Perceptions and experiences with international student recruitment agents: from the students’ perspective

Recruiting international students is a critical priority in higher education, with countries worldwide competing to attract global learners. To remain competitive and benefit from the academic, cultural, and economic contributions of international students, many institutions increasingly collaborate with education agents. For more than a decade, agents have played a central role in recruitment, often serving as the first point of contact for prospective students while offering cultural knowledge and market expertise that universities rely on. Their significance has grown in recent years, particularly as COVID-19 reshaped traditional recruitment methods. Despite challenges faced by institutions and agencies alike, the demand for agents is expected to expand further. The rising use of recruitment agents underscores their influence on student decision-making. Many international learners view local agents as trusted intermediaries, especially when access to traditional admissions events, such as fairs or campus visits, is limited. Given this influence, it is vital for higher education institutions to recognize agents as key stakeholders in recruitment strategies. Based on literature, this chapter explores (1) who international student recruitment agents are, (2) their roles in attracting students, and (3) students’ perceptions and experiences. Finally, recommendations are offered to strengthen university–agent collaboration and enhance international student recruitment.