Education Adelaide

I seek leave to make a brief explanation before asking the Minister for Aboriginal Affairs and Reconciliation, representing the Minister for Education and Children’s Services, questions about Education Adelaide.

The Hon. J.M.A. LENSINK: I refer to the 2002-3 annual report of Education Adelaide, the purpose of which is to facilitate the export of services provided by South Australian education providers, including our universities, schools and the vocational sector. The number of overseas students quoted in The Advertiser articles on this topic vary significantly.

An article dated 25 March this year cites figures from an organisation called Australian Education International which showed a 22 per cent increase in students from 2002 to 13 467 in 2003. However, Education Adelaide figures for the same period show just 9 000 overseas students residing in South Australia.

Another organisation cited in The Australian’s education section and known as IDP Education International has research which shows that China’s and India’s markets may be the future strong performers as student numbers from Malaysia, Singapore and Hong Kong drop off due to fee increases, a strong Australian dollar and the development of their own universities. However, I note that Education Adelaide roadshows have been have been focused mainly on South American countries. My questions to the minister are:

1. To what does he attribute the difference in figures from Australian Education International and Education Adelaide in relation to overseas students in 2003?

2. What analysis has Education Adelaide performed to ensure that it targets the potentially most profitable markets for overseas students?

3. Why does the 2002-03 annual report not advise whether performance targets are being met as per the previous year’s report?

4. Why have the performance targets not been adjusted from 2001-02 in spite of growth in the sector of some 22 per cent?

5. On what advice did Education Adelaide decide to focus its roadshow so heavily on South American countries?

6. Does the minister agree with IDP Education Australia that the key markets should be China and India?

The Hon. T.G. ROBERTS (Minister for Aboriginal Affairs and Reconciliation): I will refer those important questions to the Minister for Education and Children’s Services and bring back a reply.

Monday 4 April 2005

In reply to Hon. J.M.A. LENSINK (26 May 2004).

The Hon. T.G. ROBERTS: The Minister for Employment, Training and Further Education has provided the following information:

1. Each agency has its own methods for collecting the data.

Education Adelaide’s figure of 9,000 students was based on its own head count, which it conducts twice a year. This figure has always been a conservative estimate and does not include education providers who have failed to reply to Education Adelaide’s request for data. Education Adelaide has introduced a more rigorous process this year which should produce a more accurate figure. The Australian Education International figure for 2003 enrolments was only released in March this year, and is considered the most up-to date and accurate for student visa data.

2. Education Adelaide has consulted extensively with education providers to identify priority activities and markets and also employed the services of a consultant to advise on current market trends. The priority markets identified for promotional activities supported by Education Adelaide in 2004 are India, Thailand, Korea and the United Arab Emirates. China is recognised as the largest market, but education providers have indicated that extra promotional support from Education Adelaide is not required in this market this year.

3. The 2002-03 financial year was a period of transition for Education Adelaide during which its role and focus was redefined.

At the start of 2003, funding was secured to the end of 2005 to enable Education Adelaide to employ staff with specific skills in marketing and public relations; and to revise its marketing strategy.

The agency is in the process of defining a new set of performance targets.

The old targets were not included in the annual report as they were no longer relevant to an organisation that was undergoing an intense process of transition.

4. The performance targets are being revised. It is important to note that Education Adelaide's performance is not tied to growth in the number of international students. Recruitment is the direct responsibility of the education providers, while it is Education Adelaide's role to provide crucial support in marketing Adelaide as a study destination. Education Adelaide's performance targets are more closely related to satisfying the marketing needs of their funding organisations including Adelaide's education providers, the State Government and the City of Adelaide.

It should be noted however, that South Australia's market share in international students has continued to grow steadily since Education Adelaide was formed in 1998 and last year the rate of increase was more than double (22%) the national average. Our market share has risen above 5% for the first time.

Education Adelaide's new direction was unveiled on 6 July 2004.

It involves the branding of Adelaide as “Australia's Best Learning Environment” and increasing the awareness and recognition of Adelaide as a study destination in our major education export markets.

5. There has not been a significant focus on South America.

Education Adelaide was involved in arranging one roadshow in Brazil in October 2002. This event was arranged in response to the assessment of education providers – especially the VET and schools sectors – that Brazil was a potential market.

Education Adelaide was also interested looking at ways to broaden the student base and easing the reliance on one particular region (83% of Adelaide's overseas students come from the Asia Pacific). Adelaide's education providers have continued to build on the links they formed in Brazil after participating in our roadshow.

6. Yes. Education is South Australia's third biggest export to China. More Chinese students came to study in Adelaide last year than from any other country, injecting about $75 million into our economy. There were 2,502 Chinese students in Adelaide last year, 38% more than in 2002.

It is generally accepted that India could match or even exceed China as the main source country for students within a few years.

Education Adelaide has identified India as a priority market for 2004 and is planning a major industry visit to the region towards the end of the year.

Education Adelaide brought six senior education journalists to Adelaide in March, including journalists from major daily newspapers in India, China and Hong Kong. This visit resulted in some very high profile media coverage in those markets of Adelaide as a study destination.

