"causes parents to prioritize bringing their young children to see the university of their choice, and promote their aspirations to attend university,"
"For these families, visits to a university with their children is not just a tourist event. It is a cultural event, akin to visiting a museum but also aspirational."
Groups of tourists, led by student docents, now visit National University of Singapore's UTown and other Asian campuses. The trend emerged in early 2024 as Chinese tourist groups began touring campuses in Hong Kong and Singapore. China remained the largest source of international students, with over one million studying abroad in 2023. Geopolitical shifts have reduced Chinese inbound students to the U.S. by 20% between 2018 and 2023, while enrolment from mainland China rose in South Korea (17%), Hong Kong (82%) and Malaysia (273%). Singapore attracts many Chinese students, and families increasingly schedule campus visits as aspirational cultural events.
Read at Fortune
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