This article was originally published in the Brand Finance Global City Index 2024.
Senior Analyst,
Brand Finance
Place Brand Analyst,
Brand Finance
As cities around the world strive to attract international students and top talent, there are lessons that can be learnt from the success of Boston, Zurich, Melbourne, Stockholm, and Toronto who are currently ranked as the best cities for those considering where to study. These cities stand out for a multitude of reasons, such as academic prestige, cultural richness, and professional opportunities, making them prime destinations for students. This may also entice them to stay after completing their studies.
Therefore, understanding what makes these cities captivating can offer critical insights for others looking to enhance their own talent attraction strategies.
A regression analysis was conducted among the 45 city brand attributes to pinpoint the key drivers influencing students' consideration of study destination. This drivers analysis provides each factor with a relative score out of 100, revealing that ‘great universities’ ranks as the highest scoring attribute.
What sets these cities apart? Insights from our drivers analysis
When students are deciding where to study, certain factors carry more weight in shaping their choice. The quality of education is naturally the highest consideration, so cities with ‘great universities / colleges’ naturally stand out.
This specific metric plays a crucial role because students want access to top-tier programs, world-class professors, and well-regarded institutions that can open doors to future opportunities.
However, students think beyond academics, they are also incredibly aware about comes next. Therefore, ease of finding a job during or after their studies is crucial, which explains why the ‘easy to find employment’ factor holds significant importance. Being in a city with a strong job market gives students the chance to gain real-world experience, support themselves financially, and build professional networks that can help launch their careers.
A ‘strong and stable economy’ is also highly attractive because it signals a city where long-term career prospects are reliable. Students want to study in a place where industries are thriving, and the job market remains steady, providing them with the security they need to plan for their future.
Cities that are ‘leaders in science and technology’ appeal to students drawn to innovation and cutting-edge research. With the rise of STEM field interest among the student population, having access to such industries can shape their careers in meaningful ways. Lastly, cities that are ‘great for start-ups and innovations’ resonate with students who have entrepreneurial ambitions.
A strong startup culture provides an environment where students can easily find resources and support for launching their own ventures. These combined factors make certain cities stand out as ideal places not only to study but to grow professionally and personally.
A deep dive on the top performing cities
Great Universities/Colleges
Cities with top-tier universities, such as the ones found around Boston and Toronto, consistently attract students due to their academic excellence and extensive research opportunities. Harvard and MIT, both right outside of Boston, are renowned globally, providing students with access to groundbreaking research and a network of influential alumni.
Similarly, Toronto's University of Toronto ranks highly for its diverse programs and research initiatives, fostering a rich learning environment that prepares students for global challenges.
Zurich also excels in higher education with ETH Zurich, known for engineering and technology, drawing students interested in innovation. This strong educational foundation in these cities enhances students' prospects and enriches their overall experience.
Easy to find employment
Melbourne and Toronto stand out for their job markets, offering graduates abundant employment opportunities. Melbourne’s diverse economy, particularly in healthcare and technology, is supported by major employers like CSL Limited, ensuring students can transition smoothly into the workforce.
Toronto benefits from a robust economic landscape, with companies such as Celestica and Royal Bank of Canada driving job creation across various sectors.
These thriving job markets reflect the cities' strong support systems for students seeking to enter the workforce, making them appealing destinations for higher education.
Strong and stable economy
Zurich boasts an impressive economic environment, achieving a perfect score for stability. With a strong financial sector anchored by institutions like UBS and Zurich Insurance Group, it offers graduates a secure foundation for their careers.
Other cities like Toronto and Boston also present strong economies, driven by diverse industries that promote job growth. Toronto’s growth in tech and finance, alongside Boston’s innovation-driven economy, supports graduates’ aspirations for stable, long-term employment. This economic resilience in these cities is crucial for students considering their future career paths.
Leader in science and technology
Boston and its metropolitan area lead in science and technology, fuelled by its prestigious research institutions and companies like Thermo Fisher Scientific, driving advancements in biotech and healthcare. Zurich, with ETH Zurich, is also a hub for innovation, producing graduates who frequently join influential firms such as ABB. These cities’ commitment to research and development not only enhances their educational offerings but also equips students with the skills needed to excel in high-demand fields, making them attractive choices for aspiring scientists and technologists.
Great for start-ups and innovations
Toronto and Melbourne are increasingly recognized for their vibrant start-up ecosystems. Toronto is home to the MaRS Discovery District, which supports emerging ventures across technology and healthcare. Melbourne’s entrepreneurial spirit is evident through initiatives like LaunchVic, which nurtures start-ups and encourages collaboration among young entrepreneurs. These supportive environments empower students to transform their ideas into successful businesses, highlighting why these cities rank highly in fostering innovation and entrepreneurship.
Beyond the basics
Looking beyond the top 5 drivers of consideration to study, we identified several other city brand attributes that the best study destinations have scored particularly high on.
Good governance
Cities like Zurich and Toronto stand out when it comes to governance. They are known for their strong legal systems and low levels of corruption. This is especially important for international students as it creates a sense of security and stability for them and ease their loved ones in their country of origin. Feeling safe and supported by the government can also be beneficial to retain students once they complete their degrees as it enables them to envision a promising future.
Green spaces and recreation
Having access to parks and recreational areas greatly improves a city’s appeal to students. Zurich, for instance, has many beautiful parks where residents can unwind, while Melbourne is committed to green initiatives, offering numerous public parks and outdoor spaces. These areas provide students a chance to step away from their studies and enjoy nature and/ or engage outdoor activities, which can promote mental health.
Reliable and accessible internet connectivity
In our tech-driven world, reliable internet is essential for students. Cities like Zurich and Toronto score high in this regard, providing solid internet connectivity that supports everything from research to social networking. For students, having fast and dependable internet means they can easily access online resources, collaborate on projects, and stay connected with friends and family back home.
Open and welcoming and strong identity/ character/civic pride
An open and inviting atmosphere is essential for attracting international students. Cities like Melbourne and Toronto are known for their diverse, multicultural communities, which make it easier for newcomers to settle in and feel welcomed. This sense of belonging enhances the overall student experience.
Moreover, Boston and Stockholm, provide students with a feeling of community and belonging through their rich history, traditions, and civic pride, which can also add to the day-to-day life whilst studying there.
Key takeaways from leading cities
For cities aiming to boost their global talent attraction, the examples set by Boston, Zurich, Melbourne, Stockholm, and Toronto provide some key takeaways.
Firstly and quite obviously, investing in high-quality educational institutions is key. Academic excellence continues to be the main driver for attracting students, and cities with a reputation for world-class education will always be ahead in this competition.
Secondly, providing strong career and innovation opportunities are essential for students who are increasingly looking at long-term prospects beyond their studies. Enticing collaboration between universities and industries, cities can create an ecosystem that promotes talent retention, ensuring that students choose to remain after graduation.
Lastly, cities must not neglect the importance of liveability and cultural offerings. Students are not just looking for a high-quality education - they look for an overall experience. Cities with good governance, greens spaces, internet connectivity and that are open and welcoming are much more likely to retain the talent they attract.
