16 June 2025

An independent evaluation of Study in Wales – which is delivered through the Global Wales programme - shows that targeted investment is delivering tangible results for Wales’ international education sector.

Between 2022 and 2025:

  • Familiarity with Wales among prospective international students more than doubled, rising from 21% to 44%.
  • Interest from Indian students rose from 18% to 32%.
  • Interest from US students more than doubled, from 14% to 32%.
  • 76% of students exposed to Study in Wales advertising said they were more likely to consider studying in Wales.
  • Prospective students most commonly described Wales as ‘beautiful’, ‘welcoming’, ‘safe’ and ‘exciting’.

This surge in awareness and interest has translated into real-world impact. According to HESA data, Wales experienced the highest growth in international student numbers in the UK between 2020/21 and 2023/24, outperforming the rest of the UK in priority markets such as India and the USA.

This success has been achieved with strategic, targeted investment. The Welsh Government’s recent allocation of a further £500,000 to Global Wales for a transition year, builds on a proven track record of delivering value for money, supporting universities and colleges to promote Wales on the world stage. 

However, following Visa changes announced by the previous UK Government in 2023, universities across the UK, including in Wales, are expected to see a significant decline in international recruitment when 2024/25 figures are published.

Tom Woodward, Assistant Director of International at Universities Wales, said:

“International students play a hugely important role in our institutions and in our communities, and it’s fantastic to see more prospective students considering Wales as a potential study destination. 

“Through the Study in Wales brand, Global Wales has raised the international profile of Welsh universities, strengthened global partnerships, and helped institutions work together to showcase the best of Wales. The increase in international recognition is a direct result of this collaborative approach.

“Our universities’ international activity is of crucial importance to Wales’ future economic performance and global relationships. With the sector now facing strong headwinds from UK-wide visa policy changes introduced in 2023, it’s more important than ever that we continue to build on the foundations laid by Global Wales, and cement Wales’ reputation as an exciting, welcoming and high quality study destination.”