August 2013 issue

News Round Up
Inside the industry
Agency Survey
Secondary Focus 1
Secondary Focus 2
Tertiary Focus 1
Tertiary Focus 2
Vocational Focus

Special Report
Course Guide
Regional Focus
Market Analysis

Exclusive award supplement

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On the move

Mark Winkler, CEO of Media Touristik agency in Switzerland, has stepped down after 10 years as Chairman of Salta, the Swiss agency association. The board has unanimously elected Marcel Rüfenacht of Pro Linguis as the new Chairman. Mr Rüfenacht said, “It’s a privilege to lead Salta. It comprises the most powerful players of the Swiss language travel market. But although all members are competitors, it is our mutual aim setting the quality benchmark of our industry and enabling an unforgettable life experience for our clients.”

Joe Aquilina is now head of the sales and marketing team at Clubclass Language Schools in Malta. The school, which entered its 15th year of operation this year, was founded by the Aquilina family and is now run by Mr Aquilina and his wife Iona. Mr Aquilina has been involved in the language travel business since 1998 and has travelled extensively to represent the school in traditional and emerging markets around the world. At a national level he has also been an active member of Feltom for a number of years.

Lyceum English Language Australia in Melbourne, VIC, has appointed Veronika Roeder as their new Marketing Manager. Ms Roeder has a decade of industry experience, previously working at an agency and more recently at schools in the UK. “We are so happy about having Veronika back with us. She completes our team beautifully and we look forward to exciting progress,” said Rosalba Fogliani, Founder and Director of Lyceum.

ACE English Malta, a new boutique language school in Malta, is pleased to introduce its new General Manager, Alex Fenech.  Mr Fenech has been working in the ELT industry for the past 14 years and was the President of Feltom for three years from 2010 to 2013. He told Study Travel Magazine, “The school offers something completely new to the local ELT industry in terms of the state-of-the-art premises, classroom interactivity and fantastic location in one of Malta’s prime tourist destinations.”

Sarah Aitken has been appointed Executive Director of Eaquals. She has overall responsibility for the Eaquals accreditation scheme and consultancy services, as well as leading the development of the association. She is an experienced inspector and served on the Eaquals accreditation panel until taking up her current role. Ms Aitken has worked in language training for over 25 years. She has been closely involved in developing and managing international quality assurance schemes in both the private and state education sectors.

Q&A Educator association

This month, Tony Millins, Chief Executive of English UK, discusses an inaugural trade mission to Libya and what’s new in the UK’s English language teaching industry.

Year established: 2004
Number of members: 463
Type of members: Private and state English language centres
Association’s main role: The advancement of English language teaching
Government recognition: yes
Code of practice: yes
Complaints procedure: yes
Agent workshops/fam trips: yes

T: +44 2076087960
W: www.englishuk.com

What has the association achieved recently?
We have grown to an all-time high of 463 accredited centres in membership: 379 privately owned and 84 state. Our English UK Fairs have gone from strength-to-strength. The most recent, in Lima, attracted 49 agencies, the largest number yet, and we held tremendously successful events in Prague, Dead Sea Jordan, and Macau. We have continued to develop StudyWorld London, with an extra networking event, an informal bowling party. This was so popular that we have expanded it. We have been involved in the ELT strand of the Government’s Education Exports Industrial Strategy, which took us on a scoping visit to Colombia and Mexico with David Willetts, UK Minister for Universities and Science, which included many promising meetings with national and regional politicians and officials up to and including President Santos. In May, around eight of our Cambridge members had a meeting with Immigration Minister Mark Harper, in which we were able to highlight concerns about issues including the crackdown on studying on a tourist visitor visa, writing the ESVV into the Immigration Rules and the extortionate ISI inspections. We signed a two-year Memorandum of Understanding with the Kurdistan Regional Government to develop ELT, including supporting the Human Capacity Development Programme sending thousands of talented young Kurds on Masters and PhD courses outside Iraq. We led a very successful two-day mission to Libya, showcasing what our members and other providers have to offer. We believe more than 600 people attended. The event included masterclasses and practical sessions, networking events, speeches and an exhibition for to academics, business representatives and officials (see news roundup on page 12). We ran a very successful roadshow of agent workshops in three Chinese cities, Beijing, Chengdu and Guangzhou, with the British Council, focused on promoting summer school programmes. Partner agency numbers increased by 30 per cent, with 30 countries represented. We also launched a further two ELT reports on Russia and Japan in May. The plan is to produce up to four reports a year.

