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Carolyn Child's presentation at the 2009 Adventure and Backpacker Industry Conference
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Language Travel:Education Tourism
Sue Blundell
English Australia
5 November 2009
English Australia
English Australia (EA) is the national association for ELICOS colleges in Australia
[English Language Intensive Courses for Overseas Students]
EA's main roles are to promote quality and to represent EA member college interests.
80% of international English language students study with an EA member college.www.englishaustralia.com.au
English Australia – leading, supporting and representing the international English language industry in Australia 2
Value of education exports 543,898 international students in Australia in
2008 $15.5 billion in export revenue in 2008 largest services export third largest export after coal and iron ore major positive impact on balance of trade more resilient in financial crisis than other
sectors
English Australia – leading, supporting and representing the international English language industry in Australia 3
The growth export
Education exports have grown strongly Tourism and business travel remained flat In 2008 education made up more than half of total travel services exports
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$ bi
llion
Export of travel services
Total travel servicesBusinessEducationTourism
English Australia – leading, supporting and representing the international English language industry in Australia 4
Export income by state and territory – 2008
English Australia – leading, supporting and representing the international English language industry in Australia
Sourced from Tables 2, 9, 10 and 12 of the Australian Bureau of Statistics’ publication International Trade in Services, by Country, by State and by Detailed Services Category, Calendar Year, 2008 (ABS Catalogue no. 5368.0.55.004).
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Rising numbers
Nearly 550,000 international students were enrolled last year Student numbers have doubled since 2002
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100,000
200,000
300,000
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600,000
2002 2003 2004 2005 2006 2007 2008
International student enrolments
English Australia – leading, supporting and representing the international English language industry in Australia 6
What is “Education Tourism”?
A number of various elements:a) tourism activities undertaken by all full-time students -
with study as their primary purpose;
b) language students for whom tourism activities are an integral part of their program;
c) group “study tours” where study and tourism activities are packaged and sold together;
d) “bonus” tourism – generated by friends and family members of international students who are studying in Australia.
English Australia – leading, supporting and representing the international English language industry in Australia 7
The Language Travel Industry
“Language Travel” is a major global industry in its own right and is seen as one of the primary segments of the global youth travel market.
Over 1.5 million people travelled to an English speaking country to learn English in 2008 – globally the industry is worth over $12.8 billion $US.
English language learning is a primary motivator for youth travel.
As an English speaking country, Australia has a unique advantage.
English Australia – leading, supporting and representing the international English language industry in Australia 8
Language Travel in Australia
Over 162,000 new English language students in 2008. Less than 40% of English language students in Australia
come to develop their language skills to undertake further, formal study.
A massive 60% come just for language and travel. The ability to combine the two is a major factor in Australia’s attractiveness as a destination, however we do very little in a coordinated way to promote both aspects together.
English Australia – leading, supporting and representing the international English language industry in Australia 9
ELICOS commencements (EA data – all visa types)
10English Australia – leading, supporting and representing the international English language industry in Australia
+18%
ELICOS commencements (EA data - all visa types)
11English Australia – leading, supporting and representing the international English language industry in Australia
ELICOS sector profile
Internationally - 3 distinct markets for ELICOS:
a) pathway to further study (in Australia 40%)
b) stand-alone English - leisure/travel, career, professional, etc – very often combined with a travel and/or work experience
c) study-tour groups
English Australia – leading, supporting and representing the international English language industry in Australia 12
ELICOS students – regions
English Australia – leading, supporting and representing the international English language industry in Australia 13
Regions other than Asia
English Australia – leading, supporting and representing the international English language industry in Australia 14
2008 – Visa type by region
English Australia – leading, supporting and representing the international English language industry in Australia 15
WH Visa & Tourist VisaLanguage Travel / Backpackers Germany / ScandinaviaReally traditional backpacker markets where Australia is seen
as an adventure destination and a dream for many of them. They have money to spend and these backpackers really get off the beaten track – can be found everywhere and try anything. Generally young, but also attracts older backpackers too. In terms of students, they are usually short term, due to time and visa. Also, their English is a good level, which probably helps in their confidence to travel to remote places.
