The PIE: What does BELTA offer and whom does it represent?
CR: BELTA is a non-profit association of Brazilian education agents. It was founded 20 years ago by six members. They were looking to regulate the market and discuss ethics and how to proceed in an emerging country when placing students abroad. Nowadays BELTA has 54 members, representing about 600 foreign institutions and programmes.
The PIE: Is most of your business language and HE?
CR: I would say our agents work mainly with four sectors. First language learning, which according to BELTA research is out number one area of study abroad business. This is followed by high school programmes and programmes where you work, like internships, work and travel and au pair programmes.
In terms of volume, tertiary and technical education is the lowest. That’s because the best universities in Brazil are free. So the middle classes invest a lot up to that point in language and high school preparation. But then the students will go into undergraduate programmes in Brazil. However, they go abroad again for postgraduate courses.
“Brazilians are always looking for something extra, so the agents are putting together programmes that combine language and other things”
The PIE: Some say the Brazilian ELT market is diversifying. Do you agree?
CR: Well, Brazilians are always looking for something extra. There are a lot of people who have been abroad to do English – it’s the most popular language to study followed by Spanish and French. But they are always looking for something extra, so the agents are putting together programmes that combine languages and other things.
The PIE: Can you give me an example?
CR: The agents are looking for certain niches. They have identified a niche of “over 50’s” learners – people who didn’t have the chance previously to go abroad and study. They actually have time and money to go abroad. They like to combine their courses with cultural activities like learning about wine or dancing.
The PIE: What makes Brazil want new or different courses?
CR: I think it’s part of our culture. We are always looking for something exclusive or different to try. It’s in our nature.
The PIE: What’s the best way to connect with Brazilian students?
CR: BELTA can help! We have a magazine that we distribute free to the public; we give out about 100,000 copies a year. Every year we specialise in one country, so one country is “sponsoring” the magazine so to speak. Information from other countries is included too. And we have our website.
“They have identified a niche of “over 50’s” learners”
The PIE: What about agents? Are they widely used?
CR: Brazilian students do tend to use agencies because they want to make sure the school they choose exists and is good quality. With competition rising, driven by the internet, there have been bad cases of agencies that do not deliver the service that was promised.
Recently one closed its doors, left about 100 students without services and took their money. This is bad for the sector. But that’s where BELTA can help, by upholding ethics and restricting the number of agents who can join us. And we supervise this closely.
The PIE: A lot of people say that the Brazilian student market is growing? Do you agree and will it continue?[More>>]
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