MEXICO BMI Market Report 2022 - BMI Global
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BMI Market Report MEXICO 2022
contents
1 Introduction
2 Enrolments in Mexico
3 Enrolments in key destinations
4 Market trends
5 Conclusion
6 Improving your recruitment results
Click on each topic
introduction
Market Report: Mexico
Our latest Market Report offers a deep dive
into Mexico’s education and recruitment
scene.
Our research continues to help
higher education leaders to:
We begin with a review of Mexico’s
enrolments across key states in the
country, and then turn our gaze outwards,
presenting a lengthy track record of
1
Guide marketing, recruitment and
statistics for destination markets. Mexico’s internationalisation strategies.
story is further played out via a wide
range of figures and insights covering the
economy, social media, latest trends and 2
growth opportunities. Understand the strength of Mexico
as an international education
This is the third report BMI has co-produced market and source of student
with education marketing experts Jackfruit recruitment.
Marketing. Based on the appeal of
previous reports (on Vietnam and China’s
Tier 2 Cities), we are pleased to share our 3
research and knowledge of Latin America Discover how the market is
- a region which is home to the world’s changing and where enrolment
most lively and energetic students who are opportunities exist.
sure to invigorate your campuses as well
as your belief in the power of international
education.
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4 | bmi market report: mexico • introduction
Market Report: Mexico’s states
baja
california sonora
chihuahua
coahuila
baja
california sur sinaloa nuevo
leon
durango
cas
ate
zac tamaulipas
san luis querétaro
aguascalientes potosí
hidalgo
nayarit
guanajuato yucatán
tlaxcala
jalisco
morelos quintana
n roo
michoacá ve
colima puebla ra tabasco campeche
cr
uz
north estado de guerrero
méxico
centre oaxaca
distrito federal chiapas
pacific coast (méxico city)
mexico city & surrounding states
gulf of mexico & yucatan peninsula
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5 | bmi market report: mexico • introduction
Student enrolments in Mexico
ENROLMENTS IN MEXICO: SCHOOLS
Mexico is a key Latin American outbound market
– second only to Brazil in terms of the size of its
population and economy.
Total population,
according to INEGI:
• 126,014,024 in 2020,
• 112 million in 2010,
• 97 million in 2000.
school system:
Pre-School...............3 Years compulsory
Primary....................Grades 1-6
Secondary................Grades 7-9
Upper Secondary.....Grades 10-12
Superior...................Vocational studies
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7 | bmi market report: mexico • STUDENT ENROLMENTS
ENROLMENTS IN MEXICO: k-12
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8 | bmi market report: mexico • STUDENT ENROLMENTS
ENROLMENTS IN MEXICO: k-12
Targeting by population
In line with the population, the biggest school
enrolments are found in the states of:
1/ Mexico
2/ Mexico City
3/ Jalisco
4/ Veracruz de Ignacio de la Llave
5/ Puebla
Targeting by private schools
Looking beyond the top five states and
concentrating on the Upper Secondary Statistics on the number of students per
level as an undergraduate recruitment school type are difficult to obtain, but
pipeline, you may want to add several key estimates show that approximately 18.5%
states to your recruitment list: Guanajuato, of high school students attend some type
Chiapas, Nuevo León, and Michoacán de of private school. Based on 2008 data,
Ocampo. Upon continued examination of private school attendance was shown to
the Upper Secondary level, certain states be higher in Aguascalientes, Guanajuato,
buck total enrolment trends and could Hidalgo, San Luis Potosi, Tamaulipas and
move further up your priority list, such as Yucatan.
Baja California or Chihuahua as opposed
to Oaxaca or Guerrero.
