Starts at AIRC

As institutions navigate increasing competition and uncertainty, expanding the definition of international enrollment may reveal opportunities hiding in plain sight. At Catalyst GEM, we spend a great deal of time talking with institutions about international growth. Whether those conversations focus on enrollment diversification, new markets, changing student demand, or long-term sustainability, one question continues to surface: Where will the next wave of international growth come from? It’s an important question. The international enrollment landscape has become increasingly complex. Competition for students continues to intensify. More countries are competing for market share. Visa policies can shift quickly. At the same time, institutions are being asked to deliver growth with limited resources and increasing pressure to diversify enrollment and revenue streams. As a result, many institutions continue searching for new markets, new recruitment channels, and new ways to attract more internationally mobile students. But what if we are asking the wrong question? What if the next international growth opportunity isn’t defined by where learners go? What if it is defined by who they are? Are We Defining International Enrollment Too Narrowly? For decades, international enrollment has largely been defined through the lens of student mobility. Institutions recruit students who are willing to leave home, obtain a visa, relocate internationally, and pursue their education abroad. That model has created tremendous value for institutions and remains a critical part of international enrollment strategy today. To be clear, this is not an argument against student mobility. Millions of students will continue to pursue education abroad because it aligns with their academic, professional, and personal goals. However, through our work with institutions, we believe a growing opportunity exists beyond this traditional definition of international enrollment. The question institutions should be asking is: Have we become so focused on mobile students that we are overlooking other international learners altogether? The International Learners Many Institutions Aren’t Counting Around the world, there is a growing population of learners seeking career advancement, skills development, and recognized credentials. Unlike traditional international students, however, many of these learners have no desire to leave their jobs, families, or home countries. They are working professionals. They are focused on outcomes. They are seeking upward mobility without geographic mobility. For them, the decision is not primarily about studying abroad. It is about advancing their careers, increasing earning potential, and remaining competitive in an evolving workforce. This audience may not fit the traditional image of an international student, but that doesn’t make them any less international. In fact, they may represent one of the most significant international growth opportunities that many institutions are not actively discussing today. Why This Opportunity Often Goes Unnoticed One of the most interesting observations we have made at Catalyst GEM is that the challenge is rarely demand. More often, the challenge is ownership. International enrollment teams are typically focused on student mobility. Online learning teams often focus on domestic growth. Workforce and professional education teams focus on adult learners and employer engagement. As a result, a growing category of international learners frequently falls between existing institutional structures. Not because institutions don’t care. Not because the opportunity lacks potential. But because it doesn’t fit neatly into how international enrollment has traditionally been defined or managed. The reality is that many institutions are not intentionally overlooking this audience. They simply haven’t historically viewed these learners as part of their international growth strategy. A Different Question for Institutional Leaders In many of our conversations with institutional leaders, discussions about international growth still begin with geography. Which markets should we enter? Which countries should we prioritize? Where should we recruit next? These are important questions. But perhaps there is another question worth asking: Are there international learners we are not currently considering at all? The answer to that question may reveal opportunities that are larger, more scalable, and less dependent on the traditional constraints associated with student mobility. Looking Beyond Mobility The future of international enrollment is unlikely to be defined by a single model. Student mobility will remain an essential part of global higher education. At the same time, a growing population of international learners is pursuing advancement without crossing borders. At Catalyst GEM, we believe institutions that broaden their definition of international opportunity will be better positioned to identify new sources of growth in the years ahead. The next international growth opportunity may not be a new destination country. It may not be a new recruitment channel. It may not even be a new market. It may be a new way of defining who an international learner is. And for institutions willing to look beyond mobility, that opportunity may already be hiding in plain sight.