(#3 European market for language study)English Australia – leading, supporting and representing the international English language industry in Australia 16
Tourist VisaLanguage Travel / Backpackers SwitzerlandEven though only use Tourist visas, these are like the Germans,
except that they are less independent in their planning (i.e. use agents more and internet less). Have money and tend to have an organised English course then get together with friends they make from the school and then travel. Love beaches (land-locked country) and adventure.
(#1 European market for language travel)
English Australia – leading, supporting and representing the international English language industry in Australia 17
WH Visa & Tourist VisaLanguage Travel / Backpackers Italy /FranceThese markets are slowly developing, though the backpackers
tend to stick more to the well worn path. Like the comfort that an English college can provide on arrival (unlike the markets above). Italians tend to just arrive in Australia and go from there (probably because they either have relatives or know someone in Australia). The French are more organised.
(France #2 & Italy #4 European market for language study
- both currently growing strongly)
English Australia – leading, supporting and representing the international English language industry in Australia 18
Tourist VisaLanguage Travel / Backpackers SpainA bit like the Italians, they are lacking in the true adventurous
spirit and tend to stick to well worn paths. However, this is due a lot to it being a less mature market and not knowing a lot about Australia.
English Australia – leading, supporting and representing the international English language industry in Australia 19
WH Visa & Tourist VisaLanguage Travel / Backpackers JapanThere is still the traditional group culture, but this is declining for
the independent travellers. A lot of young Japanese will try anything and will follow the crowd to new things. Really looking some skills to take home also. i.e. just studying English or just travelling is not enough. Tend to like to either get a qualification (e.g. TESOL, Barista, RSA Bar course) or get some experience working on a farm, etc. love farmstay, agri-tourism and even conservation work.
(#3 market for language study)
English Australia – leading, supporting and representing the international English language industry in Australia 20
WH Visa & Tourist VisaLanguage Travel / Backpackers TaiwanGrowing like Japanese, though still a long way to go. Potential
to push this market.
#9 overall market for language study but working holiday visa numbers growing strongly)
English Australia – leading, supporting and representing the international English language industry in Australia 21
WH Visa & Tourist VisaLanguage Travel / Backpackers KoreaTend not to backpack too much. Are price conscious and are
more focussed on achieving something. i.e. getting some sort of qualification. The Koreans see the year in Australia as important to their future. However, this is a large market, so there are a variety of people here.
(#2 market for language travel)
English Australia – leading, supporting and representing the international English language industry in Australia 22
Education Tourism promotion
Australia’s competitor countries promote education as a driver of tourism on their Tourism websites:Visit BritainWhat’s on in New ZealandTourism IrelandVisit Malta
All have website sections dedicated to study and/or language learning & understand the synergies
Australia doesn’t ...... we have some catching up to doEnglish Australia – leading, supporting and representing the international English language industry in Australia 23
Bringing education & tourism together Time to initiate a major shift in the way the
tourism industry views international students “win/win” - adding value to the student
experience and leveraging tourism business from a ‘captive’ consumer
Generating jobs and maximising the yield from each student visitor
Maximise the opportunities for both industriesEnglish Australia – leading, supporting and representing the international English language industry in Australia 24
Thoughts .....
How can we leverage off success in different areas? How can Education benefit from Tourism
promotional strategies? How can tourism operators maximise the
opportunities presented by international student visitors – of all types?
English Australia – leading, supporting and representing the international English language industry in Australia 25
Thoughts .....
Have you researched this growing market of visitors to Australia?
Do you have a strategy specifically targeting them? Do you have different products specific to the
different profiles of ‘students’? Do you network with language travel and other
education providers within your city/region? Do you have promotional strategies both onshore
and offshore?English Australia – leading, supporting and representing the international English language industry in Australia 26
Thoughts .....
Many visitors “front-end” an English course at the beginning of their trip and then make decisions about what to do next after they’ve arrived, settled in and made friends to travel with.
Consider promoting your services/products in partnership with language colleges offshore before “students” arrive.
Consider promoting your services/products to newly arrived students via their college.
English Australia – leading, supporting and representing the international English language industry in Australia 27
Thoughts .....
Partnerships are key: complementary products cost savings – shared resources – joint promotion extended reach into markets offshore mutually beneficial – special deals for partners?
English Australia – leading, supporting and representing the international English language industry in Australia 28
thank you
www.englishaustralia.com.au
English Australia – leading, supporting and representing the international English language industry in Australia 29