This is an excellent report produced by the American Council on Education and sponsored by Navitas.  Here’s a brief description from the ACE website:

Conducted every five years, Mapping Internationalization on U.S. Campuses assesses the current state of internationalization at American colleges and universities, analyzes progress and trends over time, and identifies future priorities. It is the only comprehensive source of data and analysis on internationalization in U.S. higher education, and includes two- and four-year, public and private, degree-granting institutions.

I’ve taken the liberty of excerpting the information below about student mobility and international student recruitment (pp. 25-26).  Viet Nam is one of the top three countries – after China and India – cited as a geographic target in 58% of the recruiting plans cited by respondents. (Bold red is mine.)

International student recruiting

Planning and goal-setting frame international student recruiting efforts for many institutions. Funding for various recruiting mechanisms and activities is increasing, though undergraduate recruiting is a greater focus in terms of resource allocation than graduate student recruiting.

Nearly half (48 percent) of institutions have an international student recruiting plan in place—either for the institution as a whole, or for one or more schools/colleges. Of these plans, over 80 percent specify numerical enrollment targets for undergraduates, graduate students, or both.

Fifty-eight percent of the recruiting plans cited by respondents include geographic targets. By a clear margin, the top three target countries are China, India, and Vietnam. These are followed by four additional countries, each of which was identified by 30 to 40 percent of respondents as a target: South Korea, Brazil, Japan, and Saudi Arabia. While these priorities generally hold across sectors, Japan figures particularly prominently as a target country among associate institutions.

The percentage of institutions providing funding for travel by institutional recruitment officers to recruit both undergraduate and graduate students increased in 2016. Nearly twice the percentage of institutions fund such travel for recruiting at the undergraduate level (44 percent) as at the graduate level (23 percent).

Just over a third (36 percent) of institutions employ technology other than email and web pages in their recruiting efforts (e.g., by participating in virtual college fairs and delivering online information sessions for interested students). While the 2016 and 2011 data on this indicator are not fully comparable, they suggest an upward trend.

The percentage of institutions that provide scholarships or other financial aid for undergraduate international students increased by eleven percentage points to just under half (49 percent), while the proportion offering funding to graduate international students increased from 24 percent to 30 percent. Not surprisingly, the latter is much more common among doctoral and master’s universities than at institutions in the other three sectors.

A markedly higher percentage of institutions are engaging overseas student recruiters (agents) than in 2011. Though undergraduate recruiting is again the primary focus, as illustrated in Figure 12, for both the undergraduate and graduate levels, the percentage of institutions providing funding for recruiting agents more than doubled between 2011 and 2016. For both student populations, master’s institutions engage agents at higher rates than colleges and universities in other sectors.

Follow this link to download the report. 

MAA