Mexico: A personalised, supportive approach is the key to success in this growing study abroad market

Mexican students have traditionally gravitated to the US and Canada for study abroad, but President Trump’s anti-immigration agenda and Canada’s international student cap are opening up opportunities for institutions in other countries to recruit in this increasingly important emerging student market.

A new whitepaper from EdCo LATAM Consulting outlines characteristics of the Mexican market and best practices for engaging with students and parents.

Political and economic context

Mexico’s economy is forecast to grow by just under 2% in 2026, which, while modest, would be a better rate than in 2025. However, like the vast majority of countries, Mexico is vulnerable to the current US government’s tariff measures, so the forecast may change more than it normally would over the course of the year.

A couple of trade developments will serve as stabilising elements amid this volatility. These include:

• The “nearshoring” phenomenon, which describes foreign and multinational companies – often from Asia – setting up shop in Mexico to be closer to North American markets. Nearshoring has created more employment in northern regions closer to the US, and it has also revealed pronounced skills gaps in niche occupations.

• A strengthening relationship with Canada, as both Mexico and Canada seek to reduce their reliance on the US market. A high-level Mexico-Canada “action plan” is expected in late 2026, and Mexico’s Economy Minister Marcelo Ebrard says it will focus on “joint initiatives related to minerals, investment in ports, infrastructure and supply chain security.”

Both of these trends have accentuated skills gaps that Mexico needs to address for economic expansion. A two-million-position shortfall of engineers and technicians is limiting growth in sectors such as AI, manufacturing, and technology.

Nearshoring activity is mostly concentrated in northern regions such as Nuevo León, Jalisco, Coahuila, Chihuahua, Querétaro, Aguascalientes, and Baja California. While some of these areas pose security risks because of cartel activity, they are also home to many students who will be particularly interested in niche fields of study related to the skills needed by the industries around them.

High demand for study abroad

While there is higher education capacity in Mexico, very few Mexican universities place in the top tiers of the QS World University Rankings, and there isn’t a great range of niche programmes that serve new labour force opportunities. These opportunities can be found in a growing list of sectors, including:

• Automotive
• Aerospace
• Electronics and medical devices
• Food and beverage sector
• Renewable energy
• Oil and gas
• Tourism

The SME sector (Small and Medium-sized Enterprises) generates about 70% of jobs in the country, so business-related fields of study are also popular.

A busier recruitment environment

Marcela Tintinago, Account Manager at EdCo LATAM Consulting, says that she is seeing more and more top-ranked universities from the UK, Ireland, Canada, the US, Europe, and Australia prioritising Mexico as a student market: “It’s become a very competitive market, particularly as more Mexican students look to study in destinations beyond the US.”

Several destinations have posted growth from Mexico lately:

• Spain: There are almost 10,000 Mexican students in Spain, and this number is on the rise.

• United Kingdom: Almost 1,800 Mexican students were enrolled at UK universities in 2024/25, up +8% over 2023/24, a much stronger pace of growth than in 2023/24 (+1%).

• Ireland: In 2024/25, the small Mexican representation in Irish universities (360) was up +27% y-o-y in 2024/25, reflecting demand in Mexico for degree-level studies abroad and the growing popularity of Ireland for higher education. Mexico is among the top 10 fastest growing source markets for Mexican universities. Ms Tintinago adds: “Mexican students are particularly interested in Ireland because it is more affordable than other major study destinations, has many companies promising good job prospects, and offers a unique cultural experience.”

By contrast:

• United States: Mexican higher education enrolments grew by only +1% 2024/25 according to IIE Open Doors data, compared to the +6.5% increase the previous year.

• Canada: There were about 11,400 study permit-holding Mexicans in Canada in 2024/25, down -26% over the previous year.

• Australia: About 3,900 Mexicans studied at all levels in 2025, stable from 2024. Only 900 Mexicans are enrolled in Australian universities, compared to about 2,400 in vocational education (VET) and 1,300 in English-language studies (ELICOS). The EdCo LATAM report notes that it is interesting that the number of Brazilian and Colombian students in Australia is significantly higher than that of Mexicans (26,000 and 20,000, respectively). The report suggests: “The presence of established Latin American student cohorts in Australia would be a major drawing card for prospective Mexican students and should be leveraged in marketing campaigns to this market, alongside other attractions such as Australia’s high-quality institutions.”

However, there is a high degree of price-sensitivity in Mexico regarding study abroad. VET and ELICOS enrolments are trending down given recent policy developments in Australia that make it far more expensive to apply to study there.

Study abroad decision factors

Affordability: EdCo LATAM’s Latin America Account Manager Scarlet Ramirez says that Mexicans try to steer clear of debt and are on the lookout for scholarship opportunities:

“Taking out a loan in Mexico is very rare, we tend to save up or obtain funding for our studies. Studying abroad is a huge investment for Mexican students, and they want to ensure they are getting the best value for money possible.”

Return on investment: There is also a wealthier market segment and the higher a family’s socio-economic status, the more they will look at a foreign university’s ranking.

Teachers: EdCo LATAM observes that Mexican high-school students are used to close relationships with their teachers:

“In Mexico, your teacher often becomes more than an educator, they become our mentors and someone we can rely on beyond the classroom. Mexicans are very warm people and always looking to create strong relationships, so when we go abroad, we really value it when lecturers are approachable and supportive.”

Family: The families of students want to be closely involved in discussions with institutional representatives, whether these are central staff, in-country representatives, or agents. Parents’ opinions are highly valued, and parents ideally want to see their children study at a highly ranked university, “especially when they are contributing financially.” Post-graduate work opportunities are similarly important.

Safety and community: Safety is naturally prioritised by parents. Knowing there are other Latin American students on campus goes a long way – and this should be communicated across all marketing channels. Examples of Latin American graduates achieving success after their studies are highly effective as well, especially using audio-visual.

All these motivating factors for study abroad from Mexico have implications for recruiters:

• Social media is important for awareness. The report says, “Instagram and TikTok are the go-to platforms for marketing undergraduate courses to Mexican prospects, while Facebook and LinkedIn are best suited for promoting postgraduate opportunities.”

• However, a committed in-person effort is required, including one-to-one meetings with parents and students. Account Manager Julián Nivia says: “This approach is much more effective than trying to market your institution in a crowded room with hundreds of other institutions.” Tailored recruitment facilitates “the effective representation of your university’s value proposition in the region.”

• Communication is everything – from quality and personalisation to speed. Universities should endeavour to make students feel special, and timely follow-ups are essential (no more than 2–3 days).

The report notes: “Pre-arrival communications should include how Mexican students will be supported on arrival, details about orientation week, available mentors, details about the international office and support systems and societies that may be of interest. Mexican students really appreciate it when universities have someone from the international office they can rely on.”

For additional background, please see:

• "International student recruitment in Mexico: Demand for language study still leading the way"