ICEF Dubai: agents specialising in student recruitment from MENA

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This introductory session is a perfect fit both for first timers wishing to learn more about forming partnerships; and for regular event attendees, who can share their valuable experience in the field. It provides practical tips and strategies for making the most out of any ICEF event, and ICEF Dubai in particular.

The international education sector is built on close relationships, and is at its best when professionals are able to share best practice and learn from one another. This session represents a unique opportunity for attendees to pool their knowledge in a supportive environment, ensuring a more productive event experience for all.

Topic areas include:

Making the most of your time during the event
Developing effective post-event follow-up strategies and agent contracts
Building a mutually beneficial relationship with providers and agents
Tips for breaking the ice in meetings

Join us for an in-depth exploration of the latest ICEF Agent Voice survey results, offering valuable insights into current trends in student recruitment.

Key topics covered for 2025:

Recruitment expectations & Decision-making factors
Student interest & Visa approval rates
Employability factors
Enrolment challenges & Institutional support
Online programmes
Agency operations & Remuneration

The ICEF Agent Voice survey is conducted annually with ICEF-screened agents from over 100 countries. The survey stands out for its frequency, extensive reach, and detailed insights, comparing the perspectives of agents worldwide. It provides fresh insights into how agents are adapting to and addressing global challenges.

In the immediate aftermath of COVID, the surge of recruitment that coincided with study destinations reopening led to a backlash among local communities. In many instances, this has opened up discussions around an institution’s social license to recruit and a demand for tighter regulation, especially in the most popular study destinations, with Australia, Canada, the UK, and the US establishing well documented restrictions and study caps.

In this session, we explore the likely impact of increasing regulation, focusing on the direct impact that it will have on both agents and institutions. We consider the lessons that can be learned from the changes that have already taken place, consider what changes may be yet to come, and offer practical strategies to help offset the challenge these changes represent.

Faced with rapid technological, social, and economic change, international student preferences are evolving to reflect the world in which they live. While an institution’s quality, often expressed in terms of rankings, remains important, it has taken a back seat to more practical concerns, including cost, access to accommodation, and employability.

This panel discussion considers the key drivers of student mobility, the most important issues facing students today, and the impact this is having, and is likely to have, on institution recruitment practices.

Given the vast diversity of the Middle East, it is essential to avoid a one-size-fits-all approach when recruiting. In this session, we look at the common practices currently employed, assess their strengths and weaknesses, and then look into a range of practical tips that will help institutions to develop a more effective strategy.

With input from successful educators and leading agents, the session will also focus on the necessary AI's transformative potential: smarter student matching, predictive market insights, and efficient relationship-building tools.

The Middle East is undergoing a significant economic and social transformation, driven by ambitious national strategies across the region to build diversified, knowledge-based economies. Central to this strategy is the massive investment in higher education, positioning the region as a major global hub capable of attracting top international talent and offering a world-class academic environment.

For student recruitment professionals globally - from MENA study abroad agencies to international education providers in popular and emerging study destinations - understanding this rapidly evolving market is crucial. Beyond being a source of outbound students; it represents a variety of emerging destinations that offer unique partnership and student mobility opportunities.

In this session, we will therefore:

Discuss the Middle East’s rapid emergence as a premier global education destination, driven by national development goals and significant investment.
Assess effective recruitment strategies for agencies and providers looking to either send students to or attract students from this dynamic growth market.
Look at examples of successful student mobility models and recruitment partnerships between institutions in the Middle East and those in major study destinations (e.g., US, UK, Canada, and Australia).
Interview key international education professionals to share their experience and know-how in successful student recruitment and partnership development within the Middle East.

Despite growing competition from other study destinations, the United States continues to offer students from the Middle East a uniquely strong combination of academic flexibility, career outcomes and long-term return on investment. This panel will focus on how agents can clearly and credibly communicate the value of a US degree, addressing genuine concerns around visas, safety and cost, and situating the discussion within the context of career pathways, experiential learning opportunities, and the region’s future skills priorities such as AI, sustainability and entrepreneurship. Designed for experienced agents, the session moves beyond rankings to practical, evidence-based narratives that help families assess the strategic merits of a US education.