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9 | bmi market report: mexico • STUDENT ENROLMENTS
ENROLMENTS IN MEXICO: HIGHER EDUCATION
Higher Education
Enrolments in Mexico 2020/21
Aguascalientes 62,661
Baja California 149,726
Baja California Sur 25,342
Campeche 40,432
Chiapas 124,559
According to ANUIES, total university Chihuahua 148,769
enrolment has nearly doubled in the last Ciudad de México 849,320
Coahuila de Zaragoza 131,823
13 years. Colima 27,323
Durango 59,561
Guanajuato 198,138
Guerrero 84,018
In 2007/08, total higher education Hidalgo 114,880
enrolment in Mexico was 2,528,664. Jalisco 286,039
México 540,228
Michoacán de Ocampo 134,981
By 2013/14, that number increased by Morelos 74,567
nearly 42% to hit 3,587,221. Nayarit 51,726
Nuevo León 284,940
Oaxaca 82,524
And in 2020/21, enrolments reached Puebla 312,755
4,983,204 – a 97% increase over 2007/08. Querétaro 96,940
Quintana Roo 51,932
San Luis Potosí 98,972
Sinaloa 161,482
Sonora 128,808
Tabasco 88,786
Tamaulipas 140,675
Tlaxcala 37,777
Veracruz de Ignacio de la Llave 249,379
Yucatán 86,276
bmiglobaled.com/market-reports/mexico Zacatecas 57,865
Source: The National Association of Universities Total 4,983,204
and Institutions of Higher Education (ANUIES)
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10 | bmi market report: mexico • STUDENT ENROLMENTSStudent enrolments in key destinations
DESTINATION: USA
The US is still the number one destination for Mexicans, however, numbers
have been on a steady decline for the past six years. Doctorate degrees
are the only sector showing steady growth since 2014, alongside marginal
growth for Flight Training.
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12 | bmi market report: mexico • ENROLMENTS ABROADDESTINATION: USA
In 2000/01, Mexico was the 10th most
popular origin market for the USA with
10,670 students, a .6% increase over the
previous year.
By 2005/06, thanks to steady growth and
a 6.6% increase over the previous year,
Mexico became America’s 7th leading
origin country. Enrolments were looking
fairly stable with a high of 14,850 in 2008/09.
Following a dip the next year, enrolments
then steadily climbed again until 2014/15.
Since then, numbers have been sputtering
downwards and by 2019/20, Mexico fell
back to the 10th origin position.
As of 2019, Mexico is currently valued at
US$ 524 million in terms of its international
student economic impact, according to
the Bureau of Economic Analysis, U.S.
Department of Commerce.
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13 | bmi market report: mexico • ENROLMENTS ABROADDESTINATION: USA
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14 | bmi market report: mexico • ENROLMENTS ABROADDESTINATION: USA
Top 10 states in USA for Mexican students
In addition to proximity, Texas’ appeal
0 2500 5000 7500
can be attributed to its common policy of 4,088
5,073
offering more affordable, in-state tuition Texas 6,095
6,630
to Mexicans (normally reserved only for 1,577
Americans). California
1,849
2,032
2,060
829
1,033
New York 1,103
1,149
605
814
Massachusetts 864
927
591
594
Florida 701
605
485
531
Arizona 561
592
427
423
Utah
390
336
410 June 2021
478
Illinois
473
394
270
July 2018
284
New Mexico
380
421
July 2016
215
Georgia 207
190
147 July 2014
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15 | bmi market report: mexico • ENROLMENTS ABROADDESTINATION: USA
Alabama
The only states in the top 10 that have been Georgia
showing growth since 2014 are Utah and Georgia. Idaho
All states showing growth since 2014 include: Nevada
Utah
States showing flat or marginal States showing a rise in 2016 or Following the overall trend for States exhibiting sporadic
growth in enrolment since 2014: 2018 and then a decline since Mexican enrolments in the USA, enrolment trends:
then: the following states have been
• Alaska on a steady decline since July • Connecticut
• Colorado • Arkansas 2014: • Kansas
• Montana • Florida • Kentucky
• Nebraska • Hawaii • Arizona • Louisiana
• New Jersey • Illinois • California • Maine
• Oregon • Indiana • Delaware • Mississippi
• South Dakota • Iowa • Guam • North Dakota
• Tennessee • Maryland • Massachusetts • Rhode Island
• Wyoming • Michigan • Minnesota • Vermont
• New Hampshire • Missouri • West Virginia
• North Carolina • New Mexico
• Ohio • New York
• Oklahoma • Puerto Rico
• Pennsylvania • South Carolina
• Virginia • Texas
• Washington • Washington DC
• Wisconsin
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16 | bmi market report: mexico • ENROLMENTS ABROADDESTINATION: canada
The figures below apply to the higher education sector only.
