Wales is gaining international recognition as an ‘exciting’ and ‘welcoming’ study destination, with new data revealing a significant increase in global awareness and student interest.
A new independent evaluation of the Study in Wales brand - part of the Global Wales programme - shows that international recognition of Wales as a study destination has more than doubled in just three years:
- In 2022, only 21% of prospective students were familiar with Wales. By 2025, that figure had increased to 44%.
- Interest from Indian students jumped from 18% in 2022 to 32% in 2025.
- Interest from US students more than doubled, from 14% to 32% over the same period.
- 76% of students said they were more likely to consider studying in Wales after seeing a Study in Wales advert.
- Prospective students most commonly described Wales as ‘beautiful’, ‘welcoming’, ‘safe’ and ‘exciting’.
This growing momentum is backed by recent HESA data, which shows that Wales led the UK in international student growth between 2020/21 and 2023/24. In key markets such as India and the USA, Wales outperformed the rest of the UK in attracting international students.
The Global Wales programme has recently been awarded a further £500,000 of transitional funding by Welsh Government to continue to support the international recruitment and promotional activities of universities and colleges.
Tom Woodward, Assistant Director of International at Universities Wales, said:
“Study in Wales has been instrumental in putting Welsh universities on the global map.
“Through the brand, our institutions work collaboratively to ensure that the warm welcome on offer in Wales is understood by prospective international students and partners. The fact that recognition of Wales has doubled across our key markets is testament to the success of this work, and that of the wider Global Wales programme.
“It’s clear that more students than ever are discovering the incredible opportunities that studying in Wales has to offer. We’re becoming a top choice for students seeking a world-class education, vibrant culture, and a welcoming community.”