Thu • Feb 1213:30 - 13:55Seminar room

Strategic networking: Building stronger partnerships • Agents & Providers

Professional Development

Discussion

Presenter

Nabil Najd

Nabil joined ICEF in 2011, initially serving as the Agent Relations and Business Development Manager for the Middle Eastern and North African markets. In 2018. He later became the Director MENA Region at ICEF and currently holds the position of Managing Director for the MENA Region at ICEF since 2023. During his tenure, Nabil has successfully expanded ICEF's reach in the region by cultivating a strong network of industry contacts. He has focused on introducing high-quality agents to global events and establishing strategic connections and partnerships with education providers in the MENA region. Nabil also plays a crucial role in supporting and advising educational institutions new to working with study abroad agents and/or participating in ICEF events. His expertise lies in helping clients select the most suitable ICEF services to enhance their international student enrollments. Nabil holds a Master's degree in Automation Technology from the Technical University Berlin, Germany, which he earned in 2010. He is fluent in English, German, and his native language Arabic. Nabil's extensive experience, industry knowledge, and linguistic abilities make him an invaluable asset to ICEF and its endeavors in the MENA Region.

Managing Director, MENA Region, ICEF

Topic areas include:

Making the most of your time during the event
Developing effective post-event follow-up strategies and agent contracts
Building a mutually beneficial relationship with providers and agents
Tips for breaking the ice in meetings

Thu • Feb 1214:00 - 14:25Seminar room

Findings from the ICEF Agent Voice survey 2025

Market Intelligence

Presentation

Presenter

Ian Cann

Ian Cann is CRO at ICEF and has spent more than 15 years in international student recruitment, helping institutions build successful internationalization programs. He is a regular speaker at global conferences, sharing insights on recruitment strategies, international marketing, and regional market intelligence, with a focus on agent partnerships and ethical recruitment practices. He began his career in publishing at Time Inc. in London before transitioning into international education. He spent three years managing student fairs in Brazil before joining ICEF in 2009. A year later, he relocated to Barcelona, where he continues to play a key role in developing internationalization programs. Ian’s global experiences have shaped him into a multilingual, internationally minded professional committed to advancing best practices in student recruitment and institutional growth.

CRO, ICEF

Join us for an in-depth exploration of the latest ICEF Agent Voice survey results, offering valuable insights into current trends in student recruitment.

Key topics covered for 2025:

Recruitment expectations & Decision-making factors
Student interest & Visa approval rates
Employability factors
Enrolment challenges & Institutional support
Online programmes
Agency operations & Remuneration

Thu • Feb 1214:30 - 14:55Seminar room

The challenge of compliance: How increased regulation will affect you

Market Intelligence

Interview

Moderator

Anthony Lee

Tony has two decades of experience marketing education to global youth audiences. Formerly the Global Digital Marketing Director at Study Group, where he led teams in Singapore, Shanghai, Sydney, New York and the UK recruiting students for Universities in the USA, Australia and Europe. Before this, Anthony established the digital marketing footprint for INTO University Partnerships. A seasoned platform, channel and technology strategist, Anthony specialises in International digital student recruitment. Anthony has lectured on digital marketing to universities on behalf of The EAIE, the British Council, ICEF, DAAD, CASE and NAFSA. Anthony studied Digital Disruption Strategy at Oxford University and is a Fellow of the Chartered Institute of Marketing.

CVO, ICEF

Panelist

Hiba Najeb

Hiba Education Services Inc. is an education consulting agency dedicated to helping students from Saudi Arabia and beyond achieve their academic goals abroad. With a focus on personalized guidance and seamless student placement, we connect ambitious learners with top-tier institutions across Canada, the UK, the USA, and other leading education destinations.

Director, Hiba Education Services Inc.

