International students and broader options

It is no surprise that the number of international student prospects is softening and declining for many U.S. college/university enrollment managers. The causes for the decline include the complexity of obtaining visas, perception of climate for internationals, post-graduate work prospects, and cost. U.S. institutions, which have dominated the world market, are being challenged by many countries around the world, particularly in relation to cost. With a potential slow-down in world economies and growing competition, the international student bubble may be in the process of bursting, if it hasn't already.

When any one institution or brand dominates a market, it is easy to be complacent. As competition is recognized, the question then becomes how to assert superiority against the rising competitors. U.S. higher education knows that cutting costs has only limited potential against countries where tuition and other expenses are very low. If cost cannot be significantly reduced, the value of a U.S. higher education has to be the focus and value includes quality of learning, climate, and ease of application and enrollment.

For student affairs educators in the U.S. and around the world, it would be a mistake to accept a perception that all student affairs can offer in the competition for international students is service - receptiveness, ease, and convenience. Student affairs educators contribute a great deal to improving holistic learning and addressing the climate that makes a campus a good place to be. It is all three, service, learning, and climate that should be addressed.