We’ve been covering Kenya both in our webinars and presenting about it at BUILA SSA RIG. In our September 2024 Intake Wrap-Up we've uncovered some striking shifts in international student enrolment, with one clear standout: Kenya.
As one of the few markets to experience growth in this and previous intake seasons, Kenya achieved an impressive 50%+ year-on-year increase in enrolments, a refreshing change compared to the declines seen in larger, more established markets. This growth not only highlights Kenya’s unique positioning in the UK higher education landscape but also underscores the future potential of East Africa as an emerging recruitment region.
While Kenya remains a secondary market for UK higher education recruitment, its sustained growth has outpaced traditional sources, presenting valuable diversification opportunities. In fact, Kenya’s 130% year-on-year increase in deposits for the January 2025 intake underscores its continued strength and potential to become a major player among East African recruitment markets.
Understanding Kenya’s growth amidst broader market shifts
While regions like South Asia and West Africa have faced notable enrolment declines, Kenya led East Africa in enrolment growth. Currently, 80% of Enroly partner universities actively recruit from Kenya, with some institutions seeing unprecedented success; one university, for instance, reported a staggering 700% year-on-year growth in Kenyan enrolments. This trajectory highlights Kenya as a resilient and expanding source of international students for UK institutions.
As I’ve previously outlined, “Kenya’s performance this year has been extraordinary, with over a 50% increase in enrolments compared to last year. This growth shows a strong and increasing interest in UK higher education, and as universities strengthen their partnerships in the region, the potential for further expansion is clear.”
What’s driving Kenyan students to the UK?
Kenya’s impressive growth in enrolments can be attributed to several factors:
- High demand for quality education: The UK’s global reputation for academic rigour and career-building potential remains a strong draw for Kenyan students.
- Robust partnerships with agents: Around 70% of Kenyan students come through agents, with 40 agents actively recruiting for UK institutions. The top three agents account for 61% of Kenyan enrolments, but there is room for further growth by engaging smaller agents.
- Rise in direct applications: While agent-driven applications dominate, around 20% of Kenyan students applied directly, showcasing a growing segment of self-directed applicants with high engagement levels.
Kenyan students also bring unique profiles compared to other markets. The majority of Kenyan students are over 30 and, interestingly, choose undergraduate programs. Popular fields of study include health, business, computer science, and law. This profile shows the importance of providing tailored support and career resources for this mature, career-focused demographic.
Kenyan Visa refusal: Is it a growing challenge?
As we celebrate Kenya’s growth, it's essential to address some challenges we've uncovered as well. One key area to monitor is visa refusals, which are proportionally higher for Kenya compared to other markets.
In our September 2024 Intake data:
- 1.32% of all CAS issued came from Kenya, yet 3.5% of total refusals were from Kenyan applicants
- Kenya’s refusal rate against CAS issued stood at 6.99%, compared to:some text
- India: 1.88%
- Bangladesh: 5.52%
- Pakistan: 4.65%
This higher-than-expected refusal rate indicates a need for targeted support, especially for direct applicants, who accounted for 25% of refusals across all markets. Institutions not yet using Enroly’s Visa Support service could consider this to help de-risk recruitment for direct applicants and ensure smoother enrolment processes.
Opportunities and potential
Kenya’s growth holds valuable lessons for institutions aiming to diversify and strengthen their recruitment strategies:
- Invest in regional partnerships: Building and expanding relationships with local Kenyan agents can boost recruitment outcomes, especially given the significant role agents play in this market.
- Support direct applicants: With direct applications from Kenya comprising about 20% of the total, universities can benefit from enhancing their support for students applying without agents, offering streamlined processes and robust guidance. Equally being mindful of the refusal rate for direct applicants.
- Tailor programs, targeted support, and communications strategies: Many Kenyan students pursue fields with clear career prospects, such as health, business, computer science, and law.
To attract and support these students effectively, universities should not only offer professional development resources and tailored support services but also ensure their communications are targeted to the right audience. With a significant portion of Kenyan students being over 30 and often self-funding their education (49% relying on personal or family contributions), messaging should resonate with mature, career-focused individuals. Additionally, with 35.9% of Kenyan students opting for university accommodation, followed by 29.1% in private student housing and 21.1% in private rental accommodation, institutions can further enhance their appeal by highlighting the availability of diverse and suitable housing options, emphasising convenience, affordability, and a supportive community atmosphere tailored to their needs.
Looking ahead: Kenya and the future of East African recruitment
Kenya’s growth underscores the potential for East African countries to emerge as key recruitment sources for UK institutions. For the January 2025 intake, Kenya has continued its strong trajectory, with enrolments up 130% year-on-year, outperforming the 10% average increase across all markets. However, the higher-than-average visa refusal rates call for targeted interventions to support Kenyan students more effectively.
“As we look ahead, Kenya and other East African markets will likely become increasingly important in the UK’s international recruitment landscape. Institutions that align their strategies with this potential growth while addressing challenges like visa refusals will be well-placed to tap into a new era of East African engagement in higher education.”
By staying attuned to the needs and nuances of the Kenyan market, UK institutions can not only drive further growth but also build a strong foundation for long-term success in East Africa and beyond.
