International Education Strategy Governance Group minutes: January 2026

Attendees and apologies

•    (Chair) Ben Macpherson MSP, Minister for Higher and Further Education
•    Andy Witty, Colleges Scotland
•    Carla Gethin, International Committee, College Development Network
•    Claire De Braekeleer, British Council
•    Gareth Williams, Prosper
•    Professor Neville Wylie, Connected Scotland
•    Professor Dame Sally Mapstone, Universities Scotland, International Network
•    Sir Steve Smith, UK Government International Education Champion
•    Dr David Donaldson, Universities Scotland
•    Ela Kossakowska, Universities Scotland
•    Harish Lokhun, British Council
•    Sarah Chidgey, UK Government, Department for Business and Trade
•    Mashalle Asim, UK Government, Department for Education
•    Ahmed Arain, UK Government, Department for Education
•    Tim Bisset, Scottish Government
•    Tom Rice, Universities Scotland Branding Group

Apologies

•    Adam Reid, Scottish Government
•    Professor Nick Forsyth, Research & Knowledge Exchange Committee, Universities Scotland
•    Professor Rachel Sandison, Trade & Investment Envoy for International Education
 

Items and actions

Welcome and Apologies

The Minister for Higher and Further Education extended a welcome to members to the seventh meeting of this group.

The Minister highlighted:
•    International education is a key part of Scotland’s global engagement, and the government values the sector’s expertise and collaboration.
•    The external environment is becoming more challenging and the importance to ensure Scotland remains an attractive and competitive global destination.
•    Scotland is in a strong position but noted there is more to do; commitment to working with the sector to advance shared ambitions and strengthen Scotland’s international education offer.
•    Welcomed news on agreement to rejoin the Erasmus+ programme. Looking forward to working with the sector to maximise participation and benefits.

Members agreed accuracy of the minutes of last meeting.

International Education Strategy Workstreams Progress Update

Minister noted that the IES Year 2 Priorities Progress Log had been circulated to all members and invited any verbal updates from members on actions that are either progressing well or require a different approach or prioritisation. The following points were raised in the discussion:

Reassociation to Erasmus+ and the Scottish Government’s position not to introduce the International Student Levy were welcomed by all members.

Colleges Scotland (CS) highlighted the long-term value of Erasmus+ for colleges, including life-changing opportunities for learners was highlighted. Noted progress in ensuring equity of opportunities for both colleges and universities, as reflected in increased college uptake of Scottish Education Exchange Programme funding. CS are working with British Council to continue the support for colleges developing international activity.

Members agreed that significant work is required over the coming year to ensure universities and colleges are fully prepared to benefit from renewed Erasmus+ participation, including adapting to new processes and managing new visa barriers.

A further priority is ensuring a collaborative approach to delivering a successful European Association for International Education (EAIE) Conference in Glasgow in September, given its strategic importance for Scotland’s education sector and national brand. Universities Scotland plan to invite a senior EU Commissioner to the event.

The importance of ensuring college visibility at the conference was emphasised, to strengthen Scotland’s overall international profile.

Universities Scotland noted that is Scotland progressing more slowly than the UK in expanding Transnational Education (TNE) activity; new strategies and partnership groups being developed to explore opportunities.

Universities Scotland recent meeting with the Heads of Scottish Government’s International Hubs provided useful opportunities; further work needed to maximise benefits.

Continued sector coordination via British Council and partners to support preparedness and best practice sharing for key international events (EAIE, NAFSA and Going Global).

Universities Scotland proposed that work could be undertaken with IES partners to strengthen alignment between Scotland’s Migration Service activity, student support, and employer engagement to enhance graduate employment outcomes and promote Scotland as a study destination.

The British Council highlighted that they have launched two key reports at last year’s Going Global – ‘Scotland’s Higher Education: Partnering for Global Impact (co developed with Universities Scotland) Scotland's Higher Education: Partnering for Global Impact | British Council and Global Skills Partnerships: Exploring Transnational Education in TVET Global Skills Partnerships- Exploring Transnational Education in TVET | British Council. Going Global 2026 will be held in Turkey.

Significant concern highlighted over declining taught postgraduate international student numbers, noting this cohort is most affected by recent UK immigration policy changes; stressed the need to focus efforts on strengthening Scotland’s appeal to this group given their substantial contribution to communities and research environments. The Minister requested a follow up meeting regarding this issue.

His Majesty’s Government International Education Strategy (IES) Review Update

The Minister invited Sir Steve Smith to provide an update on his work as the UK Government’s International Education Champion and the HMG IES review.

Recent International Activity

November visit to Indonesia focused on strengthening educational ties ahead of the upcoming UK–Indonesia partnership launch in London. Ongoing work toward developing a multi university campus in Indonesia, with strong interest from Indonesian partners in expanding UK/Scottish Transnational Education (TNE) activity.

Three Scottish institutions included on the Indonesian President’s invite list for next week’s UK–Indonesia partnership launch event.

Delegation to Indonesia (DfE, DBT, BC) convened the UK–Indonesia Joint Working Group on Higher Education, chaired by Vice Minister Prof. Stella Christie, Vice Minister for Higher Education, Science and Technology. Agreed actions to deepen partnerships, enhance student opportunities, and support research quality improvement.

Collaborating on resolving regulatory challenges and next steps include an information pack outlining the UK’s TNE offer, with devolved nation distinct strengths included.

December visit to Saudi Arabia further strengthened educational ties; the UK selected as Country of Honour at the Saudi Human Capability Initiative to be hosted in Riyadh in May 2026. A number of Scottish institutions were part of the delegation, highlighting opportunities across HE, vocational education, and leadership development.

