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Contents - October 2005


Special Report
The global market
2004 was a difficult year for some English language teaching destinations, as our annual analysis of the global English language teaching market reveals. The UK, USA and Canada all saw overall declines in student weeks taught while Australia and Malta turned in a more positive performance. Amy Baker reports.


Direction
Working as one
New national agency associations are continuing to spring up around the world, while the established associations are expanding their services for members. Gillian Evans finds out more.



Destination
German diversity
Germany offers a range of different study experiences in towns and cities that each have their own unique attributes and selling points. Jane Vernon Smith tours Germany: the heart of Europe.



Opinion

Strength not size
SIn our annual global market analysis, the UK proves that it remains the heavyweight of the industry, with well over one-third of the entire ELT market by volume taught in the UK (pages 22-26). Year on year, there has been some change, with Australia positioning itself as an increasingly likely podium contender. It is possible that Australia could knock Canada or the USA out of the top three in a few years if current trends prevail and it continues to position itself as a long-term study destination with study and migration pathways clearly linked.

Overall, the UK';s stronghold shows little danger of weakening but that said, the UK has had a headstart on other study destinations, and it also has more language schools in the country than Australia or New Zealand, for example. When measuring market share, it is also important to remember market size. Malta is a small country, but it is one of the most robust destinations at present, and it posted the most healthy increase in student weeks last year.

Changes in market performance are inevitable and healthy competition keeps the global English language teaching industry on its toes. As pointed out by Tony Millns of English UK, competition is increasingly coming from other quarters too, such as in-country training institutions or overseas branches of schools based in traditional ELT markets. While this is a separate area from teaching the study abroad market, it represents another revenue opportunity for institutions and is an interesting avenue. The free trade agreements between New Zealand and Chile, Brunei and Singapore certainly pave the way for institutions in New Zealand to consider such a venture (page 6).

Some nationalities favour learning a language in-country, but a study abroad market can develop when social and financial trends alter. Chile looks like it might be one such country that becomes a stronger contender for marketing attention as the outbound study market strengthens. A working holiday visa deal brokered between Chile and Australia is sure to be beneficial for schools in Australia (page 7), while the emergence of a new Chilean agency association suggests that the entire study abroad marketplace is becoming more serious (page 10). Ukraine too might soon receive more attention, since institutions attending the first study abroad fair there testify to the genuine intent of local students (page 10). The strength and development of a market is as important a consideration as overall size.


Opinion
Strenght not size

News
UK: TB checks and points-based visa system in pipeline
Malta gets tough on Chinese students
Language school founder's book sales rise
NZ signs deal with Chile
Brunei and Singapore
Australia signs working holiday deal with Chile


Travel News
Low-cost sector under threat
New aviation tax to fund aid for poor countries?
Steady gains in Europe

Agency News
New Chilean association of agents
First Ukraine fair sparks second series
Shane Global

Agency Survey
Brazil's strength
The Brazilian language travel market soared in 2004, building on the promising growth experienced during the previous year.

Feedback
USA
A wider student mix characterised this year's Feedback survey of students studying in US language schools, although some students still found that a few nationalities dominated in the classrooms.

Course Guide
Internships in the UK and USA

Spotlight
Business English in Canada
Executive language courses in Canada are evolving to meet the needs of the business world, as well as individual clients, and the increasing popularity of such courses attests to their success.

City Focus
London's attractions
London is a first-choice destination for many students going to the UK and few return home disappointed. Bethan Norris finds out how this capital city lives up to its reputation as one the world's most exciting places to visit.

Status
Spain 2004
The Status survey is a venture by Language Travel Magazine, which gathers specific market data about all of the main language teaching markets in the world. For the first time, it is possible to compare world market statistics.