In recent years, study abroad has shifted from aspiration to expectation for many middle-class Pakistani families. Rising youth demographics, combined with limited capacity in domestic higher education, have driven record numbers of students toward foreign universities. More than 100,000 Pakistani students are currently enrolled abroad, making Pakistan one of the largest contributors of international students in South Asia. This surge has created fertile ground for private counselling centres, educational consultants, and test-preparation providers. Yet, in the absence of clear regulation, the industry has also become a site of misrepresentation and, in some cases, outright fraud.
A GROWING INDUSTRY
The global education market is among the most lucrative services sectors, with international student mobility generating billions of dollars annually for host countries. Pakistan has not been immune to this trend. IELTS and TOEFL test registrations increased by more than 18 percent in 2024, while applications for student visas to the United States, United Kingdom, Canada, and European countries continue to rise. The Federal Bureau of Emigration notes that education is now one of the top three drivers of overseas departures.
This demand has fuelled the growth of thousands of small and large consultancies across Pakistan. From Lahore’s Liberty Market to Karachi’s Clifton, advisory offices promise students admissions to top-ranked universities, visa facilitation, and career counselling. For many families, especially those making life-changing financial sacrifices, these consultants appear as indispensable gatekeepers to global opportunity.
A FRAGMENTED MARKET
The counselling industry in Pakistan remains highly fragmented. At the lower end, small offices operate on a transactional basis, offering packages for quick admissions to mid-tier universities abroad. Their services are often limited to filling out forms, arranging language tests, and assisting with visa paperwork. These firms appeal to families seeking affordable and straightforward pathways, but they are also the most vulnerable to accusations of misrepresentation, as oversight is minimal and professional training often absent.
At the higher end are boutique firms that specialize in placing students in elite institutions such as Oxford, Cambridge, or the Ivy League. These firms charge significantly higher fees but also provide intensive preparation, including drafting personal statements, organizing mock interviews, and offering mentorship aligned with foreign admissions standards. For a growing segment of affluent families, such services are seen as essential investments in global futures.
Between these extremes lies a vast array of mid-sized firms. Some are reputable and professional, others less so. Without a national framework of accreditation, families are often left to rely on reputation, word of mouth, or advertising to distinguish credible advisors from opportunistic actors.
THE QUESTION OF STANDARDS
There have been attempts to introduce certification and training. The British Council has for years offered a counselling certification program designed to train advisors on the admissions process for UK universities. While this model has merit, its scope is narrow. Demand patterns have shifted significantly in recent years. The United States, Canada, and European universities now attract a large share of Pakistani applicants. A certification limited to UK-bound students does not cover the full range of counselling needs in the market.
Internationally, membership-based bodies such as the International Association of College Counsellors (IACC) provide rigorous codes of ethics, transparent fee structures, and continuing professional development requirements. In Pakistan, however, only a handful of firms have secured such affiliations. Locally, broader organizations such as the Pakistan Business Council have occasionally raised education-related policy issues, but no domestic body exists specifically to regulate or accredit education consultants.
THE RISKS OF MISREPRESENTATION
The lack of standards has real consequences. The Federal Investigation Agency has documented cases of forged bank statements, falsified admissions letters, and placements at unrecognized institutions facilitated by consultants. Families often spend millions of rupees only to face visa rejections or discover that their children have been admitted to universities without accreditation. Such practices not only harm individuals but also tarnish Pakistan’s credibility in international admissions systems, subjecting genuine students to greater scrutiny.
ECONOMIC AND SOCIAL COSTS
The economic stakes are significant. The Ministry of Finance reports that private remittances for educational expenses exceeded USD 2 billion in 2023–24. When these funds are lost through fraudulent or poorly managed advisory processes, the cost reverberates beyond households to the broader economy. Socially, students who face failed admissions or fraudulent placements often lose years of study and suffer lasting career setbacks, while families endure financial and emotional strain.
TOWARD CREDIBILITY AND TRUST
The counselling industry in Pakistan is at a crossroads. On one hand, it represents a vital bridge to global opportunity for thousands of young people. On the other, its unregulated nature exposes them to unacceptable risks. British Council certifications, while useful, are insufficient to address the scale and diversity of demand. International membership models such as IACC demonstrate the value of professional standards but remain accessible only to a limited segment of the market. Local platforms such as the Pakistan Business Council could help convene dialogues, yet sector-specific regulation is needed to ensure accountability.
The larger issue is one of trust. Parents and students invest their futures in promises made across office desks and glossy brochures. Ensuring that these promises rest on credible, regulated foundations is not simply a matter of consumer protection. It is central to Pakistan’s long-term educational and economic reputation.
CONCLUSION
The demand for overseas education will only grow as Pakistan’s youth population expands. The question is not whether counselling firms should exist, but whether they should operate within a framework that guarantees professionalism and accountability. Until such a framework is established, families will continue to navigate an uneven market, where aspiration too often collides with risk.
