Interest in the UK as an English language study destination is on the rise according to a recent report from one of Japan’s largest study abroad agents, Ruygaku Journal.  The report, which was published in July 2019, was based on a survey of Ryugaku Journal’s customers (enquirers and conversions) in 2018.

Ryugaku Journal caters to all ages and levels of study, though the vast majority of its enquiries are for short and long-term English language programmes. Given the size of Ryugaku Journal’s customer base, this report provides a useful indicator of Japan’s ELT market and the UK’s position within this.  

Key findings from the report:

• The number of students choosing the UK was up 12% on 2017. This was the second successive year of double-digit growth for the UK.
• For the fifth year running Canada was the most popular destination accounting for 36% of students.  Australia, the United States and the UK made up the top four accounting for 21%, 19%, and 9% of students respectively. Of these destinations, only the UK witnessed an increase in student numbers in 2018. 
• Young learner (age 11-18) enquiries were up 15% on the previous year. This was the eighth successive year of growth for this cohort.  The majority of enquiries were for short-term (2-4 week) English language programmes delivered in spring and summer holidays.
• Enquiries from first year high school students (age 15-16) grew 30% on 2017.
• There was growth in enquiries from working professionals in their 30s (+2%), 40s (+12%) and 50s (+49%). Short-term programmes continue to be the favoured choice for professionals with more than half taking courses of less than 8 weeks in length.

The UK ELT sector has faced many challenges in recent years not least negative perceptions around cost and safety, so it’s encouraging to see a second successive year of growth in student numbers.  While these negative perceptions do persist somewhat, the UK is highly regarded in Japan in terms of quality of teaching, diversity of students, wide range of programmes and the rich cultural experience on offer.  These more positive associations, together with a more favourable exchange rate since the EU referendum, are likely to be important factors behind the recent growth in student numbers.

While the report provides encouraging results for the UK, it’s important to note that Canada, Australia and the US remain well ahead in terms of student numbers.  Canada and Australia in particular have achieved significant market growth in recent years largely due to positive perceptions as being safe, welcoming destinations with comparatively low tuition fees.  Canada also benefits greatly from the fact that many of its ELT schools have Japanese-speaking staff and produce promotional materials in Japanese. 

The report provides further evidence of strong growth in interest in study abroad among young learners. Drivers behind this trend include English language education reforms, reforms to the university entrance examinations, a growing awareness of the importance of gaining study abroad experience at a young age, and government/industry support for study abroad through the Tobitate Ryugaku Japan scholarships.  

In terms of the working professional market, interest in overseas English language programmes is being driven by myriad factors which include the Rugby World Cup and 2020 Tokyo Olympic and Paralympic Games (these events are offering volunteering opportunities for people with English language ability), the recent tourism boom which has exposed a shortage of English speaking staff in the service sector, and strong demands from industry for staff with study abroad experience.  Looking ahead, the introduction of compulsory paid leave from April 2019 and general reforms to working life will provide further impetus for professionals to seek overseas study opportunities.   

UK English language schools are encouraged to note these trends, particularly with regard to the young learner market, and that further growth is anticipated in the coming years.  Schools wishing to capitalise on the upturn should be aware that Japan is an agent-focussed market so building and maintain strong relationships with local agents is key.  Schools should also note that face-to-face engagement is highly valued in Japan so regular trips to meet agents and prospective students is advised.

If your school is not currently recruiting from Japan but would like learn more about the market and the opportunities here, please contact Hal Parker (hal.parker@britishcouncil.or.jp).