Market Snapshot: Turkey

Turkey remains a resilient outbound market, with strong demand for international education driven by employability, global mobility, and long-term career outcomes. However, severe currency pressure and inflation have made students highly price- and value-focused, reshaping destination and programme choices.

Key Findings

• The market is extremely cost-sensitive, especially at the Master’s level, with most students budgeting under $25,000 (US) or £15,000 (UK) after scholarships.
• UK demand is growing strongly (+23% YoY) and is the only Big Four destination showing material growth, particularly at pathway, pre-bachelor’s, and undergraduate levels.
• Canada and the US are in decline, driven by visa restrictions, student caps, higher financial requirements, and uncertainty around post-study work.
• European alternatives (Germany, Italy, Spain) are gaining traction due to affordability and clearer long-term mobility options.
• Employability outcomes now dominate decision-making, with students prioritising rankings, internships, post-study work, and return on investment.
• Agents play a critical role, with fast responses, clear entry criteria, and consistent communication key to success.

Why It Matters
Turkey is not losing demand but reallocating it, and institutions that can clearly demonstrate value, affordability, and graduate outcomes — particularly in the UK and Europe — are best positioned to win in this shifting market.