International Education and Training Partnership Plan

Transcription

1 International Education and Training Partnership Plan

2 The International Education & Training Partnership Plan identifies opportunities for Queensland s IET industry, and supporting activities and initiatives It presents a forward plan for Trade and Investment Queensland s (TIQ s) key activities over the coming twelve months to enable support and partnership from industry. The IET Partnership Plan is one of three enabling initiatives in the International Education and Training Strategy to Advance Queensland Purpose of the Partnership Plan Strategic direction on key market opportunities The IET Partnership Plan identifies key opportunities for Queensland s International Education and Training (IET) industry. It aligns collective marketing activity and promotional efforts across the education sectors and regions in Queensland and offshore. Drawing on the feedback from industry, the IET Partnership Plan provides direction and leadership on the market opportunities that Queensland should focus on and prioritise in international education and training. A series of key markets have been identified that present opportunities for Queensland providers and the state more broadly. Alignment with others The IET Partnership Plan does not replace activities that are already undertaken by other organisations within the industry. It is supplementary to other organisations' events and instead focuses on existing gaps in activities and where TIQ can add the most value. TIQ s activities and approach support alignment across the levels of the industry, including nationally with the Australian Government, including Austrade, and at the local level with Queensland regional study clusters. Key information The IET Partnership Plan brings together information about digital campaigns, trade fairs and events, cooperative marketing activities, alumni events, ministerial trade events and inbound familiarisation visits. 2

3 The idea behind the Partnership Plan is to partner with the IET sector, and to that end, TIQ consulted extensively This new approach was not without its challenges, but was rewarded with strong engagement and a willingness to collaborate. Opportunity briefs Regional Roadshows Interviews Online survey Guided industry engagement activities Engaged stakeholders to prioritise and offer feedback on opportunities With key industry stakeholders ensured sector specific insight Provided a forum for further input 18 opportunity briefs with 170+ unique site visits 13 locations with 200+ participants 30+ interviews 35+ respondents We undertook market analysis and interviews with TIQ s Business Development Managers network. We analysed opportunities based on growth potential of key markets through market research, including details on priority sectors and fields. We identified non geographic opportunities as emerging areas for growth. Participants identified and prioritised opportunities with greatest alignment to and potential for QLD. Participants also contributed ideas for supporting activities. We interviewed key industry stakeholders including: Higher Ed, VET and ELICOS providers Service providers Regional study clusters Peak bodies Commonwealth, State and Local government We provided opportunity for additional feedback through an online survey. 3

4 Industry feedback provided guidance for the role TIQ should play in the development and support of the Plan via the principles below The Queensland IET industry has asked TIQ to support growth in the following ways: 1. Build brand Queensland 2. Pursue high priority markets 3. Break into priority emerging markets 4. Maintain performance in mature markets 5. Promote QLD through non market opportunities 6. Formalise foundational initiatives By leveraging TIQ s position as a government entity to align resourcing and highlight major events and campaigns. By working actively with the Commonwealth on behalf of Queensland s IET industry. Prioritise opportunities by: Driving assessment and prioritisation. Creating a balance of market making, market taking and market staking opportunities across countries, sectors and fields of education. Select and deliver activities by: Differentiating activities based on the maturity of markets. Differentiating activities based on the maturity of providers. Fostering the network of IET stakeholders in Queensland. Enable innovation and provide the IET sector with the tools and skills it needs to drive growth. Facilitate opportunities for industry collaboration. Leverage existing resources, infrastructure and networks. By balancing brand alignment across Queensland and provide options for messaging and communications, while accommodating a differentiated approach to promoting regions. Maintaining Queensland s strength in diversity. Supporting and promoting pathways to continued educational opportunities within the state. Considering the balance of onshore and offshore activities. Providing the government imprimatur where required. Provide market and sector intelligence to the industry. Leverage TIQ s in market Business Development Manager (BDM) network and their work to date distinguish from their business as 4 usual activities.

5 IET Partnership Plan On A Page: A collaborative approach to developing market opportunities for Queensland s International Education and Training sector 1. Build brand Queensland 2. Pursue high priority markets 3. Break into priority emerging markets 4. Maintain performance in mature markets 5. Promote QLD through non market opportunities 6. Formalise foundational initiatives TIQ is best placed to build the global brand of Queensland as a study destination through five supporting initiatives. High priority markets identified by the industry are big and places where Queensland should do better. Priority emerging markets flagged by the IET sector represented market making opportunities for Queensland. The sector expressed a desire for TIQ to provide high level support to maintain market share in mature markets. Non market opportunities will also support Queensland to further its reputation in International Education and Training. To make it easier for IET providers to plan their strategies, TIQ will trial new initiatives and leverage existing networks. Develop Queensland branding framework China Latin America Taiwan & Hong Kong Internationalised schools IET Market Intelligence Digital campaigns to promote Queensland India Africa The Middle East Educational study tours Events Clearinghouse Inbound familiarisation tours South East Asia Papua New Guinea Technology enabled growth Ongoing support via BDM network Leveraging Queensland events and campaigns Japan and South Korea Attracting a greater number of scholarship students Europe 5

