Recent Finnish policies have encouraged Finnish higher education institutions to develop a market-oriented approach to international higher education by implementing fee-based educational programmes for students from outside the European Union (EU) and the European Economic Area (EEA). From the Finnish government's perspective, higher education is no longer merely a public service but it is also a private good, as the government is starting to consider international higher education as a means of generating extra revenue. Although the intention of the reforms in this area is apparent, concrete implementation strategies remain unclear. This article discusses what the Finnish government, higher education institutions, and other stakeholders should take into account when considering strategies for implementing tuition fee policies, based on international experience. It also provides a picture of one aspect of the recent reform of international higher education in Finland as well as other challenges related to the reform.