May 2007 issue

Travel News
Agency News
Agency Survey
Special Report
Market Report
Course Guide
Regional Focus

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Taiwan stable

Taiwan's language travel market continues to grow steadily. Language study abroad, as well as a focus for academically motivated students, now seems to be a pleasurable pastime for many agency clients. Meanwhile, both the UK and the USA lead in the destination stakes.

Key points
The total number of students placed by the 10 agencies in our survey was 2,370

Individual agencies placed between 50 and 600 students on courses per year

Average business growth was nine per cent in the last 12 months

The average length of stay for Taiwanese students was 14 weeks

Higher education placement overseas made up 37 per cent of overall agency business

The UK and the USA share the top spot for most popular language study destination with a 64 per cent joint-share of the market

Five out of the 10 agencies canvassed charge their clients a handling fee

Top destinations Most popular courses
1. UK 32%
2. USA 32%
3. Australia 8%
3. Canada 8%
5. France 5%
5. Japan 5%
7. New Zealand 4%
8. Spain 2%
9. Germany 1%
Other 3%
1. General 33%
2. Intensive 32%
3. Academic prep. 11%
4. Summer vacation 10%
5. Junior 4%
6. Lang. + work. 3%
6. Foundation 3%
7. Business 2%
Other 2%

Reasons for language travel Agency business by sector
1. Studies overseas 30%
2. Pleasure 30%
3. Future work 17%
4. Studies at home 13%
5. Current work 10%
1. Language 55%
2. higher education 37%
3. Work & Travel 4%
4. Internships 3%
Other 1%

How do agencies recruit students?
How do agencies find new schools to represent?
1. Website 46%
2. Word of mouth 31%
3. Seminars to students 11%
4. Adverts in press 4%
Other 8%
1. Workshops 29%
2. Internet 24%
3. LTM16%
4. Fairs or expos 12%
5. ETM 8%
Other 11%

Percentage of agents who recognised each of the following organisations
Acpet 20-%
English Australia 70%

Capls 50%
CLC 40%

Souffle 30%
L'Office 0%
Unosel 0%
FLE 10%

MEI~Relsa 0%

Asils 0%
Italian in Italy 0%

Feltom 0%

New Zealand
Ed. NZ 50%
English NZ 50%
Aeple 0%

South Africa
Eltasa 0%
English SA 0%

Fedele 40%

ABLS 10%
English UK 70%
British Council 100%

Eaquals 10%

Accet 20%
CEA 10%

Ialc 20%
Quality English 20%
Tandem 0%

Market growth
Although only half of the agencies questioned gave an indication of business growth year on year, 60 per cent of those agencies reported that student numbers had either remained the same or improved in the last 12 months. Growth of between five and 30 per cent was reported, with an average growth overall of nine per cent, the same as in our previous survey of business in Taiwan (see Language Travel Magazine, December 2005, pages 14-15). None of the agencies responding reported a decrease in business growth.

Language and destination trends
A considerable change in destination was recorded this year, with Australia losing its lead, accounting for the choice of just eight per cent of clients, down from 33 per cent. Canada also saw a seven per cent decline in market share. The UK and the USA now share top spot, each receiving 32 per cent of students compared with just 11 per cent and 25 per cent respectively last year. English remains the most popular language studied by 77 per cent of Taiwanese students, down slightly from 82 per cent, and nine per cent of students chose to study Japanese, making it the second most popular language to learn.

Student and course trends
The motivation behind 30 per cent of agency clients looking to learn a language abroad appears to be further studies overseas, compared with just 12 per cent last year. Meanwhile, ‘studies at home’ declined in popularity as a reason for study abroad. However, language learning is proving to be a pleasurable pastime for some 30 per cent of agency clients, a significant increase on the 19 per cent of clients in this bracket last year. Again, the most popular course proved to be general language programmes, but it was intensive courses that experienced a boom in popularity with 32 per cent of students opting for a more concentrated method of learning (up from 14 per cent last year). Both academic preparation and summer vacation courses saw a marginal decrease and university foundation courses, not polled in 2005, received a three per cent influx of students.

Agency business
Taiwanese agencies appear to be generating more business through their websites with over 45 per cent of all business now stemming from an agency’s website, up from 29 per cent. However, recruiting students via word-of-mouth is still proving a tried and tested means of recruitment and polls in at 31 per cent, but is down 17 per cent on last year. Workshops have taken over from the Internet as the most effective way to find new schools, and fairs and expos saw a decrease in usage, down from 24 to 12 per cent. The most important sector of agency business was language learning, accounting for 55 per cent of overall business, however higher education polled second with 37 per cent, underlining that further education abroad is a significant business avenue for Taiwanese agencies.

