Over the past two years, the education market in China has changed dramatically and become even more challenging. University-to-university partnerships have increased, new study destinations have become more competitive, and educators have shifted to more direct recruitment techniques. These are just a few of the major changes currently taking place in China which have thrown the traditionally agent-dominated market into disarray. It is therefore crucial to understand how new student recruiting trends and prospects in China are shaping up.

Now in its fourth edition, the China Agent Market Annual Update has been providing unprecedented intelligence on China’s education and agent market since 2019.

Igor Skibickij (COO) and Grace Zhu (China Branch Manager) presented findings from the ongoing monitoring of the market carried out by BONARD’s China Team, with a specific focus on the latest data, trends, and developments in Tier 1 Cities (Beijing, Shanghai, Guangzhou, and Shenzhen) and 10 New Tier 1 Cities (Hangzhou, Chengdu, Chongqing, Shenyang, Nanjing, Wuhan, Zhengzhou, Xi’an, Changsha, and Xiamen), as well as an overview of selected Tier 2–4 Cities.

The webinar covered some of the most hotly debated topics to give an in-depth perspective on agent clusters per city, destination, & program type, enhanced intel on schools and universities for direct institutional partnerships, macro-level data on the agent market as a whole, city benchmark comparisons, and market news & updates, as well as recommendations on how to make the most of current market circumstances.

Key takeaways:

  • Most study travel agencies in China report that the impact of the pandemic on their business is under control and two in five agents are optimistic as regards 2023 prospects for the study abroad market, according to new BONARD research.
  • Educators should be patient and have confidence in the Chinese market, as agencies in China do. Cultivating a positive message and using multi-channel recruitment can greatly help program promotion. It is also suggested that educators could, to a certain extent, adapt their programs to the circumstances of the Chinese market to create unique selling points.

You can now request a copy of the presentation below.

Request presentation

Presentation screenshots:


Webinar recording:

If you wish to explore China’s international education market further and are looking for data, research, intel, or advice, please write us at china@bonard.com. We will be happy to arrange a meeting.

BONARD Greater China 2022 Trade Mission

November 15-16, 2022


We are excited to announce our latest initiative in international education – the Greater China Trade Mission, designed specifically for Higher Education providers.

You can find more information about this event and secure your seat via the following link:

Register now

China Market Subscription


BONARD is pleased to provide a China Market Subscription for our partners. You can now purchase the China Market Subscription at the early bird special rate.

Find more details about the service, price, as well as information on how to register by clicking below:

Register now

Back to top