Market Intelligence
Higher Education Guatemala Central America

Guatemala Student Recruitment Strategies

Guatemalan students are attracted to U.S. higher education institutions. 

During the 2020/2021 academic year the U.S. hosted over 900,000 international students and reported $31.8 billion in education exports, which supported over 306,308 U.S. jobs.

According to UNESCO Student Mobility Statistics, the number of Guatemalan students studying abroad is 3,312 and the United States remains the leading destination with 1,102 students enrolled in higher education institutions during the 2020/2021 academic year.  The U.S. Commercial Service in Guatemala can help create a winning strategy for student recruitment.

U.S. educational institutions collaborating with reputable local educational institutions to build a solid partnership in the Guatemalan market should consider implementing the following strategies to attract Guatemalan students to U.S. higher education institutions: 

  • Digital Marketing: In today’s changing and modern world, digital marketing and education go hand-in-hand. The use of digital marketing strategies and social media are essentials to market and recruit Guatemalan students. 
  • Build a solid Relationship: Most of the private/bilingual schools in Guatemala have college counselors.  They are acutely aware of the information from U.S. Universities and maintain direct communication with EDUCATION USA in Guatemala which is the official source of U.S. higher education. A relationship with them will be very beneficial for the recruitment process.
  • Key Alliances: Guatemala offers opportunities to partnerships with universities for exchange programs for students and professors.
  • Financial Aid: U.S. Educational institutions that offer financial aid and/or international discounts are very attractive to potential Guatemalan students.
  • Participation in CS Events: Our local recruitment campaigns, fairs, trade missions, and outreach events are planned and organized based on the current demand, realistic timeframes, and in accordance with the market conditions. 

For additional information on market opportunities for U.S. education services contact Karla Salas at