Secondary school programmes reported 1,965 Mexicans in 2017.
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17 | bmi market report: mexico • ENROLMENTS ABROADDESTINATION: canada
Like students in many origin markets,
Mexicans have demonstrated significant Language learning trends:
increased interest in Canada over the last Based on membership data from
ten years due to several factors such as: Languages Canada
In 2018, there were 14,206 Mexican ELT
• Proximity and ease of travel students in Canada and Mexico accounted
• Relatives and friends already living for 51% of all student weeks (up to 55% in
in Canada 2019).
• Cultural similarities to the USA,
but perceived as a more welcoming In 2019, there were 17,065 Mexican ELT
environment and culture students, a 20% increase over 2018 which
• Clear pathway for emigration made it the only market in Canada’s top
10 source countries to post year-on-year
growth and also gave Mexico the title as the
fastest growing top 10 source country.
In 2016, Canada relaxed short term (less
than 6 months) visa requirements for 951 Mexicans were studying French in
Mexicans, further stimulating demand and Canada in 2018. This number jumped to
country appeal. 1,441 in 2019.
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18 | bmi market report: mexico • ENROLMENTS ABROADDESTINATION: AUSTRALIA
Since 2002, the total number of Mexicans enrolling in Australia has been
steadily growing due mainly to the VET sector’s double-digit percentage
growth nearly every year, followed by a fairly reliable performance from the
ELICOS and Higher Education sectors.
Mexicans only comprise a tiny percentage of all international students in
Australia (.36% in 2020 vs. .21% in 2002), and there is great potential for
further growth across all sectors.
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19 | bmi market report: mexico • ENROLMENTS ABROADDESTINATION: FRANCE
Mexicans appear to have a growing interest in French culture, language, history and society.
Like the USA, Mexican enrolments in Doctorate degrees in France have maintained steady
growth since 2014.
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20 | bmi market report: mexico • ENROLMENTS ABROADDESTINATION: FRANCE
Looking at trends across Mexican enrolment When comparing top fields of study across
in France’s LMD system - Bachelor (Licence), all school and degree types, 2018/19 data
Master, Doctorate - between 2014 and 2018, shows:
we see a 4% increase overall, broken down
as follows:
• 43.3% languages and humanities
• 30.7% science and sports studies
• 41% of enrolments at Level L, • 14.1% economics and social
a 12% decrease since 2014 administration
• 13.8% engineering schools
• 39% of enrolments at Level M, • 10.1% business schools
a 14% increase • 9.4% law and political science
• 4.3% architecture schools
• 20% of enrolments at Level D,
a 31% increase • 2.5% health, medicine, pharmacy
and dentistry
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21 | bmi market report: mexico • ENROLMENTS ABROADDESTINATION: FRANCE
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22 | bmi market report: mexico • ENROLMENTS ABROADDESTINATION: uk
higher education
Mexican enrolment in the UK has exhibited a meandering seesaw pattern in the last six years.
Once considered to be the second most popular destination for Mexican students, enrolments
have generally stayed flat when looking at the last decade, with an estimated 1,970 students in
2011/12 vs. 1,915 in 2019/20.
English Language Learning
Historically, the UK had appeal as an English English UK’s 2020 report, based on 358
language destination due to international private- and 50 state-sector ELT centres,
students’ desire to experience “the birthplace revealed that the total number of student
of English” and British culture, although a weeks had fallen from over 17,330 in 2009 to
2015 study by the British Council found that 15,634 in 2018 (with 3,492 students) to 14,867
“learning American English was seen as in 2019 (with 3,065 students).
slightly more attractive than British English,
and this trend was more apparent within
younger generations”, who may perhaps be
swayed by the closer, more prevalent presence
of American culture, firmly entrenched in
film, music, media, and so on.
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23 | bmi market report: mexico • ENROLMENTS ABROADDESTINATION: uk
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24 | bmi market report: mexico • ENROLMENTS ABROADDESTINATION: china
Of all the Latin American countries, Mexico has the most frequent exchanges with China in education,
culture, sports and tourism. It cooperates with China in over ten fields, including e-commerce,
tourism management, engineering and big data. Approximately 60 Chinese companies, including
Huawei and Didi, have set up offices in Mexico.
