Preparing for launch
Fusion Students, a PBSA developer and operator, manages student living spaces across the U.K., with a focus on creating safe, supportive, and inspiring places for young people to live while studying.
As part of our long-term partnership, TONG organised a trip to Beijing and Tianjin, featuring a four-day programme of meetings, events, and cultural activities to deepen their market understanding and connect directly with local stakeholders.
Why visit now? With the launch of Fusion’s first four locations – across Liverpool, London, Nottingham and York, all set to welcome a host of Chinese residents – developing a deeper understanding of the outbound student market, meeting existing and new partners, and simply experiencing China first hand were all key goals to support strategic objectives and shape future strategy development.
Why is China so crucial? China consistently sends around 150,000 students each year to the U.K. – predominantly to study one-year postgraduate degrees, but with an encouraging growth in those choosing to study a full three-year undergraduate degree in the U.K.. According to the latest figures from UCAS, applications for undergraduate study from China grew by 10% in 2025 to a record high of 33,870 applicants.
These consistent numbers do not reflect a market in stasis, however. To properly understand where the market is today, and where it may go tomorrow, it’s vital to be aware of the ever-changing geopolitical headwinds, evolving parental and student priorities, and the rapid development of in-market sales ecosystems, to name a few factors.
With that in mind, we leaned heavily on TONG’s team in China, as well as working closely with in-market partners such as the China-Britain Business Council, sales agents, and student groups to build a well-rounded programme for the visit.
On the ground in China
Emerging into the sweltering heat of the Beijing summer, we were served immediate and constant reminders of the integration of technology into everyday life. From ordering taxis, to paying in convenience stores and restaurants, Chinese citizens are digitally native and hold the same expectations of convenience from service providers abroad, as they are used to at home.
The core meetings of the week were with existing and potential sales partners – businesses directly involved in placing students in accommodation, as well as those in the wider ecosystem focused on higher education overseas. Each of these meetings yielded a learning or outcome, building a more rounded understanding of the challenges and opportunities facing the industry. We even had the pleasure to meet an incoming Fusion resident at one meeting.
On the final day of the trip, we had arranged for Fusion Students to be the headline sponsor of a pre-departure meet up for students about to enrol at the University of York. This opportunity to meet real customers and hear both their excitement for the new chapter of their lives and their concerns or uncertainties around choosing and booking accommodation was invaluable.
Aside from an intense schedule of meetings – fighting Beijing’s traffic, navigating public transport to get to the neighbouring mega-city of Tianjin for more meetings, and all with little sleep – we made sure we found time for cultural immersion as part of the trip.
Sampling some of China’s various cuisines, visiting some of China’s most famous cultural landmarks, and finding moments to relax with some Chinese tea or beer, we made sure we saw more than the insides of office buildings and hotel rooms.
What we learned
Demand for U.K. higher education, and by extension student living services, remains high. Conversations revealed changing market preferences (concern around current US policies, and international students caps in Canada and Australia were both cited as contributing to the popularity of the U.K.) as well as the time efficiency of one year postgraduate courses, and the quality of our best universities.
However, new competition is emerging from Asian markets, with Hong Kong, Malaysia, and Singapore emerging as desirable destinations for China’s youth. All boast excellent universities, and qualifications come at a fraction of the price – not to mention other advantages around living costs, and both geographical and cultural proximity to China.
For PBSA developers and operators, in an era of growing competition face-time with partners is vital. Going to China demonstrates commitment to partnerships, and building mutual understanding and trust can be accelerated in person in a meeting room, or over dinner and drinks.
Laura Kurt, Commercial Director at Fusion, said of the trip: “Our visit to China with TONG was incredible – it opened up our eyes to more opportunities in the market. From helping us prepare for the trip, through to setting up meetings and events, and support on-the-ground we couldn’t have asked for more from the TONG team.”
