ELT in the Gulf States Alison Devine Regional Manager Education UK Middle East.

ELT in the Gulf States

Alison Devine

Regional Manager

Education UK

Middle East

Agenda

• Gulf States overview

• Gulf students and UK ELT – the figures

• The competition – US

• The competition – Australia

• Cultural points

• Impact of the ‘financial crisis’

• Promoting your institution

• Local ELT markets

• British Council objectives and strategies

• British Council Education UK staff in the region

The Gulf States

Populations of the Gulf States

Country Total population

(July 2008 estimate) Nationals Non-nationals

Saudi Arabia 28,686,633 23,110,557 (81%) 5,576,076 (19%)

UAE 4,621,399 1,016,708 (22%) 3,604,691 (78%)

Oman 3,311,640 2,734,347 (83%) 577,293 (17%)

Kuwait 2,596,799 1,305,445 (50%) 1,291,354 (50%)

Qatar 833,285 333,314 (40%) 499,971 (60%)

Bahrain 718,306 483,198 (67%) 235,108 (33%)

Total 40,768,062 28,983,569 (71%) 11,784,493 (29%)

Source: www.indexmundi.com

Note: youthful population – over 50% below 24yrs

http://www.indexmundi.com/

Need for English language

• Arabisation e.g. Emiratisation, Kuwaitisation – born of a concern about increasing unemployment among local nationals and the Gulf’s reliance on foreigners to provide services

• Serious initiatives afoot to involve larger numbers of the local population in all areas of the economy

• English language is recognised as key to working in a globalised world and as a lingua franca for international access and dialogue

• Graduates from local Arabic secondary school generally have very low levels of English and ELT comprises a large % of local foundation courses for entry into tertiary education

Need for English language

• Ministries of Education and Education Councils across the Gulf are acutely aware of the problem and aiming to reform their education systems from kindergarten level upwards

• In the meanwhile, many send groups of students overseas for summer schools e.g. UAE’s Abu Dhabi Education Council, or for longer ELT programmes e.g. Saudi Arabia’s King Abdulla Scholarship Programme (KASP)

• Cambridge ESOL reported 15,000-20,000 examinations in the Gulf in 2008 which included YLE, KET, BEC, BULATS, TKT and CELTA

• Cambridge ESOL and IELTS numbers (around 50,000) are increasing each year as there is a need for using externally assessed examinations which are internationally benchmarked

Gulf students and UK ELT

Source: English UK (2009)

All 6 Gulf States - Total Study Weeks UK 2006-08

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

90,000

100,000

2006(Core Group 75

Members)

2007(Core Group 75

Members)

2008(Core Group 94

Members)

Gulf States Total

Saudi students and UK ELT

Saudi Arabia - Total Study Weeks in UK 2006-08

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

2006(Core Group 75

Members)

2007(Core Group 75

Members)

2008(Core Group 94

Members)

Saudi Arabia


Gulf students and UK ELT

Other Gulf States - Total Study Weeks in UK 2006-08

0

2,000

4,000

6,000

8,000

10,000

12,000

2006(Core Group 75

Members)

2007(Core Group 75

Members)

2008(Core Group 94

Members)

Bahrain

Kuwait

Oman

Qatar

UAE


Summary student weeks


Gulf States2006(75

members)

2007(75

members)

2008(94

members)

% change 2008

Bahrain 261 144 317 120%Kuwait 1,136 1,197 1,831 53%Oman 1,862 1,973 2,329 18%Qatar 2,488 1,896 4,597 142%Saudi Arabia 17,447 22,537 68,827 205%UAE 3,810 3,918 10,017 156%

Total 27,004 31,665 87,918 178%

Market share

2006 2007 2008

Saudi Arabia 3.57 4.59 8.68

UAE 0.78 0.80 1.27

Qatar 0.51 0.39 0.58

Oman 0.38 0.40 0.34

Kuwait 0.23 0.24 0.23

Bahrain 0.05 0.03 0.04

Total 5.53 6.44 11.14

% of Total Student Weeks (Market share)


Detailed country breakdowns 2008

1 2 3 4 5 6 7 8 9 10

CommNon-

CommSub Total

Adult JuniorSub Total

General English

Bus & Prof

English Plus

Other ESP

One-to-One

Total Student Weeks

Bahrain 105 212 317 276 41 317 282 8 0 25 2 317 0.04

Kuwait 967 864 1,831 1,650 181 1,831 1,742 11 0 67 11 1,831 0.23

Oman 1,879 450 2,329 2,247 82 2,329 2,583 11 14 98 1 2,329 0.34

Qatar 2,661 1,936 4,597 3,990 607 4,597 4,138 144 150 71 108 4,597 0.58

Saudi Arabia 46,488 22,339 68,827 67,021 1,806 68,827 66,096 228 297 1,551 277 68,827 8.68

UAE 8,085 1,932 10,017 9,712 305 10,017 9,500 2 20 435 30 10,017 1.27

Total 60,185 27,733 87,918 84,896 3,022 87,918 84,341 404 481 2,247 429 87,918 11.14

