News and Insights

‘Partnerships’ is the buzzword for universities

May 19, 2025

The higher education landscape has faced a number of headwinds for some time, and UK universities can expect this to continue as the Office for Students (OfS) predicts that 72% of universities may struggle with their finances and have to use an overdraft or financial reserves by 2025/26.

There are a multitude of reasons why many universities are feeling the pinch. One of the key factors is most certainly the decline in international student numbers.

Although domestic tuition fees being raised by £285 will be encouraging news to some, universities are highly dependent on international students as a key revenue stream. However, it was reported in the 2023/24 academic year that there was a 3.5% fall in the number of international students enrolled at higher education institutions in the UK.

So, what the challenges UK universities need to overcome to remain top of mind for prospective students looking to study abroad?

Rising competition

The UK has long competed with other ‘Big 4’ destinations – the US, Canada, Australia and New Zealand – to attract international students, but the last few years has seen competition rising in alternative destinations.

For example, countries like Ireland, the Netherlands, Singapore, Lithuania, Turkey, Taiwan and more are increasingly gaining prominence with Indian students in particular. Reasons for their appeal vary from post-higher education residencies and visas being easier to acquire, lower living costs, to more promising job prospects.

Along with China, India has a sizeable education-hungry population who are keen to study abroad to access high-quality education and boost their career prospects. In order to maintain their competitiveness, the UK higher education sector needs to adapt.

Highlighting global connectivity

In September 2024, the University of Southampton celebrated the announcement of its plans to open a new campus in Gurugram, India. The new campus will establish a stronger foothold for the University of Southampton in the Delhi NCR region, attracting students to study abroad, as well as reaching the untapped domestic market who can earn a UK degree at home.

This news has been praised by many as a highly strategic move, and the director of the UK’s Higher Education Policy Institute commented at the time that India has “more potential than anywhere else for the next wave of internationalisation within UK universities.”

To add to that sentiment, the UK’s export minister recently shared his belief that UK universities should be pushing for more partnerships with India as it could be a “game changer” for both countries. Following the University of Southampton’s announcement, more universities have expressed their plans to open branch campuses in India as boosting partnerships are viewed as essential.

Indeed, universities stand to benefit greatly from opening branch campuses and collaborating with other universities. Strategic partnerships can provide the financial stability that is crucially needed, as well as foster shared resources, expertise and knowledge, which can enhance research projects and global recognition.

Opportunity for the UK and PR and marketing professionals

Some international students are rethinking their applications due to recent policy shifts in the US. This opens a window of opportunity for UK-based higher education institutions.

By focusing on targeted international marketing and media relations campaigns, UK universities can reach key demographics to emphasise the high-quality educational courses available to prospective students. Being able to demonstrate partnerships with leading higher education institutions abroad can strengthen a university’s appeal – ensuring the university attracts top talent and cementing their position as a global higher education leader.

How FINN Partners can help

Spanning 30+ offices across three continents, and backed by 30 years of experience, we know the education landscape well. Our team understands the unique needs of faculty, staff, and students, as well as the critical issues affecting the sector – e.g., affordability, racial and social equity, access to resources and tech, and the ever-increasing pressure of funding challenges and policy changes.

Please do get in touch if you have any questions or would like to discuss how the team can support your institution with corporate communications.