September 2009 issue

Agency News
Agency Survey
Market Report
Direction - Exams
Direction - Workshops
Special Report
Course Guide 1
Course Guide 2
Regional Focus

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Canada in a spin

The Canadian language teaching market is still reeling from the effects of swine flu and the global recession although the high school sector has emerged largely unscathed. Meanwhile, providers are looking to market a diverse product range that includes work experience. Nicola Hancox reports.

According to Kim Hoffart, Director of International Student Programmes at Greater Saskatoon Catholic Schools in Saskatoon, SK (and previous LTM Star High School award winner), the school experienced record enrolments over the last 12 months and he attributes this good fortune to the schools’ reputation, location and competitive cost of tuition.

It seems that the high school sector has weathered the storm in terms of international numbers. Blair McDonald from Braemar College, a private secondary school in Toronto, observes that their main programmes (high school and summer camp) have both performed well. “Our enrolment for summer camp 2009 is up 20 per cent despite the financial meltdown,” he says. Growing agent relationships and a well-marketed ad campaign were behind the increase, he suggests. “Most agents have no idea of Toronto’s geography so spelling it out and trumpeting it in our PowerPoint presentations, etc was definitely a deft marketing move.”

However, many language schools fared a little less favourably over the last year. “Numbers were slightly down overall,” says Linda Chung from International Language Schools of Canada (ILSC) in Vancouver, BC. But she notes that diverse programming is helping to turn heads. “We are strong with our internship offerings along with our other diverse courses such as our Teaching Young Learners programme, language production focused certificate programmes and our College/University Preparation (CUP) course,” she adds.

Meanwhile, Mike Henniger from King George International College said student numbers hit the buffers at the start of the year. “Student numbers were showing an increase over the previous year until the month of January, since when there has been a steady decline,” he says, citing the recession as the main culprit. However, he foresees a strong recovery in 2010. “The signs are already there with increased registrations over the last month from all countries. Increased interest in study and work programmes will help counterbalance the effect of the recession,” he observes.

It’s not all downward trends, however, and some of the providers canvassed for this article show evidence of bucking the trend – albeit moderately. Both Language Studies International (LSI) in Toronto, ON, and the Canadian as a Second Language Institute (CSLI) in Vancouver, BC, reported a small increase in student enrolments. “France, Brazil, and the Middle East each increased from previous years but Mexico and Germany dipped slightly,” says Jeff Nordin at CSLI.

Elsewhere, Global Village – which has four campuses in Canada – and East Coast School of Languages (ECSL) in Halifax, NS, both noted that business had remained on a par with last year. Sheila Nunn, Director of Marketing and Business Development at ECSL, comments, “We have developed more targeted marketing that has focused on maintaining our student levels, rather than mass marketing to new students.” She adds, “We have met and recruited some great agents in Brazil and have started to attract students from there.”

Meanwhile, the Canadian ELT industry is calling for greater clarification where visa issuance is concerned. “There are some visa offices in crucial markets that make it very difficult for legitimate students to obtain a visa,” states Robin Adams from Global Village. “This undermines agents’ confidence in the Canadian market and poses a massive threat to this destination. We can only hope that greater transparency will be adopted by these offices so that agents receive clear guidelines for how best to submit documentation required for obtaining visas to Canada.”

Regina Popmarkova, Marketing Manager from Archer Education in Toronto, ON, agrees. “[A] negative development for the industry in Canada is the lack of action on our government’s part to improve and streamline the visa approval process for students wanting to come to Canada,” she warns.

A lack of cohesive support

Many private providers still feel somewhat unsupported by the Canadian government. The launch of the “Imagine” marketing campaign late last year – an education brand designed to promote Canada as a competitive study destination – did little to appease the situation, particularly as private providers are unable to individually access this brand (see LTM, April 2009, page 6).

“The jury is still out regarding what effect – if any – it may have,” muses Blair McDonald from Braemar College in Toronto, ON. “If history is a guide, it will be unfunded the moment it betrays a spark of promise.”

Meanwhile, privately-funded national organisation the CEC Network also folded earlier this year (see page 6). Languages Canada is now the only national voice for the sector and continues to advocate for all.

However, regional governments appear to be providing support. Kim Hoffart at Greater Saskatoon Catholic Schools in Saskatoon, SK, observes that the provincial government is putting its weight behind international education. In October the ministry announced changes to the student category of the Saskatchewan Immigrant Nominee Programme. Graduates of Canadian post-secondary schools can now apply for Permanent Resident status after six months of local work experience.