Thu • Feb 1215:00 - 15:55Seminar room

Key drivers of student mobility: Evolving student preferences

Market Intelligence

Panel discussion

Moderator

Martijn van de Veen

Martijn van de Veen is the Chief Business Development Officer at ICEF, a leading global organisation that facilitates connections within the international education industry. In his role, Martijn oversees strategic growth initiatives, with a current focus on emerging study destinations, particularly in East and Southeast Asia. He also explores the synergies between online learning and international education and is responsible for strategic growth within relevant industry verticals, especially digital/AI, accommodation, and finance. On top of being the host of the leading ICEF Podcast series for international education professionals, Martijn frequently moderates ICEF webinars as well as panel discussions at ICEF events around the world, covering topics from policy changes and digital innovations to student flows and emerging destinations. In addition, in 2023 Martijn was recognised as one of the 50 leading voices in European international education by The Pie News. Martijn's extensive career in international education includes his time as the Global Director of the International Student Identity Card (ISIC) and as the Founder and MD of ‘Student Card Service Japan’. With a degree in Japanese, French, and International Business Communications, and having lived and worked in multiple international locations including Tokyo, Paris, Ho Chi Minh City, Vancouver, Bangkok and Amsterdam, Martijn brings a wealth of international education sector insights and a broad global perspective.

CBDO, ICEF

Panelist

Laura Weatherston

With over 18 years of experience in international education, Laura Weatherston has worked in leading schools across the UK, Spain, Mexico, Kenya, China, Japan, and Hong Kong. Currently leading the admissions team at Sage College – The British School of Jerez in Spain, she brings a deep commitment to helping students find the best possible educational pathways. With a background in Sports Science and a Master’s degree in Leadership and Management, Laura combines her academic expertise with a strong focus on holistic student development. A passionate advocate for boarding and pastoral care, she believes that nurturing students’ personal growth is just as vital as academic success.

Head of International Admissions, Sage College- The British School of Jerez

Panelist

Raj Kapoor

With over 35 years of leadership experience in higher education management, Raj has successfully bridged academic and administrative functions to deliver sustainable growth and innovation. In his current role with GEDU, he designs and implements strategies to enhance international student enrolment while fostering diversity and inclusion. He has recruited and developed talent across 40+ countries and works closely with a global network of more than 3,000 recruitment partners. Raj is a regular contributor at international conferences, university exhibitions, and education forums, where he shares insights on global student recruitment and higher education trends.

Senior Director, GEDU

Panelist

Dr Robert Grant

Robert T. Grant, MD, MSc, FACS is the senior associate dean for clinical studies at St. George’s University School of Medicine. Dr. Grant is responsible for all aspects of the medical clinical training activities, including developing the shared third- and fourth-year curriculum with clinical partners, site visits, and monitoring activities. Prior to joining SGU, Dr. Grant was plastic surgeon-in-chief at NewYork- Presbyterian Hospital (NYPH), the University Hospitals of Columbia, and Weill Cornell Medical Schools from 2004 to 2021. From 1999 to 2019, Dr. Grant directed the plastic surgery residency program at NYPH, and from 2010 to 2018, he served as vice chair and then chair of the hospital’s Graduate Education Committee, a role for which he was responsible for oversight for all residency training programs across the hospital’s Columbia and Weill Cornell campuses. In addition to his academic rank of professor of surgery at SGU Dr. Grant is also professor emeritus of surgery at Columbia University Irving Medical Center, College of Physicians and Surgeons, an adjunct professor of surgery (plastic surgery) at University of Pennsylvania Perelman School of Medicine. He also holds a consultant appointment at the Roswell Park Cancer Institute in Buffalo, NY. Dr. Grant is a member of the American Association of Plastic Surgeons, American Society of Plastic Surgeons, American Society for Aesthetic Surgery, Association of Academic Chairpersons in Plastic Surgery and is a fellow of the American College of Surgeons. In addition to having a robust reconstructive plastic surgery clinical practice, he also served as the NewYork-Presbyterian Hospital System’s physician advisor, director of care coordination, and medical staff office for more than a decade. He served as inaugural President of the Association for Physician Leaders in Care Management (APLCM)-the Physician branch of the American Case Management Association (ACMA). Dr. Grant received his BS in Biology (magna cum laude) from Rensselaer Polytechnic Institute and his MD degree (cum laude) from Albany Medical College. He completed his general surgery and plastic surgery residencies at The New York Hospital-Cornell Medical Center. He finished clinical training with a microsurgical fellowship at NYU Medical Center/Bellevue Hospital. He received his Master of Science in management from NYU in 2000.

