Fifty per cent of language schools and 41% of educational agencies saw growth in the first quarter of 2012, according to the latest language travel survey from the Association of Language Travel Organisations (ALTO). While this was down slightly from 53% and 46% in Q4 2011, it still shows an industry in rude health given the troubles facing the global economy.
The quarterly Pulse survey quizzed 262 language schools and 409 educational agencies worldwide to produce a “snapshot” of the language travel industry. This includes not only its trends, but also its mood, which overall appears upbeat.
Schools were found to be more optimistic about the future this year than last, with 66% expecting better forward enrolments in the quarter to come (up from 64%). Although down from the high of 79% last year, a whopping 73% of agents said they felt positive.
The majority named Brazil and Saudi Arabia as one of their top three growing markets
This may have something to do with the fantastic growth seen among schools in Q1: countries that reported growth in commencements included France (78%), Malta (75%), Germany and Ireland (71% both). Italy and New Zealand however saw significant declines – 75% and 62% respectively.
The majority named Brazil and Saudi Arabia as one of their top three growing markets, while South Korea was flagged as a declining market.
With obstacles facing the market, most major destinations said they had been strongly affected by economic issues in source countries. Visa issues were a serious concern for the UK this quarter, as well as Canada (up from a strong concern last year).
Australia meanwhile reported the hardest time of any country, complaining in all categories including currency exchange rates and competitor country activity – its ongoing visa and currency exchange woes the likely cause.
Agents saw the USA as the fastest growing market, followed by Canada and the UK
Agents saw the USA as the fastest growing market, followed by Canada and the UK despite their visa troubles. ALTO said China’s results were “outstanding” (75% of agents there reporting growth) and flagged Colombia and Turkey’s strong performance. Pakistani, Italian and Spanish agents reported the most worrisome decline.
Sixty two per cent of schools that took part were small (with fewer than 10,000 student weeks per year), with 30% medium sized (10,000–30,000 weeks per year). 81% of the agencies which took part were small with fewer than 10,000 student weeks per year.
