October 2013 issue

News Round Up
Inside the industry
Agency Survey
Secondary Focus 1
Secondary Focus 2
Tertiary Focus 1
Tertiary Focus 2
Vocational Focus

Special Report
Course Guide
City Focus
Market Analysis

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Brazil stands firm

Business was good among agency respondents, mainly due to a strong economy and job prospects driving study abroad demand, says Bethan Norris.

Key points
The total number of students placed by the 26 agencies in our survey was 26,874

Individual agencies placed between 2 and 8,000 students on courses per year

Average business growth was 25.2 per cent in the last 12 months

The average length of stay for Brazilian students was 8.2 weeks

Overall, 55 per cent of Brazilian students preferred host family accommodation when studying overseas

The largest percentage of Brazilian students (38 per cent) were studying for the purpose of further studies overseas

Language study is the largest sector of the study abroad market in Brazil (62 per cent)

Most popular course requests Average percentage of agency business by sector
1. General 35.5%
2. Language plus work 16%
3. Intensive(+25 hrs) 15%
4. Summer 11%
5. Junior 7%
6. Business lang. 3.5%

7. Uni foundation 3%
8. Undergraduate 1%
Postgraduate 0.5%
Other 7.5%
1. Language programmes 62%
2. Secondary school 16%
3. Work and travel 10%
4. Higher education 4%
5. Internships 3%
6. Volunteering programmes 0.5%
7. Other 4.5%

Reasons for studying overseas Top destinations

1. Future work 38%
2. Further studies at home 26%
3. Current work 14%
4. Pleasure 11%
5. Further studies overseas 6%
6. Other 5%

1. USA 24.8%
2. Canada 23.6%
3. UK 17.6%
4. Ireland 8.3%
5. Australia 7.9%
6. Spain 4.3
7. Malta 3.9%
8. New Zealand 3.3%
9. France 2.1%
10. South Africa 1.5%
11. Other 2.7%

How do agents recruit students?
How do agencies find new schools to represent?
1.Word-of-mouth 49%
2. E/online marketing 13%
3. Website 12%
4. E/online marketing 8%
5. Advertising in press 6%
6. Advertising on TV/radio 6%
7. Seminars to students 4%
8. Mail shots 3%
9. Other 7%
1. b2b conferences 31%
2. Student fairs and expos 30%
3. Internet 28%
4. STM 4%
Other 7%

Market growth
The outgoing study abroad market in Brazil is going from strength to strength as the average growth figure posted by the 26 agencies in this month’s Agency Survey was 25.2 per cent. This is a marginal decrease on last year’s growth of 30 per cent (see STM, October 2012, pages 22-23) but still points to a very positive year for study abroad agencies in Brazil. All of the agencies in our survey posted an increase in their business over the last 12 months, apart from one who revealed that business had stayed the same and one who didn’ answer the question. Individual figures ranged from five per cent growth to 80 per cent growth. According to individual agencies, factors affecting the positive growth rate in study travel business include Brazil’s growing economy as well as the demands of local businesses in the country. Rodrigo Chavez from English for Business says, “Companies are growing and expanding overseas as well as large multinationals increasing their activities in the country, demanding English from applicants and employees.” He also adds, “Brazilians are travelling more to the USA – for shopping – and the UK – for tourism – and they want to communicate better.”

Language and destination trends
While English is definitely the language of choice for Brazilian students to study in – requested by 87 per cent of clients – the destinations chosen by students are changing, according to agencies. The USA, Canada and the UK were the top three destinations again this year but Ireland is creeping up the popularity table, making it into the fourth most requested destination this year. Sauanne Bispo from Go Abroad Intercambio says that Ireland particularly appeals to students who want more value for money. “The cheap year programmes, the possibility to travel round Europe, the previous visa waiver and the work permit are the reasons for so many Brazilian students to travel to this country,” she says. Bispo adds that the USA is still the dream for many Brazilian students and is particularly popular with female students wanting to undertake an au pair programme. “It is the best option as the au pair programme is pretty cheap and provides creal immersion,” she says. “[As for Canada] I think the life quality and the possibility to work during their studies, the high standard of education and the immigration process to Quebec invites people to Canada more and more.”

Student and course trends
A greater number of Brazilian students were studying overseas for future work purposes than last year (38 per cent compared with 31 per cent) while only six per cent said that they intended to go on to further studies overseas (compared with 25 per cent last year). This is a big decrease for this motivational factor and perhaps reflects Brazil’s growing economy as students return home to find jobs after their study abroad experience. General language programmes remained the most requested by Brazilian students, with intensive programmes and language plus work experience also a popular choice. Junior and summer vacation programmes also increased in popularity this year, reflecting the less academic focus behind many students’study abroad trips. Eliana Gleide Viera Silva from Best Way Intercambios e Turismo adds that Brazilian students might be interested in other types of education courses overseas but unable to undertake them. “Higher education is not affordable for most of the students,” she says. “They show interest but we face two big challenges: the high cost and the advanced language skills required.”