The Hon. J.M.A. LENSINK: I refer to the 2002-3 annual report of Education Adelaide, the purpose of which is to facilitate the export of services provided by South Australian education providers, including our universities, schools and the vocational sector. The number of overseas students quoted in The Advertiser articles on this topic vary significantly.

An article dated 25 March this year cites figures from an organisation called Australian Education International which showed a 22 per cent increase in students from 2002 to 13 467 in 2003. However, Education Adelaide figures for the same period show just 9 000 overseas students residing in South Australia.

Another organisation cited in The Australian’s education section and known as IDP Education International has research which shows that China’s and India’s markets may be the future strong performers as student numbers from Malaysia, Singapore and Hong Kong drop off due to fee increases, a strong Australian dollar and the development of their own universities. However, I note that Education Adelaide roadshows have been have been focused mainly on South American countries. My questions to the minister are:

1. To what does he attribute the difference in figures from Australian Education International and Education Adelaide in relation to overseas students in 2003?

2. What analysis has Education Adelaide performed to ensure that it targets the potentially most profitable markets for overseas students?

3. Why does the 2002-03 annual report not advise whether performance targets are being met as per the previous year’s report?

4. Why have the performance targets not been adjusted from 2001-02 in spite of growth in the sector of some 22 per cent?

5. On what advice did Education Adelaide decide to focus its roadshow so heavily on South American countries?

6. Does the minister agree with IDP Education Australia that the key markets should be China and India?

The Hon. T.G. ROBERTS (Minister for Aboriginal Affairs and Reconciliation): I will refer those important questions to the Minister for Education and Children’s Services and bring back a reply.

Monday 4 April 2005

In reply to Hon. J.M.A. LENSINK (26 May 2004).

The Hon. T.G. ROBERTS: The Minister for Employment, Training and Further Education has provided the following information:

1. Each agency has its own methods for collecting the data.

Education Adelaide’s figure of 9,000 students was based on its own head count, which it conducts twice a year. This figure has always been a conservative estimate and does not include education providers who have failed to reply to Education Adelaide’s request for data. Education Adelaide has introduced a more rigorous process this year which should produce a more accurate figure. The Australian Education International figure for 2003 enrolments was only released in March this year, and is considered the most up-to date and accurate for student visa data.

2. Education Adelaide has consulted extensively with education providers to identify priority activities and markets and also employed the services of a consultant to advise on current market trends. The priority markets identified for promotional activities supported by Education Adelaide in 2004 are India, Thailand, Korea and the United Arab Emirates. China is recognised as the largest market, but education providers have indicated that extra promotional support from Education Adelaide is not required in this market this year.

3. The 2002-03 financial year was a period of transition for Education Adelaide during which its role and focus was redefined.

At the start of 2003, funding was secured to the end of 2005 to enable Education Adelaide to employ staff with specific skills in marketing and public relations; and to revise its marketing strategy.

The agency is in the process of defining a new set of performance targets.

The old targets were not included in the annual report as they were no longer relevant to an organisation that was undergoing an intense process of transition.

4. The performance targets are being revised. It is important to note that Education Adelaide's performance is not tied to growth in the number of international students. Recruitment is the direct responsibility of the education providers, while it is Education Adelaide's role to provide crucial support in marketing Adelaide as a study destination. Education Adelaide's performance targets are more closely related to satisfying the marketing needs of their funding organisations including Adelaide's education providers, the State Government and the City of Adelaide.

It should be noted however, that South Australia's market share in international students has continued to grow steadily since Education Adelaide was formed in 1998 and last year the rate of increase was more than double (22%) the national average. Our market share has risen above 5% for the first time.

Education Adelaide's new direction was unveiled on 6 July 2004.

It involves the branding of Adelaide as “Australia's Best Learning Environment” and increasing the awareness and recognition of Adelaide as a study destination in our major education export markets.

5. There has not been a significant focus on South America.

Education Adelaide was involved in arranging one roadshow in Brazil in October 2002. This event was arranged in response to the assessment of education providers – especially the VET and schools sectors – that Brazil was a potential market.

Education Adelaide was also interested looking at ways to broaden the student base and easing the reliance on one particular region (83% of Adelaide's overseas students come from the Asia Pacific). Adelaide's education providers have continued to build on the links they formed in Brazil after participating in our roadshow.

6. Yes. Education is South Australia's third biggest export to China. More Chinese students came to study in Adelaide last year than from any other country, injecting about $75 million into our economy. There were 2,502 Chinese students in Adelaide last year, 38% more than in 2002.

It is generally accepted that India could match or even exceed China as the main source country for students within a few years.

Education Adelaide has identified India as a priority market for 2004 and is planning a major industry visit to the region towards the end of the year.

Education Adelaide brought six senior education journalists to Adelaide in March, including journalists from major daily newspapers in India, China and Hong Kong. This visit resulted in some very high profile media coverage in those markets of Adelaide as a study destination.