6 It was made clear to TIQ that no one else is as well positioned to build Queensland s global IET brand 1. Build brand Queensland TIQ will substantially ramp up its ongoing effort and investment through a series of supporting initiatives. DEVELOP QUEENSLAND BRANDING FRAMEWORK to create a consistent yet segmented message on the Queensland education experience From September 2017 to March 2018 the TIQ will work with the sector, regional study clusters and other key stakeholders to create a revised Study Queensland Brand Framework. This will focus on how the Queensland and city destination brands can be more aligned. The focus is on key messages, shared collateral and agreed destination and industry segmentation. DIGITAL CAMPAIGNS to achieve a broad reach to key markets and promote Queensland as an education destination TIQ will invest in digital enhancement projects including developing a Queensland wide social media framework, dedicated content development, updated Study Queensland website, channel management and reporting at state and city level. Digital campaigns will span the student lifecycle from awareness to graduation. In October, Study Queensland wechat will be launched. Building from the success of Best Semester Abroad and Summerlife campaigns we will continue to leverage user generated content to share the authentic Queensland experience. From September 2017 the sector will be able to track the success of campaigns through monthly Digital Updates. INBOUND FAMILIARISATION TOURS supporting familiarity and cultural knowledge of Queensland s world class education system for key markets across all sectors TIQ will continue to focus on inbound familiarisation tours as an ideal way to show agents, partners and key opinion leaders the unique Queensland educational experience. Familiarisation tours will support promotion of Queensland as a key destination across all sectors and regions by hosting significant decision makers from targeted countries. In flagship visits include VET Famil August 2017, World Science Festival STEM Partners Famil March 2018 and Commonwealth Games April 2018 Key Opinion Leaders and Agent Famil. We will be both targeted and highly responsive, promoting Queensland as a must visit destination in other agencies and government s Australian programs. Inbound Famils will be held in partnership with allies, including study clusters and Austrade. QUEENSLAND EVENTS AND CAMPAIGNS to promote Queensland as a destination to the world TIQ will leverage key global events that will be held in Queensland in the coming twelve months to promote Queensland as a destination and showcase out strong education industry to key stakeholders. TIQ will hold an inbound familiarisation around two key upcoming Queensland events the Gold Coast 2018 Commonwealth Games and the World Science Festival in March TIQ will host alumni events in Commonwealth countries as part of the Queens Baton Relay. ATTRACTING GREATER NUMBER OF SCHOLARSHIP STUDENTS to support and build on Queensland s world class reputation in teaching and researching TIQ will develop the Queensland Global Scholars Action Plan by June 2018, in partnership with universities and research centres, to attract more scholarship students to Queensland. Priority markets and regions are to be determined but will likely include Indonesia, China, Japan, Korea, Brazil, Chile, Peru, USA, Europe, Africa and Middle East. We will actively work through TIQ s global network to support coordination of providers on approved lists for government and corporate scholarships. 6

7 High priority markets are characterised by the fact that they are big and Queensland should do better 2. Pursue high priority markets The IET sector expressed a desire to go both deep and wide. TIQ will therefore have a series of key initiatives in these markets. OPPORTUNITY POTENTIAL FOR GROWTH FEEDBACK FROM INDUSTRY The scale of the Chinese market means it is clearly a priority. Higher Education and offshore VET in India is a real opportunity for Queensland. China is by far the largest IET market for QLD (and Australia) with strong growth in enrolments. Management and Commerce HE degree enrolments is the most significant market for both QLD and Australia. IT is one opportunity to diversify the HE market. One in four of all students studying ELICOS in QLD are from China. Despite strong growth for the Australian ELICOS market, QLD s market share remains relatively low. Despite the size of the market, QLD has room for improvement in comparison to the performance of other Australian states. China has also been identified as a priority market for the Queensland Global Scholars Action Plan. India is one of the largest growth markets in recent years Management and Commerce at the HE level is the largest product for Indian students studying in Australia; QLD has strong market share. Engineering enrolments in HE represent a key growth area but QLD growth is lagging behind Australia. IT has re emerged as a key product despite recent erratic performance. Health is a key sector for diversification, particularly in HE. The opportunity applies across all sectors and all regions, reinforced through stakeholder feedback with most seeing it as the primary opportunity for QLD. However, overreliance on Chinese students is seen as a risk. It will be important to build on QLD s strength in diversity and support emerging fields and sectors. QLD regions are poised for growth. HE providers offered strong feedback that India is a key growth market for their organisations. India provides an opportunity in select areas notably in HE (onshore and offshore) and offshore skills and training development. Domestic Indian demand also offers opportunities for high quality training delivery offshore. South East Asia provides opportunities but maturity and scale of markets differs. Malaysia provides an opportunity to consolidate QLD s position. QLD is on target to grow its market share of Philippines students. Indonesia is a growing market that is significantly underrepresented, particularly in VET. It has also been identified as a priority market for the Queensland Global Scholars Action Plan. South East Asia was strongly supported as an opportunity by IET stakeholders based on its proximity and growth; its importance was particularly evident in urban centres. Emphasis on job outcomes was identified as particularly important for this region. The Singaporean market has declined in HE; Health sector may be a way to improve enrolments. ELICOS and VET are important for Thailand. VET and HE are opportunities for growth in Vietnam. Indonesia was noted as a real opportunity for growth. 7

