This year's StudyWorld China brought together over 150 agents, 30 UK education providers and two industry service providers in three cities - Beijing, Wuhan and Guangzhou. 

Annie Wright, English UK's acting joint chief executive, who joined the event, said: "There was a lot of positivity for the future of the Chinese market after a slow year, with both agents and educators keen to build contacts and book courses. Economic factors mean nobody is expecting the market to bounce back to 2024 levels next year, but there are hopes it will improve. Agents are cautious but quietly optimistic, and there is a lot of enthusiasm for the UK.  

"Quite a few of our members really made the most of our event by bolting their own meetings between workshop days, and agent feedback shows they were very satisfied with networking opportunities and updates on UK visa policy. We are pleased with how the event went and are using the feedback to plan China 2026." 

Agent advice on promoting programmes 

Of the agencies completing feedback forms, 11 reported signing contracts with up to four schools, and five sending students to up to five. 29 agents were starting to promote UK programmes to their clients. They also suggested how centres could support agencies to sell their products. Around half wanted newsletters, brochures, and flyers, and suggested that schools research local demand and preferences among the students and families they were trying to attract. 

Over 60% of responding educators said they felt more confident going forward, and 89% that they made valuable connections. 

Huge enthusiasm 

Tregarran Percival, chair of English UK's Enterprises Board which oversees StudyWorld, was pleased with the event. "There's huge enthusiasm for the UK amongst agents in China. Other major markets don't appear friendly to Chinese families. The market for summer schools is evolving. There's a trend away from General English. Agents are trying to find more 'value-add' to the learning experience.  

"Agents are being cautious re next year. Their initial instincts seem to be double down on successful partnerships, and to make their forecasted numbers more 'realistic' given the uncertainty. Language schools in the UK will do well to take a similar approach in their planning and summer commitments. We certainly will be." 

Great opportunity 

Rachel Li of St Clare's Oxford said: "Excellent venue and seamless organisation. Great opportunity to connect with both new and existing partners, and gain a valuable pulse on the market. Highly recommend!". 

One agency commented: "Perfectly organised education fair with excellent pre-event coordination, smooth online booking, and flexible on-site support. Impeccable time management and staff assistance. No suggestions for improvement." 

The event, delivered in partnership with BONARD Education, included market briefings, updates from UKVI, networking lunches and local British Council and Department for Business and Trade representatives joined to meet agents and providers.  

Thank you to our sponsors 

We are very grateful to St Andrew's College Language Schools who helped make StudyWorld China the great event it is by sponsoring for the third year running – and for sponsoring StudyWorld Manchester and our upcoming Brighton event. There's still time to book for Brighton 2026 before scheduling goes live in late December!