Review & statistics

StudyWorld London 2016 in figures

Service providers:

Almost 100 individual exhibitors came, representing 45 organisations, including examination boards, insurance providers, accommodation providers, education bodies and ICT specialists.

Educators:

We welcomed 158 from 10 countries, including universities, colleges, language schools, internship providers, independent schools and work experience providers.

Agents:

250 individual agents from 56 countries joined the event too, all either members of reputable associations or screened by StudyWorld staff.

Missed StudyWorld 2016? Here’s the story…

This year’s StudyWorld marked the end of an era – ten events at the Hilton London Metropole. As we announced on the first night, StudyWorld is moving next year and changing.

In September 2017, we’ll be holding our event at the purpose-built central London venue, the Queen Elizabeth II Conference Centre, with agents staying in a nearby hotel. We’re also changing the event’s focus to concentrate on promoting everything UK education has to offer, with different attendance packages to meet all needs and budgets.

But much about StudyWorld will remain the same, and so this year’s seminars, social programme and appointments are a good guide to what you can expect in 2017. Though this year’s special guest – a virtual reality Shakespeare who chatted to delegates at the Welcome Reception and during the first day of appointments – is unlikely to return as he was there to promote this year’s Shakespeare Lives campaign.

Rebecca Maher of the British Council, platinum sponsor of this year’s StudyWorld, said there had been a lot of interest in the virtual reality Shakespeare. “There have been a lot of people coming up here to speak to him and ask questions. This has shown how he can be used as an ambassador for the UK.”

Shakespeare was the subject of StudyWorld’s first plenary session, with Alasdair Donaldson of the British Council talking about Shakespeare and his effect on the world. We learned that he is a major cultural export, often more popular in different parts of the world than the UK, and a bigger name than either The Queen or David Beckham.
He gave the results of a British Council research project, which found that the country where Shakespeare is considered to be most relevant is Brazil, with 84 per cent of people agreeing or strongly agreeing with the statement. Close behind are Mexico, India, China and Turkey, with just 57 per cent of people in the UK believing that his poems and plays are relevant today.

He said: “We were surprised and pleased so many people are positive about it… 70 per cent of those positively influenced were also more likely to want to come here as tourists, as students, to study English. We think Shakespeare is phenomenally important for the UK and we’ve produced fantastic tools to help people who are learning English to explore Shakespeare and some of his work, which will hopefully lead them to other positive aspects of British culture.”

The seminar programme – which will return on the first Monday afternoon of next year’s StudyWorld – included something for everyone. In another fascinating session, study travel analyst Jackie Kassteen outlined the expectations of different age groups – Gen Y and Z – and suggesting how those might have an impact on business. Among the dizzying array of facts, she pointed out that in 2016 there were 2.6bn smartphones in the world – compared to 6bn now. “70 per cent of the world will have internet access in their hands… change happens slowly, until it doesn’t,” she said. She talked about how economic power was moving towards south-east Asia, sub-Saharan Africa and the Far East, and how current economic powers will be overtaken by new players.

She talked of the difference between Gen Z, who grew up in the recession, but Y who grew up in better times. Z were more worried about the future and almost more mature than Y people, who were more entitled. Z were self-starters and creators, Z were reliant on technology but could create, hack and invent. She urged the industry to get their brands in front of young learners, think about everything it does, and “head into a future ripe for imagination and opportunities.”

After other seminars looking at subjects as diverse as agents working with business English, making digital marketing work – by using the whole staff team – and boarding education, StudyWorld moved on to its traditional first-night networking receptions, first for newcomers and then for everyone. Steve Phillips, chair of English UK, advised the newcomers to “Network, network, network”.

Tuesday and Wednesday, as usual, were busy appointment days with educators and agents alike doing lots of business. Sinead Hawkins of Foyle International in Derry was delighted with the agents she met both in the hall and at the Quiz Night, which took around 100 delegates for a traditional British evening in a Covent Garden club.

“As a small private school, it was great for us. I was able to meet agents and also British Council staff to get advice on how to move into new markets which was very helpful. It was a very good size and the agents I met were great.”

Alina Protsenko, of the Excellent English School in Ukraine, was at StudyWorld for the first time and enjoying it. “I wanted to raise my profile after seven years. I think it’s the right place for me.” Guzal Yergesheva of Intellect in Kazakhstan, another fan of StudyWorld, said it was the place she came to meet old partners and find new ones.

As the last Fam trips left the Hilton, many people were looking forward to StudyWorld 2017, with its new style and venue. Marie-Claude Saliba was looking forward to the new venue. “I really like Westminster – and I like StudyWorld. This is going to be good.” Svetlana Semichastnaya, also a StudyWorld regular, said agents would welcome all the appointments being held on a single floor, without a constant need to move up and down stairs or the lift.

Janey Futerill of Regent’s College, said: “I think it’s a very welcome change. In business you should always keep the dynamic going. It’s a very positive idea: a change in location is a motivation to come back.”

people-attended

850

People Attended

companies-attended

594

Companies Attended

countries-attended

67

Countries Attended

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