Market Analysis: Canada

Canadian ELT providers have been grappling with the negative perceptions created by a raft of government policy changes relating to international student intake, as Nicola Hancox reports.

After two years of post-Covid recovery, Languages Canada / Langues Canada — the national association for English and French language education — reported a drop in international student enrolment at member schools, down from 112,564 in 2023 to 92,529 in 2024.

According to the full-year data released by the association in July, English language teaching members (representing 92 per cent of total enrolments) were the most affected with student numbers falling by 17 per cent. In contrast, French language teaching members (representing the remaining eight per cent) saw a 14 per cent rise in enrolments and a 43 per cent increase in student weeks last year, largely thanks to several government-backed initiatives supporting French-language post-secondary education.

Languages Canada said the report highlights how frequent immigration policy changes and the study permit caps have diminished Canada’s appeal as a study destination. The association added that to ensure language member programs flourish and Canada stays competitive in the global education market, federal policies need to acknowledge the strategic importance of official languages education.

“The main challenges are overcoming the many changes brought on by the Canadian government’s changes to the international student program,” reflects Robin Adams , President of Centre of English Studies North America. “The challenges range from fighting negative perceptions to these changes to a reduced number of students private institutions are allowed to bring into the country.”

In addition, policy nuances are not well understood by agents or prospective students, stresses Robin, and this is where confusion can arise. “The fact that student visas are not required for students wishing to come for shorter than 24 weeks to Canada is not always understood, and there can be a misunderstanding of what is and is not possible.”

In an interview with Languages Canada earlier this year, Rachel Lindsey , Director, International Affairs and Operations, warned that the pace of change of immigration policies during 2024, and the uncertainty this created, would have a reputational impact and she stressed the importance of clarity. “The best we can do is help to provide our members, their agent partners, and prospective students with the most up-to-date information available to help them navigate the changes, and for LC to stay present in the global market space with one resounding message for prospective international students: You are welcome here in Canada, in our classrooms and communities, and Languages Canada members are committed to delivering a top quality learning experience!”

Interestingly, report findings suggest demand from visa-exempt markets continued to grow last year. Thirty-seven per cent of students studying at a Languages Canada member school were classed as Visitors (no visa required) in 2024. A further 26 per cent entered Canada on a Temporary Resident Visa, up from 22 per cent previously. “Most language students come to Canada on a TRV (Temporary Visitor Visa, commonly known as a Tourist Visa) or on an eTA (electronic travel authorization),” says Rachel, with more than 40 countries on the list of eTA eligible travelers. Only 19 per cent of students at a Languages Canada member school held a study permit, down slightly from 2023 figures. This suggests students may be opting for shorter programs that do not require a permit, while others may have been discouraged by the application process and/or potential delays.

As expected, the reinstatement of TRV requirements for Mexican nationals in February last year led to a slowdown in enrolments from this source market in 2024. Previously, Mexicans were allowed to travel to Canada for programs of up to six months with an eTA. That then changed and Mexican nationals are now only eligible for an eTA if they have a valid US visa or if they’ve had a Canadian visa in the past 10 years. “The tourist visa requirement (TRV) for both Mexican and Colombian youth has had a negative impact [on enrolments], not only on the numbers from both countries, but also the general feeling of agents in these markets towards Canada,” says Robin.

Mexico was the second largest source market for LC members in 2023 (13,572) but dropped to third position in 2024 (9,026). Japan retained its position as the largest source country, with 13,783 students – a two per cent decline from the previous year – followed by Brazil, which recorded a 13 per cent drop to 10,685 students. Colombia, meanwhile, fell to seventh place with 5,033 students, down from 7,715 in 2023.

Perla Payan , President of Mexican agency association AMTE , told StudyTravel Magazine that while Canada remained the most popular destination for Mexican students in 2024, it faced slower growth and increased competition due to immigration policies. “Consequently, countries such as the UK, Ireland, and Australia have gained significant ground, establishing themselves as attractive alternatives.”

LC’s annual report highlighted a shift in market dominance toward Asia in 2024 for member schools. “South America was overtaken by Asia in 2024. Asia accounted for 48 per cent of all student weeks and 42 per cent of all students studying with participating members,” it said. However, this was likely stimulated by a larger decrease from South America (-28 per cent), although South Korea and Taiwan did maintain their recovery with year-on-year increases of eight and nine per cent, respectively.

Yeliz Hussein , Global Sales Director at Bayswater Education , confirms this shift has continued in 2025. “We’re ahead of last year, with stronger growth from Asia and continued decline from Latin America, shaped by economic pressures and the after-effects of policy changes.”

Latin America also showed signs of strain as a source region for Global Village English – Victoria and Calgary last year, confirms Co-President Cam Harvey . He attributes this to tighter visa restrictions and a rise in visa denials. “Japan and Korea have been leading the way since then,” he adds, “but these two key markets are now beginning to soften for us.”

Canada was the top destination for language study for Taiwanese students in 2023, according to StudyTravel Magazine’s survey of Taiwanese agent business. However, it dropped to second place behind the Philippines in 2024. Danny Chang , President of Taiwanese agency association IECA – Taiwan , told StudyTravel Magazine that before Provincial Attestation Letters were introduced as part of Canada’s new international student cap system, co-op programs, combining a six-month English course with a six-month (paid or nonpaid) internship were really popular. “But after the Canadian dollar depreciated its value to our NTW, it is not so attractive, because what they earn may not cover the cost of living.” It is worth noting that, as a visa-exempt country, Taiwanese students are eligible to use an eTA for short-term courses under six months.

In terms of course type, General English/French programs remained the most popular choice, attracting 76 per cent of total enrolments, up from 71 per cent previously. Pathway program enrolments saw the most significant decline last year, dropping by 56 per cent and representing just eight per cent of total student enrolments.

Robin notes that the number of junior students also decreased. “I believe this to be a reflection of price sensitivity in the market. However, we are seeing increases in bookings from European Young Adults for short term summer stays. Thus, the number of students taking our Cambridge courses in the summer has definitely increased.”

Conversely, seeing opportunity within the young learner space, Global Village Canada expanded into the residential junior camp space in Victoria recently and plans to increase camp options next year, says Cam.

Agent usage among LC members remained strong in 2024, with this recruitment source responsible for 63 per cent of enrolled students overall, with agent recruitment higher for private institutions (69 per cent).

Despite recent challenges, Canada’s language education sector remains resilient and adaptive. Ongoing efforts to clarify policies and address international student needs will be key to maintaining Canada’s strong reputation as a high-quality language learning destination.