A recent survey by Japan Association of Overseas Study (JAOS), an association of study abroad agents in Japan, shows solid interest in overseas study and notable growth for non-traditional destinations.

The survey, which covers conversions for 2018, includes responses from 42 study abroad agents.  In total, 80,566 students studied abroad through the surveyed agents in 2018 (+3% on 2017). English language study was the most popular study mode accounting for 69% of students. Given the large proportion of English language students, the survey provides a useful indicator of Japan’s ELT market in particular.

Key findings from the survey:

Mixed results for traditional destinations

- The United States retained its position as the most popular destination with 17,642 students (22% of the total), but the student number fell for the third consecutive year. JAOS point to the Trump affect and changes to visa regulations as likely causes for the continued decline.

- The number of students choosing Australia also fell (-3.8%), but Canada once again saw solid growth (+9%). 

- With 6,480 students, the UK* remained the fifth most popular destination following America, Australia, Canada and the Philippines. 74% of students studying in the UK via the surveyed agents took English language programmes.  

Growth for non-traditional / alternative destinations

- The Philippines, which leapfrogged the UK into fourth position in the 2017 survey, saw further growth of 20% and welcomed 8,232 students in total. JAOS note that the Philippines could soon be attracting a similar number of students as Canada and Australia which would represent a remarkable rise for the country.  

- Malta (1,166 students) and Ireland (783 students) both saw 30% growth on 2017. Singapore was also popular welcoming 1,161 students while Malaysia entered the top 15 destinations with 559 students.

Industry demand for English skills driving the ELT market

- ELT students increased on 2017 with those taking programmes of less than 3 months up by 3% and those taking programmes of more than 3 months up by 9%. The survey highlights growth from the following cohorts: university students aiming to improve their English in advance of job-hunting; individual working professionals taking short-term English courses to skill-up and develop their career; and companies sending groups of employees on English programmes. Increased industry demand for English proficiency among university graduates and the trend for companies to set English ability as a requirement for progression to management positions were cited as key drivers by JAOS.

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With student numbers on the rise the overall picture is an encouraging one. What is notable, however, is that much of this growth is coming from non-traditional destinations such as the Philippines which is now a major player in the ELT market. The rise of these destinations shows there is strong demand in Japan for alternative options at more affordable prices.  

UK ELT schools are encouraged to note these trends and to develop a marketing strategy for Japan that clearly articulates your USPs and differentiates your offer not only from traditional competitor countries but also emerging destinations.  

The British Council provides support for developing recruitment strategy and delivering campaigns and events in Japan. If you would like some assistance or if you have any questions about the market, please contact Hal Parker (hal.parker@britishcouncil.or.jp) in our Japan office.

* Two large agents specialising in placing students on UK degree programmes are not JAOS members and conversions for these companies are therefore not included in the survey results.