MPW on playing to strengths

James Barton, Global Director of MPW Group, on the recent challenges facing UK education and the importance of playing to strengths

There’s no doubt that the UK’s educational landscape has undergone a seismic shift in the past decade with Brexit, and now 20% VAT on school fees. This is making a notable impact, as schools juggle policy changes, financial challenges and the need to showcase the best of British education without losing their balance.

Brexit threw a spanner in the works for UK international student recruitment. EU students, once enticed by domestic tuition rates and financial support, are now classed as international. This has meant higher fees and more complex visa requirements. Unsurprisingly, this led to a decline in EU student applications, and while this has slowly been recovering, it has affected both universities and schools that historically relied on this cohort for both diversity and financial stability.

For independent boarding schools, that shift was particularly troubling. Institutions that once thrived on a steady influx of EU students were left to fill the recruitment gaps, struggling under the weight of additional visa restrictions and spiralling costs. In response, some schools turned away from Europe, refocusing their recruitment efforts on other markets – sometimes with little previous experience or strategy to guide them.

As if Brexit wasn’t enough, the imposition of a 20% VAT tax on school fees has thrown another wrench into the works. For many UK families, the increased cost makes private education less appealing and less affordable. Even independent schools that previously relied on local students are exploring international markets – some have even launched aggressive marketing strategies abroad. The last thing parents or schools want is a ‘race to the bottom’, where UK institutions compete primarily on price, rather than quality. Established schools now find themselves up against newcomers – some wielding unrealistic offers.

“Schools require a renewed focus on lasting relationships – they can, justifiably, talk about the unique strengths of a UK education”

This lack of regulation could also open the door to misunderstandings and mistrust among international families, who might find that too-good-to-be-true offers are exactly that. A hard-won reputation of UK education as a premium offering is too valuable to put at risk, and if a trajectory of chaos and confusion is allowed to develop, the UK could see its standing as a top global destination for international students tarnished.

To secure a future in international recruitment, UK schools need to continue to prioritise sustainable and transparent practices. This requires a renewed focus on building lasting relationships with both domestic and international families. Schools can, justifiably, talk about the unique strengths of a UK education.

Clearer regulations around recruitment would also be a welcome move in ensuring fairness that preserves the sector’s high reputation. By adopting a strategic, quality-focused approach, UK institutions can navigate current challenges – and whatever seismic shifts may happen in the future – to maintain their appeal and our education system’s reputation for excellence on the global stage.

MPW mpw.ac.uk

Further reading: Malvern College on thinking beyond Oxbridge