International Student Recruitment Market in the Philippines

The Philippines, with a population of 115.6 million (as of 2022) and English as an official language, has become a key market for international student recruitment. Each year, a significant number of Filipino students pursue education abroad, motivated by career opportunities, higher education quality, and access to specialized programs not available locally. These students encompass a broad spectrum, with some seeking scholarships and others exploring bachelor’s programs for future career prospects and potential immigration pathways. Australia, Canada, and the United States are among the top destinations, driven by employment prospects and educational pathways that support long-term migration.

The Philippine Market

The Philippines has experienced remarkable economic growth in recent years, with an average annual growth rate of 6.4% between 2010 and 2019. This transition from an agricultural economy to a newly industrialized nation has paved the way for competitive sectors like electronics, automobile manufacturing, and business process outsourcing. The country boasts a robust consumer market driven by a young, educated workforce, urbanization, and significant foreign remittance.

These thriving cities represent significant potential markets for international student recruitment.

The Philippine Education System

Understanding the education system is crucial when targeting Filipino students. The Philippine education system encompasses formal and non-formal education. It is divided into basic, technical-vocational, and higher education, each under different agencies. These agencies are the Department of Education (DepED), the Technical Education and Skills Development Authority (TESDA), and the Commission on Higher Education (CHED).

The basic education system comprises a 13-year four-stage program catering to different age groups. While public schools dominate the basic education landscape, making up 83% of all institutions, the country’s diverse education history, population growth, and reforms have shaped the system.

International Filipino Students’ Market

The international Filipino student market is on a rapid growth trajectory, with numbers expected to increase by 13% annually over the next five years. This growth is largely driven by postgraduate students seeking specialized education and enhanced career prospects. Currently, around 49,000 Filipino students are studying abroad, making the Philippines one of the largest outbound student markets in Southeast Asia.

Filipino students are drawn to English-speaking countries, with Australia, Canada, United States, and New Zealand among the top destinations. These countries offer strong academic programs, migration pathways, and employment opportunities. Increasingly, Europe is also becoming attractive, with countries like Germany hosting a growing number of Filipino students, driven by programs in engineering, business, and information technology.

Universities targeting this market should be aware of students’ motivations, including access to scholarships, the availability of work-study opportunities, and career development prospects. Filipino students often seek educational experiences that align with long-term goals of migration and job security in more developed economies.

As international partnerships expand, universities from across the globe are working to attract Filipino students through scholarships, virtual open days, and targeted digital campaigns. This trend aligns with a broader global shift, as institutions increasingly prioritize diversity and internationalization in their student bodies.

Filipino students’ preference for personalized support and accurate information—especially regarding costs and visa processes—highlights the importance of building trust through transparent communications. Universities that position themselves as student-centered and emphasize career-relevant education are more likely to capture this dynamic and expanding market.

Potential Audience in Target Markets

To effectively tap into the Filipino student recruitment market, universities should consider targeting various segments, including:

Students and faculty from leading universities and colleges, including subsidiary schools
Working professionals (middle to upper management)
Students from international schools
Parents of potential students
Students from affluent families attending upper-class private schools
Foreign nationals in the Philippines, such as Japanese and Chinese, including those in English Language training institutions

Filipinos are highly active on social media, with platforms like Facebook (80.3 million users), Twitter (11.8 million users), TikTok (43.4 million users), Instagram (17.55 million users), and YouTube (57.7 million users) being particularly popular platform for social video streaming. LinkedIn’s usage (13 million users) has also been growing among newly graduated students and young professionals.

Leveraging these platforms for recruitment and promotion can be highly effective, as Filipinos spend an impressive 10 hours per day, seven days a week on social media.

Top Study Destinations of Filipino Students

Australia stands out as the preferred destination for Filipino students seeking overseas education. Other popular options include Canada, the United States, the United Kingdom, Japan, and New Zealand. Factors like proximity, language, employment opportunities, and the influence of Filipino students already studying in these countries play a pivotal role in their choices.

