Brexit meant a sharp decline in EU student numbers.
Looking at Undergraduate entries alone, the number fell from approximately 40,000 in 2020 to 13,000 last year (Source: HESA). The impact on UK universities was severe and sustained. Most universities scaled back EU-specific marketing or diverted spend to non-EU markets, viewing Europe as a low return. This 67% drop in new EU enrolments, is a clear indicator of how sensitive student flows are to cost and policy changes.
Which brings us to the new UK-EU deal announced this week.
- The UK government is contemplating reclassifying EU students as ‘home’ students for tuition purposes. This change would reduce annual tuition fees from international rates (often exceeding £20k) to under £10k making UK education more financially accessible to EU applicants.
- Discussions are underway for the UK to rejoin the Erasmus+ programme which helps student exchanges and academic collaboration between UK and EU institutions.
- A proposed Youth Mobility Scheme would allow EU citizens ages 18-30 to live, work, or study in the UK for up to two years.
These developments signal a potential resurgence in interest from EU students. But how do university marketing teams get ahead to benefit while so many variables are uncertain?
The proposed changes (fee reclassification, Erasmus+, youth mobility) are not yet law and depend on political will and negotiations.
Most universities will wait and will probably miss the opportunity at their doorstep now.
With momentum building around policy shifts, now is the time for universities to act, not wait. Even before formal changes take effect, institutions should consider strategic campaigns across key EU markets to reignite interest and build trust. This is more than just recruitment, it’s about signalling to European students that the UK is once again open, welcoming, and supportive.
Campaigns should encourage students to register for updates, start conversations, and see UK universities as partners in their academic journey. Those who show up early, with empathy, clarity and consistency, will be the ones students remember when the doors officially open.
Europe is a vast and complex market, and taking a one-size-fits-all approach simply won’t cut it. The good news? We have millions of data points, sophisticated audience insight tools, and deep sector experience to guide you.
If you already know which European markets you want to focus on, we can help you hit the ground running.
Our country-specific playbooks are packed with actionable insights, from media habits and platform preferences to cultural cues and unique opportunities. Whether you’re re-entering a familiar market or breaking into a new one, we’ll make sure your university connects in the right way, in the right place, at the right time.
If the idea of targeting Europe feels overwhelming, you’re not alone – but we’ve got you.
With Access to powerful insight tools, behavioural data, and years of experience working across international markets, we’ll help you uncover where the real opportunities lie. From identifying high intent audiences to mapping out a clear, evidence-based strategy, we’ll guide you step by step.
Get in touch at info@adgenuk.com to get a copy of our playbook or start the conversation .