Growing demand for short-term junior programmes in Asia among Chinese students
Chinese students are increasingly choosing short-term study programmes in Asia, with study tour agencies ranking as the top recruitment channel and 92 per cent of participants finding programmes through these agencies, according to insights from BONARD.
A recent BONARD webinar highlighted key market trends, including the growing preference for academic-focused programmes, the importance of programme quality over cost, and the dominance of Singapore and Hong Kong as top study destinations.
Rising interest in Asian study destinations: BONARD’s research reveals that Singapore (84 per cent) and Hong Kong (73 per cent) are the most preferred destinations for Chinese students seeking short-term study experiences. The appeal of these destinations to the participants included strong economies, established education sectors, and significant Chinese-speaking communities. Other popular destinations include Japan (46 per cent), Malaysia (45 per cent), Macau (40 per cent), South Korea (35 per cent), and Taiwan (23 per cent).
However, Thailand remains less favoured, with only two per cent of participants expressing interest, primarily due to recent negative media coverage regarding safety concerns.
Agencies remain the leading recruitment channel: Chinese families rely heavily on study tour agencies, with 70 per cent of students enrolling through these channels (of the 89 survey respondents who had participated in study tours in Asia). Other key sources of information include study tour websites (85 per cent cited them as an information source), social media (76 per cent), and travel agencies (62 per cent). The strong preference for study tour agencies reinforces their role as the primary pathway for recruitment, making agency partnerships essential for programme providers looking to attract students from China.
Shift towards academic-focused programmes: The demand for credit-bearing courses and school immersion programmes is increasing. The most preferred programme types include Summer/Winter Camps (89 per cent), Credit Courses (77 per cent), and School Immersion (71 per cent).
Market preferences and pricing considerations: While affordability is important, Chinese parents prioritise programme quality, student outcomes, and strong safety measures over cost. Families are willing to pay premium prices for prestigious programmes that offer high educational value. The study advises providers to avoid competing on price and instead focus on programme credibility, quality, and student support services.
"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,” said Su Su, Senior Project Consultant at BONARD.
The findings are based on research conducted by BONARD, which surveyed 250 participants (30 per cent students and 70 per cent parents), along with insights from study tour agencies and other industry stakeholders. View the full report here.
Founded in 2007, BONARD is an independent research and strategic consulting firm specialising in international education. The organisation provides market intelligence and advisory services to education providers, industry associations, governments, and investors, supporting the development of a transparent and sustainable international education sector.
