Investigating Enrolment Trends amongst Chinese International Students at UK Higher Education Institutions: A Model for Sustainable Marketing within a Post – COVID Environment

Salmon, Andrew (2026) Investigating Enrolment Trends amongst Chinese International Students at UK Higher Education Institutions: A Model for Sustainable Marketing within a Post – COVID Environment. Doctoral thesis, Birmingham City University.

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Abstract

The UK hosts many thousands of international students each year and students from China have traditionally been the largest group of non-EU international students in Britain. These students significantly influence the cultural diversity, commercial sustainability and internationalisation strategies of UK universities. The UK remained the world’s second most popular destination for international students in 2023 (Cuibus, Walsh, & Němeček, 2025). The presence of international students has bought many economic benefits to communities located around university campuses, however, in recent times the numbers of these students enrolling in UK HE institutions has been in decline. This thesis investigates enrolment trends among Chinese international students at UK universities over the past 7 years. It identifies the antecedents impacting student choice, uncovers key patterns in enrolment numbers, explores the shifting socio-political and economic landscapes influencing these trends, assesses the implications for UK universities and discusses sustainable recruitment strategies.

Using a quantitative approach, the study collected and analysed data from an online questionnaire undertaken by Chinese international students. This is combined with longitudinal enrolment data from the Higher Education Statistics Agency (HESA). The findings reveal a year – on – year increase in enrolments until 2019, followed by a period of stagnation due in part to the COVID-19 pandemic, shifts in UK immigration policy, and geopolitical tensions between China and the West. Key drivers of enrolment amongst Chinese students have in the past included the perceived prestige of UK degrees, post-study work opportunities, and targeted marketing strategies by UK institutions. However, emerging challenges such as increased competition from other Anglophone destinations, concerns over student welfare, and policy unpredictability are reshaping the landscape.

This research contributes to the understanding of Chinese international student decision making and informs higher education policy and strategic planning. It advocates for the development of sustainable student recruitment strategies, enhanced student support systems, and continued engagement with government to increase demand amongst Chinese students for places at UK universities. In short, it investigates enrolment trends amongst Chinese international students at UK universities, evaluates the challenges and opportunities facing the sector, and provides strategic recommendations for increasing demand using sustainable marketing approaches. It is written with a practitioner focus, the emphasis being upon the provision of actionable insights, evidence-based strategies, and sector-wide recommendations that can guide Vice-Chancellors, International Directors, and Recruitment Teams. Whilst academic frameworks provide theoretical grounding, the core objective is to deliver market intelligence that supports decision-making and strategic planning. The findings reveal five core insights;

1. Intensifying Competition: The UK higher education sector is now facing increased competition from nations such as Australia, Canada and the US. Moreover, with increasing numbers of European destinations now offering simplified study visa options and post-study work options, new competitors are beginning to emerge within close geographical proximity to the UK

2. Perception Challenges: Word – of – Mouth is a very powerful factor amongst Chinese consumers. Recent negative media narratives relating to racism and of the UK being unwelcoming of foreigners fuel safety concerns amongst Chinese students and impact their willingness to apply to UK universities

3. Over-Reliance upon China: Whilst in recent years there has been an increasing trend amongst students from India enrolling at UK universities, the sector remains overly dependent upon Chinese students. This has resulted in UK universities becoming financially vulnerable to fluctuations in demand amongst these students

4. Decision-Making Drivers: The decisions made by Chinese students relating to host country, university and course choice are strongly influenced by family expectations, employability outcomes, and institutional reputation. These perceptions are often shaped by trusted networks, alumni recommendations, and digital platforms

5. Changing Recruitment Landscape: Traditionally, UK universities have been highly reliant upon education agents as a route to market for Chinese international students. This approach is expensive, especially at a time when university finances are under pressure. Those universities that focus upon sustainable and innovative marketing approaches such as leveraging digital platforms, alumni networks, and partnerships within China are likely to reap the rewards of their efforts

The financial challenges faced by UK universities are significant and for the sector, the future looks bleak over the short to medium term. The marketing approaches taken in the past are now no longer sustainable in the face of contemporary threats. For UK universities to once again attract Chinese students in numbers approaching those of the recent past, they will need to adopt more sustainable, culturally informed, and diversified strategies. In the future, those universities that make news headlines for all the right reasons will be those that readily adapt their marketing approach to meet, head on, the challenge of changing mobility dynamics amongst Chinese international students. In response to the challenges faced by UK universities, this thesis establishes a set of strategic recommendations aimed at increasing demand from amongst Chinese international students. The recommendations have a sustainable marketing focus and include strengthening alumni engagement to generate positive word-of-mouth, enhance digital recruitment strategies tailored to Chinese cultural values, lobby for streamlined visa processes, reinforce safety messaging, diversify recruitment into emerging Chinese regions, and building stronger UK–China partnerships.

Item Type:	Thesis (Doctoral)
Dates:	Date Event 2 April 2026 Accepted
Uncontrolled Keywords:	International Student Recruitment, Marketing, Consumer Behaviour, Sustainable Marketing
Subjects:	CAH15 - social sciences > CAH15-01 - sociology, social policy and anthropology > CAH15-01-01 - social sciences (non-specific) CAH17 - business and management > CAH17-01 - business and management > CAH17-01-03 - marketing CAH17 - business and management > CAH17-01 - business and management > CAH17-01-09 - others in business and management CAH22 - education and teaching > CAH22-01 - education and teaching > CAH22-01-01 - education
Divisions:	Business School > Management, Business and Marketing Doctoral Research College > Doctoral Theses Collection
Depositing User:	Louise Muldowney
Date Deposited:	14 Apr 2026 09:05
Last Modified:	14 Apr 2026 09:05
URI:	https://www.open-access.bcu.ac.uk/id/eprint/16968

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