Meanwhile, Sheila Nunn at East Coast School of Languages in Halifax, NS, notes that EduNova is revving up. “The [decision] of all EduNova members to travel as a group on recruiting missions has had a huge effect on the language travel market [here],” she says.

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.





Britannia Student

English Australia  
Feltom Malta  
International House
      World Organisation  
Languages Canada /
      Langues Canada  
IALC International  
Perth Education
Quality English  

Travel Solutions

Alphe Conferences  
British Boarding
      Schools Workshops  
Feltom Malta  
IEFT- International
      Education Fairs of
International House
      World Organisation  


Student Guard

Hub and Spoke
      Connections Limited  

Malta Tourism
Perth Education

English Bay College  
Training Partnership
Twin Group
      (Ireland, England,

Ecela - Latin
      (Argentina, Chile,

Ability Education  
Bond University  
English Australia  
Geos Oceania  
      (Australia, New
Language Studies
Pacific Gateway
      International College  
Perth Education City  
      International College   
University of
University of
      Western Sydney

CERAN Lingua
      (Belgium, England,

Access International
      English Language
Bow Valley College  
Camosun College  
College de
      Jonquiere / AQEF  
College of New
East Coast School
      of Languages
Elmwood School  
ELS Language
English Bay College  
English Language
      Training College
English School of
Geos North America  
Global Village  
      (Australia, Canada,
Hansa Language
      Centre of Toronto  
ILAC - International
      Language Academy
       of Canada  
ILSC - International
      Language Schools
      of Canada  
ITTTI Vancouver  
King George
      International College

Language Studies
National School
      of Languages  
Queen's University  
Richmond School
      District #38  
Saint Mary's
Selkirk College  
Student Guard
University of
YMCA Greater
      International Lang

IH Xi'an  
Mandarin House  

IH Cairo  

ABC Languages  
Ardmore Language
      (UK, USA)  
Bell International 
      (Malta, UK) 
Bury Language
Camp Beaumont  
English Language
      Centre Brighton &
English Studio  
Holme Park  
International House
      World Organisation  
IP International
      Projects GmbH  
      (France, Germany,
      Spain, UK)
Kaplan Aspect 
      (Australia, Canada,
      Ireland, Malta, New
      Zealand, South
      Africa, UK, USA)
Kings Colleges
      (Prime Education)  
LAL Language
      and Leisure  
      (Canada, Cyprus,
      Ireland, England,
      Malta, South Africa,
      Spain, Switzerland,
LITE - London
      Institute Of
      Technology And
Malvern House
      College London  
      (Canada, Ireland,
      Italy, Malta, UK,
      Ethelburga's College
Shakespeare College
Spinnaker College  
St Giles Colleges  
      (Canada, UK, USA)
Study Group 
      (Australia, Canada,
      England, France,
      Germany, Ireland,
      Italy, New Zealand,
      South Africa, Spain,
SUL Language
Training Partnership
      Ltd. (The)  
Twin Group 
      (Ireland, UK, USA)
United World
      School of English  
University of
      Essex - International
University of the
      Arts - Language
Wimbledon School
      of English  

Alliance Française
      Paris Ile de France  
Education En France  
Institut de Touraine  
SILC - Séjours
      (England, France,

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

Centre of English
      Studies (Ireland, UK)
Cork English College
      /Language & Activity

Kai Japanese
      Language School  
      Language School  

      Residential Language
Easy School of
EC English
      Language Centre
      (England, Malta,
      South Africa, USA) 
Feltom Malta  
Malta Tourism

Derzhavin Institute  
Moscow Linguistic
Privet! Russian
      Language School  

EAC Language
      Centres and
      Activity Camps
      (England, Ireland,
      Scotland, Wales)
University of Stirling

EC Cape Town  
Eurocentres Cape
      Town- One World
      Language school  
Good Hope Studies  
inlingua Language
      Training Centre
      Cape Town  
Interlink School of
International House
      Cape Town  
LAL Cape Town  
Shane Global
      Language Centres -
      Cape Town  

Colegio Maravillas  
International House -
      Dept de Espanol  
International House
      San Sebastian -
International House
      Sevilla - CLIC  
Malaca Instituto -
      Club Hispanico SL  
Idiomas Si, S.L
      (Malaga Si)  

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

Bride English  
ELS Language
Embassy CES  
English Language
Global Immersions
Inlingua Language
inlingua Language
      Service Center,
      Fort Lauderdale 
      Language Institute
      of Massachusetts  
Johnson & Wales
San Diego
      State University  
The Language
University of
University of
      California San Diego  
California State
      University San
University of
      South Florida  
Zoni Language
      (Canada, USA)

Celtic School 

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