Page 42 - StudyTravel Magazine September 2025 Issue

MARKET ANALYSIS

Change in top nationalities in the USA by student weeks (2014-2024) 2024
20% Japanese
10% Brazilian
10% Italian
9% Chinese
6% Saudi
4%
8% 16% 20% 10% 9% 10% 2% 3% 10% 2% 13% 9% 14% 10% 6% 2% 1% 4% German
Colombian
4%
JAPANESE BRAZILIAN ITALIAN CHINESE SAUDI GERMAN 3% Korean
3% Peruvian
3% Taiwanese

Manson Osmond overall sales. While most countries Change in overall length
from ILSC have been impacted by these of stay (2014-2024)
Education Group changes, we have experienced an
talks to us... uptick in sales from the Middle East, 16
particularly Saudi Arabia as the UK
“Immigration changes have has become saturated from this key 12
negatively impacted sales, stemming region. While the market remains
from the recent F1 visa pause, delays flat, we anticipate increased sales in 8
in securing new appointments the coming months, particularly from
due to backlogs, and uncertainty the Middle East and other key source
regarding how immigration officials markets. Additionally, the 10 per cent 4
will scrutinize student social media devaluation of the US dollar in 2025
accounts. This negative outlook could boost sales in price-sensitive 0
concerning the USA is also affecting regions.” www.ilsc.com 11 weeks 16 weeks 14 weeks

Marketing spend by category

TRAVEL COSTS AGENCY COSTS PUBLICITY COSTS
2014 2014 2014

49% 18% 33%
14% 16% 4% 5% 10% 11% 4% 3% 19% 7% 4% 3%
2019 2019 2019

29% 21% 50%
8% 9% 4% 1% 7% 16% 3%2% 30% 17% 1% 2%
2024 2024 2024

28% 54% 18%
13% 8% 4% 2%1% 52% 1%1% 11% 5% 2%0%
Marketing trips Commission Internet
Agent conferences Incentives Own brochures
Entertainment Agency brochures Magazines for agents
Agency visits Magazines for students
Student exhibitions

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