Government-funded Scholarships: Privately-funded Scholarships:
• From 1972 to 2000, Mexico provided 20 • In 2019, 230 Mexican students (up from
government scholarships to China every 37 the year before) received scholarships
year. from the China-ASEAN Education and
• In 2005, the number of scholarships grew Training Alliance.
thanks to annul allocations of 32 funded • The alliance aims to promote cooperation
by China and 30 provided by the Mexican on talent training between 28 Chinese
government. universities, governments involved in
• By 2013, both countries pledged to fund the Belt and Road Initiative, and Chinese
over 300 students in the next 3 years. companies operating overseas.
2013 2014 2015 2016 2017 2018
Students with scholarships 111 124 152 168 166 148
Self-funded students 1665 1763 1690 1932 2016 1392
Total Mexican students in China 1776 1887 1842 2100 2182 1540
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25 | bmi market report: mexico • ENROLMENTS ABROADDESTINATION: NEW ZEALAND
Like Australia, the percentage of Mexicans
enrolled in New Zealand as compared to all
international students in these four sectors
is small, but steadily growing, from .21% in
2012 to .32% in 2020.
The English language sector is the only
sector to have shown consistent growth in
Mexican enrolments year on year, except for
2020. Other sectors have experienced more
sporadic enrolment patterns in the last
decade.
Mexico is New Zealand’s fourth most popular
enrolment source country in Central and
South America (preceded by Brazil, Colombia,
and Chile).
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26 | bmi market report: mexico • ENROLMENTS ABROADDESTINATION: ireland
Mexico was the 25th most popular sending
country for Ireland as of 2019/20. But in
The most popular subjects for Mexicans
looking at just the postgraduate level, Mexico
in Irish higher education include:
tied with Vietnam as the 19th largest sender.
Education in Ireland estimates there are
• Arts and humanities;
2,000 English language students from Mexico
• Business, administration and law;
and between 400 to 500 students from Mexico
• Engineering, manufacturing and
in all Irish tertiary institutions.
construction;
• Education.
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27 | bmi market report: mexico • ENROLMENTS ABROADDESTINATION: ireland
The Ireland Higher Education Authority provides
data from 22 technical colleges and public
universities. These numbers will be higher
when private tertiary institutions are included.
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28 | bmi market report: mexico • ENROLMENTS ABROADother DESTINATIONs
spain
3,143 Mexicans studied at the tertiary level in 2019, up from 2,880 in 2011, according to UNESCO
data. These figures are lower than what ANUIES reports: 3,200 Mexicans in Spain in 2008.
germany
According to UNESCO data, 2,922 Mexicans studied at the tertiary level in 2019 (up from 2,458 in
2017), which reflects a steady increase from the past. ANUIES cited 1,174 Mexicans in Germany in
2008.
Enrolment figures according to DAAD:
• 2,714 in 2014/15
• 1,695 in 2010/11
• 1,231 in 2005/06
Across all education levels and time frames, in 2020, DAAD reported that they sponsored 277
Mexicans, and 766 Mexicans received funding from elsewhere.
argentina
979 Mexicans studied at the tertiary level in 2019, up from 689 in 2017, according to UNESCO data.
colombia
472 Mexicans studied at the tertiary level in 2019, up from 530 in 2017, according to UNESCO data.
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29 | bmi market report: mexico • ENROLMENTS ABROADmarket trends economic landscape • MARKETING TIPS
MACRO TRENDS: CURRENCIES
The Mexican peso has been fairly steady
Apart from a significant dip between March and May of 2020, due to height of the pandemic, the
MXN/USD exchange rate has held fairly steady over the last five years, making it easier for families to
manage their budget for international education.
