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Language Travel: Education Tourism  Sue Blundell English Australia 5 November 2009
English Australia <ul><li>English Australia (EA) is the national association for ELICOS colleges in Australia  </li></ul><...
Value of education exports  <ul><li>543,898 international students in Australia in 2008 </li></ul><ul><li>$15.5 billion in...
The growth export <ul><li>Education exports have grown strongly </li></ul><ul><li>Tourism and business travel remained fla...
Export income by state and territory – 2008 English Australia – leading, supporting and representing the international Eng...
Rising numbers <ul><li>Nearly 550,000 international students were enrolled last year </li></ul><ul><li>Student numbers hav...
What is “Education Tourism”? <ul><li>A number of various elements: </li></ul><ul><ul><li>tourism activities undertaken by ...
The Language Travel Industry <ul><li>“ Language Travel” is a major global industry in its own right and is seen as one of ...
Language Travel in Australia <ul><li>Over 162,000 new English language students in 2008. </li></ul><ul><li>Less than 40% o...
ELICOS commencements  (EA data – all visa types) English Australia – leading, supporting and representing the internationa...
ELICOS commencements  (EA data - all visa types) English Australia – leading, supporting and representing the internationa...
ELICOS sector profile <ul><li>Internationally - 3 distinct markets for ELICOS: </li></ul><ul><ul><li>a) pathway to further...
ELICOS students – regions English Australia – leading, supporting and representing the international English language indu...
Regions other than Asia English Australia – leading, supporting and representing the international English language indust...
2008 – Visa type by region English Australia – leading, supporting and representing the international English language ind...
WH Visa & Tourist Visa Language Travel / Backpackers <ul><li>Germany / Scandinavia </li></ul><ul><li>Really traditional ba...
Tourist Visa Language Travel / Backpackers <ul><li>Switzerland </li></ul><ul><li>Even though only use Tourist visas, these...
WH Visa & Tourist Visa Language Travel / Backpackers <ul><li>Italy /France </li></ul><ul><li>These markets are slowly deve...
Tourist Visa Language Travel / Backpackers <ul><li>Spain </li></ul><ul><li>A bit like the Italians, they are lacking in th...
WH Visa & Tourist Visa Language Travel / Backpackers <ul><li>Japan </li></ul><ul><li>There is still the traditional group ...
WH Visa & Tourist Visa Language Travel / Backpackers <ul><li>Taiwan </li></ul><ul><li>Growing like Japanese, though still ...
WH Visa & Tourist Visa Language Travel / Backpackers <ul><li>Korea </li></ul><ul><li>Tend not to backpack too much. Are pr...
Education Tourism promotion <ul><li>Australia’s competitor countries promote education as a driver of tourism on their Tou...
Bringing education & tourism together <ul><li>Time to initiate a major shift in the way the tourism industry views interna...
Thoughts ..... <ul><li>How can we leverage off success in different areas? </li></ul><ul><li>How can Education benefit fro...
Thoughts ..... <ul><li>Have you researched this growing market of visitors to Australia? </li></ul><ul><li>Do you have a s...
Thoughts ..... <ul><li>Many visitors “front-end” an English course at the beginning of their trip and then make decisions ...
Thoughts ..... <ul><li>Partnerships are key: </li></ul><ul><ul><li>complementary products </li></ul></ul><ul><ul><li>cost ...
<ul><li>thank you </li></ul><ul><li>[email_address] </li></ul><ul><li>www.englishaustralia.com.au   </li></ul>English Aust...
