recruitment. Gulati pointed out that artificial intelligence could be used to identify genuine students and filter out fraudulent applications. This, he suggested, could enhance integrity in the recruitment process while also strengthening trust between institutions, agents, and students.
What Europe Should Do Next
As Europe positions itself as a leading education destination, the lessons from North America and Australia are clear. Unchecked recruitment growth may win short-term gains, but long-term sustainability depends on responsible strategies. Transparency in agent partnerships, careful policy planning, and the use of innovative technologies like AI can help Europe build an ethical and balanced international student ecosystem.
The takeaway is simple: growth should never come at the cost of credibility. Europe now has a chance to learn from the mistakes of others—and set new global standards in international education recruitment.
Sources:
• The PIE News – “Lessons from Canada, UK and Australia for Europe to learn” (EAIE 2025 panel coverage)
• EAIE (European Association for International Education) Conference Proceedings, Gothenburg 2025