New data has revealed a significant increase in global awareness and student interest in studying in Wales, with figures showing the country has the strongest growth in international student numbers across the UK.
A new independent evaluation of the Study in Wales brand – part of the Global Wales program – reveals that international recognition of Wales as a study destination has more than doubled in just three years.
In 2022, only 21% of prospective international students were familiar with Wales. By 2025, that number had grown to 44%, with especially strong gains in priority markets such as India and the US.
According to the data, student interest from India rose sharply, from 18% in 2022 to 32% in 2025, while interest from the US more than doubles, from 14% to 32%.
Some 76% of students said they were more likely to consider studying in Wales after seeing a Study in Wales advert. In 2022, only 21% of prospective international students were familiar with Wales.
But by 2025, that number had grown to 44%, with especially strong gains in priority markets. Respondents commonly described Wales as beautiful, welcoming, safe and exciting.
Tom Woodward, assistant director of International at Universities Wales, noted that Wales is increasingly seen as a top choice for students drawn to its education quality, culture, and welcoming environment.
“Study in Wales has been instrumental in putting Welsh universities on the global map,” he said.
“Through the brand, our institutions work collaboratively to ensure that the warm welcome on offer in Wales is understood by prospective international students and partners. The fact that recognition of Wales has doubled across our key markets is testament to the success of this work, and that of the wider Global Wales programme.”
According to recent HESA data, Wales led the UK in international student growth between 2020/21 and 2023/24. In key markets such as India and the US, Wales outperformed other UK nations in attracting international students, establishing itself as a serious contender in the global education sector.
Universities in Wales are increasingly growing in recognition due to increased international interest in the country.
For example, Wrexham University reported a noticeable increase in interest from US students following celebrity investment into Wrexham A.F.C. – with students associating the institution with Hollywood actors Ryan Reynolds and Rob McElhenney after a Disney+ documentary that charted their involvement with the once-ailing football club.
