Irish unis rethink recruitment as Indian students become more outcome-focused

India’s rise to become Ireland’s largest international student market is prompting universities to rethink how they engage with prospective students, as institutions increasingly shift their focus beyond recruitment towards employability, student experience and long-term collaboration.

While Ireland has benefited from policy tightening in several competing destinations, universities and education stakeholders say the country’s momentum is being driven by a fundamental shift in how Indian students and their families evaluate overseas education, with career outcomes and return on investment increasingly shaping decisions.

“I think Indian students began to look beyond the traditional model of ‘Here’s a high-ranked university, I want to go there,’” Donnacha McNamara, vice-president for international at Technological University of the Shannon (TUS), told The PIE News.

“It’s become about outcome-based decision making now. Indian students are very good at understanding the level of investment in time, effort and money and looking at the whole package.”

The shift comes after Ireland enrolled a record 44,535 international students in 2024/25, with Indian enrolments climbing almost 30% year-on-year to more than 9,100, making India the country’s largest international student cohort. Earlier this year, The PIE reported that India had overtaken the US as Ireland’s biggest source market, continuing several years of sustained growth.

However, McNamara cautioned against viewing Ireland’s growth simply as a consequence of policy tightening elsewhere.

“I don’t think the UK has driven students directly to Ireland,” he said. “What it has done is allow Indian students to begin looking at alternatives.”

Rather than switching automatically to Ireland, he argued, students have become more willing to explore destinations after periods of uncertainty around international education policy in countries including the UK, Canada, Australia and the US.

That assessment is shared by Aritra Ghosal, founder and director of OneStep Global, who said Indian families now approach overseas education much like any other long-term investment.

“Aspirations remain important, but they are increasingly balanced by practical considerations such as employability, financial planning, post-study work opportunities, safety and overall predictability,” he said.

“The numbers are the outcome of a much deeper change in consumer behaviour rather than the reason behind it.”

Indian families appreciate honesty. They understand that every destination has its challenges, but they expect those challenges to be communicated clearly and managed effectively

Aritra Ghosal, OneStep Global

Irish universities say they are witnessing the same shift in student priorities, with Shagun Arora, regional advisor for South Asia at Dublin City University, highlighting growing demand for long-term academic quality and career prospects, while Robert Ward, director of marketing and international development at National College of Ireland, said students are increasingly prioritising industry exposure, affordability and the overall student experience over institutional prestige.

The renewed focus also comes as Ireland’s international education sector faces growing scrutiny over the student experience. Last October, The PIE reported how universities sought to reassure Indian students following safety concerns raised by the Indian Embassy, while Irish media outlet The Journal recently reported allegations from former students that some recruitment campaigns had created unrealistic expectations around accommodation and graduate employment.

Against that backdrop, stakeholders interviewed by The PIE repeatedly returned to the same message: attracting students is only the beginning.

“Students evaluate the complete ecosystem before making a decision,” said Ghosal. “Accommodation, visa processing, transparency around living costs and access to student support have become integral parts of that assessment.”

He argued that being upfront about challenges is increasingly important.

“Indian families appreciate honesty. They understand that every destination has its challenges, but they expect those challenges to be communicated clearly and managed effectively.”

Accommodation remains one of the issues most frequently raised by prospective students. While acknowledging ongoing housing pressures, particularly in Dublin, McNamara said experiences varied considerably across the country.

“For the most part, being outside Dublin makes it a bit easier for us from an accommodation aspect,” he said.

“We have problems with quality sometimes, but every student gets placed. Most students are happy with their accommodation.”

He also believes visa processing has become more efficient as institutions have improved the quality of applications submitted to Irish authorities.

But while accommodation and visa concerns remain important considerations, stakeholders say they are rarely the deciding factor. Even where those issues are addressed, conversations with Indian students almost always come back to career outcomes.

“The number one question I always get from students is around employability and how this is going to impact my career,” McNamara said, arguing that institutions must demonstrate clear pathways into industry rather than relying solely on academic reputation.

Ward agreed, saying career readiness extends well beyond academic study.

“In just the same way that the institution must offer a full package that includes academic rigour but also careers services and the full range of supports, so the individual student needs to consider the full package they offer to employers, and work to develop their CV with volunteering, work experience and building their network right from the start of their international study journey.”

Arora believes that shift will define which institutions continue to attract Indian students in the years ahead.

“The institutions that will succeed in the future will be those that focus not only on recruitment but also on student wellbeing, inclusion, and outcomes.”

Looking ahead, Arora said the greatest opportunities lie in deeper research partnerships, industry collaboration and skills aligned with future workforce needs, arguing that the Ireland-India education relationship should increasingly extend beyond student mobility through knowledge exchange.

“There are strong ties between India and Ireland and I see these as only deepening and developing with new forms of academic and industry partnerships constantly emerging,” Ward said.