Page 62 - StudyTravel Magazine November 2018 Issue

DIRECTION studytravel magaZIne november 2018

Market Analysis:
Cyprus

Offering English language programmes in a Mediterranean climate, Cyprus
has held a steady niche in the ELT market but is making strides to
expand beyond European student markets, says MATTHEW KNOTT.

StudyTravel Magazine’s fi rst survey of schools in the junior market is strong in cyprus, with few
cyprus is a tentative fi rst step at providing data schools offering year-round adult courses, and the
and analysis on the country’s eLt sector. the four 12-to-15-year-old cohort made up 31 per cent of
schools participating hosted 2,188 students in 2017, bookings. there was also a healthy market share for
around two thirds of the market according to the younger students (8-to-11 years) at 18.3 per cent.
cyprus tourism organisation. George explains, “We have a lot of families that
Stephan roussounis of english in cyprus www. choose cyprus for their holidays in order to com-
englishincyprus.com relates, “For 2018, our summer bine a relaxing holiday for the parents and at the
school numbers grew by 30 per cent, which we feel same time their children will be attending a summer
is a good result, given it was a World cup year and language school.” Stephan adds that family courses
our biggest market, russia, was the host.” George have proved extremely popular at english in cyprus.
phylactou at Xenion education www.xenion.ac.cy, Building on the growth, schools are are investing
meanwhile, said that their summer school had an in marketing and facilities. english in cyprus joined the
increase in numbers and nationalities. Quality english label and this has had a positive effect
As the inaugural cyprus survey shows, europe on profi le, Stephan relates. meanwhile, George ad-
dominates the student mix, particularly russia, which vises that Xenion is developing a new boarding site for
represented 62 per cent market share among our con- the main school, with the same facilities to be used by
tributors, followed by Italy (7.8) and kazakhstan (4.1). international teenagers on summer camps.
Agents are the main channel of recruitment, Although calling for more government investment,
accounting for 61 per cent of reservations. George schools believe the potential of cyprus lies within its
advises Xenion is looking further afi eld and has seen appeal and connectivity as a tourist destination. Ste-
growth from Japan. “this year, we have signed agree- phan points to affordability, climate, the safety of eu
ments with some top agencies both in the middle status and the fact that airports in cyprus handle 10
east and Asia.” Stephan notes that interest has been million passengers per year – compared with six mil-
stimulated in some Asian markets, particularly korea lion in malta. “the triptych of high-quality classroom
and Japan. “Agents are open to a new destination, learning, climate and out-of-classroom activities are
and are excited to have another sunny, affordable des- a winning recipe for language programmes,” says
tination to add to the portfolio,” he says. George. matthew@studytravel.network

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