Magnetism in Nursing Education: A Qualitative Embedded Case Study of High‐Applicant Nursing Programs Amid a National Decline

ABSTRACT Aims To describe the factors that characterise nursing programs that continue to attract a high number of applicants even though the total number of applicants is declining. Design A qualitative embedded case study in Italy on 2025. Methods A purposive sample of four undergraduate nursing programs for which there were more applicants than places in the last three academic years, compared to the rest of the macro‐region, where an average ratio of 0.8 applicants/place was documented. Key informants (dean, clinical practice coordinator, nurse educators, students) from each program were involved. A semi‐structured, open‐ended interview was conducted focusing on the factors that make the identified nursing programs attractive. The recorded interviews ( n = 19) were analysed thematically by triangulating the data. A member check was also conducted. Results Five factors make a nursing program attractive: (1) the strategic location of the university, (2) the reputation and influence of the nursing program, (3) the structured, innovative, and open‐oriented nursing curriculum, (4) the quality of the tutorial system and (5) the program's commitment to student support and development. Conclusion Even in times of declining enrollment and fewer applicants, certain factors can make a nursing program magnetic. Implications for the Profession and/or Patient Care The map of emerging factors can serve as a strategy to help nursing programs attract students and improve their overall appeal. Impact What problem did the study address? In some countries, there is a downward trend in applicants to the nursing profession, raising serious concerns about the growing global nursing workforce gap. With the decline in applicants, the long‐term sustainability of nursing programs is also at risk. No study has investigated the factors that characterise nursing degree programs, which attract even more applicants in a context of declining attractiveness. What were the main findings? Five magnetic factors have emerged, one of which is external and the others internal to the nursing program. The external factors relate to the program itself—and are embedded in the social, civic and academic environment of the host university and the city. The internal factors relate to the strong leadership and commitment of the nursing programme to promote its quality. Where and on whom will the research have an impact on? Findings may inform actions at the policy, university and individual nursing program levels. Reporting Method COnsolidated criteria for REporting Qualitative Research Checklist. Patient or Public Contribution Data collection and validation involved citizens (students) attending the identified nursing programs.