Brazil has long been an important source of international students, but understanding the Brazilian market requires more than looking at population size or the number of young people interested in studying overseas. The real question for international universities is how to turn that interest into informed decisions, applications and, ultimately, enrolments.
From my experience working in Brazil’s higher education sector, I see significant potential for Irish institutions to attract more Brazilian students. Realising this potential, however, requires a deeper understanding of students’ priorities, the barriers they face and how Ireland can differentiate itself in an increasingly competitive international education market.
This is where Education in Ireland plays a vital role: raising awareness of Ireland as a higher education destination, strengthening connections with the Brazilian market and helping Irish institutions turn interest into meaningful recruitment opportunities.
For Brazilian students and their families, choosing to study abroad is a significant financial and personal decision.
They want a high-quality qualification, international experience and better career prospects, but they also need to understand the return on their investment. Tuition fees, living costs, accommodation availability and access to reliable information all influence the final decision.
This means that promoting a university ranking or an attractive campus is rarely enough.
Students want to know what studying at a particular institution could mean for their future. They need clear information about programmes, entry requirements, scholarships, internships, career services and the practicalities of living in another country.
Ireland has an opportunity to communicate its strengths in a way that connects directly with students’ ambitions. It offers an English-speaking higher education environment within the European Union, with institutions providing programs across areas such as business, technology, engineering and the humanities.
Its international outlook and connections with global industries can also appeal to students seeking an education with an international dimension.
Yet Ireland is competing with destinations that have stronger name recognition among some Brazilian audiences.
Countries such as Canada, the United States and the United Kingdom are familiar choices for many families. Irish institutions therefore need to explain not only what makes Ireland different, but why those differences matter.
There is also an opportunity to look beyond Dublin. Other Irish cities including Cork, Limerick and Galway offer distinctive university environments and student experiences.
Greater visibility for institutions across the country could help students discover programmes that match their academic interests, preferences and budgets.
Students rarely make these decisions in isolation. Parents, school counsellors, education agents, alumni and university representatives can all influence the process. Developing relationships with these groups is essential, particularly when students are unfamiliar with a destination or unsure where to begin.
Universities can strengthen their presence in Brazil through consistent engagement, accessible information sessions, meaningful partnerships and direct conversations with prospective students.
Local expertise matters too, and is key for success. Understanding regional differences, family expectations and the questions students may be reluctant to ask can make communication more relevant and effective.
Institutions should also be transparent about costs, accommodation, student support and immigration requirements. Realistic expectations help students make better decisions and contribute to a more positive international student experience.
Brazil should not be viewed simply as a large market to tap into. It is a diverse country, where students’ ambitions, financial circumstances and priorities vary considerably. Successful recruitment strategies must reflect this diversity rather than rely on a one-size-fits-all approach.
In today’s increasingly competitive international education landscape, shaped in part by the rise of AI, the emphasis should be on value rather than volume. This means building meaningful relationships and clearly demonstrating how an international education can support students’ individual aspirations and long-term goals.
For Irish higher education institutions, the opportunity lies in developing lasting relationships in Brazil, communicating the value of their programmes and making the student journey as clear, accessible and straightforward as possible. In an increasingly digital world, timely, relevant and easy-to-understand information can make a real difference in helping students move from initial interest to informed decisions.
Ultimately, attracting Brazilian students is not just about convincing them to choose Ireland. It is about helping them see how an Irish education could fit their aspirations and giving them the confidence to take the next step.
That is where awareness becomes trust, and where market potential can become a lasting partnership.
About the author:
Simone Ricci holds a Law degree and a Master’s in International Business, specialising in the education sector. With over 20 years of experience in international education, she has worked with international institutions supporting Brazilian students pursuing study opportunities in the UK, Canada and Switzerland. She currently represents Education in Ireland in Brazil, supporting Irish higher education institutions in developing student recruitment strategies and institutional partnerships in the Brazilian market.
