MARKET INSIGHT

Why Japan?

Japan remains a significant outbound student market, with 28,600 university-level students studying abroad in 2024/25, although mobility is constrained by demographic decline and a strong domestic higher education sector. Outbound students continue to favour geographically accessible destinations, with the US, Australia and Canada among the key English-speaking markets, while nearby Asian destinations are also attracting growing interest. Cost, distance and the perceived value of overseas study are becoming increasingly important in destination selection. This creates an opportunity for international education providers that can clearly demonstrate academic quality, career outcomes, affordability and accessible study pathways. Direct engagement in Japan can help institutions communicate this value more effectively, understand evolving student priorities and build relationships with partners able to reach the right student profiles.