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In response to the growing importance of the international education sector for Canada, the Minister of International Trade launched the International Education Strategy (IES) in January 2014. The IES is the Government of Canada’s main vehicle for promoting Canada as a study destination internationally, and aimed to double Canada’s international student base to more than 450,000 by 2022, and promote Canada as a world-class destination for education and research.

This mid-term evaluation of the IES covers the period between 2014/15 and 2017/18. The evaluation focused on performance and achievement of results, alignment and coherence with other Departmental and Government of Canada priorities, and the Program’s relevance in terms of geographic focus, marketing strategies and comparison with similar program’s by like-minded countries.

Key findings

While the IES has contributed to Canada meeting its target of attracting 450,000 international students five years ahead of schedule, favourable external factors have also contributed to this positive outcome. The IES also contributes to the achievement of results towards other Departmental objectives and other Government of Canada priorities.

A wide variety of tools  are used to promote Canada as a study destination, based on local market conditions. Marketing efforts to promote Canadian education have effectively contributed to raising awareness about Canada’s education sector. Gaps exist in Canada’s digital marketing activities.

The International Education Division has built a strong working relationship with Provincial and Territorial Stakeholders and consults with them on a regular basis. Coordination on international education efforts between GAC and other federal government departments has improved in recent years. However, clarification on the roles and responsibilities of the various GoC stakeholders would improve the overall effectiveness of the IES.