The way Chinese students choose a UK university is changing

The landscape of international higher education in the United Kingdom is experiencing a significant shift. According to Global Student Living, while Chinese students have been the largest international student cohort in UK universities for more than a decade, recent trends show concerning changes.

The latest Universities UK data reveals a 37% decrease in undergraduate applications from China for the 2024 entry cycle compared to the previous year, dropping from 31,400 to 19,680 applications.

This decline comes at a particularly challenging time for UK universities, with institutions like the University of Sheffield facing a £50 million (US$61.7 million) shortfall due to a drastic decrease in international students.

The implications of this decrease are profound, especially considering that Chinese students have traditionally contributed approximately £4 billion annually to the UK’s education sector. The factors behind this decline are multifaceted, ranging from geopolitical tensions to increased competition from other English-speaking destinations, particularly Australia, which has seen a surge in Chinese student enrolment.

However, there are measures taken by other traditional popular international education destination, such as the Canadian government’s cap on the number of student visas for the coming years, which might drive more students to the UK.

Cost of living impact

Through our recent engagement with Chinese international students – both in a lecture setting and two focus group discussions – we have observed a fascinating shift in their decision-making process when choosing UK universities.

While acknowledging that international league table positions have and continue to dominate these choices, our interactions reveal a more nuanced and multifaceted approach that we term ‘ranking choice exceptions’ – factors that transcend the traditional fixation on rankings.

Perhaps the most striking revelation from our focus groups was the heightened financial sensitivity among Chinese students and their families. This isn’t merely about tuition fees – it encompasses living costs, accommodation expenses and the overall value proposition of a
UK education.

The majority of participants in our focus groups listed “financial reasons” as their top consideration in making decisions about coming to the UK. Living costs in London have soared by almost £411 a month in the past year which has led to students increasingly considering universities in other major cities or smaller towns. For example, UniAcco (2024) reported that international students in London typically need £2,300-£2,500 monthly for living expenses.

The financial aspect cannot be overstated. Chinese students and their families are increasingly sophisticated in their evaluation of the cost-benefit equation of international education. This comes at a critical juncture when UK universities face their own financial challenges, with some institutions reporting significant deficits. The situation demands a recalibration of how universities present their value proposition to international students.

Ranking choice exceptions

Other ‘ranking choice exceptions’ that represent a departure from the traditional ranking-centric decision-making process include:

• Presence of a cultural community: The presence of an established Chinese student community has emerged as a crucial factor. Universities that demonstrate cultural awareness and provide dedicated support services are gaining favour.

To quote one participant from the focus group: “The reason why I chose this university is because I know there are already so many Chinese students here, so I suppose I wouldn’t encounter too many difficulties living here.” This would benefit cities and regions with established Chinese communities and ‘Chinatowns’.

• Regional accent considerations: A particularly intriguing finding from our focus groups was the significant role that regional accents play in university selection. It even outweighs the importance of ranking status.

Students expressed strong preferences for areas where they perceived the local accent to be clearer and more internationally recognised. As one participant noted: “I chose my university partly because the local accent is easier to understand compared to some other regions. I have been offered positions from other universities than my current university, but I worried that I couldn’t understand the Scottish accent so I chose my current university.”

This factor has led to some students favouring universities in regions known for what they perceive as ‘standard’ British accents, particularly in the South of England and certain Midlands areas, over Scotland.

• Perceptions of climate and weather patterns: Weather has emerged as another surprisingly influential factor in university selection. Students from warmer regions of China often express concern about adapting to the UK’s climate, with some deliberately choosing universities in milder regions.

During our focus groups, several students mentioned specifically avoiding certain northern cities known for their harsh winters or excessive rainfall. As one student explained: “The weather affects our daily life and mental well-being more than we initially expected. It’s not just about comfort – it’s about being able to maintain an active social life and participate in outdoor activities throughout the year.”

• Employment outcomes: There’s growing interest in universities with strong graduate employment rates and industry partnerships, particularly those offering placement years or internship opportunities. This practical consideration often outweighs pure academic rankings. One respondent referred specifically to her university’s performance on the graduate employability ranking (which differed somewhat from its ‘overall’ ranking).

• Academic pressure and work-life balance: Contrary to common assumptions that Chinese students tend to seek the most rigorous academic environments, our focus groups revealed a more nuanced perspective on academic pressure.

Students are increasingly prioritising universities known for maintaining a healthy study-life balance. As one participant articulated: “After experiencing intense academic pressure during gaokao preparation, many of us avoid universities that are known for their heavy academic pressures.”

A more complex reality

As UK universities navigate these challenging times, understanding the evolving preferences of Chinese international students becomes crucial for sustainable international recruitment. The traditional emphasis on rankings, while still important, must be considered alongside these emerging ‘ranking choice exceptions’ which reflect a more mature and nuanced decision-making process among Chinese students.

The insights from our interactions with students suggest that universities might benefit from highlighting their distinctive strengths and support systems and not just their ranking positions. This could include showcasing specific programme achievements, graduate success stories and comprehensive support services for international students.

The question of whether rankings are the most important factor in Chinese students’ decisions when it comes to UK universities demands a nuanced response that acknowledges both a ‘yes’ and ‘no’ response.

Rankings continue to cast a long shadow over university selection processes. They remain the primary conversation starter in many Chinese households and often serve as the initial filter in creating university shortlists. This is particularly true given the significant financial investment Chinese families make in UK education, where a prestigious ranking can seem to promise a secure return on investment.

However, our focus groups reveal that the reality is far more complex. Rankings serve as the foundation – the ‘yes’ part of the equation – but they are increasingly becoming just the first chapter in a much longer decision-making story. The ‘no’ aspect emerges through the various ‘choice exceptions’ we’ve identified: from practical considerations like regional accents and weather patterns to deeper concerns about academic pressure and cultural community.

These factors often become the final determinants in choosing between universities of similar or comparable ranking positions.

Holistic experience

What we’re witnessing is perhaps best described as a maturation in the decision-making process. Rankings provide the initial framework – satisfying the traditional expectations and the risk-averse nature of Chinese families – while these secondary factors reflect students’ growing sophistication in considering their holistic university experience.

This evolution suggests that UK universities need to recalibrate their recruitment strategies. While maintaining and promoting their ranking positions remains crucial, institutions must also effectively communicate their strengths in these other critical areas that increasingly tip the balance in students’ final decisions.

As one student poignantly summarised: “Rankings got us interested, but it’s these other factors that made us commit.” This perfectly encapsulates the current landscape – where rankings are simultaneously everything and not everything – in the complex process of Chinese students choosing their UK university destination.

Zhuo Sun is a PhD researcher in education and international development at the University of Manchester, United Kingdom. Dr Miguel Antonio Lim is a senior lecturer in education and international development at the University of Manchester.

This article is a commentary. Commentary articles are the opinion of the authors and do not necessarily reflect the views of University World News.