Finances remain a significant challenge for many Filipino students, along with a lack of information on entry routes and pathways in education.

Popular Programs

In the Philippines, certain fields of study have gained immense popularity among students seeking international education opportunities. These preferred programs include:

Health and Medicine: Aspiring doctors, nurses, and healthcare professionals flock to universities offering programs in health and medicine. The Philippines places a high value on healthcare education, and studying abroad in this field opens up diverse career prospects.
Business and Management: Business courses, including MBA programs, are highly sought after by Filipino students. These programs equip students with valuable skills and knowledge for career advancement in the corporate world.
Engineering: Engineering disciplines attract Filipino students due to the promising career prospects and the opportunity to contribute to technological advancements.
Information Technology: Given the global demand for IT professionals, Filipino students are keen to pursue degrees in information technology, preparing them for careers in software development, cybersecurity, and more.
Post-Graduate Courses: Postgraduate education, especially MBA and business-related courses not offered locally, is a preferred choice among those looking to further their career prospects with advanced qualifications.
Further or Continuing Education: Fields like Arts and Design, Nursing, Hospitality, and Culinary Arts offer specialized training that appeals to students seeking hands-on skills and expertise.

Factors Influencing Decision-Making

When Filipino students decide to study abroad, several factors influence their choices:

Language: English-taught programs are highly preferred, making English-speaking countries more appealing. However, the availability of international schools offering English-language education in non-English speaking countries, such as China, can change this dynamic.
Work Opportunities: The ability to work while studying is a significant advantage for Filipino students. It provides them with valuable work experience and financial support during their education.
Motivations: Career development, education quality, knowledge acquisition, and overseas work opportunities are primary motivations for studying abroad. The pursuit of academic excellence, scholarship opportunities, and international recognition of qualifications also play key roles.
Family Ties: Filipinos often prefer countries where they have family ties, as it provides a support system and a sense of belonging.

Motivations for Pursuing Studies Abroad

The motivations driving Filipino students to seek education abroad are diverse and include:

Career Development: Advancing one’s career is a top priority for many Filipino students, and studying abroad can provide them with the skills and qualifications necessary for success. They want to gain an advantage when it comes to getting a job.
Overseas Work Opportunities: The prospect of working abroad, either during or after studies, is a strong motivator, as it can lead to better job prospects and potentially permanent residency.
Prestige: Studying abroad is seen as prestigious in Filipino culture, and it carries a certain status and recognition.
Family Support: Parents often place a high value on education and are willing to invest in their children’s overseas education.
Cultural Exposure: The opportunity to experience different cultures and travel to various countries is another compelling factor.

Primary Financial Resources

When it comes to financing their international education, Filipino students rely primarily on:

Scholarships: Scholarships are a crucial financial resource, enabling many students to pursue their dreams of studying abroad.

Personal Financial Resources: Family and friends often provide financial support, allowing students to cover tuition fees and living expenses.

A Broader Global Perspective

By understanding the motivations, preferences, and aspirations of Filipino students, universities around the world can strategically position themselves to attract top talent from this growing market. Filipino students are increasingly drawn to English-taught programs, career-relevant education, and international experiences that align with their long-term personal and professional goals.

Educational universities in Australia, Canada, Europe, the United States, and beyond have successfully attracted these students by offering scholarships, post-graduation employment pathways, and robust student support systems. Countries focusing on student-centered services—including clear visa processes, work opportunities, and flexible learning environments—stand to benefit most from engaging with this highly motivated student population.

Expanding these partnerships not only benefits individual students but also strengthens cross-cultural collaboration and fosters the exchange of knowledge and innovation on a global scale. Universities embracing international diversity are building the foundation for stronger academic networks, global talent pipelines, and long-term relationships with the Philippines, a country with an increasingly skilled and mobile workforce.