Fewer International Students in Boston: How Businesses Near Campus Rebalance Their Marketing

Short answer: Boston is home to about 7% of all international students in the U.S., and some local schools depend on them heavily. International students make up roughly 40% of Northeastern's students and 30% of Boston University's. National forecasts expect international enrollment to fall nearly 10% this fall. Restaurants, cafes, landlords, salons and services near campus feel that directly. The answer isn't to stop serving students. It's to widen your base: market to remaining students more personally, and add residents, workers, alumni and visitors to your plan.

01What's happening

NAFSA and JB International projected that U.S. colleges could enroll up to 111,000 fewer international students in fall 2026, a 9.5% decline. They estimated the loss would cost local economies about $3.4 billion and nearly 40,000 jobs this year. GBH reported that Massachusetts colleges worry a new four-year visa cap could discourage more students.

The effect has been building. WBUR reported that UMass Boston's international enrollment was down about 17% in fall 2025. Capital Analytics noted Boston hosts 7% of the country's international students. NHPR reported that agents were seeing fewer international students sign Boston-area leases. Harvard Square businesses told reporters they were preparing for the fallout, with even graduation season, usually a peak, running slower.

Who is affected most

• Restaurants and cafes that serve specific cuisines or late-night student crowds.
• Landlords and property managers with units near Fenway, Allston, the South End and Mission Hill.
• Salons, tutoring, phone repair and moving services that rely on fall arrivals and spring departures.
• Retailers whose busiest weeks follow the academic calendar.

How to rebalance your marketing

1. Keep the students you have, and serve them better

Current students are still your core. Make it easy for them to come back: a loyalty program, student-friendly hours and posts in the languages your customers speak. If you serve a particular community, say so clearly on your website and Google profile so new arrivals can find you.

2. Add residents as a second audience

Neighbors who live near campus are steadier customers than any semester. Update your Google Business Profile with photos and offers that appeal to locals, such as weekday lunches, family meals and weekend brunch, not just late-night deals.

3. Reach workers and medical staff

Longwood, Kendall Square and downtown bring thousands of hospital and office workers near campus every weekday. Target them with lunch, catering and quick-service offers. Short, nearby paid campaigns can reach people within a few blocks during work hours.

4. Market to visitors and alumni weekends

Move-in, Head of the Charles, Commencement, reunions and Red Sox home games bring families and alumni into campus neighborhoods. Build a calendar and plan posts and offers for those dates. Families booking dinners or rooms often search days ahead.

5. Landlords: widen your tenant search

If fewer international students are applying, advertise to graduate students, young professionals, medical residents and visiting researchers. Clear listings with real photos, floor plans and fast replies win tenants. Automated follow-up can answer inquiries and book showings around the clock.

6. Rely less on a single season

Businesses built around the September rush can add steadier income with catering, delivery, gift cards or memberships. A clear website with online ordering or booking lets you sell year-round, not just when students are on campus.

What to measure

Compare monthly sales this year to last, split by customer type where you can (students, locals, workers, visitors). Track which new audience is growing fastest and move budget there.

For a plan built around your neighborhood, see how we work with Boston businesses.

FAQ

How much is international enrollment falling? NAFSA and JB International projected a decline of up to 9.5% nationally for fall 2026, about 111,000 fewer students. Final figures come from the Institute of International Education's Open Doors report.

Which Boston schools have the most international students? WBUR reported that international students make up about 40% of Northeastern's students and about 30% of Boston University's.

Should campus businesses stop marketing to students? No. Students are still a core audience. The goal is to add residents, workers and visitors so a smaller student year doesn't decide your whole year.

Sources

• Latin Times: NAFSA and JB International projection of fall 2026 international enrollment
• GBH via NENC: Mass. colleges fear new 4-year visa cap
• WBUR: Massachusetts public universities see international enrollment decline
• Capital Analytics: Immigration shift could cost Mass. universities and economy
• NHPR: International students are signing fewer Boston leases
• Harvard Square Business Association: Local businesses prepare for fallout