This 2025 U.S. Commercial Service Education and Training Services Resource Guide includes comparable and individual market assessments for myriad countries. The country assessments are based on observations and market research reports created by the U.S. Commercial Service.

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Angola

Quick Market Stats

Capital: Luanda
Population: 37,202,061 (CIA World Factbook 2024 est.) GDP: $84.72 billion (2023 GDP Current $USD) GDP Per Capita: $2,308.20 (2023 GDP/Capita Current $USD)
Currency: Kwanza (AOA)
Language: Portuguese (official)

UNESCO Student Mobility Number: Angola had 10,797 students studying abroad in 2022 according to UNESCO.

U.S. Census Bureau International Database: Approximately 66.5% of the population in Angola is under 25 years old.

OVERVIEW

Angola is a country rich in mineral resources such as oil, natural gas, diamonds, phosphates, bituminous substances, iron, copper, magnesium, gold, and ornamental rocks. Angola’s economy is heavily dependent on its oil and gas industry, accounting for most of its exports and national budget. As a result, Angola is highly susceptible to oil price shocks in the global economy, which have the potential to severely affect national currency reserves and the budget for new development projects. Because of this, the government of Angola has been working towards economic diversification to develop new industries and sources of revenue. The government has also been working to improve its business environment to attract foreign investment and support the creation of new jobs for its young population.

Angola’s public education sector has been struggling with poor learning outcomes, such as low primary school completion rates, a shortage of qualified teachers and physical classrooms, a high percentage of children and adolescents out of school, and low secondary school enrolment rates. After the civil war ended in 2002, Angola focused on rebuilding its educational institutions, expanding higher education opportunities and access, and improving the quality of higher education. Angola faces challenges related to infrastructure and insufficient government funding toward institutions of higher education, staffing, and operations. These challenges are further exacerbated by the country’s young demographic and the government’s persistently low levels of investment in public education due to other, competing development priorities.

Angola currently ranks 99 on the IIE Open Doors® 2024 Report’s International Student Leading Places of Origin. Of the approximately 10,000 Angolan students studying abroad, only 511 are studying in the United States. This number represents a decrease of 7.6 % in enrollment numbers from the previous academic year. The chart below shows the breakdown of Angolan students in the United States by academic level.

Number of Angolan Students Studying in the U.S. by Academic Level

Source: IIE Open Doors® 2024 Report: https://opendoorsdata.org/

Academic Level	Number of Students	% Change
UNDERGRADUATE	260	-11.9%
GRADUATE	86	13.2%
NON-DEGREE	57	-16.2%
OPT (Optional Practical Training)	108	-5.3%

Angola’s higher education development goals focus on improving the quality and accessibility of education, fostering research and innovation, and aligning the education system to support Angola’s long-term economic development and social progress, as found in Angola’s 2030 National Development Plan. Although Portuguese is Angola’s official language, increasingly, English-language curriculum and education is in demand, with more students and parents recognizing that speaking English will often lead to more job opportunities.

Angolan students have a strong focus on science, technology, engineering, and mathematics (STEM), which leads to many students in both the undergraduate and postgraduate categories enrolling in courses such as engineering, mathematics, and business management.

Through their social and corporate responsibility mandates, U.S. oil and gas companies such as Chevron and ExxonMobil, in partnership with the Angolan government, provide opportunities for talented students to pursue higher education in the United States, gaining critical skills and knowledge in oil and gas-related fields, such as petroleum engineering, geosciences, and project management. Texas, being a hub for the global oil industry, provides advanced training facilities and top universities for these disciplines. ExxonMobil has partnerships with leading Texas universities, such as the University of Texas at Austin and Texas A&M University, to provide specialized education and hands-on training to Angolan students. These programs often include internships and practical experience. U.S higher education institutions can tap into scholarship schemes offered by oil and gas companies in Angola such as Chevron, ExxonMobil, and others.

The National Institute for the Management of Scholarships (INAGBE) Presidential Decree No. 67/19 established the Annual Sending Program that selects 300 students with high academic merit to study at the best universities worldwide. The program aims to support students in fields crucial for Angola’s development, such as medicine, public administration, economics, engineering, and other high-demand sectors. In 2024, INAGBE provided 10,000 scholarships, of which 500 were for undergraduate students. Countries such as Hungary, China, Portugal, and Brazil provide external scholarship opportunities specific to government-approved programs.

Angola’s education levels are pre-school, primary, secondary, and higher education. Public and private universities follow the national curriculum regulated by the Ministry of Education. Portuguese and mathematics are compulsory subjects at the primary level.

Angolan schools generally operate a K – 6th grade model. There is no boarding school system except a few catholic, faith-based schools. Angola has 106 institutions of higher learning, of which 31 are public, and 75 are private, technical, and vocational institutions. Angola has three military academies. Most universities in Angola are in Luanda due to the population concentration, more developed infrastructure, and attraction of talent to an economic hub. Luanda, as the capital city, benefits more from government investment than other provinces in Angola.

SUB-SECTORS

Top Areas of Study for Angolan Students: The chart below depicts the top subjects that Angolan students pursue in the United States.

Major Field of Specialization

2022/2023

Business & Management

Communication & Journalism

14.0%

2.1%

Education

Engineering

1.5%

19.0%

Fine & Applied Arts

Health Professions

5.0%

3.3%

Intensive English & Non-Degree

Math & Computer Science

12.3%

25.0%

Physical & Life Sciences

Social Sciences

8.0%

Undecided

1.4%

Source: IIE Open Doors 2022-2023 https://opendoorsdata.org/

OPPORTUNITIES

Large Prospect Pool (Undergraduate, Graduate, Non-degree, Community Colleges)

Angola’s large and growing youth population presents a significant opportunity for U.S. education exports. There is increasing demand in Angola for high quality education, global exposure, and opportunities for Angolan youth to pursue education in the United States.

U.S. institutions are renowned for their programs in fields like engineering, medicine, technology, and business, which align with Angola’s growing sectors like oil, energy, and infrastructure development.

Beginning with English language programs makes it easier for Angolan students to transition to U.S. academic life. Studying in the United States allows Angolan students to build cross-cultural connections and gain a global perspective, which is valuable for leadership roles in Angola and beyond.

Public-private collaborations can create more pathways for Angolan students to access quality education in the United States.

Best Market Prospects to Meet Angola’s Educational Needs

Educational Technology (EdTech) Solutions: U.S. companies specializing in educational software, learning management systems, online learning platforms, and educational apps can export their products to support Angola’s education system in enhancing teaching and learning experiences.

Curriculum Development Services: U.S. firms with expertise in curriculum design and development can provide services to Angolan educational institutions to modernize their curricula, align them with international standards, and improve educational outcomes.

Teacher Training Programs: U.S. organizations offering teacher training, seminars, and certification programs can provide their expertise to Angola to enhance the skills and competencies of Angolan educators.

Educational Materials and Resources: U.S. publishers and suppliers of textbooks, workbooks, educational games, digital boards, teaching aids, and classroom supplies can export their products to Angolan schools and universities to support teaching and learning activities.

English Language Training: Given the global importance of English proficiency, U.S. companies specializing in English language training programs, such as language schools, online English courses, and English proficiency tests, can provide their services to Angola to help improve English language skills among students and professionals in the public and private sectors.

Higher Education Services: There is enormous interest for Angolan students to study in the United States. Universities and colleges can recruit Angolan students to go to the United States to study abroad. Additionally, U.S. institutions can provide higher-education services to Angola by establishing partnerships for international exchange programs, conducting joint research, and professional development opportunities for Angolan students and faculty members.

Educational Consulting Services: U.S. consulting firms with expertise in education policy, institutional development, accreditation, and quality assurance can provide their services to Angola to assist educational institutions and government agencies in improving the overall quality and effectiveness of the education system.

E-Learning: The provision of electronic content for online and distance learning is also growing rapidly. Given challenges with visa approvals for some international students, increasing access to the internet, and the rising cost of foreign exchange, online/distance learning is fast becoming an option that can be explored.

Market Entry: U.S. colleges and universities should consider coming to Angola to meet with key stakeholders and potential partners with a Gold Key Service (https://www.trade.gov/gold-key-service) offered by the U.S. Commercial Service in Angola. Traditionally, given historical and linguistic ties, Angolan students seek higher education opportunities in Portugal, Brazil, China, or Russia. However, demand is shifting, and more students and parents are inquiring about opportunities to study in the United States. U.S. universities should come to the market to increase awareness about specific course offerings and opportunities.

RESOURCES

U.S. COMMERCIAL SERVICE CONTACT

Tandeo Peshi, Commercial Assistant & Budget Analyst

U.S. Commercial Service – Luanda, Angola

Phone: +244 932 572 633

Email: Tandeo.Peshi@trade.gov

Website: https://www.trade.gov/angola

EducationUSA

Dionisio Dala – EducationUSA Advisor

EducationUSA Luanda

Phone: +244-222-641-000

Email: dalad@state.gov

Website: http://educationusa.state.gov/

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Argentina

Quick Market Stats

Capital: Buenos Aires
Population: 46,994,384 (CIA World Factbook 2024 est.)
GDP: $640.59 billion (2023 GDP Current $USD)
GDP Per Capita: $14,187.50 (2023 GDP/Capita Current $USD)
Currency: Peso Argentino (ARS)
Language: Spanish (official)

UNESCO Student Mobility Number: Argentina had 11,700 students studying abroad in 2022 according to UNESCO.

U.S. Census Bureau International Database: Approximately 38.2% of the population in Argentina is under 25 years old.

OVERVIEW

The education sector in Argentina is a key pillar of the country’s development, offering both public and private options across primary, secondary, and higher education. With a predominantly public and cost-free system, Argentina prioritizes accessibility and quality, positioning itself as a regional leader in education.

The country boasts a high literacy rate of 98% (UNESCO) and ranks second in Latin America for English proficiency (EF English Proficiency Index 2024). Furthermore, Argentina is home to eight universities listed in the Times Higher Education World University Ranking 2025 as well as the prestigious University of Buenos Aires (UBA), which currently ranks #71 in the QS World University Rankings 2025. These achievements highlight Argentina’s commitment to cultivating a highly skilled and competitive workforce.

Local universities offer diverse programs, and while fields like law, business, and medicine have traditionally been the most popular, educational trends in Argentina are shifting. According to UBA, 2024 saw a significant increase in enrollment in science, ICT, and engineering programs, reflecting a growing demand for technical and innovation-driven disciplines. This trend towards STEM fields is aligned with Argentina’s evolving labor market, which is home to the second-largest number of unicorn companies in Latin America.

Although the United States is a leading destination for Argentine students due to its attractive, high-quality educational system, the country’s macroeconomic challenges have significantly hampered the ability for students to study abroad. However, under President Milei’s reforms, Argentina is showing signs of economic recovery and trade liberalization. Notable indicators of economic recovery include a reduction in inflation from 211.4% in December 2023 to 117.8% in December 2024, an uninterrupted twelve-month trade surplus after years of fluctuating trade balances, and the elimination of a fiscal deficit that was approximately 15 percentage points of GDP when President Milei took office in December 2023.

In terms of trade liberalization, the government has implemented significant changes, including the simplification of import regulations, the elimination of the import licensing regime, and the removal of restrictions on timelines and access to foreign currency for import payments. If this positive trend continues in the coming years, the country is likely to experience a rise in international educational exchanges, an increase in the number of students pursuing studies abroad, and a greater engagement by Argentine institutions in partnerships and business opportunities with foreign companies and educational institutions.

SUB-SECTORS

According to the IIE Open Doors® 2024 Report:

Undergraduate Education: During the 2023-2024 academic year, 1,432 Argentine students enrolled in U.S. undergraduate programs, a 9.8% increase compared to the previous year, when 1,304 students from Argentina were registered.

Graduate Education: In the 2023-2024 academic year, the number of Argentine students pursuing graduate degrees in the United States dropped by 4.5% to 1,014, compared to 1,062 students in the 2022-2023 period. This decline is largely due to the local Argentine economic downturn.

Non-Degree Education: Throughout the 2023-2024 academic year, 172 students from Argentina enrolled in non-degree programs in the United States, a 6.8% increase from the previous year, when 161 Argentine students participated in such U.S. programs.

Optional Practical Training (OPT): During the 2023-2024 academic year, the number of OPT students from Argentina in the United States increased by 6.9%, reaching 483. This number is an increase from the 452 Argentine students pursuing OPT in the United States during the 2022-2023 academic year.

OPPORTUNITIES

Argentina offers significant opportunities for educational collaboration, particularly in specialized fields. While the country holds the second-highest level of English proficiency in the region, there remains potential for industry-specific courses and graduate programs in areas such as energy, mining, healthcare, finance, engineering, business, and information technology.

The country’s robust digital infrastructure, with one of the highest broadband penetration rates in the region¹, presents an opportunity for virtual education program providers. According to the Secretariat of Education, from 2012 to 2021, the number of students pursuing virtual education increased by 82.7%. This growth underscores the increasing demand for online learning, especially during and after the pandemic.

Argentine universities are keen to establish partnerships with U.S. higher education institutions, not only to offer courses in Spanish and Latin American studies but also to develop international student exchange and dual degree initiatives. These types of collaborations could serve as a strategic entry point into the Argentine market.

U.S. education institutions may also explore the potential of offering short-term programs that align well with work and travel programs popular with Argentines. These programs, which typically last four to five months, saw nearly 8,780 young Argentines travel to the United States in Fiscal Year 2023, according to the U.S. Bureau of Consular Affairs².

Challenges

Argentina’s current economic conditions pose challenges not only for students willing to study abroad but for local institutions and companies doing business abroad as well. While the Argentine government has taken several measures to restore purchasing power and streamline international trade procedures, the financial burden of traveling abroad for education limits opportunities for Argentines.

Furthermore, rising tuition costs at U.S. universities, combined with Argentina’s high-quality, accessible, and free education system, present another obstacle. The availability of high-quality local education not only reduces the need to pursue studies abroad but also attracts foreign students, primarily from the region, to study in the country.

Importantly, as opposed to the United States, the Argentine academic year runs from March to December, with a break during the austral summer from January to February. This difference in the academic calendar can affect international students’ plans and may require adjustments for those planning to engage in exchange programs.

The United States faces increasing competition from other countries, particularly European nations, which have well-established educational reputations and strong cultural and historical ties to Argentina.³ Between 1880 and 1930, nearly six million Europeans immigrated to Argentina, resulting in many families now holding dual citizenship, which grants easier access to European universities. This connection can influence students’ preferences and shift their focus toward European educational opportunities.

DIGITAL MARKETING STRATEGIES

Argentina is a highly digitally connected country, with 88% of the population having access to the internet. As of early 2024, the country had 31 million social media users and 62 million active mobile connections, reflecting a growing digital engagement.

The most popular social media platforms among internet users aged 16 to 64 include WhatsApp (93%), Instagram (86.5%), Facebook (82%), and TikTok (57%). These platforms offer valuable touchpoints for engaging with a diverse audience, particularly for brand awareness and product/service promotion.

In terms of online behavior, Google leads as the primary search engine, accounting for 96% of total web traffic in the country. When it comes to job search activities, platforms like LinkedIn, university job boards, and recruitment websites such as Bumeran, ZonaJobs, and Computrabajo are the most common and widely utilized by users.

Regarding educational opportunities, parents and students typically turn to digital channels for information. Social media advertisements, emails, and websites play a significant role in this process. While some private schools and universities provide counseling sessions, many parents rely on recommendations from family and friends to guide their educational decisions.

For U.S.-based study consortia and educational institutions planning to expand their digital outreach in Argentina, it is essential to recognize that 76.5% of internet users aged 16 to 64 turns to social networks, search engines, and consumer reviews for information about brands and products/services. Leveraging these digital channels effectively will be key for organizations looking to build a meaningful presence in Argentina’s dynamic and digitally engaged market.

RESOURCES

U.S. Commercial Service – Argentina: www.trade.gov/argentina
Fulbright Program: www.fulbright.edu.ar
North American-Argentine Cultural Institute (ICANA): www.icana.org.ar
Argentine Secretariat of Education: www.argentina.gob.ar/educacion
Argentine Government’s education program: www.educ.ar
Campus Global: www.argentina.gob.ar/capital-humano/educacion/campusargentinaglobal
U.S. Law School Virtual Fair: Home ׀ US LL.M. Fairs (usllmfairs.org)

U.S. COMMERCIAL SERVICE CONTACT

Emiliano Reynoso, Commercial Assistant
U.S. Commercial Service – Buenos Aires, Argentina
Phone: (54-11) 5777-4683
Email: Emiliano.Reynoso@trade.gov
Website: www.trade.gov/argentina

Footnote

¹90 percent of households in Argentina have access to the internet. UNESCO (2024, October 8). Evaluating Internet Development in Argentina. UNESCO Argentina. www.unesco.org/es/articles/evaluando-el-desarrollo-de-internet-en-argentina

²Informative tables available at https://travel.state.gov/content/travel/en/legal/visa-law0/visa-statistics/annual-reports/report-of-the-visa-office-2023.html

³To better understand the historical educational linkages between Argentina and Europe, refer to Bein, R. (2012, December 30). Argentinos: Esencialmente Europeos. QUADERNA. https://quaderna.org/1/argentinos-esencialmente-europeos/

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Australia

QUICK MARKET STATS

Capital: Canberra

Population: 26,768,600 (CIA World Factbook 2024 est.)

GDP: $1.724 trillion USD (2023 GDP Current $USD)

GDP Per Capita: $64,711.80 (2023 GDP/Capita Current $USD)

Currency: Australian Dollar (AUD)

Languages: English 72%, Mandarin 2.7%, Arabic 1.4%, Vietnamese 1.3%, Cantonese 1.2%, other 15.7%, unspecified 5.7%

UNESCO Student Mobility Number: Australia had 13,529 students studying abroad in 2022 according to UNESCO.

U.S. Census Bureau International Database: Approximately 31% of the Australian population is under 25 years old.

OVERVIEW

Per the Australian Department of Education, international education is among Australia’s top five exports, valued at USD $23 billion in 2022-2023. The leading countries of origin for international students in Australia are China (22%), India (17%), Nepal (8%), the Philippines and Vietnam (4%), and Colombia (3%). The country is home to 43 universities, with nine ranked in the QS World University Report’s top 100 for 2025. Per the IIE Open Doors® 2024 Report, during the 2022-23 academic year, 6,135 U.S. students studied abroad in Australia. In the same year, approximately 4,504 Australian students studied in the United States.

More Australians are opting to pursue education abroad, drawn by the diverse professional, academic, athletic, and social opportunities offered by U.S. institutions, making the United States a highly attractive destination.

Australian students are spread across a wide range of U.S. universities, with California, New York, Massachusetts, Pennsylvania, and Texas being the top five receiving states. However, more students are increasingly exploring other states.

SUB-SECTORS

In the 2023-2024 school year, 4,432 Australian students pursued their studies in the United States (Open Doors® 2024 Report), a slight decrease from the previous academic year.

Undergraduate Education: In the 2023-2024 academic year, 2,140 Australian students were enrolled in a U.S. undergraduate degree program, reflecting a decrease of 1.6% from the previous year. Undergraduate students often choose fields like liberal arts, business, international relations, film, or art.

Graduate Education: In the 2023-2024 school year, 1,163 Australian students were enrolled in a U.S. graduate degree program, an increase of 0.3% from the previous year. Graduate students typically pursue law, business management, or advanced sciences.

Non-Degree Studies: In the 2023-2024 school year, 461 Australian students were enrolled in a U.S. non-degree program, a decrease of 23.2% from the previous year.

Optional Practical Training: In the 2023-2024 school year, 668 Australian students were employed in the United States through OPT, an increase of 17.2% from the previous year.

OPPORTUNITIES

Australia and the United States have similar education systems, so Australian students can transition relatively seamlessly. Australian students are attracted to the unique characteristics of U.S. university life: collegiate sports, interdisciplinary/liberal arts degrees, and life within a close-knit campus environment.

U.S. schools should consider the Australian academic calendar when approaching the market. In most of Australia, the primary and secondary school year typically lasts from late January or early February to mid-December and is split into four terms. U.S. schools that tailor offerings that align with the Australian academic year will be more attractive partners.

The Summer Work Travel program provides qualified foreign students, including Australians, with an opportunity to live and work in the United States during their summer vacation from college or university to experience life in the United States. For more details, visit BridgeUSAPrograms | BridgeUSA (https://j1visa.state.gov/programs/summer-work-travel#participants).

Opportunities for athletic scholarships and sports programs at all levels of competition are popular among Australian students. Australia ranks amongst the top five sending countries of student-athletes to the United States through programs such as the NCAA. Some of the popular sports are basketball, tennis, soccer, track & field, and swimming. 

Research collaboration remains one of the top attractions for Australian students. Many Australian universities develop partnerships with specific U.S. universities for students and faculty to conduct research, including the University of Sydney, University of Technology Sydney, Australian National University, University of Melbourne, and others.

The AUKUS security partnership—comprising Australia, the United Kingdom, and the United States—creates new avenues for research and educational collaboration for workforce development and capacity-building. Key areas of focus for such collaborative research include Aerospace and Marine Engineering, Quantum Science and Technology, Robotics, and Computer Science, among others.

DIGITAL MARKETING STRATEGIES

Social Media: Australian students are regular users of Instagram, TikTok, Facebook, X, and YouTube. Many students utilize social media as a tool to gather information on university culture, application processes, and life abroad. Students mainly use Seek.com, Indeed.com, Jora.com, LinkedIn and campus newsletters for job opportunities. School counselors largely use email for their communications with parents. 

Best Student Recruitment Methods: Digital outreach through the institution directly and individual student organizations, such as athletic and cultural groups, is critical for recruiting young Australian students. Official institutional partnerships between Australian and U.S. universities also encourage collaboration, exchange, and publicity. Australian families utilize international educational consultants and EducationUSA to gather information about U.S. university opportunities. U.S. higher education institutions looking for well-qualified education recruitment agents in Australia can contact their local U.S. Commercial Service office for assistance.

Local Scholarship Programs: The Ramsay Centre and John Monash Foundation offer postgraduate scholarships for Australians to study at overseas universities, including in the United States. The American Australian Association (AAA) offers graduate scholarships for research studies in the United States in fields such as STEM, Journalism, Health, and more. Additionally, the AAA offers several indigenous graduate scholarships across various disciplines. The Australian American Fulbright Commission offers postgraduate scholarships to Australian citizens across all career stages, supporting study, research, and professional development in the United States.

EVENTS

· EducationUSA Australia – Events https://www.facebook.com/EducationUSAAustralia/

· Australian International Education Conference https://aiec.idp.com/

· EDUTech Expo June 11-12, 2025 International Convention Centre, Sydney https://www.terrapinn.com/exhibition/edutech-australia/index.stm

RESOURCES

· U.S. Commercial Service – Australia: https://www.trade.gov/australia 

· U.S. & Foreign Commercial Service Global Education Team: https://www.trade.gov/education-industry

· Industry and Analysis, Office of Supply Chain, Professional & Business Services: www.trade.gov/professional-and-business-services

· American Australian Association: https://americanaustralian.org/

· Australian-American Fulbright Commission: https://www.fulbright.org.au/

· Australian Embassy, Washington DC: https://usa.embassy.gov.au/

· Australian Department of Education: https://www.education.gov.au/

· EducationUSA Australia: https://au.usembassy.gov/education/

· John Monash Foundation: https://www.johnmonash.com/

· Ramsay Centre: https://www.ramsaycentre.org/

· Tertiary Education Quality and Standards Agency: https://www.teqsa.gov.au/

· Universities Australia: https://universitiesaustralia.edu.au/

U.S. COMMERCIAL SERVICE CONTACT

Rana Nusheiwat, Commercial Specialist

U.S. Commercial Service - Sydney, Australia

Phone: +61 2 8219 2100

Email: Rana.Nusheiwat@trade.gov

Website: https://www.trade.gov/australia 

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Austria

QUICK MARKET STATS

Capital: Vienna
Population: 8,967,982 (CIA World Factbook 2024 estimate)
GDP: $511.69 billion (2023 GDP Current $USD)
GDP Per Capita: $56,033.60 (2023 GDP/Capita Current $USD)
Currency: Euro (EUR)
Language: German (official nationwide) 88.6%, Turkish 2.3%, Serbian 2.2%, Croatian (official in Burgenland) 1.6%, other (includes Slovene, official in southern Carinthia, and Hungarian, official in Burgenland) 5.3% (2001 est.)

UNESCO Student Mobility Number: Austria had 26,416 students studying abroad in 2022 according to UNESCO.

U.S. Census Bureau International Database: Approximately 23.9% of the population in Austria is under 25 years old.

OVERVIEW

Highly qualified Austrian students and professionals actively participate in study abroad programs ranging from short-term to full year-long. Austrian professionals attend training programs in the United States at the individual and corporate levels. According to the IIE Open Doors® 2024 Report on International Education Exchange, 1,017 Austrians formally enrolled in academic programs longer than 90 days in the United States during the 2023/24 academic year, a slight decrease from the previous year. United States remains one of the top study-abroad destinations for Austrian students, ranking 4th place after Germany, the U.K., and Switzerland per UNESCO reporting.

English is the first foreign language that Austrians learn as early as primary school. As they progress through higher education, Austrian students generally have good English skills, which contribute to their strong interest in a broad range of studies in the United States, including in the areas of STEM, liberal arts programs, and professional degrees. Leading U.S. study destinations for Austrian students are New York, California, Massachusetts, Illinois, and Florida. International study experiences complement Austria’s strong education system allowing students and professionals to further advance their English skills and gain expertise not offered in Austria.

Austria’s education system ranks 10th among 67 countries worldwide for talent competitiveness, according to the 2024 Institute for Management Development (IMD) World Talent Report (http://www.imd.org). The goal of lifelong learning is highly integrated in the Austrian education system and society. This report also ranks Austria as 3rd in prioritizing employee training and 2nd in implementing apprenticeships. The high rankings are partly due to the Austrian government’s robust investment in education and professional development. With a total public expenditure of $13,458 per student, Austria ranks 8th in this category, making it one of the highest among OECD countries.

SUB-SECTORS

Upper Secondary Education: In Austria, students at the age of 16 may choose either the vocation or academic track program based on their field of interest and academic strengths. The vocational track lasts six years with a focus on practical life skills and preparation for an apprenticeship. This system of vocational training has proven successful in creating a skilled workforce and viable employment options for those who do not attend university.

The academic track is comparable to a college preparatory school in the United States. Austrian students, who decide to study in the United States for short or long-term programs are typically on an exchange program. They are attracted to the American high school system with classes and sports activities that are not offered in Austria. After secondary education, some students opt for a gap year in the United States to earn an additional diploma before studying at a university. Austria has over 5,900 secondary schools with around 1.14 million students enrolled for the 2023/24 academic year.

Erasmus+ Program: The Erasmus+ program from the European Union (EU) offers opportunities for U.S. universities to collaborate with European universities and partner institutions. These opportunities include student and faculty exchanges, joint projects, and funding for innovative programs.

Apprenticeship Program: In Austria, apprentices learn professional skills in entrepreneurial reality at companies, gaining theoretical and practical knowledge. The success of this program is a result of a strong collaboration between all responsible bodies on federal, regional, and local levels, as well as the companies. In 2021, there were 108,266 apprentices trained in 217 different apprenticeship occupations, of which 102,397 were employed at 28,461 training-companies and 6,880 were with 93 inter-company training institutions, according to the Austrian Ministry of Labor and Economy.

In April of 2022, the United States and the Republic of Austria signed a Memorandum of Understanding to deepen bilateral cooperation on skilled workforces and apprenticeships, with the aim to equip students and workers across a broad range of industries with occupational competencies developed and valued by employers. This MOU is currently being reviewed for renewal.

Higher Education: Austria’s higher education system consists of public universities, universities of applied sciences, private universities and teacher training colleges. There are 22 public universities, 21 universities of applied sciences, 16 private universities and 14 teacher training colleges. In the 2022/23 academic year, 400,340 students were enrolled at universities nationwide, a 1.8% increase from the previous year. The number of international students usually makes up a quarter of the total student body, with most of them coming from Germany and Switzerland. The good prospects for attracting Austrian students to study in the U.S. lie in the undergraduate and graduate levels. The primary motivators for Austrian students to study in the Unites States include the quality of American academic programs, the availability of scholarship funding, athletic opportunities, and the ability to experience U.S. culture and campus life.

Undergraduate/Graduate Education: According to IIE Open Doors® 2024 Report on International Education Exchange, 39.9% of Austrian students studying in the United States are at the undergraduate level. This represents a 1.2% increase from the previous year (406 students). Graduate students represent 25.6% of Austrian students studying in the U.S. In 2023/24, 260 students made up the graduate population, a 2.4% increase from the previous year.

Non-degree Education and Optional Practical Training (OPT): From 2022/23 to 2023/24, non-degree students decreased from 280 to 236, a decrease of 15.7%. For OPT, there were 115 students recorded for 2023/24, a decrease of 3.4%.

Overall, while there has been an increase in both undergraduate and graduate enrollments, the number of non-degree students has seen a significant decline. OPT continues to be a popular choice for Austrian students, providing practical work experience in their field of study.

Online Programs: Online education programs in Austria have been growing steadily, with over 10,000 students enrolled in fully or predominantly online degree programs in 2024. Institutions such as FernFH Wiener Neustadt report serving around 1,500 distance learners, reflecting the rising demand for flexible education especially since Covid. Though universities remain key providers, other institutions have expanded their online offerings as well. According to Statista about 25% of Austria’s population engages in some form of online or blended education. Online education platforms in Austria ensure academic standards equivalent to on-campus programs.

Research and Development: R&D in Austria has grown steadily, with around 3.3% of the country’s GDP allocated to R&D in 2024 – one of the highest rates in Europe. Institutions like the Austrian Institute of Technology and major universities lead key initiatives, employing an estimated 80,000 researchers nationwide. Private-sector engagement is also strong, accounting for more than half of Austria’s total R&D expenditures. In 2023, more than 150 U.S. companies collaborated on joint research initiatives, particularly in fields like the sciences, software, and advanced engineering. This high level of engagement shows the consistent interest Austria has in collaborating in the R&D sector.

OPPORTUNITIES

Education Technology (EdTech): The Austrian Ministry of Education is investing in digital and social transformation in public primary/secondary schools and in universities. Platforms such as, ANKÖ (https://www.ankoe.at/en/) and OpenTender EU (http://www.opentender.eu) are avenues for education-related public procurements. For more details on the digitalization in universities, see the Digital University Hub (https://www.digitaluniversityhub.eu/), initiated by the Ministry of Education. This gained more momentum after the Covid-19 pandemic.

Exchange Programs/Intensive English Language Programs (short and long term): As already showcased above, Austrian students have a strong interest in studying abroad, particularly in the United States. Additionally, there is a strong interest in unique programs that include STEM and intensive English language courses, hands-on scientific field and lab experiences, and professor-student, and private company engagement.

English Language Training: English is the first foreign language learned by Austrians, and there is a high demand for advanced English language training.

Distance Learning: Partnering with local schools/universities for online and distance learning programs. Local companies are also opting for online professional development training opportunities for their employees.

Scholarships and Grants: The Austrian Agency for International Cooperation in Education and Research (OeAD) (https://oead.at/en) manages a series of scholarship programs for international study, including the Erasmus+ program, allowing students to study, teach, complete an internship, or collaborate internationally with partner higher education institutions. Application for this program is through the local universities. Fulbright Austria (http://www.fulbright.at/) also has a very active program, providing grants to qualified Austrian students to teach, engage in research or study in the United States and offering American students parallel opportunities in Austria.

Large International Community: Vienna is a major global hub with at least 40 international organizations, in addition to diplomatic representation and non-governmental organizations, employing more than 4,000 foreigners. This large international population is supported by a growing number of international and bilingual schools that are partnered with international high schools and universities, further expanding their programs for international students.

International Collaboration in R&D: With a strong emphasis on R&D, Austrian institutions are open to international collaboration. U.S companies already partnered with Austrian universities, research institutions and other research projects. Field which are particularly present in the Austrian R&D landscape are life sciences, software, and advanced engineering.

Market Entry

When entering the Austrian market, it is highly recommended that U.S. institutions consider the following strategies:

•    Seek direct partnerships with public or private universities and secondary schools to facilitate joint programs and exchange programs for students and faculty.
•    Participate in local student fairs and outreach events, and meet face-to-face with school counselors, international department heads, and other stakeholders.
•    Provide clear and in-depth information about international programs and the application process, scholarships, grants, and financial aid. As in many European countries, tuition fees in Austria are generally lower than in the United States. Therefore, fully- or partially funded scholarships or exchange programs offsetting tuition fees are the best way to attract Austrian students.

U.S. Commercial Service Austria offers customized introductions and promotional programs for interested U.S. education institutions to meet targeted Austrian universities, schools, and private entities. The U.S. Government’s EducationUSA advising center also actively promotes study in the Unites States to Austrian students. Austrian students generally apply for international programs through international organizations directly or through their local schools or universities.

Digital Marketing Strategies

In Austria, young adults aged 18 to 30 are highly active online, with 96% using the internet daily. As of November 2024, Facebook leads the social media landscape with a 56.65% market share, followed by Instagram at 18.53% and Pinterest at 10.9%. Although Facebook retains the largest market share, young adults are more inclined to use other platforms like TikTok and Instagram. Notably, TikTok has experienced significant growth among young adults in Austria and has considerably influenced their purchasing decisions.

YouTube remains the foremost video-streaming platform, with a significant user base. For job searches, LinkedIn is a key resource, complemented by local platforms such as “Karriere.at” and “Stepstone”. Educational opportunities are often communicated through official school websites, educational fairs, the Austrian Agency for International Cooperation in Education and Research (OeAD), and targeted social media campaigns.

Given Austria’s high internet penetration rate with 7.32 million active social media users as of January 2024, U.S. educational institutions may consider increasing their marketing and recruitment engagements on platforms like Instagram and TikTok. Collaborating with Austrian educational and career portals and providing bilingual updates can effectively reach both students and their parents.

Resources

•    U.S. Commercial Service Austria: https://trade.gov/austria
•    U.S. Commercial Service Global Education Team: https://trade.gov/education-industry
•    EducationUSA: https://educationusa.state.gov/
•    Fulbright Austria: http://www.fulbright.at/
•    U.S. Embassy in Austria Visa Services: https://at.usembassy.gov/visas/
•    State Department Visa Website: https://travel.state.gov/content/visas/en.html
•    Erasmus+_: https://erasmus-plus.ec.europa.eu/
•    Bundesministerium für Bildung, Wissenschaft und Forschung - Federal Ministry of Education, Science, and Research: http://www.bmbwf.gv.at
•    Österreichischer Austauschdienst OeAD – Austrian agency for international mobility and cooperation in education, science and research: https://oead.at/en
•    EdTech Austria: http://www.edtechaustria.at/en/
•    Vienna Board of Education: http://www.bildung-wien.gv.at/
•    Statistik Austria: http://www.statistik.at
•    Education platforms: http://www.studyinaustria.at/en and http://www.studienwahl.at
•    Digital University Hub: https://www.digitaluniversityhub.eu/
•    Procurement platforms: UniControlling, http://www.ankoe.at
•    Organization for Economic Co-operation and Development (OECD): https://www.oecd.org/
•    Institute of International Education (IIE): http://www.iie.org
•    International Institute for Management Development (IMD): http://www.imd.org
•    UNESCO Institute of Statistics: http://uis.unesco.org/
•    Opentender EU: http://www.opentender.eu

U.S. COMMERCIAL SERVICE CONTACT

Robee Sallegue, Commercial Specialist
U.S. Commercial Service – Vienna, Austria
Phone: + 43-1-313-39-2203
Email: robee.sallegue@trade.gov
Website: https://trade.gov/austria

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Bangladesh

QUICK MARKET STATS

Capital: Dhaka
Population: 168,697,184 (CIA World Factbook 2024 est.)
GDP: $437.4 billion (2023 GDP Current $USD)
GDP Per Capita: $2,529.10 (2023 GDP/Capita Current $USD)
Currency: Bangladeshi Taka (BDT)
Language: Bengali (Bangla)

UNESCO Student Mobility Number: Bangladesh had 69,936 students studying abroad in 2022 according to UNESCO.

U.S. Census Bureau International Database: Approximately 42% of the population in Bangladesh is under 25 years old.

OVERVIEW

Bangladesh has a large and growing market for international education, driven by its young population and increasing economic development. As of 2022, Bangladesh has over 69,000 students studying abroad according to UNESCO data. The country has a very young demographic profile, with approximately 42% of the population under the age of 25. This large youth population, combined with rising incomes and aspirations for quality education, is fueling demand for international study opportunities. According to the IIE Open Doors® 2024 Report, there were 17,099 Bangladeshi students in the United States during the 2023/24 academic year, a 26.1 percent increase from the previous academic year, highlighting the increasing interest in U.S. education. Popular Fields of Study Bangladeshi international students often pursue various fields of study, with the most popular areas including engineering, math and computer science, physical/life sciences, and business. These fields reflect both global trends and the specific interests and skill sets of Bangladeshi students, who typically possess strong analytical and problem-solving abilities, and tend to focus on pursuing studies and careers in STEM fields.

Factors Driving Growth

Several factors are contributing to the growth of international education in Bangladesh. One major influence is the rising middle class, which has enhanced spending power. Additionally, government scholarships and financial aid programs have made studying abroad more accessible. Several grants and scholarships are available for Bangladeshi students seeking to study abroad: Bangladesh-Sweden Trust Fund (BSTF) travel grant: This provides one-way travel grants to students who have secured admissions and scholarships abroad but need assistance with travel costs. It’s available for undergraduate, graduate, and Ph.D. programs, with priority given to subjects contributing to Bangladesh’s development. Government-sponsored scholarships: The Bangladesh government offers various scholarships for international education, particularly in fields like science, technology, and humanities. These aim to reward merit and promote global awareness. Aga Khan Foundation International Scholarship Program: This provides 50% grant and 50% loan for studies in various countries, including the United States.

Joint Japan World Bank Graduate Scholarship Program: Funded by the Japanese government, this covers tuition fees, monthly stipend, airfare, health insurance, and travel allowances for studies in the United States, Africa, Japan, Europe, and Oceania. There is also a perception in Bangladesh that international degrees are more prestigious and provide a path to obtaining better English language skills. Finally, the limited capacity of the domestic higher education system drives students to look for opportunities to study abroad. Challenges Despite the promising opportunities, there are several challenges for U.S. institutions seeking to recruit students from Bangladesh. The high cost of U.S. education compared to other destinations is a significant barrier. Additionally, concerns related to visa processing and delays can deter prospective students. There is also increasing competition from countries like Malaysia, Germany, and Sweden which may offer more affordable or attractive alternatives. Moreover, awareness of U.S. institutions often remains limited to a few top-ranked universities, which can restrict broader interest.

Recruitment Strategies To effectively recruit students from Bangladesh, institutions can employ several strategies. Partnering with local education agents and consultants can provide valuable insights and connections. Participation in education fairs and exhibitions can raise awareness about study opportunities. Offering scholarships and financial aid packages is another compelling incentive that can attract students. Highlighting potential career outcomes and employment opportunities can further motivate students. Lastly, engaging in social media and digital marketing efforts is essential, alongside establishing connections with Bangladeshi alumni networks, which can enhance the institution’s reputation and visibility. Outlook The outlook for international student recruitment from Bangladesh appears positive, with continued growth anticipated in the coming years. As the country’s economy evolves and incomes increase, the demand for quality international education is likely to expand. U.S. institutions that develop targeted recruitment strategies tailored to the unique needs and preferences of Bangladeshi students will have significant opportunities to attract talented individuals from this emerging market.

SUB-SECTORS

Undergraduate and Graduate Education: The Bangladeshi market presents a robust opportunity for U.S. graduate studies, with a notable percentage of students pursuing higher degrees. Although graduate students make up a significant portion, the undergraduate market is also crucial for attracting new Bangladeshi students, making up nearly 30 percent of the overall student population. As over 30 percent of Bangladesh’s population enters college age, the demand for higher education is likely to grow. However, infrastructure gaps in Bangladesh’s higher education system and limited scholarship opportunities pose challenges for Bangladeshi students considering U.S. education.
The recruitment landscape for both undergraduate and graduate programs in Bangladesh is competitive, with students evaluating factors such as university rankings, OPT options, and financial aid. U.S. schools should emphasize unique offerings, campus safety, job opportunities, and a vibrant campus life in their promotional materials. Leveraging alumni networks to enhance the school’s presence and reputation can be highly beneficial.

Community Colleges: Community colleges have garnered increasing interest from Bangladeshi students, especially those with successful transfer programs to four-year universities in the United States. These institutions offer affordable tuition, international exposure, and accredited programs. Awareness of these institutions remains limited, necessitating targeted marketing efforts to promote community colleges among prospective Bangladeshi students. Bangladesh currently ranks 15th among markets for international students attending community colleges in the United States.

Secondary Education: The market for U.S. secondary education in Bangladesh is still developing, influenced by cultural factors and the rising number of international schools in the country. These aspects contribute to a lack of demand for high school programs from foreign institutions, indicating an opportunity for growth and development in this sector.

OPPORTUNITIES

Twinning Programs: Twinning programs, where students begin their studies in Bangladesh and complete them at partner institutions abroad, are gaining traction. Bangladeshi higher education institutions are increasingly establishing partnerships with foreign universities, seeking collaborations that allow for such programs. There is a growing interest from universities and Institutions of Eminence in Bangladesh to explore these opportunities.

Dual Degree Programs: The National Education Policy (NEP) in Bangladesh encourages collaborations that allow students to pursue dual degrees, one from a Bangladeshi institution and another from a foreign university. Credits earned may contribute to both degrees, but thorough diligence is needed to ensure the robustness of these agreements. Bangladeshi universities are seeking to partner with international institutions that offer high-quality programs.

Curriculum Development: Bangladeshi universities are keen on developing balanced and well-structured programs that meet international standards. Collaborations with top-ranked foreign universities are sought to enhance curriculum development and enrich the academic experience for students.

Student Exchange Programs: Student exchange programs that promote cross-cultural exposure and global perspectives are of increasing interest in Bangladesh. These programs allow students to study at partner institutions abroad for durations ranging from two weeks to a full semester. Bangladeshi educational institutions are open to collaborating with U.S. universities to facilitate these exchanges.

Representatives and Recruiters: Several U.S. institutions have appointed representatives in Bangladesh to facilitate student recruitment and promotional activities. The U.S. Commercial Service supports these efforts by helping educational institutions find reliable in-country partners for collaboration.

Online Programs: The market for online education in Bangladesh is poised to grow significantly and is projected to exceed $11 billion by 2026. The pandemic accelerated the transition to online learning, leading to increased demand for skill development through digital platforms. U.S. institutions can benefit from this trend by offering online courses and certifications catered to the Bangladeshi market. Professional Training Services: The professional training market in Bangladesh is expanding, thanks to economic growth and the increasing demand for skilled professionals. U.S. firms offering professional training services have opportunities to establish partnerships with local organizations to meet the training needs of mid-career professionals in Bangladesh.

Service Providers: Non-Bangladeshi universities are encouraged to form partnerships with local educational institutions to provide expertise in teaching, curriculum development, and school administration, thereby enhancing the quality of education in Bangladesh.

DIGITAL MARKETING STRATEGIES

U.S. universities have begun to utilize digital media experts and virtual reality tools to offer virtual campus tours. Popular social media platforms such as Facebook, Instagram, and YouTube are central to these recruitment efforts. The U.S. Commercial Service (USCS) has taken a proactive role in providing virtual tools to U.S. schools. Customized solutions and programs, including Virtual Education Fairs and personalized Virtual Trade Missions, have proven effective for U.S. institutions looking to enhance their recruitment efforts and foster collaboration with Bangladeshi universities.

RESOURCES

U.S Government
•    U.S. Commercial Service – Bangladesh: https://www.trade.gov/bangladesh
•    U.S. & Foreign Commercial Service Global Education Team: https://www.trade.gov/education-industry
•    Industry and Analysis, Office of Supply Chain, Professional & Business Services: www.trade.gov/professional-and-business-services

U.S. COMMERCIAL SERVICE CONTACT

Mashur Seth, Commercial Specialist
U.S. Commercial Service – Dhaka, Bangladesh
Phone: +88 017 1300 8173
Email: Mashur.Seth@trade.gov
Website: https://www.trade.gov/bangladesh

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Brazil

QUICK MARKET STATS

Capital: Brasilia
Population: 220,051,512 (2024 est.) (CIA World Factbook 2024 est.)
GDP (Purchasing Power Parity): $2.17 trillion (2023 est.)
GDP Per Capita: $10,294.90 (2023 est.)
Currency: Reals (BRL) Language: Portuguese

UNESCO Student Mobility Number: Brazil has 87,337 students studying abroad according to UNESCO.

United States Census Bureau: Approximately 34.7% of the Brazilian population is under 25 years old (2024).

OVERVIEW

Despite the economic and political challenges, Brazil remains the largest higher education market in Latin America, with education expenditure for 2023 reaching approximately US$ 14 billion. The Brazilian Ministry of Education’s budget for 2025 is projected to be $18 billion.
Brazil has 46.3 million students in its basic education system, with 5.3 million in preschool, 26.1 million in elementary school, and 7.7 million in high school. The higher education sector includes 9.9 million enrolled students and there are 2.3 million students in other modalities, such as adult education. Approximately 79 percent of higher education students go to private institutions.
The education sector is a priority for the government of Brazil. The internationalization of higher education is a subject that is gaining increasing relevance, both for public and private Brazilian higher education institutions. Brazilian federal research agencies have a long history of supporting international research partnerships and bilateral agreements have existed for decades with various countries in Europe, North America, and Latin America. Available English language courses at Brazilian universities are still limited but growing.
In contrast to primary education, higher education in Brazil is dominated by private institutions. Public higher education institutions are directed to serve as centers of excellence and research, with extremely competitive admissions standards and a limited capacity for expansion. Private higher education institutions are focused on meeting the professional requirements of the labor market and have developed flexible programs to meet the needs of the working population.
Industry specialists such as the Brazilian Association of Higher Education Maintainers (ABMES), expect that despite the challenging economic/political situation, the education sector in Brazil will continue to grow, particularly the distance-learning segment. Lower monthly tuition fees for distance-learning are expected to increase higher education enrollment.

SUB-SECTORS

Higher Education: Brazil ranks nineth as a country of origin for foreign students studying at U.S. universities. According to the IIE Open Doors® 2024 Report, 16,877 students from Brazil studied in the United States during the 2023-2024 academic year. The breakdown is as follows: 48.7 percent undergraduate; 29.8 percent graduate students; 5.1 percent other (language, short-term non-degree programs, etc.); and 16.4 percent OPT (Optional Practical Training).

Non-automatic recognition of foreign university credits toward earning a degree in Brazil is a barrier to U.S. education service exports. The Ministry of Education is in the initial stages of populating a system called “Plataforma Carolina Bori” that processes all validation requests for undergraduate and graduate degrees. Although this portal aims to accelerate the validation process by establishing precedents, it is still in the early phases of development.
Despite the bureaucratic challenges of having U.S. degrees recognized in Brazil, the number of Brazilian students choosing to study in the United States is significant. According to the IIE Open Doors® 2024 Report, Brazilian students in U.S. colleges and universities contributed $973 million to the U.S. economy during 2023. Top receiving states were Florida, California, New York, Massachusetts and Illinois.

Approximately 80 percent of Brazilian students who study abroad come from Brazil’s southern and central eastern states (São Paulo, Rio de Janeiro, Brasilia, Minas Gerais, Pernambuco, Rio Grande do Sul, and Paraná). Among these states (each of which presents excellent opportunities for overseas recruitment) São Paulo has the largest applicant pool and attracts the most talented students to its own university campuses. The capital city of Brasília located in Distrito Federal (Federal District) has the country’s highest GDP per capita at approximately USD $18,600, over twice that of São Paulo, the region with the second-highest GDP per capita. The state of Rio de Janeiro, the country’s hub for the oil and gas industry, attracts many engineering and science majors.

Community College: Community colleges are popular amongst Brazilian students due to more affordable tuition rates and the possibility to transfer to a 4-year U.S. university/ college.

Graduate Education: Graduate education, especially in the areas of executive/business education, has shown a slight increase in demand.

Secondary Education: Despite the higher cost, the demand for boarding schools in Brazil continues to increase among parents. However, day schools with family stay are also in demand among students with a lower budget. Parents will send their children for a semester or up to a year. Summer camps are also very attractive as an alternative to a long-term program.

English as a Second Language Programs: Brazil recognizes the need to improve English language skills across the country. Most of the population (including those employed in the tourism sector) lack basic English language skills, which is the main challenge for many Brazilian students applying for study abroad programs. Institutions that can address this issue by providing conditional acceptance tied to English language training or other such “pathway programs” may have a competitive advantage in attracting Brazilian students.

Short-Term Programs: Although private English language schools are abundant, student exchange programs are a huge market in Brazil, especially for short-term and part-time programs. Examples of exchange programs currently popular in Brazil include part-time study programs combined with tourism and outdoor sports, teen vacation (specifically for teenagers with a mix of classes and leisure activities), and English language programs designed for 50+ year-old students. U.S. schools interested in recruiting in Brazil should provide creative financing options, including options to pay in installments, since cost (along with proficiency in English language skills) will continue to be a challenge for Brazilian students studying abroad. Installment payments are widely popular throughout Brazil, from purchases of personal care products to larger purchases, such as computers.

Online Programs: For a student’s first international experience, online programs are not as attractive because the student wants to experience the local culture and living abroad. For more experienced students, perhaps those doing international study for a second time, it may be more attractive. The hybrid option seems to have potential to be explored in the coming years.

Education Technology: Education Technology (EdTech) is a growing market in Brazil. According to the Brazilian Association of Startups (ABSTARTUPS), in 2020 there were approximately 813 EdTech companies are active in Brazil. Sao Paulo is the leading city for the Brazilian EdTech industry, with a focus on the domestic market. 55% of edtech companies in Brazil are in the Southwest region (55%), with 38% in the State of Sao Paulo. The SaaS business model is utilized by 42% of the Brazilian edtech companies.

OPPORTUNITIES

Over the next decade, the fastest growing segment of the education market in Brazil will be short-term vocational and English language courses. The government of Brazil is investing in technical schools to provide courses for high school students and adults.

DIGITAL MARKETING STRATEGIES

In Brazil, digital marketing is effective. With a predominantly young population, social media is very popular. The most popular platforms for online learning are Plurall, Samba Tech/Samba Play, Udemy, Hotmart, Coursera, UOL Educação, Cia Tech, Portal Educação, and Prime Cursos. As far as social media, the most popular platforms for students are Instagram, TikTok and YouTube. For research purposes, students use the Internet in general and Google, in particular. LinkedIn is the most famous job search app. For videos, Netflix, Amazon, and YouTube are the most used by students. Schools’ outreach to students is done via Google ads, Instagram ads, Facebook ads, email, and LinkedIn ads. U.S. institutions should find an education recruitment agent who can use their social media pages to showcase their partner schools and/or contract an education marketing agency to prepare a recruitment strategy for them.

EVENTS

Education fairs and the use of recruitment agents are the most efficient means to recruit individual Brazilian students. Please see below some events related to education that might be of interest.
• Study Travel - ALPHE Conferences – March 12-14, 2025 – Sao Paulo – The Conference creates an environment for networking between international educators (language schools, high schools and higher education) and student recruitment agents. https://studytravel.network/alphe/conferences/st-alphe-brazil

• Brazil International Schools Forum & Workshop (organized by BMI/Times Higher Education) – April 2, 2025, São Paulo. Opportunity to connect with counsellors and principals from the leading private, bilingual, and international schools in Brazil. https://bmiglobaled.com/recruit-students/brazil-international-schools-forum-workshop

• FAUBAI Conference – April 26-30, 2025 – Brasilia – The Brazilian Association for International Education (FAUBAI) meets annually to promote the improvement of exchange programs and international cooperation to improve teaching, research, extension, and administration of affiliated institutions, seeking to stimulate the continuous improvement of the management of international exchange and cooperation. https://faubai.org.br/conf/2025/

• Bett Brasil Educar – April 28- May 1, 2025 – São Paulo – This show is the best annual opportunity to exhibit classroom technology and furniture in Brazil. The main objective of Bett Brasil Educar is to create an environment for networking, business, and presenting solutions to improve the quality of Brazilian education. https://brasil.bettshow.com/

• ICEF – October 2-4, 2025 – Rio de Janeiro– This workshop provides an opportunity for international educators from all sectors to solidify existing partnerships as well as establish new ones with quality, screened student recruitment agents. This is the largest event of its kind in Brazil. https://www.icef.com/events/icef-brazil/

Recruiting Fairs

•    Salão do Estudante (organized by BMI) – April 5 – 16, 2025, various cities – one of the biggest international student recruiting fairs in Brazil. For more information, visit: https://bmiglobaled.com/
•    EducationUSA Fairs - In 2025, EducationUSA will organize five different fair circuits throughout the year. For more information, visit: https://www.educationusafairs.org/
o    EducationUSA Latin America Community College Tour – March 27-April 3, 2025 – Mexico City; Lima; Arequipa and Sao Paulo.
o    EducationUSA Brazil Roadshow – April 3-16, 2025 – Sao Paulo, Recife, Fortaleza, Goiania, Belo Horizonte and Rio de Janeiro.
o    EducationUSA South America Fair – August 24 – Sept. 17, 2025 – Rio de Janeiro, Sao Paulo, Brasilia, Asuncion, Santa Cruz, Buenos Aires, Montevideo, Santiago, Lima, Quito, Guayaquil and Bogota.
o    EducationUSA LL.M. Fair Circuit (dates TBC) – Oct. 14 – Nov. 5 – Mexico City, Sao Paulo, Rio de Janeiro, Brasilia, Asuncion, Montevideo, Buenos Aires, Santiago, Lima, Quito and Bogota.

RESOURCES

U.S. Government
•    U.S. Commercial Service – Brazil: https://www.trade.gov/brazil
•    U.S. Commercial Service Global Education Team: https://www.trade.gov/education-industry
•    Industry and Analysis, Office of Supply Chain, Professional & Business Services: https://www.trade.gov/professional-and-business-services
•    EducationUSA Brazil: https://www.educationusa.org.br/
Government of Brazil
•    Brazilian Ministry of Education: https://www.mec.gov.br/
•    Language without Borders: http://isf.mec.gov.br/
•    FNDE: https://www.gov.br/fnde/pt-br
•    Proinfo: http://portal.mec.gov.br/index.php?Itemid=462
Other
•    Institute of International Education - Open Doors: https://www.iie.org/
•    Belta – Brazilian Educational and Language Travel Association: https://www.belta.org.br/
•    WENR– World Education News + Reviews: https://wenr.wes.org/
•    UNESCO International Student Flows: http://uis.unesco.org/en/uis-student-flow
•    INEP – Instituto Nacional de Pesquisas Educacionais Anísio Teixeira: https://www.gov.br/inep/pt-br

U.S. COMMERCIAL SERVICE CONTACT

Laura Reffatti, Commercial Specialist
U.S. Commercial Service – Brasilia, Brazil
Phone: +55 61 3312-7481
Email: Laura.Reffatti@trade.gov
Website: https://www.trade.gov/brazil

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Bulgaria

QUICK MARKET STATS

Capital: Sofia
Population: 6,782,659 (CIA World Factbook 2024 est.)
GDP: $101.58 billion (2023 GDP Current $USD)
GDP Per Capita: $15,885.50 (2023 GDP/Capita Current $USD)
Currency: Leva (BGN)
Language: Bulgarian

UNESCO Student Mobility Number: Bulgaria had 20,164 students studying abroad in 2022 according to UNESCO.

