Martijn VAN DE VEEN

Abstract: Universities across the Asia-Pacific region face growing pressure to diversify international student recruitment, reduce dependence on individual source markets, and demonstrate clear ROI. While education agents are widely recognised as valuable, many institutions lack a clearly defined strategy for selecting, managing, and measuring their performance. When implemented with clear oversight, strategic agency partnerships can significantly accelerate sustainable international growth. In this panel discussion, educators and agents come together to move beyond theory and share practical experiences in building and governing high-performing networks. Aligning with the APAIE 2027 theme, this session explores how to balance the vital human relationships at the core of international recruitment with the strategic use of technology and AI to improve efficiency and oversight. The panel addresses three core challenges facing university leaders: diversifying recruitment, identifying trusted partners, and evaluating whether a strategy is working. Attendees will gain actionable insights into creating a robust agency strategy, vetting partners for high ethical standards, motivating performance, and measuring success using KPIs and practical benchmarking tools. By examining real-world examples, institutions will learn how to demonstrate concrete ROI and secure senior management buy-in. Learning objectives: • Formulate a strategic approach to agency partnerships that accelerates sustainable international growth and diversifies student recruitment. • Implement practical vetting processes to identify, select, and trust high-quality education agents while ensuring the highest ethical standards. • Manage and motivate agent networks effectively to drive ongoing performance and achieve institutional goals. • Leverage AI and technology to improve efficiency, decision-making, and oversight, while preserving the trusted human relationships central to recruitment. • Measure success and demonstrate ROI using KPIs, performance data, and benchmarking tools to drive continuous improvement and secure senior management buy-in. Target audience: This session is relevant to anyone that is directly or indirectly involved in international student marketing, recruitment admissions, support.