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September 2015 issue

Contents
News
News Round Up
Inside the industry
Agency Survey
Direction 1
Direction 2
Secondary Focus 1
Secondary Focus 2 Industry Faces
Tertiary Focus
Special Report
Destination
Regional Focus
Course Guide
Spotlight1
Spotlight2
Market Analysis
Grapevine

Advertising Index:
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Part of



India’s spice

Despite India having the largest higher education system in the world, Indian students are still motivated to study abroad. Nicola Hancox finds out why.


Key points

The total number of students placed by the seven agencies in our survey was 2,120

Individual agencies placed between 10 and 800 students on courses per year

Average business growth was 41 per cent in the last 12 months

Overall, 61 per cent of Indian students preferred staying in a private apartment when studying overseas

The largest percentage of Indian students (48 per cent) were studying abroad for further studies overseas

Higher education is the largest sector of the study travel market in India (83 per cent)


Most popular course requests Average percentage of agency business by sector

Postgraduate 58%
Undergraduate 24%
University foundation 8%
Language plus work 4%
Academic/exam prep 2%
Other 4%

Higher education 83.5%
Language programmes 7%
Internships 6%
Work & Travel 2.5%
Secondary school 1%


Reasons for studying overseas Top destinations

Further studies overseas 48%
Future work 32%
Current work 12%
Studies at home 4%
Other 4%

Australia 35%
USA 17%
Canada 16%
New Zealand 9%
Germany 5%
UK 5%
France 3%
Ireland 3%
Italy 3%
Singapore 3%
Spain 1%


How do agencies recruit students? How do agencies find new schools to represent?

Word-of-mouth 43%
E/Online marketing 15%
Seminars to students 14%
Website 8%
Advertising in press 7%
Mail shots 7%
Advertising on TV/radio 2%
Other 4%

B2B conferences 49%
Internet 35%
Student fairs and expos 4%
Other press 4%
ST Magazine 1%
Other 7%




Market growth
The Indian government has plans to reform its higher education system and create an additional 14 million university places by 2020. “This will require a transformational change at a pace and scale never seen before,” details a 2014 British Council report entitled Understanding India: The future of higher education and opportunities for international cooperation. “As India currently has 26 million students enrolled in tertiary education, by illustration, it would need another 800 universities and over 40,000 colleges in the next eight years to provide the planned additional 14 million places.” The report goes on to suggest the various ways in which this ambitious plan could be realised (more bilateral institutional collaborations between the UK and Indian HE sectors for example). However, outdated curricular, staff shortages and low teaching standards are other hurdles its internal HE sector struggles with. “There are only a few quality higher education institutes in India,” observes Rupesh Patel at Competitive Careers in Ahmedabad, and there is huge demand for excellent provision. Ashish Sachde from Institute of Foreign Studies in Mumbai notes that higher education in India has become expensive. “There are more students than places available at good universities,” he says. These factors alone are a prime motivation for those willing and able to study abroad. Indeed, the outbound student market in India has been a buoyant one in the last 12 months. All agencies that took part in this month’s report recorded a business increase of between 18 and 100 per cent, and average business growth was a strong 41 per cent, compared with 22 per cent previously (see STM, February 2013, page 18). “Students are interested in going abroad to new destinations that cost less than India,” relates Ashish. “Countries like Italy, Poland, Germany and the Czech Republic are attracting a big chunk of Indian students because of their lower tuition fees compared to the USA, UK and Australia,” he adds. At Sonya International Education Centre in New Delhi, the introduction of streamlined visa processing (SVP) in Australia (soon to be replaced by the Simplified Student Visa Framework); US institutes growing openness to agents; friendlier visa policy/work rights in various countries and the emergent Indian middle classes have helped boost outbound business, says Sonya Singh.

