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Trends and opportunities
The market
Spain is a modern, consumer-driven society with a resident population of 40.6 million and an additional population of approximately 50 million tourists each year. It is the fifth largest economy in the European Union (EU).
Given the fact that Spain is the second largest tourism market in the world and now belongs to an extended European community of 25 countries, English competency remains the most sought after skill by Spanish employers.
English is the still the most popular foreign language learnt in Spain, yet compared to its European counterparts, Spain’s English competency is still quite poor. This deficiency is openly acknowledged by the Spanish Government and is being addressed through a range of initiatives:
- Foreign language learning is compulsory for students aged 6-16.
- The number of hours per week in English language tuition have increased and class sizes are to be decreased.
- Overseas language study program for non-university foreign language teachers are subsidised by the Spanish Education Board.
- Special programs are also being implemented to improve language study opportunities throughout the less-advantaged communities in Spain.
- Short-term exchange programs at both primary and secondary level, are becoming an increasingly popular method to improve children’s English language skills, whereby students spend one to three months in a sister school in either the UK or USA.
Tertiary studies remain the most sought after academic qualification in Spain however, vocational studies (Formación Profesional) which currently accounts for a much smaller percentage of the Spanish market is expected to occupy a much larger market share over the next 10 years, due to the Spanish Government's recognition of the gap between the vocational skills training available and the demand of the labour market and therefore, the need to develop a parallel educative system to that of Germany and the UK.
While the number of Spanish students enrolling in Australian courses is still relatively small, student numbers are increasing steadily each year. English Language Intensive Courses for Overseas Students (ELICOS) are still the first choice for Spanish students, followed by higher education and postgraduate research programs.
Only 20 per cent of Spanish students studying in Australia are on student visas, while the rest travel on tourist visas and therefore, it is estimated that the total number of Spanish students studying in Australia to be five times higher than officially recorded.
Spaniards tend to travel in summer (July to September) and are interested in ELICOS courses during this period. The average stay for ELICOS is seven weeks.
Opportunities
Spain continues to be a growing market for Australian education providers with student numbers increasing steadily each year.
The following areas have been identified as offering potential for Australian suppliers in Spain:
- English for specific purposes (especially business related studies or tourism with possible work experience placements)
- 'English Plus' courses - courses tailored to a specific niche market (which would attract agent interest)
- Preparation courses for internationally recognised English proficiency exams, such as Cambridge, IELTS and TOEFL
- Hospitality and tourism courses
- Dramatic arts, Journalism and Film
- Translator/interpreter courses
- Postgraduate and masters programs, focusing on areas such as, international business and marketing, IT, marine and environmental sciences
- Internship or work experience programs are in demand and opportunities are high
Competitive environment
Australia’s main competitors in Spain are Ireland and the UK for ELICOS courses, USA for high school academic year and university studies. Other countries such as Canada, New Zealand and Malta are gaining a bigger market share.
Australia is perceived as distant, unknown and therefore expensive, but advantages over its competitors include:
- Price competitiveness (overall costs are far less than the USA and the UK if the stay is more than seven weeks)
- Native English-speaking teachers
- Accrediation systems which guarantee quality of service
- Flexibility in Australian study structure
- Shorter qualification periods (two to three years for an undergraduate course) and an emphasis on the practical application of learning
- Opportunites to work on a student visa
- Excellent quality of life and a safe, stable and pollution-free environment
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Tariffs, regulations and customs
Industry standards
Qualifications obtained from Australian institutions are not automatically recognised in Spain, but can be validated by the Spanish Ministry of Education, Culture and Sport, as long as they correspond to an existing Spanish qualification.
The recognition of qualifications is undertaken on a case-by-case basis, taking any where from six months to a year to validate, not every qualification can be recognised.
Australian High School qualifications are recognised but only if the student completes a full academic year.
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Marketing your products and services
Market entry
Although Spanish student enrolments in Australia are still low compared to other more traditional markets, Spanish students are discovering that Australia is an attractive and viable study destination due to its unique environment and its excellent quality/cost ratio, this is reflected in the increase in student visa numbers.
To attract Spanish students:
- Foster strong relationships with Spanish agents as they have a limited knowledge of Australia and its education capabilities and can be reluctant to promote it.
- Competition is increasing and strength areas must be developed to give your centre and your agent(s) a competitive edge.
- Maintain regular contact with Spanish agents.
- Keep agents well informed about developments and changes.
- Target provincial agents, especially in southern Spain (Madrid and Barcelona-based agents already receive regular information updates and visits).
- Ensure that the agent you choose has established a good reputation within the student market. Membership to a reputable association such as the Spanish Association for Promoters of Overseas Courses (ASEPROCE) is a good market indicator.
- Attend Austrade-recommended education trade fairs such as AULA and Expolingua
- Consider placing an agent or institution advertisement in the main 'Study In Australia' Spanish-language publication - 'Estudiar en Australia - Contactos en España'. A joint initiative between Moonshine Media and Marketing, and Austrade.
- Consider providing your agent with marketing materials in Spanish.
- Consider maintaining a small Spanish language website for international students, this website will also attract attention from students in South American markets.
- Provide agents with cost of living information/comparisons. Australia is very price competitive, however, most agencies are not actually aware of this advantage and many still have the perception that Australia is an expensive destination.
- Limited numbers of Australian scholarships are currently available, and an increase in these would also help to further publicise Australian education and create ‘testimonial’ marketing opportunities.
Generally, be aware that agents will:
- Provide access to the major student consumer markets in Madrid and Barcelona
- Ensure you have good representation through their head offices in Madrid and delegations in the provinces
- Prefer to meet Australian representatives on a regular basis
- Rarely respond to unsolicited correspondence
- Prepare marketing brochures and material towards the end of the calendar year
- Be less receptive to visits from April to August, as this is the time when most courses are sold
There are now many ELICOS players in the market and therefore competition is increasing. Consider introducing agents first-hand to Australian education institutions. Agents who have visited Australia are the most effective promoters. This is equally true for all other education sectors.
Spain continues to experience rapid growth in information technology, Internet and other related online services. In the education sector this is resulting in a visible increase in the number of domestic and international institutions offering online courses, forums and services. The number of universities and business colleges offering online masters, MBAs and other postgraduate courses is increasing at a rapid rate.
Although the Internet is becoming an increasingly popular tool for students seeking information on study options, Spanish students still tend to approach education agencies for information about studying abroad. A limited number of travel agencies also handle study enquiries and Student Information Offices (schools, universities, language centres, youth centres) distribute material on international courses.
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Contact details
The Australian Trade Commission (Austrade) is the Federal Government agency that helps Australian companies win overseas business for their products and services by reducing the time, cost and risk involved in selecting, entering and developing international markets.
Austrade offers practical advice, market intelligence and ongoing support (including financial) to Australian businesses looking to develop international markets. Austrade also provides advice and guidance on overseas investment and joint venture opportunities, and helps put Australian businesses in contact with potential overseas investors.
A list of Austrade offices (in alphabetical order of country) is available.
More information
For further information please contact Austrade on 13 28 78 or email info@austrade.gov.au
(Last updated: 13 Jul 2007)
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