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November 2009 issue

Contents
News
Agency News
Agency Survey
Feedback
Market Report
Direction 1
Direction 2
Direction 3
Special Report
Course Guide 1
Course Guide 2
Spotlight
Destination
Regional Focus
Status

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Portuguese on the rise

As the official language of 10 countries, Portuguese is estimated to be spoken by around 230 million people worldwide. However, its foothold in the language travel industry has remained relatively modest. But with Brazil’s emergence as a potential powerhouse, it is fast becoming another language to add to one’s repertoire. Nicola Hancox reports.

Considered to be the sixth most common language in the world, Portuguese has a wide geographical spread. Early expeditions by the Portuguese Empire in the 1400-1500s saw colonial strongholds crop up in parts of Africa, Asia and perhaps more notably, South America.

Many of these former colonies adopted Portuguese as their official or co-official language. Consequently, globe-trotting students could well have their Portuguese put to the test if they ever found themselves in Macau – an administrative region of China – East Timor, Angola, Guinea-Bissau, Mozambique, Equatorial Guinea and the island nations of Cape Verde and São Tomé & Príncipe just off of the African coast.

Some evidence points to the fact that Portuguese has the highest growth potential as an international language in South America and Africa. If you consider that by 2050, Africa alone stands to represent 83 million Portuguese speakers and South America a further 252 million, this seems highly plausible. What is certain, however, is that the language is gaining in popularity as a second language to learn.

Educators in both Portugal and Brazil are quick to point out its growing popularity. Marcos de Campos Bueno from It’s Cool Idiomas in São Paulo, Brazil – who founded his school in 1993 – says, “The main difference between now and then is the rising number of students looking for Portuguese lessons in Brazil”. Sheila Waksman from Basica Lingua in Salvador, Brazil concurs. “Each year, the Portuguese language travel market is growing and we firmly believe it will continue to do so,” she asserts. While some providers reflect that Portuguese makes a pleasant change from the proverbial norm (most notably English or Spanish), contributing factors such as Brazil’s booming tourism industry and its uprising as a global conglomerate are making it a sensible language to get to grips with.

Ana Cecília Ribas de Aguiar Poluhoff from the Business and International Communication School (BICS) in São Paulo has witnessed a surge in the number of corporate clients opting to learn Portuguese of late. “Most of the demand is for business Portuguese,” she says and she reasons this could well be down to the fact that along with Russia, India and China (the BRIC nations) – Brazil was labelled one of the fastest growing economies by Goldman Sachs. In fact, by the year 2050 ,analysts predict that BRIC could possess more economical clout than some of the world’s richest countries.

“Brazil is growing economically,” agrees Waksman. “Most economists here are very optimistic. Inflation is under control and up until now the world crisis hasn’t affected Brazil like other countries.” Indeed, with Brazil’s economy shifting into overdrive, it is fast becoming the place to conduct business, claims Martha Ghizzo from The Language Club in Florianopólis, Brazil. As a result, their bookings for language courses have noticeably increased. “The market has definitely been growing in Brazil. That can be perceived by the number of conferences, courses and books published in the area and the regular demand for Portuguese courses along the year.”

Providers in Portugal report a similar story with most of those canvassed for this article reporting that a majority of clientele are business people. However, Ernesto Pinho from the Fast Forward Language Institute in Porto says that at his school, “It is a mix of work, study and pleasure” that entices students. “For example, the majority of students we get from the UK and the USA are university students who come to Portugal to study Portuguese for academic reasons,” he explains, “while students from Germany, Switzerland and Italy tend to study Portuguese for pleasure or cultural reasons.” Alexandra Borges de Sousa from CIAL – Centro de Linguas in Lisbon has also experienced booking variation of late. “At first, most of our students needed the language for professional reasons. Today, we see an increase both at the level of university students and in students who do it for pleasure, in combination with a vacation in our country,” she agrees.

There are slight differences between the South American and European markets and Natalia Barata from the See Learning Center in Amadora, Portugal, notes that given the language originated in what is now Galicia (an autonomous community in the north of Spain) the dialect taught in Portugal is purer than among their Brazilian contemporaries. This, she claims, lends itself to an authentic language learning experience in Portugal. “Students are integrated in an ancient European culture, living history and traditions but never forgetting the new trends. This makes Portugal undoubtedly a better choice when comparing with other native Portuguese markets such as Brazil,” she reasons. However, Borges de Sousa ventures, “There are only 11 million speakers of Portuguese in Europe, so [the future of the market] will depend a lot on the strength and dynamism of Brazil and other non-European countries.”

Branded the sweet language by Miguel de Cervantes, the Spanish novelist, poet and playwright, Portuguese’s future as a language teaching market does look set to prosper. Adriana Lago de Carvalho from the University of Minho in Braga, Portugal, sees real growth potential in the African continent, particularly Angola, with its booming oil industry. “[Angola] shows important levels of economic growth which obviously has a strong impact on commercial transactions and the job market,” she states. Colin McMillan from IH Lisbon adds, “We’re hopeful that the Angolan market continues to develop and that people will choose Portugal as a language stepping-stone and also that with this growth in Africa, Portuguese becomes like Spanish, and Italian – a fashionable option,” he states.


Contact any advertiser in 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.

