Sue Blundell

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


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

0

5

10

15

20

25

30

$ bi

llion

Export of travel services

Total travel servicesBusinessEducationTourism


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).

5

Rising numbers

Nearly 550,000 international students were enrolled last year Student numbers have doubled since 2002

0

100,000

200,000

300,000

400,000

500,000

600,000

2002 2003 2004 2005 2006 2007 2008

International student enrolments


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.


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.


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.


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


ELICOS students – regions


Regions other than Asia


2008 – Visa type by region


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)


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)


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.


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)


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)


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)


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?


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.


Thoughts .....

Partnerships are key: complementary products cost savings – shared resources – joint promotion extended reach into markets offshore mutually beneficial – special deals for partners?


thank you

[email protected]

www.englishaustralia.com.au