Significant Saudi education reform underway with a strong focus on quality assurance and international benchmarking.

Continuing to work to open up opportunities for all UK institutions. Noted that the first UK universities with campus based provision in Saudi Arabia were Heriot Watt University and University of Strathclyde.

Many partner countries are actively seeking TNE, presenting significant opportunities for Scottish universities and colleges.

HMG IES Review

Change of government led to a decision to review the UK IES to ensure it remains an effective tool, supports growth in UK education exports, and reflects the priorities of Ministers, businesses, and partners.

The review involved a broad range of stakeholders, including sector representatives across all levels of study, the British Council, alumni, international students, and all relevant UK Government departments.

Recognition was given of the contributions of Scottish Government officials and stakeholders for the extensive feedback provided.

The review has concluded and the refreshed HMG International Education Strategy will be published shortly.

TNE will be significantly more prominent in the revised strategy, meaning substantial joint work ahead.

The role of UK International Education Champion has been extended until the end of the year and will continue to work with the Minister and Scottish colleagues to align delivery of the two strategies.

Discussion centred around the potential of TNE opportunities, especially in Turkey ahead of the Going Global event.

Turkey not typically seen as a major TNE destination for the UK. The market was described as an emerging one with potential for future TNE growth and Going Global was highlighted as a valuable opportunity to gather further insight.

The British Council maintains the core relationships with relevant Turkish authorities.

Turkey and the wider region—including Central Asia—were described as geopolitically significant and developing markets, with recent university partnership activity in countries such as Kazakhstan. A meeting with British Council’s in country leadership was offered to enable further dialogue on this matter.

Destination Scotland Marketing Campaign Update

The Minister invited Tim Bisset (Brand Scotland) and Tom Rice (Universities Scotland Branding Group) to provide an update on the Marketing Campaign.

Delivered a suite of campaign assets over the past 12 months, each highlighting a distinct USP of the Scottish education system and a unified creative approach centred on the message: “Come to Study. Find Scotland.”

Plan to continue using and refreshing many of these assets in the year ahead to maintain momentum and strengthen Scotland’s international education profile.

Provided an overview of last year’s performance, highlighting progress against smart objectives:
•    Awareness: Reach across paid media and engagement with Scotland.org study pages
•    Adore (Consideration): Qualitive research study capturing perceptions of the campaign, audience agreement with key messages, and likelihood of taking action after seeing the campaign – strong positive results.
•    Traffic referrals: Began measuring traffic referrals from Scotland.org to individual university websites, creating a baseline.

Plan to build on this work for 2026 and further qualitive research is scheduled for next month.

Year 1 delivered all four planned workstreams – campaign content, website redevelopment, international toolkit, and sector adoption.

Year 2 priorities also shaped through sector consultation, with a focus on:
•    Further developing the existing campaign content.
•    Increased focus on tactical social media activity and strategic joins to Scotland’s Migration Service (SMS), including strengthening the employment prospects strand.
•    Working with universities to create a suite of sector photography for use across marketing activity and encouraging wider sector adoption of these assets.
•    Major focus on international events, particularly EAIE, ensuring the campaign is fully leveraged to show the best of Scotland in our stand and in our communications.
•    Ongoing priority to support and encourage universities and colleges to adapt and use the campaign, building on progress made in Year 1.

Sector and Scottish Universities International Group (SUIG) consultation informed a refined geographical focus for Year 2, prioritising USA, India and Nigeria. Continuing strategic paid media partnerships in Year 2 with IDP (strong in India and Nigeria) and StudyPortals (supporting reach in the US).

Insight from IDP research has informed Year 2 planning, particularly around the key drivers attracting students to Scotland: academic excellence, career prospects, and the distinctiveness of Scottish culture.

Year 2 activity will focus on addressing identified barriers, including perceptions of cost and affordability, broadening content on the range of courses available and alignment with SMS to highlight longer-term career prospects.

Expanding paid social activity across YouTube, LinkedIn and Facebook to broaden audience engagement.

Developed new student focused content in response to feedback that students did not see themselves represented in previous marketing. Have created four new student case study films showcasing diverse university types, locations and study experiences. All films are available on YouTube and the Scotland.org website.

Campaign adoption by universities and colleges within their own branding and marketing will remain an ongoing priority throughout 2026.

Discussion centred around: The importance of presenting a collective picture of Scotland’s full tertiary offer; further work required from the college sector on photography, storytelling, and showcasing technical, professional, and vocational pathways, as well as encouraging individual college adoption of the campaign. It was proposed that to maximise impact and ensure alignment, a representative from the College Marketing Network be connected with Brand Scotland.

Minister welcomed the campaign’s strong start, noting the compelling narratives and high production quality to attract global interest.

Any other business

IES Annual Report (2025-26): Following last year’s publication, work will commence on the 2025-26 Annual Report, with the aim of publishing in Spring 2026.

IES 2026-27 Priorities: The Minister requested that officials prepare and present at the next meeting a draft 2026–27 priorities plan that reflects current and emerging sector challenges and demonstrates continued collaboration across partners.

Date of next meeting: Wednesday, 11 March 2026 (10:00-12:00) – In Person meeting, Location TBC

Minister thanked everyone for their attendance and participation and reiterated looking forward to working with the group.

Actions:

•    Arrange a follow up meeting with Professor Dame Sally Mapstone to discuss the decline in taught postgraduate student numbers and explore options for next steps.
•    Colleges Scotland to connect the College Marketing Network representative with Brand Scotland to progress college-sector input to the campaign.
•    British Council to proceed with engagement with their in-country leadership regarding potential TNE activity in Central Asia and provide a progress update at the next meeting.