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Sue Blundell

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Carolyn Child's presentation at the 2009 Adventure and Backpacker Industry Conference

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  • Delegates at the ATEC Backpacker Conference in Darwin in April were told the industry is “missing a trick” by failing to capitalise on the growth of the international student market. The aim of this session is to briefly outline the scale of the opportunity for those who weren’t in Darwin, but really to concentrate on the practical steps the backpacking sector can take in order to capitalise on the massive potential of this market. www.englishaustralia.com.au
  • A quick overview of who I am and the organisation I work for. www.englishaustralia.com.au
  • www.englishaustralia.com.au
  • www.englishaustralia.com.au
  • www.englishaustralia.com.au This breakdown by state is based on the $15.5 billion earned in 2008. For NSW, education is the second largest export industry (for Victoria it is #1 and nationally it is #3 after iron ore and coal).
  • www.englishaustralia.com.au
  • www.englishaustralia.com.au
  • www.englishaustralia.com.au
  • www.englishaustralia.com.au
  • www.englishaustralia.com.au Now let’s look at the ELICOS sector – by far the biggest sector in terms of numbers of students – in fact double the size of the Higher Ed sector. Following declining numbers in 2002 and 2003, the ELICOS sector has shown strong growth in each following year, with 16% growth in 2004, 11% growth in 2005, 21% growth in 2006 and 12% growth in 2007. This growth has continued in 2008, with growth of +18%. 2008 recorded the highest number of commencing ELICOS students to date with over 162,000 students. Numbers have doubled in the five years since 2003 when there were only 80,000 ELICOS students.   The increase of +18% represents approximately 25,000 more students than 2007. 22 April 2009 ANZA Workshop 2009
  • www.englishaustralia.com.au You can see from this chart that student visas are only part of the picture for the ELICOS sector. The overall growth evidenced in 2008 hides a more complicated picture of what is happening in the ELICOS sector in Australia when we look at student numbers from the perspective of visa type. We’ll now break the growth down and look at where the growth was experienced. 22 April 2009 ANZA Workshop 2009
  • www.englishaustralia.com.au www.englishaustralia.com.au
  • The spread of students by region has not changed significantly between 2006 and 2007. The proportion of Asian students has remained stable and there has been a small shift from European commencements to the Americas and the Middle East. www.englishaustralia.com.au
  • 22 April 2009 ANZA Workshop 2009
  • Each region has quite a distinct profile in terms of visa usage. Students from the Americas and the Middle East are primarily student visa holders. The Visitor visa is the dominant visa for Europe, with good numbers of WH &amp; Other visas. Although Student visas dominate for Asia, WH &amp; Other visas are also significant, as are Visitor visa numbers. So when you are looking at the AEI student visa data, you can be confident that the data gives a fairly good picture for the Middle East and the Americas, however for Asia and Europe the picture is not an accurate one. www.englishaustralia.com.au
  • www.englishaustralia.com.au
  • www.englishaustralia.com.au
  • www.englishaustralia.com.au
  • www.englishaustralia.com.au
  • www.englishaustralia.com.au
  • www.englishaustralia.com.au
  • www.englishaustralia.com.au
  • www.englishaustralia.com.au
  • www.englishaustralia.com.au
  • www.englishaustralia.com.au
  • www.englishaustralia.com.au
  • www.englishaustralia.com.au
  • www.englishaustralia.com.au
  • www.englishaustralia.com.au
  • Transcript of "Sue Blundell"

    1. 1. Language Travel: Education Tourism Sue Blundell English Australia 5 November 2009
    2. 2. English Australia <ul><li>English Australia (EA) is the national association for ELICOS colleges in Australia </li></ul><ul><li>[ E nglish L anguage I ntensive C ourses for O verseas S tudents] </li></ul><ul><li>EA's main roles are to promote quality and to represent EA member college interests. </li></ul><ul><li>80% of international English language students study with an EA member college. </li></ul><ul><li>www.englishaustralia.com.au </li></ul>English Australia – leading, supporting and representing the international English language industry in Australia
    3. 3. Value of education exports <ul><li>543,898 international students in Australia in 2008 </li></ul><ul><li>$15.5 billion in export revenue in 2008 </li></ul><ul><li>largest services export </li></ul><ul><li>third largest export after coal and iron ore </li></ul><ul><li>major positive impact on balance of trade </li></ul><ul><li>more resilient in financial crisis than other sectors </li></ul>English Australia – leading, supporting and representing the international English language industry in Australia
    4. 4. The growth export <ul><li>Education exports have grown strongly </li></ul><ul><li>Tourism and business travel remained flat </li></ul><ul><li>In 2008 education made up more than half of total travel services exports </li></ul>English Australia – leading, supporting and representing the international English language industry in Australia
    5. 5. 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).
