Europe Rising: U.S. Student Interest In EU Business Programs Surges Amid Domestic Shifts

As U.S. business schools contend with declining domestic enrollment, flatlining growth in specialized master’s programs, and increasing competition from online options, a quiet shift is underway. Europe is capturing the attention of American students in growing numbers, and new data suggests the movement is far more structured than speculative.

According to Studyportals data tracking U.S. interest in on-campus business and management programs over the past 12 months (July 2024 to June 2025), nearly half of all interest — 49% — is now directed toward programs in the EU27. That far outpaces the U.S. itself, which attracted just 21% of student demand, and the United Kingdom at 11.6%.

While the overall rate of growth remains modest, the trend is unmistakable. Between January and June 2025, U.S. interest in EU business programs grew by 2.4%. The UK saw a stronger gain at 6.3%, while demand for U.S.-based programs dropped by 10%.

SOUTHERN EUROPE STEPS INTO THE SPOTLIGHT

Southern Europe, in particular, is experiencing a sharp rise in popularity. Portugal saw a 23 percent jump in U.S. interest over the first half of 2025, followed by Ireland (16.3 percent) and Spain (13.1 percent). Germany, France, and Italy also posted healthy gains. For many students, these countries are emerging as both alternatives and complements to more traditional English-speaking destinations.

This regional expansion is not solely about cost or weather. Many of these programs offer English-language instruction, more diverse international classrooms, and post-graduate visa policies that appeal to students seeking both global mobility and a foothold in the European job market.

A SHIFT IN WHAT & HOW STUDENTS WANT TO STUDY

The data points to strong interest in sub-disciplines like international business, innovation management, entrepreneurship, and digital media. Titles that blend business fundamentals with data-driven skills are seeing the most traction, including degrees such as Data Science and Business Analytics, International Business Management, and Economics and Finance.

At the graduate level, U.S. students are increasingly gravitating toward MSc and MA degrees rather than MBAs. One-year MBAs still hold appeal, particularly for their speed and return on investment, but the traditional two-year MBA is losing some ground. Specialized master’s degrees in areas like business analytics, sustainability, and finance are especially popular among career changers in their late 20s and early 30s.

Among undergraduate options, BA and BSc degrees in business are outperforming BBA programs in terms of U.S. interest. On-campus study remains the overwhelming preference, with little demand for online or blended formats from U.S. students looking abroad.

INSTITUTIONS CATCHING U.S. ATTENTIONS

A handful of European universities are emerging as standout destinations for business education based on pageview activity from U.S. users. These include:

• EU Business School
• Tilburg University
• SRH University
• IU International University of Applied Sciences
• University of Bologna
• Università Cattolica del Sacro Cuore

These institutions are seen as delivering academic quality with practical value. Many offer streamlined admissions, affordable tuition, and programs directly aligned with emerging job market needs.

THE GEOPOLITICAL UNDERCURRENT

The growing interest in European business programs is also tied to rising geopolitical uncertainty in the United States. Political polarization, debates over immigration and academic freedom, and reduced support for DEI and sustainability initiatives have all contributed to a more complex and, in some cases, restrictive educational environment.

For a growing number of students, studying abroad is as much about values and long-term lifestyle choices as it is about academic opportunity. European universities, by contrast, are viewed as more stable, inclusive, and globally aligned on issues such as climate action, equity, and social responsibility. This broader context is playing a larger role in how and where students choose to pursue their education.

BUSINESS WITH A BROADER PURPOSE

Sustainability is becoming a core expectation. Nearly 70% of prospective MBA students say sustainability is important to their educational goals. Many European institutions are embedding ESG themes directly into core curricula, rather than offering them only as electives. The demand for professionals with sustainability expertise is growing across industries, and students want programs that prepare them for real-world impact.

European schools are also responding to digital transformation by integrating AI, data analytics, and tech strategy throughout their programs. These topics are no longer viewed as optional but essential.

A NEW DEFINITION OF PRESTIGE

Today’s students are placing less emphasis on brand-name recognition and more on flexibility, international exposure, and career mobility. They want diverse classrooms, specialized content, modular formats, and post-graduate work opportunities that align with a global economy.

As the U.S. market recalibrates, European business schools are gaining ground. This shift is not simply a matter of affordability or access. Increasingly, students are looking for purpose, relevance, and long-term value.

AN OPENING FOR EUROPE

While top U.S. MBA programs are seeing renewed interest, the broader market remains in flux. Specialized master’s degrees may face cuts, tuition growth is expected to slow, and the online MBA space is becoming crowded. Though the number of online options is rising, enrollment per program is starting to decline.

This moment presents a clear opportunity for Europe. Schools offering English-taught programs, strong international networks, and practical, career-focused education are especially well-positioned to attract U.S. students seeking something more than a domestic degree.

Poets&Quants has seen rising interest in our coverage of European business education, including recent features on France and the U.K. with more countries and regions to come. As U.S. students look outward, the EU may no longer be the “alternative,” but the aspiration.

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Mathias Falkenstein is Studyportals’ director of higher education development. Benjamin Stevenin is former director of business school solutions and partnerships at Times Higher Education. Karl Baldacchino is a researcher for Studyportals and a recent graduate from the American University of Paris.

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