On Friday 11 July, Oxford International Digital Institute (OIDI) proudly sponsored the British Universities’ China Association (BUCA) 2025 Annual Conference — a landmark gathering of thought leaders and changemakers from across the UK and China. Held in London, the conference marked its eighth year with a sharp focus on the future of UK–China higher education collaboration, covering strategic recruitment, digital innovation, employability, and sustainable long-term partnerships.
As part of Oxford International Education Group (OIEG)’s ongoing commitment to staying at the forefront of the Higher Education sector, two of our senior leaders took to the stage to contribute insight and provoke conversation.
David Pilsbury, our Chief Development Officer, joined the opening panel session, “Views from the Top”, alongside senior leaders from the University of Leeds, University of Chester, and University of East Anglia. The session, chaired by Jenny Zhou (Deputy Head of International Recruitment, Queen Mary University of London), explored institutional readiness for international engagement in an increasingly complex and uncertain global context.
The panel argued that the age of low-risk, high-yield international recruitment is over. UK institutions have been and will continue to operate in a volatile, high-stakes international environment, which requires them to advance with agility, intelligence and partnerships that help them move smarter and faster. They reminded the attendees that “real change happens when we connect global mindset with local realities, through both top-down leadership and bottom-up engagement”.
David and his fellow panellists highlighted the need for international practitioners to understand where their work sits within the wider institutional structure — and to play an active role in educating senior leaders who may lack experience in international strategy.
Crucially, the session also called for a collective, ethical approach to UK–China collaboration in the face of ongoing uncertainty.
James Perrin speaks at BUCA
Later in the day, James Perrin, Director of Global Sales for OIDI, took to the stage for his “Pathway Recruitment Trends” session, where he explored how foundation, progression, and English language testing models are evolving to meet the changing needs of Chinese students.
James shared insights into the increasing importance of flexibility, outcomes transparency, and agent influence — themes OIDI has addressed through initiatives such as our widely recognised Oxford ELLT and Pre-Sessional English programmes, both designed to support university-ready learners at scale.
Speaking about the event, James said:
“As proud sponsors of BUCA, OIDI is deeply committed to supporting the evolving needs of Chinese students. The event highlighted the growing importance of flexibility, transparency, and the value of developing trusted partnerships in China. Through initiatives like the Oxford ELLT, Pre-Sessional English, and Pathway programmes, we’re working together with BUCA members to give international students the tools, education, and confidence they need to succeed at university and beyond.”
The day was also a moment to reflect on the sector’s renewed energy. As David Pilsbury noted in his post-event commentary, the event was marked by a “strong turnout, quality debate, and real sense of creativity” across sessions. His remarks were echoed by fellow delegates who praised BUCA’s inclusive spirit and emphasis on collaboration in action.
When asked for a comment about the event, the BUCA committee said “Thank you to everyone who made BUCA’s eighth annual conference possible, especially our headline sponsor, Oxford International Digital Institute. It is through partnerships like ours with Oxford International Digital Institute that we are able to deliver a successful conference—one that fosters open dialogue, the sharing of best practices, and meaningful collaboration between the UK and China. Your support not only contributed to the success of this year’s event but also plays a key role in strengthening our community and enabling BUCA to continue building this platform for professional development and international engagement.”
As we look ahead, Oxford International remains committed to working in partnership with universities to innovate, adapt, and lead in a fast-changing international landscape.
To explore how OIDI can support your institution’s recruitment goals, get in touch with our team.