8 High priority markets are characterised by the fact that they are big and Queensland should do better 2. Pursue high priority markets OPPORTUNITY POTENTIAL FOR GROWTH FEEDBACK FROM INDUSTRY Japan and South Korea both provide opportunities to consolidate market share across sectors. QLD will look to build on strong current performance to retain and continue to develop these markets. Japan is a significant market for QLD, and opportunities exist to consolidate market share in VET and ELICOS while growing HE. QLD should consolidate its share of growth in South Korean Mgmt and Commerce students in VET, and diversify where possible. Japan and South Korea have both been identified as a priority market for the Queensland Global Scholars Action Plan. Japan and South Korea were seen as important markets to maintain and grow based on current size, proximity and alignment to Queensland; feedback during the consultation process was unequivocal that these two markets were central to QLD s IET industry. Study tours are important pathways for this market. Japan and South Korea are particularly value conscious. The IET sector expressed a desire to go both deep and wide. TIQ will therefore have a series of key initiatives in these markets. The number of students from Europe is poised to grow and Queensland should ensure it is well positioned. There is an opportunity for QLD to better understand and promote VET, ELICOS and non award courses to the European market. Political circumstances in Europe and the withdrawal of the UK from the EU might provide QLD HE with a market making opportunity. Spain, Germany and Italy are the largest three source countries for Queensland. IET industry stakeholders that participated in the development of the Partnership Plan indicated it was a key opportunity. Many providers suggested that political changes in Europe may also result in greater market opportunities. Stakeholders consistently acknowledged the natural alignment of QLD s lifestyle and culture to Europe. 8

9 The scale of the Chinese market means it is clearly a priority for Queensland TIQ will support opportunities in China through a number of activities and initiatives across the country The Queensland Cup will provide a showcase event for China Key initiative In it s eleventh year, the Queensland Cup is a high school speech competition held in a different province every year. The aim is to showcase the quality education offering of Queensland and strengthen government to government relationships. The local education bureau runs the marketing campaign while Queensland high schools, language colleges and universities offer a two week scholarships to winning students. The 2018 Queensland Cup will be held in Wuhan in the first half of KEY INITIATIVES LED BY OTHERS As well as events and activities that TIQ will lead, there are also a number of events led by other organisations In October, the China Annual Conference for International Education Expo will be held in Beijing. This event provides an opportunity for education institutions in and outside Australia to establish partnerships with Chinese institutions and support B2B relationships. Other activities will also support opportunities in China, including through the BDM network and IET Partnership Fund Supporting initiatives Queensland Open Days TIQ will host a series of Queensland Open Days that provides Queensland education, training and service providers an opportunity to present and network with key partners including agents, institutions, governments, corporates and alumni. Beijing and Guangzhou will host Open Days in October 2017 and Shanghai and Chengdu in March Global Partnerships for Academic Excellence IET Partnership Fund initiative A consortium between QUT and the Higher Education Academy will create a team of expert teachers to lead professional academic development workshops in China to showcase innovative practice and build the state s reputation as a centre of excellence in university learning and teaching. China International Education Exhibition Tour (CIEET) The exhibition is one of the largest education fairs in China and will be held in March 2018 in Beijing. TIQ will attend and host a Queensland pavilion to promote the quality of Queensland international education providers. Study Queensland Alumni Function During the course of the year, TIQ will be seeking to partner with other organisations to support alumni event in key major cities. These events will bring together students across sectors that have studied in Queensland to support ongoing connection with the state and facilitate promotion of Queensland IET. China to provide more specific information. The China Scholarship Council will be hosting their 2017 International Graduate Scholarship Fair Exhibition across various location in China throughout October. The exhibition will provide Australian providers with the opportunity to meet with top Chinese students and share information on scholarships and fellowships. Study Brisbane will also be holding a Study Brisbane Roadshow event to showcase Brisbane as a study destination in September for its members. The Mayor of Townsville also plans to lead aneducation Delegation to China from 15 September to 24 September. Gold Coast Suns will also play an AFL Match in China in May This will be supported by an Education Mission. Other ally events include Australia Week in China, Australia China Careers Fair, China Tourism Destination Development Mission 2017 and the Hubei International Education Cooperation Forum. 9

