International Education Strategy Governance Group minutes: April 2025

Attendees and apologies

• (Chair) Graeme Dey MSP, Minister for Higher and Further Education and Minister for Veterans
• Gareth Williams, Prosper
•  James Miller, Universities Scotland
• Neville Wylie, Connected Scotland
• Nick Forsyth, University of Aberdeen
• Roy Gardner, City of Glasgow College
• Harish Lokhun, British Council (deputising for Peter Brown)
• James McKean, Colleges Scotland
• Carla Gethin (Observer)

Apologies

• Adam Reid, Scottish Government
• Peter Brown, British Council
• Rachel Sandison, Trade & Investment Envoy for International Education
• Stephen Decent, RKEC
• Sir Steve Smith, UKG International Education Champion

Items and actions

Welcome and apologies

The Minister for Higher and Further Education; and Minister for Veterans extended a welcome to members.

Minister suggested future meetings could be held in person at a university or college.

Minister congratulated Professor Rachel Sandison OBE on her appointment as the Trade & Investment Envoy for International Education, which is a vital role in all of the sector’s interests. Unfortunately Rachel was unable to attend this meeting, therefore we look forward to taking up the opportunity to hear from Rachel at a later date.

Minister congratulated Professor James Miller on his appointment as the next Convenor of Universities Scotland.

Minister confirmed that the IES Annual Report had been published on the Government website and was encouraged by the progress that has been made in the past year. The Minister thanked everyone for the collaborative work that has taken place.

Minutes of last meeting and actions arising

Members agreed accuracy of the minutes.

International student numbers

The Minister invited Scottish Government analysts to provide a presentation covering international student data for universities and colleges.

The presentation provided information on the 3 main sources of published data:
•    UCAS (Universities and Colleges Admissions Service) data covers applicants and acceptances to universities - typically full time undergraduate. Timely data with 2024 data available and some 2025 applicant data available. Covers approximately 15% of International students coming to Scotland as most international students are postgraduate or part time, so not covered by UCAS data.
•    HESA (Higher Education Statistics Agency) data covers all university enrolments across all years and levels – comprehensive, official statistics. Enables more detailed analysis with destinations data from GO (Graduate Outcomes) Survey and earnings data from LEO (Longitudinal Education Outcomes), also has financial data including income from tuition fees. Not as timely as UCAS with the most current data covering 2023-24 just published and 2024-25 not available until early next year.
•    SFC FES (Further Education Statistics) data covers all college students – comprehensive, official statistics. Similar to HESA, the most current data is 2023-24, however, data on international student numbers within colleges won’t be published until June 2025.

Current trends:

•    UCAS data for 2024 cycle showed a 3% increase on 2023 of applicants accepted into Scottish universities. 2025 cycle, which is underway, is already showing an increase in the number of people applying to Scottish universities.
•    HESA 2023-24 data showed overall decrease by 12%, with majority decrease identified within postgraduate courses (-17%). These enrolment figures are 20% higher than pre-COVID 2019-20 academic year.
     o    Increasing markets from Pakistan and Nepal showed the largest growth number for the UK, but not for Scotland, with decreases in enrolments from Nepal.
     o    Decreasing markets from Nigeria and India.
     o    Difficult to draw too many comparisons to rest of the UK due to the differences in the sector more generally.
•    SFC 2023-24 international HE student data not published until June. In 2022-23, 910 international students were studying HE at Scottish colleges.

All data provided relates to domicile, where the student was applying when they came to university, rather than nationality.

In discussion it was raised there had been a decrease in international student numbers due to a specific currency devaluation. SG Analysts advised, when this data is excluded, the decrease in Scotland is 9%.

Discussion on challenges around attracting international students included the following points:
•    Is the four year degree a factor and costs associated with that, particularly around accommodation? Four year degree generally agreed as not being seen as an issue – undergraduate courses marginally affected compared to postgraduate courses.
•    Student experience in Scotland outside of university – reports of negative experiences should be explored further.
•    Pricing sensitivities e.g. the strength of the pound in international markets
•    Ranking of the university and its international reputation
•    Graduate Employment - are graduates able to secure the right jobs?

The impact of the UK Government’s immigration policies, in particular, the change to dependency visa rules, was discussed as a factor impacting on international student numbers. This may be impacting on specific demographics.

Members queried whether an analysis could be provided on the number of Transnational Education (TNE) undertakings that are happening, that is, the number of courses that are being delivered outwith the UK by Scottish providers.

Observed that recent HESA published data on TNE shows growth for Scotland is smaller than England.

SFC is working with the sector on capturing in-year data around international students based on forecasts, to begin to give a more timely picture.

