Market Analysis: USA

Key Points

18 schools participated in the 2024 ST survey on the USA

13,481 total number of students at these schools in 2024

188,734 total number of student weeks at these schools in 2024

-5 per cent decrease in total student numbers between 2023 and 2024

“The current administrations changes in immigration policies and tone have certainly had a negative impact on student interest and enrolments. The impact has been felt across our student nationalities and not necessarily country specific [for our client based, at least). The biggest impact has been on full-time study since getting the F1 Student Visa has been a challenge. Though, getting tourist visas has also been problematic for some countries. As for the future, it is hard to predict since the President changes policies and positions on a regular basis. The chaos is certainly not conducive for international student enrolment. Our Cambridge Young Learners of English [6-12 years old] and Cambridge Teen Learners of English (12-17 years old) programs continue to be popular. For adults, General English & Cambridge CAE are also still popular. We are in the process of expanding our offerings to include a 50+ package. Additionally, we will be offering a variety of part-time and full-time programs that may allow students to study 4 days a week instead of 5 days. The focus is on being as flexible as possible to meet the student needs. Agents have always been critical to our success.”

Adam Liss from Global Village Hawaii

“Some students remain enthusiastic and continue with their applications despite the political climate, while others have cancelled their registrations entirely. Students from countries affected by the travel ban, particularly several African nations, have chosen to wait and see if the situation improves. Even among students from African countries not on the banned list, we have seen a significant number of visa denials, likely due to increased scrutiny. Additionally, some of our European partners and students have expressed hesitation about traveling to the USA and have made alternative arrangements elsewhere. Enrolment for Summer 2025 has remained steady, but Fall is more uncertain. While we have pending open-enrolment applications, we are still waiting to see if those students are able to secure visa interviews or approvals in time. Unfortunately, some custom groups and one long-standing partner have already cancelled their Fall participation. One partner has even chosen to pause all registrations until 2027, citing both the political environment and the strength of the US dollar as key reasons. Short-term Summer School programs and custom, tailor-made courses continue to be the most popular. We have made significant efforts to adapt our offerings accordingly, including developing an Online Course Catalogue. This gives students the option to study remotely if they are unable, or prefer not, to travel to the USA.I believe the role of agents will become even more critical. With the increasing complexity and uncertainty around US immigration and visa processes, students are seeking more personalized guidance. While we provide as much information as possible through our website and communication channels, working with a knowledgeable agent often gives students greater peace of mind and support throughout the application and visa process.”

Noga La’or, ELI, Pace University

“Immigration changes have negatively impacted sales, stemming from the recent F1 visa pause, delays in securing new appointments due to backlogs, and uncertainty regarding how immigration officials will scrutinize student social media accounts. This negative outlook concerning the U.S. is also affecting overall sales. While most countries have been impacted by these changes, we have experienced an uptick in sales from the Middle East, particularly Saudi Arabia as the UK has become somewhat saturated from this key region. While the market remains flat, we anticipate increased sales in the coming months, particularly from the Middle East and other key source markets. Additionally, the 10% devaluation of the US dollar in 2025 could boost sales in price-sensitive regions. Standout strengths at ELS include our strong positioning with higher education in the US (both in terms of our school locations based directly on university campuses, and our ability to offer students the option of applying to hundreds of university partners) as well as our growing reputation for developing government-sponsored cohorts and university-partnered programs tailored to specific academic or cultural goals. These bespoke offerings — often hybrid and experience-rich — position us as a trusted provider of institutional and scholarship-backed English language training. The role of agents is increasingly key to supporting students navigating the challenging U.S. market conditions. Globally, well-established and professional agents with dedicated visa departments will continue to provide excellent visa guidance, thereby improving students’ chances of visa approval. Despite the challenges, demand is unrelenting, and we’ve seen many agents in key markets primed to return their focus to the USA once it becomes more accessible again.”

Vincent Powell, ILSC Education Group