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Abstract This study explores development of the Greater Bay Area (GBA) as it aspires to become a leading international education hub, set against the backdrop of established hubs in Malaysia, Qatar and the San Francisco Bay Area. Through a comparative analysis grounded in an adapted George Keller framework, the research investigates the internal and external dynamics influencing the internationalization strategies of these regions. The findings highlight the critical role of leveraging unique regional identities, navigating global trends alongside local adaptations and prioritizing collaboration over competition. Interviews with experts within the GBA provide formative insights into the necessary steps for advancing its internationalization, including the need for a unified regional strategy, addressing systemic and policy barriers and fostering a unique cultural identity. The study contributes to both theoretical and policy discourses on higher education internationalization by offering a comprehensive framework for understanding and analysing strategic development in emerging education hubs. It underscores the importance of adaptive strategies that are responsive to global educational trends, rooted in local strengths and geared towards fostering collaborative, innovative ecosystems. The GBA's journey towards internationalization exemplifies the challenges and opportunities faced by new entrants in the global education arena, providing valuable lessons for other regions with similar aspirations.
Liu et al. (Wed,) studied this question.