What’s new in the UK’s language teaching industry?
There’s a lot of interest in the flipped classroom, where students do more rote-type learning at home, with task-based communication in class. Technological developments include online learning, and mobile learning with various apps. Centres are making a virtue of smartphones and other tablets in class. Creative approaches coming from the Business English sector include soft skills work such as critical thinking, plus innovative training and learning strategies. We are also leading an industry-wide push for continuing professional development among English teachers in the UK, and we’ll announce an exciting initiative at our Teachers’ Conference in November. Business English UK launched its new Excellence in Business English Training award, to reward trainers and highlight worldwide the high quality and innovative teaching in our member centres.

What marketing activities are you planning for the future?
Upcoming English UK fair venues include Beirut and Chiang Mai in 2013 and Vienna and Cartagena in 2014. StudyWorld London continues to develop, with more changes planned.
We are creating a new English UK website, with streamlined navigation and a fresh new look.

Q&A Agent association

This month we interview Julia Richter, Managing Director, of FDSV in Germany.

Full name of association:
Fachverband Deutscher Sprachreise-Veranstalter e.V.
Year established: 1977
Number of members: 22

T: +49 15208425222
E: julia.richter@fdsv.de
W: www.fdsv.de

What has been the main focus of FDSV in the last 12 months?
In 2012 I joined FDSV as Managing Director. We have attended Expolingua as well as several “SchülerAustausch-Messen”/Fairs. We have achieved that the Sprachreise Norm DIN EN 14804 [a type of standardisation] is recognised for Bildungsurlaub [a type of study leave] in Nordrhein-Westfalen. We have the results of the 2012 language travel market research, which we have realised together with the University of Heilbronn.

Last year FDSV started an initiative to gain new members — has this been rolled out?
In 2012 we welcomed ESL Sprachreisen as a new member. For this year we currently have two more members in the pipeline.

How do you ensure standards are maintained among FDSV member agencies?
We have strict quality guidelines. These guidelines are regularly checked by our independent FDSV-consulting committee. They also check the brochures and Internet offers of new members as well as regularly spot test our existing members. They currently check language schools from FDSV-partners in South Africa. Other inspection-trips are planned for England, Ireland and France this year.

Have there been any interesting trends in Germany's outbound student market?
English is still the most important language to study. Malta decreased (19.49 per cent) in 2012. Young learners are starting their language trips even younger. English and French language camps in Germany are becoming more and more interesting for juniors.

What does FDSV have planned for the year?
We are planning a cooperation with the “SchülerAustausch-Messen”/Fairs for 2013/2014 with some nice prizes – namely times 10 Sprachferien Starter-Kits worth €500. We have launched our new FDSV logo. We will present FDSV at the ICEF Workshop in Berlin on November 3 2013.

Industry issues - agents speak out

Q. Does your agency have a policy on Corporate Social Responsibility?

Mary Juusela, Educatius International, USA
“In developing areas of the world, education is one of the most effective tools to fight poverty and build a democratic society. Educatius and Explorius International have committed to contribute positive change around the world, by building on what we do best. We sponsor over 1,000 impoverished students in Tanzania, the Gambia, Ecuador and Brazil. Our ‘one-to-one’ model, via our non-profit foundation AiDucatius – established in 2009 – ensures that for each exchange student who chooses to do their exchange with us, a deserving student in an impoverished region is granted tuition and examination fees for a full academic year. In addition, we provide supplies that we often take for granted – paper, pens, etc – to support entire school communities.”

Krister Weidenhielm, ESL, Switzerland
“The topic of CSR is one of great interest to ESL. In 2008 we redefined our company objectives in terms of sustainable development and launched our own CSR action plan. From there I started a project in 2010 which is an online CSR self-assessment tool specially set up for language schools. It is a questionnaire that also represents an action plan. The goal is to share our own experience at ESL with schools, offering them technical support and guidance to kick off a formal CSR policy. Our CSR self-assessment tool currently has 70 active users and some 150 schools have opened an account. The ones who are actively promoting CSR are listed on our website, giving an additional promotional angle for schools.”

Priscilla Kabakian, CI, Brazil
““CI is a member of Braztoa’s Sustainability Committee which is in charge of creating and organising sustainability requirements for Brazilian tour operators. Last year, this committee promoted an award and CI won one of the prizes for our e-learning system – called Academia CI. E-learning systems are well-known for their cost/benefits. Academia CI has issued over 20,000 certificates to our employees nationwide since 2007. We estimate that we have preserved 25 eucalyptus trees and avoided 70 tonnes of CO2 emissions during the same period. We do encourage our employees to be involved in charity activities. Also, we are encouraging our suppliers chain to let us know what they are doing on this matter so we can improve our business relationship. As a real example, we can mention Ilac in Canada, St Giles International and Alitalia Air.”

