According to a recent survey conducted by the Graduate Management Admission Council (GMAC), applications for MBA programs globally increased by 7% in 2025, despite ongoing economic and political challenges. This rise contrasts sharply with trends in major educational hubs such as Canada, the United States, and the United Kingdom, where application numbers have declined due to stricter visa policies and labor market uncertainties.
The survey found that while U.S. programs experienced a minor one-point decrease in applications, the situation was more severe in Canada and the UK. A striking 84% of Canadian programs and approximately two-thirds of programs in the UK reported fewer applicants this year. These shifts illustrate the growing difficulties faced by these countries in attracting international students.
Conversely, regions in Asia and Europe (excluding the UK) witnessed significant growth in applications, with India seeing an increase of 26% and East and Southeast Asia experiencing a remarkable 42% rise. This trend demonstrates the effectiveness of business schools in these regions in implementing successful marketing strategies and enhancing their reputations.
Joy Jones, CEO of GMAC, stated, “Despite reported concerns with economic and political volatility, applications to all graduate management education programs continued to grow in 2025, driven by interest in full-time, in-person programs.” The report highlighted that while total international applications remained stable, they are shifting away from traditional global hubs like Canada, the United States, and the United Kingdom, favoring Asia and other parts of Europe instead.
The GMAC”s annual Application Trends Survey provides vital insights into the current state of graduate business education. It revealed that applications to MBA programs grew modestly, particularly among full-time, two-year programs. Most business master”s programs, with the exception of Master of Business Analytics programs, reported both domestic and international application growth.
Jones emphasized the adaptability of business schools in response to changing market dynamics, noting, “While some regions and program offerings might face serious headwinds, this year”s application growth gives strong evidence that business schools are quickly adapting to these dynamics through innovative curricula and industry-aligned experiences, positioning themselves for long-term relevance.”
The survey also examined changes in the volume of applications for MBA and business master”s programs, as well as the applicant pool”s composition. There has been a notable integration of artificial intelligence (AI) in educational programs, with only 16% of courses reporting no AI integration, down from 22% the previous year. More than half of the surveyed schools now incorporate AI as a critical tool for decision-making, business strategy, and societal impact.
Moreover, sustainability is becoming increasingly important, with three out of four programs offering courses on the subject, primarily within MBA curricula. The demand for sustainability education is evident, as 63% of prospective students in GMAC”s 2025 survey indicated its significance in their studies. Interestingly, programs in Asia, excluding Greater China and India, are the most likely to require sustainability studies, while those in the United States are the least likely to do so.
The survey also highlighted a steady representation of women in graduate management education, accounting for just over 40% of applicants, a figure that has remained stable for over a decade. In 2025, although the median share of women applicants increased slightly, women applied to MBA programs at a faster rate than their male counterparts, maintaining a nearly equal representation among business master”s applicants.