Senior Clinical Associate Dean, St. George's University

16:00 - 16:30

Refreshment break

Thu • Feb 1216:30 - 17:10Seminar room

Recruitment from the Middle East: Assessing trending approaches and developing best practice

Thought Leadership

Panel discussion

Moderator

Nabil Najd

Managing Director, MENA Region, ICEF

Panelist

Dr Kalu Ibe Ekpeghere

Current Job: Professor and Director, International Relations at Woosong University (Since 2017) Educational Background: Ph.D. in Environmental Engineering, Korea Maritime & Ocean University, Busan, Korea Teaching Areas: IR 4. O and Sustainable Technologies, Environmental Ethics, Global Issues and Discourse, Global Energy Trends and Sustainability, Global Perspective & Business Models, Ethical AI and Environmental Sustainability, etc. Publications: Over 20 journal articles, and more than 1000 cumulative citations Current Research Areas: Energy trends and sustainability, Technological trends and sustainable development, Global education and mobility trends, etc.

Professor and Director, International Relations, Woosong University

Panelist

Nouha Zine El Abidine

As a results-driven and motivated Senior Admission Officer at EDUWORLD, I am passionate about expanding educational opportunities for students and forging strong, trustworthy partnerships with reputable universities worldwide. My focus is on introducing new destinations, attracting diverse student talent, and facilitating collaborations that deliver exceptional academic experiences. Always eager to embrace new challenges, I strive to connect students with programs that align with their ambitions while supporting universities in achieving their international recruitment goals.

Senior Admissions Officer, EDUWORLD

Panelist

Dr Ayman Abdelhafez

Ayman Abdelhafez is the Founder and Chairman of Sindibad Holidays Co., a leading study abroad agency serving Saudi Arabia and the wider MENA. Active in international education since 2006, he has guided thousands of students to study destinations worldwide and built long-standing partnerships with institutions across more than 40 countries. Ayman holds multiple international certifications from ICEF, the British Council, and education authorities in Australia, Canada, and the US. Under his leadership, Sindibad has received regional and global industry awards, including StudyTravel Star Agency and CPIEA. Ayman is a frequent speaker at international education events, sharing practical insights on MENA student recruitment and mobility trends.

Founder/Chairman, Sindibad Holidays Co.

Thu • Feb 1217:15 - 17:55Seminar room

The Middle East as a study destination: A growth market

Market Intelligence

Panel discussion

Moderator

Martijn van de Veen

CBDO, ICEF

Panelist

Kyle Long

Dr. Kyle Long serves as President of the American University in Dubai (AUD), the first American university established in the Gulf region. He is guiding AUD through a significant collaboration with the University of Pennsylvania to establish a pioneering school of medicine. Prior to AUD, Dr. Long held leadership roles at Northwestern University, George Washington University, and the American University of Iraq. He holds a Ph.D. from Columbia University and is an advocate for stronger linkages between academia and industry to support Dubai’s knowledge economy and the UAE’s national vision for education and innovation.

President, The American University in Dubai

Panelist

Rajesh Prema

Mr. Rajesh Prema is a seasoned higher education leader with extensive experience spanning Higher Education, Information Technology, and Aerospace. As the Associate Vice President for Enrollment Management and Marketing at the American University of Ras Al Khaimah, he is widely recognized for driving strategic growth, strengthening institutional visibility, and expanding global recruitment markets. He has spearheaded transformative initiatives that have delivered record breaking student enrollments, elevated brand positioning, and deepened both community and international partnerships.

