Agents in Japan are reporting growing interest in studying abroad among senior learners (those aged 50 and above). 

Club Tourism, which partners with study abroad agent Wish International, has reported strong growth in uptake since launching its study abroad packages for senior learners in 2016.  These programmes, which are pitched as “mini-study abroad tours” for small groups, are typically 1 week to 1 month in length and include English language study combined with cultural activities such as visits to the British Museum, West End musicals, and trips to Oxford.  Students stay in a hotel and are accompanied by a Japanese-speaking guide throughout. They also receive pre-departure English classes as part of the package. 

Ryugaku Journal, one of Japan’s leading agents, has also reported growing interest from senior learners with the number of enquiries jumping by 49% in 2018. 

Meanwhile, the Tokyo-based agent Ryugaku Toshokan has reported strong growth in ‘grandparent-grandchild’ study abroad programmes.  These programmes are popular as they provide an opportunity for grandparents to spend precious time with grandchildren while also learning English and experiencing a different culture.  For grandchildren, it’s a chance to gain study abroad experience from a young age with the comfort of having a family member there to support them. 

Japan’s senior learner market is relatively affluent and those who have retired tend to have more time to study and enjoy experiencing another culture.  It’s also a market that will continue to grow as Japan’s population ages (people aged 65 and over currently make up 28% of Japan’s total population and this figure will rise to 35% by 2040). UK schools are enouraged to note the trend and to work closely with your partner agents on developing programmes tailored to senior learners. Marketing messaging highlighting the combination of English language study and rich cultural experience, as well as a safe campus/accommodation are recommended.

If you have any questions about the Japan market, please contact Hal Parker (hal.parker@britishcouncil.or.jp) in our Japan office.