From Hong Kong to the Greater Bay area: strategic implications for UK and Australian universities
Aston Education, a Hong Kong-based international education consultancy, has long supported students in securing places at universities in the UK and Australia. However, Hong Kong’s outbound market is changing.
According to the Hong Kong Education Bureau’s data for the 2023/24 academic year, the growth rate of local students studying abroad stands at just 2%, significantly lower than global market averages. Factors behind this include Hong Kong’s stable job market and rising tuition and living costs overseas—both encouraging families to reconsider traditional study-abroad pathways.
At the same time, migration incentives such as the UK’s BNO visa scheme have encouraged significant numbers of Hong Kong residents to settle abroad. This movement has contributed to local talent gaps. To help fill these, the Hong Kong government introduced the Top Talent Pass Scheme (TTPS) in late 2022. By September 2024, over 100,000 applications had been received, with more than 95% of successful applicants coming from mainland China. The result is a rapidly changing demographic profile and increasing integration between Hong Kong and the mainland.
These shifts are mirrored in student priorities. Families—particularly those newly settled in Hong Kong from mainland China—are placing greater emphasis on employment outcomes when considering overseas study. Choice of destination, university, and programme is increasingly shaped by how international qualifications align with career trajectories back in Hong Kong or across the region.
Against this backdrop, Aston Education has evolved its strategy. The demand from mainland China, especially the GBA, is growing rapidly. In 2022, around 661,200 Chinese students pursued study abroad, a sharp increase from earlier years. And the GBA continues to emerge as an integrated educational and economic region. Several Hong Kong universities have established campuses in Shenzhen, Guangzhou, and Dongguan, further strengthening cross-border academic links.
For education providers, the GBA presents a unique environment. Language, policy, and cultural familiarity create a landscape where nuanced, locally embedded strategies are vital. With deep roots in Hong Kong and a working understanding of both Cantonese and Mandarin, Aston Education is well positioned to navigate this space. Our approach differs from traditional mainland recruitment: we focus on a culturally blended student population, many of whom see Hong Kong as a stepping stone for international education and regional employment.
This shift is not just geographical—it’s philosophical. Understanding why students choose to study abroad, and what they hope to gain, is key to engaging the next generation. By working closely with institutions in the UK and Australia, we aim to provide tailored recruitment support in markets that are evolving beyond traditional patterns.
As the GBA continues to gain momentum, opportunities abound for international universities ready to think regionally and act locally. Aston Education looks forward to contributing to this conversation—and to building more agile, informed partnerships that reflect the changing realities of the Asian education landscape.
About the author:
Boyi Huang is the managing director of Aston Education with over 15 years of experience in international education planning. She holds a postgraduate diploma in international education from the University of Bath She has guided students to top universities across the UK (Oxbridge and G5), the US (Ivy League & Top 20), and Australia (Go8). With strong experience in cross-border admissions and institutional partnerships, Boyi specialises in helping students from Greater China and Southeast Asia access world-class higher education through personalised strategies.
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