At the start of a new academic year, it’s not just the universities and their accommodation providers who are keen to see how many Chinese students turn up for enrolment week. European destinations, attractions and hotels are also key stakeholders in this market, and keen to know whether the student market will prove to be a lucrative source of tourists this year for sightseeing, experiences and shopping within Europe.
Chinese students make up around a third of all international students in the UK, and between 2015/16 and 2023/4, the number of students from China increased by 56%, to 144,000. Chinese students contribute more than £1 billion to the economy. Moreover, according to a study by TONG they are more likely to spend double on rent than their British and Indian peers, cementing their place as one of the most important demographics of all international students for UK universities and student housing businesses.
In recent years there have been important initiatives in place helping Chinese students come to the UK, either to begin their degrees or return to their studies. In 2021, more than 50 UK universities, including Imperial College London, the University of Bristol and the University of Exeter, worked together to charter four flights to bring in 1,200 Chinese students with the flights reputedly selling out within 30 minutes, reflecting the intense demand amongst students keen to take advantage of the reasonably priced tickets and the opportunity to travel with other students.
China Remains of Paramount Importance to UK Universities
In 2024, data from university admissions service UCAS, showed that China was one of the few source markets to show an increase in numbers, up 3% on 2023, while India’s figures dropped slightly by -4%. Chinese applicants to UK universities outstrip the total number of would-be students from the European Union, highlighting the impact of Brexit. Rule changes since Brexit, mean EU students now pay higher international fees at most British universities.The other key factor at play is the decline in popularity of other major international study destinations, such as Australia and the USA, the latter’s recent change in presidency causing quite a stir. In 2020, President Trump revoked the visa of more than 1,000 Chinese students and researchers who had ties to the military, and there are talks that there may be increased difficulty for future applicants still to come. These political tensions might deter foreign students from choosing to study in the US, leaving the way open for the UK. In 2021, a report by The Times revealed that at the Russell Group institutions, one in ten students were Chinese, with a fifth of Russell Group income coming from the China market. Overall, international students in the United Kingdom pay four times more than their British fellows and, as such, are disproportionately important to university revenues.
A Lucrative Audience for the Tourism Industry
According to our research, Chinese students have, on average, four times the disposable income of British students and prioritise their spend on travel, leisure, entertainment and fashion. Many of the most affluent spend even more. They are keen to travel around the UK and throughout Europe, to make the most of their opportunities to travel whilst they are studying overseas.
These students offer vast potential for British and European tourism this year and next and, due to the current complexities and cost in returning to China, they are likely to remain in Europe over the university holidays, providing a great opportunity for travel operators, destinations, attractions, retailers and hotels to engage with them and encourage them to visit.
Moreover, since the introduction of the graduate visa scheme in 2021, international students are permitted to stay in the UK after graduating for a further two or three years, further increasing the interest in this segment for the travel and tourism industry.
This is a group of affluent, curious, well educated individuals. They want to experience as much as they can and, if they are inspired by a social post, an image, a video, or simply a recommendation from a fellow student, they will seek out your brand. And, if they have a good experience, they will be sure to share it with friends and family in China, thus influencing visitation from the huge Chinese outbound tourism market.
If you are interested in promoting your brand to the Chinese students in the UK, please get in touch. We’ve helped many businesses raise their profile and attract Chinese visitors and we can take you through some of the best ways to reach them.
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