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Agency Survey: Middle East and North Africa

There was a strong preference for the UK for language and university study in 2024, according to surveyed agents from the Middle East and North Africa, with European countries also popular with students from this world region.

Key points

The total number of students placed by the 11 agencies in our survey was 3,510
Individual agencies placed between 31 and 671 students on courses in 2024
Overall business growth was 10 per cent
On average, agencies in Middle East & North Africa received 23 per cent commission from language schools
On average, agencies in Middle East & North Africa received 13 per cent commission from secondary schools
On average, agencies in Middle East & North Africa received 15 per cent commission from higher education providers
Higher education was the largest sector of the study abroad market for Middle East & North African agencies (50 per cent) in 2024

“As the memory of Covid fades, confidence in study travel is rapidly rising and we’re seeing a substantial year-on-year increase. 2024 saw a much broader range of requests, especially in academic preparation. People are realising that conversational English isn’t adequate for higher education! For us, the UK has always been the preferred destination. From time to time interest increases in countries like Australia, Canada, and even Germany, but it seems short-lived. I’m also happy to see much greater forward planning, with students discussing their requirements much earlier. Having said that, last-minute business is still there, especially for summer programmes. With caps, policy changes or simply uncertainty in so many countries, I believe the UK will stay firmly at the top. Course booking, admission and visa requirements (we have the ETA visa) are relatively straightforward which gives a huge competitive advantage.”

Kate Clarke from Al Ahlam Higher Education Services, www.ahlameducation.com

“Student recruitment has been challenging yet evolving, particularly due to economic and political uncertainties in key student recruitment regions like Pakistan and the Middle East. Compared to 2023, we have observed fluctuations in demand, mainly influenced by visa policy changes, currency devaluation, and affordability concerns. However, despite these challenges, interest in higher education and vocational training programs abroad remains strong. Students are taking more time to finalise their applications due to financial constraints and changing visa regulations. While the UK and Canada remain popular choices, we are seeing a growing interest in European countries like Germany, Spain, and Ireland, driven by lower tuition fees and post-study work opportunities. Students will actively seek scholarships, work-study programs, and financial aid options to manage rising tuition and living costs.”

Zaheer Abbas Malik from Kingston Migrate, www.kingstonmigrate.com

“In our survey of Middle East and North African agencies we had representatives recruiting out of Oman, Saudi Arabia, Morocco, Kuwait, Lebanon, Egypt, the UAE and Iran. HE was the largest sector of the study abroad market for agents in this world region, with an even distribution of students opting to study a foundation/pathway, undergraduate or postgraduate degree abroad. The language sector was also well-represented (47 per cent). Overall, agency business increased 10 per cent over 2023, but by 14 per cent in the language sector specifically.”