This article was last updated on April 16, 2022
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This years’ federal budget of Canadian government has aimed to attract more foreign students with better marketing to the continue higher studies in the country, by making a momentous investment into Canada’s education brand. The federal budget announced to make a contribution of $10 million over the next two years, which is an increment from the past funding set aside for marketing education from 2007 to 2012, i.e. $1 million each year.
The spokesperson of the Foreign Affairs, John Babcock, mentioned that this extra funding is a “very positive signal.” He further added that Canadian universities are already one of the top destinations for foreign students. The budget pointed out that an estimate of almost 239,000 students contributed a sum of $8 billion to the economy in 2010, which has made it one of the most lucrative source for colleges and universities over the past. For example, The University of British Columbia currently has an average of 4,000 students studying from 120 different countries. It was further highlighted that Foreign students in Canada are compelled to pay a tuition that’s, on average, five-times higher than their Canadian counterparts. UBC president, Stephen Toope, recognized that “it’s a lot more than about economics.” He elaborated that “they really bring a richness to the educational experience that all Canadian students benefit from.”
The vice-president of membership, public policy and communications for the Canadian Bureau for International Education, Jennifer Humphries, alleged that “the brand is all the things Canada does.” She further added that “I still think, and the government seems to agree with us, there needs to be more investment and more work on establishing a brand, because we aren’t where we need to be.”
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