Bonard’s ELT Annual Report 2024 showed the recovery rate of the ELT sector slow slightly in 2023, with student numbers expected to remain or dip below 2023 levels across the ‘Big Four’ study destinations this year.
The number of students studying English language courses in Canada, US, Ireland, UK, South Africa, Australia and New Zealand increased by 40% compared to 2022, reaching 78% of pre-pandemic levels.
While the UK retained its top global position for attracting ELT students by a large margin, less traditional destinations such as Ireland and Malta stood out for their year-on-year increase in the number of language students, according to Bonard’s international education director Ivana Bartosik.
“These destinations benefit from being relatively affordable while offering work rights to English language students and more accessible visas,” Bartosik told attendees of a Bonard webinar on September 3, 2024.
Notably, Ireland outperformed Canada for the first time in 2023, moving into fourth position for attracting the most English language students, the data revealed.
English language programs have always been creative and have reacted to demands of the sector
Daryl Bish, EnglishUSA
The UK experienced a large growth in junior language learners who made up 61% of student numbers in 2023, the largest proportion of any destination.
The data also revealed that more juniors were taking English language courses at a younger age.
In light of restrictions in Australia and Canada and the previous UK government’s negative rhetoric surrounding international students, speakers from the main study destinations highlighted the growing potential of the junior market.
“Government regulations are not directly for the ELT sector, but they still have an impact… negative government policies sometimes don’t even have to happen in your own country for them to have an impact on the sector as a whole,” English UK chief executive Jodie Gray told the webinar.
Representatives from English UK, EnglishUSA, English Australia and Languages Canada emphasised the importance of government policy shaping perceptions of study destinations and determining language student flows.
“The perceptions that elections bring towards your country are real… During the previous administration the US was seen as a less welcoming destination among international visitors,” said EnglishUSA president Daryl Bish.
“If we have a good election result [in November], we expect to see similar growth this year as we did in 2023 – positive but slow – and we hope to see growth in the junior market.
“We used to regularly have students stay for one year or more but that is no longer the case… there is high demand for short term courses which programs and universities will have to adapt to,” added Bish.
For the first time, Colombia became the top ranking source country for the ELT sector in terms of student weeks, achieving 189% growth compared to 2019.
Latin America stood out for driving the most growth, with Chile and Mexico achieving 156% and 135% growth respectively.
We have to rely on data to make decisions because we can’t rely on past experience anymore
Jodie Gray, English UK
Despite growth in some regions, the sector is adjusting to a “new normal”, delegates agreed, which is “buffeted by external factors” such as technology and greater price sensitivity of source markets, said Gray.
“We have to rely on data to make decisions because we can’t rely on past experience anymore,” Gray said, pointing to the “resilience” of the English language learning sector, which has shown itself “time and time again”.
While Australia maintained its position in 2023 as the number one destination in terms of student weeks, visa fee hikes have brought “2024 student numbers back to covid levels”, according to English Australia CEO Ian Aird.
The government’s proposal of international enrolment caps is also having an impact on the perception of Australia as a study destination, but – in one piece of good news for ELT – it has been confirmed that language students will be exempt from the cap.
In Canada, where language students were not exempt from its study permit cap, Languages Canada executive director Gonzalo Peralta emphasised the importance of ELT providers diversifying and maintaining good relationships, highlighting that “governments change in a few years, and those providers will still be there”.
“We’re not about immigration, we’re not about work. Those are outcomes and influences but we’re about language education and bringing people together to create an unforgettable experience. If we remain true to that, our path will remain clearer,” said Peralta.
“English language programs have always been creative and have reacted to demands of the sector, whether that is offering English plus other training or more short-term tourist programs,” said Bish.