Name

Company
Country

Telephone

Email


ACCOMMODATION
Global Immersions
      Inc  
NYC Language
      Vacations 

AGENTS/CONSULTANTS
Boa Lingua  
Students
      International

ASSOCIATIONS/GROUPS
British Council  
English Australia  
Feltom Malta  
International House
      World Organisation  
Languages Canada /
      Langues Canada  
MEI Ireland  
Perth Education City
Quality English  

EVENTS
Feltom Malta  
IALC International  
IEFT- International
      Education Fairs of
      Turkey  
International House
      World Organisation  

EXAM BOARDS
Pearson Education  

INSURANCE
Student Guard
      Insurance  

SERVICES
InTouch  
StudentMarketing  

TOURIST BOARDS
Malta Tourism
      Authority  
Perth Education City

WORK EXPERIENCE
Twin Group
      (Ireland, England,
      USA)
Training Partnership
      Ltd. (The)  
English Bay College
Australian Internships
Professionals UK  
PractiGo GmbH  
GEM Placements  

ARGENTINA
Ecela - Latin
      Immersion 
      (Argentina, Chile,
      Peru) 

AUSTRALIA
Ability Education
Australian Internships
Language Studies
      International  
Pacific Gateway
      International College
Perth Education
      City  
Shafston
      International
      College University
University of
      Tasmania  
University of
      Western Sydney
      College  

BELGIUM
CERAN Lingua
      International 
      (Belgium, England,
      France) 

BRAZIL
Bics
      (Business & Intl
      Communication
      School)
Bridge Linguatec  
      (Argentina, Brazil)
Fast Forward  
      (Brazil, Portugal)
The Language Club
      (TLC)  

CANADA
Access International
      English Language
      Centre  
Berlitz Canada  
Camosun College  
College Platon  
East Coast School
      of Languages
      (ECSL)  
ELS Language
      Centres  
English Bay College
English Language
      Training College
      ELTC
English School of
      Canada  
Eurocentres,
       Vancouver  
Geos Language
      Academy  
Global Village  
      (Australia, Canada,
      USA)
Public Schools of
       the Canadian
      Rockies
Hansa Language
      Centre of Toronto  
Herzing College  
ILAC - International
      Language Academy
      of Canada  
ILSC - International
      Language Schools
       of Canada  
ITTTI Vancouver  
Languages Canada /
      Langues Canada  
Language Studies
      Canada  
National School of
       Languages  
Ottawa International
      Student Programmes
       (OISP)  
Public Schools of
       the Canadian
      Rockies  
Richmond School
      District #38  
Rocky Mountain
      School District  
Saint Mary's
      University  
Southeast Kootenay
      School District No. 5  
Stewart College
      of Languages  
Student Guard
      Insurance  
University of Toronto
University of Victoria
VanWest College  

CHINA
Mandarin House  

EGYPT
IH Cairo  

ENGLAND
Anglophiles
      Academic 
      (England, Ireland,
      USA, Cyprus,
      Canada)  
Ardmore Language
      Schools  
Bell International  
      (Malta, UK)
British Council  
Bury Language
      School  
Camp Beaumont  
English Language
      Centre Brighton &
      Hove  
English Studio  
GEM Placements  
Harrow House
      International
      College  
IALC International  
International House
      World Organisation  
Isis Group/
      StudyCentres  
Kaplan Aspect  
      (Australia, Canada,
      Ireland,Malta, New
      Zealand, South
      Africa, UK, USA)
LAL Language and
      Leisure  
      (Canada, Cyprus,
      Ireland, England,
      South Africa, Spain,
      Switzerland, USA)
LITE - London
      Institute Of
      Technology And
      English  
Malvern House
      College London  
Plus 
      (Canada, Ireland,
      Italy, Malta, UK,
      USA)
Professionals UK
Quality English
Queen Ethelburga's
      College  
Spinnaker College
St Giles Colleges 
      (Canada, UK, USA) 
Study Group 
      (Australia, Canada,
      England, France,
      Germany, Ireland,
      Italy, New Zealand,
      South Africa, Spain,
      USA)
Training Partnership
      Ltd. (The)  
Twin Group 
      (Ireland, England,
      USA) 
University of Essex -
      International
      Academy  

GERMANY
BWS Germanlingua 
Carl Duisberg
      Medien GmbH  
      (England, Germany)
inlingua Berlin  
International House
      Berlin - Prolog  

IRELAND
Atlantic Language
      Galway  
Galway Cultural
      Institute  
MEI Ireland  

ITALY
DILIT -
      International House  

JAPAN
Kai Japanese
      Language School  
Tamagawa
      International
      Language School  

MALTA
Clubclass
      Residential
      Language School  
Easy School of
      Languages  
EC English
      Language Centre 
       (England, Malta,
      South Africa, USA)
Feltom Malta  
Linguatime  
Malta Tourism
      Authority  
NSTS  

PORTUGAL
CIAL - Centro de
      Linguas  

SCOTLAND
EAC Language
      Centres and Activity  
      Camps.  
      (England, Ireland,
      Scotland, Wales)

SOUTH AFRICA
Language Teaching
      Centre  

SPAIN
Pamplona Learning
      Spanish Institute  
Malaga Si  
International House -
      Riviera Maya
      (Spain, Mexico)  

SWITZERLAND
Boa Lingua  
EF Language
      Colleges Ltd  
      (Australia, Canada,
      China, Costa Rica,
      Ecuador, England,
      France, Germany,
      Italy, Malta, New
      Zealand, Singapore,
      South Africa, Spain,
      USA)
Eurocentres
      International 
      (Australia, Canada,
      England, France,
      Germany, Italy,
      Japan, New Zealand,
      Russia, Spain,
      Switzerland, USA) 

USA
Access to
      Language Studies  
California State
      University San
      Marcos  
Geos North America
Global Immersions
      Inc
IH New York  
Inlingua Language
      Centers  
NYC Language
      Vacations  
University of
      California Riverside
University of
      California San Diego
Zoni Language
      Centers  



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