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Japan meandering
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Business prognosis in Japan seems to depend on the agency, with some reporting more positive results than others. A slight decline in university-bound students is one trend to be apparent this year, as is a growth in demand for French language programmes.
| Key points |
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| • The total number of students placed by the eight agencies in our survey was 8,693
• Individual agencies placed between five and 5,000 students on courses per year
• Average business growth was 42 per cent in the last 12 months
• The average length of stay for Japanese students was 12 weeks
• Overall, 74 per cent of Japanese students stayed in host family accommodation when studying overseas
• Only two of the eight agencies charged their clients a handling fee
• On average, agencies worked with 149 schools in 11 countries in the last 12 months
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| Top destinations |
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Most popular courses |
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1. USA 24%
2. Australia 20%
3. France 16%
4. Canada 15%
5. UK 10%
6. New Zealand 9%
7. Italy 1%
7. Malta 1%
7. Spain 1%
10. China 0.5% |
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1. General 42%
2. Intensive 24%
3. Language & work experience 7%
4. Junior 4%
5. Summer vacation 5%
6. Acad/exam prep 3%
6. Business 3%
8. University found. 1%
Other 11% |
| Reasons for language travel |
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Average percentage agency business |
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1. Studies overseas 43%
2. Future work 30%
3. Studies at home 14%
4. Pleasure 6%
5. Current work 5%
Other 2% |
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1. Language learning 67%
2. Work and travel 11%
3. Volunteer 6%
4. Higher education 4%
4. Internships 4%
Other 8% |
How do agencies recruit students?
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How do agencies find new schools to represent? |
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1. Website 43%
2. Word of mouth 10%
3. Seminars to students 5%
4. Advertising in press 3.5%
5. Mail shots 3%
6. Advertising on TV/radio 3%
Other 35.5% |
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1. Internet 38%
2. Workshops 30%
3. Fairs & expos 10%
4. LTM/ETM 4%
3. Other press 2%
Other 16%
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| Percentage of agents who recognised each of the following organisations |
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Australia
Acpet 12.5%
English Australia 37.5%
Canada
Capls 37.5%
CLC 37.5%
Languages Canada 25%
France
Souffle 25%
FLE.fr 0%
L'Office 0%
Unosel 12.5%
Ireland
MEI~Relsa 25%
Italy
Asils 0%
Italian in Italy 25%
Malta
Feltom 12.5%
New Zealand
Ed. NZ 37.5%
English NZ 37.5%
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Portugal
Aeple 0%
South Africa
Eltasa 0%
English SA 0%
Spain
Fedele 25%
UK
ABLS 12.5%
English UK 37.5%
British Council 62.5%
Europe
Eaquals 12.5%
USA
AAIEP 25%
Accet 37.5%
CEA 12.5%
UCIEP 25%
International
Ialc 37.5%
Quality English 37.5%
Tandem 25%
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Market growth
Feedback regarding business growth was extremely varied among the eight Japanese agents that took part in this month’s Agency Survey. Two agents noted that business had grown substantially in 2008 (one agent recorded an impressive 200 per cent increase in their business) while others reported that business had dipped by around 10 per cent. Overall, average business growth came in at 42 per cent, down on the (itself impressive) 73 per cent of last year’s survey (see LTM, October 2007, pages 14-15). Interestingly, one agent noted that the decrease in the number of Japanese students opting to study abroad may be a direct result of escalating surcharges on flights. Meanwhile, two agents agreed that business was much the same as last year and two agents declined to comment.
Language and destination trends
The USA retained the title of top destination among Japanese students this year; attracting 24 per cent of student clients (up two per cent on last year), closely followed by Australia with 20 per cent of the market. As a world region, Australasia faired extremely well in this year’s survey, with New Zealand attracting nine per cent of students (up from one per cent last year). Meanwhile, non-English-speaking destinations continue to go from strength-to-strength with 16 per cent of agency clientele opting to travel to France this year, compared with 10 per cent in 2007. A small percentage of students were interested in journeying to Italy and Spain (one per cent each), a trend that was entirely absent last year. One agency dealt solely with the French language market, although several agencies reported increased interest in French language courses abroad.
Student and course trends
Forty three per cent of agency clientele were taking a language course in preparation for their further studies overseas, only one percentage point more than last year. However, there was a hike in the number of students studying towards an academic course at home, 14 per cent compared with just five per cent previously. Academic preparation courses, considered a growth area in 2006, suffered somewhat (down 10 percentage points to just three per cent this year), while there was a marginal increase in the number of students looking to combine language studies with a work opportunity (from four per cent to seven per cent). One agent said that in the next 12 months internships and volunteering would be a real growth area.
Agency business
Sixty-seven per cent of all agency business fell into the language learning sector this year, compared with 46 per cent previously. Again, there was a real decline in the number of Japanese students interested in tertiary education abroad; just four per cent of agency business fell into the higher education category compared with 34 per cent in 2007. Instead, the work and travel sector picked up momentum and accrued an 11 per cent share of agency business, compared with just six per cent previously.
Looking ahead
Overall, Japanese agents have a positive outlook for 2009. One agent forecast that the 50-plus market would increase considerably in the coming year, while another agent said that academic and foundation programmes in the UK looked set to see higher demand.
Economic overview
• Despite a stronger than expected GDP in the first quarter of 2008, Japan’s economic outlook is weak: GDP is forecast to grow by one per cent in 2008 and 1.2 per cent in 2009.
• Japan’s economy is vulnerable to rising international fuel and commodity prices as the country has few natural resources and depends on imports. Meanwhile, the yen weakened further against the US dollar earlier this year. The revised exchange rate now stands at ¥103.7 to US$1 in 2008.
• Construction and real estate are two areas that have been affected greatly by a weak economy. The number of companies filing for bankruptcy in Japan rose by 4.2 per cent in August this year. 403 construction firms are said to have led the way as well as 244 companies in the services industry.
Source: The Economist and Japan Economy News
Japanese agents named a range of language programmes they work with, including, in Australia: ACE, various; Geos International, various; International College of Queensland Australia, Brisbane, QLD. In Canada: Global Village, various; Pacific Language Institute, various; Vancouver English Center, Vancouver, BC. In France: Accent Francais, Montpellier; Alliance Francais, Rouen; PERL, Paris; Tours Langue, Tours. In New Zealand: Rotorua English Language Academy, Rotorua; Worldwide School, Auckland. In the UK: Avalon Institute, London; Language Specialists International, Portsmouth. In the USA: FLS International, Los Angeles, FL; Intrax Institute, San Francisco, CA. International: EC; EF; Embassy CES; Eurocentres; Kaplan Aspect.
Thank you to the following agencies for taking part in this survey: AJ France, Earthling Co. Ltd, ECC International (Namba Office), Gio Club Study Abroad, My Inc - My Ryugaku Center, NES Study Abroad Center, Language Career Support, Ryugaku Journal Inc.
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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.
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