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September 2007 issue

Contents
News
Travel News
Agency News
Agency Survey
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Direction 1
Direction 2
Special Report
Market Report
Course Guide
Spotlight
Destination
City Focus
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USA aims high

International student enrolments in the USA continue to expand for English language teaching centres, while numbers are also rallying at higher education institutions. Gillian Evans reports.

The US English language teaching industry enjoyed another buoyant year in 2006 for a number of reasons. Chris Taylor, Director of Admissions at Study Group USA, reports that their student numbers were up by 22 per cent in 2006 compared with 2005 and, for the first half of 2007, enrolments increased by 26 per cent in comparison to the corresponding period last year. “I believe that this increase is due partly to the weakness in the US dollar against currencies in several key markets, coupled with the USA’s return to favour as an international tourist destination,” says Taylor. “More importantly, the USA is establishing itself more firmly than ever as the destination of choice for international students seeking university and college education, due to its range of locations and the academic strength and reputation of its educational institutions.”

Lynne Richmond, Director of the American Language Institute at California State University at Long Beach, CA, reports that in 2006, they experienced a 46 per cent hike in student numbers compared with 2005, and that this was largely owing to the increase in Middle Eastern students, thanks to the Saudi scholarship programme (see Language Travel Magazine, June 2006, page 29). This, according to Richmond, “has made it possible for many more students to come to study in the United States”.

For St Giles International in San Francisco, CA, the Saudi scholarships had a “very positive effect” on their numbers, says Johanna Harris from the school. In 2006, enrolments were up by 30 per cent on 2005 figures and, in the first half of 2007, numbers had increased by 40 per cent compared with the same period in 2006. Meanwhile, at the American Language Institute, the scholarships catapulted Saudi Arabia to the top of the league table of most prominent source countries for international students, together with South Korea, Taiwan and Japan.

But it has not only been Saudi Arabia that has proved particularly fruitful for the US market. Richmond says, “In the past two years, we have also seen an increase in students from Turkey, United Arab Emirates, China, Eastern Europe and countries of the former USSR, as well as in European and South American students.”

At ELC, which has a number of schools throughout the USA, top student nationalities include Korean, Japanese, Spanish and Italian. However, Christopher Malenfant at the school reports that Japanese numbers dipped in 2006 and are “still tanking in 2007”. He ventures that this decline may be owing to a switch in destination preference away from the USA in favour of Australia and New Zealand.

In terms of course trends, there is a clear move towards academic programmes and higher-level English language courses, as Richmond confirms. “I have seen greater interest in advanced grammar, university preparation courses, pre-MBA courses and pronunciation courses at a higher level.”

As a result of the growing interest in academic programmes, St Giles International last year rebranded its Study Year Abroad Course, now called the International Semester Course, and invested in a heavy marketing campaign. “It was immensely successful,” claims Harris, ”and the course is now our most popular.”

Juniors are also becoming increasingly important to the US market, as evidenced by ELC’s experience. “Our junior programme has been a large part of our growth in the summer months,” states Malenfant. “Juniors and their parents are willing to go to programmes that are outside of Europe now.” He adds, “There are still few [junior] programmes in the USA and this has driven business to ELC.”

But the junior marketplace looks set to become busier, with St Giles launching a junior summer camp for 12- to 17-year-olds this year, “in response to requests from younger learners”, says Harris.

While the threat of terrorism continues to hang heavily over the travel industry, the US market has managed to regain the confidence of tourists and students alike. As Harris says, “Although there was a threat of terrorism in 2006, this did not affect our student numbers. People generally seem confident about travelling.”

Similarly, the shootings at Virginia Polytechnic Institute and State University in Blacksburg, VA, earlier this year (see Language Travel Magazine, July 2007, page 6) has had little long-term effect on student numbers, according to the school sources interviewed for this article, although Taylor concedes, “We did experience some concern in certain markets over this incident, more so from students and parents from Asia looking to enrol on longer term academic/university courses rather than shorter term language programmes. There has been some negative influence certainly but not to a level that we view as significant and it is a sentiment that is fading.”

Overall, the outlook for the US market looks positive, with many schools, like Study Group USA, having strong strategies in place to make the most of this continued growth.


2006 good for higher education institutions

According to the 2005/06 Open Doors survey, conducted by IIE, the number of international students enrolled in US higher education institutions, mustered only marginal growth to reach 564,766 in 2005/06. However, a further online survey of 1,000 institutions in the USA revealed that the 2006/07 academic year looks healthier.

Looking at overall international student enrolments, the survey revealed that 45 per cent of respondents said numbers had increased, 26 per cent said they had dropped and 29 per cent said numbers had remained the same.

Of the institutions that had experienced a decrease in international student enrolments, 20 per cent said the main reason for this decline was visa application delays and/or denials. However, this was down from 35 per cent in 2005, indicating that the visa situation has improved. A further 16 per cent of institutions cited the cost of tuition at US institutions as the factor that had put off many international students from studying there, while a further seven per cent believed international enrolments were down because students were favouring other education destinations. Several institutions put their decreases down to a combination of reasons, including competition from other host countries, increased capacity in the students’ home countries, and increased competition for international students among educational institutions within the USA.


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.