AVP for Enrollment Management, American University of Ras Al Khaimah

Panelist

Salma Senaran

Salma Senaran is a higher education professional with over 20 years of experience in student recruitment, enrollment management, and internationalization. She holds a Master’s degree in Business Management from the Canadian University of Dubai and has held senior roles at leading institutions including the University of Dubai and the Canadian University of Dubai. Currently, she serves as Director of Enrollment and Internationalization at City University Ajman, where she leads enrollment strategy, international partnerships, and admissions governance. Her work focuses on aligning sustainable enrollment growth with academic quality, regulatory compliance, and institutional strategy, supporting the University’s vision for global engagement.

Director of Enrollment and Internationalization Office, City University Ajman

In this session, we will therefore:

Discuss the Middle East’s rapid emergence as a premier global education destination, driven by national development goals and significant investment.
Assess effective recruitment strategies for agencies and providers looking to either send students to or attract students from this dynamic growth market.
Look at examples of successful student mobility models and recruitment partnerships between institutions in the Middle East and those in major study destinations (e.g., US, UK, Canada, and Australia).
Interview key international education professionals to share their experience and know-how in successful student recruitment and partnership development within the Middle East.

Thu • Feb 1218:00 - 18:55Seminar room

The strategic value of a US degree: Careers, ROI and future skills for MENA students

Market Intelligence

Panel discussion

Moderator

Ian Cann

CRO, ICEF

Panelist

Dr Fanta Aw

Fanta Aw, PhD, has been a dedicated member and leader within NAFSA since 1996 and currently holds the position of Executive Director and Chief Executive Officer. From 2013 to 2016, she served as NAFSA's President and Board Chair. Dr. Aw is a recognized and highly respected figure in the fields of international education and higher education administration. Dr. Aw dedicated her academic and professional careers to American University (AU) in Washington, D.C., where she achieved several degrees. Her accomplishments include a BS in accounting, an MA in public administration with a specialisation in organisational development, and a PhD in sociology with a focus on international education, social stratification, and transnational migration. Throughout her extensive tenure at AU, Dr. Aw held numerous leadership positions, most recently serving as Vice President of Undergraduate Enrollment, Campus Life, and Inclusive Excellence. Notably, she received recognition as an award-winning teacher, having fulfilled the role of Hurst Senior Professorial Lecturer at AU's School of International Service. In 2023, Dr. Aw's remarkable AU contributions were honoured with the Neil Kerwin Alumni Achievement Award. Furthermore, she actively participates as a member of the Global Advisory Board of Times Higher Education and has previously chaired the board of ETS TOEFL. Originally hailing from Mali, West Africa, Dr. Aw has resided in both East and West Africa, as well as the United States, fostering a broad and diverse cultural perspective. Her passion for global experiences has led her to explore nearly 60 countries. Dr. Aw is a frequent keynote speaker, sharing her expertise on various topics including international educational exchanges, diversity and inclusion in higher education, and U.S. immigration. Her expertise has been acknowledged by major global media outlets, including CNN, Agence France Press, USA Today, Washington Post, The Chronicle of Higher Education, National Public Radio, Middle East Broadcast Corporation, Washington Business Journal, WAMU, Washington Diplomat, and China Daily.

Executive Director & CEO, NAFSA: Association of International Educators

Panelist

Evelyn Levinson

Evelyn Levinson's global experience as educational advising director Fulbright Israel; scholarship development specialist USAID West Bank/Gaza; international admissions associate director USF-Tampa; international admissions director American University, Washington, DC; and now senior consultant on strategic international enrollment management and successful scholarship development, has strengthened her commitment to educational access for tolerance and understanding. Levinson received NAFSA's 2015 award for Outstanding Contributions to IEM and the 2007 Homer Higbee Disguished Service Award. She has served in numerous NAFSA leadership roles, and is a frequent presenter, trainer, author, and mentor for NAFSA, EducationUSA and other groups.

