This resurgence, detailed in BONARD’s “Global ELT Annual Report 2023,” reflects varied regional performances and shifts in source markets. While countries like Canada, the UK, and the US faced challenges such as visa issues, Australia, Malta, and Ireland experienced robust rebounds.
The English Language Training market, after facing significant challenges during the pandemic, is showing signs of robust recovery, nearing 90-95 percent of its 2019 volume by 2023. This resurgence is highlighted in the “Global ELT Annual Report 2023” published by BONARD, a leading research firm known for its comprehensive analysis of the ELT sector.
Regional Performance and Market Dynamics
Image source: Market recovery by destination, Global ELT Annual Report 2023
The ELT landscape has experienced varied recovery rates across different regions. Canada, despite strong performance in 2021, faced setbacks due to visa processing issues later in 2022. The UK saw substantial growth, but Brexit and other factors affected student mobility. The US struggled with visa refusals and processing delays. In contrast, Australia, Malta, and Ireland witnessed significant rebounds, with Malta notably surpassing its 2019 student volume.
Shifts in Source Markets
The Latin American region, particularly Colombia, Chile, Argentina, Peru, and Ecuador, played a pivotal role in the market’s recovery, reaching their 2019 volumes. Japan overtook China as the largest Asian market, partly due to China’s prolonged border closures. The resurgence of Turkey’s market and Thailand’s rise to a top position are also notable. However, Italy’s slow recovery, especially in youth programming, poses a concern.
Image source: Top sending markets for language students, Global ELT Annual Report 2023
Emerging Trends in ELT
Key trends observed include a slower recovery in the junior sector, longer student stays due to increased travel costs, a younger student demographic, and persistent staff shortages. Visa processing issues have significantly influenced market shares among destinations.
Challenges and Opportunities
Increased English proficiency in key source markets is posing a challenge, necessitating a shift towards specialized and unique educational offerings. Patrik Pavlacic, BONARD’s Chief Intelligence Officer, emphasizes the importance of integrating professional development and networking opportunities into ELT programs to maintain relevance and appeal.
The Rise of Branch Campuses and Intra-Regional Mobility
There is a growing interest in establishing branch campuses and transnational education (TNE) initiatives. Data from IDP indicates a preference shift among students towards obtaining foreign degrees in their home countries. Additionally, a trend of Asian students preferring regional destinations like Singapore, the Philippines, and Malaysia for ELT is becoming increasingly evident.
Adapting to Rapid Industry Changes
The ELT sector’s landscape is rapidly evolving, posing unique challenges for traditional market leaders. These include dealing with higher English proficiency in source markets, changing student preferences, accommodation shortages, and visa-related issues. BONARD recommends that ELT providers adapt by developing new competitive strategies to remain viable in this dynamic market environment.
