Malaysian students exhibit a keen interest in the UK, Australia, and the US, with a growing inclination towards Japan and Jordan. Vietnamese students, on the other hand, show a preference for Asian destinations over Western ones.
Malaysian students exhibit a keen interest in the UK, Australia, and the US, with a growing inclination towards Japan and Jordan. Vietnamese students, on the other hand, show a preference for Asian destinations over Western ones.
Southeast Asian students are increasingly opting for study abroad experiences closer to home. A recent report by international education consultancy Acumen highlights this shift and sheds light on mobility and internationalization trends in the region, with a spotlight on Indonesia, Malaysia, Thailand, and Vietnam.
The 2024 Key Trends in Southeast Asia report reveals that 132,000 Vietnamese students ventured abroad in 2021-22, constituting 37 percent of the market. Likewise, Malaysia and Indonesia each sent over 50,000 students, while Thailand contributed 32,000 to the international student cohort.
While traditional English-speaking destinations maintain their allure among Southeast Asian families, there is a noticeable surge in interest towards regional alternatives.
UNESCO data underscores this trend, with Australia emerging as the top destination for outbound Indonesian students, closely followed by Malaysia. The United States, Japan, and the UK complete the top five destinations.
Meanwhile, Malaysian students exhibit a keen interest in the UK, Australia, and the US, with a growing inclination towards Japan and Jordan. Vietnamese students, on the other hand, show a preference for Asian destinations over Western ones.
Despite China not being captured in UNESCO data, it remains a formidable competitor in the region, having hosted a substantial number of Southeast Asian students before the pandemic.
Increasingly Asia-bound
Western institutions face heightened competition from Asian counterparts, with Japan, Korea, and Taiwan aggressively expanding their foreign enrollment targets. These nations increasingly entice students with post-study work opportunities, a compelling draw for international students.
Asian destinations offer not only cost savings but also access to top-ranked universities, further enhancing their appeal. The rising prominence of transnational education (TNE) in Southeast Asia amplifies this trend, offering additional cost benefits and eliminating travel and accommodation expenses.
Vietnam emerges as a promising market for expansion, with opportunities for institutions offering full in-country delivery through various models such as branch campuses and franchise arrangements.
“We are seeing significant and sustained interest from international institutions to engage in TNE partnerships in Vietnam, including increased interest from higher ranked universities, as well as from local universities for full in-country delivery of international degrees,” Acumen said.
Acumen said Vietnam is a market with “considerable opportunities for institutions able to offer full in-country delivery, through branch campus, ‘campus within a campus’ models, franchise and other types of 4+0 arrangements.”
TNE opportunities
Australian providers are seizing this opportunity by deepening their TNE presence in the region, catering to professionals seeking to accelerate their careers through micro-credentials and shorter degrees.
The report underscores Southeast Asian students’ growing interest in both stand-alone and transitional study abroad programs, with TNE playing a pivotal role, particularly in Malaysia, amidst financial constraints and post-pandemic travel hesitancy.
According to Acumen, TNE is a very significant recruitment platform in the region, “particularly in Malaysia where financial constraints and post-pandemic travel hesitancy mean this option is becoming increasingly attractive.”
Other international enrollment trends
Enrollments in bilingual and international schools across the region are on the rise, reflecting families’ increasing willingness to invest in international education from an early age, thus better preparing students for study abroad experiences.
However, variations exist across markets. For instance, premium bilingual schools are the fastest-growing segment in Vietnam, while in Malaysia, A-levels are declining in popularity due to emerging alternative pathways.
Southeast Asian families’ reliance on education agents persists, driven by a desire for personalized service and concerns about sending children abroad amidst the post-pandemic landscape. Agents are increasingly sought for specialized advice, pastoral care, and insights into graduate outcomes.
“As consumers sharpen their focus on ROI from international education, agents will become less focused on providing general information to families and will concentrate instead more on specialized advice, pastoral care and graduate outcomes, beyond what institutions may be able to offer directly,” Acumen explained.
Malaysian demand for foreign education is evolving, with Australia emerging as a competitive alternative to the UK, particularly in the undergraduate segment. However, the UK maintains its dominance, leveraging its TNE provision in the Malaysian market.
Supply-demand dynamics underscore Southeast Asia’s importance for student recruiters, with capacity and quality constraints in local education systems driving opportunities for international providers.
On the supply side, Acumen noted: “Some local education systems in Southeast Asia face both capacity and quality constraints, opening up further opportunities for international education providers. In 2021-22 only 550,000 places were available for new enrollments at Vietnamese universities, for 795,000 applicants – a shortfall of almost 250,000 places.”
While on the demand side, Acumen reported that the region’s economic development has translated to a rising middle class with the financial ability to pursue higher education, including TNE programs offered by foreign institutions. “Southeast Asia is home to some of the fastest growing economies in the world, led by Indonesia, Vietnam, and the Philippines,” the group stated.
The report provides valuable insights into Southeast Asia’s potential as a key market for international education and offers strategic guidance for effective recruitment in a competitive landscape.
