The UK is the number one European sender of students to the U.S., and universities can take advantage of this growing attraction of the U.S. to UK students. On September 23-24, the U.S.-UK Fulbright Commission – EducationUSA will host USA College Day in London. This undergraduate fair is the largest in Europe with 4,700 attendees and 190 institutions attending last year. During the 2014-15 academic year, 5,207 UK students were undertaking full undergraduate degrees in the U.S., marking a 23% increase from 2009-10. Many students choose the U.S. for the quality and reputation of its universities, the flexibility of the liberal arts curriculum, and the availability of funding. Students are also drawn to U.S. campus life and culture. Additionally, university fees tripled in the UK with the 2012-13 academic year, and this may also have contributed to a rise in interest in study abroad in recent years.