10 Higher Education and offshore VET in India is a real opportunity for Queensland A series of initiatives will support onshore and offshore opportunities in India The TIQ will deliver a key opinions leaders campaign to support opportunities in India Key initiative The TIQ will deliver a Key Opinion Leaders Familiarisation Tour to support opportunities for Queensland IET providers. This campaign will focus on edutubers or skillstubers who will be invited to produce Queensland Educational content on their channels to drive engagement, enquiries and enrolments to Queensland education providers. There are a number of other initiatives to support opportunities that exist in India Supporting initiatives Queensland India Transnational Education and Skills Plan A project to determine what strategic actions Queensland can undertake to accelerate market prospects within India. We will develop a Queensland India Transnational Education and Skills Plan to help prioritise and guide actions over the next months. Queensland Skills and Education Consortium IET Partnership Fund Initiative The Queensland Skills and Education Consortium has been established to support market access and engagement between Queensland education and skills providers and India. A consortium of Queensland VET providers will showcase the capability of QLD VET providers and establish the state as a leader in the delivery of offshore VET in India. Queensland Open Day Higher Education and VET TIQ will host a day that offers Queensland education, training program and service providers an opportunity to present to, and network with key partners including agents, institutions, governments, corporates and alumni. The Indian Queensland Open Day will be held in Dehli in January 2018 to coincide with the IDP Roadshow. KEY INITIATIVES LED BY OTHERS* The Australian Government s Australia Business Week India 2017 will occur during August September 2017 The Federation of Indian Chambers of Commerce and Industry (FICCI) are hosting the Global Skills Summit will be held in New Delhi on 15 September The summit will focus on New Age Skills for Today and Tomorrow and considers automation potential in the global workplace. The Confederation of Indian Industry (CII) is hosting Knowledge Expo 2018 will also be held in New Delhi on 2 to 4 February The key objectives for this event is to boost knowledge intensive trade and investment. Higher Education, Science and Technology and R&D are three of five focus areas. Commonwealth Games Alumni Function TIQ will host alumni events in India to support the Gold Coast 2018 Commonwealth Games. This alumni event will coincide with the Queens Baton Relay and will take place between 3 and 9 October. Australian Alumni Association Cycle Day During the course of the year, TIQ will be seeking to partner with the Australia Alumni Association in India to profile Queensland Education in Bangalore, Chennai and Delhi. These events will bring together students across sectors that have studied in Australia/Queensland to support ongoing connection with the state and facilitate promotion of Queensland IET. The events are planned for late 2017/early

11 South East Asia provides opportunities but maturity and scale of markets differs Activities and initiatives will support South East Asian markets, with a key focus on driving growth in Indonesia and other key markets TIQ will deliver a key opinion leaders campaign in key South East Asian markets Indonesia, Malaysia and Singapore Key initiative TIQ will deliver a Key Opinion Leaders Familiarisation Tour to support opportunities for Queensland IET providers. This campaign will focus on edutubers or skillstubers who will be invited to produce Queensland Educational content on their channels to drive engagement, enquiries and enrolments to Queensland education providers. Queensland Open Days, Roadshows and expos will be a key focus in South East Asia to promote Queensland in all sectors Supporting initiatives Queensland Open Days Thailand and Vietnam TIQ will host a day that provides Queensland education, training and service providers an opportunity to present and network with key partners including agents, institutions, governments, corporates and alumni. Open Days will be held in first half of Industry Engagement Conference Indonesia IET Partnership Fund Initiative The Revitatlisation of Indonesians Skills Development through Industry Engagement Conference is led by a consortium of TAFE Queensland and Aviation Australia, to target Indonesian Ministerial agencies and industry sectors to promote vocational training initiatives. Study Queensland at World Education Expo Indonesia The World Education Expo 2017 will be held during the month of September and offers Queensland providers to recruit Indonesian students interested in higher education, VET or ELICOS. TIQ will host a Queensland Pavilion during the Expo with fairs to be held in Medan (14 September), Jakarta (15 16 September), Surabaya (17 September) and Denpasar (19 September). KEY INITIATIVES LED BY OTHERS* In addition to TIQ led events and activities, there are a number of events led by other IET organisations in the region. The International Education Association of Australia (IEAA) will host the ASEAN Symposium titled Skills for tomorrow, collaborating for the future in Jakarta in August The event will focus on VET and HE sectors. Austrade will host Indonesia Australia Business Week (IABW) in key locations in Indonesia in March APAIE 2018 Singapore TIQ will promote Queensland at APAIE 2018 and host an alumni networking event. APAIE is a great platform to promote Queensland to key partners around the world. Commonwealth Games Alumni Function Malaysia and Singapore TIQ will host alumni events in Malaysia and Singapore to support the Gold Coast 2018 Commonwealth Games. These alumni events will coincide with the Queens Baton Relay and will take place in Malaysia between 16 and 21 October and Singapore between 25 to 31 October. Queensland Schools Roadshow Indonesia TIQ will host a roadshow of events across Indonesian high schools to grow enrolments into the Queensland university sector. The roadshow will run between September and December

