This paper examines the international education market and Australia's significant and growing involvement. Whilst much research has been carried out, it is less common for this research to be undertaken from the perspective of those who have yet to make the decision to study abroad. This study examines Indonesia, which was once a prominent source country for Australian international students. Student intention to study in Australia is examined through the Theory of Planned Behavior. Both qualitative and quantitative studies identify several factors influencing students' study intentions. Significantly, this study explores the concept that cultural ethnicities may be a better indicator of student intention, than the commonly held demarcation of political boundaries. Using Indonesia as an example, it is shown that country alone may not always be the best indicator of a homogeneous unit that demonstrates similar homogenous cultural traits. This has implications for all marketers of international education.