The operation was run in conjunction with CAPS-I, the Italian Association of Language Consultants and Agents and the Spanish Association of Promoters of Language Courses Abroad.

The mission was organised, Languages Canada said, as European agents were “looking to diversify” in response to student overpopulation in Ireland and Malta, and stricter entry rules for the UK.

It comes as the association’s first to third quarter data of 2023 saw Italy’s numbers in Canada at English language courses increase by a staggering 358% – and Spain’s jumped 275%.

Agents were welcomed to Banff in Alberta, where dedicated meetings between agents and institutions took place. Languages Canada estimated that almost 1,000 meetings were held during the event.

“I hear from agents first-hand – they only send students to schools they personally know,” said the organisation’s director of international affairs, Diego Sanchez.

“That level of confidence can only be acquired by bringing them to Canadian soil, to see the beauty our country has to offer, and the quality of Canada’s accredited language programs.”

Agents also were given a quick-stop tour of various language schools, high schools and universities – including big players such as ILAC in Vancouver and Oxford International, as well as the University of Victoria and International Gateway Language Academy in Calgary.

“All the IALCA agents greatly appreciated the perfect organisation… the possibility of meeting many Canadian language schools, high schools and universities during the B2B days, and also of visiting some of them during the travel days between Banff, Calgary, Victoria and Vancouver,” said IALCA agent Paolo Barilari.

“Having been able to visit several schools and universities, and having verified first-hand the very high quality of the Canadian education system, will be two elements of great help in promoting destination Canada to our clients,” he continued.

“I hear from agents first-hand – they only send students to schools they personally know”

In the fourth quarter forecast, the report said Italy will see at least 28% growth in Canada as a source market for English language courses.

Spain will also experience 12% growth compared to 2022.

The event also consisted of a FAM trip, where agents were treated to views of the Canadian Rockies mountain range, as well as lunch at Sulphur Mountain.