Page 36 - StudyTravel Magazine May 2025 Issue

MARKET ANALYSIS

Change in top nationalities in the UK by student weeks (2014-2024) 2024
21% Italian
13% Saudi
8% Turkish
7% Spanish
6% Swiss
4% 4% 4% 5% Korean
13% 24% 21% 7% 13% 2% 8% 7% 11% 7% 6% 6% 6% 2% 5% 5% French
ITALIAN SAUDI TURKISH SPANISH SWISS KOREAN 5% Japanese
4% Brazilian
4% Chinese

Ben Whittaker attributed to factors such as Change in overall length
from EngXcel enhanced government scholarship of stay (2014-2024)
talks to us... programmes, greater economic
stability, and a strong demand for 6
“Our largest student high-quality English education. For
nationalities currently include 2025, we are particularly focusing
Spanish, Italian, Argentinian and on growth in Latin America, while 4
Chinese students, alongside a also strengthening our presence
noticeable rise in Turkish enquiries. in European markets. The post-
Over the last 4-5 years, we’ve pandemic landscape has reinforced 2
observed increasing interest the importance of offering flexible,
from Middle Eastern and Latin tailored programmes to meet the
American markets. The growth needs of diverse student groups.” 0
in Turkish enrolments can be www.engxcel.com 4.7 weeks 3.6 weeks 3 weeks

Marketing spend by category

TRAVEL COSTS AGENCY COSTS PUBLICITY COSTS
2014 2014 2014

31% 33% 36%
14% 8% 4% 3% 2% 28% 2%3% 11% 21% 1% 3%
2019 2019 2019

42% 29% 29%
19% 15% 4% 1% 3% 25% 3%1% 14% 14% 1% 0%
2024 2024 2024

36% 49% 15%
22% 9% 3%1%1% 45% 2% 2% 8% 6% 1% 0%
Agent conferences Commission Own brochures
Marketing trips Agency brochures Internet
Agency visits Incentives Magazines for agents
Entertainment Magazines for students
Student exhibitions

MAY 2025 33