12 Japan and South Korea both provide opportunities to consolidate market share across sectors Proposed initiatives in Japan and South Korea will support ongoing strong performance in these markets KEY INITIATIVES LED BY OTHERS TIQ will collaborate with MEXT to launch the Tobitate Project as a showcase activity for Japan Key initiative TIQ is working with the Ministry of Education, Culture, Sport, Science and Technology (MEXT) to support the Tobitate scholarship initiative for high performing Japanese students to study in Queensland. The scholarship supports overseas study, work and research is for up to two years in a high school, undergraduate, masters or doctorate program, research institutes for fieldwork and companies for internship. TIQ is seeking sponsorship from QLD education and service providers to raise greater brand awareness. Timing for the scholarship is September 2017 (High school course Round 4) and December 2017 (University course Round 9). A TIQ MEXT roadshow is planned across 9 cities in Japan in October Queensland Open Days, Roadshows and expos will be a key focus in South East Asia to promote Queensland in all sectors Supporting initiatives Austrade Agent Seminar Japan TIQ will co host an Opens Day in Japan to provides Queensland education, training and service providers an opportunity to present to and network with key education agents in the Japanese markets. This will be held in May Austrade Agent Seminar South Korea TIQ will co host an Opens Day in South Korea that provides Queensland education, training and service providers an opportunity to present to and network with key South Korean education agents. This will be held in May Study Queensland at AFUEE Japan Study Queensland will host a networking event on 6 October 2017 and a Queensland Pavilion on 7 October 2017 as part of AFUEE. Queensland participants can be colocated under Study Queensland branding. Austrade will host the Australia Future Unlimited Education Exhibition (AFUEE) in Tokyo and Osaka, Japan and Seoul, Korea in October AFUEE is the only Australian Governmentbranded and run education exhibition in the Japan and Korea markets for students and parents to learn about the opportunities to study in Australia. It is also the only education exhibition that caters to all Australian education institutions. ICEF Japan Korea Agent Roadshow Feb 2018 will enable QLD education and training providers to hold 38 prescheduled one to one business meetings with quality student recruitment agents from Japan and Korea. EDIX (Osaka Nov 2017; Tokyo May 2018) is the largest EduTech industry trade show in Japan where QLD EduTech innovators and entrepreneurs will be able to meet potential partners, distributors and buyers. Global Internship Scholarships South Korea TIQ South Korea will promote short term study opportunities for QLD education providers who combine training and work placements. Tokyo Global Gateway Japan TIQ will collaborate with Tokyo Metropolitan Government to demonstrate English immersion with QLD education providers at Tokyo Global Gateway all year round from mid 2018, leading to the 2020 Tokyo Olympics. Queensland study tours joint promotion TIQ Japan and Tourism and Events Queensland (TEQ) Japan will redesign the annual Queensland study tours promotion to optimise exposure and impact of the joint initiative, involving study and tourism clusters, as well as airlines. This will be held in May/June Austrade Seoul has developed an online promotional campaign to promote institutions and their study options to via Korea s unique social media platforms. Austrade, with the support of a social media marketing agency, will work with institutions to develop content, in a tone and format that appeals to prospective students. 12

13 Student numbers from Europe are poised to grow and Queensland should ensure it is well placed Our key initiative will promote Queensland through a targeted digital campaign, while other activities will continue to provide in market engagement TIQ will develop and launch a digital campaign to take advantage of emerging opportunities in Europe Key initiative As part of the growing investment in digital, TIQ will develop and launch a Digital Marketing Campaign to ensure Queensland is top of mind for European students considering study opportunities in the current political environment. The campaign will focus on promoting Queensland as the premier English speaking destination for European students, with a particular focus on English language learning, study abroad and postgraduate programs. The campaign will be delivered through digital and social media channels. Other activities will also support opportunities in Europe, including a series of Queensland Open Days Supporting initiatives Queensland Open Day Germany TIQ will host a day that provides Queensland education, training and service providers an opportunity to present and network with key partners including agents, institutions, governments, corporates and alumni. The first Queensland Open Day will be held in Berlin, Germany in October To coincide with ICEF Berlin. Hessen Queensland Research Cooperation There will be a roundtable held on potential research cooperation between Queensland and Hessen Universities on 13 October Directors International of Queensland universities are invited to attend. This will build on strong relationships between Hessen and Queensland on student exchanges. Queensland Open Day Italy TIQ will host a day that provides Queensland education, training and service providers an opportunity to present and network with key partners including agents, institutions, governments, corporates and alumni. The Queensland Open Day will be held in Italy in March Gostralia! Fair Germany The Gostralia! DownUnder Fair will be held in Stuttgart from November TIQ will host a Study Queensland Pavilion to promote Queensland education providers across all sectors. KEY INITIATIVES LED BY OTHERS* In addition to TIQ led events and activities, there are a number of events led by other IET organisations. The International Consultants for Education and Fairs (ICEF) Berlin Workshop is the leading international education focused networking forum, which enables educators, service providers and travel organisations to hold up to 40 pre scheduled one to one business meetings with quality student recruitment agents. ICEF 2017 will take place in late October. ICEF will also host an event with a Ukraine Focus to be held in Kiev on 19 and 20 March International providers will have the opportunity to meet Ukrainian student recruitment partners. The European Association for International Education (EAIE) Conference will be held in Seville in The conference is focused on higher education. Information Planet will host a workshop between October 2017 in the Netherlands. 13

