The study, Mapping the internationalisation strategy landscape across the European Higher Education Area (EHEA), published by the EAIE and the ACA, found that while regional collaboration remains strong, European governments are expanding their focus to attract students from non-EU markets.
“An increasing number of countries show interest in venturing beyond Europe,” the report notes, pointing to growing efforts to recruit students from regions such as Asia, Africa and the Americas.
China has long been a major source of international students, with thousands studying abroad each year. However, South Asian markets, particularly India, are also emerging as key recruitment targets.
An increasing number of countries show interest in venturing beyond Europe
Mapping the internationalisation strategy landscape across the EHEA
The shift is reflected in how individual countries are positioning themselves internationally.
In France, the government’s “Choose France” strategy aims to attract 500,000 international students by 2027, supported by measures such as simplified visa processes and expanded English-taught programs.
However, the country has recently announced that it will up fees for non-EU students as part of the strategy, as it moves to shape international recruitment. Critics have blasted the move as a “blow to university autonomy”.
Germany’s latest internationalisation strategy emphasises diversifying global partnerships and retaining international talent, particularly in a changing geopolitical climate.
Meanwhile, Ireland’s Global Citizens 2030 strategy focuses on building its reputation as a “first-choice destination” for international learners and researchers, with plans to expand its global presence through talent attachés and new mobility schemes. Ireland has also enjoyed a surge in interest from US and Indian students recently, with international enrolments reaching their highest point to date.
Norway is also targeting key markets outside Europe – including the US, India and China – through its Panorama strategy, which links higher education, research and innovation partnerships.
The report, which analyses policies across 47 countries in the EHEA, shows that internationalisation strategies have matured significantly. Just 13 countries – including Austria, the Czech Republic, Italy, Switzerland and the United Kingdom – currently have a dedicated international education strategy in place.
Others pursue internationalisation through broader education, research or economic policies, with the report stressing that the absence of a formal strategy does not necessarily indicate weaker performance.
A notable trend is the shift towards “internationalisation for all”, with countries placing greater emphasis on widening access and ensuring participation from underrepresented groups.
However, the report highlights persistent challenges, including visa restrictions and difficulties in recognising international qualifications – issues that continue to hinder global mobility. These challenges are compounded by a more volatile global environment, with geopolitical tensions and shifting political attitudes influencing national strategies.
As a result, future policies are expected to become more adaptive, with greater emphasis on flexibility, crisis management and long-term resilience.
Looking ahead, the report suggests that national strategies will become more evidence-driven and outward-facing, with a stronger focus on communicating the value of international education to governments and the public.