Agency business
Language school placements remained the mainstay of many agencies’ business in Brazil, making up an average of 62 per cent of total placements. Individual businesses placed between five and 100 per cent of their students in language programmes last year. One agency focussed their work entirely on secondary and volunteering placements and the percentage of average agency business dealing with secondary placements increased from 13 per cent to 16 per cent this year. Bispo says that volunteering and work experience placements have become more popular with Brazilian students as a way of immersing themselves in the language and culture of the country they are studying in and gaining experience likely to appeal to an employer. “The importance of [having an] experience and helping communities is a point [looked for] by the employer,” she says. “What does this person do in their free time? What kind of person am I about to hire? Social contribution is a goal. ”

Looking ahead
When asked about the future, many of the agencies in our survey said that they expected business to grow and diversify. One agency expected to diversify into postgraduate courses in the future as well as dealing with schools in non-English speaking destinations as students wanted to learn languages other than English. However, some agencies expressed fears that business would not be as buoyant as in the past due to changes in the economy as well as other factors. One agency said, “Brazil was potentially growing at a constant growing curve of approximately 10 per cent per year but everything is uncertain now due to the demonstrations that took place in many cities of Brazil. The US dollar exchange rate – as well as other currencies – has been rising and it is difficult to predict immediately the impact in our market. Another factor that is worrying us all is the unlawful competition with some large chain schools that not only are accepting our clients but also promoting direct sales through phone lines responded in their head offices with citizens of these target countries, such as Brazil and Chile.”bethan@hothousemedia.com

Brazilian Key Facts

Population July 2013:

Unemployment: 5.5%

GDP per capita: US$12,100

GDP growth rate in 2012: 0.9%

Inflation rate in 2012: 5.4%

Exports in 2012:US$242.6 billion

Export commodities: transport equipment, iron ore, soybeans, footwear, coffee, autos

Imports in 2012: US$223.2 billion

Import commodities: machinery, electrical and transport equipment, chemical products, oil, automotive parts, electronics

Thank you to the following agencies for taking part in this survey:
2Be Study Group; Agencia Mundi Intercambio; AZICS Intercâmbio Cultural; Angusti - Study Abroad; Best Way Intercambios; Canada Destino; Central do Estudante; Conexão Irlanda; CP4 Cursos no Exterior/Traveller; English for Business; ETC - Exchange and Travel Company; Experimento Intercâmbio; FIT Intercambio; Hello Australia; IEP Brazil; Go Abroad; Grupo Brasilidade e ETC; IE Intercambio no Exterior; N&M Intercambios; NR Intercâmbio; R4U Group; UP – Intercâmbio; STW Intercambio; UKstudy Brasil; World Place Intercâmbio & Turismo; World Study.
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The following language schools, associations and accommodation providers advertised in the latest edition of Study Travel Magazine. If you would like more information on any of these advertisers, tick the relevant boxes, fill out your details and send.






Britannia Student Services  
ESL Townhouse  
Sakura House  
Sara's New York Homestay LLC  
UK Guests Ltd  
Urban Nest Accommodation  

English UK  
English Australia  
Groupement FLE  
International House World Organisation  
Quality English  

English Australia  

CERAN Lingua International  

Algoma University  
Centennial College of Appplied Arts and Technology  
Peace Wapiti School Division  
Pickering College  
York University English Language Institute  

Mandarin House  
Sino-British College, USST  
Xi'an jiaotong-Liverpool University  

English UK  
Chichester College  
GSM (Greenwich School of Management)  
International House Bristol  
International House World Organisation  
INTO University Partnerships  
InTuition Languages  
Kaplan International Colleges  
The Language Gallery  
London School of English  
Quality English  
Queen Ethelburga’s College  
St Giles International Brighton  

Alphe Brazil  
Alphe Brazil  

Accent Francais  
Alliance Française Lyon  
Groupement FLE  
ILCF Institut Catholique de Paris  
Institut de Touraine  
Institut Linguistique Adenet  
IS Aix-en-Provence  
ISEFE - Université de Savoie  
Langue Onze Toulouse  
Lyon Bleu International  
Paris Langues / Club CEI des 4 Vents  

Carl Duisberg Centren  
F+U Academy of Languages  
Goethe Institut Berlin  

IMLC (Inter-Media Langues Caraïbes)  

English For Asia  

Cistercian College  
Galway Cultural Institute  

Manabi Japanese Language Institute  
Yokohama International Education Academy  

Oscars International  

EC Cape Town  
EF International Language Centers  
English Language School of Cape Town  
Eurocentres of Cape Town  
Good Hope Studies  
inlingua Cape Town  
Interlink School of Languages  
IH Cape Town  
Jeffreys Bay Language School  
Kurus English  
LAL South Africa  
Language Teaching Centre  
Oxford English Academy   

EF International Language Centers  
Malta Tourism Authority  

Brown University Continuing Education  
ELS Language Centers  
Forest Ridge School of the Sacred Heart  
Global Language Institute  
University of Arizona  
University of California Berkeley  
University of Maryland Baltimore County  
Zoni Language Centers  

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