Source: xe.com
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31 | bmi market report: mexico • MARKET TRENDSMACRO TRENDS: INCOME VS. SPENDING
On average, households in Mexico have an
income of approximately 50,309 MXN (2,515
USD) and outgoing expenses of 29,910 MXN
(1,496 USD).
top states by average quarterly income:
1/ Nuevo León
2/ Baja California
3/ Ciudad de México
4/ Baja California Sur
5/ Sonora
6/ Querétaro
7/ Chihuahua
top states by average quarterly spending:
1/ Ciudad de México
2/ Baja California
3/ Nuevo León
4/ Querétaro
5/ Baja California Sur
6/ Aguascalientes
7/ Jalisco
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32 | bmi market report: mexico • MARKET TRENDSMACRO TRENDS: middle and upper classes
By combining Mexico’s population and economic data, you can create a targeted list of states
in which to concentrate your recruitment efforts.
Mexico has a growing youth population and middle class, however, there is an uneven
distribution of wealth. The states with the highest GDP per capita are in the North, as well as
the capital of Mexico City, and those in the Yucatan Peninsula.
According to Mexico’s National Institute
of Statistics and Geography (INEGI):
• In 2000, 38.4% of households were
middle class, which was 35.2% of
the population or 34,144,000 people. In upper class households with children,
64.1% send them to private schools vs.
• In 2010, 42.42% of households were 28.7% from the middle class.
middle class, which was 39.2% of
the population or 43,859,200 people.
PUBLIC SCHOOL PRIVATE SCHOOL
• In urban areas, the middle class Upper Class 47.8% 64.1%
equals 50% of households and 47%
of the population. Middle Class 82.3% 28.7%
• In rural areas, 28% of households Lower Class 97.3% 5.3%
and 26% of people belong to the Numbers total more than 100% due to multiple
middle class. children per household.
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33 | bmi market report: mexico • MARKET TRENDSMACRO TRENDS: funding for education
Government funding for outbound
mobility has been cut
recruitment tips!
President Andrés Manuel López Obrador is
concentrating on strengthening the country from
within. For example, much of the funds that would
have normally gone to CONACYT to support Mexicans • Create institutional scholarships just for
studying abroad have been redirected towards Mexican students who fit a certain profile.
funding to Mexico’s (local) public universities and to
in-country scholarships. • Build talent training programmes
with corporations that can provide work
Meanwhile if you look elsewhere in Latin America experience and potential scholarships.
(Colombia, Peru, etc.) you find that their governments
are increasing scholarship funds and getting more • Offer flexible tuition payment plans.
active in promoting education abroad to their
students. • Provide personal support to help
Mexicans get part-time employment
Luckily, where financial support from the Mexican during studies.
government (i.e., outbound scholarships) may
be drying up, the private sector has stepped in. • Share financially-relevant marketing
Independent organisations like FUNED continue content: stories of Mexican students who
to provide scholarships and encourage mobility work on campus or have internships, cost
overseas (e.g. 110 postgraduate scholarships were of living charts, etc.
offered in 2020).
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34 | bmi market report: mexico • MARKET TRENDSfunding providers in mexico
• Fundación Mexicana para la Educación, la Tecnología y la Ciencia – FUNED
Postgrad… 110 scholarships in 2020
• The National Council of Science and Technology of Mexico – CONACYT
Postgrad… 1100 scholarships in 2019
• Institute of Finance and Information for Education
Non-Degree, Undergrad, Postgrad… 4000 scholarships in 2020
• Fundación Beca
Non-Degree, Undergrad, Postgrad… 75 scholarships in 2020
• Fund for Culture and the Arts – FONCA
Postgrad… 40 scholarships in 2020
Meet these providers at BMI’s exclusive events
london May 16 & 17, 2022 bogotá Oct 3 & 4, 2022
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35 | bmi market report: mexico • MARKET TRENDSMACRO TRENDS: Geopolitics and growth opportunities
Launched in 2020, the United States-Mexico-Canada
Agreement (USMCA) is designed to strengthen
relationships and economic growth across North
America. While the US and Canada can provide
capital and advanced technology, Mexico can
leverage its labour force (spurred on by a bulging
youth population) and potential to become a global
manufacturing hub.
TIP! Manufacturing will also drive GDP growth for
Vietnam (as mentioned in that market report).
The Mexican National Infrastructure Programme
aims to attract foreign investment from public-
private partnerships (PPPs), worth in excess of US$
100 billion, in value-added logistics, transportation
and services sectors that will require skilled English
language speaking personnel.
