China’s Study Tour Revival Sparks Shift in Global Education Power Dynamics
From Ivy League to Intra-Asia: Chinese Students Redefine Study Abroad Destinations
Parents, Policy, and Pragmatism: What’s Fueling China’s Post-Pandemic Education Boom?

In the wake of the COVID-19 pandemic, global education has undergone profound transformations. Nowhere is this more evident than in China, where the outbound study tourism industry is not only recovering but flourishing. While traditional education powerhouses like the United States face declining appeal among Chinese students, regional destinations in Asia and select Western countries such as the United Kingdom and Australia are seeing a renewed surge in interest. The story of Kent Cai, a seasoned education consultant, encapsulates this shift. His whirlwind July of 2025, marked by six successful overseas tours involving over 150 Chinese college students, underscores the scale and momentum of China’s evolving study-abroad narrative. This article explores the key dynamics fueling the resurgence of study tourism, the shifting landscape of preferred destinations, and what this transformation means for the global education ecosystem.

A Pandemic Pause, Then a Powerful Comeback

China’s study tourism industry, like many sectors reliant on international mobility, took a hard hit during the pandemic. Travel bans, lockdowns, and a general sense of uncertainty rendered overseas tours nearly impossible. However, with the lifting of travel restrictions in early 2023, the industry has witnessed an impressive rebound. The market was valued at 147.3 billion yuan (US$20.3 billion) in 2023, closely trailing its 2019 high of 152.3 billion yuan. Experts anticipate an even steeper growth trajectory, projecting the market will reach 179.1 billion yuan in 2024 and exceed 300 billion yuan by 2028.

This resurgence is driven not just by pent-up demand but by a conscious re-evaluation of international education’s purpose. For Chinese families, study tours represent more than sightseeing or short-term travel; they are strategic investments into their children’s futures. A recent iiMedia Research report found that two-thirds of surveyed Chinese parents expressed strong interest in overseas educational experiences for their children. With student development, global awareness, and international career competitiveness at stake, these tours are seen as pivotal stepping stones.

Consultants like Kent Cai are experiencing a return to pre-pandemic business levels. His company’s operations have doubled since 2022, with the number of educational tours and enrolled students mirroring those of 2019. The destinations range from traditional hubs like Sydney and Osaka to emerging favorites like Kuala Lumpur and Jakarta, highlighting a diversification in travel preferences and educational exposure.

Redefining Destination Appeal: The Decline of the US and the Rise of Asia

Despite the bounce-back in study tourism, Chinese students and their families are becoming increasingly selective about where they go. The United States, once a top choice for international education, is witnessing a noticeable dip in popularity among Chinese students. Several factors contribute to this shift, including tightening visa regulations, rising tuition fees, and heightened geopolitical tensions. Chinese students have become wary of the perceived lack of safety and inclusivity in the U.S., particularly amid post-pandemic racism and anti-China sentiment.

This decline has opened opportunities for other countries to capture the interest of Chinese students. The United Kingdom and Australia remain in favor, largely due to more stable visa policies and consistent messaging around international student support. Yet, the most dramatic change is the growing allure of regional destinations within Asia. Countries like Japan, South Korea, Malaysia, and the Philippines are rapidly climbing the preference ladder.

In May 2023, Japan recorded a 20.8% increase in international students compared to the previous year, mostly enrolling in university pathways and language institutes. China remains the largest source of these students. South Korea’s international student population has more than doubled over the past decade, reaching 236,000 in 2023. The country has set an ambitious goal of attracting 300,000 international students by 2027, and it appears well on track.

Malaysia offers another compelling case. As of September 2023, the country hosted over 47,000 university students from China, a fivefold increase in five years. Chinese nationals now comprise 37% of Malaysia’s total inbound student body. Even the Philippines, traditionally a modest player in this domain, granted 16,200 student visas to Chinese nationals in 2023. Although this influx has triggered some national security concerns, it highlights the broader trend of intra-Asian educational mobility.

Economic realities play a critical role in these shifts. With China experiencing record-high youth unemployment, the return-on-investment for expensive overseas degrees is being reconsidered. Parents, once eager to send their children to top U.S. institutions at any cost, are now more cautious. The so-called "Bank of Mum and Dad" is more conservative, focusing spending on options that promise both quality and value. Regional destinations offer competitive educational standards at a fraction of the cost, making them increasingly attractive.

The decline in English proficiency across the Asian region, including China’s drop to 91st in the EF English Proficiency Index, further complicates the appeal of English-speaking countries. Students with lower language confidence may prefer destinations where they can thrive academically without the pressure of mastering a foreign language at an advanced level.

Strategic Shifts and the Future of Global Education

As China’s study tourism industry evolves, it is reshaping the international education landscape in profound ways. First, it signals a decentralization of global student mobility. The dominance of English-speaking nations is no longer a given. Instead, a more multipolar world is emerging where regional hubs within Asia offer credible, competitive alternatives.

Second, this shift compels traditional destination countries to reassess their strategies. Nations like the U.S. must confront the ramifications of their policies and rhetoric. Discriminatory visa practices, safety concerns, and volatile geopolitical postures send strong deterrent signals. Without meaningful reforms, these countries risk alienating one of the most significant and financially impactful student demographics.

Third, the rising demand for short-term study tours opens new avenues for international collaboration. Universities and educational agencies in Asia and beyond must adapt to the growing appetite for programs that blend academic rigor with experiential learning. Dual-degree initiatives, language immersion programs, and summer schools designed for Chinese students can tap into this expanding market.

China’s domestic educational institutions are also positioned to benefit. As more students opt to stay closer to home, Chinese universities are scaling up their internationalization efforts. They are investing in global research partnerships, joint degrees, and English-language programs to retain talent domestically while maintaining a global outlook.

Ultimately, China’s study tourism revival is about more than numbers. It reflects a broader cultural and economic recalibration. The post-pandemic world has made students and parents more pragmatic, prioritizing safety, affordability, and long-term outcomes over prestige and tradition. This new paradigm challenges outdated notions of what global education should look like and who gets to define it.

In conclusion, the resurgence of China’s study tourism sector is both a symbol and a catalyst of change in international education. It invites policymakers, educators, and institutions worldwide to rethink their approaches and embrace a more inclusive, diversified, and adaptable model. With projections pointing toward continued growth, and with consultants like Kent Cai leading the charge, the future of global student mobility is being written not in the halls of Ivy League schools, but on the bustling streets of Kuala Lumpur, the classrooms of Osaka, and the universities of Seoul and beyond.