Study-Abroad Portals in the EHEA: A Case Study of the Study in Romania Platform

National governments employ various strategies to attract prospective students, encompassing comprehensive public policies and targeted marketing initiatives. Countries often promote themselves as study destinations through official study-abroad platforms aimed at international audiences. These “study-in” websites inform on administrative and bureaucratic requirements for admission to higher education institutions, allow international students to explore available degrees and, in many cases, are the direct channel for applying for degree programs and scholarships. This study explores the role of national study-abroad portals in the digital transitions of the European Higher Education Area (EHEA). It investigates how national governments leverage such platforms to attract international students and promote their universities and programs abroad using nation branding strategies. By analyzing the Study in Romania platform and comparing it to similar websites, the study aims to address the research question: What is the role of official study-abroad portals within the digital landscape of the EHEA? The research is supported by both primary data, through an interview conducted with a staff member of The Executive Agency for Higher Education, Research, Development and Innovation Funding (UEFISCDI) in December 2022, and secondary empirical data, such as the enrollment numbers of foreign students at universities in a given country. Through a comprehensive review of data and literature, the study provides insights, lessons learned, and recommendations for enhancing the Study in Romania platform to position the country as a more attractive study destination. The findings of this study are intended to assist universities and national governments in refining their digital strategies to attract and support international students within the EHEA.