Working together, looking into the future

This May, we welcomed 150 of our members in person and 30 more online to our English UK 2025 Members' Conference and AGM. This timely gathering provided an opportunity to connect, reflect on recent developments, and look ahead. While UK ELT is navigating a complex landscape, the message from our chief executive, Jodie Gray, was clear: "We are stronger when we work together."

Marketing insights: challenges and opportunities

Presenting the 2024 statistics, BONARD's Ivana Bartosik acknowledged that it had been "a volatile year", with government interventions impacting student numbers in some destinations. However, she also highlighted opportunities for growth, particularly for those able to adapt quickly to changing conditions. An expert panel of English UK members echoed these insights, saying numbers had dropped from the start of the year, with mini stays and tours among the stronger products.

Strength in community

English UK Chief Executive Jodie Gray said we had discovered the power of the English UK community during the pandemic, and this was something to take forwards when facing adversity and challenge.  

"Whatever you are facing as a centre, you are not alone," she said, acknowledging the broader forces at play—from global instability, the growth of political populism, rises in the cost of living and the immigration white paper as factors affecting language student travel. "We've been here before, it's temporary, and things will improve. Better times will come. The key is to focus our energy on what we can influence: building on our strengths, supporting one another, and steadily improving the fundamentals. Small incremental gains, doing the basics better, will lead to a more optimistic outlook."

We can shape government policy

She highlighted that, as an organisation, we have the power to influence UK government policy, as demonstrated by last year's success in securing a VAT exemption for the sector. Building on that achievement, we have now launched our new position paper with six recommendations to help us thrive. Jodie encouraged everyone to get involved in campaigning, information gathering, training, and marketing, emphasising that many of these activities can be undertaken at little or no cost. Figures showed where there was room for UK ELT to grow in major markets. She also pointed to data revealing clear opportunities for UK ELT to expand in major international markets.

The message of resilience and the importance of connection was echoed in the closing keynote by Rob Jansen, a former international education business leader who is rebuilding his life after the loss of his four-year-old son. "I've seen you at conferences and in your schools, you are there to help your students transform themselves. You are here as a force for good, to make the world a more tolerant and inclusive place, and we need that more than ever."