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Asia as a study destination: Strategies for promoting short-term junior programmes to Chinese students
With their geographical proximity, Asian countries are becoming an increasingly popular choice for Chinese junior students. Gain insights into attracting this market to your institution - all backed by the latest BONARD data
ASIA AS A STUDY DESTINATION: STRATEGIES FOR PROMOTING SHORT-TERM JUNIOR PROGRAMMES TO CHINESE STUDENTS
About the webinar
Asian destinations are becoming increasingly popular among Chinese students looking for a short-term study programme or a first experience abroad.
The BONARD China Team has been investigating this emerging trend by conducting targeted surveys with Chinese students, families, and agencies, as well as gathering soft intelligence through its extensive local network and Chinese social media.
The reasons for Asia’s popularity are multifaceted. Among them are its geographical and cultural proximity, the quality of education, and the relatively more affordable tuition fees and cost of living compared to traditional study destinations.
These are some of the main findings and recommendations for short-term language program providers in Asia.
“Short-term study tours are a great early indicator of shifting preferences. Broader shifts are on the horizon for the international education sector. But for the higher education sector, these shifts may take a while to materialise, as there is a longer planning process involved when it comes to choosing a university programme abroad. For short-term programmes, the process is a lot quicker. So, monitoring trends in these programmes is crucial to understand where the market is heading.”
ASIA AS A STUDY DESTINATION: STRATEGIES FOR PROMOTING SHORT-TERM JUNIOR PROGRAMMES TO CHINESE STUDENTS
Key takeaways:
Singapore & Hong Kong lead as top destinations: Singapore (84%) and Hong Kong (70%) are the most preferred study destinations due to their strong economies, developed education sectors, and large Chinese-speaking communities. Thailand sees low interest, largely due to recent negative news affecting its perception.
Academic-focused programmes are preferred: Credit-bearing courses and school immersion programmes are gaining traction over ESL (English as a Second Language) programmes, reflecting a shift toward academic-focused experiences.
Price sensitivity is high, but quality matters more: Chinese families seek affordability in Asia but are willing to pay premium prices for prestigious programmes with strong educational value. Avoid price wars - instead, focus on demonstrating programme quality, student outcomes, and strong safety measures.
ASIA AS A STUDY DESTINATION: STRATEGIES FOR PROMOTING SHORT-TERM JUNIOR PROGRAMMES TO CHINESE STUDENTS
Webinar Recording
The webinar was delivered by BONARD's Senior Project Consultant, Su Su
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Access the webinar presentation, which outlines current trends among Chinese junior students pursuing short-term study programmes in Asia