The international student recruitment industry is getting more and more competitive: new providers are poaching from traditional markets often with new ways of delivering higher education while new study destinations are emerging everyday with distinctive marketing strategy. Global economic pressures are more acute which as a result is making Africa more attractive for international education providers.  Hence, competition to recruit African prospective international students has increased drastically. Due to growing competition in the market, international education providers require new innovative communication and marketing strategies and forecasting trends to keep up with potential international students and future generations of students from Africa.

There are many forces affecting student recruitment, from economy, immigration to security. For example, the UK recent changes to student visas and given the inclusion of foreign students in the net migration figures posed a new challenge for recruiters of international students to the UK.  This new challenge, allied to the fact that the long-standing competitors in luring foreign students to their shores- Australia, Canada, and some European countries including China- have upped their game, and working much more effectively. This means the marketplace is getting tougher everyday. However, these are not the only issues complicating matters. The cost of recruiting international students in Africa is also rising rapidly.

At a time of great change in the industry, it is imperative that those responsible for international recruitment from the region are kept up to date with the latest changes in there industry.

The theme for 6^th ASRC  ‘ 360 Degree Change in Traditional Student Recruitment- Africa in focus’ will provide the ideal opportunity to reflect on the radical changes happening in the African international students recruitment market; look at emerging trends and provide stakeholders with the information necessary to revise policies, priorities and strategies.

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