August 2012 issue

News Round Up
Inside the industry
Advisor Survey
Secondary Focus 1
Secondary Focus 2
Tertiary Focus 1
Tertiary Focus 2
Vocational Focus
Special Report
Course Guide
Regional Focus
Market Analysis

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Japan rebuilding

The Japanese outbound student market continued to build on growth achieved in the 2010 operating year. Meanwhile, there was a new lead destination for Japanese student clients.

Key points
The total number of students placed by the eight agencies in our survey was 5,695

Individual agencies placed between 10 and 5,000 students on courses per year

The average length of stay for Japanese students was 18 weeks

Overall, 60 per cent of Japanese students preferred host family accommodation when studying overseas

A higher percentage of advisor clients were studying abroad for further studies overseas, namely 33 per cent

Language learning is the most lucrative sector of the study abroad market for Japanese agents

Top destinations Most popular courses
1. Canada 31%
2. USA 28%
3. Australia 17%
4. UK 12%
5. New Zealand 5%
6. France 1%
6. Germany 1%

6. Ireland 1%
6. Italy 1%
6. Spain 1%
Other 1%
1. Intensive 39%
2. General 38%

3. Summer vacation 4%
3. Under/post graduate 4%
3. University foundation 4%
5. Business 3%
5. Lang plus work exp 3%
7. Academic/exam prep 2%
8. Junior 2%
Other 1%

Reasons for studying overseas Average percentage agency business
1. Further studies overseas 33%
2. Further studies at home 26%

3. Future work 24%
4. Pleasure 10%

5. Current work 6%
Other 1%
1. Language programmes 78%
2. Work & travel 7%
2. Higher education 7%
3. Secondary education abroad 5%
4. Internships 3%

How do agents recruit students?
How do advisors find new schools to represent?
1. Website 50%
2. Word-of-mouth 19%
3. E/online marketing 8.5%
4. Advertising press 5%
5. Seminars to students 3.5%

4. Mail shots 1%
Other 13%
1. B2B conferences
2. Internet 29%

3. Language fairs and student expos 12%
4. STM 1.5%
5. Other press 1.5%
Other 5%

Percentage of advisors who recognised each of the following organisations
Acpet 43%
English Australia 71%
NEAS 14%

Languages Canada 57%

Groupement FLE 14%
Souffle 29%
L’Office 0%
Unosel 14%

MEI 43%

Asils 14%
Italian in Italy 14%

Feltom 43%

New Zealand
Eng NZ 71%

Aeple 0%

South Africa
EduSa 0%

Fedele 29%

Abls 29%
British Council 100%
English UK 86%

Accet 43%
CEA 14%

Eaquals 29%
Ialc 57%
International House
World Organisation 29%
Quality English 71%
Tandem 29%

Market growth
When we last analysed the Japanese agent market, future business forecasts were somewhat subdued (see STM July 2011, pages 34-35). However, despite the devastating earthquake and tsunami in March 2011, Japan’s economy started to show signs of recovery. With domestic and government spending driving the market forward, further expansion is expected (see economic overview). Indeed, according to five of the eight surveyed agencies in this month’s Agency Survey, student weeks grew from between five and 50 per cent last year, with one agency reporting stable business. Only one advisor recorded a business downturn of 15 per cent. Overall, average market growth stood at 14.3 per cent, compared with 20 per cent a year earlier.

Language and destination trends
While the vast majority of Japanese students requested English-taught programmes this year – up 1.5 percentage points on the previous year to 94.5 per cent – French, Italian, Spanish, German and Chinese programmes were also in demand. A marked change is the table of preferred destinations this year. The top five destinations requested by agent clientele have all been English-speaking, with Canada moving into first place with a 31 per cent share of the Japanese student market. Australia, the top choice with 39 per cent last year, polled third with 17 per cent.

Student and course trends
This month’s survey indicated that the intention of many students to take a study trip abroad was with further study overseas in mind (up seven percentage points). The next most popular reason was for continued study back home in Japan (26 per cent compared with 18 per cent previously). In terms of programme type, Japanese clients showed an increased preference for intensive language study (39 per cent, compared with 24 per cent). General language programmes were also popular (38 per cent). University foundation and under- or postgraduate degree courses were both requested by four per cent of students.

Agent business
On average, Japanese advisors reported that they currently worked with 128 schools in approximately nine countries but had actively recruited on behalf of 78 school partners in the last 12 months. Agents preferred to meet face-to-face with prospective business partners at agent conferences if looking for new school partners (39 per cent). Alternatively, they performed Internet searches on parties they were interested in working with (29 per cent). Similarly, student clients found their agency via their company website (50 per cent). The language travel sector accounted for an increasing majority of all advisor business (78 per cent, compared with 66 per cent previously). The next most important sectors of agency business were higher education and work & travel (each with a seven per cent share). Two smaller agencies specialised in high school provision.