U.S. Census Bureau International Database: Approximately 24% of the population in Bulgaria is under 25 years old.

OVERVIEW

Bulgaria’s membership in the European Union has significantly improved mobility opportunities for Bulgarian students, with many choosing to pursue their higher education abroad, particularly in countries offering free or subsidized tuition., Bulgarian students remain less informed about education opportunities in the United States compared to institutions in the European Union and the United Kingdom, which conduct extensive promotional campaigns.
According to the latest data from Eurostat, the Bulgarian government expenditure on education remains the same as last year at 4.0% of GDP. Despite marking a slight increase from prior years, education costs in Bulgaria are still one of the lowest in the European Union, as only EUR 296 (approx. USD $313) are spent per inhabitant, on average.

As a member of the European Union (EU), Bulgaria benefits from various programs. The EU’s Operational Program Education 2021 to 2027 helps to develop and strengthen innovations in higher and general education, as well as vocational training. The fund amount exceeds approximately USD $890 million and is expected to advance students’ opportunities for knowledge, skills, and competencies by supporting laboratories and pilot centers, various activities, and scholarships. In addition, in February 2021, the Bulgarian council of ministers adopted the strategic framework for education and training for the period 2021-2030. It corresponds to the vision and general objectives of the National Development Program Bulgaria 2030 and outlines the main principles and priorities for the development of education and training in Bulgaria.

SUB-SECTORS

Higher Education: There are a total of 51 higher education institutions in Bulgaria. Nineteen out of the 51 are colleges for professional education in sectors such as tourism, business and management, and marketing. College education in Bulgaria lasts approximately three years. The IIE Open Doors® 2024 Report reveals that the number of Bulgarian students in the United States increased by 5.5% over the last academic year, from 546 students during the 2022-2023 academic year to 576 students in the 2023-2024 academic year.

The only U.S. university in the country — the American University in Bulgaria (AUBG) – located in two cities, Blagoevgrad and the capital, Sofia. Since its opening in 1991, AUBG has consistently ranked number one among universities in Bulgaria for its business administration, management, and PR/mass communications programs. AUBG has approximately 1,000 students. In 2017, AUBG started the first Executive Master’s program in banking, finance, and real estate at its campus in Sofia, as a joint venture program in cooperation with the SDA School of Business, Bocconi University in Italy.

AUBG has an active international student exchange program and currently has an agreement with The University of Maine, in Orono, Maine for semester- and year-long programs. Incoming students must be enrolled at the University of Maine, Orono, Maine or the State University of New York, Fredonia, New York. The academic credits are recognized in Europe and in the United States.

In 2023 another Dual Executive MBA program in Bulgaria started in a partnership between Northern Illinois University and the University of National and World Economy in Sofia
Also, the WIPO (World Intellectual Property Organization) Academy, the Patent Office of the Republic of Bulgaria, and Sofia University started offering a joint Master’s degree program in intellectual property and technology transfer (MIPTT) in October 2023. The new program marks WIPO’s first graduate offering with a specialization in technology transfer. Leading professors from Sofia University, alongside experts from WIPO and the Bulgarian Patent Office will support students through their learning journey

Secondary Education: Another established U.S. education institution in Bulgaria is the American College of Sofia (ACS), a secondary school based in the capital, Sofia. The school was founded in 1860 and is one of the oldest U.S. education institutions outside the United States. Every year, ACS students receive the highest results in the final state exam.

Since 2018, distance learning in secondary education in Bulgaria has gained traction. American School of Bulgaria in Varna partners with a Florida-based American High School to provide an online program that gives Bulgarian students the opportunity to earn a U.S. diploma by taking the courses required by the State of Florida’s Education Department. When enrolled in the American High School program, the students can sign up for the whole gamut of middle and high school subjects, which vary from English literature, to business, to programming, to psychology and anthropology.

Most Bulgarian students willing to study abroad are proficient in English and are usually very well-prepared academically, which facilitates their learning experience abroad. About 98% of high school students study a foreign language (usually English) and 73% study a second language (mainly German, French, Spanish, or Russian).

In Bulgaria, there are 42 foreign language schools in the country that are fully licensed to teach the English language in addition to other foreign languages. Examples are First English Language School and Secondary English Language School, “Thomas Jefferson” based in Sofia, and the English Language High School “Geo Milev” in the town of Burgas. In these high schools, the students’ first year is fully focused on intensive English language study. Grades 9 to 12 study almost every subject in English and have the option to learn a second language (German, Spanish, or Russian). Most of the graduating students prefer to continue their studies abroad.
Bulgarian universities are also continuously working to improve their services to students. In 2024, Sofia University launched a free online student platform, making available all digitized textbooks and library studies.

OPPORTUNITIES

The best prospects for Bulgarians to study in the United States include intensive English language training programs (e.g. summer programs for both students and adults), programs in business administration, work, study, and travel programs (around 4000 Bulgarian students participated in 2023), e-learning; and undergraduate and graduate degrees.

There is an increased demand for exchange summer programs with various private universities in the European Union (through different educational programs), the United Kingdom, and the United States. Bulgarian universities could provide excellent support for U.S. study abroad programs seeking semesters or courses taken abroad.

Summer courses in the United States and year-round online courses could present good opportunities for U.S. universities and schools looking to attract Bulgarian students. Summer English language programs are suitable for local students and fit well with Bulgaria’s semester structure. Distance learning courses and e-learning are getting more popular among younger generation students.

Educational consulting agencies in Bulgaria provide great assistance to Bulgarians who plan to study abroad. The opportunities for students are numerous, from attending boarding school or pursuing an undergraduate degree, to seeking internship opportunities abroad. These consulting agencies inform students about requirements and documentation, while facilitating the study abroad process. They include such entities as Integral Educational Programs Ltd., Darbi ESH Study Abroad, UNIFY Ltd., Skylines Ltd. SRT, Edlanta Education Abroad, Miotrade/Edumarket, and more.

The Fulbright program offers grants for Bulgarian graduate students (Masters, Ph.D.), research programs for doctoral scholars, grants and fellowships for professionals, and scholarships for members of non-governmental organizations (NGOs). Students and young professionals are given the opportunity to increase mutual understanding between the people of the United States and their own culture.

To assist U.S. universities in promoting their programs to Southeast European (SEE) countries, the U.S. Commercial Service in Bulgaria supported and organized numerous Virtual Educational Fairs (VEFs) and participated in various virtual matchmaking programs to assist U.S. educational institutions connect with potential partners. The U.S. Commercial Service can assist interested U.S. educational institutions to find recruitment partners in Bulgaria.

DIGITAL MARKETING STRATEGIES

Online programs were not popular in Bulgaria until 2020. Leading universities, such as Sofia University, Varna University, and New Bulgarian University already provided various online education programs. Traditionally, online programs have been an alternative for many students with full-time jobs. The prices for these programs vary from $700 to $5,000 per year. Due to the Covid-19 pandemic, schools and universities in Bulgaria pivoted to classes online. Over 700,000 pre-school and school aged children were impacted. Preferred online platforms include Microsoft Teams, Zoom, Shkolo, Moodle, Ucha.se, and Google Classroom. Of these, Shkolo and Ucha.se are Bulgarian online platforms. Shkolo (https://www.shkolo.bg/) is used by 70% of the schools in the country, and it was developed in March 2020. Ucha.se (https://ucha.se/) has more than 16,000 video lessons. DOX.bg, Microsoft Teams, Google Classroom, Zoom, and Moodle are mostly used by Bulgarian universities.

A1, which is one of the leading providers of digital services and telecommunications solutions in Bulgaria, teamed up with Prosveta Publishing House to give Bulgarian students, parents, and teachers fast, convenient, and secure access to modern digital education. In addition –Klett Bulgaria that publishes the other two most popular school-related publishing houses in Bulgaria - Bulvest and Anubis announced that all their textbooks will have an electronic version available along with other studying digital resources.

Bulgarian universities are also continuously working to improve their services to students. In 2024, Sofia University launched a free online student platform, making available all digitized textbooks and library studies.
Working with digital marketing specialists familiar with the market trends is the best approach to reach to the Bulgarian students. Use of promotional free online courses and programs, along with use of AI, various digital communication platforms, case studies and collaboration with student organizations and clubs could be also taken into account for a successful market entry.

EVENTS

World Education Fair
March 22, 2025
Sofia, Bulgaria
https://www.iwef.eu/?market=1#e

RESOURCES

•    U.S. Commercial Service – Bulgaria: https://www.trade.gov/bulgaria
•    Ministry of Education and Science: https://www.mon.bg/en/
•    Fulbright Commission: http://www.fulbright.bg/en/
•    National Statistics Institute: http://www.nsi.bg/en
•    Horizon 2020: Home - HORIZON EUROPE - The Bulgarian Information Portal - https://horizoneu.mon.bg/
•    American University in Bulgaria: https://www.aubg.edu/
•    Eurostat: https://ec.europa.eu/eurostat
•    UNESCO: https://www.unesco.org/en/articles/bulgarias-education-response-influx-ukrainian-students
•    National Centre for Information and Documentation (NACID): https://rvu.nacid.bg/home
•    Ranking of higher education institutions in Bulgaria: https://rsvu.mon.bg/#/
• WIPO: https://www.wipo.int/academy/en/news/2023/news_0052.html

U.S. COMMERCIAL SERVICE CONTACT

Peter Delin, Commercial Specialist
U.S. Commercial Service – Sofia, Bulgaria
Phone: +359 2 939 5784
Email: Peter.Delin@trade.gov

Website: https://www.trade.gov/bulgaria

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Burma

Quick Market Stats

Capital: Rangoon (Yangon)
Population: 57.5 million (CIA World Factbook 2022 est.)
GDP: $66.76 billion (2023 GDP Current $USD)
GDP Per Capita: $1,233.20 (2023 GDP/Capita Current $USD)
Currency: Myanmar Kyat (MMK)
Language: Burmese

UNESCO Student Mobility Number:
In 2022, Burma had 12,878 students studying abroad, according to UNESCO.

U.S. Census Bureau International Database:
Approximately 40.6% of the population in Burma is under 25 years old.

OVERVIEW

Burma’s education system comprises five key segments: early childhood care and development, basic education, alternative education, technical and vocational education and training, and higher education. There is high demand for foreign-accredited bachelor’s degrees, leading local training centers to partner with international universities to offer affordable, locally delivered foreign degrees, and a range of certificate and diploma programs in fields such as business, marketing, finance, information technology, engineering, and education, often in collaboration with international partners.

While students from upper- and middle-class families are attempting to study abroad, the rest are eager to earn degrees from recognized foreign universities in private institutions in Burma. More than 50 international schools and over 100 local private schools operate in Yangon and Mandalay, offering pre-elementary, elementary, secondary, and higher-education level courses to meet market demand for English language, computing, accounting, and business-related training.

Some local education agents now provide preparatory educational services to students who want to study abroad or pursue international education. These education agents offer pre-collegiate programs to assist students in developing their academic abilities to secure admission and possible financial assistance at international institutions in the United States, the United Kingdom, Japan, Australia, Canada, and Singapore. They also assist with visa applications, prepare students for life in a Western college setting, and assist in career planning.

SUB-SECTORS

According to the IIE Open Doors® 2024 Report on International Educational Exchange, 3,222 Burmese students were studying in the United States during the 2023-24 academic year, marking a 69% increase from 2021-22 (1,909 students). In 2023-24, 76.3% Burmese students in the U.S. were enrolled in undergraduate programs, 14% were in graduate programs, 3% in non-degree programs, and 6.6% in optional practical training.

Popular fields of study include business, finance, project management, hospitality, accounting, marketing, engineering, and information technology. About 47.4% of students attend Associate’s Colleges. California, New York, Massachusetts, Washington, and Texas are the top receiving states for Burmese students.

Community Colleges: The community college concept is gaining popularity in Burma as students and parents realize that the idea is an effective and economical route to transfer to high-ranked four-year universities. Burma ranked 10th among international students enrolled in community colleges in the United States in the 2023-24 academic year, accounting for 3.1% of all international students in this category.

Local education agents play an essential role in promoting the community college concept in Burma. Many U.S. community colleges have partnered with regional study-abroad agents to recruit Burmese students.

Four-Year Degree and Master Programs: Local education agents and counseling services have partnered with many U.S. universities to promote U.S. graduate and postgraduate programs to Burmese students. Further, in May 2023, the Ministry of Education implemented the new Private Education Law 2023, which supersedes the prior Private School Registration Law of 2011. The Private Education Law 2023 brings positive prospects for U.S. universities to collaborate with educational institutions in Myanmar to offer localized degree programs (https://trade.gov/market-intelligence/burma-private-education-law).

OPPORTUNITIES

People in Burma realize the importance of quality education, and parents are willing to invest in their children’s education to have good career opportunities after graduation. The local learning centers actively seek partnerships with U.S. education institutes and universities for undergraduate, graduate, and postgraduate programs.

Educational seminars given by universities from different countries offering scholarships are becoming common in Burma. While attracting students from Burma, foreign universities can also explore new partnerships to invest in Burma’s education sector. Private companies are investing in primary and secondary school segments to meet the growing demand in the market.

Education service providers offering local representation play a critical role in the success of U.S. colleges and universities in Burma’s education market. Students and parents feel at ease seeking advice on issues such as the school admission process and guidelines from experts, advisors, and counselors based in the country who have a broader understanding of schools and policies. Numerous U.S. colleges and universities have appointed local education providers to promote their schools and recruit students from Burma.

DIGITAL MARKETING STRATEGIES

Following the 2021 coup, the military regime imposed strict controls on internet and social media access across the country, including the use of VPNs, which are essential for accessing platforms such as Facebook, WhatsApp, Instagram, Viber, and Signal. A digital marketing strategy is further hindered by limited access to high-speed internet and mobile phone networks in rural areas amid the civil conflict, as well as slow data speeds and low digital literacy.

Less than 5% of school-age children (aged between 6 to 17 years) use online education as a learning resource; it is primarily a supplementary tool rather than a replacement for traditional schooling.

RESOURCES

U.S. Commercial Service/Burma: https://www.trade.gov/burma
Education USA Burma: https://educationusa.state.gov/centers/educationusa-burma-american-center-rangoon
Burma Country Commercial Guide: https://www.trade.gov/country-commercial-guides/burma-education
World Bank: https://www.worldbank.org/en/country/myanmar

CS CONTACT

U.S. Commercial Service - Burma
Email: office.burma@trade.gov
Website: https://www.trade.gov/burma

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Canada

Quick Market Stats:

Capital: Ottawa
Population: 38.8 million (CIA World Factbook 2024 est.)
GDP: 2.14 trillion (2023 GDP Current $USD)
GDP/Capita: 53,371.7 (2023 GDP/Capita Current $USD)
Currency: Canadian Dollar (CAD)
Languages: English, French

UNESCO Student Mobility Number:
Canada had over 51,000 students studying abroad in 2022 according to UNESCO.

Percentage of the Population Under Age 25:
Approximately 26.3% of the population in Canada is under 25 years old.

OVERVIEW

Canada is an affluent, bilingual, and high-tech industrial society, with a market-oriented economy, and high living standards. Canada is the second largest country in the world by landmass and spans across six time zones. The United States and Canada share the world’s longest land border, with about 80% of Canada’s population living within 100 miles of the U.S. border, which represents relatively easy access for Canadians to travel to and from the United States. In terms of culture, Canada has been primarily influenced by the various European cultures and traditions of its constituent nationalities, particularly British and French culture. There are also influences from the cultures of its indigenous peoples and from the United States.

Canada’s education system is internationally recognized for its academic excellence, innovation, and inclusivity. Canadian universities are ranked among the best globally, with seven institutions in the Times Higher Education World University Rankings (2023). The country excels in areas like reading literacy, math, and sciences (OECD, 2020) and has a robust system for quality assurance. Canada’s higher education system was ranked 7th globally (Universitas, 2020), and 46% of graduates participated in hands-on learning (Statistics Canada, 2018). The country is also home to 196 of the world’s most highly cited researchers (Clarivate, 2021).

The education system is primarily public, with most students attending public primary and secondary schools, which are funded by provincial governments. However, while public schools offer a high standard of education, the quality can vary across provinces due to disparities in funding, especially in rural or economically disadvantaged regions. Urban centers typically have better resources, more extracurricular options, and specialized programs. In contrast to the public sector, private schools in Canada cater to a niche market, providing more tailored educational experiences, but they are generally not viewed as significantly superior in terms of overall academic outcomes. Approximately 95% of Canadian students are enrolled in public schools, while the remaining 5% attend private institutions at the secondary education level.

According to Statista’s Student Enrollment Numbers, in 2022, Canada had approximately 4.96 million students enrolled in public elementary and secondary schools. At the post-secondary level, there were around 2.19 million students attending universities and colleges across Canada.

SUB-SECTORS

Canada ranks fourth on the IIE Open Doors® 2024 Report list of International Student Leading Places of Origin. During the 2023-24 academic year, approximately 28,998 Canadian students were enrolled at U.S. educational institutions. The top five states hosting Canadian students during this period were New York, California, Massachusetts, Michigan, and Pennsylvania. Most Canadian students chose degree-granting institutions, such as colleges and universities, over technical and trade schools, all of which have experienced modest year-over-year growth. The highest increase (16.7%) occurred at the Optional Practical Training level. Canadian students predominantly pursued studies in business/management, health sciences, and physical/life sciences, with demand for these fields and others remaining relatively stable between the 2021-22 and 2023-24 academic years (see Tables 1 and 2).

Table 1 - Canadian Students in the United States by Academic Level – Past 4 Years

Academic Level	2020/2021	2021/2022	2022/2023	2023/2024
Undergraduate	11,981	13,004	13,051	13,726
Graduate	9,499	10,338	10,669	10,428
Non-Degree	505	472	460	529
Optional Practical Training (OPT)	3,158	3,199	3,696	4,315

Source: IIE Open Doors® Report

Table 2 – Canadian Students’ Fields of Study – Past 3 Years

Area of Study

2021/22

2022/23

2023/24

Business Management

Education

16.4%

4.8%

16.6%

4.6%

17.3%

4.1%

Engineering

Fine/Applied Arts

8.5%

7.0%

8.4%

7.4%

8.8%

7.2%

Health Professions

Humanities

13.5%

3.0%

12.5%

2.9%

11.5%

2.7%

Intensive English

Math/Computer Science

0.0%

7.9%

0.0%

8.3%

0.0%

8.6%

Other Fields of Study

Physical/Life Sciences

15.1%

9.8%

14.9%

10.1%

15.7%

10.8%

Social Sciences

Undeclared

10.9%

3.0%

11.2%

3.2%

11.0%

2.4%

Source: IIE Open Doors® Report

OPPORTUNITIES

K-12 Schools: In 2024, the U.S. Department of Homeland Security, Student and Exchange Visitor Information System (SEVIS) data, recorded that there were 1,725 Canadian K-12 students enrolled in U.S. schools, primarily boarding schools. This is a +21% increase from the 1,425 students that were enrolled in 2023.

Higher Education: U.S. institutions can capitalize on the strong demand for undergraduate, graduate, and community college programs in Canada. Many Canadian students are interested in cross-border education, whether for cultural exchange, research collaborations, or specialized programs not offered at home. U.S. institutions could expand their recruitment efforts in Canada, particularly focusing on programs in business, technology, engineering, and health sciences.

Online Programs: Online learning is a rapidly growing sector across the Canadian education system due to the increasing demand from Canadian students. Many Canadian universities and colleges offer online degrees and professional development programs, with a particular interest in flexible, tech-focused programs. U.S. institutions can expand their offerings of online degree and certification programs to meet the needs of Canadian students. As Canadian students increasingly seek flexible, online learning opportunities, U.S. universities and colleges can position themselves as global leaders in distance education.

Research and Development: Canada has a strong research focus, with a commitment to innovation in fields such as technology, health sciences, and environmental studies. U.S.-Canadian research collaborations are flourishing, particularly in fields such as environmental science, health technology, and Artificial Intelligence. There are significant opportunities for U.S. academic partnerships in this area, especially with the increasing federal and provincial investment in research programs. U.S. institutions with strong research capabilities can explore partnership opportunities with Canadian universities and research institutes. Joint research projects and engagement with schools across the border will not only be advantageous, but spur innovation in critical areas such as energy, supply chain resiliency, and Artificial Intelligence.

Professional Training: There is steady demand for professional training services, particularly in areas like business management, technology, healthcare, and finance. U.S. institutions can partner with Canadian companies and professional organizations to deliver specialized certifications and corporate training programs, especially in high-demand sectors like technology, healthcare, and finance. Partnerships with Canadian businesses for customized corporate training and certifications are key growth areas.

Education Technology: As part of Canada’s push towards innovation, education technology is gaining traction across all levels of the education system. There is potential for U.S. edtech companies to enter the Canadian market with products and services aimed at supporting e-learning, hybrid learning, and STEM education. Canada’s focus on STEM education and innovation aligns well with the strengths of U.S. edtech companies.

Scholarships: A third of all Canadian students traveling to the United States every year is a direct result of college athletics and academic scholarships. Highlighting those opportunities is an important attraction for U.S. schools. Other key things to keep in mind would be providing detailed information about applications, timelines, and additional requirements.

Tuition: Coupled with Canada’s lower tuition rates (compared to U.S. tuition rates), and the fluctuating U.S.-Canada exchange rate, U.S. institutions must highlight distinguishing factors to attract the more discerning learner. Education is highly valued, and parents and students will be looking for optimal education opportunities within their budget. There are a few different types of mutually beneficial partnerships to aid with tuition costs, including cross-border tuition agreements, reciprocity programs, and joint degree programs.

DIGTAL MARKETING STRATEGIES

Popular Platforms for Students: Canadian students are highly active on social media platforms, particularly Instagram, TikTok, and Facebook. These platforms are widely used for both socializing and researching educational opportunities.

Social Media Sites: Instagram and TikTok are the most popular social media sites among students. These platforms are commonly used for both educational content and lifestyle sharing.

Researching Information: Students in Canada typically use a combination of Google and social media to research educational opportunities. Education-specific websites like university websites, LinkedIn, and EdTech blogs also play a significant role.

Job Search Platforms: Canadian students frequently use LinkedIn to explore career opportunities. Other job platforms like Indeed Canada and Glassdoor are also popular among students and recent graduates.

Popular Streaming Platform: The most popular streaming platform in Canada is YouTube, followed by Netflix and TikTok for both entertainment and educational content.

Platforms Used by Schools and Competitor Countries: In-country schools and competitors (e.g., the UK, Australia) often use a variety of social media, websites, and virtual fairs to reach prospective students. Platforms like Instagram, Facebook, and LinkedIn are particularly effective for outreach.

Educational Outreach: Students and parents in Canada often receive information about educational opportunities through school counselors, education fairs, and online portals. Social media and educational webinars are also important channels.

Recommendations for U.S. Institutions: U.S. educational institutions should leverage Instagram and TikTok, especially for younger students and LinkedIn for young adult students and parents, for targeted outreach campaigns. Hosting webinars and creating informative social media content in collaboration with Canadian influencers can enhance engagement. Highlighting opportunities for research collaboration and post-graduation work visas could also attract Canadian students. Do not underestimate the draw of highlighting the uniqueness of American college life.

RESOURCES

•    U.S. Commercial Service - Canada: https://www.trade.gov/canada
•    U.S. & Foreign Commercial Service Global Education Team: https://www.trade.gov/education-industry
•    Industry and Analysis, Office of Supply Chain, Professional & Business Services: https://www.trade.gov/professional-and-business-services
•    Canadian Bureau for International Education (CBIE): https://cbie.ca/
•    Canadian Association of University Teachers (CAUT): https://www.caut.ca/
•    EducationUSA Canada: https://www.educationusacanada.ca/
•    EduCanada – World of Possibilities: https://www.educanada.ca/why-canada-pourquoi/quality-education-qualite.aspx?lang=eng
•    Global Affairs Canada – Education and Training: https://www.international.gc.ca/education/
•    Government of Canada: https://www.canada.ca/en/immigration-refugees-citizenship/news/2024/01/canada-to-stabilize-growth-and-decrease-number-of-new-international-student-permits-issued-to-approximately-360000-for-2024.html
•    IIE Open Doors: https://opendoorsdata.org/data/international-students/academic-level-and-places-of-origin/
•    Languages Canada: https://www.languagescanada.ca/en/research
•    OECD Better Life Index: https://www.oecdbetterlifeindex.org/countries/canada/
•    Statista: https://www.statista.com/statistics/447739/enrollment-of-postsecondary-students-in-canada/#:~:text=In%202022%2C%20around%202.19%20million,in%20postsecondary%20institutions%20in%20Canada.
•    Times Higher Education – World University Rankings 2023 | Times Higher Education (THE): https://www.timeshighereducation.com/world-university-rankings/2023/world-ranking

U.S. COMMERCIAL SERVICE CONTACTS

Philipp Fortin, Commercial Specialist
U.S. Commercial Service – Ottawa, Canada
Phone: 613-617-3019
Email: Philipp.Fortin@trade.gov

Abedin Kader, Commercial Specialist
U.S. Commercial Service – Toronto, Canada
Phone: 416-451-9539
Email: abedin.kader@trade.gov

Yamilka Pena, Commercial Specialist
U.S. Commercial Service – Montreal, Canada
Phone: 514-592-8523
Email: yamilka.pena@trade.gov

Ahmed Morad, Commercial Specialist
U.S. Commercial Service – Calgary, Canada
Phone: 403-616-1860
Email: ahmed.morad@trade.gov

Website: https://www.trade.gov/canada

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Central America

QUICK STATS

Belize

Capital: Belmopan

Population: 415,789 (CIA World Factbook 2024 est.)

GDP: $3.28 billion (2023 GDP Current $USD)

GDP Per Capita: $7,460.00 (2023 GDP/Capita Current $USD)

Currency: Belize dollar (BZD)

Language: English (official) 62.9%, Spanish 56.6%, Creole 44.6%, Maya 10.5%, German 3.2%, Garifuna 2.9%, other 1.8%, unknown 0.5% (CIA World Factbook)

Number of students studying abroad per UNESCO Student Mobility Statistics (2024): 1,306

Percent of population under 25 years of age per U.S. Census Bureau International Database: 51.57%

Costa Rica

Capital: San José

Population: 5,265,575 (CIA World Factbook 2024 est.)

GDP: $86.50 billion (2023 GDP Current $USD)

GDP Per Capita: $16,942.00 (2023 GDP/Capital Current $USD)

Currency: Costa Rica colón (CRC)

Language: Spanish (official)

Number of students studying abroad per UNESCO Student Mobility Statistics (2024): 3,141

Percent of population under 25 years of age per U.S. Census Bureau International Database: 45.98%

El Salvador

Capital: San Salvador

Population: 6,628,702 (CIA World Factbook 2024 est.)

GDP: $34.02 billion (2023 GDP Current $USD)

GDP Per Capita: $5,391.10 (2023 GDP/Capita Current $USD)

Currency: U.S. dollar (USD)

Language: Spanish (official)

Number of students studying abroad per UNESCO Student Mobility Statistics (2024): 7,759

Percent of population under 25 years of age per U.S. Census Bureau International Database: 50.12%

Guatemala

Capital: Guatemala City

Population: 18,255,216 (CIA World Factbook 2024 est.)

GDP: $102.05 billion (2023 GDP Current $USD)

GDP Per Capita: $5,762.80 (2023 GDP/Capita Current $USD)

Currency: Guatemalan quetzal (GTQ)

Language: Spanish (official)

Number of students studying abroad per UNESCO Student Mobility Statistics (2024): 10,723

Percent of population under 25 years of age per U.S. Census Bureau International Database: 49.34%

Honduras

Capital: Tegucigalpa

Population: 9,529,188 (CIA World Factbook 2024 est.)

GDP: $34.40 billion (2023 GDP Current $USD)

GDP Per Capita: $3,231.70 (2023 GDP/Capita Current $USD)

Currency: Honduran lempira (HNL)

Language: Spanish (official)

Number of students studying abroad per UNESCO Student Mobility Statistics (2024): 3,321

Percent of population under 25 years of age per U.S. Census Bureau International Database: 52.76%

Nicaragua

Capital: Managua

Population: 6,676,948 (CIA World Factbook 2024 est.)

GDP: $17.83 billion (2023 GDP Current $USD)

GDP Per Capita: $2,612.90 (2023 GDP/Capital Current $USD)

Currency: Nicaraguan córdoba (NIO)

Language: Spanish (official)

Number of students studying abroad per UNESCO Student Mobility Statistics (2024): 5,849

Percent of population under 25 years of age per U.S. Census Bureau International Database: 48.89%

OVERVIEW

The United States is a leading destination for international students from Guatemala, Honduras, El Salvador, Costa Rica, and Nicaragua. According to the IIE Open Doors® 2024 Report, the number of Central Americans enrolled in U.S. higher education institutions reached a total of 7,800 during the 2023-2024 academic year, representing an 6.91% increase over the previous year. Among the top receiving states are Texas, Florida, Massachusetts, California, New York, Maryland, Virginia, Pennsylvania, Georgia, and Louisiana.

Number of international students by country of origin and academic level:

Place of Origin	Academic Year 2023/24	Undergraduate	Graduate	Non-Degree	OPT
Belize	416	209	112	6	61
Costa Rica	1,431	611	447	40	217
El Salvador	1,451	988	269	37	157
Guatemala	1,352	804	302	34	212
Honduras	2,532	1,507	561	98	366
Nicaragua	618	379	128	14	97
TOTAL	7,800	4,498	1,819	229	1,110

Key reasons why Central American students choose U.S. higher education institutions:
    Geographic proximity
    High-quality education system
    Wide variety of institutions and higher education programs
    Good and diverse living environments; possibility of living with relatives while studying
    Availability of intensive and short-term English programs to learn or improve English skills

In addition, studying abroad represents an opportunity to be more competitive and increases the possibility for better employment in national or multinational corporations. Other countries of destination for students besides the Central American region are Spain, Argentina, France, Canada, Korea, China, and Germany.

Central Americans, in general, are interested in scholarships and financial aid when evaluating universities. Community college degrees represent an opportunity due to lower tuition fees and simplified application procedures.

Undergraduate programs are preferred, followed by graduate studies. English language programs have strong potential as there is low to moderate English proficiency in most of the region. Although Honduras has a comprehensive program for becoming a bilingual country, it is ranked 33rd in the 2024 EF EPI English Proficiency Index (which evaluates the English language skills of 113 countries and regions worldwide), followed by Costa Rica at 41, El Salvador at 55, Guatemala at 58, and Nicaragua at 59.

SUB-SECTORS

Central American students are primarily attracted to the following programs in the United States:

    Universities and community colleges with tuition fees lower than $20,000 per year
    English language programs (from 1 month up to 1 year) for students, teachers, and adults
    Summer camps
    Undergraduate, graduate, and master’s programs
    Online programs

Among the top fields of study and majors are business and management, engineering, math and computer science, physical and life science, and social sciences.

OPPORTUNITIES

The Covid-19 pandemic created new opportunities in the education sector for virtual education programs. One of the main challenges for the governments of each country is access to the internet and the lack of availability of computers for each student.

The “100,000 Strong in the Americas” initiative represents an opportunity to increase the number of exchange students between Central America and the United States. All U.S. Embassies, U.S. Commercial Service offices, and EducationUSA offices in the region are committed to increasing the number of students studying in the United States. Through grant competitions, the 100K Strong in the Americas Innovation Fund provides funds for innovative partnerships between U.S. and Latin American and Caribbean institutions of higher education.

In 2023, the government of Honduras launched the Solidarity Scholarship Program, a financial aid initiative with a defined structure to promote the education and professional development of young Hondurans. This program aims to improve access to higher education and support graduate education abroad for low-income students with academic excellence. This scholarship program is also seeking to establish alliances with U.S. higher education institutions to enhance professional-technical skills and student development through specialized training.
In Costa Rica, public universities are in high demand and are the top choice for local students. While recruiting students for a four-year degree program is less common in Costa Rica, public universities are keen to create semester-based study abroad partnerships with U.S. universities. On the other hand, private universities are always looking for partnerships and cooperation with foreign institutions, and once they sign an agreement with foreign institutions, they are commonly used as a marketing and branding opportunity. In 2020, Texas Tech University established a campus in San José, offering a 100% English learning environment, something brand new for the market, and offering high demand diplomas in STEM, business, and hospitality.
In El Salvador, private universities are focusing on alliances and agreements with foreign schools for joint programs, exchanges with students and professors, dual certification, and recognition of credits.
Guatemala is focusing on improving education in science, technology, engineering, and mathematics (STEM), and the demand for English proficiency is rising among students and professionals.
To enter the Central American market, it is highly recommended for U.S. universities, community colleges, and/or technical institutions to:

    Seek partnerships or agreements with public or private universities to facilitate exchange programs for students and professors and recognition of credits and/or dual certification.
    Travel to the market to meet face-to-face with school counselors, parents, and higher education institution officers.
    Participate in local recruitment campaigns, fairs, trade missions, and outreach events in high schools, public venues, and universities.
    Provide in-depth information about programs and the application processes.
    Describe opportunities for scholarships and financial aid.
    Provide information on the process to obtain a U.S. student visa.

It is recommended that all marketing materials and program information be available in Spanish.

DIGITAL MARKETING STRATEGIES

The use of digital marketing strategies and social media offer the education field unlimited access to online communication and information. Since all teachers and students were forced to transition to home schooling during the Covid-19 pandemic, the use of digital platforms has significantly increased since 2021 and 2022.

There are different platforms preferred by Central American students, depending on the activity or information desired. Below is a list of preferred platforms in the region.

•    For virtual classes: Google Classroom, Microsoft Teams, Zoom, and Google Meet
•    Social media: WhatsApp, Instagram, YouTube, and Facebook
•    Research: Google search engine
•    Streaming videos: YouTube, Instagram, TikTok
•    For one-on-one quick meetings: WhatsApp

It is important for U.S. higher education institutions to share information with both students and parents, as the latter will be part of the decision process. Information is usually shared by email or during an education fair. WhatsApp is now being used to send information or conduct video calls.

Finally, when a student is ready to transition into the labor market, they seek job opportunities through job fairs, direct recommendations of a professor or dean, headhunting websites, and/or LinkedIn.

Competitor countries usually promote their programs through participation in education fairs or paid advertisements on Facebook and Instagram. It is recommended that U.S. higher education institutions or U.S. study state consortia replicate this practice and seek partnerships via the U.S. Commercial Service and participate in education fairs hosted by Education USA. The inclusion of short testimonial videos in Spanish is highly recommended.

EVENTS

For country-specific events and activities, please reach out to the U.S. Commercial Service contacts below.

U.S. COMMERCIAL SERVICE CONTACTS

Isabel Salazar, Commercial Assistant
U.S. Commercial Service – San José, Costa Rica
Phone: + 506 2519-2207
Email: Isabel.Salazar@trade.gov
Website: https://www.trade.gov/costa-rica

Karla Tejada, Commercial Assistant
U.S. Commercial Service – San Salvador, El Salvador
Phone: + 503 2501-2999 ext. 3211
Email: karla.tejada@trade.gov
Website: https://www.trade.gov/el-salvador

Vivian Gonzalez, Commercial Assistant
U.S. Commercial Service – Guatemala City, Guatemala
Phone: +502 2354-0584
Email: Vivian.Gonzalez@trade.gov
Website: https://www.trade.gov/guatemala

Rossana Lobo, Commercial Specialist
U.S. Commercial Service – Tegucigalpa, Honduras
Phone: +504 2236-9320
Email: Rossana.Lobo@trade.gov
Website: https://www.trade.gov/honduras

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China

QUICK MARKET STATS

Capital: Beijing
Population: 1.4 billion (CIA World Factbook 2024 estimate)
GDP: $18 trillion (2023 GDP Current $USD)
GDP Per Capita: $12,614.10 (2023 GDP/Capita Current $USD)
Currency: Renminbi Yuan (RMB)
Language: Standard Chinese or Mandarin (official; Putonghua, based on the Beijing dialect), Yue (Cantonese), Wu (Shanghainese), Minbei (Fuzhou), Minnan (Hokkien-Taiwanese), Xiang, Gan, Hakka dialects, minority languages; note - Zhuang is official in Guangxi Zhuang, Yue is official in Guangdong, Mongolian is official in Nei Mongol, Uyghur is official in Xinjiang Uygur, Kyrgyz is official in Xinjiang Uyghur, and Tibetan is official in Xizang (Tibet)
UNESCO Student Mobility Number: China had 1,052,283 students studying abroad in 2022 according to UNESCO.
U.S. Census Bureau International Database: Approximately 27.1% of China’s population is under 15 years of age.

OVERVIEW

China remains the largest source of outbound mobile students in the world. The number of Chinese students studying abroad has remained over 1 million annually since 2019. China has the world’s largest state-run education system: 41 million kindergarten students (aged 3-5, 56% at public kindergartens), 161 million compulsory education students (aged 6-14, 98% at public primary and middle schools), 41 million high school students (aged 15-17, 80% at public high schools) and 48 million college students (nearly 75% at public higher education institutions).

The Ministry of Education (MOE) of the People’s Republic of China is the agency of the State Council that oversees education throughout the country. In recent years, the MOE has focused on several key policies and priorities aimed at modernizing and improving the country’s educational system. These initiatives include enhancing the quality of education through curriculum reforms, promoting equitable access to education across urban and rural areas, and integrating technology into classrooms to foster digital literacy. Additionally, there has been a significant push towards vocational education to better align the workforce with the needs of the rapidly evolving economy. Efforts to reduce the academic burden on students, known as the “double reduction” policy, have also been a major focus, aiming to alleviate excessive homework and after-school tutoring pressures.

Despite the central government’s efforts to retain more students at home by boosting the competitiveness of China’s education system, this has not significantly decreased demand for overseas education.

SUB-SECTORS

K-12 Education: China has one of the world’s largest K-12 student populations with around 242 million students attending elementary to high school according to Ministry of Education data. China’s regulations commonly categorize K-12 education service providers as either non-profit or for-profit. Non-profit entities are mainly schools that provide full-time curricular education. For-profit entities include private schools, academic extracurricular tutoring, and non-academic extracurricular tutoring.

Before 2021, there was a huge market for both online and in-person after-school curricular tutoring programs, which led to a highly competitive environment and fueled concerns about educational inequality. In July 2021, the government launched what it termed the “Double Reduction” policy, which aimed to reduce the workload of students and the pressure to enroll in after-school training programs. Under the policy, all K-12 curriculum-based tutoring companies were forced to convert to non-profit organizations, and many later exited the market. To continue operating and remain competitive, after-school tutoring companies needed to adapt to this new regulatory environment and explore other areas for development. This includes developing education hardware products, including Smart Classroom, Data Projectors, Interactive Whiteboard, Smart TV etc., or OMO (Online Merge Offline) model tutoring services.

Higher Education: For 15 years China was the top source of international higher-education students in the United States but is now ranked second according to the IIE Open Doors® 2024 Report on International Education Exchange. The United States welcomed 277,398 Chinese students in the 2023/24 academic year, a decrease of 4.2% from the previous school year. Despite this decline, the economic impact of Chinese students was still estimated to exceed $14 billion USD in 2023.

The total number of Chinese tertiary students studying abroad indicates long-term growth, although 2020-2022 saw a temporary setback due to the Covid-19 pandemic. The United States, the United Kingdom, Australia, and Canada remain popular destinations, with students often pursuing studies in fields such as business, engineering, and computer science. There has been a growing interest in emerging destinations such as Japan, South Korea, Singapore and European countries like France, Italy, and Germany. These countries attract students with their high-quality education systems, diverse cultural experiences, and often more affordable tuition fees.
Undergraduate and Graduate Programs: According to the IIE Open Doors® 2024 Report, 87,551 Chinese students were enrolled in U.S. undergraduate programs and 122,778 in U.S. master’s and doctoral programs in the 2023-2024 school year, accounting for 31.6% and 44.3% of the total respectively. The number of undergraduates decreased by 12.8% from the previous year. The number of graduate students decreased by 2.6%, and 88.9% of these students chose doctoral universities. Top receiving states include New York, California, Massachusetts, Pennsylvania, and Illinois.

Vocational Education: China’s vocational education system is designed to equip students with practical skills and technical knowledge to meet the demands of the labor market. It includes secondary vocational schools (aged 15-17), higher vocational colleges (a branch of China’s higher education system), and technical training institutions (mainly for adults).

China has issued a series of initiatives and guidelines that focused on enhancing the quality and relevance of vocational education, such as the “National Vocational Education Reform Implementation Plan” introduced in 2019, which aims to modernize the curriculum, improve teacher training, and strengthen industry-education integration. Moreover, the government has increased investment in vocational education infrastructure and encouraged the development of public-private partnerships to ensure that vocational training aligns with economic needs and technological advancements.

China’s vocational education was traditionally perceived as a less-desirable track than attending an academic high school and college. However, the Central government is working to change this perception, and its endorsement provides vocational schools more opportunities to explore cooperation with foreign higher education institutions in subjects like teacher training, exchange programs, transfer/joint programs and so on.

Education Technology: The education technology market in China has experienced rapid growth, driven by increasing demand for innovative learning solutions and government support for digital education. The Covid-19 pandemic accelerated the adoption of online education, with a significant rise in the use of virtual classrooms and digital resources. Additionally, the integration of technologies like artificial intelligence, big data, and virtual reality is transforming traditional educational practices, making learning more interactive and accessible.

Given the continued strong demand from the education industry and the support from relevant national policies, the total revenue of China’s education technology market continues to rise, and the scale for 2023 was $573 billion.i However, the “Double Reduction” policy has eliminated most of China’s private after-school tutoring companies, making public educations institutions the dominant buyers and users of edtech, which has led to a decreased demand for ed tech and therefore fewer opportunities for NTM companies.

Challenges: U.S. players in China’s EdTech market face several challenges, including navigating a complex and evolving regulatory environment, understanding and adapting to cultural differences, and competing with strong domestic companies. Compliance with China’s stringent data privacy laws, such as the Personal Information Protection Law (PIPL), requires robust data handling and cybersecurity measures. Effective localization is essential, involving not just translation but also adapting the curriculum, user interface, and customer support to meet local needs. Additionally, market entry barriers necessitate building partnerships with local firms and understanding the local business landscape. Economic fluctuations and changes in consumer spending further complicate the market dynamics, requiring U.S. companies to be resilient and adaptable.

OPPORTUNITIES

K-12 Education

The demand remains constant for high-quality K-12 education and supplemental learning as both parents and schools seek a competitive edge for their students. Large players might shift their business focus to new frontiers like extracurricular tutoring and vocational education, both of which were not impacted by the above-mentioned regulatory changes. These and other opportunities are:
•   Boarding Schools: The rising affluence of Chinese families has led to a growing interest in high-quality education, including boarding schools. Many Chinese parents seek to provide their children with an education that prepares them for global opportunities, making U.S. boarding schools an attractive option. With the recovery of international travel between the United States and China, Chinese families may pursue boarding school opportunities for lower grades in addition to high schools.
•    Pre-College Enrichment Programs: High school students who intend to study abroad are eager to get more prepared through these types of courses. There is growing interest for students who are planning to study abroad to learn bilingual and international curricula, such as the International Baccalaureate (IB) and Advanced Placement (AP) programs.
•    Non-Academic Extracurricular Programs: Such programs are exempt from the government’s recent policy changes and include subjects such as art, computer coding, sports, and music, among others.
•    Summer Programs: Chinese parents and students are drawn to U.S. summer programs due to the high-quality education, opportunities for English language immersion, and the enhancement of college applications. Participation in these programs can amplify resumes and develop specific skills, providing a competitive edge in academic and professional fields. For parents, these programs represent a pathway to future opportunities and a status symbol, reflecting their commitment to their child’s education and future success.

Higher Education

According to Sunrise’s Trends in Chinese International Education White Paperii China saw the addition of 21 new English-medium international schools in 2023, bringing the total to 970, which collectively serve approximately 520,000 students. Notably, enrollment in grade 10 has reached 60,000 students, signaling a strong demand for overseas study. With enrollment on the rise, the outlook for the international education sector appears promising.

Statistics from the Ministry of Education show that in 2024, 4.3 million people, both recent college graduates and working professionals, took the postgraduate entrance exam in China. With an admission rate of only 28.5%, nearly 3.1 million Chinese individuals cannot enter Chinese graduate schools. They represent a pool of potential candidates who are seeking to further improve their academic qualifications and who can afford further education. Moreover, young people in China face a big gap between labor supply and demand for entry-level white-collar positions; 11.8 million students are expected to graduate from university in 2024, but only 55.5% landed jobs within the first year after graduation. High youth unemployment in China could make overseas graduate programs more appealing.

China’s 14th Five-Year Basic Education Plan (2021–2025) underscores the nation’s commitment to advancing technical skills and fostering talent development, particularly within vocational training, as part of its broader strategy to transition from labor-intensive industries to a more skilled, innovative, and high-tech economy. This creates opportunities for international education providers to collaborate in areas like curriculum development, joint programs, and teacher trainings. With the push for global standards, partnerships can focus on integrating international accreditation frameworks and offering dual-degree or exchange programs.

School Partnerships: Following President Xi Jinping’s call ‘inviting 50,000 young Americans to China in five years’ during his trip in San Francisco in November 2023, more Chinese higher education authorities and institutions are open to seeking connections with U.S. schools and developing partnerships including, but not limited to, short exchange programs, teacher trainings, transfer programs, and joint programs. Good partnerships can generate stable student mobility; however, it usually takes one to two years to receive regulatory approvals. Non-degree programs require less time and resources.

Education Technology

Online learning platforms are the largest piece of the EdTech pie in China, including a variety of online courses and learning resources for learners from K-12 to adult learners. Followed by hardware equipment and study support.

The “AI Study Room” has become a new franchising model in China, especially in second to third tier cities. These study rooms provide a space for students who do not own AI learning hardware to study with the help of AI and reduces the pressure on Chinese parents to help with students’ homework. As of July 2024, there were 50k AI study rooms across China, on and off campuses.

The mobile education texting-for-homework-help/crowdsourcing market has expanded to include a handful of firms that have developed crowdsourcing apps/web platforms to allow students to answer each other’s questions or to engage quickly with a teacher/expert for help.

Formative methods are supplanting traditional, summative approaches (especially regarding test taking) resulting in more EdTech firms with solutions that focus on formative assessments.
School management systems. China’s edtech needs for school management are centered around enhancing efficiency, transparency, and responsiveness within educational institutions. Key requirements include robust digital platforms for managing student records, attendance, and academic performance, as well as advanced data analytics tools to inform decision-making and resource allocation.

DIGITAL MARKETING STRATEGIES

To effectively market U.S. schools in China, institutions can leverage a multi-faceted digital strategy that includes localized content, social media engagement, and search engine optimization (SEO).

Utilizing popular social media platforms such as WeChat, Weibo, and Douyin helps reach prospective students and their families. Additionally, Chinese students and families increasingly expect immediate follow-up on individual applications, and social media follow-up can be an important factor in student and parent decision making. Therefore, some schools have begun to hire local companies to help process responses and communication with students.
It’s also crucial to create engaging, culturally relevant content in Mandarin, including videos, testimonials, and virtual tours, to build trust and interest. Collaborating with local influencers and education consultants can further enhance visibility and credibility. Additionally, implementing targeted online advertising campaigns and participating in virtual education fairs can also drive student inquiries and applications.

EVENTS

•    GEA Conference Annual 2025, February 25-28, Guangzhou: https://annual.geaworld.org/2025/
•    WORLDDIDAC ASIA 2025 – September 17-19, 2025, Shanghai: https://worlddidac.org/worlddidac-asia-2025/
•    ICEF 2025 – October 15-17, 2025, Shanghai: https://www.icef.com/events/icef-china/

RESOURCES

U.S. Commercial Service – China: https://www.trade.gov/china
U.S. Commercial Service Global Education Team: https://trade.gov/education-industry
Ministry of Education of the People’s Republic of China: https://www.moe.gov.cn/
China Education Association for International Exchange: http://en.ceaie.edu.cn/

U.S. COMMERCIAL SERVICE CONTACTS

Ms. Yixin Wang, Commercial Specialist
U.S. Commercial Service – Beijing, China
Phone: +86 10 8531 4157
Email: Yixin.wang@trade.gov
Website: https://www.trade.gov/china

Ms. Veronica Liang, Commercial Specialist
U.S. Commercial Service – Guangzhou, China
Phone: +86 20 3814 5630
Email: Veronica.Liang@trade.gov
Website: https://www.trade.gov/china

Ms. Echo Lin, Commercial Specialist
U.S. Commercial Service – Guangzhou, China
Phone: +86 20 3814 5405
Email: echo.lin@trade.gov
Website: https://www.trade.gov/china

Ms. Sophie Sheng, Commercial Specialist
U.S. Commercial Service – Shanghai, China
Phone: +86 21 6279 8557
Email: Sophie.sheng@trade.gov
Website: https://www.trade.gov/china

Ms. Qiaoling Wang, Commercial Specialist
U.S. Commercial Service – Shenyang, China
Phone: +86 24 2335 5141
Email: Qiaoling.wang@trade.gov
Website: https://www.trade.gov/china

Ms. Catherine Le, Commercial Specialist
U.S. Commercial Service – Wuhan, China
Phone: +86 27 8563 2883
Email: Catherine.Le@trade.gov
Website: https://www.trade.gov/china

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Colombia

Quick Market Stats

Capital: Bogota
Population: 49,588,357 (CIA World Factbook 2024 est.)
GDP (Purchasing Power Parity): $363.49 billion (2023 est., in U.S.D.)
GDP Per Capita: $6,947.40(2023 GDP/Capita Current $USD)
Currency: Colombian Pesos (COP)
Language: Spanish (Official)

UNESCO Student Mobility Number: Colombia had 61,940 students studying abroad in 2022 according to UNESCO.

U.S. Census Bureau International Database: Approximately 37.1 % of the population in Colombia is under 25 years old.

OVERVIEW

U.S. colleges and universities remain the preferred overseas destination for Colombian students, despite significant competition from other countries like the United Kingdom, Australia, Spain, France, and Argentina. There are several factors that make the United States a leading destination, the most notable being: increased employment opportunities after graduation; the high quality of education; the opportunity to improve English skills; and a renewed push by the Government of Colombia to encourage English bilingualism. Furthermore, Colombian businesses are increasing their presence and operations in the United States and bolstering the need not just for English speakers, but for Colombians with living experience in the United States and knowledge of U.S. business practices and American culture in general. The preferred states for Colombian students are: California, New York, Texas, Massachusetts, Illinois, and Florida. The most in-demand fields of study are those focused on: business administration, management, finance, banking, marketing, and engineering.

According to the IIE Open Doors® 2024 Report, during the 2023-2024 academic year, Colombia ranked 17th in the world and 2nd among South American countries, after Brazil, in sending students to the United States.

SUB-SECTORS

Colombian Student Enrollment in the United States by Academic Year

Indicator	2020/2021	2021/2022	2022/2023	2023/2024
Number of Colombian Students	7,107	8,077	9,096	10,120
Change from Previous Year	-8.7%	13.6%	11.2%	10.1%

Colombian Students in the United States by Academic Level – Year over Year Comparison

Academic Level	2022/2023	2023/2024	Percent Total	Percent Change
Undergraduate	3,175	3,531	34.9%	11.2%
Graduate	3,844	4,017	39.7%	4.5%
Non-Degree	657	816	8.1%	24.2%
OPT	1,420	1,753	17.4%	23.7%

Source: IIE Open Doors® 2024 Report

Based on the data, Colombian students in U.S. colleges and universities contributed nearly $496 million to the U.S. economy in the 2023/24 academic year, according to the IIE Open Doors® 2024 Report.

Additionally, the U.S. Embassy in Bogota supports efforts to increase the number of Colombian students studying in the United States by supporting technology projects such as Ed, a 24/7 virtual adviser in Spanish, and various micro-scholarships for English Language studies.

The “100,000 Strong in the Americas” innovation fund seeks to increase the number of Latin American students studying in the United States and the number of U.S. students studying in Latin America. Under government-to-government and private agreements, both public and private universities in Colombia have developed partnerships with universities in the United States, Europe, and Latin America. Priority is given to post-graduate programs for training professors, as well as research to enhance teaching.

The U.S. Commercial Service collaborates with EducationUSA offices in Colombia to support various education fairs that include the participation of U.S. boarding schools, universities, and ESL institutions to promote their programs in Colombia.

With the global job market becoming increasingly competitive, the number of Colombian undergraduate and graduate students in the United States is higher compared to other countries. This is partially because in Colombia it is difficult to obtain a high-level position within the government or an important national or multinational company without proficient English skills and/or a graduate degree. Moreover, a degree from a U.S. university can serve to make job applicants that much more competitive in the Colombian workplace.

Most scholarships are awarded through two institutions, the Colombian Institute for Educational Loans and Technical Studies Abroad (ICETEX by its initials in Spanish) and COLFUTURO. ICETEX is dedicated to financing higher education through a system of financial aid that allows students to start or continue their undergrad or graduate studies either in-country or abroad. In 2023/2024, ICETEX approved 4,721 Colombian loans for students to study; undergraduate, master’s degrees, Ph.D., and ESL programs abroad.

The non-profit COLFUTURO provides funds to Colombian professionals and students to study abroad. In 2024, COLFUTURO awarded 2,028 loan scholarships for master’s and Ph.D. programs, with 357 of those being for programs in the United States. COLFUTURO has agreements with many universities, such as Carnegie Mellon, Columbia University, Duke, Cornell, University of Florida, American University, Purdue University, Tulane University, New York University, University of Chicago, University of Texas, Texas Tech University (TTU), and Harvard University, among others.

OPPORTUNITIES

Although Covid-19 has negatively affected the number of Colombian students abroad, the U.S. continues to be the first choice for students. However, one barrier to studying in the U.S. is the exchange rate, which plays a major role in Colombian students’ decision to study in the United States. Despite this, demand and interest remain strong. International education is highly valued in the Colombian workplace, with a recent survey of Colombian employers finding that 58 percent preferred to hire people who had earned advanced degrees abroad.

For U.S. schools and ESL institutions, private and bilingual schools in Colombia offer great recruiting opportunities. Colombian schools are interested in sending groups to study in U.S. schools for periods that may vary between three weeks and three to four months. The goal of these short-term programs is mainly to acquire and improve English skills.

In Colombia, relatively few high school graduates have an advanced level of English. The government’s goal is to increase the number of high school graduates with an intermediate level of English to 185,000 within 10 years. This will serve to additionally increase opportunities for U.S. English language institutions to enter or expand their presence in Colombia.

At the higher education level, private universities also offer important recruitment opportunities for undergraduate and graduate programs. U.S. universities should make initial contact with the office of foreign relations in each university to introduce the U.S. university and its programs and areas of specialization to prospective students looking to expand their opportunities abroad. Additionally, Colombian universities are interested in dual degree programs with U.S. universities. This can be accomplished through a combination of two or three years at the local university and one or two years at the U.S. university.

Beyond the economic implications, the availability of educational services carries even greater significance in terms of improving general living conditions in Colombia. A well-educated Colombian population is vital to the country’s economic growth and global competitiveness over the long term. U.S. educational services will also expose more Colombians to both American culture and American people, thus further strengthening cultural ties between the two countries.

There are numerous concrete opportunities to increase the number of Colombian students attending U.S. universities. Those wishing to attract Colombian students should consider actively increasing recruitment campaigns to raise their visibility. Financial aid/scholarship opportunities and information on the process of obtaining a U.S. student visa are essential topics for U.S. educational institutions when promoting themselves in Colombia.

The U.S. Commercial Service in Bogota can help U.S. educational institutions connect with potential recruitment partners through services like the Gold Key Service and Single School Promotions. In Colombia, there is a strong network of 11 EducationUSA centers administering language programs and doing extensive outreach throughout the country. EducationUSA centers are located at nine binational centers.

