“Like any business, English language schools seek to operate profitably and contribute to the economy. In 2024, FELTOM-affiliated schools continued with their positive upward trend, underscoring the need for Malta to support and strengthen this sector, a sector that not only enhances Malta’s international appeal and tourism sustainability but also serves as a key economic pillar,” said JESSICA REES-JONES, CEO of FELTOM, which this year celebrates its 35th anniversary.
Reflecting on 35 years of service, how would you describe FELTOM’s impact on the ELT sector in Malta?
I believe that FELTOM has managed to consistently build a sector based on quality tuition, mostly thanks to an accreditation system which we established 18 years ago. We also continue to benchmark ourselves with global networks to ensure that we remain relevant and aligned with international best practices. FELTOM’s impact was also a strong one on an economic level. Our annual report for 2023 shows how the ELT sector contributed 9.4% of the total guest nights of Malta’s tourist market. Student spend also increased from €121.6m to €155.2m. Total revenue per student week in Q2 2024 was €308,000, higher than 2023 by 4.6%.
What trends have FELTOM’s schools seen in student arrivals this year?
The numbers are looking quite positive and this trend augurs well for the future. Survey results across our 15 member schools have shown us that student arrivals in the second quarter of 2024 were higher than last year. Between April and June of this year, our schools reported 16,345 student arrivals. When compared to last year’s 15,868, this was a 3% increase. More recently in August, the total arrivals increased by 7% compared to 2023 with a total of 4,186 student arrivals. We will know more once we have all the data in hand.
Recently FELTOM launched its Focus Forward initiative. What prompted this strategic process, and how will it shape the organization’s future?
FELTOM was established 35 years ago and today, especially post-Covid, the world has changed and we need to pause and take stock to see where we are, how to build on our strengths and consider new options. We are engaging with all stakeholders having launched an online questionnaire and through in-person workshops. We are listening and want to hear from all our stakeholders on how we can make FELTOM future-fit together. Once the outcomes are known, we can then align and deliver a clear action plan. This will not be just a plan but a real commitment to match and exceed expectations on Accreditation, Advocacy and Marketing. It will be our Promise. To our members, to our stakeholders, to our sector and quality tourism in Malta.
Engaging stakeholders is central to this process. How does FELTOM plan to ensure a diverse range of voices are heard during the discussions?
We are listening to all our stakeholders, including those beyond our shores. Last month I attended ALPHE in London and will be presenting at ICEF in Berlin next month. When we understand the key issues, we can map out how best to deliver. This process started this month and will run to December when we give feedback to the FELTOM Board for focus and support. At our AGM in Q1 of 2025, we will then present a five-year strategy plan for the future.
What are some of the challenges FELTOM faces in the current educational landscape, and how is the organization planning to address them in its new 5-year strategy?
We already know that three key challenges faced by our members are the ongoing delays in visa processing, the high volume of refusals and difficulties in attracting and recruiting ELT teachers. Recent collaboration with relevant bodies like CVU and ELT has led to the release of new guidelines. Visa issues can have a strong bearing on a sector like ours. For example, visa challenges and new regulations in Canada and Australia are currently making Malta a more attractive option for those students. Attracting quality teachers and students to Malta is also a challenge. We need to remain resilient and nimble.
How is FELTOM helping its school members strengthen their international reach?
We are present in several global associations and we invest to attend two of the biggest international events – ALPHE and ICEF. We regularly share news with global newsletters and social media like Study Travel Network, The Pie and Bonard and we regularly host familiarisation trips such as next month when we will host a group of agents from Japan to visit our schools and to experience some of the history and culture that Malta has to offer.
Any international markets showing promise? Any specific figures?
Last August, our top growth markets were Poland, Hungary and Colombia. However, last year, we also received 3,407 students from Japan. This was our third biggest intake of students outside the EU. And, after having encouraged the visa challenges to be reconsidered with CVU and with the newly released process that minimises the time and details to process, we believe that this market shows promise.
What are your expectations from stakeholders as FELTOM transitions to its new strategic phase, and how can they contribute to the organization’s future success?
The next phase is all about expectations and how we will align expectations to delivery. The trust that our stakeholders have been placing in FELTOM for the past 35 years is secure and we will retain the same values. FELTOM might have been reactive in the recent past but now we want to be more proactive. Malta’s ELT sector has a unique voice that resonates globally and we are now in a new chapter to deliver more excellence and growth.
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