In order to make up lost ground, US Universities are using cash, partnerships and recruiters to entice more students into the country.

Higher Education: once one of America’s most reliable export markets is suffering due to the post September 11th visa restrictions and high tuition costs. Therefore the growth in international students has slowed allowing other countries to step in and reap the benefits.

American institutions are now fighting back having finally shaken off their prior contentment that the prestige of US academies was enough to keep the international students coming in. Universities are now targeting international students, offering scholarships as incentives, forming partnerships with institutions in growth areas such as China, and for the first time offering commission to private recruiters.

The desire to increase the international recruitment is said to be driven by the wish for universities to be more diverse, which has become a unique selling point to American students.

A survey by the Institute of International Education states that 57% of the universities that responded stated that they are taking steps to improve their international recruitment. An example of this is the University of Rochester, which has increased their international student population by 53% this year and overseas students make up 10% of its overall enrolment.

Some universities have even begun offering scholarships to international students to offset the high- cost of tuition fees- something that has never been done before.

Controversially, some universities have begun paying private recruiters commission in an attempt to compete with international rivals. An action frowned upon by the National Association of College Admissions Counseling as US universities are prohibited, by law, to do this domestically.

Another strategy has seen some universities partnering with other institutions overseas, agreements that will see students spending two years in the US.

The assertive approach is already showing improvements, with the number of the international students on the rise again: up 10 percent in 2008 and 16 percent in 2009.

This drive to attract more international students has encouraged universities in various states to join forces to promote themselves i.e. Discover Indiana and One Big Campus in Philadelphia. This is something very new to Higher Education as in the past, many institutions saw every other institution as a competitor for international students.