MARKET INSIGHT

Why Vietnam?

Vietnam is one of Asia’s strongest outbound markets, driven by rising household purchasing power, strong family investment in education, and growing demand for internationally relevant skills and career opportunities.

University-level outbound mobility reached 140,650 students in 2024/25, with the Big Four destinations accounting for 32% of enrolments and growing by 19% compared with 2019/20.

However, increasing competition from more affordable and geographically closer Asian destinations, alongside strong price sensitivity, makes value, employability, and scholarships increasingly important components of institutions’ value propositions. In this environment, establishing visibility and trust with students, parents, and education agents is critical to standing out in an increasingly competitive recruitment landscape.