RESOURCES

•    U.S. Commercial Service - Colombia: https://www.trade.gov/colombia
•    EducationUSA: http://www.educationusa.state.gov
•    Colombia Ministry of Education: https://www.mineducacion.gov.co/portal/
•    Colombian Institute for Educational Loans and Technical Studies Abroad (ICETEX): https://www.icetex.gov.co
•    COLFUTURO: http://www.colfuturo.org

U.S. COMMERCIAL SERVICE CONTACT

Julio Acero, Commercial Specialist
U.S. Commercial Service – Bogota, Colombia
Phone: +57 601 275 2635
Email: Julio.Acero@trade.gov
Website: https://www.trade.gov/colombia

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Côte D'Ivoire

Quick Market Stats

Capital: Yamoussoukro (Political) and Abidjan (Economic)
Population: 29,981,758 (CIA World Factbook 2024 est.)
GDP: $78.79 billion (2023 GDP Current $USD)
GDP Per Capita: $2,530.80 (2023 GDP/Capita Current $USD)
Currency: CFA Franc (XOF)
Language: French

UNESCO Student Mobility Number: Côte d’Ivoire had 19,202 students studying abroad in 2022 according to UNESCO.

U.S. Census Bureau International Database: Approximately 57 % of the population in Cote d’Ivoire is under 25 years old.

OVERVIEW

Côte d’Ivoire is the gateway and central hub into the West African regional market. The West and Central African region grew by 3.4% in 2023, according to the World Bank. Côte d’Ivoire’s economy boasts one of the fastest sustained economic growth rates in sub-Saharan Africa, owing to nearly a decade of real gross domestic product (GDP) growth, averaging 6.5% since 2021; a growing middle class; and a rising standard of living. As an economic engine of francophone West Africa, many international companies select Côte d’Ivoire as a base for their regional headquarters and operations. Furthermore, the country is a frequent venue of choice for many international events like the Africa-CEO Forum and the 2024 African Cup of Nations.

Côte d’Ivoire’s existing electricity system is the third largest in West Africa. It also has one of the most developed telecommunications sectors. The Telecommunication Regulatory Authority of Côte d’Ivoire (ARTCI)’s 2022 annual report stated that the cellular penetration rate was 164.5% – confirming that many of Côte d’Ivoire’s 29 million people have more than one cellular phone account. 2G and 3G service covers over 92.9% of the territory, and 4G covers approximately 63.7%. This internet coverage is a real asset for the promotion of distance learning opportunities in the country. Côte d’Ivoire has three international airports, and fourteen smaller cities also have regional airports. With a road network of more than 85,000 kilometers (more than 52,816 miles), transportation infrastructure is much more developed than in other West African countries and major investments are still underway with the support of the Millennium Challenge Corporation, the African Development Bank, and the World Bank. All this data gives a clear picture of the favorable business environment in Cote d’ Ivoire for education sector investors.

SUB-SECTORS

The 2023 Education Statistical Campaign stated that there are 9 public universities, 35 public higher education institutions, 127 private universities, and 444 private higher education institutions in Côte d’Ivoire, giving an approximate student population of 300,366.

Côte d’Ivoire has made significant progress in expanding access to education, though universal enrollment has not yet been achieved. A flagship measure of this period – making education compulsory for children aged 6-16 has helped boost enrollment. Despite all of this, many children remain out of school or have never attended, and dropouts are still frequent.

The funds allocated to education trail behind overall public expenditures. Additionally, most of these funds were used to pay national education personnel, leaving little room for further investment.

Higher Education: According to the IIE Open Doors® 2024 report, Côte d’Ivoire was the 78th international student place of origin for students studying in the United States in the 2023-2024 academic year, with 1,138 Ivorian students. This represents a 6.2% increase over the previous year.
Ivorian students are interested in science and technology, economics, political science, law, English language certificates, and management. The Ministry of Education, as well as several countries, award scholarships every year to support Ivorian studies abroad. More information on scholarships from the Ivorian government can be found at: https://bourses.diplomatie.gouv.ci/.

Statistics below provide data on the Ivorian students enrolled in the United States:

Ivorian Students in the United States by Academic Level:

International Students by Institution Type:

Percentage of Students by Academic Level

Academic Level	2022-2023	2023-2024	Total	Change
Undergraduate	567	547	48.1%	-3.5%
Graduate	273	276	24.3%	1.1%
Non-Degree	67	105	9.2%	56.7%
Optional Practical Training (OPT)	165	210	18.4%	27.3%

Source: IIE Open Doors® 2024 Report

There is a significant immigration of West African students to Côte d’Ivoire due to Cote d’Ivoire’s strong economy; 22% of the population comes from a neighboring country (https://www.gouv.ci/_ministere-une.php?recordID=403).

Secondary Education: The Ivorian government has made substantial investments in this sector: over the last six school years, the number of schools has risen from 1,778 to 3,590, an increase of 101.91%. The number of classrooms has increased by 63.77%, from 33,363 to 54,640 in the 2017-2018 to 2023-2024 school years, respectively. Educational offerings are dominated by the private sector and concentrated in urban areas. In fact, in the 2023-2024 school year, 77.49% of schools were private and located mainly in urban areas. Demand for education has still not been met in Côte d’Ivoire. The niche of bilingual high schools (English and French) is flourishing and the market favorable for new investments. (https://www.economie-ivoirienne.ci/activites-sectorielles/secondary.html).

Online Programs: The Ministère de l’Éducation Nationale et de l’Alphabétisation (Ministry of National Education and Literacy) has launched the “mon école à la maison” (my school at home) platform. This program is part of the digitalization of the Ivorian education system. By integrating modern technologies into schools, this initiative aims to reduce geographical, social, and economic inequalities, enabling the education system to provide a more interactive and attractive education for every child, wherever they may be. (https://ecole-ci.org/ https://www.gouv.ci/_actualite-article.php?recordID=14601&d=6)

Among the nine public universities, there is the Virtual University of Cote d’ Ivoire, which offers a vast curriculum ranging from bachelor’s to doctoral degrees (https://www.uvci.edu.ci/portail/Main/index/en).

The internet coverage of more than 92% of the country and ongoing projects to improve it make online programs one of the most popular learning options (https://www.fratmat.info/article/772743/economie/couverture-telephonique-et-internet-en-zones-rurales-80-localites-bientot-desservies; https://www.economie-ivoirienne.ci/activites-sectorielles/infrastructures.html).

Research and Development: The government of Cote d’Ivoire seeks to create a competitive, innovative, and equitable higher education system to further the country’s economic strength. To achieve this objective, several scientific research players are working in synergy, including the Ministry of Higher Education and Scientific Research (MESRS) and research centers and institutes, such as the Centre National de Recherches Agronomiques (CNRA), the Centre de Recherches Océanographiques (CRO), and the Institut Pasteur de Côte d’Ivoire (IPCI). The main activities of the Research Centers and Institutes are organized around nine disciplines: agriculture, civilization, environment, governance, mines and energy, health, natural resources, technologies, and mathematics.

Many Ivorian private and public universities have established partnerships with their U.S. counterparts. These partnerships have paved the way for joint research programs and led to the facilitation of doctoral studies as well as other degrees and certifications.

Professional Training Services: The Fonds de Développement de la Formation professionnelle - FDFP (Professional Training Development Fund) (https://fdfp.ci/) is the government body responsible for implementing continuing vocational training policy in the country. Its mission is to finance, monitor, and evaluate training plans and projects. In this way, training is considered not only for company employees, but also for craftsmen and other members of the working population. U.S. education companies are encouraged to partner with local universities, professional associations, and private and public companies to offer certifications related to their sector of activity. Engineering courses and information technology certifications are in high demand.

English language programs are also flourishing in Cote d’ Ivoire, this trend has been promoted by foreign investments, international organizations personnel needs and local companies seeking international partnerships.

Education Technology: Côte d’Ivoire presented its National Strategy for the Digitization of Education in Côte d’Ivoire, known as “SNDECI 2024-2028”, to the education community in October 2024.

Implementing this strategy would require an investment of 220.7 billion FCFA (around $364 million U.S. dollars), which will be used to train teachers and administrative staff, acquire digital equipment, and set up modern technological infrastructures in schools.

The use of technology in Côte d’Ivoire’s education system was boosted by the Ebola pandemic. Since then, schools, universities, and educational institutions have developed online teaching options and huge investments have been made to improve internet coverage in the country.

The private education sector, especially in the capitals, has adopted the use of technology as a learning tool and as an added value to pedagogy to attract parents and students.

OPPORTUNITIES

Over the last decade, Côte d’Ivoire has seen a significant increase in bilingual, French- and English-speaking, schools especially in Abidjan and its suburbs for primary, high school, and universities. This trend has been fueled by the increasing number of expatriates from international organizations and companies.

The country also has a high demand for local partnerships with U.S. universities in the areas of scientific research, engineering, language labs, and U.S. certifications in computer science, agroforestry, agriculture, energy, information technologies, and many other sectors.

The country’s extensive internet coverage allows the development of online training. The country also needs affordable placement tests and language labs to facilitate student enrollment in U.S. universities.

DIGITAL MARKETING STRATEGIES

Ivorian students are well connected to the internet. They use Google for their research and social media platforms such as Facebook, Twitter, Instagram, Tik Tok, and Snapchat. When looking for job opportunities, they rely on job postings on specialized websites, but more on social networks and recommendations.

The most popular video streaming platform in the country remains You Tube for all educational and recreational programs, as well as for videos from institutions and organizations of all kinds. Universities and educational stakeholders use social media platforms, public bulletin boards in high-traffic locations, television commercials, flyer distribution, and radio broadcasts to reach students.

The U.S. Commercial Service in Côte d’Ivoire recommends that U.S. institutions build their outreach strategy in Côte d’Ivoire by:

Visiting Côte d’Ivoire to gain first-hand knowledge of the country and the market. It is very useful to develop local relationships, especially with the Ministry of Education to get an overview of the regulatory environment and the local American Chamber of Commerce (AmCham).
Adapting your offering to local demand and constraints (distance learning, visa restrictions, purchasing power of the population).
Selecting an appropriate local partner that is well-established and understands the market.
Keeping a strong social media presence with a suitable strategic marketing approach.

RESOURCES

U.S. Commercial Service Cote d’ Ivoire: https://www.trade.gov/cote-divoire
Education USA Abidjan: https://educationusa.state.gov/centers/educationusa-abidjan
Côte d’Ivoire’s education system and policies is available on the website of the Ministry of National Education and Literacy (MENA) which covers basic and higher education: https://www.education.gouv.ci/index.php/Welcome
Technical Education and Vocational Training (TVET) is under the Ministry of Technical Education and Vocational Training and Apprenticeship (METFPA): https://formation-professionnelle.gouv.ci/
The country’s Education Sector Plan covers the period from 2016 to 2025: https://www.globalpartnership.org/node/document/download?file=sites/default/files/plan_sectoriel_de_leducation_-_cote_divoire.pdf
Government Investment Agency website , CEPICI https://www.cepici.gouv.ci
- CEPICI Anglo-saxon desk : Phone: (+225) 27 20 30 68 57 Email: gladys.anoh@cepici.ci and/or franck.sahou@cepici.ci

U.S. COMMERCIAL SERVICE CONTACT

Melissa McInnis , Commercial Counselor
U.S. Commercial Service | Abidjan, Côte d’Ivoire
Email: Melissa.mcinnis@trade.gov
Phone : (+225) 05 07 299 175

Christelle Brouho Séa, Commercial Assistant
U.S. Commercial Service | Abidjan , Cote d’ Ivoire
Email: Christelle.brouho@trade,gov
Phone : (+225) 0564 587 016 / 27 2249 4364

Website: https://www.trade.gov/cote-divoire

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Croatia

Quick Market Stats

Capital: Zagreb
Population: 4.2 million (CIA World Factbook 2024 est.)
GDP: $82.69 billion (2023 GDP Current $USD)
GDP Per Capita: $21,459.80 (2023 GDP/Capita Current $USD)
Currency: Euro (EUR)
Language: Croatian (official)

UNESCO Student Mobility Number: Croatia had 10,047 students studying abroad in 2022 according to UNESCO.

U.S. Census Bureau International Database: Approximately 23.8% of the population in Croatia is under 25 years old.

OVERVIEW

As a European Union member, Croatia has an education system comparable to most systems in Europe, which includes pre-school education (kindergarten), basic education (elementary school), secondary, and higher education. Since 2003, Croatia has been involved in an intensive reform of its higher education system within the framework of the Bologna process, in line with its national needs and European Union standards. Education in Croatia is mainly provided by the public sector. Students have the right to free tuition, subsidized meals, and lower taxes during their studies. According to the Educational Testing Service (https://www.ets.org/pdfs/toefl/toefl-ibt-test-score-data-summary-2023.pdf), the average TOEFL score in Croatia is 97, which puts Croatia in the top 15 countries in the world. In the 2023-2024 school year, the total number of children and students enrolled in Croatia was 753,913.

The Fulbright exchange program funds various education programs between the United States and Croatia. Croatian students are highly interested in studying abroad. They research and consider all available options in the global education market. The Erasmus+ program is active in Croatia. The Erasmus+ program sponsored by the European Union (EU) offers opportunities for U.S. universities to collaborate with European universities and partner institutions. These opportunities include student and faculty exchanges, joint projects, and funding for innovative programs.

SUB-SECTORS

Higher Education: In addition to high English language proficiency, Croatian students who wish to study abroad are usually very well-prepared academically. Many Croatians seek and obtain athletic scholarships in the United States, including for more specialized sports such as volleyball, rowing, swimming, and water polo.

The United States is the fifth most popular destination for study abroad, behind Austria, Germany, the United Kingdom, and the Netherlands. According to the IIE Open Doors® 2024 Report, the most popular destinations for Croatian students to study in the United States are New York, California, Massachusetts, Illinois, and Texas. In academic year 2023-2024, 390 Croatian students studied in the United States, a decline of 4.4 % from the previous year.

Croatia has a binary higher education system, meaning that prospective students can choose between the following types of higher education studies:
•    University studies (consisting of academic programs conducted solely at universities, of which there are ten public and four private universities).
•    Professional studies (consisting of professional programs conducted at polytechnics or colleges of applied sciences, of which there are thirteen public and eighteen private polytechnics).
•    Professional higher education (consisting of eighteen schools of which only three are public and fifteen are private).

Since the introduction of the Bologna process, these are the levels of expertise: Bachelor of Science and Bachelor of Arts, Master of Science and Master of Arts, Master of Education, Doctor of Science and Doctor of Arts.

Undergraduate and Graduate Study: According to the Croatian Central Bureau of Statistics (2024), the total number of students enrolled in institutions of higher education in the Republic of Croatia in school year 2023-2024 (winter semester) was 148,383 (58.4% of them were women, 41.6% were men). Out of the total number of students enrolled in institutions of higher education, 83.6% enrolled in faculties, 14.5% in polytechnics, 0.1% in schools of professional higher education, and 1.8% in art academies. The largest Croatian universities are the University of Zagreb, University of Split, University of Osijek, University of Rijeka, and University of Zadar. The only U.S. higher education institution in the country is Rochester Institute of Technology (RIT) Croatia (https://www.rit.edu/croatia/).

Regarding scientific and artistic fields of studies, the most frequently chosen degree programs are Social Sciences (43.2%), followed by Engineering (26.1%), Biomedicine and Health (12.9%), Humanities (5.8%), Biotechnical sciences (3.9%), Natural sciences (3.7%), artistic fields (2.3%), and interdisciplinary fields of science (1.9%).

Lower Education Levels:

Preschool education (kindergarten) is optional and provided for children three to six years of age. The total number of children enrolled in kindergarten in 2023-2024 was 153,212.

Primary/Elementary education consists of eight years and is compulsory. Children begin school at the age of 6 or 7 years old. The total number of pupils enrolled in elementary schools in the school year 2023-2024 was 304,942. Grades earned during elementary school are the major admissions criterion for most secondary schools.

Secondary/High School education is currently optional and is comprised of high schools, mostly gymnasiums, and vocational schools. Most high schools take four years to complete the curriculum. Admission to comprehensive schools is based on grades from elementary school or scores on entrance exams. Those who complete secondary school are classified as having “medium expertise.” Total enrollment in secondary education during the 2023-2024 school year was 147,376.

Online Programs: Online study is not popular in Croatia. There are only a few online programs in the cities of Zagreb and Rijeka. Online study is not funded by the government, so students need to pay the full tuition fee. During the pandemic, students and pupils were rapidly introduced to online learning and perhaps this will help the sector to get more attention in the future. Neighboring countries have more developed programs; for example, Slovenia is offering online study programs in the Croatian language that are recognized in Croatia and the European Union.

OPPORTUNITIES

English is the first foreign language in the Croatian education system. Foreign language courses (English, German) are mandatory for almost all students in Croatia. Education abroad is becoming a key consideration for Croatian graduates seeking to succeed in the European Union’s employment market or pursue further educational opportunities globally. Best prospects within this sector include graduate and postgraduate programs abroad, work and study programs, summer programs, and exchange programs.

Most of the academic degrees awarded by U.S. programs are acknowledged in Croatia. Distance and e-learning started to be increasingly popular during the Covid-19 pandemic lockdowns, opening the opportunity for similar programs from the United States to be offered in Croatia.

An effective way for U.S. institutions, such as universities and high schools, to enter the market is to establish a partnership with a Croatian education institution for student exchange. With partnership agreements, institutions can facilitate the exchange of students and provide recognition of course credits between the schools. This also gives the opportunity for professors to guest lecture at the partner institution.

The Fulbright Program has been active in Croatia since 1964 and offers grants to qualified Croatian students to study at the graduate level in the United States. More than 500 Croatian scholars and students have studied in the United States under the auspices of the Fulbright Academic Program.

DIGITAL MARKETING STRATEGIES

Most-used student platforms: “Merlin” and “Google Classroom” are the most used platforms among students for sharing files with their professors, updating schedules, and for lecture papers. The “Merlin” platform was created by the University of Zagreb. Also, the “InfoEdukas” platform is very popular. Every college has a different adaptation to this platform. A platform called “CarNET” is mostly used for accessing important information, such as student login information, and it was one of the first email providers to connect with students. “Studomat” is used for enrolling in classes and registering for exams. “e-Dnevnik” which is a part of “eGrađani” is used by primary and secondary schools; it gives both the students and the parents the possibility to view grades and notes anytime.

Most popular social media sites for students: The most-used platforms are Facebook and Instagram. Among the 2,149,000 recorded Facebook accounts, roughly 20% were students, while on Instagram there were 1,235,000 recorded users, with roughly 29% of them being students. TikTok has seen a large spike in popularity in recent years, especially in the student demographic. Of the 1.05 million registered TikTok users in Croatia, 66.7% are between the ages of 18 and 24. Snapchat is also popular, with 465,000 users, but mostly for quick texting and is used predominately by a female audience. A little less, but still popular, are Reddit, Twitch, and WhatsApp. LinkedIn and Twitter have gained in popularity during the pandemic. Zoom, Microsoft Teams, Google Classroom, and Big Blue Button are the most frequently used for online lectures at all levels of education.

Student research information sources: Google is the most visited website for research in Croatia. For news updates, the most visited are media portals: index.hr, 24sata.hr, jutarnji.hr, skole.hr, dnevnik.hr, net.hr, vecernji.hr, and tportal.hr.

Job search platforms most used by students: The most used websites are: moj-posao.net, posao.hr, and LinkedIn.

Most popular video streaming platforms: The most used streaming platforms are YouTube and Twitch.

Platforms for reaching students by in-country schools and competitor countries: The best way to reach students is through social media ads on platforms like Facebook and Instagram, as well as sponsoring ads on Google and YouTube. Another technique is to purchase ad space on certain websites of interest to students, such as for partner education institutions, technical pages, job search pages, etc.

Resources used by students and parents to find educational opportunities: Students and parents receive most of their information through their high school’s management and local education agents. Occasionally, there are guest lecturers at the high schools where students and parents learn about opportunities.

Digital outreach strategies for U.S. study state consortia and education institutions: Advertising through social media is very important. Also, sending guest lecturers to high schools to promote foreign institutions is recommended since students do not get much information on educational opportunities abroad through the Croatian education system.

RESOURCES

•    U.S. Commercial Service – Croatia: https://www.trade.gov/croatia
•    U.S. Commercial Service Global Education Team: https://www.trade.gov/education-industry
•    Industry and Analysis, Office of Supply Chain, Professional & Business Services: https://www.trade.gov/professional-and-business-services
•    Ministry of Science & Education: https://mzo.gov.hr/en
•    Higher Education and Scholarship Fair: www.stipendije.info/en/
•    Institute for the Development of Education: http://www.iro.hr/
•    Croatian Bureau of Statistics: https://dzs.gov.hr/
•    Agency for Science and Higher Education: https://www.azvo.hr/en/higher-education/higher-education-institutions-in-the-republic-of-croatia
•    CEIC: Global Economic Data, Indicators, Charts & Forecasts: https://www.ceicdata.com/en/croatia/gross-domestic-product-purchasing-power-parity/hr-gni-ppp
•    Croatia Higher Education and Scholarships Fair: www.stipendije.info/en/fair

U.S. COMMERCIAL SERVICE CONTACT

Manuela Celic Marusic, Commercial Assistant
U.S. Commercial Service – Zagreb, Croatia
Phone: (+385 1) 661 2020
Email: Manuela.CelicMarusic@trade.gov
Website: https://www.trade.gov/croatia

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Ethiopia

QUICK MARKET STATS

Capital: Addis Ababa
Population: 129.7 (UN Population Fund 2024 est.)
GDP: $163.70 billion (2023 GDP Current $USD)
GDP Per Capita: $1,272.00 (2023 GDP/Capita Current $USD)
Currency: Birr (ETB)
Language: Oromo (official federal working language) 33.8%, Amharic (official federal working language) 29.3%, Somali (official federal working language) 6.2%, Tigrigna (Tigrinya) (official federal working language) 5.9%, Sidamo 4%, Wolaytta 2.2%, Gurage 2%, Afar (official regional working language) 1.7%, Hadiyya 1.7%, Gamo 1.5%, Gedeo 1.3%, Opuuo 1.2%, Kafa 1.1%, other 8.1%, English.

UNESCO Student Mobility Number: Ethiopia had 10,541 students studying abroad in 2022 according to UNESCO.

U.S. Census Bureau International Database: Approximately 58.4% of the population in Ethiopia is under 25 years old.

OVERVIEW

Academic institutions in Ethiopia are growing rapidly, creating significant opportunities for students who wish to pursue studies abroad. Among Sub-Saharan African countries, Ethiopia ranks fourth—after Nigeria, Ghana, and Kenya—in sending students to U.S. universities (IIE Open Doors 2024 Report, n.d.).

Ethiopian Students Studying in the United States

Source: IIE Open Doors® 2024 Report – years listed by academic year

Approximately 70% of Ethiopian students pursue degrees in science and technology-related fields, including engineering and computer science, while the remaining 30% focus on the social sciences. The United States continues to be the top destination of choice for Ethiopian students seeking higher education abroad (IIE Open Doors 2024 Report, n.d.).

SUB-SECTORS

Students in the U.S. by Academic Level	Percent	Number	Percent Change from Previous Year
Undergraduate	61%	1,896	-1.2%
Graduate	23%	695	9.8%
Non-Degree	1%	40	-42.0%
OPT	15%	447	16.1%

Source: IIE Open Doors® 2024 Report

OPPORTUNITIES

With economic growth improving, many families now see it as desirable to send their children to the United States for education. Community colleges are particularly appealing due to their lower and more affordable tuition costs.
The presence of numerous international and private schools in Ethiopia facilitates recruitment efforts by U.S. higher education institutions.

The U.S. Commercial Service located at the U.S. Embassy in Addis Ababa can help U.S. educational institutions connect with potential recruitment partners through services like Virtual Introductions and Single School Promotions. Additionally, the EducationUSA Advising Center at the U.S. Embassy also provides a platform for U.S. institutions to engage with Ethiopian students.

DIGITAL MARKETING STRATEGIES

Social media platforms such as YouTube, Telegram, WhatsApp, Facebook, Instagram, and TikTok are particularly popular among Ethiopian students. They often research information online and seek advice through in-person or phone conversations with peers and elders.

For job opportunities, students rely on print magazines, online job websites, radio, and television. For video streaming, YouTube, TikTok, and Facebook remain the most popular platforms.

Local schools and competitor countries use a combination of social media, traditional print ads, embassies, and recruitment agents to reach students. Students and their parents obtain information about educational opportunities through websites, social media links recommended by friends and family, agents, and their schools.

Recommendations for U.S. education institutions and study consortia to better promote their states as a study destination in Ethiopia include: (1) Utilize social media and online platforms easily accessible via mobile phones, (2) Run intensive advertising campaigns on both traditional and modern media platforms, (3) Participate in networking programs and form partnerships with the Ministry of Education and non-profit educational institutions.

EVENTS

The U.S. Commercial Service in Addis Ababa offers a variety of services and programs to help U.S. educational institutions to find well-qualified recruitment partners in Ethiopia. We can work one-on-one with your institution to introduce you to education recruitment agents, high school counselors, potential partner universities, and government officials. The U.S. Commercial Service in Ethiopia also participates in various education-related events, such as the Global Education Team’s Virtual Connection Program with Sub-Saharan Africa. Please contact your local Trade Specialist or visit www.trade.gov/education-industry to stay up-to-date on upcoming events.
In addition, the Public Affairs Office at the U.S. Embassy organizes education fairs.

RESOURCES

•    U.S. Commercial Service - Ethiopia: https://trade.gov/ethiopia
•    Federal Democratic Republic of Ethiopia Ministry of Education Website: https://moe.gov.et
•    National Educational Assessment and Examinations Agency Website: https://eaes.et/
•    Education USA advising centers in Ethiopia: Addis Ababa
Email: AddisAbaba@educationusa.org
Telephone: +251 111307924/7625
Websites: https://et.usembassy.gov/education-culture/study-usa/ and https://educationusa.state.gov/centers/educationusa-advising-center-addis-ababa

U.S. COMMERCIAL SERVICE CONTACT

Siraj Mustefa, Commercial Assistant
U.S. Commercial Service – Addis Ababa, Ethiopia
Phone: +251111307249
Email: Siraj.Mustefa@trade.gov
Website: https://trade.gov/ethiopia

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France

QUICK MARKET STATS

Capital: Paris
Population: 68,374,591 (CIA World Factbook 2024 est.)
GDP: $3.03 trillion (2023 GDP Current $USD)
GDP/Capita: $44,690.90 (2023 GDP/Capita Current $USD)
Currency: Euro
Language: French

UNESCO Student Mobility Number: France had 113,515 students studying abroad in 2022 according to UNESCO.
U.S. Census Bureau International Database: Approximately 29.5% of the population in France is under 25 years old.

OVERVIEW

The IIE Open Doors® 2024 Report on International Educational Exchange reveals that the United States hosted 1,126,690 international students during the 2023-2024 academic year, a 6.57% increase compared to the previous academic year. It is one of the fastest growth rates in the last 40 years. Released by the U.S. Department of State’s Bureau of Educational and Cultural Affairs and the Institute of International Education (IIE), the report provides a critical annual benchmark on the state of international educational exchange and student mobility. The IIE Open Doors® 2024 Report shows a steady increase of French students in the United States, returning to pre-Covid levels and reflecting a slight increase compared to the 2019-2020 academic year.

Current Demand: According to a survey conducted by the Institute of International Education, 87% of French students believe that tuition fees at U.S. institutions of higher education are very high, particularly in comparison to the low-cost French educational system (nearly free for public universities) or ERASMUS programs in other European countries. The high comparative cost of a U.S. education explains why today more than half of the French students studying in the United States are also scholarship recipients. However, when compared to other potential study destinations, 81% of French students perceive the United States to have a superior education system.

SUB-SECTORS

In the 2023-2024 academic year, the breakdown of the level of education being studied by French students in the U.S. was as follows:
39% undergraduate students
33.7% graduate students
24.6% non-degree students
20.2% OPT (Optional Practical Training)

The most popular fields of study for French students in higher education in the United States during the AY 2023-2024 were:

Field of Study	Percentage of French Students Studying This in the U.S.
Business/Management	23.7%
Engineering	15.3%
Social Sciences	10.4%
Math/Computer Science	10.5%
Humanities	5.7%
Intensive English	0.3%

Best prospects for recruitment of French students include one-year gap programs for recent high school graduates, and work/study programs (internships).

Online Programs: France Université Numérique (FUN) is the French national platform to promote the use of massive open online courses (MOOCs). It is free for the users.
At its launch, the platform was endowed by the government, with a budget of €8 million. For more information, please visit www.fun-mooc.fr.

Research and Development: French universities are focusing on several significant research and development trends:
1.    Structural Reforms for Global Competitiveness: France is consolidating research institutions to create globally-recognized hubs. A prime example is Paris-Saclay University, which unified multiple institutions and now ranks twelfth globally in the 2024 Shanghai Academic Ranking. These reforms aim to boost the visibility and impact of French research on the international stage.
2.    Interdisciplinary Research Initiatives: Universities are fostering collaboration across disciplines to tackle complex global challenges. For instance, institutions like Sciences Po have established research centers focusing on the intersection of political science, economics, and sociology, driving innovative solutions to societal issues.
3.    International Collaboration and Talent Attraction: To enhance global influence, France is actively attracting foreign students and researchers through initiatives like “Choose France.” This program aims to increase the number of international students to 500,000 by 2027, recognizing the importance of global talent in enriching research and fostering international partnerships. According to Campus France, there were 430,466 international students in France during the 2023-2024 academic year, a 4.5% increase over the previous year.

These trends highlight France’s strategic focus on strengthening its research capacity and global presence.

Professional Training Services: Since 2023, key training services in education focus on developing digital skills for both teachers and students. The Ministry of Education implemented the new “Digital Education Strategy 2023-2027” that includes training programs to enhance digital literacy and utilize digital tools effectively across all levels of education. Additionally, there is a strong emphasis on vocational training with reforms aimed at better preparing students for the workforce through updated diplomas and partnerships with businesses.

Key points about training services in French education in 2023:
•   Digital Skills Focus: A major focus is on integrating digital tools and training teachers on how to effectively use them in the classroom, addressing digital literacy for students and teachers alike.
•    Vocational Training Reforms: Updates to vocational training programs are being implemented to better align with industry needs, including creating short complementary courses to help students enter the job market more easily.
•   “Compte Personnel de Formation” (CPF): Individuals have access to a personal training account that allows them to fund their own training courses through various providers.
•    CNED (Centre National d’Enseignement à Distance): Provides distance learning options for individuals of all ages and backgrounds.

Education Technology: France is the second-largest market for EdTech in Europe. With over €400 million raised in 2021, the sector has dramatically grown in the past few years. Already well structured around dedicated clusters, business associations, and venture capitalists, the edtech industry is confirming its strong potential.

The Ministry of Education, Youth, Sports, Higher Education & Research coordinates all matters related to edtech. They created the “Edupilote” program that determines who will oversee the purchase of equipment and books for the schools. It could be at a national, regional, or city level.

The government works closely with Edtech France, which represents 400 companies specialized in edtech, to better select the equipment and books.

In France, schools and teachers have complete liberty to buy books. The “Académies” (regional school districts) are more frequently using Artificial Intelligence.

OPPORTUNITIES

France is a solid market for schools interested in diversifying their international student body. France benefits from high per-capita income, strong secondary education, and substantial business ties with the United States. In addition, most French schools/universities have implemented the Bologna Process and shifted to a three-tier bachelor/master/doctorate system of education, making the comparison of educational credentials easier.

The United States and France may achieve their bilateral goals in student mobility through partnerships that foster mutual recognition of their degrees, as well as offering dual degrees and incentives such as paid internships.
U.S. institutions may also benefit from the following opportunities:

•    Second & Third Tier Cities: Most U.S. colleges and universities focus their recruitment efforts on Paris. Recruitment efforts that include other cities in France in addition to Paris (particularly those with strong universities or a sister-city connection) generally yield effective results. Such cities could include Lyon in central France, Bordeaux in the southwest, Nice and Marseille in the southeast, Strasbourg in the east, and Rennes and Nantes in western France.
•    Partnerships: The United States and France support the Transatlantic Friendship and Mobility Initiative, which promotes increased student and junior researcher mobility and exchanges. This initiative aimed to double the number of U.S students going to France and the number of French students coming to the United States by 2025.
•    Community Colleges: French high school students show a growing interest in community colleges as they are accessible, affordable, and offer the opportunity to transfer to a university after a couple of years.
•    Optional Practical Training: This has contributed to a rise in the overall number of international students in the United States because it allows students in science and engineering fields to stay in the country and work for 36 months.

DIGITAL MARKETING STRATEGIES

Digital platforms most used by French students: In France, universities and schools commonly use Moodle, an open-source learning management system, for course management, assignments, and resources.
Most popular social media sites for students: Among French students, Instagram and Snapchat are the leading social media platforms. TikTok is also gaining popularity, particularly among younger demographics.
How French students search for information: Students in France primarily use search engines like Google for academic research and general information gathering. They also consult online academic databases, university libraries, and educational platforms for scholarly articles and resources.

Platforms used by students to search for job opportunities: French students utilize several platforms to seek job opportunities:
•    LinkedIn: popular platform used for job hunting, networking, and exploring career opportunities. It is a popular platform for connecting with professionals and accessing internships, part-time jobs, and graduate roles
•    JobTeaser: A platform offering job listings and career advice tailored for students and recent graduates.
•    Jobaviz: Managed by CROUS, it provides student job offers compatible with academic schedules.
•    Glassdoor: Offers job listings and company reviews, with numerous student job postings in France.

Popular video streaming platforms in France: YouTube remains the most popular video streaming platform among French students, offering a wide range of content from educational videos to entertainment.
Platforms used by in-country schools and competitor countries to reach students: French educational institutions and international competitors employ various digital platforms to engage students:
•    Social Media: Platforms like Facebook, Instagram, and LinkedIn are used for outreach and engagement.
•    Institutional Websites: Universities maintain comprehensive websites providing information on programs, admissions, and campus life.
•    Email Newsletters: Regular updates are sent to prospective and current students.
•    Webinars and Virtual Open Days: These are increasingly popular for providing interactive information sessions.

How students and parents in France receive information about educational opportunities: Information is disseminated through multiple channels:
•    Educational Fairs: Events like the Salon de l’Étudiant offer direct interaction with institutions.
•    School Counselors: Provide guidance on higher education options.
•    Online Portals: Websites such as Parcoursup centralize information on higher education programs.
•    Social Media and Online Advertising: Targeted campaigns reach both students and parents.

Recommendations for U.S. study state consortia and/or educational institutions as they build on their digital outreach strategies in France:
•   Localized Content: Develop French-language content that resonates with local cultural nuances.
•    Leverage Popular Platforms: Utilize Instagram, Snapchat, and TikTok to engage students effectively.
•    Collaborate with Local Influencers: Partner with French educational influencers to enhance credibility and reach.
•    Participate in Virtual Fairs: Engage in French educational fairs and webinars to connect with prospective students.
•    Provide Clear Information: Offer detailed guidance on application processes, visa requirements, and support services for international students.

By implementing these strategies, U.S. educational institutions can enhance their visibility and appeal to French students seeking international study opportunities.

EVENTS

• Studyrama International Studies Fair
Cité Internationale de Paris
https://www.studyrama.com/salons/

• Salon de l’Etudiant, (The Student Fair) in Paris
February 1-2, 2025
Paris

• Educ@tech Expo
November 19th, 20th & 21st 2025
Paris
http://www.educatech-expo.com
Educ@tech Expo focuses on education technologies and digital policies.

RESOURCES

•    Education USA/Fulbright Commission: https://fulbright-france.org/en
•    IIE Open Doors® 2024 Report: https://opendoorsdata.org/data/international-students/all-places-of-origin/
•    Ministry of Education, Youth, Higher Education, Sports & Research: www.education.gouv.fr
Contact: Audran Le Baron, Director, Education Technology, Ministry of Education
•    Edtech (Association of French EdTech Companies): https://Edtechfrance.fr
The biggest association with 400 French companies.
Contact: Orianne Ledroit, General Manager.
•    U.S. Commercial Service Paris: https://www.trade.gov/france

U.S. COMMERCIAL SERVICE CONTACT

Valérie Ferrière, Commercial Specialist
U.S. Commercial Service France | U.S. Embassy Paris
Email: Valerie.Ferriere@trade.gov
Website: https://www.trade.gov/france

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Germany

QUICK MARKET STATS

Capital: Berlin
Population: 83.4 million (CIA World Factbook 2024 est.)
GDP: 5.23 trillion (2023 GDP Current $USD)
GDP per capita: 2022/23 (61,900 $USD)
Currency: Euro (EUR)
Language: German

UNESCO Student Mobility Number: 126,241 (data from 2022, Outbound internationally mobile students by host region.) UIS Statistics

% of the population under the age of 25: Approximately 23.3% of the German population is under 25 years of age (United States Census Bureau, 2024)

OVERVIEW

Germany has the largest economy in the European Union (EU) by nominal Gross Domestic Product (GDP). Germans are well-educated and experience abroad is seen as a key advantage when competing for employment and additional educational opportunities. Over 90% of Germans study English, which is the first foreign language learned in school. English language courses are mandatory for almost every German student, with the degree of difficulty depending on the school level. English is taught in primary school starting in the third grade at the latest.

SUB-SECTORS

Higher Education: There were 9,230 international students from Germany at U.S. higher education institutions during the 2023/2024 academic year, a 5.3% from the previous year of 9,751 students in 2022/2023.. The double-digit decline in the number of German students enrolled in Non-Degree programs was a major contributing factor to the overall decline in the number of German students studying in the United States in 2023/2024. During the 2023/2024 academic year there were 2,599 German students enrolled in Non-Degree programs in the United States, a 16.1% decrease from the 3,115 students enrolled in 2022/2023. (“https://opendoorsdata.org/data/international-students/enrollment-trends/”OpenDoors / Institute of International Education, Inc., 2024)

Undergraduate: During the 2023/2024 academic year, 3,004 German students studying in the United States are enrolled in undergraduate courses, which is a decrease of 1.6% compared to the 2022/2023 academic year (Open Doors / Institute of International Education, Inc., 2024).

Community College: Community colleges have become more popular during the last few years for Germans due to the financial advantage as well as the simplified application process. This option is also attractive because it is possible for Germans to register at a community college without an “Abitur” (a required qualification exam for German university).

Graduate Education: During the 2023/2024 academic year, 2,658 German students studying in the United States were enrolled in graduate courses, a decrease of 1.1% compared to 2022/2023 (Open Doors / Institute of International Education, Inc., 2024).

Secondary Education: The number of German high school students participating in exchange programs for the academic year 2023/2024 appears to be stable or slightly increasing compared to previous years. For the 2021/2022 school year, approximately 5,100 German students joined such programs. Although precise statistics for 2023/2024 are not readily available, trends in educational exchange and ongoing initiatives like GAPP (German American Partnership Program) suggest sustained or modestly growing participation rates due to increased funding and program support from German and U.S. institutions.

Online Programs: According to a recent Statista survey, 75% of German student respondents stated that their studies were only or mostly in-person, only 9% had courses which were wholly online. Fourteen percent attended hybrid courses, suggesting online teaching is being further reduced (Statista, 2024).

Research and Development: Education and research are major priorities for the German Federal Government. The Pact for Research and Innovation’s (“Pakt für Forschung und Innovation”) is a long-term initiative by the German Federal Government to strengthen Germany’s position as a leading global hub for research and innovation. The program ensures sustainable funding and development for major research organizations like the Max Planck Society, Fraunhofer Society, Helmholtz Association, Leibniz Association, and German Research Foundation (DFG). These funding increases are tied to research policy objectives set forth in the Pact.

Professional Training Services: German companies tend to use private trainers to train employees rather than provide inhouse training. The German Association for Coaching and Training with more than 1,800 members, evaluates and certifies training courses to ensure quality. A significant difference between the American and German training services market is that German contracts usually stipulate a fixed base fee rather than working on commission. The best strategy for a U.S. company interested in entering the German training services market is to find a German partner. (Deutscher Verband für Coaching und Training (dvct) e.V., 2024)

Education Technology: EdTech in Germany has been steadily evolving, with increasing investments and initiatives to integrate digital tools into classrooms and higher education. Here are some key facts about EdTech in Germany:

Government Initiatives and Investments

KMK-Strategy: With the strategy of the Standing Conference of the Ministers of Education and Cultural Affairs “Education in the Digital World”, the Länder have adopted a concept of action and objectives to further develop education in the context of digitalization. Together with the federal government, the federal states are further expanding the digital education infrastructure and strengthening cooperation between the states in the field of digitization with joint state projects. (KMK, 2017)

DigitalPakt Schule: Launched in 2019, this is a key initiative by the German federal government to provide schools with the necessary infrastructure and resources to integrate digital learning tools. The program allocated $5.25 billion over five years to modernize schools, improve internet connectivity, and support the use of digital devices and platforms (Bundesministerium fuer Bildung und Forschung). Negotiations are currently underway for a DigitalPakt 2.0 (Deutsches Schulportal, 2024).

At the state level, many regions have developed their own initiatives to push for more comprehensive digital education, from digital curriculum development to teacher training in digital skills.

Digital Learning Platforms and Resources

Moodle: While not exclusive to Germany, Moodle is a Learning Management System (LMS) designed to provide educators, administrators and learners with a single robust, secure and integrated system to create personalized learning environments (MoodleDocs, 2024). Moodle is widely used in German schools and universities for online courses, assignments, and assessments (heise online, 2024).

OpenOlat: OpenOlat remains a popular learning management system (LMS) at German universities. It is widely used for creating and managing online courses, offering a range of features such as course creation, participant organization, task and test creation, and support for digital examination formats (University of Hamburg, 2024).

Teacher Training and Professional Development

In Germany, the professional development and training of teachers, professors, and educators in digital skills and the use of digital tools are seen as critical elements for the successful integration of technology in education. Given the increasing digitalization of education, Germany has implemented several strategies and initiatives to ensure that educators are equipped with the necessary digital competencies. These include both federal and state-level initiatives, as well as collaboration with universities, education technology companies, and international partners.

OPPORTUNITIES

Higher Education, Undergraduate and Graduate: Studying in the United States is particularly attractive to German engineering, business, and management, as well as math and social science students.
One of the most effective ways for U.S. universities to attract German exchange students is to form a partnership with a German university. These partnership agreements facilitate the exchange of students and the recognition of course credits between the partner institutions.

As European universities implement the Bologna Process, which is meant to ensure more comparable, compatible, and coherent systems of higher education in Europe and shift to a three-tier bachelor/master/doctorate system of education, European credits and degrees are becoming easier to compare with those of U.S. universities. However, a couple of obstacles for German students planning to study in the United States remain. Cost is the most frequently quoted barrier, especially because education in Germany is free. Additionally, German students who have been accepted to study in the United States are required to obtain a student visa before departure. Additionally, the European Union (EU) has stated its focus on creating a European Education Area promoting greater mobility and recognition of academic degrees for EU citizens (European Commission, n.d.)

U.S. educational institutions should consider working with exchange organizations in Germany, such as the German Academic Exchange Service (DAAD) and the Fulbright Commission:, as well as private sector recruiters and advisors and through the 10 EducationUSA centers of the U.S. Department of State in Germany. The U.S. Commercial Service can help U.S. educational institutions meet with potential partners via our customized business matchmaking services, such as Virtual Introductions, Single School Promotions, and the Gold Key Service. There are also several events focused on student recruitment, listed at the end of the report, which take place in Germany.
Community College: German students with no “Abitur” are qualified to apply to a community college in the United States. Transfer Degree Programs are a possible option for those students since the costs are lower than those of a four-year college, However, an associate degree is, unfortunately, not recognized in Germany. Some community colleges may not accept international students since some of these institutions are focused only on the domestic United States market (AIFS/IIE Global Education Research Report Series, 2022).

Secondary education: It is very common for German students to study abroad at the high school level, and Germany remains one of the most prolific sending countries of high school exchange students to the United States. High school exchanges to the United States can be facilitated through an organization (non-profit or commercial) or can be self-initiated. Many cities in Germany offer youth exchange fairs, which allow students to compare and choose from different organizations. A self-initiated exchange is possible, albeit more complicated. According to EducationUSA, the costs for a high school exchange range from $11,800–$16,500 depending on a variety of factors including the state, the high school, and visa status. Certain German organizations provide scholarships or financial aid; however, these are only applicable if the exchange is facilitated through an organization, not if organized privately. EducationUSA advisors in Germany can provide additional information on high school exchange programs.

Online Programs: Due to its flexibility, a possibility to work full-time, and the “virtual presence” factor, online education is very popular in Germany, and this trend is expected to continue. For the most part, online offerings complement traditional face-to-face instruction. Accordingly, for example, students prepare for seminars with videos, complete self-study programs during a classroom session, or produce group presentations with the aid of digital media.
Research and Development: Funding increases for the Pact for Research and Innovation (“Pakt für Forschung und Innovation”) are tied to research policy objectives set forth in the Pact. Federal and Länder (state) governments have agreed to continue the Pact for Research and Innovation until 2030, with a first-ever ten-year extension. Based on the preliminary assessments of the 2024 monitoring report, federal and state governments and participating organizations are finalizing new targets for the period 2026-2030.

Professional Training Services: Though not as widespread in Germany thanks to employment contracts usually stipulating fixed base fees rather than commissions, the German Association for Coaching and Training (www.dvct.de), with its more than 1,800 members can be a good starting point for a U.S. company interested in entering the German training services market and the possibility to collaborate with a German partner. Additionally, there is evidence that German employers are not awarding their employees with as much continued training in their professional career despite the long-term benefit of doing so (Haufe, 2024).

Education Technology: The availability of digital devices for pupils and teachers as well as the administration of IT structures in schools will be improved. On a tertiary level, some universities and applied science institutions exist in Germany which offer comparable bachelor’s and master’s degrees in a complete online setting. This is supposed to be an alternative for those seeking more flexibility in obtaining a degree in their own time which a traditional brick-and-mortar university cannot necessarily offer. Another benefit is that a visa and public health insurance is not required when attending a long-distance German university from outside the country (Hochschulkompass / Hochschulrektorenkonferenz; FernUniversität in Hagen).

DIGITAL MARKETING STRATEGIES

• The most popular social media sites include WhatsApp (over 65 million active users), Facebook (approximately 47 million active users), Instagram (approximately 42 million active users), Facebook Messenger (approximately 27.8 million active users), Pinterest (approximately 22.9 million active users) and TikTok (approximately 20 million active users) (The Global Statistics, 2024).

• German students mostly research information on any given topic via Google (89% respondents) (Statista, 2024)

• The platforms that students use for job opportunities include Indeed, LinkedIn, Stellenwerk, university platforms, and university bulletin boards.

• In-country schools and competitor countries use information events at universities or schools, websites, emails, and social medial channels to reach German students.

• Parents and students mainly receive information about educational opportunities through the internet and email.

• It is recommended for U.S. study state consortia and/or educational institutions to use social media platforms like LinkedIn in their digital outreach strategies.

EVENTS

Bachelor Education Fair Germany
https://www.educationfair.net/event/bachelor-education-fairs-germany/
November 2024 – November 2025 in Cologne, Stuttgart, Frankfurt, Hamburg, Munich, Munster and Dusseldorf

QS World MBA Tour
https://info.topmba.com/events/mba/frankfurt
March 15, 2025, in Frankfurt/Main

International College Days
https://collegedayfairs.org/exhibitat-icd-1
Munich, Berlin, Hamburg, Date: tba

MyEducation! Information Fair
https://www.tradefairdates.com/myEducation-meineAusbildung-M6355/Bad-Toelz.html
May 15-16, 2025, in Bad Tölz

EducationUSA Fairs
https://educationusa.state.gov/find-event
Various Locations and Dates. Check regularly for new events, no events organized so far in Germany 2025.

JuBi-Jugendbildungsmesse (Youth Education Fair)
https://jugendbildungsmesse.de
January 11, 2025 in Berlin

“Auf in die Welt” – Information Fair
https://www.aufindiewelt.de/messen
January 2025 – November 2025 in Berlin, Cologne, Dortmund, Duesseldorf, Frankfurt, Hamburg, Hannover, Munich and Stuttgart

Didacta
https://www.messe-stuttgart.de/didacta/en/didacta-2025-in-stuttgart
February 11-15, 2025, in Stuttgart

Learntec – International trade fair and convention
https://www.learntec.de/en/
May 6-8, 2025, in Karlsruhe

RESOURCES

• U.S. Commercial Service - Germany
• Deutscher Akademischer Austauschdienst (German Academic Exchange Service):
• Fulbright Commission

U.S. COMMERCIAL SERVICE CONTACT

Ulrike Riegeler, Commercial Specialist
U.S. Commercial Service – Frankfurt, Germany
Phone: +49-(0) 69-7535-3157
Ulrike.Riegeler@trade.gov
Website: https://www.trade.gov/germany

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Ghana

QUICK MARKET STATS

Capital: Accra
Population: 34.6 million (CIA World Factbook 2024 est.)
GDP: $380 billion (2024 GDP in Current $USD)
GDP Per Capita: $2,260.30 (2023 GDP/Capita Current $USD)
Currency: Cedis (GHC)
Languages: English (official), Asante 16%, Ewe 14%, Fante 11.6%, Boron (Brong) 4.9%, Dagomba 4.4%, Dangme 4.2%, Dagarte (Dagaba) 3.9%, Kokomba 3.5%, Akyem 3.2%, Ga 3.1%, other 31.2% (2010 est.)

Student Mobility Number: Ghana had over 20,000 students studying abroad in 2024, with 9,394 studying in the United States for the 2023-2024 academic year.

U.S. Census Bureau International Database: Approximately 56% of the population in Ghana is under 25 years old.

OVERVIEW

The Education System: Ghana has been a pioneer in modern mass education in West Africa. First introduced in Christian missionary schools and colonial government schools, most notably in coastal areas during the period of formal British rule after 1867, modern European-style education was greatly expanded by Ghana’s government after achieving independence in 1957. The introduction of free and compulsory basic education in 1961 was a veritable milestone achievement that greatly helped advance access to education, as was the founding of the first Ghanaian universities: the University of Ghana, originally established under British rule in 1948, and the Kwame Nkrumah University of Science and Technology (KNUST), opened in 1952. Estimated at less than 20 percent at the time of independence, Ghana’s adult literacy rate has now shot up to 80.38%.

Administration of the Education System: Ghana is a unitary republic with 16 administrative regions. Some 70 percent of the population lives in the more industrialized southern parts of the country, home to the country’s two largest urbanizations: Kumasi (3.9 million people) and the capital city of Accra (2.7 million people).

Education is centrally administered by the Ministry of Education (MOE) in Accra, which oversees several different agencies, including the Ghana Education Service (GES – https://ges.gov.gh/about-us/) and Ghana Tertiary Education Commission (https://gtec.edu.gh/). The Ministry of Education and its agencies’ guidelines are implemented locally by government offices in Ghana’s regions, as well as by districts offices.

SUB-SECTORS

The data in this section is from IIE Open Doors® 2024 Report on International Educational Exchange for the 2023-2024 academic year unless otherwise noted.

Undergraduate Education: During the 2023-2024 academic year, 1,738 Ghanaian students enrolled in U.S. undergraduate programs, a 33.4% increase compared to the previous year, when 1,303 students from Ghana were registered.

Graduate Education: The number of Ghanaian students pursuing graduate degrees in the United States rose by 54% to 6,377, an impressive increase compared to 4,140 students in the 2022-2023 period.

Non-Degree Education: Throughout the 2023-2024 academic year, 70 students from Ghana enrolled in non-degree programs in the United States, a 1.4% decrease from the previous year, when 71 Ghanaian students participated in such U.S. programs.

Optional Practical Training (OPT): The number of OPT students from Ghana in the United States increased by 26.7%, reaching 1,209. This number is a notable increase from the 954 Ghanaian students pursuing OPT in the United States during the 2022-2023 academic year.

Ghana ranked 18th among countries globally for sending students to the United States. This represents a 47% increase over the 2022-2023 academic year. (source: https://opendoorsdata.org/fact_sheets/fast-facts/). The top receiving states, in rank order, are Illinois, Ohio, Massachusetts, Texas, and New York.

Top Areas of Study by % of Ghanaian Students in the United States:

Major Field of Specialization

2023/2024

Physical and Life Sciences

Math/Computer Science

16.7%

15.0%

Engineering

Other Fields of Study

Social Sciences

13.7%

11.9%

Business and Management

Health Professions

11.7%

7.3%

Education

Humanities

4.4%

3.7%

Fine and Applied Arts

Undeclared

Intensive English

2.3%

1.5%

0.1%

Source: Institute of International Education. (2024). “Fields of Study of Students from Selected Places of Origin, 2023/24” Open Doors Report on International Educational Exchange. Retrieved from http://www.opendoorsdata.org

OPPORTUNITIES

According to data in the IIE Open Doors® 2024 Report, Ghana is now the number two country for sending students from the sub-Saharan African region to the United States.Ghana is among the top 25 countries that sends graduate students abroad for further education. The free senior high school policy currently deployed in Ghana has created an opportunity for increased undergraduate interest in getting educated outside of Ghana.

Ghanaian students study at colleges and universities across all 50 states in the U.S. and share their success stories with contacts in Ghana, which increases Ghanaian students’ interest to study abroad.

Higher Education: U.S. institutions can capitalize on the strong demand for undergraduate, graduate programs from Ghana. Many Ghanaian students are interested in overseas education, whether for cultural exchange, research collaborations, or specialized programs not offered at home. U.S. institutions could expand their recruitment efforts in Ghana, particularly focusing on programs in business, health sciences, technology and engineering. It is important to note that high school recruitment or boarding school recruitment does not have strong potential in Ghana.

Online Programs: Online learning is a rapidly growing sector across the Ghanaian education system due to its affordability and the opportunity to work while schooling. U.S Universities can partner with existing universities in Ghana to offer online degrees and professional development programs that may not be offered in the country, with a particular interest in flexible programs. As Ghanaian students increasingly seek flexible, online learning opportunities, U.S. universities and colleges can position themselves as global leaders in distance/online education.

Professional Training: There is steady demand for professional training services, particularly in private sector business and in some cases public sector organizations. This is in professional areas such as business management, technology, healthcare, and finance. U.S. institutions can partner with Ghanaian companies and professional organizations to deliver specialized certifications and corporate training programs. Partnerships with Ghanaian businesses for customized corporate training and certifications are key growth areas.

Emerging Specialized Training Areas – Critical Minerals: The mining sector is Ghana’s second largest economic activity after retail trade. It is a major employer, attracts more than half of all foreign direct investment, generates more than one-third of all export revenues, and is the largest tax-paying sector in the country. With Ghana’s new deposits of lithium and graphite in addition to its traditional mining of gold, bauxite, and manganese, there are numerous opportunities for U.S. educational institutions to offer specialized graduate programs and continuing education to students and professionals in the sector. Programs offering mining sustainability and environmental remediation expertise are another area of acute need for Ghanaian students.

Education Technology: EdTech is gaining traction across all levels of the education system in Ghana. There is potential for U.S. EdTech companies to enter the Ghanaian market with products and services aimed at supporting e-learning, hybrid learning, and STEM education. Considering programs like the Free Senior High School in Ghana, U.S. EdTech companies can provide systems or technologies to make the program better and more practical.

Scholarships and Exchange programs: Considering funding issues and a large population of the working class in the country being middle class, the availability of scholarships to study abroad is usually very much appreciated. Highlighting opportunities for scholarships offered by U.S schools is an important attraction. Other key things to keep in mind would be providing detailed information about applications, timelines, and additional requirements. Additionally, partnerships with universities for exchange programs is also an area to explore.