There was a discussion around comparative data for English universities. What is the comparator group in England? Is it the totality or a sub-set that is most like Scotland? Scotland has 19 universities and England has approximately 130. Regional data for England might also be worth providing an analysis on.

Priority actions updates

Destination Scotland update

Minister invited Brand Scotland to present an update on the Destination Scotland campaign.

Brand Scotland advised that majority of activity has run and a full evaluation will be conducted in May.

Important strategic joins for the study pillar to forge into next year. In particular with the live/work pillar around Scotland’s Migration Service work and working with SDI to promote Scotland as an entrepreneurial eco-system and ensuring we continue to connect our website resource into these fields of work.

Outlined brand proposition and core campaign assets, which all focus on different USPs: promoting academic quality; welcoming nation to study and work in; links to industry and employment; our research and innovation expertise; our business start up spirit; and history and heritage of our universities.

Next and future content includes a 30 second film and student testimonials to mirror the campaign message.

Worked closely with the Universities Scotland International Committee Group and Culture Scotland to redevelop the study pages on Scotland.org. Most importantly, it was also informed by students themselves.

New interactive university map, course search function and easy navigation between these different sections. Further content updates include new sections for colleges, research and innovation, accommodation, and financial help.

This improved resource is a valuable resource to help inspire, engage and provide practical information for future students.

Provided an overview on advertising results – how we performed in terms of paid media. To date we have exceeded the forecasts.

Main budget allocated across 3 different media providers, who are all industry leaders in online student recruitment with advertising directed at targeted countries, agreed with by the sector.

Website Performance: evaluating traffic to the study pages month by month since the campaign launch in December 2024. Seen a complete transformation in terms of traffic to the site.

List of top 20 countries where the traffic is coming from. The countries where we have paid activity, is where you see the key traffic drivers.

Some qualitive research study undertaken with prospective students from targeted countries. What the message take out was on seeing the campaign and whether they would take an action as a result of seeing the campaign? Very encouraging with 97% of respondents advising they would take some sort of action, with 33% stating they would apply to study in Scotland. Second wave of this research to be carried out this month.

Sector adoption of the campaign has been encouraged and for institutions to personalise the imagery provided as much as possible. Brand Scotland have provided a toolkit to help with this.

Looking forward to next year, we will continue to work with sector to refine our messaging, develop that authentic student story and to ensure varied geographical representation.

Looking to use these assets internationally over a series of international events across the year, including NAFSA in California in May and the European Association of International Education (EAIE) Conference in Sweden in September.

Discussion took place around if there is a way of measuring the impact of the campaign by tracking conversion rates? Are we able to make that direct relationship between an increase in applications as a result of the campaign? It was advised that HEIs had previously stated this wasn’t doable. Along the same lines as the qualitative research carried out by Brand Scotland, a retrospective survey may be the easiest way of doing this, but wouldn’t track back to the specific media provider that displayed the ad.

Given the data presentation on international student numbers and that split between undergraduate and postgraduate, would it be possible to have that breakdown as part of an analysis for the marketing campaign?

Need to ensure that any student testimonials represent a cross section of students, not just extreme sporting excellence, to ensure they seem themselves in those pieces. Brand Scotland have also asked institutions to create their own testimonials.

Opportunities and risks raised around targeting international students and staff coming from USA and international students going to study in the USA.

From the creation of this group it’s been clear that messaging and the approach needs to be shaped by the sector and that has been reflected today. Will continue to be dependent on the sector having these conversations to feedback on opportunities and also risks.

Scottish Education Exchange Programme (SEEP) Evaluation and Year 3 update

Minster invited SG Officials to give an update on the SEEP programme and stated he had been hearing very good things about the programme and individual projects.

A brief overview was given of the current status of SEEP:
•    a full independent evaluation is due end of Summer
•    feedback so far was that the first year of SEEP didn’t launch early enough. We are looking to launch year three in early May, six months earlier than last year
•    the budget has been agreed with the sector
•    evaluation is underway, stakeholder meeting to be held with Blake Stevenson first followed by a meeting with the institutions
•    thank you to the institutions who have already agreed to be interviewed

Any other business

Next meeting date to be confirmed.

Key actions

•    IES Governance Group members to feedback to SG Officials thoughts on holding future in person meetings at different venues such as a university or college.
•    SG Analysts to provide a presentation/report on Transnational Education (TNE) data at a future meeting.
•    James Miller and Neville Wyllie to contact Minister’s office to arrange a meeting to discuss issues around accommodation and student experiences outside of study, such as placements.
•    Universities Scotland to contact Minister’s office to arrange a meeting to discuss with the sector, the broader issues with the USA.