Julia Steiner, Agence Julia Steiner, Switzerland
“We have incorporated CSR in the form of ‘giving something back’ to orphans in Kenya and created a legal association in Switzerland: Amis de Heart Children’s Home (Friends of Heart Children’s Home) in Malindi Kenya. In 2008, I discovered seven small children sleeping on two old mattresses on a concrete floor in the slums of Malindi. They were being looked after by a Kenyan lady, Mama Nuru. There are now 30 children and they are currently renting a brick-built house. Education is vital. It is the only way out of the vicious circle of poverty for these kids. AJS already has some school partners who regularly donate to Heart and we are actively searching for more aid. In addition, Heart has a project to build a new orphanage instead of renting: ‘Buy a Brick’. If you would be interested in supporting a really worthwhile charity and giving something back, please do contact us!”

Agency of the month

In a series appearing each month in Study Travel Magazine, we ask a different teaching institution to nominate one of their preferred agencies or advisor partners, and to explain why this person/company is worthy of their nomination.

This month East-West Connection Study in China Programs in China nominates LanguageCourse.net in Spain. Wendy Zhang at the school, explains this decision.

““We are a Chinese school in Beijing running for almost eight years. After the Olympics, Chinese schools have been growing like bamboo after rain, quickly and in great numbers. This has made this industry more competitive and quality becomes a big issue. With so much information accessible these days, students require more and more proof of company validity. To study abroad, especially in China which can be like another world, it is popular and even necessary to hire an agent. A third party helps a lot in this business including helping customers to feel safe. We have no complaints and feel honoured to work with LanguageCourse.net. They clearly inform new students of programme details and make our work easy.”

“What stands out about Wendy and East-West Connection is their can-do attitude. They are true partners in the sense that they understand our common objectives, and make every effort to find solutions. Each booking feels like a job well done.” Natalia Blázquez Sanz, LanguageCourse.net, Spain

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.






Generation Estates  

CAPS-I (The Canadian Association of Public Schools – International)  
Quality English  

CERAN Lingua International  

FAAP - Fundação Armando Álvares Penteado  
IH Sao Paulo  

Abbotsford School District Business Company  
Algoma University  
Avon Maitland District School Board  
Bow Valley College   
Calgary Board of Education  
Camosun College  
CAPS-I (The Canadian Association of Public Schools – International)  
Centennial College of Appplied Arts and Technology  
College of New Caledonia  
COMOX valley - School District 71  
Eastern Townships School Board  
Edmonton Public Schools  
English Montreal School Board  
Georgian College  
Grande Prairie Public School District  
Greater Victoria School District #61  
Halton Catholic District School Board  
ILSC - International Language Schools of Canada  
Langley School District #35  
Louis Riel School Division  
Niagara Academy of Sports  
Nova Scotia International Student Program  
Peace Wapiti School Division  
Pembina Trails School Division  
Pickering College  
Qualicum School District #69  
St James - Assiniboia School Division  
Study Manitoba School Divisions  
Surrey School District  
Waterloo Catholic District SB  
West Vancouver School District #45  

Churchill House/English Home Tuition Scheme  
GSM (Greenwich School of Management)  
Kaplan International Colleges  
London School of Business & Finance  
Quality English  
Queen's College  
St Giles International  
University Campus Suffolk  

Alphe Conferences  
SR Events  

Cambridge Esol  

English For Asia  

ISI Dublin  

Comitato Linguistico  
IH Palermo  
Italian in Tuscany  

Akamonkai Japanese Language School  

International House Sevilla CLIC  

EF International Language Centers  

Malta Tourism Authority  

Besant Hill School  
ELS Language Centers  
Forest Ridge School of the Sacred Heart  
Fork Union Military Academy  
Glenholme School  
IH Pacific (Vancouver, Whistler, San Diego)  
Meritas LLC  
Montverde Academy  
Rutgers Preparatory School  
Zoni Language Centers  

Boa Lingua  
ESL Ecole Suisse de Langues  
Idealist Education Consultancy  
Insight Lingua  
World Study Head Office  

English Australia  

ILSC - International Language Schools of Canada  
Sol Schools International  

British Study Centres  
Cambridge Education Group  
Churchill House/English Home Tuition Scheme  
International House World Organisation  
InTuition Languages  
St Giles International  
Twin Group  
University Campus Suffolk  

Accent Francais  
France Langue  
French in Normandy  

BWS Germanlingua  
F+U Academy of Languages  
GLS Sprachenzentrum  

ISI Dublin  

Dr. Walter GmbH  
Guard. Me  
International Student Insurance.com  

Accademia Italiana  
Scuola Leonardo Da Vinci  

Genki Japanese and Culture School  
Kai Japanese Language School  

Academic Colleges Group  
Languages International  
New Zealand Language Centres - Auckland  

CIAL - Centro de Linguas  

Cape Studies  

International House Sevilla CLIC  
Escuela de Idiomas Nerja  
Malaca Instituto - Club Hispanico SL  

Rennert International  
TLA The Language Academy  

Tellus Group  

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