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36 | bmi market report: mexico • MARKET TRENDSMACRO TRENDS: english language learning
Top findings from a 2015 study by the British Council – English in Mexico: An examination of policy, perceptions
and influencing factors – include:
“The total size of the English language learning “The geography of Mexico has a profound effect on
market in Mexico is around 23.9 million people, levels of English, dividing the country in three:
roughly 21% of the population. This figure includes
students learning English via all possible channels: • The northern states that border the US that have
public and private institutions at primary, secondary a strong tradition of English learning levels and a
and tertiary levels. It also includes individuals and legacy of developed public English programmes;
organisations learning English privately or via self-
access learning.” • The central region that comprises the largest
proportion of Mexico’s middle class that use
“51% of the total employers surveyed said their English in their daily working lives;
company offered English language training and
development for existing staff or new staff; 30% said • The states that join Mexico to Central America
they had a training partnership with a private external where there is much less need for English and,
company; 18% said they provided funding for English therefore, proficiency declines.”
tutoring; 16% had internal provision and 14% said
they offered online training.”
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37 | bmi market report: mexico • MARKET TRENDSMARKETING TIPS: SOCIAL MEDIA TRENDS
It’s no secret that Mexicans have an above average addiction to
social media.
At an average of 3 hours and 27 minutes a day, Mexico ranks
7th amongst the top countries worldwide that spend the most
time on social media (one full hour more than the global
average).
When it comes to brand discovery, 42.5% of Internet users
aged 16 to 64 find new brands via ads on social media - more
than any other channel - bucking global trends which show
most users initially finding brands via search engines, tv, word
of mouth, or brand websites. Moreover, 64.7% of Mexicans use
social networks to research brands, again beating out search
engines, websites or reviews.
We zoom in on three important channels for institutions
to utilise when engaging with Mexicans online.
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38 | bmi market report: mexico • MARKET TRENDSMARKETING TIPS: facebook
As of February 2022, there
were over 80 million Facebook
users in Mexico. With nearly
55% between the ages of 18-34
years old, Mexicans are proving
that the platform is still popular
with university-aged audiences.
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39 | bmi market report: mexico • MARKET TRENDSMARKETING TIPS: facebook
Mexicans spend 26.2 hours
per month on Facebook’s app,
which is significantly more than
the global average and twice
that of Brazil.
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40 | bmi market report: mexico • MARKET TRENDSMARKETING TIPS: tiktok
TikTok now has more than 1
billion monthly active users
around the world with 46.02
million in Mexico, making it
the 5th largest user population
worldwide.
It was the #1 most downloaded
app in Mexico in 2020.
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41 | bmi market report: mexico • MARKET TRENDSMARKETING TIPS: tiktok
Just like their Facebook usage,
Mexico again beats the global
average with 23.4 hours per
month spent on TikTok.
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42 | bmi market report: mexico • MARKET TRENDSMARKETING TIPS: PODCASTS
A great avenue for reaching
parents and postgraduate
prospects (but teens are here
too!), globally, more than 1 in 5
working-age Internet users now
listen to podcasts every week.
Which country listens the
most? Mexico, with 33% of the
population tuned in weekly.
People are spending more time
listening too, with the typical
Internet user now spending
almost an hour per day listening
to podcast content, comparable
to radio or music streaming
services.
Total population, according to INEGI: 126,014,024 in 2020
33% = 41,584,628 Mexicans tuned in weekly
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43 | bmi market report: mexico • MARKET TRENDSCONCLUSION
DESTINATION TRENDS
UNESCO’s figures, while widely cited, often under-report the actual figures when we compare them
with destination government data. Nevertheless, they can serve as a rough reference for the level of
outbound mobility.
Using destination government data (and when not available, UNESCO data) the top 15 destinations
for Mexicans are listed below, with 2019 data included for some nations to serve as a more accurate
representation of enrolment pre-pandemic.
