The number of international schools is growing, especially in Asia. This presents competitive challenges; most obviously for student recruitment and retention. However, demand for places at these schools is also growing. As a result, while international schooling may feel competitive, aggregate economic data show that growing numbers do not axiomatically equate to fierce competition; many schools enjoy benign market pressures. This observation, the paper concludes, encourages a more nuanced view of international school competition across Asia--and of its gold rush conditions.