Looking ahead
Taiwanese agents remain optimistic about the future of the language learning sector and nominal growth looks set to continue. Most agents also predict that the USA will pull ahead of the UK as preferred destination of choice.

Economic outlook

Taiwan’s economy showed signs of growth earlier this year with the index of leading indicators for January standing at 108.4 points, up 0.6 per cent from December. The index is used as a gauge for the economy’s direction.

The NT dollar strengthened against the US dollar towards the end of 2006, rising from NT$0.072 to NT$33.055 on the foreign exchange market.

The Taiwanese government forecasts economic expansion of 4.3 per cent this year, up from its previous estimate of 4.1 per cent. Export growth has slowed but domestic consumption and private investment is up. Last year’s economic growth was 4.6 per cent.

Sources: Taipei Times/Commerzbank

Taiwanese agents named a range of language programmes they work with, including, in Australia: University of Sunshine Coast, Maroochydore, QLD. In Canada: Language Studies Canada, various; ILSC, various. In New Zealand: Crown English Language Academy, Auckland; Nelson English Language Centre, Nelson; Languages International, Auckland. In Spain: IH Seville, Seville. In the UK: University of the Arts, London; London School of English, London; Southbourne School of English, Dorset; Basil Paterson College, Edinburgh, Scotland. In the USA: University of California Riverside, Riverside, CA; UCLA, Los Angeles, CA; Long Island University, Brooklyn, NY; ELS, New York, NY; University of California, Santa Cruz, CA; Kaplan, Los Angeles, CA; Aspect, USA; Indiana University at South Bend, South Bend, IN; University of La Verne, La Verne, CA; San Diego State University, San Diego, CA; New England School of English, Boston, MA; Worldwide: Embassy CES/Study Group; Global Village Language Centres.

Thank you to the following agencies for taking part in this survey:
Boanda Group - Taida International Education Services; Dragon Worldwide Education Service Inc.; Miya International Consultancy Services; Cambridge Language Center; Global Education Services; StudyLink Education Advisory Services; Study DIY Overseas Studies Co Ltd; Education Foundation of Europe; UR Edu & Info Co Ltd.; Gogo Study.

Contact any advertiser in the this issue now

The following language schools, associations and accommodation providers advertised in the latest edition of Language 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
Perth Education City

Malta Tourism

International House
       World Organisation

English Australia
Perth Education City

Bodwell College
Cowichan Valley School District # 79
Richmond School
       District # 38
Stewart College of

Mandarin House

World Education

Global Study
       (Karlov College)

Aspect (Australia,
       Canada, Ireland,
       Malta, NZ, UK, USA)
Bell International
International House
International House
       World Organisation
LAL Language and
       (England, Malta,
       South Africa, USA)
Malvern House
       College London
Queen Ethelburga's
Sels College London
St Clare's Oxford
St Giles Colleges
       (Canada, UK, USA)
Study Group
       (Australia, Canada,
       England, France,
       Germany, Ireland,
       Italy, New Zealand,
       South Africa,
       Spain, USA)
Tellus Group
Twin Group

AGISEFE - Université
       de Savoie
Alliance Française,
Home Language
       Austria, Brazil,
       Canada, Chile,
       China, Czech
       Republic, Denmark,
       Egypt, Finland,
       France, Germany,
       Holland, Hungary,
       Ireland, Italy,
       Japan, Malta, NZ,
       Norway, Poland,
       Portugal, Russia,
       Spain, Sweden,
       Switzerland, UK,
       USA, Venezuela)
Institut International
       de Rambouillet
Lyon Bleu
SILC - Séjours
       (England, France,

Carl Duisberg
       (England, Germany)
inlingua Berlin
Prolog- International
       House Berlin

Galway Cultural
High Schools
       (Australia, Canada,

International School
       of English
Malta Tourism

SELF Escola de

       Management AB
       (Russia, Ukraine)

University of

Cape Studies

Pamplona Learning
       Spanish Institute

EF Language
       Colleges Ltd
       (Australia, Canada,
       China, Ecuador,
       England, France,
       Germany, Ireland,
       Italy, Malta, New
       Zealand, Russia,
       Scotland, South
       Africa, Spain, USA)
       (Australia, Canada,
       England, France,
       Germany, Italy,
       Japan, New
       Zealand, Russia,
       Spain, Switzerland,

ALCC - American
ELS Language
       (Canada, USA)
inlingua New York
International House
       San Diego

Kaplan Educational
       (Canada, UK, USA)
University of
University of
       San Diego
University of
       Santa Cruz
Zoni Language
       (Canada, USA)



Bodwell College
Cowichan Valley
       School District # 79
Richmond School
       District # 38
Stewart College
       of Languages