Senior Consultant for Strategic IEM and Scholarship Development

Panelist

Sultan Mohammed Alghamdi

Graduated with a bachelor degree in logistics and supply chain management from the University of Business and Technology and FAA-certified as a commercial aircraft pilot. Committed within the education sector and beyond

Co-founder, Abroad Edu

Panelist

Laurie Quiring

Laurie Ann Quiring, MBA, is a senior international enrollment and higher education leader with more than 20 years of experience advancing global recruitment, admissions strategy, and institutional partnerships. She currently serves as Director for International Admissions and Recruitment at Washington State University, a Tier 1 public research university, where she has built and scaled a centralized international admissions unit, expanded global partnerships, and led data-informed enrollment strategies across diverse markets. Her work has driven enrollment growth, strengthened institutional visibility, and supported student progression while maintaining a strong focus on student success and mission alignment.

Director for International Admissions and Recruitment, Washington State University

13:30 - 13:55Seminar room

Strategic networking: Building stronger partnerships • Agents & Providers

Seminar room

Professional Development

Nabil NajdPresenterManaging Director, MENA Region, ICEF

Topic areas include:

Making the most of your time during the event
Developing effective post-event follow-up strategies and agent contracts
Building a mutually beneficial relationship with providers and agents
Tips for breaking the ice in meetings

14:00 - 14:25Seminar room

Findings from the ICEF Agent Voice survey 2025

Seminar room

Market Intelligence

Ian CannPresenterCRO, ICEF

Join us for an in-depth exploration of the latest ICEF Agent Voice survey results, offering valuable insights into current trends in student recruitment.

Key topics covered for 2025:

Recruitment expectations & Decision-making factors
Student interest & Visa approval rates
Employability factors
Enrolment challenges & Institutional support
Online programmes
Agency operations & Remuneration

14:30 - 14:55Seminar room

The challenge of compliance: How increased regulation will affect you

Seminar room

Market Intelligence

Anthony LeeModeratorCVO, ICEF

Hiba NajebPanelistDirector, Hiba Education Services Inc.

15:00 - 15:55Seminar room

Key drivers of student mobility: Evolving student preferences

Seminar room

Market Intelligence

Martijn van de VeenModeratorCBDO, ICEF

Laura WeatherstonPanelistHead of International Admissions, Sage College- The British School of Jerez

Raj KapoorPanelistSenior Director, GEDU

Dr Robert GrantPanelistSenior Clinical Associate Dean, St. George's University

16:30 - 17:10Seminar room

Recruitment from the Middle East: Assessing trending approaches and developing best practice

Seminar room

Thought Leadership

Nabil NajdModeratorManaging Director, MENA Region, ICEF

Dr Kalu Ibe EkpegherePanelistProfessor and Director, International Relations, Woosong University

Nouha Zine El AbidinePanelistSenior Admissions Officer, EDUWORLD

Dr Ayman AbdelhafezPanelistFounder/Chairman, Sindibad Holidays Co.

17:15 - 17:55Seminar room

The Middle East as a study destination: A growth market

Seminar room

Market Intelligence

Martijn van de VeenModeratorCBDO, ICEF

Kyle LongPanelistPresident, The American University in Dubai

Rajesh PremaPanelistAVP for Enrollment Management, American University of Ras Al Khaimah

Salma SenaranPanelistDirector of Enrollment and Internationalization Office, City University Ajman

In this session, we will therefore:

Discuss the Middle East’s rapid emergence as a premier global education destination, driven by national development goals and significant investment.
Assess effective recruitment strategies for agencies and providers looking to either send students to or attract students from this dynamic growth market.
Look at examples of successful student mobility models and recruitment partnerships between institutions in the Middle East and those in major study destinations (e.g., US, UK, Canada, and Australia).
Interview key international education professionals to share their experience and know-how in successful student recruitment and partnership development within the Middle East.

18:00 - 18:55Seminar room

The strategic value of a US degree: Careers, ROI and future skills for MENA students

Seminar room

Market Intelligence

Ian CannModeratorCRO, ICEF

Dr Fanta AwPanelistExecutive Director & CEO, NAFSA: Association of International Educators

Evelyn LevinsonPanelistSenior Consultant for Strategic IEM and Scholarship Development

Sultan Mohammed AlghamdiPanelistCo-founder, Abroad Edu

Laurie QuiringPanelistDirector for International Admissions and Recruitment, Washington State University

Seminar Programme ICEF Dubai 2026