How Global Wales III strengthened Wales’ international education profile

The programme brought together higher education institutions, further education colleges, government partners and international stakeholders across Wales’ international education sector.

What the programme involved

Global Wales III operated across multiple countries, institutions and policy areas, with activity spanning international market development, partnership funding, national marketing through the Study in Wales brand and scholarships for international students. Priority markets included India, North America, Vietnam and selected European regions.

Wavehill was commissioned to assess the programme’s delivery, effectiveness and impact. The programme operated within a complex environment shaped by factors including immigration policy, Brexit-related changes to European recruitment, market conditions and changes to its funding during delivery. In addition, many intended outcomes, such as international partnerships, reputation and student recruitment, develop over long periods and are influenced by activity beyond a single programme. Rather than attempting to prove direct cause and effect, the evaluation therefore used contribution analysis to assess the role Global Wales III played in contributing to observed outcomes. This drew on programme performance data, stakeholder interviews across higher and further education, international partner perspectives, scholarship recipient surveys and secondary research.

Strengthening partnerships and recruitment

The evaluation found the strongest evidence of impact in international partnerships, which were assessed as a major impact area within the programme. Global Wales III facilitated 111 formal partnerships and supported 87 seed-funded collaborative projects between Welsh institutions and international partners. Survey evidence suggested that many partnerships continued beyond the initial funding period, with participants reporting ongoing collaboration and, in some cases, securing additional resources.

There was also evidence that the programme contributed to increased international student recruitment from priority markets, with enrolments from these markets growing as a proportion of Wales’ overall international student population. Stakeholders pointed to Study in Wales marketing activity and the work of international advisors as key to building awareness and generating interest among prospective students.

The programme’s reach was substantial. Study in Wales activity generated 1.4 billion impressions, 18.4 million website visits, almost 900,000 leads and 244 million video views across priority markets, and brand tracking data showed marked growth in awareness and familiarity with the Study in Wales brand.

The evaluation also found that Global Wales III’s value extended beyond recruitment and partnership numbers, with stakeholders viewing the programme as part of a wider effort to build Wales’ international profile and support broader ambitions around international engagement, trade, investment and economic development. Scholarship recipients added a personal dimension to this picture. More than 3,500 applications were received for 95 scholarships awarded, and recipients reported positive experiences studying and living in Wales, with many describing themselves as advocates for Welsh education within their own networks and communities.

Informing what comes next

The evaluation’s findings feed directly into decisions about the future of Wales’ international education offer. They reinforce the value of a joined-up approach to international education, and point to opportunities to strengthen future delivery through closer strategic alignment and continued investment in the activity that raises awareness of Wales as a place to study, collaborate and build partnerships.

A summary of the report is available to read here.