ICEF Dubai: agents specialising in student recruitment from MENA

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

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

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

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.

Thu • Feb 1214:30 - 14:55Seminar room

The challenge of compliance: How increased regulation will affect you

Market Intelligence

Interview

Moderator

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

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.

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

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.

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

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

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.

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

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

Prof. Dr Bassam Alameddine

Professor Bassam Alameddine, President of the American University of Ras Al Khaimah and former President of Gulf University for Science and Technology, is a distinguished leader in higher education and materials science. He has driven major institutional transformations, strengthened financial performance, and expanded global partnerships with universities such as Ottawa, Leeds, and Liverpool. His strategic initiatives advanced GUST by 108 positions in international rankings, achieved significant financial growth, and introduced new colleges and interdisciplinary programs. His SPEAR student success initiative improved retention and performance, while his governance reforms enhanced operational efficiency.

President, American University of Ras Al Khaimah

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

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.

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

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

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,

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.

Seminar Programme ICEF Dubai 2026