US reputation for being open and welcoming plummets to record low

​Earlier this year we launched our ninth round of our Navitas Agent Perception Survey (NAPS) to shine a spotlight on the voices of our valuable agent partners. Take a look at one of our key insights below.

This year, reported interest in the US as a study destination has plummeted. As this once dominant destination slips in favour, opportunity for other destinations rises.

In the 12 months, the USA saw a 36pp decline in interest, taking it to new lows as a desired study destination.

Several factors contribute to this reported decline, with the primary causes being:

• a perception of policy volatility
• challenges and concerns around visa application processes and criteria, and
• the general rhetoric negatively impacting on the USA’s perceived friendliness towards international students.

Tony Cullen, Executive General Manager, Global Sales & Marketing shares:

We saw a relatively modest decline in interest from international students during the first Trump administration. The feedback from agents show that the drop in the USA’s attractiveness is much more severe in Trump’s second terms. It doesn’t help that the negative and mixed messages continue to flow from the White House on a regular basis. 

The falling interest in the US creates a ripple effect bringing more opportunities for other Big Four destinations, in particular Australia and the UK. It also brings exciting opportunities for emerging destinations to capture students who might have been considering the US but do not want to wait for policy and visa challenges in the US to improve.

With the removal of the US as a key destination, universities can target student segments that previously favoured US degrees with messaging that emphasises stability, openness, and safety.

Where can you learn more?

Visit Navitas Insights for more detailed commentary and analysis, including a series of upcoming articles based on our latest round of research.