Wednesday 2 April 2025
Over two weekends in March, nearly 40 leading Australian private and government schools traveled to Mainland China and Hong Kong to participate in the AEAS Australian Schools Exhibitions.
Hosted in Beijing, Shanghai, Guangzhou, and Hong Kong, these events provided more than 700 families with the opportunity to engage directly with school representatives and explore the outstanding educational opportunities available for school-aged students in Australia.
Mainland China continues to be the largest recruitment market for Australian schools, accounting for approximately 35% of current international student enrolments. However, attendance at this year’s China exhibitions was slightly lower than in 2024. This decline is likely attributed to China’s slow economic climate, prompting families to carefully consider their financial readiness for overseas education at the school level. Additionally, messaging from the Australian government regarding the country’s capacity to accommodate international students has led to confusion and reputational concerns among families and education agents, potentially shifting their focus to alternative destinations closer to home.
Despite these challenges, the marketing campaign for the China events was highly successful. AEAS saw its WeChat audience expand from 70,000 followers before the events to more than 130,000 by their conclusion. Lanlan Cao, General Manager AEAS China, played a key role in this engagement by hosting a series of livestreams with schools ahead of the exhibitions, as well as live sessions in Beijing and Guangzhou.
Meanwhile, the Hong Kong exhibition once again drew strong interest from families and came close to matching last year’s record attendance. Australia remains an attractive study destination for Hong Kong students due to the high quality and affordability of its school education. The recent introduction of a 20% VAT on private schools in the United Kingdom has further strengthened Australia’s appeal, as some UK schools now charge over AUD $130,000 per year for tuition and boarding. While the overall pool of prospective students from Hong Kong may not expand significantly in the coming years, Australia is well-positioned to maintain its appeal as families reconsider their study options across traditional English-speaking destinations.
AEAS Exhibitions and Agent Workshops continue to serve as a vital link between Australian schools, prospective international students and their families, and education agents. As AEAS celebrates 40 years of supporting schools, students, and families in their educational journeys, we remain committed to facilitating valuable connections and opportunities for students seeking the best educational match in Australia.
For more information about AEAS Australian School Events, visit aeas.com.au/school-events
