Asia Pacific region in focus

It has been a busy month for the English UK team focussing on marketing to the Asia Pacific region in a series of events.

"This is a market with a great deal of potential and it makes sense for us to focus intensively on agents, agent associations and British Council offices there to spread the word about the quality and variety of what our member centres can offer," said Annie Wright, Deputy Chief Executive of English UK, who leads our International Team.

The first event was an agent seminar and networking evening, co-hosted with the British Council Japan and the Japan Association of Overseas Studies in Tokyo. The agent seminar, titled Latest Developments in the UK ELT Sector, included speeches by our Chief Executive, Eddie Byers, and several board members, followed by a networking event attended by Japanese agents and English UK member centres.

The following day saw the start of the annual English UK Fair for the region in the Japanese city of Kyoto. These three-day fairs are very popular and the English UK Fair Kyoto event was full; with 35 member centres, 45 agents from the region, exhibitors from five organisations including local agent associations, and regional British Council representatives.

The focus then switched to China, with the sixth British Council/English UK China Road Show for summer school programmes. This year we took 25 English UK members to Beijing, Chengdu and Shenzhen, where they met 240 local agents. Chengdu is a new destination for us, chosen because of a new direct British Airways service to the city. The trip also included meetings with the local British Council staff as well as the chief executive of New Oriental, the biggest ELT provider in the country and also one of our partner agencies.

Finally, on the week of October 20, our autumn inward mission brought twelve agents from the Asia Pacific region to London and the Home Counties for two days of mini-workshops with 22 member centres. The group then visited seven English UK member centres in London, Berkshire and Sussex, with a welcome reception and dinner hosted by the British Council and a farewell dinner hosted by English UK London.


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