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BUA participated in GETEX 2025 — UAE's premier higher education expo and student recruitment fair

UAE Emerges as a Growing Market for International Student Recruitment for BRICS+ universities

The United Arab Emirates (UAE) has solidified its position as a major hub for international education, attracting students from across the globe due to its high-quality institutions, multicultural environment, and strategic location. With a strong emphasis on global education, the UAE serves as both a destination and a launchpad for students seeking higher education abroad. The country’s growing expatriate population, coupled with increasing interest in affordable and high-quality education, makes it a critical market for BRICS+ universities.

Expatriate Demographics: A Diverse Student Recruitment Pool

The UAE is home to over 9 million expatriates, constituting nearly 90% of the population. Key expat communities include:

South Asia (India, Pakistan, Bangladesh): 50%
Arab nations (Egypt, Syria, Jordan): 20%
Eastern Europe & CIS (Russia, Kazakhstan, Armenia): 15%
Africa & others: 15%

This diversity creates a strong demand for international education, with many families preferring overseas universities due to cost advantages and broader program options.

GETEX 2025: A Premier Platform for Student Recruitment

The Gulf Education and Training Exhibition (GETEX), held in Dubai from April 30 to May 2, 2025, marked its 41st edition under the patronage of His Highness Sheikh Nahayan bin Mubarak Al Nahayan, UAE Minister of Tolerance and Coexistence. The event drew over 19,000 attendees, including students, parents, and education professionals.

BRICS+ Universities Association’s Experience at GETEX 2025

The BRICS+ Universities Association (BUA) participated in GETEX 2025. The exhibition highlighted the growing appeal of BRICS+ higher education among UAE-based students, particularly in medicine, engineering, and business.

Geography of Participating Universities

Universities from India were represented in a large volume, occupying all the central places of the exhibition, with both local campuses and head campuses from India participating. Universities from Pakistan and Malaysia were also represented in large groups. CIS countries were represented by universities from Russia, Kazakhstan, Armenia and Georgia. From Eastern Europe (except CIS countries) universities from Slovakia, Albania, Lithuania, Romania and Hungary participated. UAE universities and local campuses of foreign universities participated each with separate stands. USA, UK and Western Europe were represented mainly by local UAE campuses. So Asian & CIS Universities dominated.

Prospective Students: Trends and Interests

1) Student Interests

60% of visitors inquired about medical programs
30% explored engineering and IT fields
10% considered business and humanities

2) Affordability Drives Decisions

95% of applicants sought bachelor’s degrees, with cost being a major factor.
Many students compared UAE tuition fees with more affordable options in BRICS+ countries

3) Shift from Traditional Western Destinations

Previously, UAE-based students focused on US/UK/EU universities, but now actively explore Russia, China, India, Armenia, Georgia and other countries in Eastern Europe and Asia.
The growing Russian expat community in the UAE has boosted interest in Russian Universities.

4) Early Career Planning

Most visitors were 10th-grade students (enrolling in 2027), already researching options.
Medical and technical fields dominated inquiries, reflecting strong career-oriented decision-making.

Future Outlook: BRICS+ Universities Gaining Momentum

The trends observed at GETEX 2025 indicate:

Increased student interest to BRICS+, with more UAE students considering BRICS+ countries, Asian and CIS states for studies.
Medical and STEM programs will remain top choices.
Students are interested in more affordable fees, this fact creates a high potential opportunities for BRICS+ Universities.

Yulia Yakovleva, BUA Marketing Executive, believes that UAE student recruitment market is experiencing a rising interest in BRICS+ Higher Education, opening great expansion opportunities for the universities from BRICS+:

"Many universities have already followed this trend and actively participate in student recruitment events in UAE: I saw a lot of booths of medical institutions. In addition, Russia and CIS countries were represented as widely as never before," - Ms Yakovleva said.

BUA Market Forecast

Over the next two years, demand for BRICS+ education in the UAE will surge, particularly in medicine, engineering, and technology, driven by affordability and growing global recognition of BRICS+ degrees.

Conclusion

GETEX 2025 confirmed the UAE’s pivotal role in global student recruitment and the rising appeal of BRICS+ education. With cost-effective tuition, high-quality English-tought programs, and strong post-study opportunities, BRICS+ universities are set to become key players in the UAE’s international education landscape.

The BRICS+ Universities Association will continue to strengthen ties with the region, fostering academic exchange and monitoring foreign student recruitment trends.

BUA strongly recommend considering GETEX 2026 for participation if you are interested in recruiting of UAE-based expats.

Check with BUA Executive Board if your institution can benefit from special conditions of participation ► info@brics.world

2025-05-29 18:37 Offline Foreign Student Recruitment Partner Event