Young people receiving their A-Level and GCSE results this week are being urged to consider an apprenticeship as their next step.
There has been significant demand for university places this year and the trend is expected to continue over the next four years.
But Cllr Daniel Walton, Portfolio Holder for Economy and Tourism on Malvern Hills District Council, has urged young people to rethink their options.
"University is absolutely the right choice for some people, particularly if they are considering going into certain jobs," Cllr Walton said.
"But it is not necessary for every career and with the cost of a university education it may even prove to be an expensive mistake.
"Apprenticeships offer a real alternative and allow people to gain qualifications up to degree level, while earning money and experience at the same time.
"We want our young people to make an informed choice about their future. Whatever your choice, we wish you well and lots of success."
A survey of students carried out by Malvern Hills District Council found 67 per cent of them would choose university because they believed it would lead to a better paid job.
But a report produced by Barclays bank and the Centre for Economics and Business Research in 2016, found the average lifetime earnings potential of higher level apprentices was almost the same as university graduates.
The gap was found to be just 1.8 per cent or £2,200. In some sectors apprentices earned 200 per cent more than graduates.
Visit www.malvernhills.gov.uk/skills to find out more about the benefits of apprenticeships and view current apprenticeship vacancies.
