The US is the top choice for Chinese parents booking short-term language programs for their children

The US is the top choice for Chinese parents booking short-term language programs for their children

A new survey of 500 Chinese parents of children aged 6–18 reveals essential intelligence for overseas educators.

Key Highlights:

• Reputation and safety are key factors guiding Chinese parents’ decisions when it comes to choosing an English language program for their children, while affordability is becoming an increasingly important concern;

• More than 37% of Chinese parents send their children to overseas summer or winter camps to prepare them to study at university abroad;

• Partnering with a reputable agency in China remains essential for overseas educators.

The US is the top destination for Chinese parents looking to book an English language program for their children, followed by the UK and Canada, according to a new survey.

Conducted by our China Branch team, the survey gathered responses from 500 parents of children aged 6–18 to monitor demand for summer and winter camps abroad.

The survey found that traditional English-speaking destinations are still topping the popularity charts, but Asian destinations are becoming more popular thanks to their geographical – and cultural – proximity and more affordable study options.

“Affordability is an increasingly important factor in Chinese parents’ decisions when it comes to booking a language course abroad for their children,” commented Su Su, BONARD Senior Project Consultant.

“We have noticed that the preferred budget range is generally lower than it was before the pandemic.”

Among the factors guiding parents’ decisions are safety concerns and the reputation of agencies in China. This highlights the need for institutions to partner with reputable local agencies trusted by Chinese parents.

Su Su

Senior Project Consultant

“The agency’s reputation is paramount,” Su adds. “Especially for young learners, agencies play a crucial role in organizing groups and giving parents peace of mind.”

The survey results also highlight the role played by overseas summer and winter language camps. Far from being just a holiday, they are an essential step in a young Chinese student’s education, as over 37% Chinese parents consider short-term English language programs an effective way to prepare their children to enrol at university abroad.

With this in mind, courses should be designed with a significant academic preparation element. At the same time, marketing strategies need to effectively communicate how attending a summer camp can help students prepare for university studies abroad.

While language courses abroad remain a crucial experience for Chinese students, domestic programs have also seen an uptick in demand, driven by the Chinese government’s promotion of Chinese culture. For parents, enrolling children in China or within the region also offers cultural familiarity and a sense of safety.

Overseas providers can offer parents peace of mind by partnering with trusted local agencies, but offering the same level of cultural familiarity may be challenging. However, some adjustments can prove especially effective in this regard.

“Chinese parents often prefer to communicate in their native language, Mandarin Chinese, with staff members. Therefore, it would be advantageous for educational providers abroad to employ local staff who are fluent in Mandarin,” explains Grace Zhu, BONARD China Branch Director.

“It's worth noting that international organizers are not only competing with each other but also with Chinese educational providers, which adds another layer of competition in the market.”

Grace Zhu

China Branch Director

Webinar recording:

Explore how to navigate the China education market

The data-driven insights shared during the session offer valuable guidance for short-term language program operators aiming to empower their Chinese student pipelines.

To further explore particular international education data and opportunities pertinent to your institution, please request to speak with one of our experts at china@bonard.com.

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