Subsidized Tuition: Education is highly valued, and parents and students will be looking for optimal education opportunities within their budget. Given the high exchange rate of the cedi to the dollar, competitive tuition makes U.S. schools an attractive option. There should be availability of mutually beneficial partnerships to aid with tuition costs and subsidized housing for international students.

DIGITAL MARKETING STRATEGIES

Most students in Ghana use social media platforms. Social media has gained a lot of interest in the young population of the country and has become the go-to tool for all sorts of information. The most popular social media sites for students in Ghana are Facebook, Twitter, Instagram, LinkedIn, WhatsApp, We Chat, and Snapchat. Platforms used to search for job opportunities include (www.jobbermanghana.com), (www.jobwebghana.com), (https://www.nyu.edu/) and (https://buzzghana.com/).

To conduct research, students in Ghana mostly use the Google search engine. To stream videos, Ghanaian students use YouTube, Instagram, and Facebook.

Education institutions from the U.S. and other countries use LinkedIn, Facebook, email, Google Meet, WhatsApp, Zoom, and webinars to reach students in Ghana. Students and parents in Ghana receive information on educational opportunities via student seminars, EducationUSA counseling, and education fairs. It is recommended that U.S. study state consortia and education institutions focus on digital education and accessibility for Ghanaian students.

Students and parents in Ghana, often receive information about educational opportunities through school counselors, education fairs, and online portals. Educational webinars are also important channels.

EVENTS

•    Worldview Education Fairs: https://www.worldviewevents.com/
•    Various Embassies’ education fairs
•    ISN Expo: https://isnexpo.com/

RESOURCES

•    U.S. Commercial Service Ghana: https://trade.gov/ghana
•    EducationUSA/Fulbright: https://gh.usembassy.gov/education-culture/educationusa-center/
•    World Education News and Review: https://wenr.wes.org/2019/04/education-in-ghana
•    UHY Articles: https://www.uhy.com/the-worlds-fastest-growing-middle-class/
•    For more information, visit: https://gh.usembassy.gov/education-culture/study-usa/

U.S. COMMERCIAL SERVICE CONTACT

U.S. Commercial Service
United States Embassy
Accra, Ghana
Phone: +233 (0) 30 274 1000
Email: office.accra@trade.gov
Website: https://trade.gov/ghana

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Greece

QUICK MARKET STATS

Capital: Athens
Population : 10,461,091 (CIA World Factbook 2024 est.)
GDP : $238.21 billion (2023 GDP Current $USD)
GDP Per Capita: $23,400.70 (2023 GDP/Capita Current $USD)
Currency: Euro
Language: Greek

UNESCO Student Mobility Number: Greece had 38,484 students studying abroad in 2022 according to UNESCO.

U.S. Census Bureau International Database: Approximately 24.8% of the population in Greece is under 25 years old.

OVERVIEW

Greece, per its Constitution, offers free education as a right to all citizens. Education is compulsory for all children between the ages of 4 and 15 and, as of September 2021, pre-school education starting at the age of 4 is now mandatory for all children. The Greek education system is divided into early education and care for children up to the age of 6, primary education for ages 6-12, and secondary education for ages 12-18. Secondary education includes what is traditionally known as middle and high school in the United States, respectively referred to as Gymnasium and Lyceum in Greece. After age 15, students can either pursue vocational tracks or attend high school. Students attending high school can pursue higher education, which includes university-level education. Most students in Greece attend public schools for all levels of education, for which there are no tuition fees, while less than 10% of the student population enrols in private schools. The Ministry of Education and Religious Affairs administers the budget, develops the curriculum, and oversees all schools in the Greek public system, as well as managing examinations, including the Panhellenic exams that determine which public university students can attend based on performance.

In 2024, the Greek parliament passed a bill allowing the operation of private, nonprofit universities. Overseas universities are now allowed to open branches in Greece using a nonprofit status, despite charging tuition fees. Greece was the only European country – and one of the only countries in the world – to not recognize the operation of non-state universities. Dozens of private institutions of varying quality and size operate in Greece, but their degrees – including those of well-regarded U.S.-affiliated institutions – have not been recognized by the Greek state and their graduates were considered by the state to have the equivalent of a high school degree. The new legislation overcomes this constitutional roadblock and outlines specific criteria for the establishment of private educational institutions, expected to significantly drive increased presence of U.S. universities in Greece and closer partnerships between U.S. and Greek institutions.

United States - Greece Educational Partnerships: The U.S. Embassy in Greece has coordinated several engagements since 2021 to attract U.S. educational institutions to Greece, including the 2022 Pharos Summit that brought a delegation of over 30 U.S. universities, including Yale, Harvard, Princeton, Cornell, Brown, Stockton, Johns Hopkins, and others to Greece for the first time. In 2024, the U.S. Embassy and Study in Greece organized a delegation of 20 Greek university rectors to travel to attend the NAFSA Annual Conference for the first time to explore partnership opportunities. The U.S. Embassy also brought together representatives from more than 20 U.S. colleges, universities, and study abroad providers and 21 Greek public universities to spotlight emerging opportunities in Greece’s increasingly internationalized higher education landscape in the Pharos 3.0 summit in October 2024. The summit sparked immediate, on-site discussions among major U.S. study abroad providers to expand their operations to Greece, where no major providers currently operate, developing the potential for regional investment and growth opportunities for U.S.-based providers.

In 2022, Columbia University launched their 10th Global Education Center in Athens aiming to oﬀer their undergraduate and graduate students robust learning opportunities, academic engagement, as well as internship opportunities at Greek and Greece-based international organizations. According to the IIE Open Doors® 2024 Report, Greek students studying in the United States contributed to $128 million to the U.S. economy in 2023.

SUB-SECTORS

Higher Education - Universities & Colleges: According to the IIE Open Doors® 2024 Report, 2,561 students from Greece studied at U.S. academic institutions during the 2023-24 academic year, marking a slight increase compared to the prior academic year. Of these, 1,091 attended graduate programs, 826 students attended undergraduate programs, and the remaining 644 participated in non-degree and OPT programs. STEM fields and business management are very popular among Greek students.

Recent data from IIE’s Open Door Report reported that during the 2023-24 academic year, Greek students have a strong preference for universities and colleges offering Doctoral programs in the United States, with the top five states for Greek students being New York, Massachusetts, California, Illinois, and Pennsylvania. When Greek students study abroad, they typically choose a private institution versus public. In Greece, public higher education is free, and the state supervises and finances 24 higher education institutions. The university sector includes majors such as shipping, tourism, economics, philosophy, law, and medicine, among other traditional disciplines. Most majors are four-year degrees, polytechnics require five years of study and medicine takes six years.

Additionally, there are post-secondary vocational schools that offer Vocational Training Institute (IEKs) diplomas. These programs typically take 2-3 years to complete.

Private universities in Greece were traditionally not considered part of this “university” system. This created a disadvantage as the system did not allow for equivalence for private institution degree holders despite the many private programs affiliated with EU universities. According to industry players and based on the conditions laid out in the new law, several colleges will receive university status. In Greece, private universities can offer accredited degrees following the 2019 Law 4589/2019, which allowed private institutions to issue recognized degrees under certain conditions. Previously, the 2005 Law 3374/2005 and the 2011 Law 4009/2011 provided frameworks for foreign universities to operate in Greece but didn’t allow full accreditation of private Greek institutions. The 2019 law opened the path for both Greek and foreign private universities to offer degrees that meet Greek educational standards. The American College of Greece (ACG) is the oldest U.S.-accredited college in Europe and the largest private college in Greece. ACG has partnered with Open University (OU) UK and this arrangement gives Greek and international students the opportunity to earn official degrees accredited by the Open University while studying in Athens.

Secondary Education: Secondary education includes both private and public middle- and high school-level programs. As with university education, public middle and high schools are free. There are 3,069 public high schools and 159 private high schools in Greece. There are private middle schools as well. International schools that follow a U.S. curriculum including Athens College (Hellenic American Educational Foundation), American College of Greece, and the American Community School. There are international schools that follow British and French as well. International schools that follow foreign curricula often have two track programming to allow students to qualify and pass examinations required to enroll in the Greek university system, or to study abroad.

Online Programs: The Hellenic Open University (EAP) was founded in 1997 and enables local students to participate in graduate and/or undergraduate programs through distance learning. As in other parts of the world, the pandemic compelled Greek educational institutions to implement online and distance e-learning platforms, changing the habits of Greek students. Platforms like Coursera and universities like Thunderbird have grown in popularity. This shift may present opportunities for U.S. institutions offering summer courses or online classes that could be appealing to Greek students.

OPPORTUNITIES

The United States and Greece have a long history of cross-cultural educational exchange and cooperation. Greeks are receptive to education prospects abroad. Until Brexit, the U.K. was the preferred destination for Greek higher education students, attracting over 11,000 Greek students per year. As a non-EU destination, the United States is prominent. Greeks have a strong affinity for the United States and, if finances allow, families look to send their children to universities in the United States. Best prospects include:
•    Short-term study abroad programs,
•    Short-term intensive English language training programs,
•    E-learning programs from U.S. universities that could include both degrees and certificate programs, and
•    Programs that have work-study elements or follow-on job possibilities.

How the U.S. Commercial Service Can Help: The U.S. Commercial Service in Athens can assist U.S. universities and education-related firms enter the Greek market by identifying potential partners, connecting U.S. entities with local stakeholders, and arranging virtual and physical platforms for promotion.

In Greece, studying abroad entails considerable effort and research by the student, since there are no major consulting agencies to assist. Fulbright Greece has an Education USA office that offers free support to students interested in learning more about studying in the United States, and there are six Embassy-sponsored American spaces in Greece providing access to information.

DIGITAL MARKETING STRATEGIES

The most common platform used by schools to connect with their students is Webex. Private schools also use Microsoft Teams, Blackboard, ManageBac, and Zoom. Google is a popular search engine. Job opportunities are announced online through LinkedIn and KARIERA - a Greek job search platform. The most popular platforms for streaming videos are YouTube and Twitch, while Netflix is the lead for film and series content. Schools advertise their programs through regular TV ads and through social media. Moreover, some schools organize open campus days.

EVENTS

There are no major education fairs in Greece. While many other industry shows have education sections with university participation and many private schools and Embassies organize forums that allow matchmaking, there is a need and an opportunity for a larger platform to connect Greek students with foreign universities. There is room for private sector players to further support the development of the sector.

RESOURCES

•    U.S. Commercial Service Greece: https://www.trade.gov/greece
•    Fulbright Greece: https://www.fulbright.gr/en
•    U.S. Embassy Greece: https://gr.usembassy.gov/
•    IIE Open Doors® Report: https://opendoorsdata.org/
•    Eurostat: https://ec.europa.eu/eurostat/statistics-explained/index.php?title=Education_and_training_in_the_EU_-_facts_and_figures
•    News from Greece: https://www.ekathimerini.com/
•    The CIA World Factbook: https://www.cia.gov/the-world-factbook/
•    https://globalcenters.columbia.edu/athens#:~:text=Columbia%20University%20announced%20in%20November,day%20democracies%20across%20the%20globe.
•    https://www.ekathimerini.com/news/1231085/government-unveils-bill-for-private-universities-in-greece/
•    https://www.ekathimerini.com/news/1233681/private-universities-bill-adopted/
•    https://1997-2001.state.gov/background_notes/greece_9910_bgn.html
•    https://www.acg.edu/deree-degree-recognition/
•    https://www.minedu.gov.gr/
•    https://studyingreece.edu.gr/?s=pharos

U.S. COMMERCIAL SERVICE CONTACT

Maria Georgousi, Commercial Assistant
U.S. Commercial Service – Athens, Greece
Phone: +30-210-693-4817
Email: Maria.Georgousi@trade.gov
Website: https://www.trade.gov/greece

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Guyana

QUICK MARKET STATS

Capital: Georgetown
Population: 794,099 (CIA World Factbook 2024 est.)
GDP (Purchasing Power Parity): $17.16 billion (2023 est.)
GDP Per Capita: $20,756.40 (2023 GDP/Capita Current $USD)
Currency: Guyanese Dollar (GYD)
Language: English (official)
UNESCO Student Mobility Number: Guyana has 1,469 students studying abroad according to UNESCO.
U.S. Census Bureau International Database: Approximately 43.4% of the population in Peru is under 25 years of age.

OVERVIEW

Guyana’s education sector is experiencing transformative growth, driven by a noteworthy government-led investment of $645 million USD aimed at building a world-class education system. This funding supports infrastructure development across all educational levels, from pre-K to secondary schools.

In tertiary education, the government is fostering global partnerships to expand opportunities. Collaborations are growing with countries such as the United States, China, India, the UK, and Cuba which offer scholarships and specialized training programs. For example, UK Commonwealth Scholarships and Indian-sponsored educational initiatives target fields like sustainable development, cybersecurity, and agriculture. Local initiatives like the Guyana Online Academy of Learning program (GOAL) also play a critical role in enhancing skills domestically.

Guyana’s focus on technical and vocational training is complemented by partnerships with companies like MATPAL Marine Institute, which, in collaboration with Noble Corporation and El Dorado Offshore, provides scholarships and guaranteed employment in the offshore energy industry. These programs ensure students gain both academic and hands-on industry experience, aligning education with the nation’s economic needs as its oil sector expands.

The government is further integrating tertiary institutions to create seamless pathways from diplomas to advanced degrees, ensuring that local talent meets international standards. Collaborations with institutions such as the University of Guyana and the Guyana School of Agriculture enhance regional capabilities while supporting global competitiveness in education and workforce development. (Sources: DPI , MPS, NCN, Newsroom)

Key government initiatives include:
1. Technical and Vocational Education and Training (TVET): Recognizing a skilled labor gap, Guyana is prioritizing TVET to prepare its workforce for industries like oil and gas. This includes the establishment of the Guyana Technical Training College and apprenticeship programs. (Guyana Chronicle)

2. Guyana Online Academy of Learning (GOAL): Over 21,000 scholarships have been awarded to expand access to higher education, surpassing initial targets. This program is designed to provide online and hybrid learning opportunities in collaboration with international institutions. (Guyana Chronicle)

3. University of Guyana Support: $20 million USD has been allocated to enhance the university’s operations, with additional funding for facilities and research initiatives. (Guyana Chronicle)

Private sector involvement in Guyana’s education sector is growing, with several noteworthy projects underway that are aimed at improving infrastructure, services, and access to education:

1. Texila American University Expansion: IDB Invest and Republic Bank (Guyana) Limited are financing a $9 million USD project to expand accommodation facilities for staff and students. This initiative is expected to significantly increase student enrollment by 73% and improve graduation rates by 20% by 2026. It represents IDB Invest’s first private-sector education initiative in the Caribbean. (InewsGuyana)

2. Smart Classroom Initiative: Schools in Guyana are benefitting from digital advancements, with efforts led by international partnerships like the World Bank’s Guyana Education Sector Program Project. This includes equipping schools with digital devices and upgrading teaching and learning environments for improved educational outcomes. (World Bank)

3. Conditional Credit Line for Investment Projects (CCLIP): While primarily government-driven, this initiative (supported by private financing) enables the construction of six new primary schools and rehabilitation of 19 schools in rural and hinterland areas. It also includes the distribution of digital devices to thousands of students and training for teachers. (InewsGuyana)

4. IDB Private Sector Partnerships: Beyond education, IDB Invest supports integrated development initiatives that overlap with education. These include logistics, sustainable tourism, and community projects, fostering environments conducive to learning and workforce readiness. (InewsGuyana)

5.    Guyana-Coursera National Training Initiative: The U.S. education company, Coursera, has partnered with the Government of Guyana to launch the Guyana-Coursera National Training Initiative, offering free access to over 10,000 courses for all citizens and public sector employees. This initiative aims to develop workforce skills across key sectors:
•    Office of the Prime Minister: Trained hundreds of public servants in digital media and communication (Coursera).
•    Ministry of Human Services & Social Security: Upskilled 4,000+ women through the WIIN program in entrepreneurship and digital literacy (Coursera).
•    Ministry of Health: Transitioned the Nursing School program online to train more nurses (Coursera).
•    Ministry of Tourism, Industry & Commerce: Launched a Tourism Training Platform for hospitality professionals (Stabroek News).
•    Ministry of Labor: Introduced an online life skills program covering literacy, wellness, and entrepreneurship (DPI).

These efforts highlight the private sector’s role in enhancing Guyana’s education landscape, aligning with broader workforce development goals, and equitable access to quality education. Opportunities exist for further partnerships, particularly in technical education, digital learning solutions, and university collaborations.

Student Mobility from Guyana to the United States (2024)
According to IIE Open Doors® 2024 Report, the number of Guyanese students who traveled to the United States in the 2023/24 academic year decreased by 3.9%, totaling 365 students, compared to 380 students in the 2022/23 academic year. This represents a decline from the 16.6% increase observed between 2021/22 and 2022/23.

Breakdown by Academic Level (2024 vs. 2022/23):
•    Undergraduate Programs: 200 students were enrolled, representing a 5.3% increase from 2022/23.
•    Graduate Programs: 127 students were enrolled, marking a 7.3% decrease compared to 2022/23.
•    Non-Degree Programs: Only 5 students participated, a 16.7% decrease from the previous year.
•    Optional Practical Training (OPT): 33 students participated in OPT programs, reflecting a significant 29.8% decrease compared to 2022/23.
•    Traditionally, Guyanese students are attracted to states such New York, Florida, Arizona, Ohio, Pennsylvania, and District of Columbia.

Secondary Education Completion Rate in Guyana (2024):
According to UNESCO, 70% of Guyanese students completed secondary education in 2024, an increase from 69% in 2023.

OPPORTUNITIES FOR U.S. HIGHER EDUCATION INSTITUTIONS (HEI) IN GUYANA

Unlocking New Opportunities in a Thriving Market: Guyana is experiencing a major economic expansion, driven primarily by Oil & Gas, but also includes key sectors like agriculture, construction, and healthcare. As the country experiences this rapid growth, there is a growing demand for skilled workers. In fact, over the next five years, the country will need more than 52,000 additional workers across various sectors. However, local education can only supply around 22,000 graduates during this period. For U.S. higher education intuitions (HEIs), this is a prime opportunity to make a significant impact in this burgeoning market.

Tailor-Made Training Programs: Guyana’s industries need specific skills that local institutions cannot fully provide. U.S. HEIs can fill this gap by offering an array of programs, such as:

•    Agriculture: Focus on mechanization and modern farming techniques.
•    Construction/Machinery: Train students in trades like masonry, carpentry, and civil and mechanical engineering.
•    Logistics: Train students in maritime and ground shipping services.

By aligning programs with industry needs, U.S. universities can ensure that graduates are well-prepared for the Guyanese job market.

Technology-Enhanced Learning: Guyana’s education system needs to scale quickly. U.S. HEIs can provide:
• Online courses and simulators: Offering remote learning opportunities and practical simulations, especially in logistics and O&G, can reach more students and meet urgent training needs.

Expanding Healthcare Training: With a severe shortage of healthcare professionals, U.S. HEIs can play a crucial role by:
• Launching nursing and medical programs: These programs can address the shortage of nurses and doctors in Guyana, with partnerships to improve workplace conditions and career development.

Supporting Workforce Immigration: Immigration will be key to addressing workforce gaps. U.S. universities can assist by:
• Offering language and cultural training: Helping foreign workers integrate into the Guyanese workforce and upskilling them for specific industry roles.

HOW TO ENTER AND SUCCEED IN THE GUYANESE MARKET

U.S. HEIs looking to establish or expand their presence in Guyana can consider the following approach:

Align Programs with Local Needs: Work closely with local industries and government agencies to design educational programs that address Guyana’s specific skills shortages. Engage with employers to create curricula and internships that prepare students for real-world challenges.

Build Recruitment Networks: While not as common as in other markets, HEIs can consider establishing partnerships with local education agents to create recruitment pipelines. These agents can help connect universities with students and industries in Guyana, facilitating a smooth entry into the market.

Collaborate with the Government: Partner with Guyanese ministries to align your programs with national development goals. By contributing to policy discussions on workforce development, your institution can play a significant role in Guyana’s economic future.

Consider Hosting Information Sessions: To further bridge the gap and seize the opportunity, consider hosting information sessions in Guyana. These sessions can:
• Showcase the benefits of partnering with U.S. universities: Highlight how U.S education can meet the growing demand for skilled workers.
• Encourage local educational institutions and consultants to become recruitment agents: Many local institutions lack the infrastructure to connect students with international opportunities. By providing these institutions with the tools and knowledge to become recruitment agents, you can help them tap into this emerging market.

DIGITAL MARKETING STRATEGIES

To effectively address Guyana’s labor gap and reach its student population, the following tailored digital marketing strategy could be implemented, leveraging the observed trends in platform usage and communication preferences:

Leverage Facebook and Instagram for Engagement
•    Awareness Campaigns: Run targeted advertisements on Facebook and Instagram (the two leading social media platforms in Guyana) to showcase educational opportunities, scholarships, skill-building courses, and job vacancies. Use multimedia formats (videos, reels, and stories) to capture attention.
•    Community Groups: Partner with community-oriented Facebook groups frequented by students and parents to share educational resources and employment opportunities.
•    Influencer Marketing: Collaborate with local influencers or educational figures on Instagram to endorse skill-building programs and career pathways.

Optimize for Google Search
•    Content Development: Create blog posts, FAQs, and SEO-friendly pages with keywords like “Job Opportunities in Guyana,” “Online Courses for Guyanese Students,” and “Scholarship Programs in Guyana.”
•    Google Ads: Use pay-per-click (PPC) ads to appear in search results when students or parents look for educational or job-related information.
•    Knowledge Hub: Develop a centralized platform or microsite listing internships, apprenticeships, courses, and other opportunities, ensuring it ranks high in search results.

Use YouTube for Educational Content
•    Educational Tutorials: Develop a YouTube channel to publish tutorials on resume writing, interview tips, skill-building, and job market insights.
•    Video Ads: Promote short, engaging ads before or during YouTube content popular among Guyanese students.
•    Partnerships: Collaborate with local educators or organizations to create content tailored to students’ career aspirations.

Direct Outreach Through Schools and Newspapers
• School Partnerships: Distribute information on educational and job opportunities to schools via the Ministry of Education. Include digital formats (like PDFs) to share on school-managed Facebook pages.
• Newspaper Columns: Regularly publish columns in daily newspapers to inform parents about emerging career pathways, scholarships, or training programs.

Ministry of Education Collaboration
• Centralized Information Sharing: Work with the Ministry of Education to ensure a unified digital platform is used to disseminate information to all schools, students, and parents.
• Workshops and Training: Organize digital workshops in collaboration with schools to promote opportunities for students and familiarize them with online job application processes.

Community and Parental Engagement
• Information Packs: Create digital and printable brochures summarizing available educational programs and distribute them through schools, community centers, and places of worship.
• Radio and Community Announcements: In addition to digital efforts, leverage radio spots to reach parents and guardians in areas with limited internet access.

Streamline Online Job Applications
• Localized Platforms: Collaborate with platforms like SmartTalent to develop features tailored for Guyanese students, such as localized job postings, internship opportunities, and career advice.
• Mobile-Friendly Design: Ensure all job-related websites and applications are mobile-optimized to cater to the predominantly mobile internet users in Guyana.

By focusing on these strategies, the approach will align with Guyana’s unique digital landscape and effectively target students and parents to bridge the labor gap.

EVENTS

The U.S. Commercial Service in Guyana is open to offer education-focused services in September 2025 in line with Guyana’s Education Month, to be able to spotlight opportunities for international and local partnerships in the education sector.

In October 2025, an Education Fair will be held in Guyana, providing a valuable platform for students, educators, and institutions to explore a wide range of academic programs, scholarships, and career development resources.

Additionally, EducationUSA, in collaboration with the U.S. Embassy’s Public Diplomacy Office, has an exciting lineup of education seminars planned throughout 2025. Dates for these insightful and engaging sessions will be announced in due course. Please reach out if you are interested in receiving updates on these programs and events.

RESOURCES

•    EducationUSA - pdgeorge@state.gov
•    Guyana Ministry of Education – https://education.gov.gy/en/
•    U.S. Commercial Service in Guyana - https://www.trade.gov/guyana-contact-us

U.S. COMMERCIAL SERVICE CONTACT

Tocoma Alexis, Commercial Assistant & Budget Analyst
U.S. Commercial Service – Georgetown, Guyana
Tocoma.Alexis@trade.gov
+1 592 623 8744
Website: https://www.trade.gov/guyana

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Hungary

QUICK MARKET STATS

Capital: Budapest
Population: 9,855,745 (CIA World Factbook 2024 est.)
GDP: $212.39 billion (2023 GDP Current $USD)
GDP/Per Capita: $22,141.90 (2023 GDP/Capita Current $USD)
Currency: Hungarian Forint (HUF)
Language: Hungarian
UNESCO Student Mobility Number: Hungary had 13,858 students studying abroad in 2022 according to UNESCO.
US Census Bureau International Database: Approximately 25.4% of the population in Hungary is under 25 years old.

OVERVIEW

The Education Office of the Ministry of Interior oversees public education in Hungary, while the Ministry of Culture and Innovation regulates tertiary education. The Education Office (https://www.oktatas.hu/) supervises the operation of elementary, secondary, and vocational schools and coordinates education strategy with relevant ministries. The Education Office’s University Application page (https://www.felvi.hu/) provides information on university faculties, the calculation of grades, and access to e-application platforms.

Hungary’s educational system faces a number of challenges including: an aging teacher population, non-competitive salaries coupled with significant administrative burdens, a lack of teachers especially in the natural sciences, a high student/teacher ratio (on average 34 students per teacher), and a demanding and occasionally outdated curriculum. Education is compulsory for students ages 5 to 16 years old.

Hungary’s educational priorities include modernizing the curriculum and content for secondary and tertiary education and introducing digital content and visual tools across a broader spectrum. It is recognized that there is a need to educate students in the practical use of mobile devices and digital content to accelerate the learning process. This includes digitalization of traditional textbooks and educational materials as well as increasing access to digital content for disadvantaged student populations and students with disabilities

The popularity of private or religious education is increasing among the parents that can afford the added expense. However, due to increased interest, tuition-based private school classes fill quickly, resulting in waitlists. The monthly tuition to attend private school is approximately USD $120 - $400 per student, a significant financial burden given the average median salary is USD $1,380 in Hungary. Church schools usually incorporate mandatory religious elements into their curricula.

Only 7% of adults between the ages of 19-34 years, and whose parents did not graduate high school, attained a tertiary qualification compared to the OECD average of 19%. Employment rates for Hungarians with tertiary education is high, with 92% of women and 95% of men employed, compared to the OECD averages of 84% and 90%, respectively (https://gpseducation.oecd.org/CountryProfile?primaryCountry=HUN&treshold=10&topic=EO).

According to the IIE Open Doors® 2024 Report, 758 Hungarian students studied in the United States during the 2023-2024 academic year, representing a 6.5% increase from the previous year. Of these students, approximately 50% studied at the undergraduate level (a 13.3% increase from the previous year), 30% studied at the graduate level, 12% participated in OPT, and 7% participated in non-degree studies (a 48.6% increase over the previous year).

SUB-SECTORS

Higher Education: Tertiary education has been a representation of academic excellence for more than 650 years in Hungary. Students can choose from 30 state-funded, 12 privately funded, and 26 church-funded universities. As a result of the internationalization processes, more than 500 courses in multiple languages (English, German, and French are the top three) are available to Hungarian students. Most students tend to learn English as their first foreign language, but Russian, Chinese, and Japanese have become popular recently. In 2024, psychology, business management, legal, business and marketing, computer science engineering, mechanical engineering, medicine, finance and accounting, and communications and media studies were the most popular courses of study. (Source: https://eduline.hu/).

In Hungary, women account for 55% of new tertiary students compared to the OECD average of 56%. Women are more likely to graduate, which leads to an even larger gender gap at the graduate level. However, large differences in the gender gap persist amongst fields of study, with just 12% of Hungarian women pursuing degrees in science, technology, engineering, and mathematics-related fields, while only 3% of Hungarian men enter education-related fields. (https://www.oecd.org/content/dam/oecd/en/publications/reports/1999/05/towards-lifelong-learning-in-hungary_g1gh2373/9789264173606-en.pdf)

The role that private institutions play within Hungary’s higher education system has also grown remarkably, with the share of bachelor’s graduates increasing from 13% to 76% in recent years. An increasing number of undergraduate students tend to choose private schools that offer flexible and more advanced teaching methods and education, and broader digital content compared to public schools. Students have a better chance of getting into these private schools if their entry exam scores or grade point averages are above a certain value. Popular schools and universities also open new slots for students through their own foundation system, providing opportunities to a broader number of students as well as providing additional funding for the university itself. The semester tuition fee can range between USD $1,200-$2,000 depending on the university and the nature of studies.
According to the “Times Higher Education World University Ranking”, in 2024, Semmelweis University (https://semmelweis.hu/english/), a research-focused medical school located in Budapest, achieved the highest score out of all the higher educational institutions in the country. Also located in Budapest, Óbuda University (https://uni-obuda.hu/en/) (for engineering, IT, natural sciences and economics) and Eötvös Lóránd University (https://www.elte.hu/en/) (for economics, education and psychology, humanities, social sciences) were ranked second and third, respectively.

Per student expenditure levels differ across education levels. On average, Hungary spends USD $10,782 per student from primary to tertiary education, while the average for the OECD countries is USD $14,209 per student. In Hungary, the expenditure per student at primary education is USD $7,981; for secondary education it is USD $8,154; and for tertiary education it is USD $23,591. This increase in spending as the level of education increases follows the general trend for the rest of the world. (https://www.oecd.org/content/dam/oecd/en/publications/reports/1999/05/towards-lifelong-learning-in-hungary_g1gh2373/9789264173606-en.pdf)

In 2023, Hungary spent 4.3% of its GDP on primary through tertiary education as well as research and development (R&D), a figure slightly below the 5.1% average expenditure in OECD countries. (https://gpseducation.oecd.org/CountryProfile?primaryCountry=HUN&treshold=10&topic=EO)

Education Technology: Hungarian universities use many platforms for distance learning. The most popular platform for distance learning is Microsoft Teams. In higher education, Google Slides, PowerPoint, and Prezi are regularly used applications for presentations. Quizlet is a popular application students use to study, and Zanza.tv is a very popular platform among students in secondary schools. These applications help the students prepare for their final exams in an interactive way. Increased digitalization may facilitate greater access to study aids for the disadvantaged student population.

Educational applications and digital learning solutions are also becoming more popular. There are over 130 EdTech startups in Hungary which include BOOKR Kids (https://bookrkids.com/), Mozaik Education (https://www.mozaweb.hu/en/user.php?cmd=login), Xeropan (https://en.xeropan.com/), BOOKR Class (https://bookrclass.com/), and other e-book applications, English language learning apps, school curriculum management, and other online tutoring apps.

OPPORTUNITIES

In 2022, 20,277 Hungarian students participated in the Erasmus Program, a long-standing exchange opportunity for European students that aims to help students become active citizens, with the skills, knowledge, and experience to tackle the challenges facing our society. However, in January 2023, the European Commission decided that students enrolled in private universities in Hungary can no longer access the Erasmus or Horizon Europe mobility programs, leaving thousands without international experience. In response, the Hungarian government established a national program, similar to Erasmus, named Pannónia Scholarship Program (https://pannoniaosztondij.hu/), funded locally instead of by the European Union. The program was started in 2024 with HUF 10 billion (USD $28.5 million) of seed funding to facilitate studies, research, and teaching abroad, including in the United States, for 8,000 students. However, the actual participation proved to be less popular than expected, and fewer than 10% of the eligible students enrolled, likely due to poor messaging or challenges with the application process.

In general, Hungarian students abroad pursue diplomas in:
•    Business & Economics: International Business, Finance, Economics
•    Engineering & Tech: Computer Science, Software Engineering, Mechanical Engineering
•    Arts & Humanities: English Literature, Film Studies, History
•    Social Sciences: Psychology, Sociology, Political Science

DIGITAL MARKETING STRATEGIES FOR STUDENT RECRUITMENT

In 2023, more than 91% of Hungarians had access to the internet, with social media usage being one of the most popular online activities. More than half of users are between the ages of 25-34, and the proportion of users between ages of 18-24 is also significant. Leading social media platforms in Hungary are Facebook, Messenger, Instagram, YouTube, and TikTok. The most popular social media platforms in Hungary among the 18-24 age group are Instagram, BeReal, and TikTok.

The leading business-related social media platform is LinkedIn, with 1.2 million users in Hungary. The most populous age group is the 25-34 age group, which accounts for nearly two-thirds of the number of users.

Pinterest has powerful opportunities to build brand awareness and catalogue sales. The number of Hungarian users is 1.48 million, of which 80% are women and only 15% are men. X (Twitter) has approximately 450,000 users in Hungary. Its popularity does not compete with other social media platforms.

The number of YouTube users in Hungary exceeds 7.3 million. The 35-44 demographic makes up about a quarter of the users and the second most popular demographic is 25-34. Thanks to growing video content consumption habits, YouTube is becoming more and more successful among both business-to-consumer (B2C) and business-to-business (B2B) users.

Instagram has 2.74 million users in Hungary, which also represents a growing trend. In addition, it has more than 3 million Hungarian-speaking users, which shows that native Hungarian-speaking people living in other countries are accessing local content. Its largest user base is the younger generation.
Facebook has 6.97 million users in Hungary. In terms of age group, people between 35-54 represent 36.6% of users. The content intended for the under 18 demographic is only 3.1% of the total content, a clear indication that the content is geared towards an older audience. In addition to Facebook, the Messenger messaging application has 4.9 million users in Hungary.

The growth of the video sharing portal, TikTok, is remarkable, with 2.4 million users in Hungary, a number that grows daily. After its introduction, it was clear that the targeted demographic was for a younger audience, but now the number of middle-aged users is also growing. Teens, aged 14-18, make up 40% of Hungary’s TikTok users, while young adults of 18-24 make up 28.8% of users. The average time spent on TikTok is orders of magnitude higher than on Facebook. (https://datareportal.com/reports/digital-2024-hungary)

Aside from social media, students also use the internet to aid in job searches. The three most popular job search websites are Profession.hu, Jobline.hu and LinkedIn.com. In terms of accessing information online, Google is the most important search engine in Hungary by market share.

EVENTS

EDUCATIO (https://www.educatioexpo.hu/) is Hungary’s largest annual education expo. Its goal is to connect participants of education including national and international institutions of higher education, course book publishers, language schools, and vocational training centers with students, teachers and parents. The best months of the year to recruit students at educational fairs are January through March and September through November.

HVG Job Fair
November of each year
https://allasborze.jobline.hu/latogatoknak/

RESOURCES

IIE Open Doors® 2024 Report – International Students – All Places of Origin - https://opendoorsdata.org/data/international-students/all-places-of-origin/
Fulbright Hungary/Education USA - https://www.fulbright.hu/
EDUTECH Hungary - https://edutechhungary.com/en/
OECD Library – Education at a Glance 2023 – Hungary - Hungary | Education at a Glance 2023 : OECD Indicators | OECD iLibrary - https://www.oecd.org/en/publications/education-at-a-glance-2023_e13bef63-en.html
Times Higher Education - https://www.timeshighereducation.com/search?search=Hungary
U.S. Commercial Service/Hungary - https://www.trade.gov/hungary

U.S. COMMERCIAL SERVICE CONTACT

Csilla Viragos, Commercial Specialist
U.S. Commercial Service | Budapest, Hungary
Email: csilla.viragos@trade.gov
Website: https://www.trade.gov/hungary

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Indonesia

QUICK MARKET STATS

Capital: Jakarta
Population: 281,562,465 (CIA World Factbook 2024 est.)
GDP: $1.37 trillion (2023 GDP Current $USD)
GDP Per Capita: $4,876.30 (2023 GDP/Capita Current $USD)
Currency: Indonesian Rupiah (IDR)
Language: Bahasa Indonesia (official), English and numerous regional languages (the most widely spoken include Javanese, Sundanese, Madurese, Minangkabau, and Batak languages)

UNESCO Student Mobility Number: Indonesia had 68,828 students studying abroad in 2022 according to UNESCO.
U.S. Census Bureau International Database: Approximately 40.1% of the population in Indonesia is under 25 years old.

OVERVIEW

Indonesia is a dynamic and fast-growing market for international education. With over 282 million people, it is the world’s largest Muslim-majority nation and home to a rapidly expanding young population, with half of its citizens under 30 years old. This demographic shift, couples with increasing household incomes and government investment in education, has fueled strong demand for secondary, higher, and vocational education opportunities.

Indonesia’s government mandates 12 years of compulsory education, divided into six years of elementary school, followed by three years each at the junior and senior secondary levels. The education sector is managed by the Ministry of Education and Culture (84% of schools) and the Ministry of Religious Affairs (16% of schools, including Islamic, Christian, and Catholic institutions) (https://www.bps.go.id). The country has an extensive school network with:
• 175,588 primary schools
• 61,999 junior secondary schools
• 38,827 senior secondary schools (SMA & SMK)

Australia, Malaysia, and the United States are the top three destinations for Indonesian students studying abroad. Australia leads due to geographic proximity, high-quality institutions, and English-language instruction, with 23,326 Indonesian students currently enrolled in Australian universities (https://www.education.go.au).

SUB-SECTORS

Indonesia is a huge potential market for U.S. providers of secondary, tertiary, and vocational education. The Indonesian government has made a clear commitment to education and has taken steps toward education reforms and greater investment in education in recent years. Significant increases in government spending have led to real gains in terms of secondary enrollment and the number of higher education students has doubled from 2019-2024. This equates to an increase in the number and quality of students seeking post-secondary education opportunities.

The IIE Open Doors® 2024 Report states that during the 2023-2024 academic year, 8,348 students from Indonesia studied in the United States, making it the second-largest student-sending country in Southeast Asia. Indonesia is the twenty-third leading place of origin for foreign students studying in the United States.

Most of Indonesians studying abroad are self-funded. This group of students fund their education privately with financial support from their parents or assistance from overseas relatives. The remaining of students are financed by local universities, companies, the government, and scholarships through different grants.

There are two types of high schools in Indonesia: SMA (Sekolah Menengah Atas), which prepares students for higher education, and SMK (Sekolah Menengah Kejuruan), which focuses on vocational training for employment. SMA students are prepared to continue to higher education, while SMK, as a vocational school, prepares its students to work after finishing their schooling, without moving on to higher education. Indonesia also has a number of international schools that adopt globally recognized curricula, such as the International Baccalaureate (IB) and Cambridge International Examinations (CIE), catering to expatriate and affluent local families.
The table below highlights the top academic majors chosen by Indonesian students studying in the United States, showcasing evolving trends in subject preferences.

Top Five Academic Majors Chosen by Indonesian Students Studying in the U.S.

Academic Year	Business & Management	Engineering	Life Sciences	Math & Computer Science	Health Professions
2019/2020	27.4%	16.7%	6.5%	10%	1.5%
2020/2021	23.4%	15.1%	6.8%	18.9%	1.8%
2021/2022	24%	19.1%	7.1%	12.5%	1.8%
2022/2023	24.9%	16.8%	8.1%	12.2%	2.2%
2023/2024	23.5%	14.2%	7.7%	13.3%	2.2%

Source: IIE Open Doors® 2024 Report

OPPORTUNITIES

A popular survey by a prominent Indonesian newspaper reveals that most students consider academic institutions in the United States to offer the highest quality education compared to those in other countries. Indonesian students consider U.S. institutions as offering the highest quality education globally, making the United States a preferred study destination. U.S. universities and community colleges can increase their visibility in the Indonesian market by working with the U.S. Commercial Service office in Jakarta to promote their institution in-country and develop a network of well-qualified recruitment partners, such as education recruitment agents, high school counselors, potential partner universities, and government officials. U.S. education institutions should also consider participating in education fairs, such as the EducationUSA Fairs hosted by the U.S. Department of State. Educational consultants are highly valued by prospective Indonesian students and their families as they serve as convenient “one-stop shops” for school applications, and they help with visa processing, travel arrangements, and accommodations.

To compete with other countries that offer lower tuition fees, universities are participating in “1+1”, “1+3”, or “2+2” programs that enable students to apply credits from their years of study at a local university towards an undergraduate degree at a U.S. university. Studying at U.S. community colleges has become an increasingly popular option for Indonesian students, due to their affordability and pathways to bachelor’s degree programs.

Scholarships: The government supports study abroad by Indonesian students through the Indonesia Endowment Fund for Education, abbreviated as LPDP (Lembaga Pengelola Dana Pendidikan). LPDP is a full-ride scholarship from the Indonesian Ministry of Finance for all Indonesian citizens. LPDP has a vision to be the best regional fund management institution to prepare future leaders and encourage innovation for a prosperous, democratic, and just Indonesia. The LPDP service program consists of scholarships, research funding, and fund management (investment).

Since its inception in 2013 until December 2023, LPDP has awarded scholarships to 45,500 Indonesian students. Of these, 33,251 (73.1%) are pursuing master’s degrees; 10,035 (22.1%) are doctoral students; and 2,214 (4.9%) are specialist & subspecialist doctor students. In 2023, the Indonesian government allocated IDR 139 trillion Indonesian Rupiah for LPDP’s budget. This allocation reflects the government’s commitment to fostering a competitive workforce for Indonesia’s development goals. The United States ranks fourth among the top destinations for LPDP awardees overall, with 2,039 students, following the United Kingdom (5,735), Australia (3,457), and the Netherlands (2,235) as per LPDP’s 2023 annual report.

Vocational Schools: The Indonesian government is focused on improving its vocational education system, aiming to equip students with multiple skill certificates alongside their high school diploma. This initiative, which includes business leaders shaping curricula and providing internships, aims to speed up workforce integration. The government targets 80% participation in vocational education by 2024 and has introduced Presidential Regulation No. 68/2022 to revitalize the sector.

Vocational education transformation involves vocational high schools, colleges, and training institutions. Between 2020-2024, nearly 50% of vocational students gained quality education through partnerships with 975 industry partners. Over 680 schools introduced entrepreneurship programs, 11,496 developed teaching factories, and 391 earned regional public service agency status.

Strong economic growth in Indonesia highlights the importance of further investment in vocational education. Both the World Bank and OECD identify vocational training as key to future growth. U.S. vocational schools may find opportunities to collaborate with Indonesian institutions, contributing to curriculum development and offering education abroad.

In the 2022-2023 school year, Indonesia had approximately 5 million vocational students and 339,715 teachers. Vocational schools offer diverse courses in fields like technology, health, tourism, and business management.

Education Technology: The EdTech sector in Indonesia presents a wealth of opportunities and challenges as the country embraces digital education. One of the most significant opportunities is with the growing middle class, with an increasing number of families willing to invest in education. This shift is driving demand for accessible, quality learning tools and services. Additionally, untapped rural area, such as Eastern Indonesia, offer considerable potential for expansion, as many non-urban regions still face gaps in educational resources. EdTech solutions tailored to these areas, such as low-cost, offline-compatible platforms, can help bridge these gaps and promote wider access to learning.

Another promising opportunity is the rising popularity of blended learning models that combine online resources with traditional classroom education. This integration of technology into formal education systems is transforming the way students learn and creating a larger market for EdTech services.

However, challenges remain. Infrastructure gaps persist in certain regions, particularly in remote areas, where reliable internet access is limited. This poses a barrier to the widespread adoption of online learning platforms. Additionally, digital literacy remains a concern, with many teachers and students requiring training to effectively use edtech tools. Lastly, as the EdTech market in Indonesia continues to grow, competition intensifies, and differentiation becomes crucial for startups. For companies looking to scale, finding unique value propositions and maintaining quality while managing growth will be key challenges to overcome.

Key players in the Indonesian EdTech Industry

Cakap (https://cakap.com/en/), an Indonesian edtech platform that focuses on providing online language learning and skill development courses. It offers interactive lessons in various languages, including English, Mandarin, and Japanese, with a focus on speaking and communication skills. Cakap connects learners with certified tutors for live, personalized lessons, making language learning more accessible and engaging.

GovTech Edu Indonesia (https://www.govtechedu.id/), an initiative launched by the Indonesian government seeks to modernize the education sector by supplying digital tools and resources to schools and educational institutions. The focus of this initiative is on incorporating technology into the curriculum, improving education quality, and ensuring fair access to learning materials. GovTech Edu Indonesia has played a key role in creating platforms for online learning, teacher training, and the distribution of educational content.

Ruang Guru (https://www.ruangguru.com/), one of Indonesia’s biggest and most popular EdTech startups, was founded in 2014. The platform provides various services, such as live tutoring, video tutorials, and exam preparation resources. It has since expanded to offer interactive online classes, quizzes, and educational games for students ranging from elementary to high school. The platform’s success is largely due to its easy-to-use interface, affordable pricing, and extensive content, which makes it accessible to a wide audience.

DIGITAL MARKETING STRATEGIES

The development of digital marketing in Indonesia continues to increase significantly over time. Indonesia’s digital landscape is rapidly growing, with the country’s population of over 280 million people and the rapidly rising number of internet users. Internet penetration has reached 66.5%, with 139 million social media users in January 2024, equating to 49.9% of the total population.

In digital marketing for education, connecting effectively with students and families requires a strategic approach that includes personalized content, such as customized newsletters and learning tips, tailored to each student’s needs. Social media platforms like Facebook, Instagram, and Whatsapp allow educational institutions to share updates, foster interaction and promote community engagement. Hosting interactive webinars and workshops can deepen engagement by providing valuable academic support and digital literacy tips. Additionally, offering offline-compatible content ensures that all families, regardless of internet access, stay connected to the learning experience. By integrating these methods, educational institutions and edtech platforms can create strong and lasting relationships with students and their families.

EVENTS

•    Indonesia International Education & Training Expo (IIETE)
http://ina-educationexpo.co.id/
•    World Education Expos
https://worldeducationexpos.com/event/detail?title=world-education-expos-february-2025-1
•    World Post Graduate Expo
May 3-4, 2025
Jakarta, Surabaya:
https://worldeducationexpos.com/event/detail?title=world-post-graduate-expo-2025

RESOURCES

•    U.S. Commercial Service - Indonesia: https://trade.gov/indonesia
•    Education USA Indonesia: https://educationusa.state.gov/centers/educationusa-us-embassy-jakarta
•    Ministry of Education and Culture: https://www.kemdikbud.go.id/
•    American Indonesian Exchange Foundation (AMINEF): https://www.aminef.or.id/
•    IIE Open Doors® 2024 Report – International Students All Places of Origin: https://opendoorsdata.org/data/international-students/all-places-of-origin/

U.S. COMMERCIAL SERVICE CONTACT

Fidhiza Purisma, Commercial Specialist
U.S. Commercial Service | Jakarta, Indonesia
Phone: +62 21 5083 1000
Email: Fidhiza.Purisma@trade.gov
Website: https://trade.gov/indonesia

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Israel

QUICK MARKET STATS

Capital: Jerusalem
Population: 9,402,617 (CIA World Factbook 2024 est.)
GDP : $513.6 Billion (2023 GDP Current $USD)
GDP Per Capita: $52,642.40 (2023 GDP/Capita Current $USD)
Currency: Israeli New Shekel (ILS)
Language: Hebrew (official), Arabic (special status under Israeli law), English (most commonly used foreign language)
UNESCO Student Mobility Number: Israel had 18,998 students studying abroad in 2022 according to UNESCO.
U.S. Census Bureau International Database: Approximately 42.9% of the population of Israel is under 25 years old.

OVERVIEW

Israel’s education sector is highly developed, with a strong focus on STEM (science, technology, engineering, and mathematics) disciplines. Recognized by the Organization for Economic Cooperation and Development (OECD) as the third most educated country globally, over 50% of adults aged 25-64 have attained a tertiary education.

Demand for education and training services remains strong, with Israeli students favoring graduate programs abroad, especially in the United States. U.S. institutions are attractive for their advanced research facilities and global reputation, particularly in STEM and business disciplines. Notably, during the 2023/24 academic year, 2,167 Israeli students studied in the United States, contributing $134 million to the U.S. economy, according to the IIE Open Doors® 2024 Report.

SUB-SECTORS

Higher Education: According to the IIE Open Doors® 2024 Report, in the 2023/24 academic year, Israeli students in the United States were distributed as follows:
•    Undergraduate: 782 students (36.1%)
•    Graduate: 888 students (41%)
•    Non-Degree: 122 students (5.6%)
•    OPT (Optional Practical Training): 375 students (17.3%)

Most Israeli students in the United States enroll at doctoral universities (80.9%), followed by master’s colleges and universities (10.3%). Smaller proportions attend associate colleges (4.3%), special focus institutions (2.4%), and baccalaureate colleges (2.0%)

Secondary Education: There is a demand for semester-long or one year student exchange programs for Israeli high school students in the United States. For example, the Kennedy-Lugar Youth Exchange and Study (YES) Program provide opportunities for Israeli high school students to study in the United States.

Online Programs: According to Israel’s Council for Higher Learning, online education is gaining traction across Israel, particularly in professional training and skill development. U.S. institutions offering flexible and hybrid learning models could tap into this growing demand.

Research and Development: Israel and the U.S. maintain multiple joint agreements and foundations aimed at fostering academic collaboration and advancing industrial R&D across high-tech sectors. Two key examples are the U.S.-Israel Binational Science Foundation (BSF) and the Israel-U.S. Binational Industrial Research and Development (BIRD) Foundation. Moreover, Israeli institutions actively encourage scholars to pursue postdoctoral training and sabbatical opportunities abroad. One example is the Zuckerman Israeli Postdoctoral Scholars Program.

Israel’s innovation ecosystem encourages partnerships in research and development, especially in technology and life sciences. U.S. institutions have opportunities to collaborate with Israeli universities on joint research initiatives, particularly in fields such as cybersecurity, biotechnology, and AI.

OPPORTUNITIES

Israel’s higher education system includes 58 institutions, with a pronounced focus on STEM. Approximately 31% of undergraduate, 16% of graduate, and 54% of PhD students pursue STEM degrees. While Israel offers diverse undergraduate programs, making local options competitive, U.S. institutions are particularly appealing for graduate studies.

To attract more Israeli students, U.S. educational institutions should highlight their expertise in STEM and research. Partnerships in technology, entrepreneurship, and innovation are especially enticing to Israeli students.

DIGITAL MARKETING STRATEGIES

Israeli students frequently use platforms like Instagram, Facebook, and LinkedIn for information and networking, while relying on Google and YouTube for research.

To effectively reach Israeli students, U.S. institutions should utilize popular platforms for promotional campaigns. Additional efforts, include working with the U.S. Commercial Service to assist U.S. education providers to enter or expand their presence in the Israeli market, collaborate with local agents, participate in EducationUSA student fairs and Israeli university fairs, and leverage government-supported programs, can enhance your institution’s visibility and engagement.

RESOURCES

•    U.S. Commercial Service Israel: https://trade.gov/israel
•    U.S. Commercial Service Global Education Team: https://trade.gov/education-industry
•    EducationUSA Israel: https://educationusa.state.gov/
•    Israel Council for Higher Education: https://che.org.il/en/

U.S. COMMERCIAL SERVICE CONTACT

Alla Polotsky, Commercial Assistant
U.S. Commercial Service – Tel Aviv, Israel
Phone: +972 (3) 519-8527
Email: Alla.Polotsky@trade.gov
Website: https://trade.gov/israel

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Japan

QUICK MARKET STATS

Capital: Tokyo
Population: 123,201,945 (CIA World Factbook 2024 est.)
GDP: $4.2 trillion (2023 GDP Current $USD)
GDP Per Capita: $33,766.50 (2023 GDP/Capita Current $USD)
Currency: Japanese Yen (JPY)
Language: Japanese (official)

UNESCO Student Mobility Number: Japan had 31,286 students studying abroad in 2022 according to UNESCO.

U.S. Census Bureau International Database: Approximately 21.4% of the population in Japan is under 25 years old.

OVERVIEW

During the 2023/24 academic year, Japan ranked as the 13th largest source of international students in the United States. The number of Japanese students studying abroad in the United States was 13,959, a 13% decrease from the 2022/23 academic year. Due to Covid-19-related travel restrictions, the number of Japanese students studying in the United States decreased by 32.9% in the 2020/21 academic year. Although there was a recovery in 2021/22 and 2022/23, the level of Japanese students studying in the United States remains below pre-pandemic levels. Despite the decline in student numbers, the economic impact of Japanese students studying in the United States increased from $538 million in 2022 to $709 million in 2023, according to the IIE Open Doors® 2024 Report. Additionally, the United States has been, and continues to be, the most popular study abroad destination for Japanese students. In 2022, according to the Ministry of Education, Culture, Sports, Science and Technology (MEXT), 11,880 Japanese students chose the United States as their study abroad destination, almost twice as many as second place Canada (6,735) and third place Australia (6,187).

As for a destination for U.S. students studying abroad, Japan ranked 35 in academic year 2021/22 but ranked 6 in the year 2022/23. U.S. students choose to study in Japan for its rich cultural experience, world-class Science, Technology, Engineering and Mathematics (STEM) focused programs, global influence, and a safe and welcoming environment.

Since its peak in 1998, Japan has dropped to 13th place as an international student place of origin, according to the IIE Open Doors® 2024 Report, for the following reasons: a decrease in the school-age population due to Japan’s declining birthrate, a social structure that makes job hunting advantageous for Japanese university graduates (98.1% of new graduates find employment), prolonged economic stagnation, and a sharp increase in the cost of studying abroad due to the weak yen. A byproduct of the weak yen minimizes travel and even hinders the number of Japanese citizens having a passport, which currently is only about 20%.

According to the National Tax Agency, the average yearly salary of a Japanese worker in 2023 was $30,667 (￥4.6 million：$1=￥150). Annual tuition fees at Japanese national universities are＄3,572（￥535,800：$1=￥150）much less than U.S. universities. In 2023, the Ministry of Education, Culture, Sports, Science and Technology (MEXT) announced special tuition subsidies for Japanese families with more than three dependent children starting in 2025. Although the United States remains the most popular destination among Japanese students to study abroad, the cost difference between Japanese universities and U.S. universities is enormous, and many Japanese families cannot afford to send their children to study in the United States.

Government of Japan Priorities and the U.S. Embassy Japan: As part of Japanese Prime Minister Fumio Kishida’s official visit to the United States, then U.S. Secretary of Commerce Gina Raimondo, then U.S. Ambassador to Japan Rahm Emanuel, and Japanese Minister of Education, Culture, Sports, Science and Technology (MEXT) Moriyama Masahito met in Washington, D.C. and announced two new research partnerships in Artificial Intelligence (AI) between U.S. and Japanese universities supported from multiple private companies worth $110 million on April 9, 2024.

In 2023, in conjunction with the G7 Hiroshima Summit, universities and companies from Japan and the United States signed a partnership on quantum computing and semiconductor engineering which aims to create interdisciplinary collaborations across departments, faculty, and students. Such huge projects involving universities, private companies, and investors will have an impact on both countries’ educational fields.

SUB-SECTORS

Table 1: Students by Academic Level

Academic Level	2022/23	2023/24	Percent Total	Percent Change
Undergraduate	7,191	6,453	46.2	-10.3
Graduate Education	3,516	2,888	20.7	-17.9
Non-Degree	3,926	3,156	22.6	-19.6
Optional Practice Training	1,421	1,462	10.5	2.9
Japanese Students Total	16,054	13,959	100	-13

Source: IIE Open Doors® 2024 Report

OPPORTUNITIES

Secondary Education: Student trips (7-10 days) organized by secondary schools are a Japanese tradition. The educational travel sector has excellent market potential as demand for overseas school trips resumes in the coming years. These short-term programs serve as a preview, increasing Japanese students’ long-term interest in studying at U.S. universities.

