1. English Language Market Report: Spain A report prepared for the UK’s English language sector Presented by: Jan Kingsley, Director, ASPEL

2. Research sources 1.British Council / English UK 2.Web-based (see the report for lists of sites) 3.Two UK Language schools 4.Three in-depth interviews with specialist agents 5.Ten interactions with Corporate Learning Officers 6.Twelve interactions with teachers from a range of schools 7.Personal experience (TEFler in the 1970s; Business School lecturer since 2000)

3. Historical Factors Since the 1970s, Spain has been a very strong market for English language, both in Spain and abroad Historically, the reasons have been: Spain’s vibrant tourism sector Membership of the EU in 1986 (with the possibility to work abroad) Lack of well-qualified teachers in the school system

4. Current Situation Some 40,000 students visit the UK each year to improve their English This is approximately 5% of the total numbers of students and approximately 50% of the Spanish students that take courses abroad The market is: Maturing Hardening Diversifying Fragmenting

5. Key STEP Factors Decentralisation to Comunidades Autónomas Bologna Agreement Major investments in education since 1999 (a 52% increase) From country to city Immigration, especially from Latin America Culture change in families Increasing travel Overseas (Higher) education 2nd-highest users of Social networks in Europe I computer per 4.6 children in public sector schools (9.6 in private sector) Over 80% of under-15s use web 20-40% unemployment Austerity measures Depreciation of Eurof Regional investment in knowledge industries

6. Government Strategies re: English-Language + > 300 Escuelas Oficiales de Idiomas offer free classes and examinations + > 2,800 government-funded English Language Assistants + MoE - BC bi-lingual schools project now includes 122 schools + Comunidad Autónomas investing in bi/tri-lingual schools and CLIL (Content & Language-Integrated Learning). Numbers of bi/tri-lingual schools vary between 30 in Cantabria to > 300 in Madrid. = Steady market decline over coming years in ‘General English’ private / overseas sector

7. Market Segments Category 1: 6-16 yr-olds Category 2: 16-19 yr-olds Category 3: Under/post graduate students Category 4: (Trainee) Teachers Category 6: Corporate clients Category 5: Individual Professionals

8. Category 1: 6-16 yr-old segment Trends / IssuesMarket in next 10 yearsMarketing & Relationships Summer camps in Spain School trips ESO Exam preparation Increase overall in Spanish schools and within Spain Decline in demand for private provision Agents Educational Fairs CA Language Directors School Language / CLIL Coordinators

9. Category 2: 16-19 yr-olds Trends / IssuesMarketMarketing / Relationships Bologna Agreement (studies in other countries) Web-’native’ generation Slow increase overall for next 5 years, and then accelerating decline Countries other than UK attractive Friend-orientated discounts Pre & Post-programme online support Social media

10. Category 3: Under/Post Graduates Trends / IssuesMarketMarketing / Relationships Job search (placement) Web-savvy Short of cash; still mostly funded by parents Fastest-increasing sector, and likely to remain so for next five years In longer term, also expect decline as students come up through bilingual schools and undertake degrees in English and / or in other countries Departmental Coordinators Institutos de Formación Profesional (EAP) Social media Virtual Worlds Support for grants

11. Category 4: (Trainee) Teachers Trends / IssuesMarketMarketing / Relationships Lack of sufficiently- qualified EFL / CLIL teachers in state system Substantial government / CA funding for training & exchanges Formación Profesional stream for non-graduate language teachers Continued (slow) increase over next ten years. Will immigrant teachers fill the resource gaps? Referrals scheme Contact CA Language Directors to offer regional or customised services in Spain or in UK Pre & post programme support Support for grants and funding

12. Category 5: Individual Professionals Trends / IssuesMarketMarketing / Relationships Many 30-40 yr-olds did not learn English at school, and are therefore willing to invest in learning for professional purposes Continued slow increase for next five years Language Directors at Business Schools Business School magazines Professional networks Guest speaking at Institutos and other HE centres, especially on Exec Ed programmes

13. Category 6: Corporate Market Trends / IssuesMarket in next 10 yearsMarketing & Relationships Increasing successful internationalisation of Spanish companies (Iberdrola, Telefónica, Union Fenosa..) Lack of language skills in key executives In or out-sourcing of corporate programmes Companies will continue to invest in language training as they expand overseas Corporate Learning Officers (invite to UK) Attendance at HR Conferences (* to Pilgrims) Partner with Spanish EFL schools and/or Business Schools with corporate clients Chambers of Commerce / Professional Associations

14. Gaps in the Market? Exam-driven programmes (for the Spanish ESO or Bachiller exams) ‘Thrills ‘n Spills’ adventure holidays Web-based learning Language & Culture for the ‘silver’ generation

15. General Comments / Observations Spain has become and will continue to develop as a sophisticated market, requiring more targeted marketing strategies and techniques on the part of UK schools. The General English market is likely to decline in the next 5 to 10 years Other markets will remain steady or increase slowly over the next 5 years and then begin an accelerating decline. There are a number of markets (university, teacher-training, corporate sector) where demand is high and likely to remain so; there are opportunities for quality providers Social Media Management is important and will become more so. Few UK schools manage this well (if at all)

16. Questions? Thank you to those who: initiated and funded the project agreed to be interviewed and responded to questionnaires are here now!

17. The Comunidades Autónomas