Ottawa, October 2024 – Canada’s international student surge, which has been hailed as both an economic success and a social challenge, is now revealed to be the result of a deliberate $148 million government plan. Policymakers are currently expressing concerns about the influx of students, but new information reveals that the growth was the intended outcome of a five-year strategy. The campaign, known as the International Education Policy (2019-2024), was designed to elevate Canada’s global influence through the promotion of education.
EduCanada: The State-Owned Recruiting Engine
Launched in 2016, EduCanada was the state-sponsored brand behind this push, jointly operated by Global Affairs Canada and the Council of Ministers of Education, Canada (CMEC). The brand’s mission was to promote international education and recruit students from key regions around the world. The strategy reached full momentum during the International Education Strategy (2019-2024), which was heavily funded and coordinated across federal, provincial, and territorial governments.
The strategy targeted growth from traditional sources like China and India, but also focused on expanding recruitment in countries such as Brazil, Indonesia, Mexico, and Vietnam. This effort was supported by a digital marketing campaign that proved highly effective, using targeted ads to draw in thousands of leads from potential students.
A $24 Million Digital Campaign Success
A significant part of the strategy was a $24.1 million digital campaign managed by Cossette Media, which used targeted ads to reach students globally. In the 2022-2023 school year, the campaign generated 6,900 student leads on a $2 million budget, with the cost per lead dropping to just $290. The following year, despite a reduced budget of $700,000, the campaign produced 6,800 leads at a mere $103 per potential student.
EduCanada’s success helped catapult Canada into one of the top destinations for international students, boosting not only the student population but also Canada’s global influence. The influx of students was seen as a way to strengthen Canada’s ties with key regions, create future ambassadors for Canadian values, and contribute to the nation’s economic growth.
Policy Shift Amidst Public Outcry
As Canada’s international student population skyrocketed, public concerns began to emerge. Critics argued that the surge had strained housing, healthcare, and education systems, leading to the introduction of new limits on student visas. Yet, these restrictions coincidentally align with the conclusion of the International Education Policy in August 2024, raising questions about whether the changes were a direct response to public outcry or part of the original plan.
According to officials, the new limits are designed to manage the growth, but many observers believe that the adjustments are merely preserving the rapid scale-up that was always intended. The strategy was designed to end at this point, leading some to speculate that the government’s public response is an attempt to deflect blame for the boom.
The Reality Behind Canada’s Student Processing Surge
Behind the scenes, the federal government was well-prepared for the influx. The International Education Policy allocated significant funds not only for recruitment but also for streamlining the immigration process. This included $18 million to expedite student visa approvals and an additional $1 million to expand the Student Direct Stream program, which fast-tracks visas for students from countries like China and the Philippines.
As a result, Canada’s top three international student sources—India, China, and the Philippines—have grown exponentially. India now accounts for a staggering 427,000 study permits, up from just 4,520 in 2002. This surge is partly attributed to the deliberate policy of targeting students from these regions to help bolster Canada’s global influence.
A Well-Planned Outcome, Not a Surprise
Despite the current rhetoric from policymakers, this outcome was not a surprise. The federal government, in collaboration with provinces and territories, played an active role in orchestrating the rapid increase in international students. The program was carefully designed to expand Canada’s global footprint and economic impact, while also shaping international perspectives through Canadian education.
As Canada grapples with the social and economic implications of the international student boom, the question remains: Was the government’s response to the public outcry genuine, or was it simply the conclusion of a well-executed plan that had been years in the making?
Conclusion
Canada’s international student boom was not a sudden or unexpected phenomenon, but the result of a long-term strategy.