1 / USA................. 14,348 at the tertiary level in 2019/20 Total Mexicans
2 / Canada........... 6,425 at the tertiary level in 2020 / 8,680 in 2019 studying abroad
(UNESCO)
3 / Australia......... 3,204 in all sectors in 2020 / 3,788 in 2019
4 / France............ 3,199 in all sectors in 2019
5 / Spain............... 3,143 at the tertiary level in 2019 • 15,818 in 2000
6 / Germany......... 2,922 at the tertiary level in 2019 • 26,864 in 2011
7 / UK................... 1,915 at the tertiary level in 2019/20 • 29,401 in 2016
8 / China............... 1,540 at the tertiary level in 2018 • 34,319 in 2019
9 / Argentina........ 979 at the tertiary level in 2019
10 / Colombia....... 472 at the tertiary level in 2019
11 / Italy................ 359 at the tertiary level in 2019
12 / Chile.............. 267 at the tertiary level in 2019
13 / NZ................. 240 in all sectors in 2020 / 425 in 2019
14 / Ireland.......... 229 in all sectors in 2019
15 / Brazil............ 209 at the tertiary level in 2019
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45 | bmi market report: mexico • conclusionDESTINATION TRENDS
Leaving aside the impact of Covid-19 on enrolments
from 2020 onwards, we’ve observed several clear
positive trends in certain markets:
Prior to the pandemic, Canada and Australia had • Doctorate degrees in USA and France have
experienced steady growth from Mexico – exactly maintained steady growth since 2014.
as the USA saw a steady decline (with the latest • Only 5 out of 50 USA states have experienced
figures putting the US at around the same Mexican Mexican enrolment growth since 2014: Alabama,
enrolment level as seen in 2013). The year 2019/20 Georgia, Idaho, Nevada and Utah.
saw a slight increase (1.5%) in US graduate • Canada has had steady growth in Mexican
enrolments, with the doctorate sector being the enrolments in its higher education and language
only one to maintain steady growth since 2014. sectors over the last ten years.
The UK has been fairly flat since 2011, with current • Australia has seen steady growth, mainly lead
figures nearly identical to 2014. by its VET sector however its secondary school
Mexican enrolments lag behind those of New
While the US has always had a strong pull for Zealand and Ireland (much further behind than
Mexicans, the diversity of top destinations and we’d expect).
increasing interest in non-English speaking • Mexicans appear to have a growing interest in
countries illustrates Mexicans’ appetite for French culture, language, history and society.
adventure and global curiosity. • China continues to nip at the heels of competitor
destinations, with rising 2016/17 enrolments
Apart from language advantages, cultural and scholarship programmes to boost numbers
familiarity, or geographic proximity, other factors higher.
that influence Mexicans’ choice of destination • New Zealand’s numbers have been heading
include affordability, employment opportunities upwards, with their English language sector as
during and after studies, and emigration pathways. the only one to have shown consistent growth in
Mexican enrolments year on year.
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46 | bmi market report: mexico • conclusionrecruitment tips
Given the market potential in Mexico and the
increasing need for institutions to grow and diversify
their enrolments, we believe the findings from this
report clearly illustrate the strategic imperative in
increasing a brand’s marketing and recruitment
efforts in the country.
Mexico’s decentralised education system and cultural
diversity make this a fascinating recruitment market.
Meanwhile, the country’s growing middle class
and youth population give clear signs of increasing
potential for international education.
Statistics from 2010 revealed that 50% of households
in urban areas were considered to be middle class,
and nearly 29% of those households sent their
children to fee-paying private secondary schools. For
the upper class, that number more than doubles,
with 64% of wealthy families enrolling their children
in private schools.
As with many recruitment countries and especially
in one the size of Mexico, we encourage institutions
to go beyond capital cities and dig deeper into the
market, exploring the nuances in demand across the
country and tailoring messaging to suit employment
and growth opportunities within each state.
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47 | bmi market report: mexico • conclusionmarketing tips
For both institution-led outreach and marketing Make sure you’re sharing valuable information that
activities conducted by agencies and partners, prospective students are looking for across your
strengthen your position through consistent social channels, such as YouTube and Instagram,
branding, clear messaging, and Mexican-specific to showcase videos of daily life on campus, student
strategies. and alumni success stories, student support, the
link between education and employability, degree-
Take the time to craft marketing messages that specific accolades, and curricula.
address key concerns for Mexican students, such as
those related to safety, affordability, work experience, Embrace new platforms and experiment with
and education outcomes. different forms of marketing content. Mexico is the
top country for podcast listeners with 33% of the
Moreover, be proactive in utilising a wide variety population (nearly 41.6 million Mexicans) tuned
of marketing channels, paying extra attention to in weekly. Meanwhile, Mexico has the fifth largest
social media, which Mexicans use more than search TikTok user population in the world.
engines for initial brand discovery or research,
bucking global trends.
