The value of the industry
Canadian embassy strikes end
CEG acquires Boston Academy of English
ATC acquires Winchester School of English
Escola Inglesa launches new English summer course
New Zealand enhances work rights for students
CUK charges students for NHS
Jaos working on unemployed project
News Round Up
Demand for study increasing among young travellers
New tour EFL company launched
ILSC to open in New York
Lila* unveils new housing
Braemar College partners with University of Toronto
Vancouver Global Education City plans revealed
International House welcomes new schools
New student residence opens in London
News in brief
Inside The Industry
On the move
Q&A Educator association: Carolyn Blackmore
Industry issues- agents speak out
Q&A Advisor Association: Vieca
Agency of the month : Harbin Pota Information Consulting Co
English exam prep
The value of the industry
by Bethan Norris, Senior Editor
For anyone working in the study travel industry, this issue’s Special Report comparing the value of the eight main English language destinations is essential reading. The article analyses 2012 industry statistics for average length of stay, average course and accommodation costs and student numbers to come up with a figure estimating the value of the language travel industry in each of the eight destinations and takes a look at how it has changed over the previous year.
In 2012, for the first time, the USA overtook the UK as the highest earning destination for language travel with student numbers for this destination increasing significantly over the last few years. Combined with a decrease in numbers choosing to study in the UK largely put down to the Olympic effect this makes the USA the highest earner in revenue gained from the sector even though it only attracts 16.8 per cent of the student body (compared with 46.8 per cent in the UK).
The fact that the USA is gaining ground in the language travel industry is impressive as it is the only large language travel destination to post an increase in revenue gained in 2012 Australia, the UK and Canada all posted declines. It is clear that after years of visa difficulties experienced by some nationalities wanting to study in the USA, the country is back on top as a destination for language students.
For other destinations that have been going through their own visa upheavals in recent years for example the UK it is encouraging that for some students at least the good reputation of the opportunities available in a destination outweigh other considerations and any temporary declines in popularity due to external factors, such as visa changes, the economy and world events such as the Olympics, can be overcome.
The significant decline in revenue earned by Canada’s language travel industry was the most surprising fact to come out of this report as the country has anecdotally been gaining in popularity due to its heavily marketed immigration pathway options for students. However, this hasn’t translated into revenue earned for this country as average costs, average length of stay and student numbers have all declined.
Looking forward, strike action on behalf of Canadian visa issuing staff in embassies worldwide which took place between April and September this year is unlikely to have helped matters in 2013 and policy makers in this country would do well to take note of the potential for further revenue loss.
Overall, the value of the industry experienced a slight decline in 2012 but still managed to bring in a rewarding US$11,516,055,060. An impressive tally in anyone’s language!