This paper seeks to evaluate the factors influencing students' choice of Higher Education provision with specific reference to language of study. Placing the recent development of the Coleg Cymraeg Cenedlaethol (the National Welsh-Medium College) in an appropriate historical and theoretical perspective, this paper evaluates a major qualitative study relating to student choice in Wales. It argues that while location, reputation, finance and employability are the primary drivers for student choice, there is considerable evidence to demonstrate a latent demand for Welsh-medium provision in specific subjects and locations. Furthermore there is a clear link to future job prospects in patterns of linguistic choice amongst prospective Higher Education students. (Contains 5 notes.)