Core Group 2008 (January to December) - 94 members

GULF STATES

% Total Student Weeks (Market share)



1 2 3 4 5 6 7 8 9 10

CommNon-

CommSub Total


General English

Bus & Prof

English Plus

Other ESP

One-to-One

Total Student Weeks

Bahrain 125 19 144 137 7 144 93 0 0 46 5 144 0.03

Kuwait 831 366 1,197 1,087 110 1,197 1,171 8 2 3 13 1,197 0.24

Oman 1,810 163 1,973 1,955 18 1,973 1,869 28 0 76 0 1,973 0.40

Qatar 1,315 581 1,896 1,752 144 1,896 1,835 15 25 21 0 1,896 0.39

Saudi Arabia 15,167 7,370 22,537 21,767 770 22,537 21,173 318 80 878 88 22,537 4.59

UAE 3,402 516 3,918 3,733 185 3,918 3,330 309 32 243 4 3,918 0.80

Total 22,650 9,015 31,665 30,431 1,234 31,665 29,471 678 139 1,267 110 31,665 6.44


GULF STATES




1 2 3 4 5 6 7 8 9 10

CommNon-

CommSub Total


General English

Bus & Prof

English Plus

Other ESP

One-to-One

Total Student Weeks

Bahrain 175 86 261 250 11 261 217 12 0 32 0 261 0.05

Kuwait 900 236 1,136 1,018 118 1,136 1,104 5 5 22 0 1,136 0.23

Oman 1,716 146 1,862 1,791 71 1,862 1,707 103 20 30 2 1,862 0.38

Qatar 1,408 1,080 2,488 2,297 191 2,488 2,284 43 10 30 121 2,488 0.51

Saudi Arabia 10,639 6,808 17,447 16,673 774 17,447 16,511 246 95 494 101 17,447 3.57

UAE 3,274 536 3,810 3,735 75 3,810 3,444 245 20 90 11 3,810 0.78

Total 18,113 8,891 27,004 25,764 1,240 27,004 25,267 654 150 698 235 27,004 5.53

GULF STATES




The competition - US

Gulf student weeks in US intensive ELT programmes 2002-2007

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

2002 2003 2004 2005 2006 2007

Gulf States Total

Source: Institute of International Education (IIE)


Gulf students in US intensive ELT programmes 2002-2007

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

2002 2003 2004 2005 2006 2007

Gulf States Total



Saudi Arabia student weeks in US intensive ELT programmes 2002-2007

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

2002 2003 2004 2005 2006 2007

Saudi Arabia



Saudi Arabia students in US intensive ELT programmes 2002-2007

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

2002 2003 2004 2005 2006 2007

Saudi Arabia



Gulf student weeks in US intensive ELT programmes 2002-2007

0

500

1,000

1,500

2,000

2,500

3,000

3,500

4,000

2002 2003 2004 2005 2006 2007

Bahrain

Kuwait

Oman

Qatar

UAE



Gulf students in US intensive ELT programmes 2002-2007

0

50

100

150

200

250

2002 2003 2004 2005 2006 2007

Bahrain

Kuwait

Oman

Qatar

UAE


The competition - Australia

Australian ELT - ELICOS and Gulf Total 2002-2008

0

1,000

2,000

3,000

4,000

5,000

6,000

2002 2003 2004 2005 2006 2007 2008

Total Gulf Enrolments

Total Gulf Commencements

Source: Australian Education International (AEI)


Australian ELT - ELICOS and Saudi Arabia 2002-2008

0

1,000

2,000

3,000

4,000

5,000

6,000

2002 2003 2004 2005 2006 2007 2008

Saudi Arabia Enrolments

Saudi ArabiaCommencements



Australian ELT - ELICOS Enrolments 2002-2008

0

50

100

150

200

250

300

350

400

450

500

2002 2003 2004 2005 2006 2007 2008

Bahrain

Kuwait

Oman

Qatar

UAE



Australian ELT - ELICOS Commencements 2002-2008

0

50

100

150

200

250

300

350

2002 2003 2004 2005 2006 2007 2008

Bahrain

Kuwait

Oman

Qatar

UAE


6 month student visa applications

6 Month Student Visa Applications 2006-2008

0

500

1,000

1,500

2,000

2,500

3,000

3,500

Bahrain Kuwait Oman Qatar Saudi Arabia UAE

2006

2007

2008

Source: UK Border Agency

6 month student visas issued

6 Month Student Visas Issued 2006-2008

0

500

1,000

1,500

2,000

2,500

3,000

Bahrain Kuwait Oman Qatar Saudi Arabia UAE

2006

2007

2008

Source: UK Border Agency

Cultural concerns

• Brief host families to better understand Middle Eastern students e.g.• basics of Islam

• prayer times and the importance of prayer – particularly on a Friday

• location of nearest mosques

• halal food – prepare a list of local halal shops and restaurants

• alcohol – actually offensive to many Muslims

• pork – particularly offensive

• dogs – touching a dog is considered by many Muslims to be ‘haram’

