IN-FOCUS: ITALY & SPAIN

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IN-FOCUS: ITALY & SPAIN Tracy Harris Manager,

60 million people Founding member of the EU Advanced

1 IN-FOCUS: ITALY & SPAIN Tracy Harris Manager, International Education AIEC 2013 ITALY A LAND OF CONTRASTS ON ONE HAND. 8 th largest economy in world 3 rd largest in Eurozone 60 million people Founding member of the EU Advanced economy - globally renowned for design and manufacturing excellence / luxury brands 2 1

2 ITALY A LAND OF CONTRASTS ON THE OTHER Longest recession since WWII (8 consecutive quarters from 2011 onwards) 12% unemployment 40% youth unemployment Politically unstable One of the largest public debts in the world at 130% of GDP AND YET 7 consecutive years total student visas Averages out to 27% annual growth in total visas Growth across all sectors 4 th largest overall source of students in Europe Key growth market in region 3 KEY DRIVERS OF DEMAND ECONOMIC Stagnant economy High youth unemployment Austerity budget impact on education Lower personal debt Best jobs campaign interest 60% aged between considering a better life overseas Political uncertainty More compelled than ever to invest Disillusioned 4 2

3 KEY DRIVERS OF DEMAND STUDY/SKILLS Employer demand for English competency / international skills Parents recognition of need for diverse skills Working Holiday Makers 66% in realise they need English stay on for further study OTHER Strong country ties Australia as the dream destination in the media Increased awareness 5 OPPORTUNITIES FOR AUSTRALIA OPPORTUNITY Increasing interest in study abroad, plus internships, scholarships High ELICOS numbers feeder opportunities Working Holiday Visa holders captive target market for ELICOS Innovative alumni strategies all education sectors KEY POINTS Presentations at partner universities - potential return postgrad students Captive audience of potential students already sold on Australia Need to be explicit why ELICOS will make a big difference for them (more jobs, better jobs ) Engage from enrolment, build in incentives during studies 6 3

market entry, have grown in recent years more agents interested in these, establishing relationships with local schools

4 10/16/2013 OPPORTUNITIES FOR AUSTRALIA OPPORTUNITY KEY POINTS VET courses more feasible for Many are enrolling from within some due to smaller time/cost Australia onshore marketing commitment Secondary school student numbers Study tours for initial market entry, have grown in recent years more agents interested in these, establishing relationships with local schools Growth expected to continue due to Now is the time to capitalise during slow road to recovery growth phase 7 SPAIN 4

SPAIN OVERVIEW KEY STATISTICS 13 th largest economy globally 4 th largest economy in Eurozone 42 million people Many renowned multinational companies 9 SPAIN OVERVIEW ECONOMIC DATA Two years of

5 SPAIN OVERVIEW KEY STATISTICS 13 th largest economy globally 4 th largest economy in Eurozone 42 million people Many renowned multinational companies 9 SPAIN OVERVIEW ECONOMIC DATA Two years of recession, however recent signs of recovery 27% unemployment 56% youth unemployment Housing bubble bank bail out STUDENT VISAS 10+ consecutive years growth in total student visas 29% average annual growth over last 5 years Over 60% are ELICOS

6 KEY DRIVERS OF DEMAND ECONOMIC High unemployment Low English competency relative to EU neighbours Strong demand from local employers for English competency STUDY/SKILLS No Working Holiday agreement Student visa work rights Now 4 th largest ELICOS market in Europe overtaken Germany Some regions offer scholarships for overseas tertiary study VET skills are more aligned with job market Spanish Govt is promoting vocational study (trialling German system), driving more interest and recognition 11 OPPORTUNITIES FOR AUSTRALIA OPPORTUNITY Different experience, skills KEY POINTS Mix of nationalities Agents Highlight points of differentiation VET Word of mouth, lots of blogs, Twitter, Facebook Ongoing growth - increasing awareness, employer demand Niche courses not available in Spain Positive experience is important Tailor marketing strategy to Spanish characteristics/needs

7 OTHER TIPS Don t group the three countries together different markets/opportunities need different strategies Provide information in local language creates stronger engagement use in-country translators Ensure websites also have smartphone-compatible versions increasing usage by students 13 Tracy Harris, Austrade Canberra tracy.harris@austrade.gov.au Web: Sheralyn Derrick, Austrade Milan sheralyn.derrick@austrade.gov.au Web: Janine Taylor, Austrade Madrid janine.taylor@austrade.gov.au Web:

STUDENT VISA HOLDERS WHO LAST HELD A VISITOR OR WHM VISA Student Visa Grant Data

STUDENT VISA HOLDERS WHO LAST HELD A VISITOR OR WHM VISA 2013-14 Student Visa Grant Data Over 40,000 or 14% of all student visa grantees in 2013-14 last held a visitor or WHM visa Visa grants by sector