Why Chinese students are flocking to Asian destinations for short-term language programmes – and how to harness the trend
Chinese students are flocking to Asian destinations for short-term programmes - here’s everything you need to know
Why Chinese students are flocking to Asian destinations for short-term language programmes – and how to harness the trend
More and more Chinese students are choosing destinations closer to home for short-term language programmes.
Singapore and Hong Kong have become key destinations for Chinese students seeking a short-term course or their first educational experience abroad, but other Asian countries are also experiencing rising interest.
The reasons for Asia’s popularity are multifaceted. Among them are geographical and cultural proximity, high-quality education, and relatively more affordable tuition fees and cost of living compared to traditional study destinations.
The BONARD China Team has been investigating this emerging trend by conducting targeted surveys with students, families, and agencies, as well as gathering soft intelligence through its extensive local network and Chinese social media.
For education providers worldwide, short-term programmes are an essential segment to monitor.
“Short-term study tours are a great early indicator of shifting preferences,” says Su Su, Senior Project Consultant at BONARD.
“Broader shifts are on the horizon for the international education sector. However, in higher education, these shifts take longer to materialise, as choosing a university programme abroad involves a longer planning process. For short-term programmes, the process is much quicker. Monitoring trends in these programmes is crucial to understanding where the market is heading.”
Su Su
Senior Project Consultant
These are some of the main findings of BONARD Education’s research and recommendations for education providers.
Reputation, reputation, reputation
Singapore and Hong Kong were the top destinations, chosen by 84% and 70% respectively of the 250 students and parents surveyed by BONARD Education.
“These destinations are particularly popular thanks to their strong economies, well-developed international education sector, and large Chinese-speaking communities, which make them feel more familiar to students and parents,” Su Su explains.
Other destinations also emerged as popular alternatives, including:
Japan (46%)
Malaysia (45%)
Macau (40%)
South Korea (35%)
Taiwan (23%)
Thailand, despite being a major tourism hotspot, saw low interest—likely due to recent fraud and kidnapping incidents extensively covered by Chinese media.
A country’s overall environment plays a bigger role than any individual factor, but local culture, safety, and proximity to China significantly impact a destination’s success with Chinese students and parents.
“Reputation matters. Institutions in every destination, especially those with a negative reputation, must invest in actively promoting their safety and security measures to gain the trust of Chinese families. Safety is always a key factor in parents’ decision-making, and it becomes even more critical for younger students,” Su Su explains.
Education providers should highlight key safety measures in their promotional materials, including:
Supervised student accommodation
Structured group activities
Chaperoned travel arrangements
Emergency response plans
Providing regular updates to parents during the programme can also increase confidence and improve trust.
Great expectations
Chinese students and their parents prefer summer programmes in Asian destinations. Compared to other traditional study destinations, start dates are more flexible, as geographical proximity allows for greater scheduling convenience.
As for programme types:
Credit-bearing courses and school immersion programmes are gaining traction, reflecting a shift towards academically focused options.
ESL (English as a Second Language) courses remain popular but are no longer the dominant choice, as many students already have higher English proficiency.
Beyond academics, parents want practical educational outcomes, as well as opportunities for students to develop:
Collaboration skills
Communication skills
Emotional intelligence
Recommendation
Providers should emphasise:
Group activities, peer learning, and international immersion
Qualified team leaders with experience in student supervision
A structured mix of learning and cultural experiences
No price wars: Quality matters more than cost
Since the Covid-19 pandemic, China has become a more price-sensitive market, and the success of Asian destinations is partly driven by students’ desire for affordable programmes.
The results of another survey conducted by BONARD in 2024show that Chinese parents prefer mid-range options for short-term programmes in traditional destinations. However, for Asian destinations, their preferences shift:
More parents opt for affordable options
Some are willing to pay premium prices for high-quality, prestigious programmes
Recommendation
Education providers should avoid price wars. Instead, they should:
Focus on quality and student outcomes
Highlight safety and structured learning experiences
Ensure parents and students see value for money
Areas in need of improvement
Additional questions were asked to those respondents (37% of the total) who had already participated in a study abroad programme in Asia. While 75% of respondents said they were satisfied with the programme, 25% suggested improvements in:
Better communication with agencies
Higher-quality accommodation options
Enhanced safety measures
A better balance between learning and sightseeing
Providers should ensure clear and transparent communication about their courses, particularly when working with Chinese partner agencies, to manage student and parent expectations effectively.
Local agencies are crucial partners
As with traditional study destinations, providers in Asian destinations rely on local education agencies in China to recruit students.
However, short-term programmes are more dependent on agents compared to higher education providers. This is because most parents and students prefer to find information about short-term programmes via an agency’s website, with details translated into Chinese.
Recommendation
Choose local partners carefully to ensure accurate programme representation
Leverage Chinese social media (especially Rednote) to build brand awareness
Explore partnerships with schools, travel agencies, and language schools
Final Thoughts
The growing popularity of short-term programmes in Asia signals a larger shift in international education trends.
To successfully attract Chinese students, providers must:
Prioritise safety and reputation management
Adapt to changing academic preferences
Understand price sensitivity while maintaining programme quality
Leverage strong local agency partnerships
The survey results were presented in a dedicated webinar in February. Please fill out the form below to request a copy of the presentation with granular data.
WEBINAR RECORDING
Methodology
Survey conducted: 10–20 January 2025
Locations: Tier 1 & New Tier 1 cities in China (Beijing, Shanghai, Guangzhou, Shenzhen, Xi’an, Wuhan)
Sample size: 250 respondents (30% students over 16, 70% parents of students under 16)
BONARD Education is an independent market research and strategic development firm specialising in international education. Our team of specialists has been tracking student mobility data for the past 15 years. We advise and empower sector associations, governments and individual institutions with timely data and market intelligence. Find more information at www.bonardeducation.com or contact Terezia Sufliarska, BONARD’s Marketing Manager, atterezia.sufliarska@bonard.com.
CONTACT FORM
Presentation - Request Form
Access the webinar presentation, which outlines current trends among Chinese junior students pursuing short-term study programmes in Asia