July 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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Turkey emerges

With an emerging economy that appears to be performing well, study abroad advisors in Turkey have sustained business growth over the last 12 months. Meanwhile, the UK is still the number one destination for students.

Key points
The total number of students placed by the 13 advisories in our survey was 5,753

Individual advisories placed between 48 and 2,000 students on courses per year

The average length of stay for Turkish students was 11 weeks

Overall, 69 per cent of Turkish students preferred host family accommodation when studying overseas

A higher percentage of advisory clients were studying abroad for future work, namely 28 per cent

Language learning is the most lucrative sector of the study abroad market for Turkish advisors

Top destinations Most popular courses
1. UK 41%
2. USA 18%
3. Canada 12%
4. Malta 7%
5. Australia 6%
6. Germany 4%
7. France 3%

7. South Africa 3%
9. New Zealand 2%
9. Spain 2%
Other 2%
1. General 30%
2. Intensive 28%

3. Junior 10%
4. Academic/exam prep 8%
4. Under/postgraduate 8%

6. Summer vacation 5%
7. Business 4%

7. University foundation 4%
9. Language plus work experience 1%
Other 2%

Reasons for studying overseas Average percentage advisor business
1. Future work 28%
2. Further studies overseas 22%
3. Further studies at home 21%

4. Current work 19%
5. Pleasure 8%
Other 2%
1. Language programmes 68%
2. Higher education 13%
3. Secondary education abroad 5%
4. Internships 4%
4. Work & travel 4%
4. Volunteering 4%
Other 2%

How do advisors recruit students?
How do advisors find new schools to represent?
1. Word-of-mouth 62%
2. Website 14%

3. E/online marketing 7%
4. Mail shots 7%
5. Seminars to students 5%

6. Advertising press 1%
Other 4%
1. B2B conferences
2. Language fairs and student expos 19%
3. Internet 18%

4. STM 11%
Other 5%

Percentage of advisors who recognised each of the following organisations
Acpet 25%
English Australia 67%
NEAS 33%

Languages Canada 75%

Groupement FLE 25%
Souffle 33%
L’Office 17%
Unosel 0%

MEI 58%

Asils 8%
Italian in Italy 25%

Feltom 83%

New Zealand
Eng NZ 50%

Aeple 0%

South Africa
EduSa 25%

Fedele 33%

Abls 25%
British Council 92%
English UK 100%

Accet 58%
CEA 25%

Eaquals 58%
Ialc 75%
International House
World Organisation 75%
Quality English 92%
Tandem 67%

Market growth
Turkey is, according to the International Monetary Fund, a key emerging economy; it has more than doubled its per capita income over the past 10 years. This growth is perhaps realised by the outbound student market which, according to surveyed agents, experienced growth of 13.8 per cent over 2011. Given that we last analysed Turkey in 2010 (see LTM, May 2010, pages 34-35), it is hard to compare business operations like-for-like. But, of the 13 agencies in this survey, 10 documented a business increase of between five and 50 per cent. While one agency reported stable business, two noted business decreasing by 10-to-15 per cent.

Language and destination trends
Similar to 2010, the UK was the top choice for Turkish students (41 per cent). However, numbers have started to tail off, with the USA (18 per cent) and Canada (12 per cent) jostling for position. Malta (seven per cent) and Australia (six per cent) both increased their market share since last time, perhaps indicating a new direction for Turkish students. English remained the preferred language (82 per cent), followed by German (six per cent) and French (five per cent).

Student and course trends
General (30 per cent) and intensive language programmes (28 per cent) were the top course choices, in keeping with previous results. Only recently have we started tracking trends in other course types, most notably under- or postgraduate degrees. Eight per cent of clients requested this provision, while a further eight per cent looked to enrol on academic prep/exam courses and four per cent on university foundation programmes. Interestingly, both options are considered preludes to a degree. Yet studying overseas for the sole purpose of further education was not the most popular reason (22 per cent, compared with 14 per cent previously). Instead, future work was a huge motivator for 28 per cent of students.

Advisor business
Language learning represents 68 per cent of business for Turkish advisory centres. Despite it being the mainstay of business (one reported all outgoing business was for students studying language abroad), it is not the only business area. Higher education accounted for 13 per cent, followed by secondary provision (five per cent). Turkish advisors placed great importance on agent or b2b workshops, with this accounting for 47 per cent of all new partners found (compared with 25 per cent previously). A majority of students (62 per cent) found their agency via a word-of-mouth recommendation. On average, canvassed agents had been actively sending students to 31 different schools in the last 12 months.