14 Priority emerging markets flagged by the IET sector represented market making opportunities for QLD 3. Break into priority emerging markets In these markets, TIQ s value add was seen to be providing targeted activities calibrated against the maturity of markets and providers in those markets. OPPORTUNITY POTENTIAL FOR GROWTH FEEDBACK FROM INDUSTRY Queensland s strong performance in Latin America needs to be leveraged into higher yield courses. The African continent offers opportunities for Queensland to build new markets. Latin America provides a variety of opportunities that apply across all sectors; QLD should look to build on current performance. Key significant Latin American markets include Brazil and Colombia. Mexico, Ecuador, Chile and Venezuela are all medium sized markets with significant growth. ELICOS is a key sector for Brazilian students studying in Australia; QLD captures nearly one third of the market. QLD should continue to grow its position with incoming Brazilian VET and HE students. QLD performs strongly in particular for schools and ELICOS, and should look to build on this strength to transition the market into higher yield HE courses. Brazil, Chile and Peru have been identified as priority markets for the Queensland Global Scholars Action Plan. Sub Saharan Africa includes a combination of mature markets and emerging student markets experiencing rapid growth. Nigeria and Ghana represent clear growth opportunities with significant growth in Australia in the past few years; Health and Engineering are key areas in UG, PG and VET. Africa presents a genuine market making opportunity for QLD with emerging opportunities through increasing offshore education. Opportunities may also exist in offshore/onshore short course delivery to build brand awareness of Queensland IET providers. Africa has been identified as a priority market for the Queensland Global Scholars Action Plan. Latin America is a large, diverse geographic area and students have different expectations and needs; these represent distinct opportunities for QLD to understand in detail. Demand remains strong in ELICOS; however transitioning into higher yield programs continues to prove a challenge. The market is largely driven by scholarship programs, which exposes the sector to risk and increases the need to diversify; TIQ is well placed to support industry efforts to diversify into other Latin American markets and transition existing markets into other sectors. Stakeholders noted concerns about political and financial volatility in the region, as well as a high level of visa and insurance risk. Industry often expressed that their familiarity with key African markets was low, and support would be required to realise market potential. Early market engagement could drive significant forward growth opportunities in the future. 14

15 Queensland s strong performance in Latin America needs to be leveraged into higher yield courses TIQ activities outlined below will focus on fostering relationships and driving growth in key areas TIQ will host Study Queensland week in Latin America Key initiative The TIQ will lead a Education & Training Mission to South America, which will be supported by a series of key events. The mission will focus on opportunities in ELICOS and Higher Education. The program covers Chile, Brazil and Colombia, with TIQ hosting events in each of these locations to support the visit including workshops with agents and alumni in each of these locations. The mission is planned for November and will coincide with the Latin America Caribbean Higher Education Conference. Other targeted activities will also provide support in key Latin American markets Supporting initiatives Queensland Open Day Mexico Building Human Capital Networks in Mining IET Partnership Fund Initiative TIQ will host an open day in Mexico to identify opportunities in VET and Higher Education. This will provide Queensland education, training and service providers an opportunity to present and network with key partners including agents, institutions, governments, corporates and alumni. Aconsortium of TAFE Queensland, Sustainable Minerals Institute, UQ, Simtars, and the Dept of Natural Resources and Mines will lead a project to establish QLD as a leader in best practice in human capital development for the mining sector in Latin America. ABRUEM Inbound Familiarisation Tour Fourteen vice chancellors from Brazilian Public Universities will visit Queensland, Australia in October. They will spend three days visiting Queensland universities and meeting with education authorities. The African continent offers opportunities for Queensland to build new markets Activities for the African opportunity will look at familiarising providers with potential opportunities in key markets. Open Days will provide initial market exposure Queensland Open Days Nigeria and Ghana TIQ will host a day that provides Queensland education, training and service providers an opportunity to present and network with key partners including agents, institutions, governments, corporates and alumni. Queensland Open Days will coincide with AFUEE and will be held in the first half of Australia Africa Awards presents an opportunity for Queensland to build capacity in the market. There are a number of events led by other IET organisations Study Brisbane in Latin America will strengthen the brand by attending key student expos, facilitating education agent training and stakeholder meetings. The events will take place in Colombia and Brazil in August The University of Queensland hosts an annual Latin American Colloquium, focusing on Australian and Latin American relations. The Colloquium will be held in Brisbane in October The EU LAC Foundation will host the Latin American and Caribbean Higher Education Conference in Colombia in November Austrade will have an Australian Pavillion within the EDUEXPO Fair, in Mexico, Colombia, Peru, Chile and Argentina; from February 17 until March 12, Austrade will host the Australia Future Unlimited Education Exhibition (AFUEE) in EduTech Africa will be hosted by Terrapin in South Africa in October 2017 to provide a platform for the African education community to discuss key challenges and opportunities. ICEF will host an Africa Workshop in Cape Town, South Africa on 15 to 17 May The University of Ghana and the African Association of Universities will host the IAU International Conference in Ghana in

