This study explored Chinese students' motivations for selecting a cross-border university in China's Guangdong-Hong Kong-Macau Greater Bay Area (GBA) and how they perceive their undergraduate experiences. The GBA was developed as an international economic cluster in China. Despite the vitality of the GBA's international education sector, few studies have focused on individual students' perspectives on cross-border higher education choices and experiences. We interviewed twenty students and two academics in charge of university admissions about their opinions and reflections concerning a GBA cross-border university. Students' university choices were linked to different admission profiles, parental influences, institutional features and interactions between students and the institutions. Our study has significant implications for leaders and policymakers in higher education seeking to attract talented university students, improve enrolment and promote students' learning experiences in cross-border higher education institutions.