NGAWANG JAMPHEL | Thimphu
As more Bhutanese students pursue higher education opportunities abroad, a growing number of women are emerging as the driving force behind one of the country’s fastest-growing service sectors: the education consultancy industry.
From student counselors and visa coordinators to marketing officers and administrative staff, women now make up the overwhelming majority of employees in Bhutan’s Education Consultancy and Placement Firms (ECPFs), playing a crucial role in guiding students through the complex process of studying overseas.
The trend reflects both the rapid growth of overseas education and the increasing participation of women in Bhutan’s workforce.
As of February 2026, Bhutan had 67 registered Education Consultancy and Placement Firms (ECPFs), according to records from the Higher Education Quality Council (HEQC) and the Bhutan Qualifications and Professionals Certification Authority (BQPCA). These firms assist students with university admissions, visa applications, documentation, accommodation arrangements, and travel preparations.
Industry observers estimate that nearly 90 percent of employees working in education consultancies are women, making them the most visible workforce within the sector.
For thousands of Bhutanese students seeking opportunities in countries such as Australia, Canada, the United Kingdom, New Zealand, and Singapore, female counselors are often the first point of contact. They provide information on academic programs, application procedures, scholarships, and visa requirements while helping students and parents make informed decisions.
The growth of the consultancy sector has created valuable employment opportunities for many young women, particularly fresh graduates seeking careers in education services, communication, administration, and customer relations.
Walk into most consultancy offices in Thimphu, and women are usually at the forefront of operations. They interact directly with students and parents, conduct counselling sessions, organise educational fairs, manage social media outreach, and coordinate with international institutions.
Many industry professionals believe women have become the preferred workforce for these positions because of their communication skills, patience, and ability to build trust with clients.
Karma Kunzang Dechen, student who recently completed Class XII said that female counselors often make the consultation process easier and less intimidating.
“When students are nervous about studying abroad, counselors help answer their questions and explain the process clearly,” he said. “Many students feel comfortable discussing their concerns with them.”
The increasing number of women employed in the sector also reflects broader changes taking place in Bhutan’s labour market. As service industries expand, more women are entering professional roles that require strong interpersonal and organisational skills.
For many employees, working in an education consultancy provides exposure to international education systems and opportunities to develop expertise in counselling, marketing, public relations, and student support services.
Several women who entered the sector as junior counselors have progressed into managerial positions, demonstrating the potential for career advancement within the industry.
However, the strong female presence in consultancy firms has also sparked discussions about workplace representation and hiring practices.
With growing competition among consultancies, firms increasingly rely on branding, social media campaigns, educational fairs, and promotional events to attract students. Women frequently feature in advertisements, promotional videos, and public engagement activities.
Some observers argue that this reflects a broader trend seen across service industries, where women are often placed in highly visible customer-facing roles.
A fomer senior counsellor who worked in the sector said professional knowledge and expertise should remain the most important factors in evaluating employees.
“Students and parents depend on consultants for critical information that can influence their educational and career choices,” the former counsellor, who work for a ECPF based in Thimphu said. “The focus should always be on competence, professionalism, and the ability to provide accurate guidance.”
Labour experts note that while customer engagement skills are important, women should be recognised for their qualifications, experience, and leadership abilities rather than simply their appearance or marketing value.
Despite these concerns, many view the rise of women in the consultancy sector as a positive development. The industry has provided stable employment opportunities and enabled young women to build careers in a field that continues to expand alongside increasing demand for overseas education.
The consultancy sector itself has become an important part of Bhutan’s education landscape. Over the past decade, studying abroad has become one of the most popular aspirations among Bhutanese youth seeking internationally recognised qualifications and broader career opportunities.
As demand grows, consultancies have become essential intermediaries between students and foreign institutions. They help simplify complicated application procedures and provide support throughout the admission and visa processes.
The sector’s continued expansion also highlights the need for high professional standards. With families investing significant financial resources in overseas education, expectations regarding transparency, ethical recruitment practices, and accurate counselling services have increased.
To protect students and ensure service quality, ECPFs operate under regulations established by the HEQC, BQPCA, and the Ministry of Education and Skills Development. These agencies oversee consultancy operations and require firms to follow guidelines designed to safeguard student interests.
Under these regulations, consultancies are responsible for placing students in recognised institutions and helping them make informed decisions based on their academic interests, financial circumstances, and career goals.
As Bhutan’s overseas education market continues to evolve, the contribution of women to the sector is becoming increasingly significant. Their role extends far beyond administrative support, encompassing counselling, leadership, communication, and student advocacy.
The growth of education consultancies is therefore not only a story about Bhutanese students pursuing opportunities overseas. It is also a story about the women helping shape those journeys while building professional careers of their own.