Language and destination trends
In our 2013 report, the USA was the most popular study destination for Indian students (39.5 per cent), followed by the UK (14.7), Canada (13.8), New Zealand (8.8) and Australia (5.5). However, in the last 12 months Australia has become the most frequently requested destination at participating agencies (35 per cent), followed by the USA (17 per cent) and Canada (16 per cent). The UK was requested by just five per cent of students in the last 12 months. This fall-out could be a delayed response to restrictions made to post-study work rights in 2012 by the UK government. Most clients requested English-taught programmes (59 per cent), but courses in French, German, Chinese, Italian, Spanish and Portuguese were also applied for.

Student and course trends
A majority (43 per cent) of students were referred to agents by a previous client. However, targeted emailing/online marketing also paid dividends in attracting new student business (15 per cent). According to Ashish, 50 per cent of their annual student clients were attracted by seminars comprising information relating to university courses and admission procedures and requirements. “These seminars are jointly conducted by university representatives along with agents,” he says. Ninety per cent of all course requests reflected Indian students’ preference for higher education overseas and largely comprised foundation, undergraduate and postgraduate programmes.

Agency business
As revealed in our previous survey, higher education is the mainstay part of agency business in India (83.5 per cent compared with 75 per cent previously). “Sometimes we receive requests for other sectors,” says Rupesh, but VET and language instruction is far cheaper at home than it is abroad and there are just too many hoops for Indian students to jump through should they wish to take a language course overseas. The opportunity to work and settle abroad following HE instruction is attractive to students from Tier 2 cities (Indian cities are ranked according to population size) in particular, says Sonya at SIEC, owing to limited education and employment prospects available in their locality. The high cut-off scores at reputable Indian universities and exposure to a different lifestyle and culture are other big drivers. Her agency attends between three and four agent workshops a year when searching for new educator partners to collaborate with. “It is a great time saving exercise where in a couple of days you are able to build new contacts and keep in touch with existing ones.”

Looking ahead
As demand for HE study from the middle classes continues to swell, students will be looking at all routes open to them but visa rulings in certain destination countries will continue to challenge agency business, note several respondents. There is also a lack of understanding of the complex Indian education system among business counterparts, says Sonya. Lack of transparent funding from sponsors and low language proficiency skills in some states are other more interior challenges. nicolahancox@studytravel.network



India key facts

Population: 1,236,344,631 (est. July 2014)
Youth population (aged 15-to-24): 18.1%
Unemployment rate: 8.6% (98th in world rankings)
Youth unemployment rate: 10.7% (97th in world rankings)
GDP per capita: US$5,800 (160th in world rankings)GDP growth rate in 2013: 5.6% (45th in world rankings)
Inflation rate in 2013: 5% (164th in world rankings)
Education expenditures (GDP): 3.8% (134th in world rankings, 2012)
Literacy rate: 71.2%

Source: CIA Factbook

Thank you to the following agencies for taking part in our survey: Europe Study Centre; Sonya International Education Centre; Crown Immigration Consultancy Services; Fraser Valley INC; Competitive Careers; Institute of Foreign Studies ;EDU-World.

Contact any advertiser in the this issue now

The following language schools, associations and accommodation providers advertised in the latest edition of StudyTravel 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



LANGUAGE

INTERNATIONAL
Alpadia Language Schools  
Amauta Language School  
CERAN Lingua
International  
don Quijote  
EF International Language Centers  
ELS Language Centers  
Enforex  
Eurocentres  
Eurolingua Institute  
International House World Organisation  
Kaplan International
English  
Kings Education  
LAL Language Centres  
Oscars International  
PGL  
Pro Linguis  
Quality English  
Sprachcaffe Language Plus 
St Giles International  
TLG - The Language Gallery  
Twin Group  
Xplore  

ARGENTINA
BASP - Buenos Aires Spanish School  

AUSTRALIA
Ability English  
Cairns Language Centre  
English Australia  
ILSC Australia  
Impact English College  
Monash College  

BRAZIL
Instituto Cultural IDIOMA  

COLUMBIA
Spanish World Institute  

CANADA
YMCA International Language School  

COSTA RICA
Academia Tica  

CUBA
Study Team Cuba  

CZECH REPUBLIC
Carlsbad International School  

ENGLAND
ABLS - Accreditation Body for Language Services  
BEST in Bath  
Communicate School  
English Language Centre Brighton  
Experience English Group  
Heart of England Language School  
Inspiring Learning  
International House London  
Islington Centre for English  
Liverpool School of English  
Living Learning English  
Manchester Language School  
Oxford Royale Academy  
Sidmouth International School  
University of Liverpool  

