Industry Update I April 2026

APAC is the biggest source market globally, but policy and price are now steering where students land

Sarah Verkinova

By Sarah Verkinova
^{Head of International Education}

From a student mobility and visa-data perspective, APAC remains the anchor of global outbound demand: 55%+ of the world’s 6M+ internationally mobile students originate in the region. But what we observe now is a structural shift in how that demand converts into enrolments.

In a more policy-managed environment, students and families are behaving less like “brand seekers” and more like risk managers. The decision is increasingly shaped by visa certainty, processing friction, and total cost-to-value. Not just rankings or reputation. When those variables change, demand reallocates quickly.

This is why we are seeing APAC student mobility fragment across a wider set of study destinations. Traditional choices are diverging in performance, while intra-Asia hubs are retaining more students and parts of Europe are gaining relevance as a “stability + pricing” alternative.

In our latest blog, we break down what’s driving this redistribution, where APAC students are landing now, and what international student recruitment leaders can do to respond, including how to build a risk-weighted market portfolio using practical indicators like visa approval rates.

APAC: Student higher education enrolments

Read the full blog

SOURCE MARKET IN FOCUS

🇰🇷 South Korea

South Korea remains a stable, academically driven outbound student market, with students recognised for strong academic preparation, clear study goals, and high visa approval rates. Here are the key insights to consider when recruiting these students.

Enrolment & visa data

While the Big Four remains strong, South Korean students are exploring Europe (Germany, Netherlands), considering Asia (Japan, regional options), and comparing cost-to-value more carefully. You are no longer competing only with traditional study destinations. You are competing with a broader, more diverse set of options.

See how South Korea performs across study destinations >>

Enrolment & visa data
Recruiting through agents

South Korea is a structured and professional agency market, with a stronger emphasis on hierarchy. They are very punctual, so running meetings exactly on time is highly appreciated

For ongoing interactions, KakaoTalk is the preferred communication channel.

Learn more about working with South Korean agents >>

Join us for our upcoming Trade Missions

In addition to delivering tailored missions for our partners, we are launching our first BONARD-led Trade Mission, designed to open access to high-potential source markets that are difficult to enter independently.

We are kicking off with a K–12-focused Trade Mission to Indonesia on October 20, designed specifically for Canadian institutions.

A broader pipeline of markets we plan to visit has also been outlined.

If you are currently assessing new source markets or looking to strengthen your student recruitment partnerships, you can explore the details and submit your interest below.

Looking forward to seeing you at our upcoming events!

Join us for upcoming Trade Missions >>