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48 | bmi market report: mexico • conclusionImproving your recruitment results
How BMI helps you recruit
international students
Established in 1987, BMI offers a variety of solutions
to provide international education professionals with
a multi-touch recruitment strategy covering both
online and offline activities across Africa, Asia, Brazil,
Europe, India, Latin America and the Middle East.
BMI runs nearly 200 in-person and virtual events
across five continents every year.
BMI’s online marketing solutions also enable
institutions to connect with over 1.5 million students
a year. The company is a proud partner of UNICEF
and works with national government bodies including
The British Council, Education in Ireland, EduCanada,
Education USA, the European Commission and the
Ministries of Education of almost every European
country as well as dozens more around the world.
Explore BMI’s website
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50 | bmi market report: mexico • improve your recruitment resultsSurvey feedback from Mexican students
BMI surveyed the attendees of their in-person events (Expo Estudiante and Expo Posgrados) which took
place across several Mexican cities from Feb 17 to 24, 2022. Respondents were an average age of 26.
Study Abroad Drivers
“I’m looking for developing my communication skills,
to prove myself that I can be successful outside my
• Better quality education outside of Mexico
comfort zone, to connect with new people and new
• Programme not offered in Mexico ideas, to learn about other’s cultures and use that
• Global curiosity knowledge to create greater good.”
TIP!
Talk with your marketing team to learn how you’re altering the info you give to prospects based on their
reasons for seeking an education abroad.
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51 | bmi market report: mexico • improve your recruitment resultsSurvey feedback from Mexican students
Country choices and perceptions TIPS!
• Nearly every student surveyed chose 2-3
countries, and most of those were on different Use video and strong visuals to showcase your
continents. Plenty of students mentioned 5 or 6 country’s culture.
countries.
Showcase part-time employment options and
• A country’s culture has strong pull factor, with
Career Services.
students using words such as “love, fascinated
by, modern, first world”.
• 100% of students said they plan to work part-
• Country choice is often driven by the time during their studies, a majority said they
programmes offered. prefer in their field of study but many also said
anywhere they could get work.
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52 | bmi market report: mexico • improve your recruitment resultsSurvey feedback from Mexican students
What do students do after an event?
1 / Check websites.
TIP!
2 / Work out a budget, look for scholarships.
3 / Social media (YouTube, Instagram): search
for student experiences, contact students For each student fair you attend,
or alumni. create dedicated landing pages
and mini email campaigns which
4 / Ask questions via email. address these topics in a series
to help them in their decision
5 / Investigate deadlines. making journey.
6 / Talk to my advisor.
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53 | bmi market report: mexico • improve your recruitment resultsHow Jackfruit Marketing helps improve
your international student recruitment
Jackfruit Marketing is a boutique consultancy,
project management and training company
dedicated to the international education industry.
Working with clients around the world and across
each level of international education, from K-12
up to postgraduate, Jackfruit Marketing enables
institutions and organisations to gain a competitive
advantage through brand differentiation, innovative
marketing techniques, and highly targeted creative
content.
Acting as a personal, trusted advisor, Jackfruit
Marketing can help improve your international
recruitment, retention, marketing and growth
strategies. Owner and Managing Director Jacqueline
Kassteen also regularly gives training sessions,
interactive masterclasses and plenaries around the
world for audiences as large as 1500 people.
EXPLORE JACKFRUIT MARKETING’S WEBSITE
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54 | bmi market report: mexico • improve your recruitment resultsBMI Market Report: MEXICO
2022
Rupert Merrick
Director
BMI
Web: bmiglobaled.com
Email: rupert@bmiglobaled.com
Phone: +44 (0) 208 952 1392
Jacqueline Kassteen
Report Author
Founder & Managing Director
Jackfruit Marketing
Web: jackfruitmarketing.com
Email: jackie@jackfruitmarketing.com
Phone: +44 (0) 7454747096You can also read
