Wales has the largest growth in the number of international students in the United Kingdom, according to recent data, which also shows a notable increase in global knowledge and student interest in studying there.

Wales' international recognition as a study destination has more than doubled in only three years, according to a recent independent assessment of the Study in Wales brand, which is a component of the Global Wales program.

Only 21% of potential international students knew anything about Wales in 2022. This percentage increased to 44% by 2025, with particularly notable increases in priority markets including the US and India.

According to the research, US student interest more than doubled, from 14% to 32%, while Indian student interest increased significantly, from 18% in 2022 to 32% in 2025.

After viewing a Study in Wales advertisement, 76% of students stated that they were more inclined to think about studying in Wales. Wales was only known to 21% of potential international students in 2022.

That percentage, however, increased to 44% by 2025, with particularly notable increases in priority markets. Wales was characterized by respondents as being fascinating, safe, kind, and lovely.

According to Tom Woodward, assistant director of International at Universities Wales, Wales is becoming a more popular destination for students because of its high caliber of education, rich cultural heritage, and friendly atmosphere.

He stated, "Study in Wales has been instrumental in bringing Welsh universities to the attention of the world."

With the use of the brand, our institutions collaborate to make sure that potential overseas students and partners are aware of Wales' friendly welcome. This initiative and the larger Global Wales program have been successful, as evidenced by the fact that Wales's awareness has increased in our main markets.

From 2020–2021 to 2023–2024, Wales led the UK in the rise of international students, according to the latest HESA data. Wales has established itself as a major player in the global education market by outperforming other UK countries in luring overseas students to important markets like the US and India.

Wrexham University, for instance, reported a discernible surge in interest from US students after celebrity investment in Wrexham A.F.C. Following a Disney+ documentary that detailed their involvement with the once-ailing football club, students began to associate the university with Hollywood actors Ryan Reynolds and Rob McElhenney.