There is market potential for short-term (7-10 day) educational travel programs for high school students. Many Japanese high schools are looking for unique study abroad programs that include STEM-related trips that include science field trips, , interactions with teachers and students, and visits to companies and laboratories.

The U.S. boarding school market is also a niche opportunity. A stable number of wealthy families can afford to pay boarding school tuition and prepare their children for further study. The U.S. Commercial Service (CS) in Japan invites local agents and consultants to support U.S. boarding schools through education fairs. CS Japan recommends partnering with Japanese consultants/agents and participating in such fairs to grow your business in Japan.

Intensive English Programs: Japan ranks number one in country of origin for students studying in Intensive English Programs in the United States. During the 2023 academic year, 10,987 Japanese students, 16.2% of the total international students, studied at Intensive English Programs.

Universities: The Japanese government promotes study abroad, human resource development, and people-to-people exchanges. Since the tuition of American universities is considerably high and not many Japanese households can afford it, multiple scholarship programs are available for Japanese students including the MEXT’s scholarships for Japanese students, that is called Tobitate! (https://tobitate-mext.jasso.go.jp/about/english.html) As a scholarship program run by the Japanese government, 93% of donations were used for actual students’ support, which considerably high compared to general nonprofit organizations. Over 1,500 Japanese University and High School students use this program to study abroad every year.

Short-term programs are an area where U.S. universities have great potential with Japanese students. Having a comprehensive ESL program is essential since most Japanese students are not proficient to speak at university level. U.S. institutions should consider relaxing English score requirements and customize programs for Japanese students. Being able to offer conditional acceptance is valuable in attracting students.

It is also important to note that the Japanese and American academic calendars do not match. The most popular option is to study abroad for a short period of time (1-2 months) during summer vacation from late July to late September or spring vacation from February/March to early April. U.S. institutions have an opportunity to market attractive short-term programs to Japanese students, such as by demonstrating the direct benefits of future career success that can be gained from studying in the United States (e.g. resume-building internships and volunteer experience).

Japanese universities and education agents can also work with U.S. institutions to find intensive programs for learning English and cultural experiences such as sports, music, and dance.
Table 2: School Breaks

	Summer Break	Winter Break	Spring Break
Higher Education	Late July - Late September	Late December - Early January	February/March - Early April
Secondary Education	Late July - Late August	Late December - Early January	Late March - Early April

U.S. institutions must customize their programs to fit the Japanese academic calendar, which begins in April and ends in March of the following year. Japanese students take an exam held at the end of each grading period. There are usually three holidays in the Japanese academic year:

Japanese institutions also seek exchange programs with partner U.S. universities, ranging from one semester to one year. Establishing partnerships with Japanese universities is an effective way to enter the Japanese market. Japanese universities continue to urge American universities to establish bilateral student exchange programs. They recognize the challenge of maintaining a balanced, interactive student population and are interested in discussing creative ways to foster these interactions.

It is highly recommended to customize programming to fit the needs of Japanese schools (SDGs, STEM, art, entrepreneurship research, robotics, music, sports, leadership, etc.). Additionally, information about homestay availability, interactive programs with local schools in the United States, and other special events offered by American institutions will be welcomed.

DIGITAL MARKETING STRATEGIES

In 2024, the Ministry of Internal Affairs and Communication (MIC) released a survey report that LINE again ranked as the most popular social media in Japan (94.9%), followed by YouTube (87.8%), Instagram (56.1%), X (49.0%) and TikTok (32.5%). Facebook is rather popular among 20s – 50s and the ratio of Japanese teenagers’ use of Facebook is 10%. According to a survey by a private research company, Instagram was the social networking site mostly used among “digital natives”.

LINE originated from Japan and is widely used for messaging among friends/families. Instagram is one of the fastest-growing applications in Japan. Zoom is often applied in online classes, and Japanese students are familiar with its features. Digital advertising via video content has become more prevalent in Japan. YouTube, Instagram, and TikTok are popular for video streaming among young users.

According to a private company’s research done among newly hired employees in 2023, they used X (62.3%) followed by Instagram (48.3%) and LINE (40.8%) in addition to checking companies’ official websites to gather companies’ information during their job hunting. Utilizing social media to appeal to college students for corporate promotion and information dissemination is effective.

EVENTS

•    New Education Expo 2025 in June| https://edu-expo.org/
•    EducationUSA Fair in Fall 2025| https://educationusa.state.gov/find-event
•    The Association of Boarding Schools (TABS) “TABS Fair in Tokyo” in fall 2025| https://www.boardingschools.com/
•    Enrollment Management Association (EMA) “EMA Fair in Tokyo” in fall 2025| https://www.enrollment.org/

RESOURCES

•    U.S. Commercial Service – Japan: https://www.trade.gov/japan
•    Ministry of Education, Culture, Sports, Science and Technology (MEXT): http://www.mext.go.jp/en/
•    Japan Student Services Organization (JASSO): https://www.jasso.go.jp/en/
•    JAFSA, Japan Network for International Education: https://www.jafsa.org/en/
•    Fulbright Japan: https://www.fulbright.jp/eng/
•    EducationUSA Tokyo: https://educationusa.state.gov/centers/educationusa-tokyo

U.S. COMMERCIAL SERVICE CONTACTS

Miho Hoshino, Commercial Specialist
U.S. Commercial Service - Tokyo, Japan
Email: Miho.Hoshino@trade.gov
Phone: +81 3 3224 5086
Website: https://www.trade.gov/japan

Tetsuko Fujioka, Commercial Specialist
U.S. Commercial Service - Osaka-Kobe, Japan
Email: Tetsuko.Fujioka@trade.gov
Phone: +81 6 6315 6078
Website: https://www.trade.gov/japan
________________________________________
[i]Source: The Institute of International Education (IIE), Open Doors https://opendoorsdata.org/

[ii]Source: World Economic Outlook of International Monetary Fund (IMF),
https://www.imf.org/en/Publications/WEO/weo-database/2024/April/weo-report c=158,&s=NGDP_RPCH,NGDPD,PPPGDP,NGDPDPC,PPPPC,PCPIPCH,&sy=2022&ey=2029&ssm=0&scsm=1&scc=0&ssd=1&ssc=0&sic=0&sort=country&ds=.&br=1

[iii]Source: The UNESCO Institute for Statistics (UIS),
https://data.uis.unesco.org/index.aspx?queryid=3807#

[iv]Source: The World Factbook of CIA,
https://www.cia.gov/the-world-factbook/

[v]Source: Ministry of Education, Culture, Sports, Science and Technology (METI),
https://www.mext.go.jp/index.htm

[vi] Source: National Tax Agency,
https://www.nta.go.jp/index.htm

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Jordan

QUICK MARKET STATS

Capital: Amman
Population: 11.2 million (CIA World Factbook 2024 est.)
GDP: $50.81 billion (2023 GDP Current $USD)
GDP Per Capita: $4,482.10 (2023 GDP/Capita Current $USD)
Currency: Jordanian dinar (JOD)
Language: Arabic (official), English (widely understood among upper and middle classes)
UNESCO Student Mobility Number: Jordan had 33,277 students studying abroad in 2022 according to UNESCO.
U.S. Census Bureau International Database: Approximately 50% of the population of Jordan is under 25 years old.

OVERVIEW

The Jordanian education regulatory bodies are divided into the Ministry of Education (MoE) and the Ministry of Higher Education and Scientific Research (MOHESR). There are no official government scholarship programs for Jordanian students; however, some scholarships are available from other international governments offered to Jordanian applicants.
Jordan is home to one of the youngest populations globally, with 63% of its citizens under the age of 30. Notably, 19% fall within the 15 to 24 age range, meaning a significant portion of the population is at the prime age for education and skills development.

There are approximately 33,000 Jordanian students studying abroad. In 2021 (the latest data available), UNESCO reported that Turkey and the United States were the most popular study destinations for Jordanian students. The United States continues to be a top study destination for students seeking a broad range of educational opportunities, particularly in the STEM fields.

When selecting the United States as a study destination, Jordanian students show a clear preference for institutions offering comprehensive degree programs at all levels, including bachelor’s, master’s, and PhD programs. The majority opt for public universities, and graduate-level programs (master’s and PhDs) are particularly sought after due to their strong emphasis on research opportunities and advanced specialization. (https://opendoorsdata.org/wp-content/uploads/2024/12/OpenDoors_FactSheet_Jordan_2024.pdf) These programs align with the academic and professional aspirations of Jordanian students, many of whom prioritize research-driven education to enhance their career prospects.

According to the IIE Open Doors® 2024 Report for the academic year 2023-2024, the number of Jordanian students studying in the United States was 2,643, reflecting a slight increase from the 2,608 Jordanian students studying in the United States the previous academic year. Among Jordanian students in the United States, 47% are studying at the graduate level, while 34% are studying at the undergraduate level, and 19% are in non-degree and OPT programs.

SUB-SECTORS

Secondary Education: English is a mandatory course for 10 years in public schools (basic education) and 12 years in private schools (10 years of basic education and 2 years of secondary education). The language of instruction in public schools is Arabic, and the language of instruction in most of the private schools is English.

Jordanian students complete one of the following high school programs:
·    Tawjihi (General Secondary Examination) offered in most schools,
·    International Baccalaureate (IB) offered in a very limited number of private schools,
·    International General Certification of Secondary Education (IGCSE) offered in some private schools, or
·    Advanced Placement (AP) offered in some private schools.

Standardized undergraduate admissions tests available in-country are the TOEFL, IELTS, SAT, and ACT exams.

Higher Education: A bachelor’s degree is earned in four years, except for fields that require additional study, such as medicine, pharmacy, engineering, or law. The languages of instruction in universities are Arabic and English. The top fields studied by Jordanian students are medicine, engineering, and law.

A lack of academic-level English skills prevents many potential Jordanian students from gaining admission to U.S. graduate programs. There is a need to help Jordanian students interested in studying in the United States to prepare better for the necessary entrance examinations. Private high schools and universities are primarily concentrated in the capital, Amman, and the Irbid governorate.

OPPORTUNITIES AND CHALLENGES

Opportunities

Higher Education Network (HEN): The U.S. Embassy created and supports the U.S.-Jordanian Higher Education Network (HEN), an association of U.S. and Jordanian schools and colleges to collaborate and partner on joint exchanges, research, and international academic opportunities. The HEN encourages partnerships between U.S. higher education institutions and Jordanian universities, as well as faculty and student mobility programs.

Enhancing English Proficiency Among Jordanian Students: The English Access Program by the U.S. Embassy in Amman aims to equip disadvantaged Jordanian youth ages 13-20 with vital English language skills through intensive after-school courses. This initiative not only enhances their professional and educational prospects, thereby increasing stability in Jordan (a key regional ally for the United States), but also prepares them for future exchange opportunities at American colleges and universities that help contribute to economic growth in the United States. (https://www.amideast.org/jordan/learn-english/learn-english)

Exchange Programs and Educational Outreach: The U.S. Embassy in Jordan offers various academic exchange programs that facilitate partnerships between U.S. and Jordanian institutions. These programs are designed to enhance educational experiences, allow for collaborative research and joint initiatives, and celebrate and showcase America’s excellence in innovation and leadership. In 2024, the U.S. Embassy in Jordan hosted a college fair for over 30 institutions, and commercial college fairs and college tours in Jordan have historically garnered significant interest.

Research Collaboration: There is a growing interest in research collaboration in areas such as water management and cybersecurity. U.S. universities can engage in joint research projects that address local challenges while providing students with hands-on experience in global issues.

Expanded Recognition of U.S. Institutions: New Accreditation Guidelines for Jordanian Students: As of 2023, the Jordanian Ministry of Higher Education and Scientific Research updated its guidelines, recognizing U.S. institutions for all academic degrees if they are accredited by one of the organizations listed under the Council for Higher Education Accreditation (CHEA). This development expands opportunities for Jordanian students seeking accredited programs abroad and ensures alignment with recognized U.S. educational standards.

Challenges

Accreditation Concerns: Impact on Jordanian Students’ Choices for International Education: Accreditation plays a crucial role in Jordanian students’ decisions regarding international education. Online programs are generally not preferred due to concerns about accreditation. However, some graduate students might consider applying for online certificates, but only if the institution ranks within the top 500 universities globally. For U.S. universities to be recognized in Jordan, they must be accredited by organizations listed on the Council for Higher Education Accreditation (CHEA) and the U.S. Department of Education’s Database of Accredited Postsecondary Institutions and Programs (DAPIP).

Navigating Market Entry for U.S. Educational Institutions in Jordan: Identifying an effective local partner can significantly increase market exposure in Jordan, yet finding a suitable partner with the right network and expertise remains challenging. The U.S. Commercial Service in Jordan can help U.S. educational institutions identify prospective partners. Additional strategies, such as utilizing e-commerce platforms and directly engaging with private schools and parents, are alternative paths to increase awareness but require targeted efforts to achieve meaningful traction.

High Cost of U.S. Education: The high cost of attending U.S. universities remains a significant barrier, as many students struggle to afford tuition and living expenses, limiting options for those without substantial financial support.

Lack of Government Scholarships for International Education: The Jordanian government does not offer scholarships or financial aid for students pursuing international studies, making affordability a key barrier for those seeking education abroad.

Visas for Jordanian Students: The perceived difficulty of obtaining student visas is a barrier for Jordanian students aspiring to pursue their education in the United States.

DIGITAL MARKETING STRATEGIES

In Jordan, students commonly rely on recruitment agents and online searches to explore study opportunities abroad. Instagram is the leading social media platform among students, while Google remains the primary resource for researching various topics. For job searches, LinkedIn is the platform of choice. Educational institutions typically engage students through social media, education fairs, and traditional media channels, such as radio and TV. Both students and parents receive information about educational opportunities mainly through education fairs and recruitment agents, which are key in connecting them with institutions.

RESOURCES

·    U.S. Commercial Service – Jordan: https://www.trade.gov/jordan
·    Ministry of Higher Education and Scientific Research: http://www.mohe.gov.jo/
·    AMIDEAST Jordan: http://www.amideast.org/jordan
·    EducationUSA Jordan, based in the U.S. Embassy Amman: https://educationusa.state.gov/centers/us-embassy-jordan
·    Jordanian American Commission for Educational Exchange (JACEE) (aka The Binational Fulbright Commission in Jordan): https://www.fulbright.org.jo/
·    UNICEF www.unicef.org
·    World Bank https://data.worldbank.org/
·    UNESCO https://data.uis.unesco.org/
·    United States Census Bureau www.Census.gov

U.S. COMMERCIAL SERVICE CONTACT

Aya Shannir, Commercial Specialist
U.S. Commercial Service Jordan | U.S. Embassy Amman
Phone: +962 6 590 6966
Email: Aya.Shannir@trade.gov
Website: https://www.trade.gov/jordan

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Kenya

QUICK MARKET STATS

Capital: Nairobi
Population: 58,246,378 (CIA World Factbook 2024 est.)
GDP: $107.44 billion (2023 GDP Current $USD)
GDP Per Capita: $1,952.30 (2023 GDP/Capita Current $USD)
Currency: Kenyan Shillings (KES)
Language: English (official), Kiswahili (official), numerous indigenous
UNESCO Student Mobility Number: Kenya had 19,077 students studying abroad in 2022 according to UNESCO.U.S. Census Bureau International Database: Approximately 57.3% of the population in Kenya is under 25 years old.

OVERVIEW

The government of Kenya continues to place a high priority on education in its budgetary allocation, in line with its mandate of ensuring every Kenyan citizen is literate and able to access basic education. In the 2024-2025 national budget announcement, the education sector was allocated KSh 656.6 billion ($5.1 billion) or 27.6% of the national budget. This is an increase from the KSh 544.4 billion ($4.2 billion) given to the sector in the 2023-2024 financial year. Of this, KSh 65.4 billion ($508 million) was allocated for free secondary education and KSh 12.5 billion ($97.1 million) for free primary school education. KSh 128 billion ($ 944 million) was allocated to the department of higher education and research.

The government’s aim for these investments in education are to improve quality and access for all students. Some of the ways in which the government has invested in education is by hiring additional teachers, expanding schools, and building campuses outside of Nairobi to reach more students. Over the past few years, Kenya has seen these changes lead to positive outcomes, such as higher scores on the Kenya Certificate of Secondary Education (KCSE), the rebuilding of schools in rural areas, and increased security in various regions. For more information click here.

According to the Ministry of Education, the 8:4:4 education system in Kenya is being phased out to a 2:6:3:3 system under the Competency Based Curriculum (CBC). The CBC was adopted in 2017 and aims to equip learners with practical skills, such as communication, collaboration, critical thinking, imagination, creativity, citizenship, learning to learn, self-efficiency, and digital literacy. Both primary education and secondary education have been free in Kenya since 2002 and 2008, respectively, leading to overcrowding in schools. This, along with still limited resources for free compulsory education, have driven demand for private education. (https://www.britannica.com/place/Kenya/History). According to Kenya’s Ministry of Education, there are approximately 10.4 million students enrolled in public and private primary schools.

Top Areas of Study for Kenyan Tertiary Students in Kenya During the 2023-2024 Academic Year:

Major Field of Specialization	2023-2024
Engineering	22%
Health Professionals	15%
Business & Management	13%
Technology/Computer Sciences	13%
Physical & Life Sciences	10%
Social Sciences	8%
Humanities	5%
Education	4%
Fine & Applied Arts	3%

Source: IIE Open Doors® 2024 Report

OPPORTUNITIES

The best-prospect for U.S. higher education institutions recruiting in Kenya are for undergraduate and graduate programs. Kenyan students have high interest in studying technology and computer sciences and are especially interested in courses not offered by local universities.

Number of Kenyan Students Studying in the U.S. by Academic Year:

	2023-2024	2022-2023	2021-2022
Undergraduate	3,369	2,503	1,954
Graduate	11,438	9,196	1,202
Non-Degree	154	165	60
OPT	2,138	1,699	583

SOURCE: IIE OPEN DOORS® 2024 REPORT

Top opportunities for U.S. education institutions recruiting in Kenya are:

STEM Fields (Engineering and Technology): U.S. institutions with strong STEM programs in engineering, computer science, robotics, and artificial intelligence will continue to attract Kenyan students, particularly given Kenya’s increasing focus on technology and innovation.

Healthcare Programs: There is a growing need for healthcare professionals, and Kenyan students interested in specialized fields like public health, medical research, pharmacy, and health administration will continue to seek opportunities abroad. U.S. universities can attract students by offering programs that are not widely available locally.

Business and Management: Kenyan students are interested in international business, finance, and entrepreneurship, particularly in the context of Kenya’s expanding startup ecosystem. U.S. universities that offer strong business programs, particularly those focused on global business practices, will be appealing.

Environmental Sciences and Sustainability: Kenya’s increasing interest in sustainability, environmental sciences, and agriculture provides a niche for U.S. institutions to cater to students looking to specialize in these fields.

International Relations and Social Sciences: Given Kenya’s role in East African politics and international diplomacy, there’s a continued interest in political science and international relations. U.S. universities offering specialized programs in these areas may see a rise in applications.

By aligning recruitment strategies with these interests, U.S. institutions can appeal to the needs of Kenyan students and effectively engage this growing market.

By utilizing Kenya’s digital ecosystem and attending local education fairs, U.S. universities can effectively engage and recruit Kenyan students.

DIGITAL MARKETING STRATEGIES

Students in universities and high school use various platforms to stay up to date with their learning. Zoom and Google Meet are the primary platforms for administering classes among university students, while local platforms such as Kytabu and E-limu are used by high school and primary school students. The number one social media site used by students is Facebook, although at a declining rate. Instagram follows, with YouTube gaining traction throughout the country. Large telecommunications companies saw YouTube’s potential and started offering YouTube bundles and educational bundles to students for use in their learning.

Students use Google to do basic research on many topics, as it is the most available platform in the country, largely because of the widespread ownership of Android devices among many students. Primarily, students use Google to look for various job opportunities, but local platforms like Fuzu, Brightermonday, JobWeb Kenya, and Jobs in Kenya also have strong usage for accessing employment opportunities. In-country schools mainly use Facebook to reach students and Instagram to appeal to new students. X (Twitter) is also used to lure students, with schools using the platform to announce various achievements and/or events. Parents and students receive information about educational opportunities through platforms such as Facebook. WhatsApp and Instagram also play a role, mostly by sharing information from other social media platforms.

U.S. educational institutions should take advantage of the thriving digital space in Kenya by investing in content creation to attract Kenyan students. Videos showing school tours, student life, and educational benefits are some of the aspects that U.S. educational institutions should focus on. Facebook should be the primary platform of use, along with Google to target parents. YouTube and Instagram should also be utilized to appeal to students looking to study in the United States.

EVENTS

International Schools & Education Fair Africa (ISEF): https://www.isefafrica.com/

RESOURCES

U.S. Commercial Service – Kenya: https://www.trade.gov/kenya
Ministry of Education – Scholarships: https://www.education.go.ke/scholarships-0

U.S. COMMERCIAL SERVICE CONTACT

Judy Magondu, Commercial Assistant
U.S. Commercial Service – Nairobi, Kenya
Phone: 254 20 363 6400
Email: Judy.Magondu@trade.gov
Website: https://www.trade.gov/kenya

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Kuwait

QUICK MARKET STATS

Capital: Kuwait City
Population: 3,138,355 (CIA World Factbook 2024 estimate)
GDP: $161.77 billion (2023 GDP Current $USD)
GDP Per Capita: $33,729.80 (2023 GDP/Capita Current $USD)
Currency: Kuwaiti dinar (KD)
Language: Arabic (official), English widely spoken

UNESCO Student Mobility Number: Kuwait had 32,802 students studying abroad in 2022 according to UNESCO.

U.S. Census Bureau International Database: Approximately 38.1% of the population in Kuwait is under 25 years old.

OVERVIEW

Kuwait continues to spend heavily to improve its educational system, rebuild old schools, and create new facilities. The budget allocated for the 2024-2025 fiscal year is $7.17 billion.

Scholarships and Study Abroad: Kuwaiti students who have earned a high school diploma or equivalent are eligible to apply for the Ministry of Higher Education Scholarship Program for undergraduate studies. In July 2024, the Kuwaiti government provided 3,325 scholarships to Kuwaiti students studying abroad during the 2024-2025 academic year.

Engineering remains the number one major for Kuwaiti students studying in the United States and engineering scholarships accounted for 44.5% of total Kuwaiti government scholarships for Kuwaiti students to study in the United States.

The percentage of total Kuwaiti government scholarships awarded for study in the United States decreased from 27% in academic year 2023-2024 to 24% in academic year 2024-2025, largely due to more scholarships (18.5%) being awarded to undergraduate medical and pharmacy programs that are not offered by U.S. institutions. While the percentage of scholarships granted to students headed to UK universities has largely remained constant over the past four years, there has been a marked increase in scholarships to other countries, including Saudi Arabia, the UAE, Bahrain, Malta, Canada, Australia, New Zealand, France, and Ireland.

In 2018, the Ministry of Higher Education adopted a new regulation stating that Kuwaiti students seeking to obtain a scholarship to study in the United States are required to obtain a score of five (5) on the IELTS (TOEFL equivalent). This is also a contributing factor to why the number of scholarships has been decreasing over the past few years. The Ministry of Higher Education hopes to increase the number of scholarships available to its students in order to address the volume of high school graduates seeking higher education abroad.

Current Demand

U.S. universities targeting Kuwaiti students should contact the Cultural Office of the Embassy of the State of Kuwait in Washington D.C. and request inclusion on its list of pre-approved universities. Universities must meet specific criteria to be included on the Kuwaiti Embassy’s Cultural Office list. To confirm whether your university is already on the list, visit the Kuwait Cultural Office D.C. website (https://kuwaitculturedc.org/university_listing/school_programs_list.php).

Schools and Universities in Kuwait: There are 1,275 public and private elementary and secondary schools in Kuwait. In February 2022, the Ministry of Education (MOE) began to revamp its entire curriculum, starting at the primary school level. The project is to cover all subjects, from social sciences to mathematics and science. Industry experts expect the demand for training programs will increase due to Kuwait’s multi-billion dollar national development plan. Of the 30 international schools, eight are American and the others follow Canadian, British, French, or Indian curricula.

Kuwait University is one of two public universities. It accepted 8,880 new students for the 2024-2025 academic year. In May 2024, Kuwait University inaugurated its new Sabah Al Salem University City campus, integrating six of its colleges and scientific centers. The second public university is Abdullah al-Salem University, and it received its first batch of 605 new students in September 2023.

There are currently 15 private universities in Kuwait: the American University of Kuwait, American University of the Middle East, Arab Open University, Australian College of Kuwait, Kuwait International Law School, Kuwait Maastricht Business School, Algonquin College, Kuwait Technical College, Box Hill College, American International University, Gulf University of Science and Technology, Kuwait College of Science & Technology, College of Aviation Technology, American College of the Middle East, and International University of Science and Technology in Kuwait.

Training: Demand for vocational and non-degree training is strong. The Ministry of Defense contracts with a foreign language institute to offer English language instruction to its personnel. The Kuwait Chamber of Commerce and Industry (KCCI) delivers various training programs for the private and government sectors. The Public Authority for Applied Education and Training provides programs for graduates seeking employment at government ministries, departments, and agencies.

SUB-SECTORS

Best Prospect Services
•    ESL and TOEFL courses
•    Certified Programs: executive training, management training, IT training, security training, and ongoing professional development
•    U.S. medical board exam review courses

OPPORTUNITIES

In March 2025, the Ministry of Higher Education added new majors to the approved U.S. universities list: public health, emergency and crisis management, psychology, biological sciences, media, and information security.

DIGITAL MARKETING STRATEGIES

The digital platforms used by students in Kuwait include: Microsoft Teams and Zoom, as well as WebEx. Instagram, TikTok, Snapchat, YouTube (for streaming videos), and Facebook are the popular social media sites for Kuwaiti students. Facebook is less popular among the younger generation. The most popular search engine for students is Google. Therefore, it is important to make sure content on educational opportunities is up-to-date and your institution’s search engine optimization (SEO) strategy is strong. Some of the popular online platforms for students seeking job opportunities are Gulf Talent, Bayt, and LinkedIn.

EVENTS

An effective way to promote your university to Kuwaiti high schools is via the U.S. Commercial Service’s Gold Key Service. We can arrange 1-2 days of appointments with high school counselors and principals. Universities that have utilized this service in the past have found it to be very effective in establishing business relationships with local international and bilingual schools.

RESOURCES

•    U.S. Commercial Service Kuwait: https://trade.gov/kuwait
•    U.S. Commercial Service Global Education Team: https://trade.gov/education-industry
•    Industry and Analysis, Office of Supply Chain, Professional & Business Services: www.trade.gov/professional-and-business-services
•    Kuwait’s National Bureau for Academic Accreditation and Education Quality Assurance (NBAQ) https://nbaq.edu.kw/website/en/

U.S. COMMERCIAL SERVICE CONTACT

Alaa Zayed, Commercial Assistant
U.S. Commercial Service – Kuwait City, Kuwait
Phone: +965 2259 1247
Email: Alaa.Zayed@trade.gov
Website: https://trade.gov/kuwait

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Lebanon

QUICK MARKET STATS

Capital: Beirut
Population: 5,364,482 (CIA World Factbook 2024 estimate)
GDP: $20.99 Billion (2023 GDP Current $USD)
GDP Per Capita: $3654.40 (2022 GDP/Capita Current $USD)
Currency: Lebanese Pound (LBP)
Language: Lebanese Arabic, French, or English

UNESCO Student Mobility Number: Lebanon had 28,102 students studying abroad in 2022 according to UNESCO.

U.S. Census Bureau International Database: Approximately 33.1% of the population in Lebanon is under 25 years old.

OVERVIEW

Lebanon is ranked globally as the fourth best country for math and science education, and as the 10th best overall for quality of education according to the World Economic Forum. The literacy rate is 93% according to the World Bank (2018).

The delivery of education in Lebanon is the responsibility of the Ministry of Education and Higher Education (MEHE). The Center for Educational Research and Development (CRDP), which is linked directly to MEHE, is a national institution charged with educational modernization and development by setting educational plans and policies and directing educational curricula.

The Lebanese educational system is divided in two sectors: fee-based schools, which include private schools, semi-private schools and universities; and public (government) schools and universities that are essentially free of charge.

Lebanon has 52 licensed universities and higher-education establishments, an unusually large number for a country with a population of under six million people. The top 10 universities are: American University of Beirut (AUB), Lebanese American University (LAU), Lebanese University (UL), Université Saint Joseph (USJ), Notre Dame University (NDU), Université Saint Esprit Kaslik (USEK), University of Balamand, Haigazian University, Antonine University, Sagesse University. According to the CRDP, for the 2022-23 academic year, universities in Lebanon registered 224,229 Lebanese and foreign students of which 66,323 attended the public university (UL) and 157,906 attended private universities.

Moreover, according to the CRDP, Lebanon has 2780 schools, of which 44.17% are public, 14% semi-private, and 41.83% are private. For the 2022-23 academic year, of the 1,079,048 Lebanese and foreign students registered, 28% are in public schools, 15.34% are in semi-private schools, and 56.66% are in private schools

In addition to teaching in Arabic, 45.76% of schools teach French as the foreign language and 54.24% teach English as the foreign language. The top private schools teaching U.S. based curriculum are American Community School (ACS), International College (IC), Adma International School, the International School of Choueifat, and Sagesse High School.

SUB-SECTORS

Lebanon ranks 142nd for students in the United States, according to the IIE Open Doors® 2024 Report on International Education Exchange. In the 2023/24 academic year, there were 1,987 Lebanese students studying in the United States. The report provides the following segmentation for 2023-24 academic year:
•    Undergraduate: 512 students enrolled in undergraduate education, 25.8% of the total and a decrease of 0.2% from the previous year.
•    Graduate: 921 students enrolled in graduate education, 46.4% of the total and a decrease of 16.1% from the previous year.
•    Non-Degree Studies: 49 students enrolled in non-degree programs, 2.5% of the total and a decrease of 5.8% from the previous year.
•    Optional Practical Training (OPT): 505 students enrolled in OPT programs, 25.4% of the total and an increase of 16.4% from the previous year.

OPPORTUNITIES

The pursuit of education in the United States remains a high priority for many Lebanese students, despite Lebanon’s ongoing economic crisis, which began in 2019. This crisis has significantly affected students’ ability to study abroad due to capital controls and the sharp devaluation of the Lebanese currency. Despite these hurdles and according to UNESCO, Lebanon had 28,102 students studying abroad in 2022.

AMIDEAST (https://www.amideast.org/) is a leading American nonprofit organization engaged in international education, training, and development activities in the Middle East and North Africa. AMIDEAST supports over 33,000 students each year to pursue their higher education and professional growth in the United States through their educational and training programs.

DIGITAL MARKETING STRATEGIES

In Lebanon, students visit school and university admission centers to search for information on a school, university, accreditation, and all related subjects. In addition, the Lebanese Parental Union focuses on supporting parents in guiding their children toward successful educational pathways, including university orientation. Currently, Lebanese students seek information on educational opportunities via Google. Therefore, it is important to make sure content on educational opportunities is up-to-date and the Search Engine Optimization (SEO) strategy is strong.

Students also seek job opportunities using the following online platforms: LinkedIn, Amaken, Bayt, Akhtaboot, Daleel Madani. Previously, many students attended job fairs in Lebanon to learn about and apply for job opportunities in the local and international markets, but this trend has ceased due to Covid-19 pandemic and the economic crisis.

EVENTS

An effective way to promote U.S. education is via the services that U.S. Commercial Service offers such as Gold Key Service, International Partner Search. Participating in local education fairs such as Promofair is important when entering the market.

RESOURCES

•    U.S Commercial Service Lebanon - https:/trade.gov/lebanon
•    U.S. Embassy in Lebanon – Cultural Affairs Office - https://lb.usembassy.gov/education
•    U.S. Embassy in Lebanon - Middle East Partnership Initiative - https://lb.usembassy.gov/mepi-programs/
•    Ministry of Education and Higher Education - https://www.mehe.gov.lb/en
•    Centre for Educational Research and Development (CRDP) - https://www.crdp.org/
•    Amideast - https://www.amideast.org/lebanon

U.S. COMMERCIAL SERVICE CONTACT

Naaman Tayyar, Senior Commercial Specialist
U.S. Commercial Service – Beirut, Lebanon
Phone: +9614542600
Email: Naaman.Tayyar@trade.gov
Website: https:/trade.gov/lebanon

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Malaysia

QUICK MARKET STATS

Capital: Kuala Lumpur
Population: 34.1 million (CIA World Factbook 2024 est.)
GDP: $399.7 billion (2023 GDP Current $USD)
GDP/Capita: $11,379 (2023 GDP/Capita Current $USD)
Currency: Ringgit (MYR)
Language: Bahasa Malaysia (official), English, Chinese (Cantonese, Mandarin, Hokkien, Hakka, Hainan, Foochow), Tamil, Telugu, Malayalam, Panjabi, Thai

UNESCO Student Mobility Number: Malaysia had 47,943 students studying abroad according to UNESCO (2022 data).

U.S. Census Bureau International Database: Approximately 37.8% of Malaysia’s population is under 25 years of age.

OVERVIEW

According to the IIE Open Doors® 2024 Report on International Educational Exchange, 4,816 Malaysian students studied in the United States during the 2023/24 academic year. While the number of Malaysian students steadily increased from 2010, the pandemic caused a decline, with recovery observed in 2022. However, the 2023 academic year saw a slight decrease of 3.2%, potentially due to political shifts, exchange rates, and safety concerns.
Beyond the United States, the top international education destinations for Malaysian students are Australia, the United Kingdom, Japan, Indonesia, and New Zealand, with the majority choosing Australia and the United Kingdom.

Malaysia’s growing affluent class drives the demand for high-quality education and access to better job opportunities. Parents, often the primary financial sponsors of their children’s education, play a critical role in the decision-making process.

Malaysian students primarily rely on personal and family contributions to fund their education. While government and private scholarships are available, they are highly competitive and relatively few in number. Scholarships for U.S. study from Malaysian companies and government agencies have decreased in recent years, reflecting efforts to retain high-achieving students within Malaysia. Nevertheless, prominent organizations like Khazanah Nasional, Petronas, Majlis Amanah Rakyat (MARA), and Bank Negara continue to offer scholarships for U.S. studies in key fields such as economics, finance, and computer science.

Despite its vibrant market for international student recruitment, Malaysia is also a popular study-abroad destination, particularly for students from countries like Bangladesh, China, Nigeria, and Indonesia. The rise of transnational education, including international branch campuses and twinning programs, has positioned Malaysia as a regional education hub. This also presents opportunities to recruit students from third countries who are already pursuing higher education in Malaysia.

Malaysia continues to welcome opportunities in transnational education, with strong demand from local education institutions, particularly private higher education institutions, to establish institutional partnerships. These partnerships range from twinning programs (1+2, 2+1, and 2+2 undergraduate programs) to franchising programs (3+0), as well as the development of international branch campuses.

SUB-SECTORS

International Education Overview	2019/20	2020/21	2021/22	2022/23	2023/24
Number of Malaysian Students in the U.S.	6,910	5,280	4,933	4,973	4,816
Percentage Change from Previous Year	-10.4	-23.6	-6.6	0.8	-3.2

Source: IIE Open Doors® 2024 Report

Below are the top five fields of study for Malaysian students in the U.S.:
•    Engineering
•    Business and Management
•    Math/ Computer Science
•    Physical and Life Sciences
•    Fine/Applied Arts

Although most Malaysian students are still seeking four-year university undergraduate degrees, the U.S. Commercial Service in Malaysia is seeing an increased interest in associate, graduate, and post-graduate degrees.

Additionally, Optional Practical Training (OPT) is gaining market traction.

The following chart shows the number of Malaysian students in the United States:

Academic

2019/20

2020/21

2021/22

2022/23

2023/24

Undergraduate

Percentage of Change from Previous Year

4,333

-15.1

2,996

-30.9

2,670

-10.9

2,667

-0.1

2,436

-8.7

Graduate

Percentage of Change from Previous Year

1,069

0.8

995

-6.9

1,029

3.4

1,034

0.5

1,012

-2.1

Non-Degree

Percentage of Change from Previous Year

110

-28.1

-60.0

9.1

16.7

14.3

OPT

Percentage of Change from Previous Year

1,398

0.5

1,245

-10.9

1,186

-4.7

1,216

2.5

1,304

7.2

Source: IIE Open Doors® 2024 Report

OPPORTUNITIES

Malaysia aims to position itself as a regional and international education hub. The Malaysian government is actively promoting international education partnerships and collaborations, while also encouraging both public and private higher education institutions to enhance their research capabilities. Various forms of collaboration opportunities are available, such as twinning programs (2+2, 3+1, 4+0 programs) and the establishment of foreign education institution branch campuses in Malaysia.

DIGITAL MARKETING STRATEGIES

Digital marketing in Malaysia has evolved rapidly, becoming an increasingly competitive industry following the global pandemic and a surge in smartphone usage. As of 2023, Statista reports that Malaysia has 34 million internet users, representing an impressive internet penetration rate of 98% of the total population. Social media usage is similarly high, with 31 million users (91% of the population) in 2023.

Google remains the primary search engine for information, while Facebook, Instagram, Twitter, YouTube, LinkedIn, and WhatsApp are the most popular social media platforms. TikTok is also gaining traction, particularly among younger consumers, with over 1.2 million downloads in Malaysia as of January 2023.

For job seekers, LinkedIn, Jobstreet, and Indeed are the go-to platforms. YouTube, Twitch, and Facebook are the preferred platforms for streaming and sharing video content.
While these social media platforms can help U.S. institutions connect with potential students, reaching out to guidance counselors in local institutions and collaborating with local education agents remain essential strategies for effectively promoting U.S. institutions in Malaysia.

TECHNICAL AND VOCATIONAL EDUCATION AND TRAINING (TVET)

TVET plays a crucial role in bridging the talent gap in Malaysia’s industrial sector, equipping citizens with the skills needed to compete in a dynamic global economy. The launch of the National TVET Policy 2030 marks a significant step in advancing Malaysia’s workforce capabilities. This policy emphasizes aligning TVET programs with Industry 4.0 technologies, fostering industry partnerships, ensuring sustainable funding for institutions, promoting the value of TVET careers, and implementing a unified quality control system.

The Malaysian Investment Development Authority (MIDA) reports strong growth in advanced manufacturing, as outlined in the New Industrial Master Plan 2030 (NIMP). This blueprint focuses on economic progress, environmental sustainability, and achieving net-zero emissions. Meanwhile, the services sector is experiencing significant growth in digital services and green technology, with total investments rising by 7.2% from 2022 to $37billion.
According to the 2023 TVET Graduate Employability Report, the job placement rate for TVET graduates increased significantly, from 87% in 2020 to 95% in 2023. However, 3.7% of Malaysia’s six million 2022 graduates, including degree and diploma holders, remain unemployed, based on data from the Malaysia Statistics Department.

The Twelfth Malaysia Plan (2021–2025) aims to elevate the percentage of skilled workers in the total workforce to 35% by 2025. The government is actively promoting TVET and science, technology, engineering, and mathematics (STEM) courses to equip local students with the skills needed to seize opportunities arising from the Fourth Industrial Revolution (IR4.0).

EVENTS

•    EducationUSA Fairs: https://educationusa.state.gov/centers/mereka-kuala-lumpur
•    Sureworks Education & Further Studies Fair & Higher Education Fair: https://sureworks.info/fairs
•    Private and International Student Fair: https://privateinternationalschoolfair.com/
•    Smart Education Expo (November annually): https://smartnationexpo.org/smart-education/

RESOURCES

•    U.S. Commercial Service Malaysia: https://trade.gov/malaysia
•    Department of Statistics Malaysia: https://www.dosm.gov.my/v1/
•    Ministry of Education Malaysia: https://www.moe.gov.my/en/
•    Ministry of Higher Education Malaysia: https://www.mohe.gov.my/en
•    EducationUSA: https://my.usembassy.gov/educationusa-malaysia/

U.S. COMMERCIAL SERVICE CONTACT

Bethany Tien, Commercial Specialist
U.S. Commercial Service – Kuala Lumpur, Malaysia
Phone: +603-2168-4825
Email: bethany.tien@trade.gov
Website: https://trade.gov/malaysia

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Mexico

QUICK MARKET STATS

Capital: Mexico City
Population: 130,739,927 (CIA World Factbook 2024 est.)
GDP: $1.84 trillion (2024 GDP Current $USD)
GDP Per Capita: $13,926.00 (2024GDP/Capita Current $USD)
Currency: Mexican Peso
Language: Spanish and indigenous languages (various Mayan, Nahuatl, and other regional languages)
UNESCO Student Mobility Number: Mexico had 36,992 students studying abroad in 2022 according to UNESCO.
U.S. Census Bureau International Database: Approximately 40.6% of the population in Mexico is under 25 years old.

OVERVIEW

Mexico remains one of the United States’ most valued partners, with a 2,000-mile shared border containing 47 active land ports of entry and a shared history that has established deep cultural and commercial ties over our 200 years of diplomatic relations. The broad scope of relations between the United States and Mexico extends beyond official government-to-government relations to encompass extensive daily commercial, cultural, and educational exchange.
Mexico is the eleventh leading country of origin for students studying in the United States. In the 2023-2024 academic year, 15,474 Mexican students were enrolled in U.S. schools, primarily in undergraduate programs. The five main destinations for Mexican students are Texas, California, New York, Massachusetts, and Illinois. Due to the strong commercial and cultural ties between both countries, Mexican families choose the United States as the leading destination for education abroad programs.

Mexican Students in U.S. Colleges and Universities
2023-2024 Academic Year

Academic Level	Number of Students	Percentage
Undergraduate	8,133	52.6%
Graduate	4,466	28.9%
Other / Non-Degree	798	5.2%
Optional Practical Training	2,077	13.4%

Source: IIE Open Doors® 2024 Report

International student mobility is a priority for Mexican education institutions, as it is a pillar of Mexico’s competitiveness in the global market. Mexico and the United States collaborate closely in cultural and educational programs to support the development of students, faculty, and researchers.

Opportunities for community colleges and boarding schools are increasing, particularly among Mexican students looking for educational opportunities at a younger age or those interested in two-year programs. Mexico’s higher education system offers opportunities for U.S. community colleges to develop collaborative programs with technological universities in different regions of Mexico.

An innovative program to provide international academic experiences with the support of technology is the Program for the Internationalization of the Curricula (PIC-AMERICAS), executed by the Mexican Association for International Education (AMPEI). This program brings students and professors from the Western Hemisphere together across cultures to learn, discuss, and collaborate as part of their regular courses. Professors partner to design the experience while students benefit from this enriched content and interact with foreign faculty and peers through online collaborative learning, teaching, research, and innovation. Launched in September 2020, registration for faculty to participate is open at AMPEI’s website PIC AMERICAS – AMPEI (https://ampei.org.mx/pic-americas-ampei/) .

SUB-SECTORS

Higher Education: During the 2023-2024 academic year, 15,474 Mexican students enrolled in U.S. higher education institutions, representing a 6.4% increase from the previous year, according to the IIE Open Doors® 2024 Report. STEM fields, business administration, social sciences, and fine and applied arts are among Mexican students’ top fields of interest in U.S. institutions.

Mexican higher education institutions actively participate in regional education consortia to increase their knowledge and to collaborate with other institutions. Participation in these consortia also allows them to develop mobility strategies to improve the exchange of students and faculty.

Undergraduate: According to the IIE Open Doors® 2024 Report, over 8,000 Mexican students enrolled in U.S. institutions for undergraduate programs. Mexico and the United States have a strong trade and bilateral academic collaboration relationship, with strong linkages between U.S. and Mexican institutions. The key factor for Mexican students looking for undergraduate academic programs abroad is an innovative curriculum that can help them develop strong multicultural skills to be competitive in the international market.

The fastest-growing industries in Mexico are the ICT sector, cybersecurity, aerospace, medical devices, automotive manufacturing, and consumer electronics.

Mexico has developed strategic clusters to facilitate job placement according to regional needs. Two examples of industry clusters throughout Mexico are:

Aerospace: Querétaro and Chihuahua are developing aerospace clusters for aircraft assembly, maintenance, repair, and operation.

Automotive: Automotive clusters are distributed throughout the country, offering different advantages for manufacturing. The most important areas are Guanajuato, Coahuila, and Puebla.

Community College: Given the global competition in the manufacturing sector, training skilled workers is becoming increasingly important in Mexico. As per the latest statistics from the IIE Open Doors® 2024 Report, Mexico ranks as the fourth leading place of origin for students at U.S. community colleges.

Mexico’s higher education system offers various options for U.S. community colleges to develop collaborative programs and increase academic mobility with technological and polytechnical universities that offer bilingual education in different regions of Mexico. The most in-demand industry specializations are in the IT, engineering, electronics, aerospace, film, and tourism sectors.

Graduate Education: For graduate education, Mexican students are looking for programs that can provide them with the ability to perform in the international arena, given that Mexico has a strong global business presence. Mexican students are interested in aerospace, environmental studies, business, and law, among other specialties. Mexican students pursuing graduate education abroad seek financial support through grants or scholarships. Therefore, U.S. educational institutions are encouraged to develop relationships with organizations in country that provide grants or financial support. Through the recently created Ministry of Science, Technology, Humanities and Innovation, Mexico is seeking to strengthen international collaboration in science and technology by forming alliances with international organizations, research centers and foreign governments to share knowledge and resources.

Secondary Education: Given the strong ties with the United States, Mexican families seek academic opportunities in U.S. boarding schools, mostly from grades nine to eleven, and short-term programs to increase English language skills. The leading competitor in this segment is Canada, followed by the United Kingdom; therefore, it is important to develop relationships with local schools or educational partners (education agents) to promote U.S. boarding school education opportunities. Summer programs are also a good opportunity for families seeking academic experiences abroad.

Online Programs: Online education has gained importance with the advancement of technology implementation, mainly for short-term or specialization programs. Mexican students prefer hybrid or blended programs, where part of the course will be online, but with an option for in-person instruction and advising at least once per month. Leadership, business, finance, data science, ICT, language proficiency, and cybersecurity are the most popular online programs that Mexicans seek. The students’ ages for online education are mainly between 25 to 39 years old.

A trend for online collaboration in K-12 education is to partner with a local Mexican school to provide online complementary education where students can obtain a dual high school certificate. This option allows students to pursue undergraduate studies in U.S. higher education institutions.

Professional Training Services: Workforce and professional training are critical elements to improving competitiveness in-country. Mexican professionals are seeking micro-credentials based on competencies. This new approach to professional development provides different benefits for employees and organizations, as it can be affordable and tailored to individual, or company needs.

U.S. institutions can partner with Mexican industry clusters, chambers, or associations to develop short online or in-person programs, preferably in Spanish, that focus on specific professional skills for remaining competitive in the job market.

Education Technology: Technology plays a key role in the Mexican educational system, providing learning tools to students and fostering interactive experiences. Through the Secretariat of Education and private educational institutions, the Mexican government has invested in equipment and technology solutions such as software, applications, and digital content to provide students with a more participative experience.

Higher education institutions in Mexico have moved to educational models that incorporate innovative digital and interactive classrooms, labs (robotics, language), and digital libraries as part of their strategies to improve teaching and student experience. Implementing virtual reality in school has become a priority for the next few years.

U.S. education technology providers are encouraged to identify potential distribution partners to represent their products and services in the country.

OPPORTUNITIES

The key opportunities in Mexico are in four areas:
•    One year of academic experience (boarding programs)
•    Higher education programs in STEM, hospitality, electronics, and environmental studies. Non-degree short-term programs in specific industries: manufacturing, ICT, data science, and language training (technical)
•    Providing professional training services in Mexico represents a significant opportunity for U.S. education providers. This can include partnerships with local education institutions or management companies to adapt the curriculum to the country’s needs and, more specifically, offer the programs in Spanish.
•    The education supplies and technologies sector offer strong opportunities for U.S. solutions providers, particularly in the areas of software, app development, and classroom and field education technology tools.

DIGITAL MARKETING STRATEGIES

According to the latest statistics from the Mexican Internet Association (Asociación de Internet MX), there were approximately 100 million internet users in Mexico in 2024, representing 84% of the country’s population. The primary group utilizing the internet for daily activities consists of individuals aged 18-24, followed closely by those aged 12-17. Mexicans use the internet for various purposes, including entertainment, information searching, educational needs, and communication, particularly through social media.

Social media is a powerful marketing tool for promoting academic mobility. In Mexico, digital platforms are deeply integrated into students’ lives, serving educational purposes and as the main venue for connecting with friends, gathering information, and entertaining. Young Mexicans aged 14-24 are enthusiastic users of platforms like WhatsApp, YouTube, Instagram, TikTok, and X. In contrast, Facebook and LinkedIn tend to be more popular among the middle-aged.

Developing social media campaigns that include reels, storytelling, and short videos about the academic lives of international students on campus can effectively attract prospective students to U.S. institutions.

RESOURCES

•    U.S. Commercial Service – Mexico: https://www.trade.gov/mexico
•    U.S. & Foreign Commercial Service Global Education Team: https://www.trade.gov/education-industry
•    Industry and Analysis, Office of Supply Chain, Professional & Business Services: https://www.trade.gov/professional-and-business-services
•    Mexican Secretariat of Public Education (SEP): https://www.gob.mx/sep
•    National Association of Universities and Higher Learning Institutions: https://www.anuies.mx
•    U.S. Embassy Education and Exchanges Programs: https://mx.usembassy.gov/education/
•    COMEXUS – Fulbright-Garcia Robles scholarships: https://www.comexus.org.mx/
•    Consortium for North American Higher Education Collaboration: https://www.conahec.org/
•    Mexican Association for International Education: https://ampei.org.mx/
•    Mexican Secretariat of Science, Humanities, Technology, and Innovation (SECIHTI): https://secihti.mx

U.S. COMMERCIAL SERVICE CONTACT

Martha Sánchez, Commercial Specialist
U.S. Commercial Service – Mexico City, Mexico
Phone: +52 55 5080 2000, ext. 5225
Email: Martha.Sanchez@trade.gov
Website: https://www.trade.gov/mexico

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Mozambique

QUICK MARKET STATS

Capital: Maputo
Population: 33,350,954 (CIA World Factbook 2024 est.)
GDP: $20.62 billion (2023 GDP Current $USD)
GDP Per Capita: $623 (2023 GDP/Capita Current $USD)
Currency: Meticais (MZN)
Language: Portuguese (official working language in the country)
UNESCO Student Mobility Number: Mozambique had 4,736 students studying abroad in 2022 according to UNESCO.

U.S. Census Bureau International Database: Approximately 64.9% of the population in Mozambique is under 25 years old.

OVERVIEW

The United States remains one of the top destinations for Mozambicans studying abroad, in addition to South Africa, Portugal, the United Kingdom, and India.

Mozambique has a young and rapidly growing population, presenting an opportunity for long-term development in education and research. Since 2008, education spending in Mozambique has averaged 19% of total government expenditure and nearly 6% of its gross domestic product (GDP). Around 90% of the external funding to the education sector is allocated through a pooled donor fund.

According to the IIE Open Doors® 2024 Report, there were 175 Mozambican students studying in the United States during the 2023-2024 academic year, representing a 19% increase from the previous year. The top receiving states for students from Mozambique are Florida, Texas, Maryland, New York, California, and Oklahoma.

The majority (59.4%) of Mozambican students coming to the United States study at the undergraduate level. The number of Mozambican students studying in the United States at the undergraduate level increased by 35% in the 2023-2024 academic year, compared to an 11% decline in the number of Mozambican students coming to the United States to study at the graduate level.

International Students by Academic Level

Students in U.S. by Academic Level	2022/23	2023/24	Percentage of Total Students	Percent Change
Undergraduate	77	104	59.4%	35.1%
Graduate	54	48	27.4%	-11.1%
Non-Degree	3	8	4.6%	166.7%
OPT	13	15	8.6%	15.4%

IIE Open Doors® 2024 Report

OPPORTUNITIES

Overview: The U.S. Commercial Service at the U.S. Embassy in Mozambique can help U.S. educational institutions meet with potential recruitment partners via our customized business matchmaking services, such as Virtual Introductions, Single School Promotions, and the Gold Key Service. The EducationUSA Advising Center in the U.S. Embassy helps to assist U.S. higher education institutions in Mozambique to create a platform for connecting with local Mozambican students.

•    Other opportunities for U.S. educational institutions, include:
•    Community colleges, 2+2 programs,
•    Certifications for the oil & gas (O&G) sector,
•    Tourism and English language studies – Mozambique is a popular tourist destination, and many visitors speak English. Therefore, knowledge of the English language is necessary in the tourism industry to communicate and provide adequate services to visitors. Programs in hospitality and tourism are also in demand,
•    Fintech programs, and
•    Marine conservation programs.

Mozambique Local Content Program Training: Mozambique holds one of the largest gas reserves in the world. The Government of Mozambique has created the Local Content Working Group (LCG) to boost domestic private sector competitiveness in O&G projects, and to promote human skills development to strengthen local small and medium enterprises (SME) and develop financing lines.

The LCG seeks to generate benefits and opportunities across the entire industry value chain, including the following:
• Impact to more than 10,000 Mozambican jobs during the construction phase and more than 3,000 in the operation phase, and
• Increase opportunities for SME participation in the goods and services sectors, such as transportation logistics, civil construction road works, and drilling services, amongst others.

The LCG’s Local Content Strategy implementation offers the following opportunities for U.S. educational service providers:
1)    Human Skills Development
•    Establish a public-private partnership to train experienced or recently graduated Mozambican technicians to develop skills for the O&G industry. This initiative will allow the introduction of certified Mozambican labor into O&G projects in the medium- and long-term, until the government’s new Technical and Vocational Education and Training (TVET) centers of excellence are internationally certified, and
•    Collaborate with Mozambican universities and institutes, supporting their activities and trainings to develop the Mozambican workforce and improve cooperation between them and the O&G industry.

2)    Strengthening of Small- Medium-Sized Enterprises (SMEs)
•    Partner with the National Institute for Standardization and Quality (INNOQ) to offer capacity-building certifications to subcontracted SMEs to provide goods and services to the O&G industry,
•    Establish centrally coordinated Excellence Delivery Centers (EDCs) in the O&G industry to improve the training and capacity building of SMEs. This will remove the need for the International Oil Company (IOC) operator to have its own EDC – as is the case now – and coordinate the country’s training and capacity building initiatives, and
•    Support the Institute for Promotion of Small and Medium Enterprises (IPEME) to develop a business center (one-stop shop) in the hydrocarbon-rich Province of Cabo Delgado. The Business Center will be responsible for formalizing local micro, small, and medium enterprises (MSMEs) to be eligible to obtain contract work in the O&G industry.

DIGITAL MARKETING STRATEGIES

Social media sites such as YouTube, WhatsApp, Facebook, Instagram, and TikTok are the most popular sites for students in Mozambique. Students research information via the internet and via in-person or phone conversations with colleagues and elders. To search for job opportunities, students use print newspapers, online job websites, radio, and television.

Recommendations for U.S. education institutions and study consortia: (1) utilize social media and other online platforms that are easily accessible through mobile phones, (2) run intensive ads on national television, (3) participate in networking programs and partnerships with non-profit education institutions.

EVENTSMaputoEdAdvising@state.gov

•    U.S. Commercial Service recruits delegations to attend NAFSA Annual Conference.
•    Public Diplomacy Office at the U.S. Embassy organizes education fairs.
•    Please contact your local International Trade Specialist to learn more about events in Mozambique and Sub-Saharan Africa.