16 The sector expressed a desire for TIQ to provide high level support to maintain market share in mature markets 4. Maintain performance in mature markets In these markets, TIQ s role will be to add value by providing ongoing support. OPPORTUNITY POTENTIAL FOR GROWTH FEEDBACK FROM INDUSTRY Taiwan and Hong Kong are key stable markets for Queensland. Papua New Guinea is the primary opportunity in the Pacific region. Hong Kong provides an important ongoing opportunity for QLD, with strong growth and solid market share at 20%. Over half of students from Hong Kong study HE with continued growth, and VET in Management & Commerce and UG Health have tripled since QLD has close to 1 in 3 Taiwanese students across all sectors but is not matching Australia s growth rate. More than four in five international students in Australia from PNG study in QLD. Growth in enrolments has been consistently strong across sectors. Schools and HE undergrad are the primary drivers of recent QLD growth; undergrad enrolments have doubled over the past five years. There is increasing competition from other states, as well as institutions in SE Asia. Providing ongoing support for this market through activities and market intelligence will be important to support QLD s ongoing performance. This market was seen as important to Far North QLD far more than other regions in particular it is an important opportunity for Townsville and Cairns based on proximity and current strengths. TIQ has an important role in providing ongoing support for this market. The Middle East is a large cumulative market requiring country level nuance. Middle East has been a strong market for QLD, with strong growth in Higher Education driven in part by government scholarships; however student numbers have declined recently. Existing key markets include Saudi Arabia, Iran and UAE. Kuwait and Oman may also provide growth opportunities. More than half of students study HE across a broad range of fields in UG and PG. QLD should leverage existing strengths to explore new markets, embed reputation to maintain market share and explore options through alternate delivery channels, such as offshore delivery. The Middle East been identified as a priority market for the Queensland Global Scholars Action Plan. Despite having previously been an important market, particularly in schools, there is a reluctance to reenter this market. Students from the Middle East generally enrol in high yield programs and packages. Providers indicated the scholarship and regulatory frameworks are less transparent than in other markets. 16

17 Taiwan and Hong Kong are key stable markets for Queensland Ongoing support will be provided in Taiwan and Hong Kong to reinforce Queensland s currently strong position TIQ will provide ongoing support for key activities in Taiwan and Hong Kong Proposed initiatives Study Queensland at AFUEE Taiwan TIQ will host a reception on 27 September The Taiwan event will continue to develop and to profile the market awareness of Queensland education providers capabilities. Queensland Open Day Hong Kong TIQ will host an Open Days in Hong Kong to promote Queensland s IET industry. The focus of these events will include sector and industry updates from government and peak bodies, agent training, institutions updates, alumni and networking events. Innovation, GO! Taiwan The Innovation, Go! 2017 International Youth Forum will run from September in Taiwan and will include participation from Queensland High School students. Business Migration and Education Seminar Hong Kong Education providers will have the opportunity to present to investors that are considering moving to Queensland with their family. The event will be held in September Austrade Agent Seminar Taiwan TIQ will co host a day that provides Queensland education, training and service providers an opportunity to present to and network with key education agents in March Papua New Guinea is the primary opportunity in the Pacific region This opportunity will be nurtured through targeted activities. Townsville Aquaculture Initiative IET Partnership Fund Initiative The initiative will recruit students from PNG to study the marine science program at St Patrick s College. The program will have a direct link to the B.S. programs in Aquaculture Science and Technology and Marine Biology at James Cook University. The consortium is led by St. Patrick s college and James Cook University. Commonwealth Games Queensland Education Talk Hong Kong TIQ will promote Queensland education during the 2018 Commonwealth Games and host a networking event to build up a broad profile of Queensland education to the local key partners and peak bodies. This will be held in April PNG Queensland Student Success Stories TIQ will work with current hosts of PNG students to showcase student success stories and to promote Queensland as the number one destination. KEY INITIATIVES LED BY OTHERS* Austrade will host the Australia Future Unlimited Education Exhibition (AFUEE) in Taiwan (September 2017) and Hong Kong (TBC 2018). The event will include an English Language Demonstration Class, which provides an ideal platform for English language program providers to showcase their offer. Austrade Hong Kong will host an annual briefing event for education agents in June Learning and Teaching Expo EduTech in December 2017 in Hong Kong. TIQ will support Queensland education institutions who participate in the 28 th HKTDC Education and Careers Expo in February The Asia Pacific Economic Cooperation (APEC) Summit will be held in Papua New Guinea in November The Australia Future Unlimited: Tertiary Education Roadshow is designed to facilitate meetings between universities and TVET institutions, and shortlisted candidates. In March, Austrade will host an Education Event in Fiji and Samoa. 17