Name

Company
Country

Telephone

Email


ASSOCIATIONS / GROUPS
Capls Canada
CLC Canada
Eaquals
English Australia
Fedele
Feltom
Ialc
International House
       World Organisation
MEI-Relsa
Perth Education City
Quality English

EXPOS /
WORKSHOPS
Fedele
Ialc
IEFT- International
       Education Fairs
       of Turkey
International House
       World Organisation
WEBA

INSURANCE
InterGlobal Ltd

TOURIST BOARDS
Cyprus Tourist
       Board
Malta Tourism
       Authority

AUSTRALIA
English Australia
Perth Education City
Southbank Institute
       of TAFE

BRAZIL
Diálogo Language
       Schools

CANADA
Bodwell College
Capls Canada
CLC Canada
College of New
       Caledonia
English School
       of Canada
ELS Language
       Centers
       (Canada, USA)
Eurocentres Canada
Global Village
       (Australia, Canada,
       USA)
Hansa Language
       Centre of Toronto
ILSC
Language Studies
       Canada
National School of
       Languages
Pan Pacific
       International English
       College
Richmond School
       District # 38
Saint Mary's
       University
Stewart College
       of Languages
University Canada
       West
University of Alberta
University of Victoria
Vancouver
       Community College
Vancouver English
       Centre
Vanwest College
Worldwide
       Language Institute
YMCA Montreal
       International
       Language School
Zoni Language
       Centers
       (Canada, USA)

CHINA
Mandarin House

CYPRUS
Cyprus Tourist Board

CZECH REPUBLIC
Global Study
       (Karlov College)

ENGLAND
American
       Intercontinental
       University,
       London
       (Dubai, UK, USA)
Bell International
       (England, Malta)
Bloomsbury
       International
International House
       World
       Organisation
WEBA
Cambridge
       Education Group
Camp Beaumont
Eaquals
English Language
       Centre Brighton
       & Hove
English School
       (Northumbria) Ltd,
       (The)
Globe School
       of English
ILS English Ltd
International
       House World
       Organisation
InterNexus Centre
       for Language
       Studies
Islington Centre
       for English
Kaplan Aspect
       (Australia, Canada,
       Ireland, Malta,
       New Zealand,
       South Africa, UK,
       USA)
LAF
LAL Language
       and Leisure
       (England, Malta,
       South Africa, USA)
Language in London
Language Upon
       Thames
Liverpool
       Community College
Liverpool
       International
       Language
       Academy
London Metropolitan
       University
Malvern House
       College London
Mountlands
       Language School
Quality English
Queen Ethelburga's
       College
Rose of York
       Language School
Saint Peter's School
       of English
Shane Global
       Language Centres
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
       (Ireland, UK)
University
       of Manchester
University of Sussex
West London
       Business College

FRANCE
Alliance Française
       Paris
CIPEL
Lyon Bleu
       International
Institut de Touraine
Institut International
       de Rambouillet
SILC - Séjours
       Linguistiques
       (England, France,
       Spain)

GERMANY
BWS Germanlingua
Carl Duisberg
       Medien GmbH
       (England, Germany)
inlingua Berlin
International House
       Berlin - Prolog
Sprachcaffe
       International /
       Languages Plus
       (Australia, Canada,
       Cuba, England,
       France, Germany,
       Italy, Malta, Spain,
       USA)

IRELAND
Alpha College
       of English
American College
       Dublin
       (Ireland, USA)
Dublin City University
       Language
       Services
High Schools
       International
       (Australia, Canada,
       England)
Galway Cultural
       Institute
ISI- International
       Study 65 Institute
       Ireland
MEI-Relsa
Swan Training
       Institute

ITALY
ALCE
IH - Palermo
IH Team Lingue -
       Lecco- Merate

LATVIA
Durbe Ture

MALTA
EC English
       Language Centre
       (England, Malta,
       South Africa)
English Language
       Academy
Feltom
Linguatime
Malta Tourism
       Authority
NSTS

RUSSIA
AMBergh
       Management AB
       (Russia, Ukraine)
Derzhavin Institute
Language Link,
       Russia

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

SOUTH AFRICA
Cape Studies
EC Cape Town
Eurocentres Cape
       Town
Good Hope Studies
inlingua Language
       Training Centre
       Cape Town
Interlink School
       of Languages
LAL Cape Town
LAL Durban
Shane Global
       Language Centres

SPAIN
Fedele
International House -
       Spain
Malaca Instituto -
       Club Hispánico
Pamplona Learning
       Spanish Institute

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

USA
ALCC - American
       Language
       Communication
       Center
California State
       University
       San Marcos
ELS Language
       Centers
       (Canada, USA)
Global Education
       Services Inc
Global Village
       (Australia, Canada,
       USA)
Kaplan Aspect
       (Australia, Canada,
       Ireland, Malta,
       New Zealand,
       South Africa, UK,
       USA)
Saint Timothy's
       School
University of
       California Riverside
University of
       California San Diego
University of
       California Santa
       Barbara
University of Illinois
       at Urbana-
       Champaign
Zoni Language
       Centers
       (Canada, USA)



EDUCATION TRAVEL MAGAZINE

AGENTS
Felca

CANADA
Bodwell College
School District # 8
       Kootenay Lake

SCOTLAND
University of Stirling

USA
Lincoln Educational
       Services