Destination: Spain is a report empowered by data from the QS International Student Survey 2024 – the largest of its kind. To assist Spanish universities in informing their student recruitment strategy, we’ve analysed the perspectives of 6,106 international students interested in Spain. Find the key findings and recommendations from the report below.
Key findings from 6,101 students interested in studying in Spain
A welcoming environment is the number one draw for students interested in studying in Spain
When choosing a country, town, or city, a welcoming environment is the most important factor to students.
YouTube is the top social platform for finding a university
59% of those interested in Spain use YouTube to research universities. The second most common platform is Instagram (51%).
Independent recognition is vital in assessing a university’s teaching quality
For those looking to study in Spain, recognition via a nationwide scheme indicates high-quality teaching.
WhatsApp is crucial for communicating with prospective students
After email, WhatsApp was the second most identified communication channel students would like to use.
Financials are what worry prospective students most
Cost of living and availability of scholarships are the top two most common student concerns.
Our recommendations for universities in Spain
- Continue to use video as part of your student recruitment strategy. YouTube and Instagram are the most used platforms – be present on these platforms and deliver the messages students want to hear – about high-quality teaching and a welcoming environment – using engaging visual content.
- Use ranking and ratings to show that your teaching is high-quality and deliver this key message prominently across marketing channels. Spanish universities should also look for opportunities to evidence a welcoming environment, whether on-campus or nationally.
- Ensure WhatsApp is an available communication channel. Using the platform as part of the conversion and marketing matrix is key to reaching the students that want to study in Spain.
- Prospective students are concerned about their financials. Evidence the return on investment a degree from your institution provides, and highlight any scholarship opportunities or methods to save money on cost of living.
Discover more insights
Read Destination: Spain to find out what prospective students think about:
- Spain as a study destination
- The teaching and learning experience
- The process of applying to university
- Plus, a specific look at the perspectives of students from Latin America looking to study in Spain.
