Canada not “top-of-mind” destination for international students

By Michelle Zilio. A government program aimed at attracting international students to Canada is failing to do so, according to a recent report from Ipsos Reid.
The report, presented to the Department of Foreign Affairs and International Trade in March and recently made public, surveyed prospective students, parents and university educational advisors in Brazil, China and India to gather feedback for the development of Edu-Canada’s “Imagine Education in Canada” brand. The report found that, aside from Brazilian participants interested in language studies and one Brazilian education advisor, “Canada is not a top-of-mind destination for foreign study for participants of any of the three countries.”
“Imagine Education in Canada”, launched by DFAIT and the Council of Ministers of Education Canada in 2008, aims to brand Canada as a top study destination for international students. The program, in its fourth year, was allocated $1 million a year for five years.
The report found that participants were unaware of Canada’s “world-class educational establishments,” apart from a few mentions of the University of Toronto.
“While participants believe that Canada as a developed country must have an adequate level of education, there is no perception of a Canadian education advantage compared to others,” the report read.
Participants expressed a preference for educational institutions in the U.K. and the U.S., citing their prestigious reputations and high placement in world university rankings.
“Given that the presence of world-class educational establishments is the leading factor that drives the choice of a foreign destination for education, this lack of prominence is a serious obstacle,” the report states.
A number of top Canadian universities took a hit to their reputation at the beginning of October when the annual Times Higher Education World University Ranking was released. The University of Toronto dropped out of the top 20 this year, from number 19 to 21, while the University of British Columbia plummeted from number 22 to 30, and McGill fell out of the top 30 to 34th place worldwide. Four years after its launch, says the report, the “Imagine Education in/au Canada” still lacks a specific national brand — unlike Canada’s competitors. Participants said the Canadian brand lacked details about university rankings, top programs, famous or successful people with Canadian credentials, and Canadian institutions in scientific publications or the media.
“The absence of a clear national brand, which is present among Canada’s competitors, leaves participants wondering who the sponsor of the communications is,” the report read.
Statistics Canada data examining the number of international students attending university in Canada show international interest in Canadian institutions has flatlined in recent years. From 1992 to 2003, the overall percentage of international students at Canadian universities jumped nearly three percentage points, from 4.2 to 7.1 per cent. But from 2003 to 2008, that number levelled off, growing by less than half of a percentage point over six years. Canada’s international reputation as a leading study destination can be improved, according to the report.
The report called for a number of improvements in the marketing and advertising of Canada as a study destination: increased advertising for Canada’s advanced scientific research, adding English and French support for international students who wish to learn either language, using successful Canadian personalities in marketing, and pursuing a more aggressive outreach to prospective students through social media networks.
The report also said practical information such as the availability of cultural activities, quality of living and Canada’s natural beauty should be made available to prospective international students.
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