    6. 6. Rising numbers <ul><li>Nearly 550,000 international students were enrolled last year </li></ul><ul><li>Student numbers have doubled since 2002 </li></ul>English Australia – leading, supporting and representing the international English language industry in Australia
    7. 7. What is “Education Tourism”? <ul><li>A number of various elements: </li></ul><ul><ul><li>tourism activities undertaken by all full-time students - with study as their primary purpose; </li></ul></ul><ul><ul><li>language students for whom tourism activities are an integral part of their program; </li></ul></ul><ul><ul><li>group “study tours” where study and tourism activities are packaged and sold together; </li></ul></ul><ul><ul><li>“ bonus” tourism – generated by friends and family members of international students who are studying in Australia. </li></ul></ul>English Australia – leading, supporting and representing the international English language industry in Australia
    8. 8. The Language Travel Industry <ul><li>“ 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. </li></ul><ul><li>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. </li></ul><ul><li>English language learning is a primary motivator for youth travel. </li></ul><ul><li>As an English speaking country, Australia has a unique advantage. </li></ul>English Australia – leading, supporting and representing the international English language industry in Australia
    9. 9. Language Travel in Australia <ul><li>Over 162,000 new English language students in 2008. </li></ul><ul><li>Less than 40% of English language students in Australia come to develop their language skills to undertake further, formal study. </li></ul><ul><li>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. </li></ul>English Australia – leading, supporting and representing the international English language industry in Australia
    10. 10. ELICOS commencements (EA data – all visa types) English Australia – leading, supporting and representing the international English language industry in Australia +18%
    11. 11. ELICOS commencements (EA data - all visa types) English Australia – leading, supporting and representing the international English language industry in Australia
    12. 12. ELICOS sector profile <ul><li>Internationally - 3 distinct markets for ELICOS: </li></ul><ul><ul><li>a) pathway to further study (in Australia 40%) </li></ul></ul><ul><ul><li>b) stand-alone English - leisure/travel, career, professional, etc – very often combined with a travel and/or work experience </li></ul></ul><ul><ul><li>c) study-tour groups </li></ul></ul>English Australia – leading, supporting and representing the international English language industry in Australia
    13. 13. ELICOS students – regions English Australia – leading, supporting and representing the international English language industry in Australia
    14. 14. Regions other than Asia English Australia – leading, supporting and representing the international English language industry in Australia
    15. 15. 2008 – Visa type by region English Australia – leading, supporting and representing the international English language industry in Australia
    16. 16. WH Visa & Tourist Visa Language Travel / Backpackers <ul><li>Germany / Scandinavia </li></ul><ul><li>Really 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. </li></ul><ul><li>(#3 European market for language study) </li></ul>English Australia – leading, supporting and representing the international English language industry in Australia
    17. 17. Tourist Visa Language Travel / Backpackers <ul><li>Switzerland </li></ul><ul><li>Even 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. </li></ul><ul><li>(#1 European market for language travel) </li></ul>English Australia – leading, supporting and representing the international English language industry in Australia
    18. 18. WH Visa & Tourist Visa Language Travel / Backpackers <ul><li>Italy /France </li></ul><ul><li>These 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. </li></ul><ul><li>(France #2 & Italy #4 European market for language study </li></ul><ul><li>- both currently growing strongly) </li></ul>English Australia – leading, supporting and representing the international English language industry in Australia
    19. 19. Tourist Visa Language Travel / Backpackers <ul><li>Spain </li></ul><ul><li>A 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. </li></ul>English Australia – leading, supporting and representing the international English language industry in Australia