18 The Middle East is a large cumulative market requiring country level nuance In the Middle East ongoing support will assist to maintain current market share and identify opportunities in offshore and business to business offerings TIQ will provide ongoing support to the Middle East through Queensland Open Days in key locations Key initiative Study Queensland at IDP United Arab Emirates TIQ will host a Queensland Pavilion at the IDP Education s UAE Fair in September 2017 (Dubai) and March 2018 (Abu Dhabi). This will provide Queensland education providers an opportunity to showcase Queensland as an exciting destination for International Education and Training. A series of other activities will also support opportunities in the Middle East Supporting initiatives Sponsoring Bodies Famil to the Gold Coast IET Partnership Fund Initiative A consortium of Griffith University, Bond University, Southern Cross University, and Study Gold Coast will invite six Middle East sponsoring bodies to send Australianbased staff to the Gold Coast to visit universities and the Gold Coast Health and Knowledge precinct to promote the region s capabilities and encourage sponsoring bodies to attract and support funded students. Study Queensland Alumni Event In May 2018, TIQ will host an inaugural event for Queensland alumni living in the Middle East. These social events will bring together students across sectors that have studied in Queensland to support ongoing connection with the state and facilitate promotion of Queensland IET. Events will be held in Abu Dhabi and Dubai. Queensland Open Days Dubai and Abu Dhabi Over the course of 2017/18, TIQ will host a series of Queensland Open Days to promote Queensland s IET industry. The focus of these events will include sector and industry updates from government and peak bodies, agent training, institutions updates, alumni and networking events. Queensland Open Days will be held in the United Arab Emirates in Dubai and Abu Dhabi in March KEY INITIATIVES LED BY OTHERS* In addition to TIQ led events and activities, there are a number of events led by other IET organisations. The Abu Dhabi Education Council will host Najah Abu Dhabi, a key event for local and international Higher Education providers interested in driving their student recruitment in the UAE, will take place in October The UAE Ministry of Education will host GESS Dubai, a B2B trade exhibition. GESS will take place in February 2018 in Dubai. BMI hosts the Gulf International Schools Forums and Workshops in May 2018, the opportunity to meet with 50 High school counsellors and principals of the leading high schools from across the Middle East. The Gulf Education and Training Exhibition (GETEX) Dubai will occur on 1 3 November 2017 and April The event focuses on course information and international student recruitment. The International Exhibition & Conference on Higher Education (IECHE) will occur in Saudi Arabia in April

19 Non market opportunities will also support Queensland to further its reputation in IET 5. Promote QLD through non market opportunities TIQ will work with Queensland providers through targeted sector engagement to develop concrete solutions and ideas for these opportunities and to identify ways to collaborate. OPPORTUNITY WHAT WE HEARD FROM THE INDUSTRY TIQ WILL SUPPORT THIS INITIATIVE Schools need to become truly international to capture this global opportunity for Queensland. Queensland needs to nurture and capture technologyenabled opportunities for borderless growth. Queensland currently performs very strongly in the schools market, in both the government and non government sectors. Key Queensland markets such as South Korea, Japan Hong Kong, Brazil and parts of Europe, but there is an opportunity to grow enrolments in the largest market China. Current performance in the schools system provides an opportunity to leverage this strength and transition students into pathways such as ELICOS, VET and Higher Education. This is a particularly important opportunity for regional areas of Queensland where capacity concerns are less of an issue. Technology enabled opportunities present a key growth area for Queensland and one that some Queensland providers already excel in. Specific opportunities are broad and Queensland should consider areas such as distance and online education, curriculum exports for technology enabled delivery and exporting educational technology. This opportunity provides a market by market prospect, some markets are more comfortable with non traditional delivery than others. Host Schools Internationalisation Think Tank on 24 October to determine key activities, research projects and partnerships. IET Partnership Fund: Independent Schools QLD will develop digital versions of translated independent school profiles in six languages. A consortium of Study Moreton Bay, Sunshine Coast and Fraser Coast clusters will bring agents to the region with a focus on the school sector. Host Edu tech Think Tank on 19 September to determine key activities, research projects and partnerships. IET Partnership Fund: The Study Gold Coast Start Up Initiative will support innovation and entrepreneurial skills in order to grow the Gold Coast s reputation as an innovation hub. Partnership Fund: The Student Innovation Challenge will engage international students aged 14 to 21 in a state wide innovation challenge. Study tours should deliver sustainable growth in Queensland. Study tours provides an important market for Queensland and is an area that Queensland currently performs strongly. It will be important on an ongoing basis to ensure that quality of study tours are delivered that support Queensland s reputation as a high quality education destination. High quality delivery will ensure study tours can be leveraged as a pathway for future higher level study in Queensland. Study tours also offers an important opportunity to showcase Queensland s diverse regions. Host Study Tours Think Tank on 23 November to determine key activities, research projects and partnerships. IET Partnership Fund: The Best Practice for Edu Tourism project will develop an approach to growing Edu Tourism in the Townsville NQ region to grow the capacity of the region to develop and deliver high quality experiential learning. 19