Virginia colleges face global competition as more students consider studying abroad

Maintaining and expanding enrollment is a significant goal for Virginia’s colleges and universities, but institutions are competing with others from across the country and from other nations to retain students in the commonwealth.

Enrollment directly affects institutions’ academic offerings, finances, long-term sustainability and strategic planning.

Last year, 167 non-U.S. higher education institutions participated in a National Association for College Admission Counseling College Fair, one of America’s largest career affairs, with 19 countries represented including Canada, Japan and ones from the United Kingdom.

During the 2023-2024 school year, more than 10,300 students from Virginia were studying abroad, according to Open Doors data. In comparison, Virginia has garnered nearly 23,600 international students and is ranked 18th among the most states with students from abroad.

The number of Virginians studying abroad increased by 3.1% compared to the previous year. The leading major is business. Virginia is ranked tenth behind California with the most students studying abroad, 27,315.

“Students are definitely looking more nationally and internationally because it’s easier to do that as opposed to before” digital tools expanded higher education options, said Eli Clarke, a 36-year academic counselor who has served the Washington Metropolitan region.

Trends in studying abroad

Clarke said he has seen a clear increase in Northern Virginia students “considering” studying abroad, but not a big increase in students who actually apply or enroll. 

He said the students who do choose to get their schooling elsewhere opt for that route partly because they have a personal connection to the country or are frustrated with U.S. politics.

Many students choose in-state universities because of the complexity of foreign applications, costs, distance from home and other practical concerns, he said.

He estimated that among his Virginia students, roughly 50-60% stay in-state, noting that Virginia schools are viewed as high-quality and highly competitive. The others likely study abroad or join the workforce.

Students who do complete their studies outside the U.S. often attend popular institutions in Canada, the United Kingdom, and other English-speaking countries, or at American-branded universities abroad.

American institutions have been aware of the shift, Clarke said, and responded by expanding their offerings. In some cases, students may be offered admission to U.S. institutions based in other countries as part of enrollment strategies. 

One example is George Mason University Korea in South Korea, the Asian extension of the Northern Virginia institution. Others have centers and partnerships, including the University of Virginia in China and Virginia Tech in Switzerland.

“I think it’s a very smart thing that these schools have done to try and sustain enrollment and thrive in this competitive market,” Clarke said.

The role of college fairs and international recruitment

The National Association for College Admission Counseling (NACAC) regularly hosts college fairs across the country. The organization has noted an increase in non-U.S. institutions recruiting American students over the past decade.

Murphy Miller, a NACAC director, said the association operates 60 to 70 college fairs per year, mostly in cities like Richmond. Some of the international institutions come from the United Kingdom, Canada, Australia and a handful from parts of Asia.

“Our college fairs have, and always will be, free and open to the public,” Murphy said. “We view them as a public service.” The fairs give students “an incredible opportunity to explore hundreds of university options literally in one place.” 

Murphy said the association has noticed a trend of counselors expressing interest in being certified to advise students on international universities and has recommended counselors use the Guide to International University Admission, for tips on admission to emerging non-U.S. institutions.

The association has also discussed with counselors the differences between applying to institutions in the U.S. and abroad.

In Virginia and at other institutions nationwide, colleges review prospective students’ transcripts, test scores, essays, extracurricular activities and recommendations.

By comparison, many institutions abroad take a much more program-specific approach. 

Applicants must explicitly state which course of study they intend to pursue and acceptance hinges mainly on whether coursework and grades show that students are academically prepared for that specific program.

Murphy acknowledges Virginia schools’ mission to maintain enrollment by keeping students in-state, but said NACAC supports student-centered choice.

“We feel strongly that students should be exploring a wide array of options, because at the end of the process they should be in the driver’s seat,” Murphy said.

Virginia’s competitive position

Tod Massa, policy analytics director for the State Council of Higher Education in Virginia, said competition for students is both interstate — among colleges and states — and inter-pathway — college vs. work vs. military — and Virginia is trying to position itself strongly across all arenas. 

Schools in other states and overseas seek out Virginia students because the commonwealth produces strong graduates, Massa said, pointing to the state’s efforts to raise standards.

“Overall, the trend is that everybody is hungry, and so there’s more and more recruitment from out-of-state institutions,“ Massa said.

Another recruitment factor impacting Virginia‘s institutions: Colleges and universities in other states offer in-state tuition to out-of-state students in areas where high school graduate numbers are declining such as areas of New York, Delaware and Washington, as reported by Education Week.

Massa said Virginia’s colleges and universities must balance healthy enrollment with other goals like financial viability and development.

“Yes, institutions need to be able to support their students, they need to be able to support the facilities they’ve built and committed to, but that’s not saying the same thing, that all institutions must grow in order to be successful.”