UK perceptions improving among prospective EU students

EU-based citizens considering studying in an English-speaking country are showing increasingly positive attitudes towards the UK as a study destination, as revealed by research conducted by the British Council and published today. The study, which surveyed 1,700 students from six EU countries, indicates an improvement in perceptions since 2021-2, with particularly encouraging increases among students based in France and Germany.

The UK outperforms competitor countries in areas identified as crucial in influencing students' decisions, including the quality of education and research in the UK, as well as the prospects of future employability offered by a UK degree. The availability of specific courses and the value for money offered by UK courses are also highly regarded, with improvements seen in all these areas since 2021-2.

However, when compared to competitor countries, the UK still lags behind in key metrics such as the cost of living, entry and visa requirements, and the overall attractiveness of life and culture.

The study, conducted by Kubi Kalloo for the British Council, offers some optimism to UK universities that are recruiting from the EU, despite the challenges of recruiting EU students post-Brexit. The number of new EU students in 2021/2 declined by 53 percent compared to pre-pandemic levels.

Furthermore, within the study, researchers provide analysis on how the UK sector can focus its efforts to counter common misconceptions and stereotypes that contribute to these more negative perceptions.

For the marketing efforts of the British Council in 2023-4, measures will be taken to address some of the identified negative areas. The messaging will be adapted to help students understand scholarship offers, direct them to budget planning resources, and provide clarity on UK application processes and visa requirements.