FELTOM Calls for Fair Competition and Sustainable Growth at ICEF Berlin 2026
The Federation of English Language Teaching Organisations Malta (FELTOM) has called for greater fairness, responsible competition and long-term sustainability within the English Language Teaching (ELT) industry, following its participation in an international panel discussion at ICEF Berlin 2026.
Representing Malta’s ELT sector, FELTOM CEO Katrin De Fex Marriaga joined industry representatives to discuss the changing landscape of international education, including evolving student expectations, market pressures, shifting mobility trends and the challenges facing language schools.
A key issue raised was the growing trend towards aggressive price-cutting, which FELTOM believes risks undermining the sustainability of the industry. While competition is essential for innovation and growth, competing primarily on price can place considerable pressure on schools’ financial stability, limit investment in educational quality and ultimately affect the experience students receive.
FELTOM’s Board, led by Chairperson Karl Farrugia Wismayer, has consistently advocated for responsible competition that prioritises quality, professionalism and value.
“Competition should encourage schools to improve, innovate and deliver greater value to students, rather than engage in a race to the bottom on pricing. When prices are driven to unsustainable levels, the consequences extend beyond individual businesses, affecting employees, students, education partners and the reputation of the destination itself,” said Karl Farrugia Wismayer.
The discussion also explored the changing dynamics of international student mobility, including demand across junior and adult markets, shorter stays and the growing importance of experiences that extend beyond the classroom.
The role of international education agents and partners was also recognised as vital to student recruitment and destination promotion, with transparency, mutual respect and fair commercial practices remaining essential to successful partnerships.
For Malta, maintaining its position as an attractive English language learning destination requires a continued commitment to quality and responsible growth. Its combination of English-speaking environments, quality education, cultural experiences and Mediterranean lifestyle offers international students a distinctive learning experience.
“A successful industry is not necessarily one that offers the cheapest product, but one that consistently delivers quality, reliability and value. As student expectations evolve, we must continue investing in meaningful educational experiences and strong industry partnerships. Protecting the long-term future of our sector is a shared responsibility,” added FELTOM CEO Katrin De Fex Marriaga.
