Page 40 - StudyTravel Magazine April 2025 Issue

MARKET ANALYSIS

Change in top nationalities in Ireland by student weeks (2014-2024) 2024
23% Spanish
19% Italian
17% Brazilian
6% French
4% Austrian
5% 2.5% 4% 5% 3% Mexican
14% 17% 23% 25% 36% 19% 20% 17% 7% 6% 6% 2% 1% 3% 3% Turkish
SPANISH ITALIAN BRAZILIAN FRENCH AUSTRIAN MEXICAN 3% German
2% Japanese
2% Chilean

Lorcan O’Connor immigration restrictions impact Change in overall length
Lloyd from competitor destinations. We are of stay (2014-2024)
English working closely with government
Education to promote opportunities in Latin 8
Ireland talks America, China, and the Middle East.
to us... One challenge on the horizon is 6
the adoption of new regulatory
“In 2024, we saw continued growth. framework, TrustEd Ireland. While we 4
Young learner programmes per- are positive about the framework,
formed particularly well, with strong the process of application and
enrolments across mini-stays and inspection will be significant for 2
junior summer courses. There are schools. There are also concerns
significant opportunities for growth about the associated costs.” 0
in non-EU markets, particularly as www.englisheducationireland.ie 6.1 weeks 3.5 weeks 8 weeks

Marketing spend by category

TRAVEL COSTS AGENCY COSTS PUBLICITY COSTS
2014 2014 2014

30% 40% 30%
8% 11% 5% 4% 2% 29% 8% 3% 9% 15% 4% 2%
2019 2019 2019

40% 42% 18%
17% 13% 7% 3%0% 34% 3% 5% 8% 10% 0%0%
2024 2024 2024

48% 47% 5%
30% 13% 3%2%0% 42% 3% 2% 3%2%0%0%
Agent conferences Commission Own brochures
Marketing trips Incentives Internet
Entertainment Agency brochures Magazines for agents
Agency visits Magazines for students
Student exhibitions

APRIL 2025 37