Our sector is built on the principle that international education transforms lives, forges global connections, and serves as a powerful engine for economies. With projections of 9 million students by 2030, its global impact is undeniable. Yet, despite this clear contribution, the sector's important role is often overshadowed by controversy, especially in some of the traditionally most popular destinations, where its value is increasingly misunderstood or ignored. This situation raises a very important question for our industry: are we doing enough to proactively define and defend our vital role? With the sector facing increasing scrutiny and policy shifts, the need to move from a reactive defence to proactive advocacy has never been more urgent. This month, we delve into the causes of these challenging narratives and outline clear, actionable strategies to shape the public and political conversation in our favour. We will discuss: - The stories behind some of the political and societal headwinds in key destinations. - The sector’s immense contribution to innovation, trade, and how attracting global talent is a direct solution to demographic decline. - Individual students' stories and outcomes that showcase the sector’s human impact alongside the data. - Existing initiatives for a stronger, unified voice for International education