RESOURCES

•    U.S. Commercial Service - Mozambique: https://www.trade.gov/mozambique
•    IIE Open Doors® 2024 Report – International Students: https://opendoorsdata.org/data/international-students/
•    Mozambique Ministry of Science, Technology and Higher Education statistics: https://www.mctes.gov.mz/category/contactos-2/
•    Education USA advising centers in Mozambique: Maputo Email: CTimane@educationusa.org; MaputoEdAdvising@state.gov
•    Websites: https://mz.usembassy.gov/educationusa-services/ and https://educationusa.state.gov/centers/educationusa-advising-center-maputo
•    Mozambique Budget Brief 2019: Education, UNICEF, https://www.unicef.org/mozambique/media/2751/file/budget_brief_2019_-_education.pdf
•    Mozambique Public Expenditure Review, World Bank Group, https://documents1.worldbank.org/curated/en/099042623100581633/pdf/P1769040d0dea90ec088ec0a2c03d8afa37.pdf

U.S. COMMERCIAL SERVICE CONTACT

Shoubhit Palan, Commercial Assistant
U.S. Commercial Service – Maputo, Mozambique
Phone: +258843892332
Email: Shoubhit.Palan@trade.gov
Website: https://www.trade.gov/mozambique

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New Zealand

QUICK MARKET STATS

Capital: Wellington
Population: 5,161,211 (CIA World Factbook 2024 est.)
GDP: $252.18 billion (2023 GDP Current $USD)
GDP Per Capita: $48,280.80 (2023 GDP/Capita Current $USD)
Currency: New Zealand Dollar (NZD)
Language: English (de facto official), Māori (de jure official), New Zealand Sign Language (de jure official)

UNESCO Student Mobility Number: New Zealand had 4,572 students studying abroad in 2022 according to UNESCO.

U.S. Census Bureau International Database: Approximately 31.7% of the population in New Zealand is under 25 years old.

OVERVIEW

Since 2019, the United States has surpassed Australia as the preferred study destination for New Zealand students. According to the IIE Open Doors® 2024 Report, in the 2023/24 academic year, 1,696 New Zealand students chose to study in the U.S., reflecting a 2.7% increase from the previous year. These students primarily pursue undergraduate and graduate degrees, along with Optional Practical Training (OPT) opportunities that provide hands-on experience in their fields post-graduation. Conversely, New Zealand ranks as a popular destination for U.S. study-abroad students, placing 22nd with 2,389 American students studying there in 2022/23.

IIE Open Doors® 2024 Report reported that in 2023/24, 53% of New Zealand students in the U.S. were enrolled in undergraduate programs, 23% in graduate studies, 19% in OPT programs, and 5% in non-degree programs. The similarity between the U.S. and New Zealand education systems allows New Zealand students to transition smoothly. Many are drawn to unique aspects of U.S. university life, such as collegiate sports, liberal arts degrees, and the vibrant campus communities.

California, New York, Massachusetts, Pennsylvania, and Illinois are the top destinations, although New Zealand students are currently enrolled at approximately 385 institutions across 49 U.S. states.

To better engage with this market, U.S. institutions should consider New Zealand’s academic calendar, which runs from late January or early February to mid-December, divided into four terms. Offering programs aligned with this schedule can make U.S. universities more appealing to New Zealand students.

SUB-SECTORS

Undergraduate Education : According to the IIE Open Doors® 2024 Report, in the 2023-2024 academic year, 896 New Zealand students were enrolled in a U.S. undergraduate degree program, a decrease of 1.9% from the previous year.

Graduate Education: According to the IIE Open Doors® 2024 Report, in the 2023-2024 academic year, 396 New Zealand students were enrolled in a U.S. graduate degree program, a decrease of 2.5% from the previous year. Graduate students typically pursue business management or advanced sciences.

Further Secondary Education: According to the IIE Open Doors® 2024 Report, in the 2023-2024 academic year, 90 New Zealand students were enrolled in a U.S. non-degree program an increase of 57.9% from the previous year.

Optional Practical Training: According to the IIE Open Doors® 2024 Report, in the 2023-2024 academic year, 314 New Zealand students were employed in the U.S. through OPT an increase of 14.2% from the previous year.

Research and Development: The United States and New Zealand have a long history of research collaboration, with the first formal scientific collaboration occurring in 1874. The two countries are currently working together on several research areas, including: AI, biotechnology, , quantum computing, space, earth observation (e.g. dynamic forest mapping and tracking pasture quality), food science and Antarctica.

OPPORTUNITIES

College Athletics: The opportunity to earn athletic scholarships is a major incentive for New Zealand undergraduate students pursuing studies in the United States. New Zealand ranks fourth globally in per capita contributions of student-athletes to NCAA Divisions I and II. Currently, over 439 New Zealand student-athletes are enrolled at NCAA institutions, excelling in a wide range of sports. Soccer, basketball, tennis, track & field, golf, and swimming are the most popular sports for these students.

To support student-athletes starting in January, after completing high school in December, the New Zealand Qualifications Authority now offers early release of exam results. This helps streamline the admissions process and ensures these athletes can begin their studies and athletic commitments on time.

Graduate Studies: Students from New Zealand are generally interested in pursuing advanced degrees at U.S. higher education institutions in the fields of law, business management, and advanced science degrees.

Short-Term Study Abroad Programs: One and two semester study abroad programs are popular with New Zealanders who want the experiences that come with studying abroad but are not looking to travel abroad for their entire degree.

Summer Work and Travel Program: New Zealand actively participates in the Summer Work & Travel Program, which offers exchange visitors from both countries the chance to experience international cultural immersion through work and travel opportunities. This program allows New Zealand participants to live and work in the United States for up to four months, gaining valuable cross-cultural experience. Similarly, U.S. participants can explore and work in New Zealand, fostering mutual understanding and cultural exchange.

The program provides a unique opportunity for qualified applicants who might not otherwise access such enriching experiences, combining professional development with the chance to explore new environments and cultures. For more details, visit https://exchanges.state.gov/non-us/program/j-1-visa-summer-work-travel-program

Digital Marketing Strategies

Websites and Digital Content: Websites and digital content are becoming pivotal in the decision-making process for international students considering study abroad opportunities. For prospective students from New Zealand, who may not have the chance to visit your campus in person, an engaging and informative online presence is essential to showcase your institution effectively.

• Storytelling through Digital Media: Create video content that includes virtual campus tours and interviews with current students or faculty. These elements can foster emotional connections, offering prospective students a more personal and immersive look at life on your campus.

• Highlight Alumni Success: Featuring success stories of alumni from New Zealand, or those working there, can provide relatable examples of how studying at your institution has prepared them for their careers. This not only inspires potential applicants but also underscores the real-world value of your education.

A strong digital strategy ensures your institution stands out and provides the insights prospective students need to make an informed decision.

Armchair Recruitment: Your university alumni in New Zealand are most likely going to be your institution’s most enthusiastic supporters. Utilizing local alumni as brand ambassadors is a low cost-approach with a strong rate of return. Engaging your alumni network to give talks, interviews, and participate in recruitment activities are important in geographically remote markets like New Zealand.

Social Media: New Zealand students are regular users of Instagram, TikTok, X, Facebook, YouTube and Snapchat, so for example, highlighting your alumni in social media postings and marketing material are helpful when recruiting students from New Zealand. Students mainly use Seek.com, Indeed.com, Jora.com, LinkedIn and campus’ newsletters for job opportunities. School Counselors mainly use e-mail for their communications.

Local Scholarship Programs: Fulbright New Zealand offers several awards for graduates, writer’s and visual artists wanting to study in the U.S., and those wanting to focus on indigenous development and innovation.
The East West Center also offers several awards and programs for graduate students including a Graduate Degree Fellowship, Alumni Scholar & Foundation Awards and an East-West Center Affiliate Scholar Program.
The Robertson Scholarship Leadership Program is an undergraduate scholarship for study at Duke University and University of North Carolina-Chapel Hill.

Best Prospects: Undergraduate and graduate degrees and OPT studies.

Best Student Recruitment Methods: Institutional (including official institutional partnerships), student outreach (including through individual student organizations, such as athletic and cultural groups), online outreach, current student success stories and alumni spotlights. Counselor engagement is also encouraged.

EVENTS

•    EducationUSA New Zealand Events: https://www.facebook.com/educationusanz/events/
•    Work-Integrated Learning International New Zealand Conference 2025 Napier, New Zealand - April 15-16, 2025 https://wilnz.nz/conference/
•    New Zealand International Education (NZIEC) Conference https://www.nziec.co.nz/ Normally an annual event that takes place around August.
•    30th ICDE 2025 World Conference 2025 (International Conference for Open & Distance Education) Wellington, New Zealand    - Nov 10-13, 2025 https://www.icdeworldconference2025.com/
•    World Indigenous Peoples’ Conference on Education (WIPCE) 2025 Auckland, New Zealand - Nov 16-20, 2025 https://wipce2025.com/

RESOURCES

•    U.S. Commercial Service New Zealand: https://www.trade.gov/new-zealand
•    U.S. Commercial Service Global Education Team: https://www.trade.gov/education industry
•    Industry and Analysis, Office of Supply Chain, Professional & Business Services: http://www.trade.gov/professional-and-business-services
•    Institute of International Education: https://opendoorsdata.org/data/international-students/all-places-of-origin/
•    EducationUSA centers in New Zealand: https://nz.usembassy.gov/education/educational-advising/
•    New Zealand Qualifications Authority: https://www.nzqa.govt.nz
•    Fullbright New Zealand: https://fullbright.org.nz

U.S. Commercial Service Contact

U.S. Commercial Service – Auckland, New Zealand
Email: Office.NewZealand@trade.gov
Phone: +64-9-303 2724 ext. 2997
Website: https://www.trade.gov/new-zealand

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Nordics (Denmark, Finland, Norway, Sweden)

QUICK MARKET STATS

Denmark

Capital: Copenhagen

Population: 5,973,136 (CIA World Factbook 2024 est.)

GDP: $404.20 billion (2023 GDP Current $USD)

GDP Per Capita: $68,453.90 (2023 GDP/Capita Current $USD)

Currency: Danish Krone (DKK, kr.)

Language: Danish, English (predominant second language), Faroese, Greenlandic (an Inuit dialogue), German (small minority) (CIA World Factbook)

Norway

Capital: Oslo

Population: 5,509,733 (CIA World Factbook 2024 est.)

GDP: $485.51 billion (2023 GDP Current $USD)

GDP Per Capita: $87,925.10 (2023 GDP/Capital Current $USD)

Currency: Norwegian Krone (NOK)

Language: Bokmal Norwegian (official), Nynorsk Norwegian (official) (CIA World Factbook)

Finland

Capital: Helsinki

Population: 5,626,414 (CIA World Factbook 2024 est.)

GDP: $300.19 billion (2023 GDP Current $USD)

GDP Per Capita: $52,925.70 (2023 GDP/Capita Current $USD)

Currency: Euro (EUR)

Language: Finnish, Swedish

Sweden

Capital: Stockholm

Population: 10,589,835 (CIA World Factbook 2024 est.)

GDP: $593.27 billion (2023 GDP Current $USD)

GDP Per Capita: $55,516.80 (2023 GDP/Capita Current $USD)

Currency: Swedish Krona (SEK, kr)

Language: Swedish (CIA World Factbook)

UNESCO Student Mobility Number:
Denmark had 5,996 students studying abroad in 2022.
Finland had 9,373 students studying abroad in 2022.
Norway had 15,231 students studying abroad in 2022.
Sweden had 14,280 students studying abroad in 2022.

U.S. Census Bureau International Database:
Approximately 28.1% of the population in Denmark is under 25 years old.
Approximately 27.1% of the population in Finland is under 25 years old.
Approximately 28.3% of the population in Norway is under 25 years old.
Approximately 28.4% of the population in Sweden is under 25 years old.

OVERVIEW

The United States remains one of the most popular study destinations for Nordic students. Nordic students view studying abroad as an opportunity to enhance employability and improve transferable skills, and most higher-level students are motivated to travel abroad in some phases of their study. Completing a degree from a U.S. educational institution or partaking in an exchange year is regarded as a desirable qualification on job applications.

Recruiting full-time students can prove challenging in the Nordics. All levels of education are tax-funded and thus tuition-free for eligible residents. The Nordic educational systems are highly regarded, and nearly all youth are enrolled in public school, where English is taught from the third grade or earlier. According to the 2024 Shanghai Ranking, there are six Nordic universities among the world’s top 100.
Financial aid is available to eligible Nordic students wishing to pursue a degree in higher education. The structure of the aid also transfers abroad with local variations/limitations due to, for instance, parents’ incomes, degree level, commencement, and terms of studies (part- or full-time; maximum amounts, etc.), creating potential for Nordic students to pursue higher education abroad.

Denmark

Approximately 5,996 Danish students studied abroad in 2022 according to UNESCO. North America (primarily the United States and Canada) is the third most popular region for Danish exchange students, after Europe and Asia.

Denmark’s emphasis on lifelong education is reflected in the fact that one in three adults aged 25 to 64 participates in continuing education. In Demark, the European Centre for the Development of Vocational Training highlights that students can choose between academic upper secondary education or vocational training, with vocational pathways supported by programs like Work Placements Abroad, allowing students to complete part of their training internationally.

The Danish State Educational Support (SU) offers financial assistance for eligible students pursuing qualifying studies abroad. Financial support is available for both short-term study periods and full degree programs abroad, provided certain conditions are met. Additionally, scholarships may be available to help cover tuition fees for specific programs.

International cooperation is a cornerstone of Denmark’s educational philosophy. Programs like the Danish Lecturer Scheme promote the teaching of Danish language and culture at over 60 universities worldwide, while the Denmark-USA Program fosters transatlantic partnerships in vocational training. Initiatives like these provide Danish students and educators with opportunities to expand their global perspectives.

Finland

The United States is not a top study destination for Finnish students. However, according to the Finnish National Agency for Education (OPH), interest in studying in Europe is increasing. UNESCO reports that in 2022, 9,373 Finnish students studied abroad.

Exchanges lasting over three months are the most popular among university students. Finnish students studying abroad are eligible for government-funded financial aid, including housing allowance and health insurance, through the Social Insurance Institution of Finland (Kela).

From 2024-2027, the Finnish Ministry of Education and Culture will invest approximately $260 million into piloting new practices in doctoral education. This initiative is part of Finland’s goals to increase research and development (R&D) funding to 4% of GDP by 2030, fostering international competitiveness, innovation, and the effective use of research-based knowledge.

Norway

The Norwegian government aims to increase student mobility trough the “Panorama” initiative. This effort aims to increase the student mobility to and from the Panorama countries (including the United States), as outlined in the Report to the Storting, a white paper on student mobility published in October 2020.

Norway’s State Educational Loan Fund known as the Lånekassen provides loans and grants for a variety of fields of study, but only for officially recognized studies students’ responsibility to confirm if their school is approved. Associate degrees from community colleges are not qualified for financial aid.

Sweden

Over the last decade the total number of Swedish students studying abroad has declined, according to the Swedish Board of Student Finance (CSN). However, the United States is still the most popular country to study in. One contributing factor to the decline in Swedish students studying in the United States is the unfavorable exchange rate.

Swedish students studying in the United States may be eligible for financial aid from CSN. To receive this aid, students must attend classes in person at a U.S. school. Students who receive scholarships to finance their studies are not eligible for financial aid. Students who participate in exchange programs through their Swedish universities are also entitled to insurance through the Swedish Legal, Financial, and Administrative Service Agency (Kammarkollegiet).

SUB-SECTORS

Higher Education: According to the IIE Open Doors® 2024 Report, 6,075 Nordic students pursued higher education in the United States during the 2023-2024 academic year. This represents a 7.5% decrease compared to the previous year, when 6,568 students studied in the United States.

Denmark

Denmark had a total of 221,035 domestic students in reporting year 2024.

Danish Students in the U.S.

Academic Level	2022/2023	2023/2024	Percent Change
Undergraduate	471	437	-7.2%
Graduate	196	193	-1.5%
Non-Degree	641	608	-5.1%
OPT	85	91	7.1%

Source: IIE Open Doors® 2024 Report

Finland

Finland had a total of 288,840 domestic students in reporting year 2024.

Finish Students in the U.S.

Academic Level	2022/2023	2023/2024	Percent Change
Undergraduate	270	261	-3.3%
Graduate	109	98	-10.1%
Non-Degree	87	71	-18.4%
OPT	51	52	2.0%

Source: IIE Open Doors® 2024 Report

Norway

Norway had a total of 280,933 domestic students in reporting year 2024.

Norwegian Students in the U.S.

Academic Level	2022/2023	2023/2024	Percent Change
Undergraduate	937	868	-7.4%
Graduate	287	273	-4.9%
Non-Degree	537	382	-28.9%
OPT	165	169	2.4%

Source: IIE Open Doors® 2024 Report

Sweden

Sweden had a total of 341,795 domestic students in the reporting year 2024.

Swedish Students in the U.S.

Academic Level	2022/2023	2023/2024	Percent Change
Undergraduate	1,678	1,599	-4.7%
Graduate	318	332	4.4%
Non-Degree	470	390	-17.0%
OPT	266	251	-5.6%

Source: IIE Open Doors® 2024 Report

Totals

The Nordics had a total of 1,132,603 domestic students in the reporting year 2024.

Total of Danish, Finnish, Norwegian and Swedish Students in the U.S.

Academic Level	2022/2023	2023/2024	Percent Change
Undergraduate	3,356	3,165	-5.7%
Graduate	910	896	-1.5%
Non-Degree	1,735	1,451	-16.4%
OPT	567	563	-0.7%

Undergraduate: Most Nordic students studying in the United States do so at the undergraduate level.

Community College: Many U.S. community colleges are represented by Nordic educational agents. Community colleges draw the largest percentage of students, thanks to the financial advantages they offer compared to other higher education institutions.

Graduate Education: Nordic students pursuing degree programs in professional doctorates (e.g., medicine M.D., law J.D.) in the United States will typically require additional qualifications to practice in the Nordics.

Many Danish students pursue seeking advanced degrees. Popular fields include business, engineering, medicine, and law. Prestigious universities often attract Danish students due to their global recognition and opportunities for networking and career advancement. Funding options, such as scholarships and teaching assistant positions, are available to international students, but competition is high.

Engineering and business management are the two most popular fields of study for both Danish and Finnish students in the United States. For Norwegian students, Master of Laws (LLM) degree programs in the United States may be an opportunity for lawyers wishing to study a specialized area of law and gain international qualifications if they earned their law degree outside of the United States and Canada (Law School Admission Council).

During the 2022-2023 academic year, Swedish graduates with master’s degrees in fields such as business, economics, law, social sciences, and business administration were the most likely to have completed part of their studies abroad. According to the European Commissions “Education and Training Monitor 2024”, 8% of all graduates in Sweden during the 2022-2023 academic year studied abroad as part of their education.

Secondary Education: Due to the difference in educational systems between the United States and Nordic countries, the demand for U.S. secondary education in the Nordics is limited.

Danish high school students interested in studying in the United States often participate in exchange programs or complete a year at a U.S. high school. Some Danish students also explore private boarding schools or international high schools that offer college preparatory curricula.

Finnish students can apply for financial aid for international secondary education, but the requirements are stricter than for financial aid for local secondary education. A U.S. high school year cannot be integrated into a Finnish high school diploma.

Norway is an exception among the Nordic countries, as a U.S. high school year can be integrated into a Norwegian diploma. In Norway, credits can be considered and approved but need to be confirmed in advance with the student’s Norwegian school. Students whose U.S. high school credits have been confirmed and approved in advance can be granted a scholarship from the government. Students are also required to pass their classes.

Students need to redo the grade upon returning to Sweden, which limits demand for U.S. secondary education. Because of this, Swedish students take a gap year when attending U.S. high schools for an exchange year. Students are only eligible to receive financial aid for secondary studies in the United States if equivalent education is not offered in Sweden.

Online Programs: There are many local providers of non-degree and certificate online programs in the Nordics. These typically target individuals to further their professional development in a specific field and include professional certificate training and e-MBA programs. In general, for these types of programs, Nordic students are not eligible to receive financial aid.

Research and Development: Research and development are high priorities for all Nordic governments. Some of the most well-known programs for research and development between the United States and the Nordic countries can be found below:

American Scandinavian Foundation: www.amscan.org
Thanks to Scandinavia Scholarship: https://www.thankstoscandinavia.org/scholarships/

Denmark
Fulbright Center Denmark: www.fulbrightcenter.dk
Innovation Centre Denmark: www.icdk.dk/
The Denmark-America Foundation: www.wemakeithappen.dk

Finland
Fulbright Finland: www.fulbright.fi

Norway
EducationUSA Norway: https://educationusa.state.gov/centers/norway-america-association-noram
Fulbright Norway: www.fulbright.no
NORAM Scholarships: www.noram.no

Sweden
EducationUSA Sweden: www.educationusa.state.gov/centers/fulbright-Stockholm, www.educationusa.state.gov/centers/malmo-borgarskola
Fulbright Sweden: www.fulbright.se
The Sweden America Foundation: www.sweamfo.se

Professional Training Services: There are many local providers of professional training services in the Nordics, both public and private. Among the most popular professional training services are management training, courses for entrepreneurs, and courses in information and communication technology, accounting, and marketing.

For U.S. companies interested in entering the Nordic market, the best option is to identify a Nordic partner with whom to collaborate. For more information, please contact your local U.S. Commercial Service office.

Education Technology: The Nordic countries are among the most digitalized in the world and have specifically been working toward digitalizing education over the last decade. Students are often provided with personal devices starting in elementary school. Throughout all levels of education, students are commonly provided with Microsoft Office and use a wide array of Learning Management Systems (LMS).

The decision regarding which LMS each school uses is often made on a municipality level, although many schools have the autonomy to make the choice independently. U.S. companies hoping to break into the Nordic LMS markets will need to adapt their products/services to each respective Nordic language and curriculum.

In Denmark, educational technology integration and development is governed by several key bodies, including the Ministry of Children and Education, the National Agency for IT and Learning, the Ministry of Higher Education and Science, and the Agency for Digital Government.

OPPORTUNITIES

Students with strong academic abilities often opt to enroll in a gymnasium to prepare them for university. According to the American-Scandinavian Foundation short-term (one semester to one year) study abroad programs that allow for cultural immersion through living with host families and attending local high schools are popular with Nordic high school students.

In the 2024 EF English Proficiency Index, the Scandinavian countries rank within the top seven, considered to have a very high level of proficiency, and Finland at number 14 of 116. Therefore, most Nordic students will not be attracted to basic English classes; rather they will seek educational opportunities in more specialized fields.

The European Union has set a goal for 2030 that 23% of all students should have experience with exchange studies or internships abroad by the time they graduate from university (https://www.consilium.europa.eu/en/press/press-releases/2024/05/13/greater-opportunities-to-learn-and-study-abroad-council-adopts-recommendation/), an increase from the previous target of 20%. In Sweden, the student mobility target has been set at 25% by 2025. However, according to the Swedish Higher Education Authority (UKÄ), as of the 2022-2023 academic year, only 11% of Swedish graduates had studied abroad, suggesting opportunities for growth.

Partnership and exchange agreements with Nordic universities are a common method for market entry. In the fitness- and sports-oriented Nordic societies, college sports are particularly appealing to elite youths looking for scholarships in the United States. Opportunities for fully or partially funded scholarships are attractive to Nordic students.

DIGITAL MARKETING STRATEGIES

In the Nordics, the most popular social media platforms are Instagram, Snapchat, Facebook, X (formerly Twitter), YouTube, TikTok, and LinkedIn, making them ideal venues for digital marketing campaigns.

In terms of digital communication, Nordic schools and universities typically use platforms such as Zoom, Microsoft Teams, Facebook Messenger, WhatsApp, and Google Meet. When searching for jobs, students turn to LinkedIn, union websites, private career platforms (e.g. Indeed, Graduateland, Finn.no, Jobly), and university-sponsored job platforms.

In Finland, prominent platforms include Moodle and MyCourses. In Denmark, Moodle, Canvas, and Lectio are popular platforms. In Norway, apps like Itslearning, IST Home, Skolemelding, and MyKid are popular. In Sweden, popular LMS platforms include, but are not limited to, Unikum, It´s Learning, Moodle, infomentor, Canvas by Instructor, BlackBoard, and VKlass.

Nordic schools actively provide students with information about educational opportunities through initiatives such as “open house days”, allowing students to visit campuses and explore degree programs of interest. Higher education institutions advertise in social media and in offline advertising campaigns.

Nordics students also learn about the different educational routes through student fairs, high school guidance counselors, ads on social media, and/or personal connections. Additionally, local education agents organize information meetings and student fairs to highlight international higher education opportunities, sports scholarships, etc.

As European Union members, Denmark, Finland, and Sweden, and Norway as a member of the European Economic Area (EEA), are all subject to the General Data Protection Regulation (GDPR). This regulation, effective from May 25, 2018, governs how personal data of individuals in the European Union may be processed and transferred.

GDPR regulations are highly relevant to U.S. companies conducting advertising campaigns targeting EU markets or referencing EU member states in their marketing material. For more information, see the EU Country Commercial Guide on Data Privacy and Protection (https://www.trade.gov/country-commercial-guides/eu-data-privacy-and-protection).

EVENTS

College Days Fairs Scandinavia: https://collegedayfairs.org/
College Days brings together top-notch colleges and universities from around the world with Scandinavian high school students.
March 10-13, 2025.

Denmark
EDU Days: https://edu-danmark.dk/edu-days
A study fair for studies abroad. In 2025, the fair will take place in Copenhagen September 15, Aalborg September 16 and in Aarhus on September 17.

Finland
Educa Fair: https://educa.messukeskus.com/en/
A leading event for education and training sector in Finland. Educa Fair 2025 was be held January 24-25, 2025, in Helsinki.
Studia: https://studia.messukeskus.com/en/?lang=en
Finland’s largest youth study and career event. The fair will be held in Helsinki on November 25–26, 2025.

Norway
Ta Utdanning: https://www.tautdanning.no/english-digital-2/
In 2025, Norway’s largest education fair was held as follows: Kristiansand, January 13, Sandefjord, January 16-17, Stavanger, January 20-21, Bergen, January 23-24, Ålesund, January 27, Trondheim, January 30-31, Tromsø, February 5, and Oslo, February 12-13.

Sweden
Gymnasiemässan: https://www.gymnasiemassan.nu/?sc_lang=en
Sweden’s largest annual high school fair. Gymnasiemässan is scheduled for November 18-20, 2025, and will take place in Stockholm.
Saco Student Fairs: https://www.saco.se/en/studentfair/
Sweden’s largest annual post-secondary education fair, held in both Stockholm and Malmö. Dates for 2025 have not yet been identified but will be published on the Saco Student Fairs website.

RESOURCES

Denmark
U.S. Commercial Service - Denmark: https://www.trade.gov/Denmark
Danish Students Grant and Loan Scheme: https://www.su.dk/english/
Fulbright Commission & Education USA: https://fulbrightcenter.dk
Denmark-America Foundation: http://wemakeithappen.dk
Ministry for Children and Education: https://eng.uvm.dk
Ministry for Higher Education and Science: https://ufm.dk/en?set_language=en&cl=en
The Danish Accreditation Institution: https://akkr.dk/en/
Danish Students Abroad: USA som studiedestination | Danish Students Abroad: https://dsabroad.dk/2020/11/26/usa-som-studiedestination/
International Student Exchange Programs: Asse Denmark: https://www.assedanmark.dk/high-school-i-udlandet/destinationer#nordamerika

Finland
U.S. Commercial Service - Finland: https://www.trade.gov/Finland
Fulbright Finland Foundation: Grant programs to U.S. | Fulbright Finland Foundation: https://www.fulbright.fi/grant-programs-to-us
League of Finnish – American Societies (SAM): Suomi-Amerikka Yhdistysten Liitto | SAM | Ystävyyttä yli Atlantin: https://www.samsuomi.fi/en/in-english/
Ministry of Education and Culture: https://okm.fi/en/frontpage
National Board of Education: https://www.oph.fi/en
Social Insurance Institution in Finland, KELA: https://www.kela.fi
The Finnish National Agency for Education: Statistik | Utbildningsstyrelsen: https://www.oph.fi/sv/uppgiftsinnehall-och-analys/statistik
Statista: Most popular social media brands in Finland 2024 | Statista

Norway
U.S. Commercial Service - Norway: https://www.trade.gov/Norway
Association of Norwegian Students Abroad (ANSA): https://www.ansa.no
Fulbright Norway: https://fulbright.no
Norwegian Agency for Quality Assurance in Education (NOKUT): https://www.nokut.no/en/
Norwegian Agency for International Cooperation and Quality Enhancement in Higher Education (DIKU): https://diku.no/en
Norway America Association (NORAM): https://noram.no/en/
Norwegian State Educational Loan Fund (Lånekassen): https://lanekassen.no
Panorama: https://www.regjeringen.no/contentassets/13e7862e6c064321af97fe0c58a8f7cb/f-4462-e_panorama_strategy.pdf

Sweden
U.S. Commercial Service - Sweden: https://www.trade.gov/Sweden
Fulbright Commission: https://www.fulbright.se
SIREUS: https://www.sireus.org
Study Now Studera.nu: https://www.studera.nu/startpage/
Swedes Worldwide: https://www.sviv.se/en/
Sweden America Foundation: https://sweamfo.se
Swedish Board of Student Aid: https://www.csn.se/languages/english.html
Swedish Council for Higher Education: https://www.uhr.se/en/start/
Swedish Higher Education Authority: Universitet och högskolor - årsrapport 2024: https://www.uka.se/download/18.2ca0d3f8190a6afec6e5b/1723630581119/UKA%CC%88%20a%CC%8Arsrapport%202024.pdf
Swedish Institute: https://si.se/en/
Swedish Internet Foundation: https://www.internetstiftelsen.se
Swedish Education Agency: https://skolverket.se
Swedish Council for Higher Education: https://uka.se

Other
Bureau of Economic Analysis: BEA Interactive Data Application: https://apps.bea.gov/iTable/reqid=62&step=9&isuri=1&6210=4#eyJhcHBpZCI6NjIsInN0ZXBzIjpbMSw5LDEwLDcsN10sImRhdGEiOltbIlByb2R1Y3QiLCI0Il0sWyJUYWJsZUxpc3QiLCIzMDU4MyJdLFsiVGFibGVMaXN0U2Vjb25kYXJ5IiwiMzA2MTUiXSxbIkZpbHRlcl8jMSIsWyIxIl1dLFsiRmlsdGVyXyMyIixbIjEwIiwiMTIiLCIyNCIsIjMyIl1dLFsiRmlsdGVyXyMzIixbIjAiXV0sWyJGaWx0ZXJfIzQiLFsiMCJdXSxbIkZpbHRlcl8jNSIsWyIwIl1dXX0=
CIA World Factbook: https://www.cia.gov/the-world-factbook/
EducationUSA: https://educationusa.state.gov
EducationUSA – Student Mobility Fact Sheets: https://educationusa.state.gov/us-higher-education-professionals/recruitment-resources/student-mobility-fact-sheets
EF English Proficiency Index 2024; https://www.ef.edu/epi/
EU Country Commercial Guide: https://www.trade.gov/country-commercial-guides/eu-market-overview?section-nav=2950
Industry and Analysis, Office of Supply Chain, Professional & Business Services: https://www.trade.gov/professional-and-business-services
IIE Open Doors® 2024 Report: https://opendoorsdata.org/
Organization for Economic Co-operation and Development (OECD): https://www.oecd.org
U.S. Commercial Service: https://www.trade.gov
U.S. Commercial Service Global Education Team: https://www.trade.gov/education-industry
European Education Area: Europe on the Move: https://education.ec.europa.eu/news/europe-on-the-move-a-proposal-on-the-future-of-learning-mobility

U.S. COMMERCIAL SERVICE CONTACTS

Patrycja Dahl, Commercial Specialist
U.S. Commercial Service – Copenhagen, Denmark
Phone: +45.25.210.550
Email: Patrycja.Dahl@trade.gov
Website: https://www.trade.gov/Denmark

Claudia Kracht, Commercial Specialist
U.S. Commercial Service – Oslo, Norway
Phone: +47.40.551.597
Email: claudia.kracht@trade.gov
Website: https://www.trade.gov/Norway

Nancy Bjorshammar, Commercial Specialist
U.S. Commercial Service – Stockholm, Sweden & Helsinki, Finland
Phone: +46.70.783.5347
Email: nancy.bjorshammar@trade.gov
Website: https://www.trade.gov/Sweden

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Pakistan

QUICK MARKET STATS

Capital: Islamabad
Population: 252,363,571 (CIA World Factbook 2024 est.)
GDP: $338.37 billion (2023 GDP Current $USD)
GDP Per Capita: $1,365.30 (2023 GDP/Capita Current $USD)
Currency: Pakistani Rupee (PKR)
Language: Punjabi 38.8%, Pashto 18.2%, Sindhi 14.6%, Saraiki 12.2%, Urdu 7.1%, Balochi 3%, Hindko 2.4%, Barhui 1.2%, other 2.4% (CIA World Factbook)

UNESCO Student Mobility Number: Pakistan had 90,614 students studying abroad in 2022 according to UNESCO.

U.S. Census Bureau International Database: Approximately 53.7% of the population in Pakistan is under 25 years of age.

OVERVIEW

The government of Pakistan is actively pursuing various initiatives to ensure that all its citizens receive quality education. English has traditionally been the primary language of instruction in private schools. Despite the government’s efforts to improve literacy rates, the percentage of literate individuals in Pakistan has remained steady at approximately 60% since 2014-15. According to the CIA World Factbook, the current literacy rate is 58%. Urban areas tend to report a higher literacy rate, while rural areas have traditionally reported significantly lower rates.

According to the Pakistan Economic Survey 2023-24 (https://www.finance.gov.pk/survey_2024.html), there were approximately 12.09 million students enrolled in pre-primary education, 23.8 million in primary education (grades 1-5), approximately 9.1 million in middle education (grades 6-8), 4.6 million in secondary education (grades 9-10), and 2.3 million in higher-secondary education (grades 11-12) in the academic year 2022-23. Additionally, the survey indicates that about 439,000 students were enrolled in technical and vocational education, approximately 623,000 in degree-awarding colleges, and 2.41 million students in universities during the same academic year.

According to the Pakistan Economic Survey 2023-24, Pakistan has approximately 162,100 functioning primary schools, 47,800 middle schools, 34,600 secondary schools, 8,100 higher secondary/intermediate colleges, and 4,200 technical and vocational institutes. Additionally, Pakistan has over 200 universities and 2,700 degree-awarding colleges across the country.

Secondary/Higher Secondary Education System: Pakistan’s national education system is comprised of twelve years of education, which is spread across four levels: primary (grades 1-5), middle school (grades 6-8), matriculation (grades 9 and 10), and intermediate (grades 11 and 12). Many private schools offer the Cambridge education system in conjunction with the nationally mandated curriculum.

Community Colleges: The concept of community colleges in Pakistan was first introduced by the International Business Administration (IBA) University Sukkur, with political and financial support from the provincial Government of Sindh. This initiative led to the establishment of the country’s first community college in 2010. Since then, IBA Community Colleges (http://ibacc.edu.pk) has expanded to include a network of four separate community colleges across Sindh province. Additionally, the Directorate of IBA Community Colleges and Schools oversees six public schools, three education management organization (EMO) schools, and two clusters of schools.

In Punjab, a similar concept was launched by the Punjab Higher Education Commission in selected colleges. Meanwhile, the Higher Education Commission (HEC) of Islamabad introduced an associate degree program, which involved converting approximately 800 existing colleges into associate degree-awarding schools.

Degree Awarding Institutions/Universities in Pakistan: Pakistan has over 220 universities in both public and private sectors, which are accredited by the HEC of Pakistan. Most disciplines are taught in these institutions/universities.

Technical and Vocational Education and Training (TVET): Pakistan’s National Vocational and Technical Training Commission (NAVTTC - http://navttc.gov.pk/) is responsible for formulating policies, developing curriculum, and handling accreditation and certification for the country’s Technical and Vocational Education and Training (TVET) system. It also focuses on skill assessment and testing, establishing industry linkages, and capacity building.

Similar organizations operate at the provincial level, including the Punjab Vocational Training Council (PVTC), Punjab Technical Education and Vocational Training Authority (PTEVTA – https://tevta.gop.pk); Sindh Technical Education and Vocational Training Authority (STEVTA - https://stevta.gos.pk/); Khyber Pakhtunkhwa Technical Education and Vocational Training Authority (KPTEVTA - https://kptevta.gov.pk/kptevta/); and Baluchistan Technical and Vocational Training Authority (BTEVTA – https://btevta.gob.pk). Each of these bodies offer courses in different subjects. Additionally, several private organizations provide TVET-based programs.

Government Initiatives and Policies: Education is the strategic vision and objective for Government of Pakistan, includes learning and attainment of all Pakistanis, particularly women and children, by providing universal access to affordable, education services. The government outlined 12 initiatives for the education in their plan Uraan Pakistan 5Es National Economic Transformation Plan (https://uraanpakistan.pk/):

1.    Early Childhood Education (ECE): Launch a national initiative on ECE and foundational learning.
2.    Out-of-School Children (OOSC): Develop a national plan and fund to address the crisis of OOSC.
3.    National Distance Education Strategy: Improve access, quality, and resilience of education through distance learning.
4.    National Virtual Schooling System: Launch a virtual schooling system to reduce dropout rates.
5.    Universal Enrolment Pilot Project in ICT: Ensure universal enrolment through formal and non-formal schooling options.
6.    Review of National Curriculum: Refine the curriculum to promote critical thinking and responsible citizenship.
7.    Model Teacher Training Institute: Establish a state-of-the-art training institute for teachers.
8.    Model National Library: Provide access to knowledge across multiple streams.
9.    Strengthening Evidence Ecosystem: Develop data dashboards and invest in research for informed decision-making.
10.    Higher Education: Focus on access, quality, and relevance in higher education, with initiatives like scholarships, research centers, and international collaboration.
11.    Attract International Tuition Paying Student
12.    International Advanced Collaborative Research Centre and Knowledge Park

The government allocated approximately 0.5% of the total federal budget to education-related efforts, which for fiscal year (FY) 2024-25 amounted to approximately $376 million U.S. dollars. Of this, $287 million U.S. dollars were allocated for Tertiary Education Affairs and Services. The HEC was allocated approximately $240 million U.S. dollars, along with $235 million U.S. dollars for the Public Sector Development Programme (PSDP) and Grants.

In 2024, the Pakistani Government launched the Transnational Education Policy (TNE) in response to the increasing mobility of students and academic staff driven by globalization and the internationalization of higher education. The policy provides comprehensive guidelines and regulatory frameworks to facilitate higher education collaborations between Pakistani and foreign institutions. It focuses on offering collaborative degree programs, establishing offshore campuses, and ensuring rigorous quality assurance standards. The policy is designed to promote cross-border education opportunities and to increase collaboration between Pakistani and international schools.

The HEC’s Travel Grant Program provides funding for Pakistani researchers and scholars. Under this program, the HEC reimburses institutions that accept participants enrolled in their study or research programs, both within Pakistan and internationally.

Additionally, the HEC introduced a Faculty Exchange Program in 2019 to enhance teaching and research collaboration between Pakistani schools and faculty members with international institutions.

To address the longstanding neglect of the Technical and Vocational Education and Training (TVET) sector, the Ministry of Federal Education and Professional Training launched a national “Skills for All” strategy in 2021. This initiative aims to address the needs of unskilled and economically challenged segments of the population, empowering them to engage more effectively in the economy.

Pakistan introduced the Single National Curriculum (SNC) for grades 1-5. Under the SNC, all students, both public and private, would receive equal educational opportunities. The SNC is derived from the “One Nation, One Curriculum” concept, which seeks to address the needs of minorities by allowing them to study their religion, i.e. Christianity, Hinduism, Sikhism, Baha’i, and Kalasha faiths for grades 1-5. However, its implementation requires a broad-based integrated consultation exercise among different education sectors.

Market Insights: UNESCO reported that in 2022 90,614 Pakistani students were studying abroad. The 2024 IIE Open Doors® reported that Pakistan ranks 15th in country of origin, with 10,988 Pakistani students enrolled at U.S. higher education institutions (HEIs) during the 2023-2024 academic year, an 8.1% increase from the previous year

A significant percentage of Pakistani students in the United States opt for public universities, with most pursuing business studies, accounting, engineering and technology, medical, general studies, and arts.

Those U.S. states with the highest number of Pakistani students are Texas, New York, Illinois, Massachusetts, and California.

Other Attractive Destinations for Pakistani Students: Generally, Urdu and English are the languages of instruction in Pakistan. English-speaking countries have an edge over non-English-speaking countries vis-à-vis Pakistani students. Other top study destinations include Australia, the United Kingdom, Germany, Malaysia, Kyrgyzstan, Canada, Central Asian Republics, Ukraine, Türkiye, Saudi Arabia, Italy, and China.

SUB-SECTORS

IIE Open Doors® Statistics for the Academic Year 2023-2024
    4,929 students were enrolled in Graduate programs, an increase of 8.8% from the previous year.
    3,667 students were enrolled in Undergraduate programs, an increase of 1.8% from the previous year.
    169 students were enrolled in Non-degree programs, a decrease of 18.4% from the previous year.
    2,223 students were enrolled in Optional Practical Training (OPT) programs, an increase of 21.8% from the previous year.

OPPORTUNITIES

There is a strong and growing demand for private education in Pakistan, both at the secondary and higher education levels, particularly among urban populations. Leading private schools often operate multiple campuses across the country, predominantly in urban areas. While a few U.S. schools cater to the higher end of the economic demographic in Pakistan, the market remains largely untapped by U.S. institutions. This presents an opportunity to compete against schools offering the Cambridge system, despite the high tuition fees associated with private education.

International schools rely heavily on student recruitment firms to attract Pakistani students. A significant number of Pakistani students seek guidance from counselors and recruiting agencies while choosing where to study abroad for their undergraduate and graduate-level coursework. U.S. institutions can strengthen their presence by building a robust network of representation throughout the country.

Pakistani students, particularly those in master’s and PhD programs, have a strong preference to pursue their studies abroad, opening the way for U.S. higher education institutions to attract this segment of the market through partnership programs with reputable local universities, especially in business education, medical, engineering and technology, and other popular fields. Collaboration programs include curriculum development, faculty development, research and development, and exchange programs. Since 2005, the U.S. Embassy in Pakistan has funded the largest Fulbright Program in the world and, per the U.S. Educational Foundation in Pakistan (USEFP), planned to award over 125 Fulbright scholarships for the year 2024.

Pakistan hopes to achieve many of the priority goals laid out in its Pakistan’s Vision 2025 via the “U.S.-Pakistan Knowledge Corridor PhD Scholarship Program”, established in June 2015 by the U.S. and Pakistani governments. The ten-year plan includes awarding scholarships to 1,000 exceptional Pakistani students to attend U.S. universities.

Virtual learning is an emerging concept in academia and the professional world. In Pakistan, students and professionals are increasingly opting for distance learning to pursue international certifications, diplomas, and degree programs to enhance their career growth, although this trend is not yet widespread. Current inflation rates in Pakistan, along with global inflation and the fluctuating value of the dollar, may influence students’ preferences for virtual learning to further their education and develop professional skills.

DIGITAL MARKETING STRATEGIES

Pakistani students rely heavily on social media as part of the decision-making process to explore international study options, i.e. Facebook, Twitter, Instagram, LinkedIn, Pinterest, YouTube, and TikTok. Facebook, Instagram, and TikTok rank as the top social media sites in Pakistan, with YouTube proving to be an effective and widely used platform. Google is the top search engine among students, followed by other search engines (Bing, Yahoo etc.). Rozee.pk is the most famous job search platform followed by Bayt (https://www.bayt.com/en/pakistan), Jobsalert.pk, Mustakbil (https://www.mustakbil.com), and Indeed. Schools in Pakistan use Google Classroom for online teaching and coordinating student assignments. Zoom is also popular for conducting online classes.

EVENTS

Student recruitment agencies typically organize education fairs and promotional events, where they represent foreign institutions and universities.
    The United States Education Foundation Programs (USEFP) holds events and represents education institutions — https://www.usefp.org/
o    USEFP South Asia tour - organized bi-annually
o    International Education Week – held annually in November
o    Outreach programs to various Pakistani universities
    Dawn Education Expo — https://educationexpo.dawn.com/
    The News Education Expo — https://www.facebook.com/thenewseducationexpo/
    Education Expo Job & Book Fair https://exponazariapakistan.com/

RESOURCES

•    U.S. Commercial Service Pakistan: https://trade.gov/pakistan
•    World Bank Group Pakistan Data: https://data.worldbank.org/country/pakistan
•    Pakistan – Vision 2025: https://www.pc.gov.pk/uploads/vision2025/Vision-2025-Executive-Summary.pdf
•    Ministry of Federal Education and Professional Training: http://mofept.gov.pk/
•    Higher Education Commission of Pakistan: https://www.hec.gov.pk/english/Pages/default.aspx
•    Ministry of Finance: https://www.finance.gov.pk/
•    The United States Educational Foundation in Pakistan (USEFP): https://usefp.org/
•    IIE Open Doors® Report: https://opendoorsdata.org/

U.S. COMMERCIAL SERVICE CONTACT

Muhammad Ayaz Khan, Commercial Specialist
U.S. Commercial Service – Karachi, Pakistan
Phone: +92 21 35275000, Ext: 5794
Email: Muhammad.AyazKhan@trade.gov
Website: https://trade.gov/pakistan

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Peru

QUICK MARKET STATS

Capital: Lima
Population: 32,600,249 (CIA World Factbook 2024 est.)
GDP: $267.6 billion (2023 est.)
GDP Per Capita: $7,909.60 (2023 est)
Currency: Nuevo Sol (PEN)
Language: Spanish (official) 82.9%, Quechua (official) 13.6%, Aymara (official) 1.6%
UNESCO Student Mobility Number: Peru had 41,607 students studying abroad in 2022 according to UNESCO.
U.S. Census Bureau International Database: Approximately 42% of the population in Peru is under 25 years of age.

OVERVIEW

Peru has approximately 8 million school-aged (i.e., 5-16 years old) students and 1.2 million university students. Over the last decade, the country has made progress in education with enrollment levels increasing substantially and access to primary education reaching 70% of students in grades K through 12. However, while access has improved, Peru continues to struggle with the quality of its education. Peru has a learning poverty rate of 56%, which refers to the percentage of students at the age of ten that cannot adequately read or understand simple text.

Education inequality persists, with a student’s place of birth and socioeconomic status largely defining their educational opportunities. Those from isolated or rural areas suffer the most from this inequality.

Internet Accessibility: According to the latest data from Peru’s National Institute of Statistics and Informatics (INEI), as of the second quarter of 2024 internet accessibility in metropolitan Lima reached 91.2%, up 2.2 percentage points from 2023. In contrast, nationwide, accessibility stood at 58.4%, a 3.1-point increase. However, rural areas still lag significantly with only 19.8% of households connected, highlighting a persistent digital divide between urban and rural areas in Peru.

Education Trends: Since 2021, the impact of the Covid-19 pandemic on Peru’s education system has evolved. Initially, there was a notable shift from private to public schools, but by 2024, the situation stabilized, with about 15% of students returning to private institutions. Hybrid education (combining face-to-face and virtual learning) remains popular in 2024, driving investments in technology infrastructure and equipment. However, these costs are high due to the strong U.S. dollar against the Peruvian sol.

Efforts by the Ministry of Education (MINEDU) to lower dropout rates have shown some success. By 2024, the dropout rate at preschool and primary levels has reduced to 1.2%, down from 1.5% in 2021 and 3% in 2020. Secondary school dropout rates have also improved but remain higher than those at earlier education levels. As of 2024, MINEDU notes that around 70% of the 124,533 students who left school between 2020 and 2021 have returned, and the number of students at risk of dropping out has decreased from 347,368 in 2022 to approximately 280,000.

Public Spending on Education: In 2024, Peru’s education investment remains strong with a budget of approximately $10.2 billion, or 19.5% of the national budget. This allocation marks an increase of roughly 13% compared to the 2022 budget, reflecting the government’s continued prioritization of education. As of 2024, Peru ranks 45th globally in annual investment in education, up from 48th in 2022, showing a positive trend in education funding.

SUB-SECTORS

Higher Education: According to the Institute of International Education (IIE) Open Doors® 2023 Report, the number of Peruvian students in the United States has grown to approximately 5,170, marking a nearly 9.5% increase from 2022. In the post-pandemic era, Peruvian higher education institutions have fully embraced hybrid learning, upgrading their digital infrastructure for seamless online and in-person education. Additionally, virtual reality (VR) and augmented reality (AR) technologies are increasingly incorporated into the curricula, particularly in the fields of medicine, engineering, and architecture.

Secondary Education: As of 2024, Peru’s school-aged population (5-16 years old) has grown to approximately 8 million students, with university enrollment reaching about 1.2 million. The middle class remains a significant driver of educational demand, seeking affordable and practical options. Public schools are still managed entirely by MINEDU and are free of charge. There have been improvements in infrastructure and teaching quality due to increased government investment. Private schools continue to operate under MINEDU regulations while maintaining independent management. Tuition fees vary widely, reflecting different levels of offerings, infrastructure, and teacher quality.

Private schools have played a critical role in advancing and enhancing Peru’s education system. According to a 2023 report by Apoyo Consultoría, private education schools now reach 85% of Peruvian provinces, marking a slight increase from 2021. Private schools excel in teacher credentials, student-teacher ratios, extracurricular activities, and infrastructure quality, leading to superior academic performance and lower dropout rates compared to public institutions. Futura Schools and Innova Schools are affordable private school chains that have expanded their operations to 15 provinces as of 2024, up from 10 in 2021. They offer cost-effective alternatives with strong remote learning capabilities and a focus on infrastructure, teaching methods, and assessment practices that set them apart from public schools. Despite these efforts, private education costs remain high relative to average incomes, making them unaffordable for many, given Peru’s GDP per capita of about $7,909 in 2023. To bridge the quality gap between public and private education, the government has initiated teacher training programs and infrastructure improvements in public schools, alongside the rise of “hybrid” schools that merge public and private education elements to offer better quality at more accessible prices. Digital learning platforms have become more widespread, addressing accessibility issues in remote areas. While private schools contribute significantly to Peru’s educational landscape, efforts to improve overall quality and accessibility in both public and private sectors remain ongoing.

OPPORTUNITIES

The private market for education in Peru continues to present significant opportunities for U.S. firms. School networks offering innovative and cost-effective educational solutions are expanding their reach within Peru, creating potential partnerships for foreign companies and organizations.

Peruvian universities have intensified their focus on digitalization to improve hybrid learning environments. Key developments include advanced laboratories and workshops equipped with cutting-edge technology, sophisticated academic software and learning management systems, expanded technology-enhanced classrooms, and improved air purification systems, reflecting ongoing health considerations.

As Peruvian universities continue to expand their geographic reach, U.S. IT companies specializing in educational technology remain well-positioned to offer partnerships through technological support, infrastructure development, best practices in education methods, specialized platforms for instructional design, and data analytics tools for tracking student performance, and personalized learning. Since 2022, investment by foreign universities in the Peruvian education market has grown. Institutions like Universidad de Tarapacá (Chile) and Instituto Tecnológico de Monterrey (Mexico) have entered the market and are creating a competitive landscape.

The U.S. Commercial Service at the U.S. Embassy continues to facilitate connections between U.S. companies and local educational initiatives. In 2024, new opportunities include developing virtual and augmented reality educational content, artificial intelligence-driven adaptive learning platforms, cybersecurity solutions for educational institutions, and integrating green technology into educational infrastructure.

DIGITAL MARKETING STRATEGIES

Peruvian students continue to use various digital platforms for education, with some shifts in preferences. Virtual classrooms primarily utilize Zoom, Microsoft Teams, and Google Meet. While Google remains the main research tool, there’s an increasing trend toward academic databases and AI-powered research assistants. LinkedIn remains the top platform for professional opportunities and YouTube is still the leading streaming platform.
The primary way Peruvian students receive information about educational opportunities abroad is through the international relations offices at their schools and universities, virtual fairs, and webinars. U.S. study state consortia and/or education institutions should primarily utilize LinkedIn and Facebook for their digital outreach.

EVENTS

• International Congress of Educators: https://congresodeeducadores.upc.edu.pe/
February, 2025
• Vocational Guidance Event: https://expouniversidad.pe/
September, 2025

RESOURCES

•    U.S. Commercial Service – Peru: https://www.trade.gov/peru
•    U.S. and Foreign Commercial Service Global Education Team: https://www.trade.gov/education-industry
•    Industry and Analysis, Office of Supply Chain, Professional & Business Services: https://www.trade.gov/professional-and-business-services
•    Peruvian Ministry of Education: https://www.gob.pe/minedu
•    Regional Education Center of Lima: http://www.drelm.gob.pe/drelm/
•    Datosmacro.com - https://datosmacro.expansion.com/estado/gasto/educacion/peru#:~:text=En%202022%2C%20Per%C3%BA%20se%20situ%C3%B3,Econom%C3%ADa%20de%20Per%C3%BA
•    Peruvian National Institute of Statistics: https://www.inei.gob.pe/
•    National Council of Science, Technology and Technological Innovation: https://portal.concytec.gob.pe/index.php/concytec/quienes-somos
•    World Bank: https://datos.bancomundial.org/indicator/NY.GDP.MKTP.PP.CD?locations=PE

U.S. COMMERCIAL SERVICE CONTACT

Laura Robinson, Commercial Assistant
U.S. Commercial Service – Lima, Peru
Phone: +51 967719126
Email: Laura.Robinson@trade.gov
Website: https://www.trade.gov/peru

Jorge Prado, Senior Commercial Specialist
U.S. Commercial Service – Lima, Peru
Phone: +51 956023507
Email: Jorge.Prado@trade.gov
Website: https://www.trade.gov/peru

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Poland

QUICK MARKET STATS

Capital: Warsaw
Population: 38.8 million (CIA World Factbook 2024 est.)
GDP: $811.2 billion (2023 GDP Current $USD)
GDP Per Capita: $22,112.90 (2023 GDP/Capita Current $USD)
Currency: Polish zloty (PLN)
Language: Polish

UNESCO Student Mobility Number: Poland had 24,857 students studying abroad in 2022 according to UNESCO.
U.S. Census Bureau International Database: Approximately 24.2% of the population of Poland is under 25 years old.

OVERVIEW

Before the COVID-19 pandemic, Poland experienced over two decades of mostly consistent economic growth (World Bank., 2022). Following this, the economy resumed its upward trajectory until the pandemic caused a temporary setback. Poland’s GDP per capita purchasing power parity (PPP) an important indicator of the country’s purchasing power, reached approximately $44,100 in 2023, amounting to 82% of the EU average. By 2023, public expenditure on education accounted for 4.55% of GDP, down from 4.92% in 2020, with around 1% specifically allocated to higher education. Science remains underfunded compared to other OECD countries, as education spending has been on a downward trend since 2005 (when it was 5.47% of GDP). In 2022, Poland’s gross domestic expenditure on R&D (GERD) amounted to 44.7 billion PLN, representing 1.46% of GDP, which is significantly below the EU target of 3% (Source of CSO data). This trend underscores the financial constraints faced by Poland’s education sector, impacting scientific research and development initiatives, in particular.

The COVID-19 pandemic and the war in Ukraine have significantly impacted Poland’s economy. COVID-19 disrupted supply chains and led to temporary slowdowns, but the war intensified economic challenges, affecting trade, energy prices, and inflation. Poland, as a neighboring country to Ukraine, faced additional strain from increased refugee support and heightened security concerns. The war also created energy instability, driving up costs, particularly in natural gas, and inflation reached historic highs, affecting both consumers and businesses. These events have collectively tested Poland’s economic resilience (Kępka i Pająk, 2022).

