ZOOM WEBINAR
K-12 student recruitment in 2027: Which source markets, and how to enter them
A data-backed view for K-12 student recruitment leaders on the source markets worth prioritising in 2027 and what it takes to enter them
K-12 STUDENT RECRUITMENT IN 2027
About the webinar
Most K-12 schools still lean on a handful of familiar source markets. That concentration is a growing risk, and diversification is no longer optional.
For most K-12 schools, international student recruitment still rests on a few established source markets. That reliance is becoming harder to justify. A diverse classroom isn't only what parents increasingly look for; it's what keeps student enrolment stable when any single market shifts.
In this webinar, BONARD Education gave K-12 student recruitment leaders a clear, data-backed view of the source markets worth prioritising in 2027: which to consolidate, which to test, and which are early enough to move on before competitors do.
Watch the recording or request the presentation below.
"The challenge isn't access to data. It's understanding what that data means for your student recruitment strategy. This session was built to help schools identify high-potential source markets and understand how to enter them effectively."
K-12 STUDENT RECRUITMENT IN 2027
Topics covered
K-12 student enrolment across destinations
current international student numbers and how they're shifting
Source markets per destination
which source markets drive K-12 student enrolment, and what the data signals for 2027
A prioritised 2027 shortlist
Indonesia, Türkiye, Kazakhstan, Brazil, Mexico, and what it takes to enter each
K-12 STUDENT RECRUITMENT IN 2027
Key takeaways:
There is no single K-12 student mobility trend
The four major English-speaking destinations diverged sharply. Canada fell from roughly 148,000 K-12 students in 2024 to about 73,000 in 2025 on policy measures, with early 2026 permit data now pointing to stabilisation. The UK declined 10% as VAT on independent-school fees raised costs for families. The US held broadly stable but showed a weaker new-student pipeline. Australia grew 4% for a second consecutive year, with a 92% visa grant rate. Destination strategy can no longer be set at the "international" level; each market needs its own read on policy, cost and pipeline.
Falling headline numbers often mask redistribution, not lost demand
Brazil (−28%) and Mexico (−31%) both looked like declining markets, but the drop was driven almost entirely by students moving away from Canada. The US held stable and became the leading destination for both. Underlying family demand for international education has not disappeared; it is moving between destinations as policy and access shift. Read a market's total mobility and destination mix before writing it off — the opportunity may simply have relocated to a destination you also serve.
A balanced source-market portfolio matters more than ever
High-volume source markets such as China and India still drive the largest numbers but recorded significant declines in 2025, showing the risk of relying too heavily on a few markets. The data points to three strategic groups: established markets to protect and consolidate, resilient markets (Germany, Japan, Brazil, Mexico, Türkiye and others) for a stable middle layer, and smaller growing markets (Indonesia, Kazakhstan, Tunisia and others) to test selectively or enter early.
Identifying a source market is only the start, entry depends on fit and partners
Moving from source market potential to student enrolments requires assessing genuine fit (demand for your study destination and school type, family priorities and purchasing power, calendar and curriculum compatibility), identifying partners with relevant K-12 experience rather than simply the largest agencies, and developing those relationships over time. BONARD's 2027 K-12 Trade Mission calendar was introduced for institutions ready to move from interest to direct engagement.
K-12 STUDENT RECRUITMENT IN 2027
Webinar recording
Missed the live session? The full recording is available for subscribers or upon request (via the form below).
CONTACT FORM
Recording and presentation - request form
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