The upcoming elections on November 5 are a pivotal moment – not only for the American population but also for international higher education. While candidates from both major parties (Republican and Democrats) make their political stance, the sector will have to prepare for the new perceptions and decisions of prospective international students.
Currently, 52% of international students perceive the US as offering “good work opportunities” (QS Country Perceptions Survey 2024). But, it is also “expensive”, according to 44% of respondents.
As we’ll explore, the President of the US has a real impact on the student perception of the country.
The US elections will impact students’ study decisions
According to the QS Country Perceptions Survey 2024, 54% of international students globally believe elections would either significantly, moderately or slightly affect their study choices. Students from Western Europe (33%) are more likely than any other region to be significantly affected by electoral outcomes.
35% of students globally are more likely to consider the US should the Democrats win the US election. African, Middle Eastern and Latin American students all report that they are more likely to consider the US at higher rates than the global average.
If the Republicans win, 25% of international students are more likely to consider the US. While significant, this is 10% lower than the percentage who would be more likely to consider the US following a Democrat win. Interestingly, we also see that interest from Western European students drops significantly in this scenario – 50% of Western European students are less likely to consider the US should the Republicans win.
This data highlights a significant regional sensitivity to US political dynamics, suggesting that many students’ study choices could potentially shift based on election outcomes. There is, however, a clear preference among international students for the Democrats to win.
Leveraging QS data for US institutional success
What can US universities and business schools do to minimise the impact of the upcoming election?
Promote a welcoming environment: Highlighted in a recent QS report, Destination: US and Canada, 50% of international students consider a welcoming environment as one of the most important factors when looking to study in the US. International students seeking to study at a university or business school highly value feeling comfortable in a new country with regards to language, customs and academic expectations. Institutions should emphasise the inclusivity, diversity, and support services available on-campus in marketing materials. Include testimonials from current international students, virtual campus tours showcasing multicultural events, and information about support networks and resources for international students.
Focus on targeted markets: As the QS Country Perceptions Survey 2024 highlighted above, 51% of students from the Africa and Middle East region feel that the US elections won’t have an impact on their decision-making to pursue education there. Institutions should intensify their recruitment efforts in these regions, tailoring their outreach to address specific cultural and educational aspirations. This could involve increasing participation in regional education fairs, forming partnerships with local educational institutions to increase community engagement and support, and offering webinars and virtual information sessions tailored to prospective students from these areas.
Understand subject demand: With the data shown in the image above, universities can understand what subjects are of significant interest to US-bound students. Highlight strong performance in Engineering and Technology, Business and Management, Computing and Social Sciences. As seen in Destination: US and Canada, usage of YouTube and Instagram is high among students looking to study in the US. Consider how you can share subject performance on the social media platforms students use.
Benchmark institutional performance: While the QS International Student Survey 2024 indicates Engineering and Technology being highly sought-after by international students interested in US-study, there are significantly fewer ranked institutions in this field compared to other subjects, according to the QS World University Rankings by Subject 2024. This presents a potential area for growth and development for universities in the US to expand their programmes and departments to accommodate the high demand from students and eventually, improve their reputation in the rankings.