Poland has seen a significant influx of Ukrainian refugees due to the ongoing war, placing additional pressure on the country’s education system. Schools have had to accommodate thousands of Ukrainian children, requiring additional resources, teachers, and language support. While Poland has made efforts to integrate these students, the challenge of providing quality education for both local and refugee children has highlighted existing gaps in the education system, further strained by the broader economic pressures following the pandemic and the war (Świdrowska i Stano, 2024).

Public education is free at all levels in Poland, and the public system is supplemented by private and community schools and universities.

As of 2023, Poland’s education system is primarily overseen by the Ministry of National Education (Ministerstwo Edukacji Narodowej), which is responsible for primary and secondary education. Higher education is overseen by the Ministry of Science and Higher Education (Ministerstwo Nauki i Szkolnictwa Wyższego), which focuses on universities, research funding, and innovation. These two ministries work together to ensure the development of education and research in Poland.

The school system is currently composed of eight years of primary school and four years of general high school, or five years of technical high school. Middle schools were phased out in 2019, due to an educational reform performed by the previous government (Ministry of Science and Higher Education, 2025).

Of the approximately 14,000 primary schools, more than 88.7% are public. 83.9% of pupils attend high schools that culminate with final exams, allowing the students to apply for university education (Central Statistical Office, 2024). An International Baccalaureate certificate is offered by 62 general secondary schools (International Baccalaureate Organization, 2025), making an IB certificate available to just over 1% of all pupils.

The number of students in private schools is steadily growing. The interest in private education boomed in 2020 as the repeated lockdowns of schools revealed the shortcomings of Poland’s public educational system, technology, and quality of teaching (Ile uczniów uczy się w szkołach publicznych, a ile w niepublicznych?, 2023). Monthly tuition fees for non-public schools vary from less than $300 for community schools, to $600-$700 for private schools, and $2,700 or more for high-end international schools (Pensje nauczycieli w górę? Prywatnych też. Przegląd kosztów prywatnej edukacji w Polsce. Czy posłać dziecko do prywatnej szkoły? I czy liczyć „stopę zwrotu”?, 2024).

Approximately 40% of Polish families with children attending private schools have a yearly income exceeding the equivalent of $40,000 U.S. dollars, confirming the population’s growing interest and ability to invest in private education (Our Kids, 2019). The turbulence caused by recent education reforms further increased the interest in private schools, as well as education opportunities abroad.

More than 39% of Poles between the ages of 20-24 attended higher education institutions, making Polish society one of the best educated in the region and surpassing EU education targets (Eurostat, 2025).

The Polish government’s reforms of the higher education system, launched in 2018, aimed to improve the potential of Polish science and the quality of education for undergraduate and graduate students. The reforms also changed funding rules for universities and academic career paths and was supposed to focus on strengthening the ties between science and business.

There are more than 350 higher education institutions located in 97 Polish cities, educating approximately 1.2 million students in total. The most frequently chosen fields of study were Business, Administration, and Law, chosen by 22.6% of all students; Health and Social Care, chosen by 13.7%; Technology, Industry, and Construction, chosen by 12.5%; and Social Sciences, Journalism, and Information, chosen by 14.0% (Central Statistical Office, 2024).

The number of students has decreased slowly but steadily over the last decade. This unfavorable demographic trend is expected to continue. However, Polish universities continue to benefit from the interest of foreign students, the majority of whom come from the Ukraine (43.1% of all foreign nationalities), Belarus, Turkey (Central Statistical Office, 2024). In 2019, there were 899 students from the United States, but in 2022 the number dropped to 303 students.
English is the most common foreign language taught at schools in grades 1-12 and in universities. It is commonly spoken by youth and young adults that have attended high school or higher education institutions. Private language schools offering English courses and summer programs are also popular. In 2021, there were over 19,400 private language schools in 2021, and it is estimated that 240,000 students study English at these schools (The language school market in Poland, 2022).

SUB-SECTORS

Higher Education: Poland was the 8th largest country in the European Union for sourcing students to study in the United States, according to the IIE Open Doors® 2024 Report. Most Polish students take advantage of European programs, making Western Europe the primary destination for studying abroad.

According to the IIE Open Doors® 2024 Report, in the 2023-2024 academic year there were 1,661 Polish students studying in the United States, a 4.8% increase over the previous year. The top five destination states are New York, California, Massachusetts, Florida, and Illinois.

Source: Open Doors® 2024 Report

Polish Students in the U.S. by U.S. Institution Type 2023-2024	Percentage
Associate’s (2-Year) Colleges	6.4%
Baccalaureate (4-Year) Colleges	5.9%
Doctorate-Granting Universities	70.1%
Master’s Colleges and Universities	14.7%
Special Focus Institutions	2.9%

Source: Open Doors® 2024 Report

Polish Students in U.S. by Academic Level and Year-on-Year Change:

Academic Level	Share of Students	Number of Students	Percent Year-to-Year Change
Undergraduate	48.9%	813	8.8%
Graduate	29.0%	482	0.2%
Non-Degree	8.3%	138	-2.1%
OPT	13.8%	228	5.6%

Source: IIE Open Doors® 2024 Report

Undergraduate: According to the IIE Open Doors® 2024 Report, nearly half of all Polish students in the United States pursue undergraduate studies.

Community College: Despite promotion efforts by the U.S. Government, knowledge of community college opportunities is still limited in Poland.

Graduate Education: Polish students usually obtain institutional support for graduate studies in the United States, and seldom bear the costs themselves. Graduate education and post-graduate studies have strong support from the Fulbright Commission. Since 2016, the Polish-U.S. Fulbright Commission has facilitated links between Polish and U.S. higher education institutions through study abroad initiatives funded by State Department study abroad grants. Additional details about this program are available on the Fulbright website (https://en.fulbright.edu.pl/news/).

Partnerships between Polish and U.S. universities and their faculties, provide for curriculum cooperation, exchange of lecturers, and student exchanges or scholarship programs.

Secondary Education: The reform of Poland’s education system has resulted in an increased interest in non-public education. It has also contributed to growing interest in investing, on a commercial basis, in studying abroad.
The United States is the second most popular destination for high school students studying abroad, following the United Kingdom. Polish youths usually attend school abroad to master their English language skills, including specialized vocabulary necessary for their future academic experiences.

Online Programs: Before COVID-19, online programs were not very popular in Poland, although universities allowed up to 60% of programs to be delivered through the e-learning system. Some universities offer comprehensive online studies of selected programs to Polish students, thanks to a direct cooperation between U.S. and Polish universities. Despite cost-efficient e-learning abroad gaining popularity, it is generally less attractive to students than regular studies.

Research and Development: Recent higher education reforms and new innovative laws implemented by the Polish government are aimed at boosting the scope and quality of research and development programs. In 2019, ten research universities were selected to receive increased education subsidies in 2020-2026, allowing them to further improve the quality of research and education programs, with the goal of making Polish universities more competitive in Poland and in the foreign markets.

The Polish government also introduced robust tax incentives for commercial enterprises investing in research and development, encouraging them to closely cooperate with universities.

Professional Training Services: In cooperation with business, universities started offering dual education as well as degrees based on project implementation programs (National Centre for Research and Development Website, 2024).
The development of new technologies and shortages of qualified employees have forced employers to provide training services for their existing and future personnel, especially in emerging professions.

Education Technology: Poland offers promising opportunities for foreign education technology companies. The government has been investing in digital education, supporting initiatives like “Active Blackboard” and various EU-funded projects to equip schools with modern technologies. This creates a need for tools that enhance teaching, including platforms for training educators in digital methods (Ministry of Digitalization, 2024).

EdTech focused on STEM and coding education also has strong potential. Programs aimed at teaching children coding and technical skills align with Poland’s priorities, as do solutions for IT upskilling for the workforce. Online tutoring platforms are growing in popularity as parents look for personalized learning options for their children, a trend accelerated by the COVID-19 pandemic (Ministry of National Education, 2023).

However, U.S. companies must navigate challenges such as regulatory requirements, including compliance with Polish and EU data privacy laws like GDPR. The market is competitive, with local EdTech startups actively innovating, and price sensitivity means that affordable pricing models, such as subscriptions or freemium options, are often more appealing.

To succeed, foreign companies should consider strategies like partnering with local schools, universities, or businesses; collaborating with Polish startups or distributors; and leveraging EU grants for innovative educational solutions. By tailoring offerings to local needs and ensuring language localization, foreign EdTech firms can tap into Poland’s dynamic education market and its increasing demand for digital tools.

OPPORTUNITIES

As of November 2019, Poland became eligible for visa waiver status, making the United States more accessible for Polish citizens. Even though Polish students still need visas to study, and to participate in the Summer Work Travel Program and other exchange programs, it is expected that a boom in tourist and business travel will eventually translate into increased interest in acquiring U.S. education.

Poles hold U.S. education in high esteem; however, they need more information to successfully navigate the U.S. education system, admissions and visa procedures, and scholarship opportunities. the U.S. Commercial Service assists individual U.S. educational institutions in promoting U.S. education by identifying Polish partners, agents, schools, universities, or commercial companies.

Barriers preventing more Polish students from studying in the United States are the cost of study and the physical distance. Most Polish students seek direct scholarship opportunities or academic exchange programs.
It is recommended that travel agencies specialized in education abroad and English language programs that recruiting for short-term educational programs, also include opportunities for students to take classes at the hosting university.

U.S. colleges and universities may partner with established educational agencies who specialize in international student recruitment. However, it should be noted that there are a limited number of education agents that are active in Poland.

Polish universities are usually reluctant to support student recruitment unless this is done under their existing university-to-university cooperation or a wider program. Polish universities usually list their foreign education partners on their websites.

DIGITAL MARKETING STRATEGIES

Social networking sites, especially Instagram and TikTok, are integral to the lives of almost all young people in Poland. These platforms serve not only as spaces for entertainment and social interaction but also as primary sources of information. As a result, they are powerful tools for education recruitment purposes, enabling institutions to connect directly with prospective students through engaging and visually appealing content.

When it comes to educational systems, most Polish universities rely on the locally developed USOS platform, created by the Inter-Academic Information Technology Center. This platform is widely adopted, with most universities either being shareholders or associated members. Universities typically interface their individual platforms with USOS to provide students with seamless access to course materials, schedules, and administrative resources.

Polish students use platforms like LinkedIn or Pracuj.pl to search for job opportunities and internships, particularly as they approach graduation. For academic or professional research, Google and YouTube are the go-to platforms. YouTube is especially favored for tutorial-style content, making it an effective medium for educational outreach.

Educational institutions aiming to market to Polish students should prioritize engaging, shareable content on Instagram and TikTok while maintaining a professional presence on LinkedIn. They should also explore targeted ads, influencer collaborations, and webinars to build trust and visibility.

EVENTS

Poland International Education Fair
March 7-8, 2025
Warsaw, Poland
http://perspectives.pl/
There are also many smaller fairs with regional outreach; information is available upon request.

RESOURCES

•    U.S. Commercial Service – Poland: https://www.trade.gov/poland
•    Ministry of National Education: https://www.gov.pl/web/edukacja
•    Ministry of Science and Higher Education: https://www.gov.pl/web/science
•    National Agency for Academic Exchange (NAWA): https://nawa.gov.pl/en/
•    National Science Center (NCN): https://www.ncn.gov.pl/en/
•    Polish-U.S. Fulbright Commission: https://fulbright.edu.pl/
•    Kościuszko Foundation’s Program for Advanced Study, Research and/or Teaching: https://educationusa.state.gov/scholarships/kosciuszko-foundations-program-advanced-study-research-andor-teaching
•    EducationUSA advising centers in Poland: https://pl.usembassy.gov/education-culture/; https://educationusa.pl/
•    The National Centre for Research and Development: https://www.gov.pl/web/ncbr
•    (Central Statistical Office, 2025)

Works Cited

Central Statistical Office. (2024). Education in the school year 2023/2024 (preliminary results). Gdańsk: The Central Statistical Office.
Central Statistical Office. (2024). Szkolnictwo wyższe w roku akademickim 2023/2024. Gdańsk: Central Statistical Office.
Central Statistical Office. (2025). Research and experimental development in Poland 24.10.2023.
Eurostat. (2025, 03 13). Students in tertiary education - as % of 20-24 years old in the population. Retrieved from Eurostat: https://ec.europa.eu/eurostat/databrowser/view/educ_uoe_enrt08/default/table?lang=en
Ile uczniów uczy się w szkołach publicznych, a ile w niepublicznych? (2023, 03 26). Retrieved from Ciekaweliczby: https://ciekaweliczby.pl/szkoly_publiczne_niepubliczne_2022/
International Baccalaureate Organization. (2025, 03 14). Find an IB World School Web Page. Retrieved from IBO Web Site: https://www.ibo.org/
Kępka, A., & Pająk, N. (2022). The Impact of the War in Ukraine on the Inflation Rate in Poland. Zeszyty Naukowe Wydziału Ekonomicznego Uniwersytetu Technologiczno-Humanistycznego im. Kazimierza Pułaskiego w Radomiu, 59-72.
Ministry of Digitalization. (2024, 12 20). Retrieved from Kompetencje cyfrowe Web site: https://kompetencjecyfrowe.gov.pl/aktualnosci/wpis/nauczyciele-w-programie-rozwoju-kompetencji-cyfrowych
Ministry of National Education. (2023, 06 16). Retrieved from Website of the Republic of Poland: https://www.gov.pl/web/edukacja/podstawowe-kierunki-realizacji-polityki-oswiatowej-panstwa-w-roku-szkolnym-20232024
Ministry of Science and Higher Education. (2025, 03 14). Retrieved from Website of the Republic of Poland: https://www.gov.pl/web/nauka/wdrazanie-reformy
National Centre for Research and Development Website. (2024, 08 07). Retrieved from Website of the Republic of Poland : https://www.gov.pl/web/ncbr/uczelnie-zapewnia-kadry-dla-nowoczesnej-gospodarki-projekty-ruszyly
Our Kids. (2019). Raport o szkolnictwie niepublicznym w Polsce. Warsaw: Our Kids.
Pensje nauczycieli w górę? Prywatnych też. Przegląd kosztów prywatnej edukacji w Polsce. Czy posłać dziecko do prywatnej szkoły? I czy liczyć „stopę zwrotu”? (2024, 02 23). Retrieved from Subiektywnie o Finansach: https://subiektywnieofinansach.pl/przeglad-kosztow-prywatnej-edukacji-w-polsce/#:~:text=%C5%9Arednie%20czesne%20w%20prywatnych%20liceach,program%20nauczania%20czy%20wyposa%C5%BCenie%20plac%C3%B3wki.
Świdrowska, E., & Stano, K. (2024, January 29). Refugee students from Ukraine in Polish schools. Warsaw: Center for Citizenship Education. Retrieved from Unicef Web site: https://www.unicef.org/eca/press-releases/educational-integration-refugee-children?utm_source=chatgpt.com
The language school market in Poland. (2022, 08). Retrieved from ActiveNow: https://activenow.io/rynek-szkol-jezykowych/
World Bank. (2022). Poland Country Economic Memorandum: The Green Transformation in Poland – Opportunities and Challenges for Economic Growth (English). Washington, D.C.: World Bank Group.

U.S COMMERCIAL SERVICE CONTACT

Malgorzata Blaszczak-Salvacion, Commercial Specialist
U.S. Commercial Service Poland | U.S. Embassy Warsaw
Phone: +48 22 625 4374 (Commercial questions only, visa questions cannot be answered)
Email: Malgorzata.Blaszczak-Salvacion@trade.gov
Website: https://www.trade.gov/poland

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Romania

QUICK MARKET STATS

Capital: Bucharest
Population: 18,148,155 (CIA World Factbook 2024 estimate)
GDP: $350.78 billion (2023 GDP Current $USD)
GDP Per Capita: $18,404.30 (2023 GDP/Capita Current $USD)
Currency: Romanian Leu (RON)
Language: Romanian (official) 91.6%, Hungarian 6.3%, Romani 1.2%, other 0.7% (2021 est.)

UNESCO Student Mobility Number: Romania had 31,597 students studying abroad in 2022 according to UNESCO.

U.S. Census Bureau International Database: Approximately 25.9% of the population in Romania is under 25 years old.

OVERVIEW

Romania’s education system is evolving rapidly, presenting numerous opportunities for international collaboration. With ongoing efforts to modernize infrastructure, enhance curriculum standards, and expand access to quality education, the sector is poised for growth. The system is structured across multiple levels: early childhood education, primary and secondary education, vocational and technical education, higher education, and adult education.

Romania’s higher education institutions, many of which are internationally recognized, offer programs in various fields, fostering a growing environment for research, innovation, and academic exchange. Additionally, the government’s focus on digital transformation in education creates opportunities for partnerships in e-learning technologies, STEM education, and teacher training. While challenges such as reducing dropout rates and aligning curricula with labor market demands persist, these gaps present avenues for international organizations to contribute expertise and resources.

In 2024, Romania’s performance at the International Mathematical Olympiad (IMO) and the International Olympiad in Informatics (IOI) showcased continued excellence. At the 2024 IMO, Romania ranked 12th out of 108 countries, earning one gold medal, four silver medals, and one bronze medal. While at the IOI competition, the Romanian team secured notable results, earning one gold medal and three bronze medals, ranking 10th globally. (https://www.imo2024.uk/)

For the 2024-2025 academic year, the Fulbright program in Romania (https://fulbright.ro/) continues to support Romanian students pursuing studies in the United States, offering grants for research and academic training across diverse fields. Approximately 10 awards are granted annually, although the number varies based on available funding. The program covers tuition, a monthly stipend for living expenses, health insurance, and round-trip travel costs. Funding for 2024-25 is capped at $46,300 for nine months, with an additional $1,800 for travel expenses.

Romanian Fulbright grantees in 2024 span a wide range of disciplines, including food science, international law, urban development, and applied linguistics. Notable placements include Harvard University, Yale University, Stanford University, and Columbia University, showcasing the program’s strong academic partnerships. Fields of study reflect a mix of research and master’s programs, emphasizing the program’s focus on fostering academic and professional growth.

According to the OECD, the Romanian government is prioritizing funding in critical areas such as technology integration, teacher training, and initiatives aimed at reducing dropout rates. This presents a unique opportunity for U.S. educational institutions to explore partnerships, technology-driven solutions, and exchange programs. Additionally, Romania boasts 17 International Baccalaureate Schools, with a complete list of those institutions available upon request.

SUB-SECTORS

Higher Education: Romania follows the Bologna scheme, where most of its tertiary-level programs are comprised of three cycles: a three-year bachelor’s degree, followed by a two-year master’s degree, and a three-year doctoral degree. However, some programs take longer to complete. For example, those in engineering fields are four-year programs. Also, medical and architectural degrees are six-year programs where the bachelor’s and master’s degrees are combined. Master’s programs are a prerequisite for admission to Ph.D. programs.

Vocational education is handled by post-secondary schools, with programs lasting two years.

Romania currently ranks as the 71st leading place of origin according to the IIE Open Doors® 2024 Report on International Educational Exchange. In the academic year 2023/2024, there were 902 Romanian students studying in the United States reflecting a 3% increase over the previous academic year. The report shows the following:

•    Undergraduate: 425 students enrolled in undergraduate education, 47.1% of the total and an increase of 10.7% from the previous year.
•    Graduate: 258 students enrolled in graduate education, 28.6% of the total and a decrease of 10.4% from the previous year.
•    Non-Degree Studies: 55 students enrolled in non-degree programs, 6.1% of the total and an increase of 34.1% from the previous year.
•    Optional Practical Training (OPT): 164 students enrolled in OPT programs, 18.2% of the total and an increase of 0.6% from the previous year.

Fields of Study: STEM disciplines remain a popular choice, reflecting a global trend. Many Romanian students focus on engineering, math, and computer science, aligning with the growing demand for expertise in these areas.

Undergraduate Education: Romanian students participating in undergraduate programs continue to primarily focus on STEM fields, reflecting a global trend where 56% of all international students are enrolled in science, technology, engineering, and mathematics courses, according to the IIE Open Doors ® International Student Census for the academic year 2023/24 (https://opendoorsdata.org/wp-content/uploads/2024/11/OD24_Presentation_Print_2024-11-12.pdf.) Business and management programs are also popular choices.

Graduate Education: Although graduate enrollments for Romanian students decreased by 10.4% in the 2023/24 academic year, there are still significant numbers of Romanian students pursuing advanced degrees in engineering, computer science, and data analytics, aligning with global trends where graduate-level STEM fields dominate. The steady interest in research and professional opportunities in these areas continues to drive growth among Romanian graduate scholars.

Trends and Insights: Overall, international student mobility to the United States grew by 7%, reaching 1.1 million, with STEM fields accounting for over half of enrollments. Romanian students are contributing to this trend, focusing on highly sought-after disciplines that offer strong career prospects. This aligns with global increases in computer science and engineering enrollments, areas that are particularly attractive due to evolving job market demand.

Secondary Education: Romania has a robust demand for secondary education reform, focusing on reducing disparities in rural and urban areas. International curricula like the International Baccalaureate (IB) and Cambridge programs are gaining popularity.

Online Programs

The pandemic accelerated the adoption of online learning platforms across all levels of education. Hybrid models combining in-person and online learning are becoming the norm.

Research and Development: Research and Development in education in Romania is seeing incremental growth, supported by national and international collaborations.
•    Digital Transformation and Technological Integration: Romania is focusing on incorporating modern technology in education, such as digital learning tools and platforms. A recent European Commission-supported project aims to integrate digital resources into teaching practices and enhance teachers’ capacities for digital education. These efforts are designed to prepare students for a tech-driven global workforce. Major U.S. technology companies are collaborating with universities in Romania by opening laboratories and initiating projects.
•    Social and Emotional Learning: In 2024, the Romanian Ministry of Education, in collaboration with UNICEF and the European Commission, launched the “Policies and Resources for Safe and Supportive Schools” project (https://www.unicef.org/romania/press-releases/european-commission-ministry-education-and-unicef-join-forces-promoting-healthy-and). This initiative focuses on mental health, social-emotional learning, and the responsible use of technology in schools. The program includes the development of toolkits for teachers, training programs, and a pilot program in 8-10 schools.
•    STEM and Technical Education: The Romanian government, in partnership with European institutions, is emphasizing STEM education to align with international standards. Efforts are being made to strengthen ties between universities and industry to better prepare graduates for the labor market.
•    Funding and EU Collaboration: A significant portion of R&D in education is supported by European Union funds. These initiatives focus on inclusive education, addressing socio-economic disparities, and supporting rural schools to improve overall educational outcomes.

Professional Training Services: Corporate training and upskilling programs in IT, engineering, and language proficiency are in high demand. U.S.-based training providers can explore partnerships with local firms.

Education Technology: The EdTech sector is expanding, with demand for tools that support online learning, assessment, and personalized education. U.S. companies specializing in AI-driven EdTech solutions will find strong opportunities.

OPPORTUNITIES

•    Higher Education
o    Increase awareness and enrollment in U.S. universities.
o    Organize virtual fairs to connect U.S. institutions with Romanian students and establish partnerships with local high schools and universities for exchange programs and dual degree opportunities.
•    Secondary Education
o    Introduce internationally recognized curricula.
o    Develop and promote U.S.-accredited programs in Romanian secondary schools and implement teacher training initiatives to enhance educational standards.
•    Online Education Programs
o    Expand access to high-quality online education.
o    Promote specialized certification programs offered by U.S. institutions, tailored to Romanian students and professionals.
•    Research & Development (R&D)
o    Strengthen academic collaboration between Romania and the United States.
o    Establish joint research centers focusing on fields such as technology, engineering, and environmental science, fostering innovation and cross-cultural academic exchanges.
•    Professional Training
o    Address workforce skill gaps.
o    Offer certifications and training programs in high-demand sectors such as IT, business management, and project leadership to enhance employability.
•    Education Technology
o    Improve digital literacy and access to modern learning tools.
o    Provide interactive edtech platforms and tools to schools and universities.

Digital Marketing Strategies

•    Platforms Used by Students: Facebook, Instagram, and TikTok are widely used, while LinkedIn is popular for job-related searches.
•    Research Methods: Students rely on Google, YouTube, and forums to research education opportunities.
•    Job Search Platforms: LinkedIn and local job boards like BestJobs and eJobs.
•    Video Streaming: YouTube dominates the video streaming landscape.
•    Competitor Outreach: Countries like Germany and the UK use targeted ads on social media and collaborate with local influencers to attract Romanian students.
•    Recommendations: U.S. institutions should leverage social media for short, engaging content. Collaboration with Commercial Service Romania for webinars and virtual counseling can help your organization reach your goals.

EVENTS

• Romanian International University Fair (RIUF) (https://iuf.world/ro/): A premier education fair connecting students with global institutions.
• EduFair Romania (https://www.educationfair.net/event/world-education-fair-romania/): Focused on high school students exploring international study options.

RESOURCES

•    U.S. Commercial Service Romania: https://trade.gov/romania
•    U.S. Commercial Service Global Education Team: https://trade.gov/education-industry
•    EducationUSA Romania: https://educationusa.state.gov
•    Open Doors® Report on International Education Exchange: https://opendoorsdata.org/wp-content/uploads/2024/11/OD24_Presentation_Print_2024-11-12.pdf
•    UNICEF: https://www.unicef.org/romania/press-releases/european-commission-ministry-education-and-unicef-join-forces-promoting-healthy-and
•    Fulbright Romania: https://fulbright.ro/grants-for-romanian-citizens/current-grantees/
•    UNESCO Documentation: https://unesdoc.unesco.org/ark:/48223/pf0000390364
•    Ministry of Education, Romania: https://www.edu.ro
•    Fulbright Commission Romania: https://www.fulbright.ro
•    RIUF - Romanian International University Fair: https://www.riuf.ro
•    Romanian American Foundation: https://rafonline.org

U.S. COMMERCIAL SERVICE CONTACTS
Alina Capat, Commercial Specialist
U.S. Commercial Service – Bucharest, Romania
Phone: +4 021 200 3397
Email: Alina.Capat@trade.gov
Website: https://trade.gov/romania

* (The American International School of Bucharest AISB currently enrolls over 900 students from 65 nationalities and has a faculty and staff of over 290 dedicated professionals representing 13 countries. Two expansion plans are currently underway.)

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Serbia

QUICK MARKET STATS

Capital: Belgrade
Population: 6,652,212 (CIA World Factbook 2024 estimate)
GDP: $81.34 billion (2023 GDP Current $USD)
GDP Per Capita: $12,281.50 (2023 GDP/Capita Current $USD)
Currency: Serbian Dinar (RSD)
Language: Serbian (official) 88.1%, Hungarian 3.4%, Bosnian 1.9%, Romani 1.4%, other 3.4%, undeclared or unknown 1.8% (2011 est.)

UNESCO Student Mobility Number: Serbia had 14,600 students studying abroad in 2022 according to UNESCO.

U.S. Census Bureau International Database: Approximately 25.3% of the population in Serbia is under 25 years old.

OVERVIEW

The levels of education in Serbia are preschool, primary school, secondary school and higher education. The educational system is regulated by the Ministry of Education.

In 2005, the Ministry committed to comprehensive educational reforms, which included the implementation of the Bologna Process, which seeks to bring more consistency to higher education systems across Europe. The average tuition fee for one year of study is €1,000-€2,500 for public universities and between €1,500-€3,000 euros for private universities. However, this implementation has resulted in several challenges, notably the introduction of high tuition fees at public universities, which are being used to offset the costs associated with implementing the process and that the implementation was not comprehensive. Each university and college determined for itself the level of application in practice. To date, the complete transition to Bologna has not been fully implemented to date.

The Serbian government adopted the Strategy for the Development of Education 2030, which aims to enhance educational quality and boost student participation in educational programs. Building upon its predecessor, the Strategy aligns more closely with international standards and legislation and promotes international collaboration and student mobility.

The most popular faculties in Serbia, based on undergraduate student’s enrollment data, are the Faculty of Organizational Sciences, the Faculty of Mathematics, the Faculty of Medicine, and the Faculty of Electrical Engineering. It is believed that the popularity of these faculties is related to the ease of getting a job abroad and receipt of good wages.

It should be mentioned that “traditional” disciplines, such as law, economy and social sciences, are still highly respected.

Currently, most students enrolled in the universities are financed by the government but the Ministry of Education is considering changing the system of government financing.

In 2024, UNESCO reported that the top six markets for Serbian students were:
1.    Hungary – 2,238
2.    Bosnia – 1,538
3.    Austria – 1,462
4.    Slovenia – 1,356
5.    Germany – 1,309
6.    United States – 985

SUB-SECTORS

Higher Education: Universities are autonomous institutions of higher education that provide a comprehensive range of study courses across various levels and disciplines. These institutions are typically composed of distinct faculties. To secure accreditation, universities must offer study programs at all levels in at least three fields of study.

Types of Studies:

Academic studies
In Serbia, the three-cycle system of academic studies includes:
•    Bachelor studies, usually a 4-year program requiring 240 European Credit Transfer and Accumulation System (ECTS), although some 3-year/180 ECTS Bachelor programs are also available,
•    Master studies last 1-2 years and require 60 to 120 ECTS, and
•    Doctoral studies (PhD)usually require a minimum of 3 years of study or 180 ECTS.

Applied studies
The two-cycle applied (vocational) studies consists of:
• Bachelor applied studies, which last three years and require 180 ECTS,
• Specialist applied studies, require 60 ECTS and last one year, and
• Master applied studies, which last two years and require 120 ECTS.

All higher education institutions must be accredited to obtain a license issued by the Ministry of Education, Science and Technological Development. Private higher education institutions (not founded by the state) have the same status as public ones.

Lower Education Levels:

    Preschool education - – This includes the education of children of preschool age, usually six months before they start primary school. There are public and/or private preschool options. Additionally, some primary schools offer preschool programming. In the 2024/2025 academic year, 195,731 children attended some form of preschool program in 560 establishments.
    Primary education – By law, every child is entitled to free and quality education in public schools. Primary education is compulsory, lasts eight years and is realized in two educational cycles. The first cycle includes first, second, third and fourth grade, and the second cycle includes fifth, sixth, seventh and eighth grade. Since the beginning of the 2024/25 academic year, 544,088 students attend 1,275 elementary schools.
    Secondary/ High school - In the 2024/25 academic year, 581 establishments educated more than 221,000 students. While primary schooling is required, secondary schooling is not compulsory and lasts from three to four years (grades). Students usually enroll in high school at the age of 15, after finishing elementary school.
    Dual Education - Dual education is a vocational model of teaching, where students take classes and work with a local employer to acquire knowledge and build skills in order to obtain certifications. More than 9,000 students enrolled in dual education in the 2024/25 academic year.

OPPORTUNITIES

According to the IIE Open Doors® 2024 Report for the 2023/2024 academic year 894 Serbian students enrolled in U.S. institutions. Traditionally, the top receiving states are those with large Serbian communities/diaspora. The most popular states are Illinois, New York, California, Florida, and Massachusetts.

The U.S. Commercial Service can assist education providers interested in expanding their presence or entering the Serbian Market through several export promotion activities. In addition, there are several international exchange programs between the United States and Serbia. The Public Affairs Section of U.S. Embassy Belgrade administers several educational exchange programs for Serbian students:

Exchange opportunities for high school students:
•    Benjamin Franklin Transatlantic Fellowship
•    FLEX (Formerly A-SMYLE) Future Leaders High School Exchange Program

Academic exchange opportunities:
•    Global UGRAD Exchange Program
•    Fulbright Foreign Student Program
•    Fulbright Scholar-in-Residence Program
•    Fulbright Visiting Scholar Program

The most popular programs for studying in the United States are FLEX for high school students and Global Undergraduate Exchange Program and Fulbright Program for higher education.
Considering the economic situation in Serbia, Serbian students are most receptive to fully funded scholarships.

E-learning: As U.S. educational institutions expand their on-line courses, Serbian students may be interested in earning credits. However, one challenge is the time zone difference between the United States and Serbia.

Digitization in education
Digitization in education is a strategic goals of the Serbian government in the following three basic activities:
•    Building human and institutional capacity.
•    Equipping schools with ICT infrastructure and internet accessibility.
•    Creating and establishing electronic services and resources (JISP, Es-Dnevnik, and digital textbooks).

All three of these activities contain several sub-activities that, implemented together, provide additional learning opportunities and improve the educational experience of students.

Intensive English Language Programs: Serbian students are taught English as a second language from the early grades of elementary school. However, English proficiency is generally not achieved. English language instruction is a good niche for the U.S. English Language Programs for high school students attending public schools.

EVENTS

• Education Fair organized by Ministry of Education (October)
• EduFair (March)

RESOURCES

•    U.S. Commercial Service – Serbia: https://www.trade.gov/serbia
•    U.S. Commercial Service Global Education Team: https://trade.gov/education-industry
•    U. S. Embassy web page: https://rs.usembassy.gov/exchange-programs/#opportunities
•    The Government of the Republic of Serbia: https://www.srbija.gov.rs/
•    Statistical Office of the Republic of Serbia: https://www.stat.gov.rs/sr-Latn/oblasti/obrazovanje/predskolsko-vaspitanje-i-obrazovanje
•    UNESCO: http://uis.unesco.org/en/uis-student-flow
•    CIA World Factbook: https://www.cia.gov/the-world-factbook/countries/serbia/#people-and-society
•    European Commission European Education Area: https://education.ec.europa.eu/study-in-europe/countries/serbia
•    Serbian Ministry of Education: https://prosveta.gov.rs/kategorija_dokumenata/strategije/
•    Ministry of Education Open Data Portal: https://opendata.mpn.gov.rs/
•    IIE Open Doors: https://opendoorsdata.org/

U.S. COMMERCIAL SERVICE CONTACTS

Aleksandra Malisic, Commercial Specialist
U.S. Commercial Service – Belgrade, Serbia
Phone: +381 11 7000 4162
Email: aleksandra.malisic@trade.gov
Website: https://www.trade.gov/serbia

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Singapore

QUICK MARKET STATS

Capital: Singapore
Population: 6,028,459 (CIA World Factbook 2024 est.)
GDP: $548.68 billion (2024 GDP Current $USD)
GDP Per Capita: $90.689 (2024 GDP/Capita Current $USD)
Currency: Singapore dollar (SGD)
Language: English (official), Mandarin (official), Malay (official), and Tamil (official)
UNESCO Student Mobility Number: Singapore had 21,666 students studying abroad in 2023 according to UNESCO.
U.S. Census Bureau International Database: Approximately 27.3% of the population in Singapore is under 25 years old.

OVERVIEW

Singapore is recognized as a global education leader and ranked as one of the finest in the world for its quality and consistency in producing students who are rated among the best in literacy, reading, mathematics, and science. With a population of approximately 6 million, Singapore has been the preferred destination for nearly 80,000 (https://www.thinkchina.sg/society/singapore-becoming-preferred-study-destination-affluent-asian-families) international students from throughout the world. Singapore’s well-known for its strong alignment with the job market and constantly adapts to changing industry demands to ensure graduates have the skills relevant to the local economy.

Singapore has recruited several outstanding international institutions to open campuses in Singapore in order to sustain its growth and reputation for high-quality education, including MIT, Johns Hopkins University, Georgia Technological University, the University of Chicago Booth School of Business, INSEAD, and the Wharton School of Business at the University of Pennsylvania (https://www.mfa.gov.sg/Overseas-Mission/Vientiane/Studying-in-Singapore). Local universities and colleges frequently form partnerships for research collaboration, joint degrees, and exchange programs with overseas universities. However, due to the competitive nature of higher education in Singapore, nearly 22,000 Singapore students traveled overseas to further their studies in 2023, according to UNESCO.

The United States is a popular destination for local students due to the strong technology, business, and liberal arts education tracks; however, the strengthening of the U.S. dollar and concerns about the acceptance of Singaporean students at U.S. universities has caused student numbers to remain flat compared to other countries, such as the United Kingdom, Australia, Canada, China, Japan, and New Zealand . Some of the reasons students in Singapore choose these destinations are due to cost of tuition, and living expenses, proximity to home and peer influence from family and friends. There are also looking to work and live in these countries after completing their studies (https://www.straitstimes.com/ singapore/gen -zers-do-not-want-to-just-study-overseas-but-also-work-and-live-abroad). Despite this, U.S. higher education providers can expect favorable recruitment figures from Singapore for institutions that are internationally well-ranked and/or strategically marketed.
U.S. universities and colleges will find a receptive market in Singapore, provided they are willing to invest in long-term branding and marketing with accredited programs in disciplines that offer strong career growth and high-income potential. Additionally, Singapore is also a gateway to the ASEAN region which makes it an ideal location for U.S. universities to enjoy the amplifying effect and reach to the ASEAN market.

SUB-SECTORS

Higher Education: Based on international student data from the IIE Open Doors® 2024 Report, Singapore had 4,574 students studying in the United States during the 2023-2024 academic year, which is almost one- quarter of the total Singaporeans studying overseas. Here are the numbers of Singaporean students studying in the United States over the past few years:

Academic Year	Number of Singaporean Students Studying in the U.S.	Percentage Change from Previous Academic Year
2021-2022	3,901	9.6%
2022-2023	4,484	14.9%
2023-2024	4,574	2.0%

Source: IIE Open Doors® 2024 Report

Out of the 4,574 students, 35.4% pursued undergraduate courses, 32.9% graduate courses, while the remainder were mainly pursuing optional practical training (OPT), with about 9.1% studying in non-degree courses in the academic year 2023-2024 (IIE Open Doors® 2024 Report). There is no demand for secondary or high school education, while online programs are mostly pursued by adult students for distance learning or skills upgrading. Several degree programs have become increasingly important and are expected to see increased demand from Singaporean and third-country students studying in Singapore. These include: (https://www.skillsfuture.gov.sg/docs/default-source/skills-report-2023/sdfe-2023.pdf)
•    Technology and Digital Innovation
•    Business and Finance (Green Economy)
•    Advanced Manufacturing, Engineering, and Infrastructure
•    Life Sciences (including Sports Science) and Healthcare
•    Environmental and Sustainability Studies
•    Media, Design, and Arts
•    Education and Social Sciences
•    Law and Policy
•    Supply Chain and Logistics

Singapore’s education market emphasizes, supports, and values higher education and the upgrading of skills. The government awards funding for Singaporean workers to continually receive training to upgrade and sharpen their skill sets and be more knowledgeable in a globalized economy. Many government agencies and private sector companies offer full scholarships for top students in Public Service, Digital Communication, Data Science, Economics, Engineering offer full scholarships for top students in Public Service, Digital, Communication, Data Science, Economics, Engineering (https://www.scholarshipguide.com.sg/scholarship/singapore-government-scholarship-msf) to pursue their undergraduate and graduate studies in foreign universities, including in the United States. In 2015, the government launched the SkillsFuture, an initiative to empower individuals to take ownership of lifelong learning and skills development, preparing the workforce for a rapidly changing economy. Singaporean citizens aged 25 and above receive various course fee subsidies to reskill or upskill according to evolving job demands.

Primary and Secondary Education: The mandatory school age for Singaporeans begins at 7 years old. A pre-school education is available for children under 6 years old to prepare them for formal schooling. There are more than 1,800 pre-schools and the Ministry of Education plans to add new establishments. This is to emphasize the importance of starting a child’s learning journey early, so they have a head start when they begin mandatory schooling.

For boarding schools, there is limited interest from Singaporeans since parents are not as keen to have their children leave home for an extended period at such a young age. Moreover, Singaporean male citizens must do compulsory national service, and if they are out of the country from 13-14 years old onwards, they must apply for exit permit, which comes with a financial bond. U.S. boarding schools can instead tap the community of expat students studying in Singapore as some of them have expressed interest in attending boarding schools abroad.

Professional Training Services: Professional training services are becoming more popular, especially with multinational corporations (MNCs) and larger companies in Singapore, though there is a lot of competition. Courses such as leadership, project management, six sigma, digital transformation, and continuous improvement are the most common ones being offered by various local and even foreign companies who have a presence in Singapore. Small- and medium-sized enterprises (SMEs) who want to have their staff undergo such courses, leading to professional development credits, usually apply for government grants to cover the cost. However, mentoring courses are not so widely attended due to the more hierarchical Asian culture.

OPPORTUNITES

Singapore’s education system is well-known for its quality, making it a destination of choice amongst students in the Southeast Asian region. The estimated number of foreign students between 13-23 years old in Singapore is 79,300 (mainly from Malaysia, Indonesia, Thailand, Vietnam, China, India, and South Korea. In addition to Singaporean students, U.S. universities and colleges should take into consideration the large number of foreign students in Singapore, when recruiting in Singapore. In addition to recruiting full-time students (both local and overseas) to study in the United States, U.S. universities may want to consider offering their external degree and executive education programs in Singapore to international executives working in the Indo-Pacific region.

U.S. universities and colleges interested in offering courses in Singapore have various market entry options. These include setting up a physical campus; partnering with local universities, polytechnics, and private education institutions; or partnering with an institution to offer online courses. Having a local presence is beneficial in terms of creating visibility and being able to answer questions from prospective students face-to-face. Many local universities and colleges welcome various forms of partnerships, including R&D, exchange programs, and the promotion of dual degrees. Alternatively, U.S. universities and colleges can recruit students to study in the United States. Generally, programs allowing Singaporean students to complete at least part of their course work in Singapore are a very attractive and financially viable alternative to completing their studies entirely in the United States Singapore schools are not new to digital learning, however following the Covid-19 pandemic, much importance has been given to remote learning. The Singapore government is pushing universities and other schools to come up with innovative digital strategies to better prepare students for more digitized jobs in the future.

DIGITAL MARKETING STRATEGIES

What platforms do students in your country use most?	Tik Tok, Telegram, WhatsApp, Google, YouTube, Meta, X
What are the most popular social media sites for students in your country?	Tik Tok, Telegram, WhatsApp, Google, YouTube, Meta, X
How do students in your country research information on any given topic?	Online Search Engines, Library, Academic Collaboration Tools
What platforms do students use to search for job opportunities?	LinkedIn, Job Portals, Career Fairs, Social Media, Networking Platforms, Government Resources
What platform is the most popular for streaming videos in your country?	Tik Tok, YouTube, Meta, X
What platforms do in-country schools and competitor countries use to reach students in your country?	Flyers, Emails, Education Fairs, Visits by Universities
How do students and parents in your country receive information about educational opportunities?	Flyers, Education Fairs, Newspaper and various publications, Social Media Groups and Online sources
Please provide recommendations for U.S. study state consortia and/or educational institutions as they build on their digital outreach strategies in your country?	Interactive Flyers, Digital Marketing, Alumni Videos, Tik Tok, Meta, X, YouTube

EVENTS

• BrightSparks Scholarship & Higher Education Fair 2025 https://brightsparks.com.sg/events/brightsparks-scholarship-and-higher-education-fair-feb-2025.php
• EDUtech Asia 2025 November 4-6, 2025 https://www.terrapinn.com/exhibition/edutech-asia/index.stm

RESOURCES

•    U.S. Commercial Service – Singapore: https://www.trade.gov/singapore
•    Department of Statistics Singapore: https://www.singstat.gov.sg/modules/infographics/population
•    Ministry of Education: http://www.moe.gov.sg
•    EducationUSA Singapore Advising Center: https://educationusa.state.gov/centers/educationusa-singapore-advising-center
•    IIE Open Doors® 2024 Report: https://www.iie.org/opendoors/
•    UNESCO Institute of Statistics Global Flow of Tertiary Students: http://uis.unesco.org/en/uis-student-flow
•    CIA World Factbook: https://www.cia.gov/the-world-factbook/

U.S. COMMERCIAL SERVICE CONTACT

Jayacely Joseph, Commercial Assistant
U.S. Commercial Service - Singapore Phone: (65) 6476-9415
Email: Jayacely.Joseph@trade.gov
Website: https://www.trade.gov/singapore

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South Korea

QUICK MARKET STATS

Capital: Seoul
Population: 52,081,799 (CIA World Factbook 2024 est.)
GDP: $1.7 trillion (2023 GDP Current $USD)
GDP Per Capita: $33,121.40 (2023 GDP/Capita Current $USD)
Currency: South Korean won (KRW)
Language: Korean
UNESCO Student Mobility Number: South Korea had 87,535 students studying abroad in 2022 according to UNESCO.

U.S. Census Bureau International Database: Approximately 20.1% of the population in South Korea is under 25 years old.

OVERVIEW

South Korea is well-known for its strong emphasis on education, especially when it comes to university admissions, which is seen as an essential part of the academic journey. In 2023, the university enrollment rate reached approximately 76%, meaning more than 7 out of 10 high school graduates continue to higher education. Due to the intense focus on education in South Korea, gaining admission to a prestigious university is considered a critical goal for many families. Degrees from well-known institutions are seen as status symbols, and necessary to secure high paying, professional jobs. However, top-tier universities in South Korea are highly competitive, prompting some talented students to pursue higher education abroad.

Moreover, a generation of parents who have studied abroad themselves are now more open to international experiences and are actively encouraging their children to attend foreign educational institutions. This shift is partly driven by greater access to information and South Korea’s low birth rate, which has led families to focus more on the education of fewer children and explore better, more suitable options for them. However, due to South Korea’s low birth rate, which at approximately 0.7 is the lowest among OECD countries, there is a resulting decline in the overall number of school-age children. This demographic shift makes it difficult to increase the absolute number of international students to the United States.

Another factor accelerating this trend is support from the South Korean government, as well as the introduction of foreign education programs in economic zones. Some accredited international schools and U.S. universities have set up satellite campuses in South Korea. The rise of unaccredited K-12 international schools, which began before the pandemic, has contributed to the growing interest in overseas education, making it a viable educational option. Although these international schools are not accredited in South Korea, they are officially accredited by global academic accreditors such as COGNIA, NCPSA, International Baccalaureate Organization (IBO), and U.S. Western Association of Schools and Colleges (WASC), or MSA. Therefore, students graduating from such schools in South Korea can easily enter most universities in the U.S. or Europe based on their GPA. Some apply to special selective programs at local Korean universities, but most go abroad to study.

South Korean universities are increasingly offering dual degree programs or MBA courses in collaboration with U.S. universities, providing more opportunities for international education within South Korea. As a result, more students are considering studying abroad as a next step in their educational journey after their high-school and undergraduate studies.

Higher Education Statistics:

Total Number of South Korean Students Studying in the U.S.

Academic Year	2019/20	2020/21	2021/22	2022/23	2023/24
South Korea’s Rank	3	3	3	3	3
South Korean Students	49,809	39,491	40,755	43,847	43,149
Percent Change	-4.7%	-20.7%	3.2%	7.6%	-1.6%

Source: IIE Open Doors® 2024 Report

Level of Study for South Korean Students in the U.S.

Academic Level

2019/20

2020/21

2021/22

2022/23

2023/24

Number of South Korean Students by Academic Level

Undergraduate

Graduate

Non-Degree

OPT

23,415

15,219

3,301

7,874

17,743

14,238

840

6,670

18,262

14,915

1,555

6,023

19,306

15,305

2,590

6,646

17,760

14,930

2,685

7,774

Total Number of South Korean Students

Total

49,809

39,491

40,755

43,847

43,149

Source: IIE Open Doors® 2024 Report

SUB-SECTORS

South Korean students comprise 3.8% of the total international student population in the United States, with 43,149 students in the 2023-2024 academic year. This marks a 1.6% decline compared to the previous year, according to IIE Open Doors® 2024 Report. Growth has recovered post-pandemic, but recently has slowed, with a slower-than-expected return to pre-pandemic levels. While undergraduate and graduate enrollment numbers have decreased, the 17% increase in the Optional Practical Training (OPT) figures likely reflects more STEM graduates taking advantage of the three-year OPT period, particularly among those who completed their studies post-pandemic.

On a per capita basis, South Korea sends the third-most students to the United States. Most South Korean students study Engineering (17%), Math and Computer Science (13.9%), and Business Management (11.8%), followed by Social Sciences (11.3%), Fine and Applied Arts (10.0%), and Physical and Life Sciences (8.5%). Over the past two decades, the following trends have become more apparent in undergraduate enrollment: a decline in business and administration fields, coupled with an increased demand for STEM-related disciplines, reflecting the influence of government and industry. The proportion of students going to the United States for language studies and cultural experiences has decreased.

Community College: The proportion of South Korean students studying at U.S. community colleges has dramatically decreased from around 12% a decade ago to 3.8% the 2023/24 academic year. Prior to the pandemic, South Korea ranked among the top 3-5 countries of origin for community college enrollments but dropped to 8th place in the 2023/24 academic year according to the IIE Open Doors® 2024 Report.

There are several reasons for this trend. Along with the overall decline in birth rates and the shrinking school-age population, it appears to be the result of active recruitment by U.S. four-year universities post-pandemic and the strong preference for four-year institutions in South Korea.

In the past, many students went to the United States for English language programs, but now, with a variety of online and offline platforms available in South Korea for language learning, there is a growing tendency to jump directly into four-year universities based on this foundation.

Graduate Education: The number of South Korean students enrolled in graduate programs in the United States is 14,930, which accounts for 35% of the total South Korean students studying in the United States according to the IIE Open Doors® 2024 Report. Historically, South Korean students have shown a strong interest in business and MBA programs, largely due to the value placed on networking and the recognition of such degrees within South Korean society.

While the prestige of business programs has somewhat diminished in recent years, there remains a steady interest in the diverse subfields within business, maintaining a certain level of popularity.
Additionally, the appeal of STEM fields, including computer science, mechanical engineering, and biotechnology has grown, with an increasing number of South Korean students and professionals seeking to enhance their expertise and specialization in the United States.

Secondary Education: According to the U.S. Homeland Security Investigations (HSI) 2023 report, “2023 SEVIS by the Numbers Report”, there were 54,558 international student records for K-12 education during the 2023 calendar year. China accounted for 26.3% of all K-12 students, followed by South Korea (7.4%), Mexico (6.8%), Spain (5.9%), and Vietnam (5.8%).

The number of South Korean students enrolled in K-12 U.S. schools was 4,059, representing 7.4% of the total. This marks a decrease of approximately 7% compared to the previous year’s figure of 4,368 students. Although the numbers had begun to rise in previous years, the continued strength of the U.S. dollar against the South Korean won has contributed to the recent decline.

Recent changes in the South Korean K-12 education system:
Two major trends in South Korea’s education market are the introduction of AI-powered textbooks and the adoption of the IB (International Baccalaureate) program. In February 2023, South Korea’s Ministry of Education (MOE) launched an initiative to personalize education using AI and digital technology, with plans to invest $69.3 million by 2026 to develop digital classroom infrastructure. The AI textbooks are to digitize existing materials and provide personalized learning by analyzing data in real time. The Ministry of Education introduced AI textbooks for mathematics, English, and information technology. Originally, it was planned for full implementation, but due to opposition, schools have been given the option to choose them voluntarily. The Ministry of Education has stated that the current selection rate for AI textbooks is at 33% and that they will accelerate the introduction of AIDT.
The IB program, initially introduced as an alternative to South Korea’s traditional rote learning, was first adopted by some local education offices and international schools. In 2019, Daegu city and Jeju province became the first to implement it in public schools. By 2022, the program gained momentum, expanding to other cities. As of this year, the nationwide adoption of the IB program has cost around $18.5 million, paid to the IB organization in Switzerland. However, the program remains a controversial topic within the education community.

Education Technology (EdTech): South Korea is known for its advanced technological infrastructure, boasting one of the world’s fastest internet networks (with 95% penetration) and near 100% smartphone ownership among adults under 60. In the EdTech sector, AI, robotics, coding, and ICT are key areas of interest. The market is expected to reach $7.7 billion by 2025, driven by government initiatives such as the introduction of digital textbooks and AI tutors. In 2021, the pre-K and K-12 segments were the most profitable, generating over 54% of EdTech revenue, with freemium, ad-based, and subscription models driving growth.

Despite the economic downturn, companies like Dayone and NHN Edu have secured significant investments. Leaders such as Woongjin, ThinkBig, and YBM are integrating content with tablets for K-12 learners, while Speakeasy Labs’ AI-based language learning app, “The Speaking App,” has gained international recognition.

Due to government initiatives such as the launch of AI-powered textbooks, domestic publishing companies have increased collaborations with EdTech companies, leading to the active development of hybrid projects between these companies. While the South Korean education market itself is somewhat conservative, there are opportunities to enter new markets jointly in areas where technology is integrated. Therefore, continuous efforts to seek partnerships will be necessary.

OPPORTUNITIES AND CHALLENGES

Opportunities

• The United States is the top destination for South Korean students among English-speaking countries
According to the Ministry of Education of South Korea, during the Covid-19 pandemic, the proportion of South Korean students studying in the United States decreased by approximately 11% compared to other major English-speaking countries: the UK, Canada, New Zealand, and Australia. However, in 2023, the U.S. share has returned to about 60% of its pre-pandemic level.

• Demand for graduate programs among South Korean students
The enrollment rate in South Korean graduate schools has steadily increased in recent years, rising by 4% from 2010 to 2020, reaching around 440,000 students. Prestigious universities like Seoul National University have made graduate programs more accessible by offering 4 online MBAs and master’s degrees, particularly benefiting working professionals. According to the South Korea Research Institute for Vocational Education and Training, the number of workers pursuing graduate degrees has grown by over 10% annually. This trend is mirrored in the rising number of students studying abroad, with over 14,000 South Koreans enrolling in overseas graduate programs in 2021 in the United States.

• United States-South Korea STEM collaboration and interest in STEM programs from South Korean students
South Korean students continue to show strong interest in STEM fields due to their global demand and career prospects. The U.S. education system supports this interest by offering robust STEM programs and research opportunities. Additionally, the OPT program allows international students to gain up to three years of work experience in the United States after graduation, enhancing career prospects and making U.S. universities particularly attractive to STEM-focused students. Also, the United States and South Korea launched the “KORUS Educational Exchange Initiative for Youth in STEM” (https://www.fulbright.or.kr/en/grant/graduatestem/) in April 2023, a program that will send 2,023 students from each country with a $60 million budget. It focuses on STEM fields like semiconductors, batteries, bio, and AI, aiming to enhance educational cooperation. This partnership offers potential financial support for students in these fields.

Challenges

Attracting South Korean students has become increasingly challenging for U.S. educational institutions. South Korean enrollment in U.S. universities declined by 21% during the Covid-19 pandemic, and although the 2022-2023 academic year saw growth in the number of South Korean students following the pandemic, recent data shows a 1.6% decrease, indicating that continued growth post-pandemic is uncertain.

A declining birth rate (0.7 children per family) in South Korea, has led to a decrease in university enrollment both at home and in the United States. According to the Ministry of Education and Statistics for South Korea, annual college applications in South Korea dropped by 16 percent, from 820,000 to 690,000, between 2000 and 2010. In 2020, this figure fell further to 520,000, with projections suggesting it will be halved by 2040.

In addition to this demographic trend, the current economic slowdown has led some South Korean students to consider more affordable international education opportunities in countries other than the United States.
The biggest concern for students considering studying in the United States is the uncertainty surrounding their career prospects after graduation. With the difficulty of obtaining work visas, such as the H-1B visa, many international students are forced to return to South Korea, which causes some to hesitate in pursuing higher education in the United States due to these practical challenges.

DIGITAL MARKETING STRATEGIES

• Methods South Korean students use to research information
South Korean students prefer to conduct instant online research rather than relying on physical materials like books. The most popular search engines are Naver, YouTube, and Google. Unlike in other countries, where Google is the dominant search engine, Naver holds the highest market share in South Korea. Beyond being a search engine, Naver operates services like Naver Café and Naver Blog, which offer vast amounts of information on a wide range of topics.

YouTube, a video platform, is highly popular due to its ability to provide quick, visual answers using audio and video rather than text-based content. The AI language model, ChatGPT, although not widely used in South Korea as of 2024, is gaining influence as a growing competitor to traditional search engines.

