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This article reports on a critical content analysis of the text and images in 70 internationalization strategies from Canada, the UK and US to examine how race and diversity are discussed in relation to international students. We find that strategies map international students onto a vague notion of ‘diversity,’ where culture is equated with nationality. Visual images are used to celebrate racial, ethnic, and religious diversity, and signal diverse and inclusive campuses. Yet, strategies rarely mention race or racism, despite the fact that most international students in all three countries are non-White. When race is discussed, racial diversity is instrumentalized as a source of improving diversity metrics. We argue that institutions must acknowledge their international students’ racialized identities and experiences.