Looking ahead
One advisor sees the number of university students wishing to study English for future studies, or as part of the Erasmus student exchange programme, increasing. Another agency plans to expand its university portfolio as demand for postgraduate applications rises. Universities in the US are particularly appealing, they added. Changes to visa regulations in the UK and Australia – particularly in regards to higher education – could help the number of prospective students increase for another advisory centre.

Economic overview

• “Turkey has had a remarkable period of growth over the last ten years, more than doubling per capita income and reducing poverty,” said the International Monetary Fund’s Christine Lagarde. “However, vulnerabilities are arising as a result of the large current account deficit financed by short-term capital flows. This is why it is important that Turkey should continue to implement a sound combination of macroeconomic, fiscal, and structural reforms to sustain stability and growth into the future,” she added.

• Indeed, Turkey’s rapid recent growth comes with side-effects that have left its economy vulnerable. One concern is inflation, which was 10.4 per cent in March – well above the central bank’s target and the inflation rates of most of Turkey’s emerging-market peers. A bigger concern is Turkey’s growing dependence on foreign capital to fuel its economy: its current-account deficit averaged 10 per cent of GDP last year. Turkey’s deficit, measured in dollars, is second only to America’s.

• Figures released in April showed that Turkey’s GDP rose by 8.5 per cent in 2011 after a nine per cent increase in 2010. Jim O’Neill of Goldman Sachs, who coined the acronym BRIC to denote the big emerging economies of Brazil, Russia, India and China, has included Turkey in MIST, a second tier of biggish rising stars, alongside Mexico, Indonesia and South Korea.

Source: The Economist, IMF

Turkish advisors named a range of programmes they work with, including, in Australia: Navitas, various. In Canada: Global Village, various; Hansa Language Centre of Toronto, Toronto, ON; Ilac, various; ILSC, various. In Germany: Humboldt-Institut, various. In the UK: Anglo Continental School of English, Bournemouth; British Study Centres, various; ELC Group, various; Exsportise, Haywards Heath; International Quest, Bournemouth; Melton College, York; Moira House – International Summer School, Eastbourne; Oise, various; Oxford House College, London, New School of English, Cambridge; Plus, London; Regent, various; St Giles, various; Wimbledon School of English, London. In the USA: Ardmore Language School, various; Intrax International Institute, San Francisco, CA; TLA-The Language Academy, Fort Lauderdale, FL. International: EC; ELS; Embassy CES; Eurocentres; LSI; Kaplan International Colleges; Kings Colleges; Sprachcaffe Plus.

Thank you to the following advisory centres for taking part in this survey: Easy Education Abroad Counselling; Genctur Tourism and Travel Agency; Can.be International; Karya International; UKLA Abroad Educational Counselling; Atlas Education; End International Edu; Turkuaz International Education Consultancy; Idealist Education Consultancy; Alternatif Education Counselling Services; Setur Services A.S; Test Education Centre; 1dil1insan.

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.






English Australia  
MEI - Marketing English in Ireland  
Perth Education City  
Study Gold Coast  
English in Chester  
Forest Ridge School of the Sacred Heart  

English Australia  

Perth Education City  
Study Gold Coast  

Bow Valley College  
Braemar College  
Centennial College  
College of New Caledonia  
Connect School of Languages  
Georgian College  
Hansa Language Centre of Toronto  
Humber Institute of Technology and Advanced  
Omnicom School of Languages  
Seneca College of Applied Arts and Technology  
St James Assiniboia   
York University English Language Institute  
iMandarin Language Training Institute  

Camp Beaumont  

English in Chester  
Embassy CES   
International House London  
INTO University Partnerships  
Kaplan International Colleges  
London School of Business & Finance  
Queen Ethelburga's College  
Stafford House   
St Giles International  
University of Essex - International Academy  
Wimbledon School of English  
Alphe Conferences  

Cambridge Esol  

Trinity College London  
TOEFL Educational Testing Service  
Active Language Learning  

Centre of English Studies  
Clare Language Centre  
English Language Academy ELA  
Galway Cultural Institute  
Galway Language Centre  
Language College Ireland  
University College Cork Language Centre  
Clubclass Residential Language School  

Malta Tourism Authority  
Maltalingua Ltd.  
CNN International Language School  

EIEN Power  
Global Standard  
MDL Cebu Language School  
Paradise English  
International House - Sevilla CLIC  

Xul Comunicación Social  
EF International Language Centers  

Eurocentres International  
Malta Tourism Authority  

California State University San Marcos  

ELS Language Centers  
Forest Ridge School of the Sacred Heart  
University of California San Diego  
Zoni Language Centers  

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