• The most popular social media sites for students in South Korea

As one of the countries with the highest global mobile penetration rates, mobile influence in South Korea is significant. Students, particularly those aged 9-24, are regularly exposed to social media platforms and video streaming services. Over half of students use Instagram, and unlike other generations, a notable proportion of students also use TikTok. These platforms are key channels for connecting with the younger demographic in South Korea, where social media plays a substantial role in their daily lives.
However, if targeting parents, the generation typically above Generation X primarily uses Naver along with its associated SNS channels such as Naver Café and Naver Band. TikTok usage among this demographic is minimal.

• How students and parents in South Korea obtain information about educational opportunities

The simplest way for students and parents to access information about educational opportunities is through online searches. Study abroad agencies linked with U.S. schools provide easy access to such information via platforms like Naver and Instagram. Content created by South Korean students or parents on YouTube or Instagram, sharing their personal experiences, also garners modest attention.

Naver operates an online community service called Naver Café, where educational communities or region-based cafés, often referred to as “Mom Cafés,” provide a space for parents to exchange a wide range of educational information. Offline, word-of-mouth is a powerful tool, especially in neighborhoods focused on education, where strong educational networks exist among students and parents. Large educational institutions, such as study-abroad agencies, international schools, and universities, host online and offline informational sessions or fairs, which have become key channels for staying updated on educational trends.

• Platforms students use to search for job opportunities

In South Korea, several recruitment platforms are geared toward entry-level positions. Major platforms like “Saram-in” and “Job Korea” feature sections specifically dedicated to entry-level job opportunities. Additionally, platforms like “Jasoseol.com” and “LinkCareer,” which cater to students preparing for employment, offer services such as cover letter editing and guidance on extracurricular activities to help students launch their careers. Job postings for experienced professionals and foreign companies are primarily announced on the site “Peoplenjob”.

• Platforms used by local schools and competitor countries to reach students

In-country schools, particularly universities, are actively using various platforms to reach students. Many universities manage accounts on platforms like Instagram, YouTube, Naver Blog, and LinkedIn. These platforms not only provide basic university-related information but also engage students by creating content on fun and relatable topics. In competitor countries, educational institutions follow a similar approach to the United States and are gaining recognition through study-abroad agencies.

Additionally, competitor countries organize a series of seminars and webinars funded by their Ministries’ annual budgets to promote their schools and colleges. Occasionally, these countries host week-long visit programs, inviting local agencies and sharing information through the agencies’ social media channels.

• Recommendations for U.S. study-state consortia and educational institutions to build on digital outreach strategies in South Korea
Given that digital marketing plays a crucial role in South Korea, it is essential for U.S. educational institutions and study-state consortia to consider leveraging digital platforms for outreach efforts. A key strategy would be to focus on Naver, as it is more dominant than Google in South Korea.

Understanding the educational demands of South Korean students and establishing a clear target audience is crucial to effectively engaging with this demographic. Establishing a robust presence on popular platforms and creating content that resonates with South Korean students’ interests and needs will be essential for success in the digital space.

Individual institutions’ visits can sometimes struggle to attract a sufficient audience. Therefore, we recommend considering group visits to make the program more comprehensive, along with group marketing efforts via various online channels in the local language. This approach would not only facilitate meetings with agencies but also generate broader interest and provide a deeper understanding of the market and students.

The South Korean market is already more mature than other Asian countries, and due to the limited school-age population, it is challenging to significantly increase the number of students studying in the United States. However, a more logical approach may be to increase the market share by competing with other English-speaking countries. To achieve this, U.S. educational associations, consortia, and state-level organizations must unite their efforts to raise awareness.

EVENTS

Education Korea 2025 (Jan. 15-17, 2025) – Korea Educational Technology & Contents Fair https://en.educationkorea.kr/ Education Korea 2026 (Jan 21-23, 2026)
International Education & Emigration Fair (Apr.18-19, 2025) https://www.uhak2min.com/en/
EDU Plus Week (Aug.13-15, 2025) - Korea International Children Education and Product Expo www.eduplusshow.co.kr
EdTech Korea 2025 (Sept. 18-20, 2025) https://edtechkorea.or.kr/fairDash.do?hl=ENG

RESOURCES

●    U.S. Commercial Service - South Korea: https://www.trade.gov/south-korea
●    U.S. Commercial Service Global Education Team: https://www.trade.gov/education-industry
●    Industry and Analysis, Office of Supply Chain, Professional & Business Services: https://www.trade.gov/professional-and-business-services
● Ministry of Education (South Korea): http://english.moe.go.kr
●    Fulbright (South Korean American Educational Commission): https://www.fulbright.or.kr/
●    EducationUSA South Korea: https://www.educationusa.or.kr/
●    KOSA (Korea Overseas Studying Agencies): https://www.kosaworld.org
●    Korea Digital Education Frontiers Association https://kefa.or.kr/e_main.php
●    Korea Education and Research Information Service https://www.keris.or.kr/eng/main.do

U.S. COMMERCIAL SERVICE CONTACT

Songmi Heo, Commercial Specialist / Shanah Lee, Commercial Officer
U.S. Commercial Service South Korea | U.S. Embassy Seoul
Phone: 82-2-397-4396
Email: Songmi.heo@trade.gov / Shanah.lee@trade.gov
Website: https://www.trade.gov/south-korea

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Tanzania

QUICK MARKET STATS

Capital: Dodoma
Population: 67.5 million (CIA World Factbook 2024 est.)
GDP: $80.43 billion (2024 GDP Current $USD)
GDP Per Capita: $1,211.10 (2023 GDP/Capita Current $USD)
Currency: Tanzanian Shilling (TZS)
Language: Swahili (official), English (widely spoken)
UNESCO Student Mobility Number: Tanzania had 7,812 students studying abroad in 2023 according to UNESCO.
U.S. Census Bureau International Database: Approximately 60.9% of the population in Tanzania is under 25 years old.

OVERVIEW

Tanzania’s National Bureau of Statistics reported that Tanzania has an estimated population of 67.5 million people, with an annual population growth rate of 2.7%. The country’s population is expected to continue growing, creating a larger pool of potential students for U.S. higher education institutions.

Tanzania’s economy is largely agricultural, constituting a significant portion of its GDP and employment. Other developed sectors include services, telecommunications, and mining. Since the 1990s, Tanzania has experienced steady economic growth, although poverty remains widespread, with approximately 27% of the population living below the poverty line.

The country’s growth prospects are supported by a young population, but challenges such as infrastructure gaps, high unemployment rates, and a lack of access to quality education exist.

Tanzania’s GDP growth rate was approximately 5.4% in 2024, with a GDP per capita of $1,240 in 2024, according to the World Bank Group. Inflation was moderate at around 3.1% in 2024 (World Bank Group), and the government is focused on improving its energy, transportation, and education sectors to meet its development goals.

Tanzania has a growing mobile market with an increasing number of people accessing the internet through smartphones. This connectivity is opening opportunities for online learning, but access to education is still a challenge in most rural areas.

Tanzania’s students are increasingly looking to pursue higher education abroad, particularly in the United States, due to the limited access to world-class education domestically. Due to economic constraints however, opportunities remain limited for students to afford international education.

Tanzanian Students Studying Abroad: Tanzania ranks 11th in Africa for the number of students studying in the United States, with 1,115 students studying in the United States during the 2023-2024 academic year, according to the IIE Open Doors® 2024 Report. This represents a growth of 8.6% from the previous academic year, though enrollment remains modest compared to other African nations. The country’s students are increasingly interested in the following fields of study: engineering, business, health professions, and IT.

Academic Level of Tanzanian Students Studying in the United States, Academic Year 2023-2024

Academic Level	Number of Students	Percent Change (Year-over-Year)
Undergraduate	511	14.8%
Graduate	370	21.7%
Non-Degree	14	-30.0%
OPT	132	-2.2%

Source: IIE Open Doors® 2024 Report

Tanzanian students are especially interested in STEM fields, with a growing number pursuing education in engineering, health, and mathematics. However, the social sciences and humanities still account for a smaller proportion of enrollments, with arts and fine arts remaining niche areas of study.

Educational Structure & Systems in Tanzania: The education system in Tanzania is based on the 7-4-2-3 model, consisting of seven years of primary education, four years of secondary education, two years of advanced secondary education, and three to four years of university education. English is the language of instruction in higher education institutions, although Swahili is widely spoken in daily life.

Tanzania has approximately 20 public and private universities, with the University of Dar es Salaam being the largest and most prestigious institution. The country also has a growing number of colleges offering specialized programs in fields such as business, agriculture, and engineering.

Top Fields of Study for Tanzanian (Undergraduate/Graduate) Students in 2023

Major Field of Specialization

2023 Percentage

Engineering

Health Professions

20.0%

15.0%

Business & Management

Math/Computer Science

14.5%

13.5%

Physical & Life Science

Social Sciences

12.5%

8.5%

Other Field of Study

Education

8.0%

4.0%

Humanities

Fine & Applied Arts

3.5%

2.0%

Intensive English

Undeclared

1.0%

Source: IIE Open Doors® 2024 Report

OPPORTUNITIES

Large Prospect Pool: Tanzania has a young and growing population, with many students looking for opportunities to pursue higher education abroad. The country has several universities and colleges, with a focus on improving access to education and quality of instruction. Tanzanian students are increasingly looking to the United States for educational opportunities, especially in fields such as STEM, health, and business.

Skill Development and Vocational Training: There is a growing demand for specialized skill development programs, particularly in sectors such as mining, agriculture, ICT, and health. Tanzania’s government has been focusing on vocational education to address skills shortages in key industries. Educational institutions offering skills-based training are in high demand.

Digital Learning & Online Education: As internet access expands across Tanzania, there is a growing market for online and distance learning programs. Many Tanzanians are turning to the internet for educational opportunities, particularly as international study options become increasingly attractive but unattainably expensive.

Infrastructure Development in Education: With rapid urbanization, private investment in education infrastructure, including school buildings, laboratories, and textbooks, is increasing. There is significant demand for educational materials and equipment that can support quality education at all levels. However, these purchases are often based on lowest cost procurement.

DIGITAL MARKETING STRATEGIES

Tanzanian students increasingly use the internet to research educational opportunities abroad. Google and YouTube are widely used for information gathering, as well as social media platforms such as Facebook, Instagram, and WhatsApp. To reach Tanzanian students effectively:
•    Tailor content to local needs: use localized content in Swahili or English and focus on areas like STEM, business, and health that are popular among Tanzanian students.
•    Collaborate with local education agents: education agents are crucial to reaching students and guiding them through the application process.
•    Social media presence: maintain active social media accounts and engage with prospective students through interactive campaigns, webinars, and virtual tours.
•    Leverage alumni networks: alumni who have studied abroad are influential in their communities and can help with word-of-mouth marketing.

In Tanzania, education-related marketing must be relationship-based, with strong connections to local networks and educational institutions to build trust and credibility.

EVENTS

• The U.S. Commercial Service in Tanzania has a track record of assisting U.S. educational institutions to market their programs in country. Contact CS Tanzania for more information.
• The U.S. Commercial Service in Tanzania plans to host a Virtual Education Fair and will participate in upcoming Virtual Connection Programs. Please contact your local International Trade Specialist to learn more about upcoming programs for Tanzania and Sub-Saharan Africa.

RESOURCES

• U.S. Commercial Service Tanzania: https://www.trade.gov/tanzania
• EducationUSA – U.S. Embassy Tanzania: https://tz.usembassy.gov/educationusa/
Contact: Tracy Milyango – MilyangoTE@state.gov

U.S. COMMERCIAL SERVICE CONTACT

Shalom Katule, Commercial Assistant
U.S. Commercial Service Tanzania | U.S. Embassy Dar es Salaam
Phone: +255 741 200 275
Email: Shalom.Katule@trade.gov
Website: https://www.trade.gov/tanzania

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Thailand

QUICK MARKET STATS

Capital: Bangkok
Population: 69,920,998 (CIA World Factbook 2023 est.)
GDP: $515 billion (2023 GDP Current $USD)
GDP/Capita: $7,182 (2023 GDP/Capita Current $USD)
Currency: Thai Baht (THB)
Language: Thai
UNESCO Student Mobility Data: According to UNESCO’s latest available data, 29,585 Thai students were students studying abroad in 2022.
U.S. Census Bureau International Database: Approximately 27.6% of Thailand’s population is under 25 years old.

OVERVIEW

Thailand’s Ministry of Education oversees basic education, from preschool through high school. According to the 2022 Office of Education Report, the Ministry oversees 34,398 schools and approximately 11.67 million enrolled students. Meanwhile, the Ministry of Higher Education, Science, Research, and Innovation supervises higher education, which includes 268 institutions and approximately 2 million enrolled students.

Thai families increasingly recognize the value of international education. Middle to high-income families prefer sending their children to either international schools or English-language programs within Thai schools. Tuition fees for English-language programs are at least double those of private Thai programs, and for families who can afford it, international schools are often the preferred option.

SUB-SECTORS

Higher Education: According to the IIE Open Doors® 2024 Report on International Educational Exchange, a total of 5,310 Thai students were enrolled in the United States for the 2023/24 academic year. This figure reflects a 1.2% decline from the 2022/23 academic year.

Undergraduate programs represented the largest segment of Thai students pursuing higher education in the U.S. In fact, of Thai students studying in the U.S. in 2023/24, 2,192 were enrolled in bachelor’s programs, followed by 1,922 Thai students in graduate programs, 244 students in non-degree programs, and 952 students in optional practical training (OPT) programs.

Previously, business administration was the most popular field of study among Thai students to study in the United States. However, in response to Thailand 4.0 – a government initiative to foster a high-tech economy – the number of students enrolling in science and technology programs has increased.

Fields such as Information and Communication Technology (ICT), engineering, manufacturing, and health and welfare are attracting more Thai students than business-related programs. According to the Ministry of Higher Education, Science, Research, and Innovation of Thailand, in 2022, 28% of higher education students studied science, while 24% focused on business.

Students from international schools generally have access to dedicated counselors who assist with university selection and application processes, reducing the need for external education consultants. However, students aiming for top-tier universities may seek the expertise of education consultants for portfolio development, university selection, and the application process.

In contrast, students from Thai schools – where such counseling services are often unavailable – typically rely on local education agents for guidance. These agents are predominantly located in major cities such as Bangkok, Chiang Mai, and Phuket.

Community Colleges: Community colleges remain a niche market in Thailand, as students and their families are not widely familiar with this educational path and typically prefer direct enrollment in four-year universities. To promote community colleges as a viable option, representatives should focus on marketing and promotional efforts through local study abroad consultants and local schools.

International Schools (Up to Grade 12): Many Thai students studying abroad were first educated in international schools in Thailand. According to the Office of the Private Education Commission of Thailand, as of December 2024, there were 77,732 students enrolled in 249 international schools, primarily located in major cities such as Bangkok, Chiang Mai, and Phuket.

These schools serve both expatriate and Thai students, offering curricula based on foreign education systems, including the International Baccalaureate (IB), American, British, and Australian programs. Top-tier international schools are recognized for their strong academic programs and excellent facilities.

Given the access to high-quality international schools, many families elect to have their children complete at least their high school education in Thailand. This choice helps the families save for higher education abroad. However, wealthier families often opt to send their children to overseas boarding schools at younger ages.

Local education agents play a key role in this market. In addition to school placement services, these agents often offer English-language summer camps and year-long exchange programs. Students who participate in such programs have the potential to pursue full academic years abroad. Additionally, many international schools participate in education fairs to engage directly with students and parents, increasing opportunities for enrollment.

Online Programs: Online programs have not gained significant traction among Thai students. Traditionally, Thai students place a high value on face-to-face interaction in education. The social and collaborative aspects of physical classrooms, such as group work, networking, and direct communication with instructors, are seen as essential to the learning process. Online learning often lacks these elements, which can make it less appealing to students accustomed to in-person engagement.

Although internet connectivity is improving in Thailand, access to reliable and high-quality internet remains a challenge, particularly in rural areas. Furthermore, online learning requires a high degree of self-discipline and motivation, which some students may find difficult without the structure and accountability provided by traditional classroom settings.

OPPORTUNITIES

STEM programs are the most popular field of study among Thai students. This trend reflects how Thailand’s education system is adapting to the global demand for skilled workers in science, technology, engineering, and mathematics. The shift is driven by the country’s economic needs and the growing recognition that STEM education is essential for success in today’s technology-driven world.

Education agents support academic and non-academic programs, such as English language learning programs during the long Thai school holidays from the end of February to mid-May. They work with schools to recruit groups of students to travel to the United States for language study and cultural experiences.

Many Thai students employ educational agents to navigate the study abroad process. Educational agents provide one-stop service from finding sponsored schools to helping with the application process, providing after sales service, and even booking flights and accommodations. Thai students prefer to use educational agents because there is no charge to the students, as the educational agents receive commissions from schools.

Based on a survey conducted by the Office of the Civil Service Commission’s partner in 2024:

Top fields of study for Thai students to study abroad are:
•    Business Administration
•    Engineering
•    Computer Science & IT
•    Language Studies
•    Law
•    Medicine and Health

Top destinations for Thai students to study abroad are:
•    United Kingdom
•    United States
•    Australia
•    China
•    Germany

DIGITAL MARKETING STRATEGIES

Thailand has around 71.8 million people, including 63.21 million internet users.

Study abroad agencies use Line Messenger, Facebook, and YouTube to communicate with students by sharing upcoming seminars, workshops, study travel, and cultural programs. Agencies also use these channels to communicate with students’ parents. Educational organizers often use Facebook to reach potential students and publish upcoming student fairs.

Thai students use many technology platforms, including Facebook, YouTube, and Instagram, to post activities; Twitter and Line, for messaging; and Google and Zoom for virtual meetings. Facebook, YouTube, Instagram, and Twitter are the top four platforms used by Thai students, and Google remains the most common search tool. TikTok and YouTube are popular for streaming and sharing video content among peers.

U.S. education institutions and study consortia may consider providing digital promotional materials and working with study abroad consultants, school counselors, and university faculty to share their information with potential student groups. Topics of interest include scholarship opportunities, academic programs, co-op opportunities, and tuition fees.

EVENTS

•    Office of the Civil Service Commission International Education Expo (https://www.ocscexpo.org/)
•    Council of International Schools International University Fair
•    The Thai International Education Consultants Association Study Abroad Fair
•    EducationUSA Fair

RESOURCES

•    U.S. Commercial Service - Thailand, https://www.trade.gov/thailand
•    EducationUSA, https://th.usembassy.gov/education-culture/study-usa/
•    Fulbright Thailand – United States Education Foundation, https://www.fulbrightthai.org/
•    Thai International Education Consultants Association (TIECA), https://tieca.org/en/
•    Thai Office of Civil Service Commission (OCSC), https://www.ocsc.go.th/en/home/

U.S. COMMERCIAL SERVICE CONTACT

Walaiporn Bloomfield, Commercial Assistant
U.S. Commercial Service – Bangkok, Thailand
Email: walaiporn.bloomfield@trade.gov
Tel: +66 2 205 5281
Website: https://www.trade.gov/thailand

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Türkiye

QUICK MARKET STATS

Capital: Ankara
Population: 84,119,531 (CIA World Factbook 2024 est.)
GDP: $1.11 trillion (2023 GDP Current $USD)
GDP Per Capita: $13,105.70 (2023 GDP/Capita Current $USD)
Currency: Turkish liras (TRY)
Language: Turkish (official)

UNESCO Student Mobility Number: Türkiye had 60,322 students studying abroad in 2022 according to UNESCO.
U.S. Census Bureau International Database: Approximately 36.9% of the population in Türkiye is under 24 years old.

OVERVIEW

The Turkish Statistical Institute’s latest data reports that in 2023, 15.1% of Türkiye’s population of 85.3 million were between the ages of 15-24 and may provide considerable opportunities for international education institutions looking to recruit Turkish students.

As of December 2024, there are 129 public, 75 foundation (private), and 4 foundation (private) vocational training universities serving 7.08 million students in various academic programs. Figures from the 2024 year reveal that 3.65 million students are currently enrolled in undergraduate and vocational programs in Türkiye, 409,559 in master’s programs, 108,933 in doctorate programs, and 2.9 million in the Open University and distance education programs in various subfields. Public universities charge a small fee, whereas private university tuition costs range from $2,000 to $20,000 per year. Outstanding students of limited means often attend private universities on merit scholarships.

Entrance into universities is competitive due to the limited capacity of high-quality university programs. Students need to successfully pass a nationwide placement test administered over a two-day period in June of each year. Every year, an increasing number of students take the university exam. In 2024, 2,819,362 high school graduates took the exams, and 981,509 applicants were enrolled in a 4-year university or a 2-year vocational school program. 803,641 students registered for Open University or distance learning programs. The remaining test takers were unable to enter a higher education program of their choice.

The Council of Higher Education (Yükseköğretim Kurulu - YÖK) is a 22-member corporate-public body responsible for the planning, coordination, and supervision of higher education in Türkiye. K-12 education is administered by the Ministry of National Education.

Capacity (for graduate and doctorate programs) and quality constraints of Turkish higher education institutions spur demand of Turkish students to study abroad. Many students wishing to study abroad place U.S. universities at the top of the list due to the perceived quality of education and potential career prospects. Over 60,000 Turkish students go abroad for university education. U.S. colleges and universities already attract around a seventh of these students for undergraduate and graduate programs, as well as specialized trainings.

SUB-SECTORS

Higher Education (Undergraduate and Graduate): The Institute of International Education’s Open Doors® 2024 Report shows a substantial increase in number of Turkish students studying in the United States. The number of Turkish students in the United States rose from 8,657 during the 2022-2023 academic year to 9,148 in the 2023-2024 academic year. This 5.7% increase was the biggest on record in the last 15 years. Türkiye continues to rank among countries that send the highest number of international students to the United States, ranking third in Europe after the United Kingdom and Germany, and 20th worldwide.

The enrollment levels of Turkish students are as follows:

Undergraduate: 3,078
Graduate: 4,129
Other (Non-degree programs): 278
Optional Practical Training: 1,663

About half of Turkish students in U.S. universities are pursuing graduate degrees.

According to the Institute of International Education’s Open Doors® data, the following were the most popular fields of study chosen by Turkish students in the 2023-2024 academic year, listed according to ranking:

1.    Engineering (25.2%)
2.    Math/computer science, and other technical fields (15.7%)
3.    Social sciences (13.7%)
4.    Business/management (10.9%)
5.    Other fields of study (10.5%)
6.    Physical/life sciences (9.4%)
7.    Fine/applied arts (5.7%)
8.    Education (2.5%)
9.    Humanities (2.4%)
10.  Health professions (1.2%)

Secondary Education: Increasingly, Turkish parents send their children to private K-12 schools due to funding and quality issues in the public school system. In major cities like Istanbul, Ankara, and Izmir, annual tuition fees range from approximately $7,000 to $14,000 per year for standard private schools. However, elite schools can charge much higher fees, with some schools exceeding $50,000 per year. These costs often exclude additional expenses like meals, transportation, and extracurricular activities. The inadequacies and increasing tuition fees of the Turkish secondary education system have been a driving force for parents to send their children to reputable boarding schools abroad including in the United States. Through marketing efforts, Turkish student representation at U.S. boarding schools has increased in recent years. In 2023, over 400 Turkish students pursued their studies at U.S. boarding schools, making the U.S. the second most popular destination for boarding schools after the United Kingdom.

Many Turks find the academic quality, residential campus environment, and superior extracurricular activities at U.S. boarding schools invaluable. It is also important for potential students and their families that boarding school graduates are accepted at some of the most prestigious and competitive universities in the United States and around the world.

Online Programs: University degrees obtained solely through online learning are not recognized by the Higher Education Council. At least two-thirds of the education must be conducted in a traditional classroom setting, with up to one-third permissible online. Additionally, online education programs are accepted only if they are offered by universities ranked among the top 400 globally, as listed by the Academic Ranking of World Universities (ARWU), CWTS Leiden Ranking, QS World University Rankings, Times Higher Education (THE) World University Rankings, and/or University Ranking by Academic Performance (URAP). Online degrees are not accepted under any circumstances in fields such as medicine, law, engineering, architecture, dentistry, pharmaceuticals, teaching, or other medical disciplines that require clinical studies.

OPPORTUNITIES

Student demand in Türkiye exceeds the available capacity in popular Turkish universities and university programs. Thus, opportunities exist for U.S. universities and colleges to explore recruitment possibilities from Türkiye. The results of the central university placement exam in Türkiye are announced in mid-July. U.S. higher education institutions can reach out to unmatched or dissatisfied students, if they are able to accept students starting in the second semester/quarter of the school year.

The Ministry of National Education, the Council of Higher Education, and many ministries offer scholarships to hundreds of successful students each year wishing to continue their studies abroad. These students usually apply to universities chosen from a curated list provided to them by the government. Cost is not a critical factor in students’ decision-making processes since the scholarship sponsors pay for their entire program and the scholarship holders are usually obliged to work with their sponsoring organizations for about four to eight years after graduation.

Due to the competitive nature of the Turkish labor market and high unemployment, many students are compelled to pursue post-graduate education to increase their employment prospects. These programs are even more competitive in Türkiye, so students seek placement at international universities. Graduate studies are the most popular level of enrollment for Turkish students studying abroad; almost 50% of the Turkish students in the United States are pursuing graduate degrees.

Several Turkish universities have cooperation programs (such as dual diploma and language programs) with U.S. universities, enabling their students to continue their education at U.S. institutions. Other U.S. universities may wish to pursue such cooperative agreements and/or student exchange programs to attract qualified Turkish students.

DIGITAL MARKETING STRATEGIES

For many Turkish students, social media has become the main tool for communication, entertainment, information, and keeping current with friends, relatives, famous people, and brands. Especially for most teenagers and young adults, accessing social media platforms has become the sole purpose of internet use lately. Türkiye ranks in the top ten countries for the use of social media platforms including Instagram, Tik Tok, Twitter (X), Facebook, Reddit, Ekşi Sözlük (Turkish version of Reddit), LinkedIn, and YouTube, with the favored social media platform being Instagram. Students in Türkiye use a variety of methods and platforms to research information, depending on their level of education and the nature of the topic. Online search engines like Google are being replaced by AI tools such as ChatGPT and CoPilot. These diverse methods help students in Türkiye balance the need for accurate information with efficiency and accessibility. Marketing on popular social media platforms, active using of streaming platforms such as YouTube and Tik Tok, working with influencers/alumni, providing information in Turkish, and compatibility of materials with mobile devices are recommended strategies for student recruitment from Türkiye.

EVENTS

•    Study Expo Study Abroad Fairs - https://www.studyexpo.com/exhibitors
•    EURIE- Eurasia Higher Education Summit - https://www.eurieeducationsummit.com/
•    IEFT Study Abroad Fairs - https://www.ieft.net
•    A2 Study Abroad Fairs - http://www.a2fairs.com/

RESOURCES

•    U.S. Commercial Service – Türkiye: https://www.trade.gov/turkiye
•    Turkish Ministry of National Education: http://meb.gov.tr
•    Higher Education Council of Türkiye: http://www.yok.gov.tr/
•    EducationUSA Türkiye: https://educationusa.state.gov/search/node/Turkey
•    The Turkish Fulbright Commission: https://fulbright.org.tr/
•    Turkish American Association: https://www.taa-ankara.org.tr/en
•    Institute of International Education: http://www.iie.org

U.S. COMMERCIAL SERVICE CONTACT

Ayşesu Celasun, Administrative Assistant & Education Sector Specialist
U.S. Commercial Service – Ankara, Türkiye
Phone: +90 312 294 0814
Email: Aysesu.Celasun@trade.gov
Website: https://www.trade.gov/turkiye

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United Arab Emirates

QUICK MARKET STATS

Capital: Abu Dhabi
Population: 10,032,213 (CIA World Factbook 2024 est.)
GDP: $504.17 billion (2023 GDP Current $USD)
GDP Per Capita: $49,040.70 (2023 GDP/Capita Current $USD)
Currency: United Arab Emirates Dirham (AED)
Language: Arabic (official)

UNESCO Student Mobility Number: The United Arab Emirates had 18,600 students studying abroad in 2022 according to UNESCO.
U.S. Census Bureau International Database: Approximately 27.3% of the population in the UAE is under 25 years old.

OVERVIEW

The United Arab Emirates is a very competitive education market within the Gulf Cooperation Council (GCC) region. It has a large presence of established public and private institutions.

Education remains a top government priority for the creation of a diversified, knowledge-based economy and to reduce the dependency on oil. Education (public and higher education programs) represents 15.3% of the United Arab Emirates’ AED 71.5 billion (USD $19.4 billion) federal budget for 2025.

The United Arab Emirates has also devised a “National Strategy for Higher Education 2030” that seeks to equip future generations of students with technical and practical skills to strengthen the labor market. It also aims to strengthen accreditation standards, set a framework of qualifications, and further develop the curricula to match international standards.

The education system in the United Arab Emirates is divided into public schools, private schools, charter schools, and higher education. Private institutions are generally not under direct government control but are nevertheless bound by guidelines set forth by the federal ministry and local authorities.

The United Arab Emirates separated the Ministry of Education and the Ministry of Higher Education and Scientific Research in July 2024 for the first time since their merger in 2016.

The Ministry of Education (MoE) oversees all UAE-based education councils and authorities, to include the following:

• Abu Dhabi Department of Education and Knowledge (ADEK): Established in 2005, ADEK was formerly known as the Abu Dhabi Education Council (ADEC) and was primarily responsible for the management and administration of Abu Dhabi’s public schools, while also acting as the regulatory body that provided licensing and accreditation to private schools in Abu Dhabi, Al Ain, and the Western Emirates, setting the minimum standards that must be met in terms of educational outcomes, health, safety, and building and site requirements.

In September 2017, ADEC was renamed the Department of Education and Knowledge (ADEK) and made a government department according to a decree issued by President Sheikh Khalifa. Under this new mandate, ADEK is responsible for regulating private schools and higher education in Abu Dhabi. In 2018, the Ministry of Education (MoE) and ADEK announced a plan for the standardization of the United Arab Emirates’s education systems to support a unified and highly performing education sector across the United Arab Emirates.

The K-12 education sector is strongly dominated by private schools. Private schools in the United Arab Emirates offer around 17 different curricula, with a predominance of UK, U.S., and Indian models. ADEK has also introduced ‘Charter schools’ as a third model of the education system, in addition to the existing public and private schools models. Charter schools offer a U.S.-based curriculum to public school students who are based in the emirate of Abu Dhabi. The charter school system is a strategic partnership between the public and the private sector.

• Knowledge and Human Development (KHDA) in Dubai: Established in 2006, KHDA is responsible for inspecting all private schools in Dubai to ensure proper quality of education, from early learning to higher and continuing education. Along with the Dubai Education Council (DEC), it is responsible for the overall governance and development of the education sector.

Dubai is home to an education hub for tertiary education: the Dubai International Academic City (DIAC) (https://diacedu.ae/). The DIAC includes 27 international universities, including 2 U.S. Universities and three innovation centers.

Moreover, the Dubai government has established the Dubai Knowledge Village, a free trade zone for educational institutions in the region, designed to advance knowledge and learning in the United Arab Emirates.
Due to the transient nature of the expatriate population in the United Arab Emirates, parents prefer to enroll their children in international private schools.

Located in the DIAC, two U.S. institutions have full campuses in the United Arab Emirates: the Rochester Institute of Technology Dubai and New York University Abu Dhabi. Georgetown University launched their executive MBA program in Dubai in 2023. NYU Abu Dhabi started a one-year Stern full time MBA program.

SUB-SECTORS AND OPPORTUNITIES

Higher Education, Undergraduate and Graduate Education: There was a 4.6% increase in the number of Emirati students studying in the United States, bringing the total to 1,571 in the academic year 2023-2024 according to the IIE Open Doors® 2024 Report. The United Arab Emirates’ Ministry of Education offers scholarships to Emirati students wishing to study in the United States. The Ministry has also expanded its scholarship program to several other receiving countries. There is increased at the graduate level in topics such Artificial Intelligence, digital, cloud base technology and energy.

There is a demand for foreign universities to open higher education institutions in the United Arab Emirates. Opportunities in the higher education sector include institutional partnerships between U.S. and UAE universities, support for college preparation programs, and faculty and short-term student exchange to promote a culture of curiosity, innovation, and academic achievement across the United Arab Emirates’ education system.

Community College: In September 2022, the Abu Dhabi Department of Education and Knowledge (ADEK) launched the Khotwa (RizeUp) fully-funded scholarship program (USD $517,000), which will create opportunities for Emirati students to study for two years at community colleges in the United States and Canada, before transferring their credit to any international or local university to complete their bachelor’s degrees, assuming the necessary requirements for credit transfer are met. This new program will be offered 6,000 Emirati students over four years (from 2022 to 2028), for overseas experiences to study specialties that meet the demands of national high-priority sectors and equip students with future-ready skills to contribute to the growth of the knowledge economy.

Community colleges looking to recruit students based in the United Arab Emirates should focus on the unique experiences and value offered to students. They should highlight programs and partnerships with highly ranked universities and skills training programs.

Secondary Education: U.S. support is needed to train staff, UAE high-school counselors, and English teachers. The U.S. government is working with the UAE Ministry of Education to leverage U.S. expertise for the professional development of English teachers and counselors. To meet the needs of Emirati students, there is a need in the United Arab Emirates for high-quality schools that cater specifically to local preferences (for example, by offering gender segregation and adequate provision of Arabic and religious studies). For expatriate families, there is a need for high-quality schools, with fees in the low- to mid-tuition range, structured around the International Baccalaureate (IB) and U.S. curriculum, among others. There is also an opportunity to leverage the United Arab Emirates’ drive to become a test bed for innovation by introducing schools with modern, digital approaches to education.

Boarding School Programs: Under the Boarding School Program, ADEK started offering boarding school opportunities for talented Emirati high school students across Abu Dhabi, from grades 9 to 12 (years 10 to 13).

Online Programs: The UAE Ministry of Education does not award scholarships to Emirati students enrolled in online programs. Opportunities exist for two-way virtual exchange programs between U.S. and UAE universities.

Research & Development: Joint collaboration in research and development presents opportunities for U.S. and UAE universities. The UAE Ministry of Education is interested in the following research focus areas: Space, Artificial Intelligence, and Health Sciences.

Professional Training Services: Opportunities exist for programs in executive education, training opportunities, and leadership development. However, many large companies build their programs
in-house.

Education Technology: Opportunities exist to expand ties between the United States and the United Arab Emirates through connections with top U.S. education technology companies.

DIGITAL MARKETING STRATEGIES

According to International Education Specialists’ (IDP) United Arab Emirates office, the digital marketing strategies used by students are the following:

For most educational webinars and online sessions, UAE-based students use Microsoft Teams and Zoom, as well as WebEx. These platforms are not only used by in-country schools, but also by competitor countries to reach students in the United Arab Emirates.

Additionally, Instagram, TikTok, Snapchat, YouTube (for streaming videos), and Facebook are the most popular social media sites for UAE students, although Facebook is less popular among the younger generation. The most popular information search site for UAE students is Google. Therefore, it is important to make sure content on educational opportunities is up-to-date and your institution’s search engine optimization (SEO) strategy is strong. Some of the popular online platforms for UAE students seeking job opportunities are Gulf Talent, Monster, Bayt.com, and LinkedIn. However, not all students have a LinkedIn account.

Students and parents are generally kept informed of education events and opportunities via email marketing, online, through counselors and local schools, education fairs, and the U.S. Embassy Abu Dhabi’s social media platforms. Education events allow students the opportunity to meet universities in-person or through virtual channels.

EVENTS

•    International Consultants for Education and Fairs (ICEF) Dubai
Emirates Towers Dubai, Dubai, UAE
February 12-14, 2025
Website: ICEF Dubai - https://www.icef.com/events/icef-dubai/
•    Ajman International Fair for Education and Training (AETEX)
Emirates Hospitality Centre Ajman. Al Khail Street, Jurf 2, Ajman City, Ajman City Center
February 24-27, 2025
Website: AJMAN – Ajman International Fair for education and training - https://aetex.ae/en/home/
•    Education Interface
ADNEC Center Abu Dhabi
April 17-18, 2025
Website: Education Interface 2025 | ADNEC Centre Abu Dhabi - https://www.adnec.ae/en/eventlisting/education-interface-2025
•    Global Education and Training Exhibition (GETEX)
Dubai International Convention and Exhibition Center, Dubai, UAE
April 30-May 2, 2025
Website: https://mygetex.com/
•    Najah Expo Dubai
Dubai World Trade Center (DWTC), Dubai, UAE
October 5-7, 2025
Website: https://informaconnect.com/najahexpo/
•    Najah Expo Abu Dhabi
Abu Dhabi National Exhibition Centre (ADNEC), Abu Dhabi, UAE
October 19-21, 2025
Website: https://informaconnect.com/najahexpo/
•    Global Education Supplies and Solutions (GESS)
Dubai World Trade Centre (DWTC), Zabeel Halls 4, 5, 6, Dubai, UAE
Website: https://www.gessdubai.com/

RESOURCES

•    U.S. Commercial Service - UAE: https://www.trade.gov/united-arab-emirates
•    The Abu Dhabi Department of Education and Knowledge (ADEK): https://www.adek.gov.ae/
•    ADEK Charter Schools: https://charterschools.ae
•    Dubai International Academic City (DIAC): https://diacedu.ae/
•    EducationUSA Abu Dhabi: https://educationusa.state.gov/centers/us-embassy-abu-dhabi
•    Federal Budget: Federal Budget - https://u.ae/en/information-and-services/finance-and-investment/budget/federal- finance#:~:text=Federal%20budget%202024&text=The%20federal%20budget%20for%202024,public%20and%20university%20education%20programs
•    International Education Specialists: https://www.idp.com/uae/
•    Knowledge and Human Development Authority (KHDA): https://web.khda.gov.ae/en/
•    Madrasa (the eLearning platform)- The Official Portal of the UAE Government: https://u.ae/en/information-and-services/education/online-training/madrasa
•    Ministry of Education: https://www.moe.gov.ae/Ar/Pages/home.aspx
•    Ministry of Education – Strategy: https://u.ae/en/about-the-uae/strategies-initiatives-and-awards/strategies-plans-and-visions/human-resources-development-and-education/national-strategy-for-higher-education-2030

U.S. COMMERCIAL SERVICE CONTACT

Maya Najm, Senior Commercial Specialist
U.S. Commercial Service – Abu Dhabi, UAE
Phone: +971 2 414 2518
Email: Maya.Najm@trade.gov
Website: https://www.trade.gov/united-arab-emirates

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Ukraine

QUICK MARKET STATS

Capital: Kyiv
Population: 35,661,826 (CIA World Factbook 2024 estimate)
GDP: $178,757 million (2023 GDP Current $USD)
GDP Per Capita: $5,069 (2023 GDP/Capita Current $USD)
Currency: Ukraine hryvnia (UAH)
Language: Ukrainian (official)
UNESCO Student Mobility Number: Ukraine had 76,802 students studying abroad in 2022 according to UNESCO.

U.S. Census Bureau International Database: Approximately 21.4% of the population in Ukraine is under 25 years old.

OVERVIEW

The war in Ukraine has had a devastating impact on the country’s education system and has caused a significant displacement of school-aged children, both within the country and abroad. Before the full-scale invasion on February 24, 2022, Ukraine had approximately 5.6 million secondary and tertiary students. By July 2024, the number of Ukrainian school-aged refugees across Europe had reached 1.4 million, according to the United Nations High Commissioner for Refugees (UNHCR). Globally, the total number of Ukrainian refugees stands at 6.74 million, with 6.168 million registered in Europe and an additional 571,000 outside Europe.

Over the past two years, the Russian military’s actions have severely damaged Ukraine’s education infrastructure, destroying one in every seven schools. This has forced nearly two million students to depend on online or hybrid learning models to continue their studies.

Ukrainian Students in USA: Ukraine currently ranks as the 52nd leading place of origin according to the IIE Open Doors® 2024 Report on International Education Exchange. In academic year 2023/24, 2,183 Ukrainian students studied in the United States, which represents a 5% increase in enrollment numbers from the previous year. Enrollment distribution shows:
•    55% of bachelor’s programs,
•    26% graduate studies,
•    14% optional practical training,
•    5% non-degree programs.

Education Reform in Ukraine: In 2024, Ukraine initiated an ambitious education reform to address serious challenges and lay a foundation for economic and social recovery. The reform will focus on:
1.    Education management: Enhancing governance for efficiency and transparency.
2.    Teacher development: Improving training and support.
3.    Curriculum modernization: Aligning content with current needs.
4.    Digital transformation: Expanding access to digital tools and e-learning.
5.    Inclusivity: Ensuring equitable access for all, including displaced and disabled students.

2027 Ukraine Education Strategic Goals
1.    Develop early education.
2.    Fully implement New Ukrainian School Reform (https://mon.gov.ua/en/tag/new-ukrainian-school?&type=all&tag=new-ukrainian-school).
3.    Modernize extracurricular education.
4.    Transform vocational education.
5.    Ensure high-quality higher education.
6.    Promote science and innovation.
7.    Advance European integration in education.
8.    Accelerate digital transformation.

Oksen Lisoviy, the Minister of Education of Ukraine, believes that war and forced migration, on the one hand, and globalization and European integration, on the other hand, will foster changes in Ukraine’s education system. The country stands at the threshold of transformation to meet the demands of new realities and foster sustainable development of Ukraine’s education system. International cooperation and innovations will help Ukraine bring back its people after the war is over and educate the next generation to rebuild the country.

SUB-SECTORS

• Higher Education
• Secondary Education

DIGITAL MARKETING STRATEGIES

In October 2024, Ukraine launched the first state educational education application Mriia (Dream) (https://mriia.gov.ua/en) for students, parents, and teachers to inspire learning and help everyone find themselves in a modern world. In the coming years, the Government of Ukraine will focus on AI technologies to fill the gaps in education caused by war. Mria is open to partnerships with other edtech companies and educational projects that will inspire Ukrainians to learn and grow.

RESOURCES

•    U.S. Commercial Service Ukraine: https://trade.gov/ukraine
•    U.S. Commercial Service Global Education Team: https://trade.gov/education-industry
•    Ministry of Education and Science of Ukraine https://mon.gov.ua/eng
•    American Councils Kyiv https://educationusa.state.gov/centers/american-councils-kyiv
•    America House Kyiv http://www.americahousekyiv.org/
•    Mria Platform https://mriia.gov.ua/app

U.S. COMMERCIAL SERVICE CONTACT

Yulia Myronenko, Commercial Specialist
U.S. Commercial Service – Kyiv, Ukraine
Phone: +380-44-521-5640
Email: Iuliia.myronenko@trade.gov
Website: https://trade.gov/ukraine

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Vietnam

QUICK MARKET STATS

Capital: Hanoi
Population: 105,758,975 (CIA World Factbook 2024 est.)
GDP: $429.72 billion (2023 GDP Current $USD)
GDP Per Capita: $4,282.10 (2023 GDP/Capita Current $USD)
Currency: Vietnamese dong (VND)
Language: Vietnamese (official)

UNESCO Student Mobility Number: Vietnam had 134,141 students studying abroad in 2022 according to UNESCO.
U.S. Census Bureau International Database: Approximately 37.7% of the population in Vietnam is under 25 years old.

OVERVIEW

Education and training are top priorities for the government, which aims to equip the labor force with essential scientific, technological, and management skills. As new industries expand, a university degree is becoming increasingly important for young Vietnamese workers seeking higher-paying jobs in emerging sectors, particularly in the high-tech industry.

Additionally, the domestic education market in Vietnam continues to strengthen due to a significant increase in per capita income, robust growth in both the manufacturing and services sectors, and the strong emphasis Vietnamese families traditionally place on providing a solid education for their children. Consequently, domestic educational offerings are improving. However, a large percentage of university graduates require further training to secure jobs in their fields, highlighting the need for more practical and effective education. Recognizing this gap, many Vietnamese families and students are seeking educational opportunities abroad.

According to data from the Department of International Cooperation under the Vietnamese Ministry of Education and Training (MoET), there is a strong interest among Vietnamese students in studying abroad, with the total number of students pursuing education abroad exceeding 230,000 in 2023. The most popular destinations for Vietnamese students include South Korea, Japan, Australia, the United States, Taiwan, China, and Canada.

Top Destinations for Vietnamese Students

Source: Department of International Cooperation, Vietnamese Ministry of Education and Training

SUB-SECTORS

Higher Education: According to the IIE Open Doors® 2024 Report, the number of Vietnamese students studying in the United States in 2023-2024 academic year was 22,066, accounting for 2% of the total number of international students studying in the United States and contributing more than $1 billion USD to the U.S. economy.

Of the 22,066 Vietnamese students enrolled in higher education in the United States, 62.8% (13,848) were undergraduates, 18.2% (4,014) focused on graduate study level, 16% (3,533) enrolled in Optional Practical Training (OPT), and the remaining 3% (671) percent were pursuing non-degree programs. Vietnam is currently ranked as the 6th international student place of origin by IIE for the 2023-2024 academic year.

Source: IIE Open Doors® Report

Total Number of Vietnamese Students Studying in US

Total Number of Vietnamese Students at U.S. Universities and Colleges by Major Field of Study

2021-2022

2022-2023

2023-2024

Total Students

STEM*

20,713

47.1%

21,900

47.6%

22,066

48.5%

Business & Management

Math & Computer Science*

25.6%

19.3%

24.7%

21.5%

24.2%

22.4%

Education

Engineering*

1.1%

11.7%

1.1%

11.8%

1.0%

11.8%

Physical & Life Sciences*

Health Professions*

10.7%

5.4%

9.6%

4.7%

9.3%

5.0%

Social Sciences

Fine & Applied Arts

5.7%

4.0%

5.9%

4.1%

6.0%

4.0%

Humanities

Intensive English

1.5%

0.7%

2.2%

1.6%

1.3%

Other

Undecided

11.3%

3.1%

10.3%

2.8%

11.1%

2.6%

(Source: IIE Open Doors® Report)

*Science, Technology, Engineering, and Math (STEM) field
Note: Percent distribution may not total 100.0 due to rounding.

Among community college enrollees, Vietnamese students continue to constitute the second- largest group of foreign students, accounting for approximately 6.9% of all international enrollments in the 2023-2024 academic year, according to the IIE Open Doors® 2024 Report.

Secondary Education: In the United States, there were 54,558 international students in K-12 education during the 2023 calendar year. Below are the top five countries of citizenship with the most significant number of international K-12 students in the United States in calendar year 2023.

China: 26.3% (14,329)
South Korea: 7.4% (4,059)
Mexico: 6.8% (3,732)
Spain: 5.9% (3,195)
Vietnam: 5.8% (3,187)

Vietnamese students in the U.S. for K-12 education

School Year	Number of Vietnamese Students
2021	3,323
2022	2,933
2023	3,187

(Source: SEVIS of the U.S. Department of Homeland Security)

Online Programs: Vietnam’s online learning development is progressing due to several factors: (1) the Vietnamese government’s commitment to enhancing IT applications and digital transformation in education and training, (2) improvements in internet infrastructure, and (3) an increase in the number of smartphone and mobile device users. However, there are significant barriers that hinder the potential of online learning programs.

1. Quality Concerns: Despite the growth in online education, there are ongoing issues regarding the quality of online courses compared to traditional classroom settings. Many countries implementing online learning face similar challenges.

2. Time Zone Differences: For international online programs, time zone differences can impact students’ experiences. For example, lectures held in certain parts of the United States can take place early in the morning, which corresponds to late at night in Vietnam.

3. Perception Issues: In Vietnam, the e-learning market faces challenges due to stereotypes surrounding online education. Degrees obtained through online programs are often referred to as “distance learning,” a term that is typically associated with inferior or informal educational alternatives, particularly for learners who may have faced academic struggles or financial barriers. Furthermore, online qualifications are often less recognized by employers in Vietnam.

4. Social Interaction: The lack of interaction between teachers and students, as well as among students themselves, is a significant barrier. Online learning can limit face-to-face engagement, resulting in restricted feedback and a less enriching educational experience.

5. Learner Motivation: Maintaining motivation in an online learning environment is challenging for many Vietnamese students.

6. Data Localization Laws: In 2022, the Government of Vietnam promulgated Decree No 53/2022/ND-CP, which subjects foreign enterprises that provide services on telecommunications networks, the Internet, and value-added service (VAS) in cyberspace on a cross- border basis, including those offering online education are required to store the personal data collected from Vietnamese users in Vietnam if it receives a formal request for data retention from the Ministry of Public Security.

Education Technology: Vietnam’s education technology (EdTech) sector is undergoing rapid growth and transformation, driven by increasing digital adoption and robust government support. The market is projected to reach USD $364.7 million by 2024, with a compound annual growth rate (CAGR) of 13.5% through 2032 (https://www.sospgroup.com/post/vietnam-s-edtech-sector-trends-opportunities-and-challenges and https://jdi.group/vietnam-edtech-opportunities-for-business/).

Key aspects of Vietnam’s EdTech landscape include:

• Digital Adoption: High internet and smartphone penetration, along with improved internet infrastructure, are fueling the expansion of EdTech.

• Diverse Segments: The market includes various segments, such as K-12 education, language learning, STEM/STEAM education, and higher education.

• Government Support: The Vietnamese government has implemented policies to promote technology in education, including making English compulsory for primary-level students.

• Investment Attraction: The sector has attracted significant foreign investment, with approximately USD $200 million invested in EdTech startups in 2023. (https://edtechagency.net/overview-of-the-edtech-market-in-vietnam/)

• Industry Players: Over 750 EdTech companies operate in Vietnam, providing hardware, software, and services. (https://edtechagency.net/overview-of-the-edtech-market-in-vietnam/)

• Online Learning Growth: The number of online education users is expected to reach 11.8 million by 2029. (https://www.statista.com/outlook/emo/online-education/vietnam)

• Pandemic Impact: The Covid-19 pandemic accelerated the adoption of online learning, shifting attitudes toward digital education.

Despite these advancements, the sector faces challenges, including digital inequality and limited social interaction in online learning environments. However, the Vietnamese education system is adapting to leverage the potential of edtech in the new normal, focusing on enhancing learning motivation, student engagement, and digital competence.

OPPORTUNITIES

The United States is the preferred destination for Vietnamese students and their families when considering study abroad opportunities. When assessing schools, Vietnamese students prioritize factors such as available majors, campus environment, scholarships, academic requirements, and internship and job opportunities. In contrast, parents tend to focus on the school’s location, campus safety, overall costs (including tuition and living expenses), connections with other universities and colleges, and the emphasis on skills that enhance employability.

However, Northern and Southern Vietnamese families have distinct priorities when selecting U.S. schools for their children, reflecting regional differences in educational approaches:

Southern Vietnamese Families Prioritize:
•    Location: The geographical setting of the university is a key factor in their decision-making.
•    Financial Aid and Scholarships: These are crucial considerations when choosing a school.
•    Total Cost: This includes both tuition and living expenses.

Northern Vietnamese Families Focus On:
•    School Rankings: They pay more attention to the prestige and ranking of educational institutions.
•    Key Performance Statistics: This includes metrics such as standardized test scores.
•    Graduate Outcomes: They consider the number of graduates who successfully transfer to 2-year and 4-year colleges and universities.

Despite these regional differences, both Northern and Southern Vietnamese families share some common considerations:
•    Campus Safety: Ensuring a safe environment for their children is a primary concern.
•    Employment Prospects: Families in both regions value the importance of focusing on employment skills and future career opportunities.
•    Cultural Adaptation: Families across Vietnam are interested in how well their children will adjust to life abroad.

It’s important to note that while these regional trends exist, individual family preferences may vary. The overarching goal for Vietnamese families is to provide their children with a quality education and improved career prospects through studying abroad.

Four-year University/Graduate Degree: Many Vietnamese students are primarily interested in four-year undergraduate programs at U.S. universities, although a significant number also pursue graduate studies in the United States. The most popular fields of study among these students are science, technology, engineering, and math (STEM), followed by business and management, as well as physical and life sciences.

High Schools/Boarding Schools: There is growing interest among Vietnamese families in sending their children to the United States to enroll in high school and boarding schools. Families believe that attending 2-3 years of high school in the United States will help their children better adapt to life at a U.S. university or college. This experience is thought to enhance their cultural, academic, and social adaptability, ultimately improving their chances of success in pursuing a higher education degree.

It is important to note that Vietnamese parents prioritize providing a safe and comfortable environment for their children when selecting boarding schools. Other factors that influence their decision-making include financial aid and scholarship packages, as well as the relationships schools have with community colleges and universities. These connections can facilitate a smooth transition for students to U.S. higher education institutions.

Joint-Degree Programs: Partnering with local institutions to offer joint-degree programs such as 1+3, 2+2, 3+1, or 3+1+X is an opportunity for U.S. educational institutions.

The Vietnamese government’s top three priorities are improving infrastructure, implementing institutional reform, and developing human resources. Among these, enhancing domestic education stands out as a crucial objective in various plans. The initiatives have ambitious goals, including a 10% annual increase in domestic university enrollment and the development of a higher education system that aligns more closely with global standards. As a result, the Vietnamese government has increased budget allocations, liberalized private sector involvement, and encouraged foreign participation in the development of education and training services.

As the Vietnamese government grants institutions greater autonomy in managing their operations, local educational institutions are increasingly interested in expanding partnership opportunities with foreign institutions, particularly those in the United States.

DIGITAL MARKETING STRATEGIES

Facebook, YouTube, Instagram, and TikTok are the most popular social media platforms among Vietnamese students. Vietnamese parents are also highly active on Facebook. Users aged 18 to 35 represent 75% of Facebook’s user base in the country. Additionally, Facebook is widely used for streaming videos.

Google is the leading search engine among Vietnamese users, guiding them to various educational opportunities, including the official websites of educational institutions. Therefore, investing in and regularly updating your website is an effective strategy for promoting your institution.

LinkedIn is the preferred platform for students seeking job opportunities. Users can receive job advertisements and alerts about free training programs.

While popular social media channels and search engines provide access to a large Vietnamese audience, it is more effective to focus on target customers. Schools should consider partnering with local education agents to promote their offerings on these agents’ websites. Those students and parents who visit the local education agents’ websites are typically interested in studying abroad and seek information that can aid in their decision-making process.

EVENTS

The U.S. Commercial Service’s office in Vietnam can assist U.S. education providers interested in entering or expanding their presence in the Vietnamese market through the delivery of customized services and value-added programming, and client outreach events designed to promote the United States as a premier study destination.

There are several education fairs in Vietnam annually, including events organized by EducationUSA. For more information, please visit https://educationusa.state.gov.

RESOURCES

•    U.S. Commercial Service Vietnam: https://trade.gov/vietnam
•    Higher Engineering Education Alliances: https://heeap.org
•    Viet Abroader: https://abroader.org/
•    Fulbright Vietnam: https://fulbright.edu.vn

U.S. COMMERCIAL SERVICE CONTACT

Ms. Huong Nguyen, Commercial Assistant
U.S. Commercial Service – Ho Chi Minh City, Vietnam
Phone: +84-28-3520-4680
Email: Huong.Nguyen@trade.gov
Website: https://trade.gov/vietnam

Ms. Ngan Thai, Commercial Assistant
U.S. Commercial Service - Hanoi, Vietnam
Phone: +84-24-3580-5199
Email: Ngan.Thai@trade.gov
Website: https://trade.gov/vietnam

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2025 Education Resource Guide Report Index

Major Field of Specialization

2022/2023

Academic Level

2020/2021

2021/2022

2022/2023

2023/2024

Area of Study

2021/22

2022/23

2023/24

Belize

Costa Rica

El Salvador

Guatemala

Honduras