• modest dressing

• hygiene (lack of bidets or ‘hoses’)

• very few will have ever used public transport

• some have limited experience of managing themselves e.g. waking up in a morning

Manage expectations

• Manage student expectations beforehand about the standard of UK accommodation• many students will be coming from well-off families and live in luxurious,

modern, spacious villas

• Gulf students are used to high levels of hygiene – many perceive UK bathrooms as ‘dirty’ – perhaps warn about lack of bidets/hoses

• Be prepared to deal with fears and concerns about safety in the light of the Hastings incident last summer and give honest, appropriate advice

Characteristics of learners from the Gulf

• Not used to independent study and critical thinking – rote learning; study skills support may be helpful

• Want the fastest route to achieve certificates

• Expect a significant social element – trips and visits

• Enjoy shopping!

Impact of the ‘financial crisis’

• On the one hand, the recent 30% devaluation of the £ makes a UK education even more attractive (all Gulf currencies besides Kuwait’s are pegged to the US dollar)

• On the other hand, Gulf nationals too have been hit by the crisis and may have less disposable income

• While the full impact of the crisis on the Gulf is not entirely known, it is generally perceived that the region will fare ‘least badly’ in the context of the world economy

Promoting your institution

• Prestige & branding – Gulf students are extremely brand conscious

• ‘Home of the English language’

• Affordable – price sensitivity

• Accessible – visas, entry routes

• Welcoming e.g. picture of local mosque and halal restaurant

• Promotional material in Arabic & sensitive to Islamic culture

• Shout about your strengths & achievements

Promoting your institution

• Agents

• Exhibitions

• ‘Alumni’ – leverage

• Speakers at Gulf ELT conferences

• Research cooperation

• Problems with visiting local schools

Importance of personal relationships in the Gulf

• Relationship building is critical in the Gulf

• Visit major sponsors, for instance the armed forces and the police, who send a lot of students to the UK to study English

• Investigate opportunities to work with firms in the private sector on business English courses

• Keep agents up to date with developments at your institution, especially success stories of students they sent

• Visit the cultural attachés in London

• What sets you apart from other ELT providers?

Local ELT markets – Saudi Arabia

• Broadly, the private ELT market is underdeveloped

• Berlitz, Wall Street, ELS and Direct English present

• Big foundation year programmes at universities a real growth area – offer opportunities for potential UK/Saudi partnerships

• Massive demand for teacher training, especially CELTA, as most of these universities ask for it

• Nobody is offering CELTA in the Kingdom, apart from British Council’s annual course to women only in Jeddah

• “I would say the market here is wide open”

Local ELT markets – UAE

• International House – mainly Teacher Training and CELTA options

• Inlingua, Berlitz

• Several small language schools

• Offer a range of services including training in languages, management skills, soft skills and IT

• Large foundation year programmes at universities and Higher Colleges of Technology

• High demand for IELTS

Local ELT markets – Qatar

• Growing demand - all 6 colleges/universities in Education City require IELTS 6 to enter programmes or at least 4 to join the bridging (foundation) year

• Demand for ELT is met mainly by universities and colleges (College of the North Atlantic in Qatar in particular)

• A few local private centres, but they do not satisfy a large % of the demand – Bell, CNAQ, ELS, CHN, Expression, Academic Bridge, Berlitz, Language Training Institute

• Increasing demand from schools for teacher training and language training for staff and students

Local ELT markets – Bahrain

• Berlitz, American Cultural Centre, Dar Al Ma’arafa

• The market for adult, young learner, corporate and IELTS courses is growing

• English language competence is a key skill for university entrance and employment

British Council objectives and strategies

• To increase awareness of the Education UK brand and UK educational offerings to target groups and the wider general public and increase the number of ME-domiciled students studying ELT in the UK by 10% year on year through:

• more outreach work into schools, colleges and various institutions across the ME

• more extensive use of media & PR, e-newsletters and identity/brand profiling

• specific campaigns focusing on English Language

• proactively working with, training and supporting Education agents, Careers’ Officers & School Counsellors across the Middle East

• cultivating closer relationships with Scholarship Agencies

British Council objectives and strategies

• Establish Middle East education collaboration priorities at governmental and institutional level and devise mechanisms for bringing ME and UK key players together

• Secure the UK’s position as a leader in international education via various regional projects e.g.• English for the future

• Quality Assurance in higher education

• Research capacity building

• Skills for employability

British Council Education UK staff in the region

Bahrain Ms Maryam Abdulla [email protected]

Kuwait Mr Rafat AbuTaleb [email protected]

Oman Zainab Al Barwani [email protected]

Qatar Ms Rana El Adaoui [email protected]

Saudi Arabia Mr Mahmoud Mouselli [email protected]

UAE Mr Tim Carnley [email protected]

UAE Ms Alison Devine [email protected]

ELT in the Gulf States Alison Devine Regional Manager Education UK Middle East.

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Transcript of ELT in the Gulf States Alison Devine Regional Manager Education UK Middle East.