We aim to investigate the factors influencing student choice in the private higher education (HE) sector in Kurdistan-Iraq. Hence, this research tries to add to the literature in understanding the student's university choice in general and fill the gap of literature in the context of Middle-Eastern studies including Kurdistan in particular. We employed a survey research design via a self-developed questionnaire targeting first year students in private universities in Kurdistan. Using a sample of 518 students and Confirmatory Factor Analysis (CFA), we found that the university characteristics that most influenced student choice were reputation and accreditation, quality of teaching, employability and quality of facilities, which is consistent with the previous literature.However, the cost of study was not considered as one of the top influencing factors of student choice. Accordingly, the study recommends universities to consider increasing their tuition fees and dedicate the extra revenues to boost their reputation, enhance their quality of teaching and accreditation and increase the connection and relationships with local employers. Some other implications are also suggested.