Inside UAE’s push for global appeal this Fall 2025

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Global student mobility is rapidly evolving and the UAE isn’t just responding, it’s leading. By blending creativity, technology, and industry relevance, the region’s higher-ed institutions are becoming increasingly attractive to students from all over the world.

To better understand this, we hosted a special edition of #EducationCircuitByMeritto, featuring Jan Horn, Managing Director at SAE University College UAE, and explored how the UAE is positioning itself ahead of the Fall 2025 intake. The conversation spanned everything from setting ambitious growth goals to building strong value propositions for both students and partners worldwide.

Here are the key ideas and takeaways from this landmark episode:

How student choices are shifting this Fall

Students planning to study abroad in Fall 2025 are approaching their choices with a fresh perspective. With visa restrictions tightening in major destinations like the UK, North America, Europe, and Canada, students are rethinking their study abroad choices. They’re making value-driven decisions, looking for destinations that offer better career pathways, real-world learning opportunities, and long-term stability. That’s where the UAE is stepping up, offering accessible visas, abundant internship opportunities, a reputation as one of the safest cities in the world, and a thriving economy eager for skilled graduates.

“The UAE has become the first choice for many students,” shared Jan Horn, Managing Director at SAE University College UAE, in our latest episode of #EducationCircuitByMeritto. “They want to be part of a growing economy, gain meaningful work experience while studying, and secure good employment once they graduate.”

How can creative-led programs create strong global demand

Creative-led programs are emerging as a distinctive strength in the UAE’s higher-ed landscape. Designed at the intersection of innovation, design, and storytelling, these courses go beyond traditional classroom learning. By integrating advanced technology with creative disciplines, they prepare graduates to step into industries where adaptability and originality are key drivers of success. With global entertainment, design, and media sectors expanding, the UAE is positioning itself as a launchpad for the next generation of creative professionals.

“We’ve seen a shift in how students choose their academic career pathways,” shared Jan Horn, Managing Director at SAE University College UAE, in our latest episode of #EducationCircuitByMeritto. “They’re looking for programs that match their passion with a clear career outcome. Here, they can experiment, take risks, and collaborate with peers from across the world, all while building a portfolio that speaks directly to industry needs.”

How Agentic AI is reshaping student recruitment

Emerging technologies like Agentic AI are transforming student recruitment by replacing generic outreach with deeply personalized journeys. Acting as a 24/7 recruitment agent, AI can respond instantly to student queries, ensuring every interaction feels timely and relevant. It enables institutions to segment students with precision, deliver tailored responses that build trust, and convert more prospects into qualified leads.

Beyond recruitment, AI is shaping learning itself, from adaptive learning systems that adjust to each student’s pace to AI-integrated curricula that prepare graduates for an evolving world. Together, these capabilities create a connected, responsive, and future-ready student experience.

How can institutions avoid mistakes when adopting new technology

A common pitfall in technology adoption is implementing tools without strategic alignment to the institution’s mission and educational value. When tech becomes a distraction rather than an enabler, it risks creating disjointed systems and diluted student experiences. The real opportunity lies in adopting solutions that not only streamline recruitment and enrollment but also improve the student experience to be better than ever before, reinforcing the institution’s brand, impact, and long-term relevance.

Measuring brand resonance globally

Global brand strength in higher-ed is defined by the depth of connection an institution builds with its students. At SAE University College UAE, this connection is powered by its global reach, with students joining from diverse regions and a significant share around 60 to 70 percent, drawn to its creative-led programs. The institution places emphasis on tracking meaningful indicators such as engagement levels in target markets, the quality of interactions during the admissions journey, and the real-world success of its graduates.

“We focus on understanding how our brand performs in the places we want to be present,” shared Jan Horn, Managing Director at SAE University College UAE, in our latest episode of #EducationCircuitByMeritto. “From measuring yield in our target markets to assessing the experience students have with our admissions teams, and tracking graduate employment rates, these insights tell us far more about our global relevance than enrollment data alone.”

What students value now

To stay competitive this Fall and beyond, UAE higher-ed institutions need to move beyond traditional recruitment and deliver high academic quality, thereby providing students with clear career pathways, and create better student experiences. By embracing agility, offering creative-led and tech-enabled programs, and aligning strategies with student success and career readiness, institutions can achieve sustainable growth and strengthen their global standing in an evolving education landscape.

Bold moves forward

To stay competitive this Fall and beyond, UAE higher-ed institutions should adopt AI to sharpen strategic positioning and enhance operational efficiency. Building strong industry partnerships and expanding collaborations beyond local borders will open new opportunities for innovation and knowledge exchange. By maintaining high academic quality, offering clear career pathways, and driving graduate employment, institutions can strengthen their global reputation while delivering meaningful student experiences.

Final thoughts & next steps

With global student mobility evolving faster than ever, UAE institutions are positioning themselves as global frontrunners. This conversation with Jan Horn of SAE University College UAE highlighted how adopting AI for strategic positioning, forging strong international industry partnerships, and delivering high academic quality are critical to future-proofing competitiveness. It reinforced that the key to attracting worldwide student interest lies in offering clear career pathways, ensuring graduate employability, and creating exceptional student experiences that resonate across borders.

Missed the podcast episode? The full recording is now available here and to know more, schedule a personalized demo today.