Seven Strategies US Colleges Can Use to Counter the Decline in International Student Enrollment (2025 Guide)

The recent decline in international student enrollment poses significant challenges for US schools. International students contribute not only to the diversity and cultural richness of campuses but also to the financial stability of many institutions. As several recent articles have pointed out, with stricter immigration policies, visa uncertainties, and a perception of being unwelcome, international students are reconsidering their options. This decline could have a profound impact on US schools, leading to potential financial shortfalls, and a diminished global reputation that may never recover.

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To address these challenges, schools must take proactive steps in 2025 to create a more welcoming and supportive environment for international students while also shoring up and launching programs targeting domestic students. Sara Neher, a partner at Kennedy & Company and a former enrollment leader at the UVA Darden School of Business and Longwood University, has worked with institutions through the last two major international student supply shocks—following the 2016 election and during the pandemic. Her experience informs the strategies outlined below:

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1. Make Marketing Messages Outcomes-focused: Highlight the learning outcomes as well as the job opportunities aligned to each program or degree. Today, both international students and US students want to know the value of the degree.  

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2. Survey Alumni to Determine ROI: ROI can be both quantitative and qualitative, and surveys can give you the data you need while also surfacing alumni testimonials. One example: “Over 70% of alumni in our survey said their salary increased after the program.”

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3. Consider modality: Do you have online or combined modality programs?  One recent Kennedy & Company market survey showed that working professionals prefer a 50/50 split – 50% in person, 50% online.  Such a program allows a larger geographic reach.  While a fully online format offers the most flexibility, it is not necessarily what all US students are want.

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4. Launch New Programs that Target Growing Industries: Although shifting program mix can take multiple years, start now.  Programs that support jobs in healthcare, management, and construction trades are all expected to continue to grow over the next ten years.

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5. Increase Scholarships and Financial Aid: Offer scholarships and financial aid specifically for international students to alleviate financial burdens and attract more applicants. Market the scholarships you already have more broadly as well.

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6. Advocate for Policy Changes: Be clear about the impact of lost revenue from international students on your ability to provide need-based and merit-based aid for domestic students. Most Americans do not understand the subsidy that international students are providing.

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7. Diversify Recruitment Efforts: Expand recruitment efforts to new regions of the US or to specific high schools or undergraduate schools that may not have been big feeders in the past. Data analysis around propensity to enroll and socioeconomic factors can help narrow the recruitment options.

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By implementing these strategies, schools can mitigate the decline in international student enrollment and create a financially sustainable enrollment pipeline for the institution. Kennedy & Company can help schools identify the biggest opportunity for their situation.  

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Interested in enrollment strategy support? Contact us to schedule a brief consultative conversation.