There is strong and still growing competition from a range of countries in recruiting international students. Although the UK remains a destination of choice there are numerous factors which may make recruitment more difficult in the future, including:
Within the UK there is also competition between the four devolved jurisdictions, and both Scotland and Wales have established national bodies to support international activities. In 
Scotland this is the Global Engagement Group and in 
Wales it is the Wales International Consortium.
One pressure that is likely to be of increasing importance is competition from trans-national private providers, delivering global electronic programmes in popular subjects. Some institutions have already formed partnerships with such providers, and these may give rise to substantial business partnerships which need to be treated as any commercial and enterprise activity. The Observatory on Borderless Higher Education is a valuable source on such developments, and many UK institutions are members. (Note: OBHE publications are password protected so governors may need to ask their clerk/governing body secretary or international office to obtain them).
Further information on international competition is available from the UK HE International Unit.