    20. 20. WH Visa & Tourist Visa Language Travel / Backpackers <ul><li>Japan </li></ul><ul><li>There 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. </li></ul><ul><li>(#3 market for language study) </li></ul>English Australia – leading, supporting and representing the international English language industry in Australia
    21. 21. WH Visa & Tourist Visa Language Travel / Backpackers <ul><li>Taiwan </li></ul><ul><li>Growing like Japanese, though still a long way to go. Potential to push this market. </li></ul><ul><li>#9 overall market for language study but working holiday visa numbers growing strongly) </li></ul>English Australia – leading, supporting and representing the international English language industry in Australia
    22. 22. WH Visa & Tourist Visa Language Travel / Backpackers <ul><li>Korea </li></ul><ul><li>Tend 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. </li></ul><ul><li>(#2 market for language travel) </li></ul>English Australia – leading, supporting and representing the international English language industry in Australia
    23. 23. Education Tourism promotion <ul><li>Australia’s competitor countries promote education as a driver of tourism on their Tourism websites: </li></ul><ul><ul><li>Visit Britain </li></ul></ul><ul><ul><li>What’s on in New Zealand </li></ul></ul><ul><ul><li>Tourism Ireland </li></ul></ul><ul><ul><li>Visit Malta </li></ul></ul><ul><li>All have website sections dedicated to study and/or language learning & understand the synergies </li></ul><ul><li>Australia doesn’t ...... we have some catching up to do </li></ul>English Australia – leading, supporting and representing the international English language industry in Australia
    24. 24. Bringing education & tourism together <ul><li>Time to initiate a major shift in the way the tourism industry views international students </li></ul><ul><li>“ win/win” - adding value to the student experience and leveraging tourism business from a ‘captive’ consumer </li></ul><ul><li>Generating jobs and maximising the yield from each student visitor </li></ul><ul><li>Maximise the opportunities for both industries </li></ul>English Australia – leading, supporting and representing the international English language industry in Australia
    25. 25. Thoughts ..... <ul><li>How can we leverage off success in different areas? </li></ul><ul><li>How can Education benefit from Tourism promotional strategies? </li></ul><ul><li>How can tourism operators maximise the opportunities presented by international student visitors – of all types? </li></ul>English Australia – leading, supporting and representing the international English language industry in Australia
    26. 26. Thoughts ..... <ul><li>Have you researched this growing market of visitors to Australia? </li></ul><ul><li>Do you have a strategy specifically targeting them? </li></ul><ul><li>Do you have different products specific to the different profiles of ‘students’? </li></ul><ul><li>Do you network with language travel and other education providers within your city/region? </li></ul><ul><li>Do you have promotional strategies both onshore and offshore? </li></ul>English Australia – leading, supporting and representing the international English language industry in Australia
    27. 27. Thoughts ..... <ul><li>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. </li></ul><ul><li>Consider promoting your services/products in partnership with language colleges offshore before “students” arrive. </li></ul><ul><li>Consider promoting your services/products to newly arrived students via their college. </li></ul>English Australia – leading, supporting and representing the international English language industry in Australia
    28. 28. Thoughts ..... <ul><li>Partnerships are key: </li></ul><ul><ul><li>complementary products </li></ul></ul><ul><ul><li>cost savings – shared resources – joint promotion </li></ul></ul><ul><ul><li>extended reach into markets offshore </li></ul></ul><ul><ul><li>mutually beneficial – special deals for partners? </li></ul></ul>English Australia – leading, supporting and representing the international English language industry in Australia
    29. 29. <ul><li>thank you </li></ul><ul><li>[email_address] </li></ul><ul><li>www.englishaustralia.com.au </li></ul>English Australia – leading, supporting and representing the international English language industry in Australia
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