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Contents - May 2004


Special Report
Perfect placement
Ensuring a fully satisfied client at the end of a language travel course is the ideal perfect placement. However in an industry that aims to provide an intercultural learning experience, there are many potential problems that could crop up. Agents and schools need to pay attention to detail, encourage student feedback and work together to minimise any potential problems and misunderstandings. With this in mind, a perfect placement is within their grasp, as Jane Vernon Smith reveals.


Market Report
Italy's game plan
European countries are the main focus of interest for a number of Italian language schools at the moment, as there are various anecdotal reports that visa denials are holding back student enrolments from a number of countries. Another reason is the climbing value of the euro.



Destination
Australia's all-round appeal
Language students studying at any of the number of schools located near Australia's vast coastline have many opportunities to take part in activities that revolve around the popular beach culture. But Australia has many more activities to offer too, not to mention its friendly population.



Opinion

Global game plan
There are current disputes and wars in the world that do little to encourage tolerance and understanding between nations, but fortunately, there are also examples of integration and countries becoming politically closer, which is good news for global understanding, international exchange and by default, the language learning industry.

An example of such a positive development is the enlargement of the European Union (EU), which occurs on May 1. Demand to learn English is likely to increase from the 10 accession states and many higher education institutions in the UK are expecting more enrolments from nationals in the new EU countries.

Increased migration between countries in the EU is also expected, which in turn fuels bilingualism. According to the author of a new report about the future of languages, English is likely to remain the international lingua franca among multilingual families and international businesses.

However, the report warns that English will become only one of several important languages that global citizens will need to be able to speak in the future in order to gain access to maximum opportunities. Other languages of significance will include Chinese (Mandarin), Urdu and Spanish.

If such trends do eventuate, then the language learning market could be a very different place, with Chinese language schools competing in equal numbers with English and Spanish language teaching institutions. Education consultants could find themselves busier than ever, with their clients wanting to study at least two languages overseas each year.

As we report in this issue, most agents and consultants like to visit the institutions that they represent personally, in order to be able to match their clients with the appropriate type of institution and ensure one aspect of a successful placement. Workshops with a regional focus, such as the recent Alphe workshop in Korea, might become regionally biased in terms of educators as well as agents in the future, if such trends evolve and language schools based in Asia increasingly promote themselves to overseas agents. Local fam trips to visit schools in Asia after a workshop might also become commonplace.

There are many interesting scenarios for future growth in the international education industry. As usual, all growth predictions are dependent upon countries' visa legislation. The latest figures to be issued in the USA provide more evidence that current immigration rules are restricting the influx of graduate and undergraduate students into the country, while the UK is hailing its amended visa process as being one contributory factor that has enabled the country to meet its growth objectives for international students in the higher education sector.

Italian language schools reveal that they are looking to increase student numbers from fellow European Union countries in many cases, as visa issuance for study in Italy has also been a problem for nationals from certain non-EU countries.

The existence of a national educator association that can lobby its government to consider the interests of the industry when amending visa law is clearly all-important. The Canadian Association of Private English Language Schools (Capls) acknowledges that as one of its central aims, the association intends to 'continue to develop a strong dialogue and spirit of cooperation with government agencies'.


Opinion
Global game plan
There are current disputes and wars in the world that do little to encourage tolerance and understanding between nations, but fortunately, there are also examples of integration and countries becoming politically closer, which is good news for global understanding, international exchange and by default, the language learning industry.

News
Market steady as attacks rock Spain

UK innovation honoured again at 'Elton' awards
Mandarin to be language of future, says report
Shane Global Village to separate
UC Berkeley closes down
Yes Education Centre bought by Ardmore

Travel News
Price cuts in low-cost sector
UK international marketing efforts go online
Virgin Blue has
competition

Agency News
Alphe Korea offers Asian focus
Gwea holds its first show
AAIEP to hold agent
reception at Nafsa

Agency Survey
Germany looking up
Overall market growth in Germany last year was muted, according to the agents who took part in our Agency Survey, although prospects for the future are looking up.

Feedback
Spain feedback
An increasing diversity in the classroom and high levels of student satisfaction characterise this year's Spanish Feedback Survey. However, agent usage among students has decreased year-on-year.

City Focus
Munich's magic
A big city with a small town feel and plenty of attractions for all age groups means that Munich is sure to work its magic on any language travel student. Gillian Evans takes in the city's charms.

Course Guide
US high school year
International students who want to study on a US high school programme have a number of choices of where to study. Below is a list of schools and colleges in the USA that provide high school programmes for international students, either for a minimum of one year or less.

Q&A
Capls consolidation
The Canadian Association of Private Language Schools (Capls) has spent the last year improving the internal functions of the association and strengthening its links with government. Valerie Richmond, President of Capls, answers our questions about the association's plans for the future.

Status
Status: Ireland 2003
The Status survey is a venture by Language Travel Magazine that aims to gather specific market data about all of the main language teaching markets in the world. Through our initiative, it is now possible to compare world market statistics.