Launched in April 2006, the Prime Minister's Initiative for International Education (PMI2) is a five year strategy which will build on the success of the first PMI to secure the UK's position as a leader in international education and sustain the managed growth of UK international education delivered both in the UK and overseas.

International student recruitment to the UK is an important element within the strategy, but our ability to continue to attract students increasingly depends on our reputation and standing in the international arena. Not only is this about the quality and value of our education, it is also about the contribution we make globally and the strength of the partnerships we build.

PMI2 focuses on new countries as well as strengthening relationships in countries where there are well established ties.

It sets out four interconnected strands:

UK positioning: marketing and communications

The first PMI taught us that students choose the country first and then look to select an educational institution. The need for a strong national brand which is distinctive and differentiates the UK from other countries is as important as ever.

Ensuring the quality of the student experience

Students have more choice than ever before - both from within their own countries as well as overseas study. They have demanding expectations - and we must ensure that we understand and are able to respond to these. This includes all aspects of the student experience, from the application and visa processes; pre-departure and induction; through to the quality of experience whilst studying and living in the UK.

Strategic partnerships and alliances

The dramatic changes in international education suggest a very different landscape by 2011 - one in which both the UK's positioning and many of its markets will depend on strong strategic overseas partnerships. If we are to reach our goals, we must achieve a major step change in this area.

Market diversification and consolidation

It is clear that in the new market context, we need to have a far greater understanding of the countries in which we operate in.

PMI2 sets out to achieve a number of targets by 2011. These targets are to:

    * attract an additional 70,000 international students to UK HE, and an additional 30,000 international students to UK FE;
    * double the number of countries sending more than 10,000 students per annum to the UK;
    * achieve demonstrable improvements to student satisfaction ratings in the UK;
    * achieve significant growth in the number of partnerships between the UK and other countries.

The first PMI's success clearly showed the value of integrating the activities and resources of the Government, education institutions from all sectors, and the British Council to position UK education overseas.

Partners involved in delivering PMI2

• The Department for Innovation, Universities and Skill (DIUS)
• British Council
• The Scottish Executive
• The Welsh Assembly
• The Department for Employment and Learning Northern Ireland
• UKvisas
• The Higher Education Funding Council for England (HEFCE)
• Universities UK
• GuildHE
• The Learning and Skills Council
• The Association of Colleges (AoC)
• English UK
• The Home Office
• UK Trade and Investment (UKTI)
• UKCISA: The UK Council for International Student Affairs

The further and higher education sectors and the English Language sector have come together with the Government and the British Council to provide a total of nearly GBP 7 million in 2006 / 2007 directly to promote the objectives of the second phase of the PMI.