New reports provide valuable insight into key overseas English markets

20 September 2012

 

Three new market reports produced by the British Council in partnership with English UK have been released today. The reports, which focus on China, Turkey and Italy, are a free resource for British Council-accredited institutions, helping UK ELT providers to recruit students from overseas to courses in the UK.
 
The series of reports provide valuable new information which is vital for breaking into key ELT markets, such as gaps in the market and potential pitfalls.
 
The reports help British Council-accredited institutions to gain insights into how the education market works in target countries. Each report assists institutions in building closer connections and promoting their products to potential students and their influencers, overseas partners, study abroad agents and other stakeholders.
 
For Chinese, Turkish and Italian students, the UK is still one of the most popular destinations for studying English abroad. Motivations for choosing the UK include its status as the birthplace of the English language, along with its history and culture.
 
Insights from the reports include:
  • It is anticipated that increasingly fierce competition will occur in the Chinese English language market, which means that UK ELT providers need to consider their marketing strategies to maintain and expand their market share in China
  • Studying English abroad is considered a luxury in Turkey, particularly if there are no part-time work options available for students to take up
  • For many Italians London is the only place to visit, not just because it is the capital, but also so that they can go shopping at Harrod’s, Camden Market and Portobello Road. One in two Italians who choose the UK will express a desire to go to London
 
Michael Carrier, Director of English Language Development at the British Council, said: “The British Council is committed to supporting the UK ELT sector in its development of established and emerging English language student markets. We understand that recruiting students to learn English in the UK brings great financial, educational and cultural advantages to the UK. 
 
Educational agents overseas are key to this success and that's why we interact with them at various international fairs and workshops, and support them through our agent training programme and promotional resource materials. 
 
Across these three different markets of China, Italy and Turkey, agent relations are similarly crucial to ensure UK institutions can make the most of the market opportunities. It is clear from the findings of these three reports that what is common to each of these markets is a growing and still unmet demand for English in the UK. The British Council therefore is very positive about the future growth and development of the ELT sector in the UK. ”
 
The British Council is committed to supporting the UK ELT industry and promoting the value of UK ELT schools through our network of offices and teaching centres overseas. It recognises the importance of foreign students in creating a life-long connection with the UK and its citizens along with their contribution to the UK economy. The British Council is planning a range of future titles in this series of reports. 
 
For more information, please contact Nisha Pawar in the British Council Press Office on +44 (0)207 389 4967 or nisha.pawar@britishcouncil.org  
 
Notes to Editors:
 
The market reports will be available online from next week and will be free of charge to British Council-accredited institutions
 
The British Council creates international opportunities for the people of the UK and other countries and builds trust between them worldwide. We are a Royal Charter charity, established as the UK’s international organisation for educational opportunities and cultural relations.
 
Our 7000 staff in over 100 countries work with thousands of professionals and policy makers and millions of young people every year through English, arts, education and society programmes.
 
We earn over 75% of our annual turnover of £739 million from services which customers pay for, education and development contracts we bid for and from partnerships. A UK Government grant provides the remaining 25%.  We match every £1 of core public funding with over £3 earned in pursuit of our charitable purpose. 
 
For more information, please visit: www.britishcouncil.org. You can also keep in touch with the British Council through http://twitter.com/britishcouncil and http://blog.britishcouncil.org/.