Looking ahead
Japanese agencies are understandably cautious with their business forecasts, given the economic outlook. Despite this, several agencies hoped business would increase over the next 12 months, with one looking to increase their presence in the secondary school sector. Another acknowledged that more clients were requesting language courses incorporating some work experience.

Economic overview

• According to preliminary data from the Cabinet Office, the world’s third-largest economy grew by one per cent in the first quarter (January-to-March), slightly more than originally forecast, and in contrast to the flat rate performance in the final quarter of 2011.

• The Minister of State for Economic and Fiscal Policy, Motohisa Furukawa, said the economy was likely to see further expansion in April-to-June, but warned of global headwinds. “Our country’s economy is continuing its upward movement. We need to be mindful of risk factors such as the re-intensification in Europe’s sovereign debt crisis.”

• While Japan’s economy appeared to bounce back in the first quarter of 2012, analysts have warned this rate of expansion cannot be sustained with boosts to consumption and investment expected to fade.

• Climbing four per cent against the dollar since mid-March, the strong yen is also cause for concern for exporters.

Sources: The Financial Times; The Telegraph

Japanese agents named a range of programmes they work with, including, in Australia: Navitas, various. In Canada: Burnaby School District, Burnaby, BC; International Language Academy of Canada (Ilac), various; Vancouver English Centre, Vancouver, BC. In South Africa: Cape Studies, Cape Town. In the UK: ETC International, Bournemouth; Leeds English Language School, Leeds. In the USA: Bellevue College, Bellevue, WA; Intrax, various. International: EC; ELS; ILSC Education Group; Kaplan International Colleges (KIC); Language Studies International.

Thank you to the following agency centres for taking part in this survey:
Friendship Study Center and Friendship International; Access International; Ryugakusite.com; Be Ryugaku; International Education Consultants; I.C Nagoya; Little Europe; Ryugaku Journal.

Contact any advertiser in the this issue now

The following language schools, associations and accommodation providers advertised in the latest edition of Study Travel Magazine. If you would like more information on any of these advertisers, tick the relevant boxes, fill out your details and send.






AFA Marketing  
Boa Lingua  
Education Journey  
ESL Education  
Globo Study Sprachreisen  
Idealist Education Consultancy  

CAPS-I (The Canadian Association of Public Schools  
English Australia  
Study Gold Coast  
English in Chester  

COINED International  

Browns English Language School  
English Australia  
Study Gold Coast  

Dialogo Language School  
FAAP - Fundação Armando Álvares Penteado  
GTMI Global Tailor Made Idiomas  

Braemar College  
Centennial College of Applied Arts and Technology  
Edmonton Public Schools  
Greater Saskatoon Catholic Schools  
Greater Victoria School District #61  
Hansa Language Centre  
ILSC - International Language Schools of Canada  
Nova Scotia International Student Program  
Pembina Trails School Division  
Red Deer Catholic Regional School Division  
Sol Schools International (also IH Toronto)  
Sooke School District #62  
St James - Assiniboia School Division  
Toronto District School Board  
VGC Language School  
West Vancouver School District #45  

iMandarin Language Training Institute  

Anglia Ruskin University  
British Study Centres  
Cambridge Education Group  
Churchill House School of English Language  
IALC International  
INTO University Partnerships  
Kaplan International Colleges  
London School of Business & Finance  
Mayfair School of English  
MLS International College  
Queen Ethelburga's College  
St Giles International  
English in Chester  
United International College  
University of Essex - International Academy  
World Language Consultants  


Cambridge Esol  

Alliance Française Paris Ile de France  
France Langue  
French in Normandy  
Institut Linguistique Adenet  
SILC - Séjours Linguistiques  

BWS Germanlingua  
F+U Academy of Languages  
GLS Sprachenzentrum  
Goethe-Institute in Deutschland  
inlingua Berlin  

English For Asia  

Dr. Walter GmbH  

Centre of English Studies  

Linguaviva Centre  

Genki Japanese and Culture School  
Kai Japanese Language School  

EC English Language Centre  

Academic Colleges Group  

CIAL - Centro de Linguas  

pay to study  

Escuela de Idiomas Nerja  
Malaca Instituto - Club Hispanico SL  

EF International Language Centers  

Malta Tourism Authority  
Study Gold Coast  

Annie Wright School  
California State University San Marcos  
English Language Center  
Forest Ridge School of the Sacred Heart  
Liberty University  
New York Language Center  
TLA The Language Academy  
University of California Berkeley  
University of California San Diego  
Zoni Language Centers  

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