The English language travel industry in South Africa saw growth in both student numbers and weeks from 2011 to 2012 and providers are bullish about 2013 after a solid first half of the year according to the national association of English language centres, EduSA.
Improved numbers are driven by renewal in interest from traditional European markets and a boom from neighbouring African countries. But, while the industry supports 16,000 jobs and contributes R 2.5 billion (US$ 2.4 million) to the national economy, the sector is striving for government support and more widespread accreditation.
“EduSA schools are showing improved numbers for 2013 when compared to both 2012 and 2011,” EduSA Chairman and director of Bay Language Shaun Fitzhenry told The PIE News.
Improved numbers are driven by renewal in interest from traditional European markets and a boom from neighbouring African countries
“This is probably the result of better access to developing markets, such as Africa and South America, an apparent resurgence in our traditional market, Europe, and exchange rates favourable to foreign travellers and students.”
EduSA Member statistics from 2012 show an increase in student numbers by 23% to 8,770 and a healthy 42% growth in weeks to 59,582.To date, 2013 has delivered 4,491 students and 29,171 students weeks. “Most schools are reporting a good second season and good forward bookings,” confirmed Fitzhenry.
With the industry developing rapidly in just 10 years, EduSA’s member base has grown to 20 centres located in Cape Town, Johannesburg, Port Elizabeth and Jeffrey’s Bay all representing about 50% of the market. Despite positive numbers, providers struggle to promote the country as a viable and safe study destination.
“South Africa is not always the easiest destination to sell because of the frequently negative press it attracts, and we all spend a great deal of time and effort countering this,” said Fitzhenry. “We are currently exploring ways of marketing internationally as a unified body as many of us don’t have the resources to do this alone, and working together, while it has challenges, presents so many opportunities.
“We are very aware of the need to raise South Africa’s profile as an international language travel destination.”
“We are very aware of the need to raise South Africa’s profile as an international language travel destination”
Securing study permits for courses longer than three months and gaining recognition by the government in order to accept those students is also a recurring challenge for providers.
EduSA says it is working to have all its members accredited by the South African Qualifications Authority, charged by the department of education to oversee all qualifications, short courses and institutions which offer them.
“Many students have been denied study permits, or renewal of study permits, with a resultant loss in revenue and jobs, for language schools, accommodation providers and the economy,” said Fitzhenry.
However, he’s optimistic that current efforts are “sufficient to prevent our government from strangling a growing industry”.
“They will also make newer markets such as China more accessible to South African schools.”
