Recruiting international students: Analysing the imaginative geographies of three urban encounters

Abstract

International students are a critical source of income for UK universities, and yet reports indicate that their numbers have been in decline since academic year 2010–2011. Consequently, UK universities need to work harder to attract international students than ever before. This paper uses qualitative interviews with international office staff based at UK higher education institutions together with observational research at recruitment events which took place in Hong Kong in 2017 to demonstrate how the urban has a critical role to play in the international student migration industry. The paper showcases three urban encounters in the recruitment process: the higher education recruitment fair; the connections universities draw between themselves and other urban locations; and by considering how predeparture events mobilise the urban landscape to communicate dynamic learning experiences. The retelling and analysis of these encounters demonstrate how universities, and the UK, create, foster and embed the geographical imaginary in their recruitment processes in order to entice and encourage brand loyalty from prospective students.