FRANCE
Alliance Française Lyon  
Alpine French School  
Cours de Civilisation Française de la Sorbonne  
Ecole de Tersac  
France Langue  
inlingua La Rochelle  
Institut Français Riéra  
International House Nice  

GERMANY
BWS Germanlingua  
F+U Academy of Languages  

IRELAND
Atlantic Language Galway  
Donegal Language School Equestrian & Surf Centre  
Emerald Cultural Institute  
Galway Cultural Institute  
Horner School of English  
International House Dublin  
ISE - International School of English  
MEI Ireland  
University College Cork Language Centre  

JAPAN
Intercultural Institute of Japan  
Kai Japanese Language School  
Sakura House  
Yokohama International Education Academy  

MALTA
Feltom Malta  
IELS - Institute of English Language Studies  
Magister Academy  

NEW ZEALAND
Christchurch Polytechnic Institute of Technology  
DynaSpeak  
English New Zealand  
University of Otago  

NORTHERN IRELAND
International House Belfast  

PHILLIPPINES
Paradise English  
PANAMA
Habla Ya Language Center  

PORTUGAL
International School of the Algarve  

SCOTLAND
Experience English Group  
Kilgraston Language and Activities School  

SOUTH AFRICA
Bay Language Institute  
EC Cape Town  
Education South Africa  
Eurocentres Cape Town  
Good Hope Studies  
Inlingua Cape Town   
Interlink School of Languages  
International House Cape Town  
Kurus English  
LAL Cape Town  
Language Training Centre   

SPAIN
CLIC International House Spain  
Escuela de Idiomas Nerja  
Estudio Sampere  
Live Madrid SC School  
Malaga Instituto  

THAILAND
British International School Phuket - BCIS  
USA
California Language Academy  
EF International Language Centers  
Summer Study Programs  
University of California San Diego  

SECONDARY

CANADA
Calgary Board of Education  
Caps-I  
Dufferin-Peel Catholic District School Board  
Eastern Townships School Board  
Edmonton Catholic Schools  
Edmonton Public Schools  
English Montreal School Board  
Golden Hills School Division #75  
Greater Essex County District School Board  
Greater Victoria School District  
Halton Catholic District School Board  
Humber Institute of Technology and Advanced  
ITTTI Vancouver  
Langley School District #35  
Louis Riel School Division  
Ottawa Carlton District School Board  
Oxford Royale Academy  
Pembina Trails School Division  
Powell River School District #47  
Simcoe County District School Board  
St James - Assiniboia School Division  
Thames Valley District School Board  
Waterloo Catholic District SB  

ENGLAND
Chaucer College Canterbury  
Chichester College  
Oxford Royale Academy  
Queen Ethelburga s College  

USA
Barrie School, The  
High Schools International - HSI  
Menaul School  

TERTIARY

INTERNATIONAL
Hult International Business School  
CANADA
Cambrian College of Applied Arts and Technology  
Centennial College of Applied Arts and Technology  
Georgian College  
North Island College International  
St Clair College  

ENGLAND
Bromley College of Further and Higher Education  
University of Liverpool  

IRELAND
University College Cork Language Centre  

NEW ZEALAND
University of Otago  

PORTUGAL
International School of the Algarve  
USA
Summer Study Programs  
University of California San Diego  

VOCATIONAL

INTERNATIONAL
Hult International Business School  

ASSOCIATED PRODUCTS/ ORGANISIONS

AUSTRALIA
English Australia  

ENGLAND
ALTO  
British Council  
Campus Living Villages  
IALC  
IELTS  
Quality English  
Trinity College London  
Twin Group  

JAPAN
Homestay Technologies  

NEW ZEALAND
English New Zealand  

SPAIN
Andalucia  





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