Youth Tourism in South Africa: the English Language Travel Sector
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Tourism Review International, Vol. 15, pp. 123–133 1544-2721/11 $60.00 + .00 Printed in the USA. All rights reserved. DOI: http://dx.doi.org/10.3727/154427211X13139345020453 Copyright © 2011 Cognizant Comm. Corp. www.cognizantcommunication.com YOUTH TOURISM IN SOUTH AFRICA: THE ENGLISH LANGUAGE TRAVEL SECTOR MAISA CORREIA Department of Tourism Management, School of Tourism and Hospitality, University of Johannesburg, Johannesburg, South Africa Language travel has gone largely unnoticed as a key contributor of youth tourism. The global lan- guage travel market is dominated by the UK and the US, with Canada, Australia, Ireland, Malta, and New Zealand also recognizing the importance of language travel for tourism. Little attention has been paid to language travel in research, including in South Africa. This article reviews the organiza- tion and development of the language travel industry in South Africa as an important aspect of the country’s youth tourism economy. South Africa’s language travel industry is explored in terms of its global position, development, size, key role players, structure, operation, and significance for the broader tourism industry. It is shown significant differences exist in the operation and source markets between inland and coastal language schools. Key words: Language travel; Youth tourism; South Africa Introduction national arrivals and valued at approximately US$136–139 billion. The number of youth travel- Until recently youth tourism has been acknowl- ers is expected to more than double to 300 million edged as the “poor relation of international tour- arrivals by 2020 (Jones, 2008; United National ism” (Richards & Wilson, 2005, p. 39). It has World Tourism Organization [UNWTO], 2008). emerged as a recognized contributor to the global Richards (2008) acknowledges that young people tourism economy, largely due to the growing desire are increasingly traveling more often, to more des- for travel among the youth as well as their increas- tinations and spending more than any other group ing spending power. Studies have shifted focus to on international travel. This phenomenon is the re- include “youth and student travel as a mass global sult of “increased participation levels in tertiary phenomenon, which is an increasingly attractive education, labour mobility and overseas study pro- market” (Richards & Wilson, 2003, p. 8). Globally, grammes . and changing concepts of youthful- the youth travel market represents 20% of inter- ness” (Richards & King, 2003, p. 1). Address correspondence to Maisa Correia, Department of Tourism Management, School of Tourism and Hospitality, University of Jo- hannesburg, Johannesburg, South Africa. E-mail: [email protected] 123 124 CORREIA Although student travel and activities add con- search of the international context of language siderable economic value to the tourism economies travel, the establishment of a data base of all lan- of destinations the student market is one of the guage schools in South Africa, and most important- most underestimated youth markets globally. The ly the findings from 33 interviews conducted dur- global demand for international student places is ing 2010 with directors of language schools as well estimated to “increase from about 2.1 million in as 75 questionnaires completed by language stu- 2003 to approximately 5.8 million by 2020” and dents at five separate schools in Cape Town, Johan- the demand for places in the main English-speaking nesburg, and Pretoria (Correia, 2011). destinations is forecast to increase from “about 1 million to 2.6 million places” (Böhm et al., 2004, p. International Context 4). In the US alone, international students contrib- uted US$17.6 billion in the academic year of 2008– Studies on language travel are spread across the 2009 and nearly $20 billion in the ensuing academ- scholarship of both educational tourism and youth ic year (Institute of International Education, 2010; tourism. Learning a foreign language in combina- Ketterer, 2009). Key contributions made by inter- tion with travel originates in the Grand Tour days national students to destinations relate to tuition, of the 1500–1600s and more recently in the late living expenses, and travel costs. Students also gen- 19th century where leisure tourism formally emerged erate a significant Visiting Friends and Relatives as a means of education (Brodsky-Porges, 1981, p. (VFR) market. In one Australian study, approxi- 177; Ritchie, 2003, p. 10; Benson, 2005, p. 135). mately 70% of students surveyed expected two or Modern educational tourism has progressed to in- more friends and two or more family members to clude an array of different activities and interest visit them in Australia (Davidson et al., 2010). The groups. More people are looking for holidays in additional spend by VFR provides added economic which they can actively participate in something value to the student and youth market. educational, which can include anything from Recently, language travel has become a rising “wine tasting to environmental field studies, but in- sector of the global youth travel market. Language creasingly it is learning a new language, particu- learning, particularly the English language, has be- larly English” (Boekstein, 2010, p. 91). The lan- come essential in the context of globalization pro- guage travel market has become a niche tourism cesses and opportunities for cultural exchange. market in recent years, particularly for destinations Many countries are “actively developing language with national languages that include English, Span- tourism as a major incoming market” (UNWTO, ish, and French. The economic impact of language 2008, p. 67). This is evident in the UK, US, Cana- students on tourism spending and in the broader da, and Australia, where tourism planners and poli- economies of language learning destinations has cy makers have acknowledged the importance of gained considerable recognition of late. Many lan- the language travel market. It is against this back- guage students often stay in local communities, drop of international recognition of the significance particularly in “home stays,” and “spend money di- of language travel that the article analyzes the de- rectly with local suppliers, increasing the economic velopment, size, structure, operation, and signifi- impact of their stay” (Richards, 2009, p. 6). This cance of the South African language travel industry. trend is supported by Son (2002, p. 235), who ar- Over the past decade several studies have been gues that language students are also likely to stay undertaken highlighting the importance of youth for longer periods of time, effectively spending tourism in South Africa, in particular of the seg- more in total than other more “traditional” tourist ments of backpacker tourism and volunteer tourism types. (see Rogerson, 2007, 2010, 2011; Visser, 2003). According to Richards (2009), the “total value of Nevertheless, with the exception of Boekstein’s the (global) language travel market can be conser- (2010) work on language travelers to the Western vatively estimated at US $8 billion a year (or al- Cape, there has been no previous investigation of most 7% of the global youth travel market) (p. 1). the South African language travel industry. Meth- For 2009, the Language Travel Magazine released odologically, the article draws from desktop re- statistics valuing the global language travel market YOUTH ENGLISH LANGUAGE TRAVEL SECTOR 125 at over US$11.7 billion (Norris, 2010, p. 50). Such approximately £1400 million (Richards, 2009). As figures are difficult to confirm, however, due to the the world’s largest destination for English language lack of accurate records in language travel destina- learning travel, the UK has sought to support the tions where the language travel industry is not ad- growth of this sector of youth tourism. equately recognized or monitored. Likewise, the US also recognizes the educational Figure 1 depicts the geographic distribution of industry as a crucial contributor to the country’s the global language travel market based on the sta- economy. In the academic year of 2009/2010, the tistics published by the Language Travel Magazine country generated a total of US$18.8 billion from (Norris, 2010, p. 51). It is evident that the largest the international student market. The US recogniz- share of the global market is dominated by the UK es that Intensive English Programs (IEPs) are “the (41.9%). The second largest share of the market is gateway to US higher education,” feeding into larg- represented by the US (17.8%). These market shares er economic opportunities (American Association are followed in descending order by Canada (13%), of Intensive English Programs, 2003). As a conse- Australia (10.5%), Ireland (7.4%), Malta (5.2%), quence of the 2001 terrorist attacks and 2003 SARS and New Zealand (2.8%). South Africa is a new outbreak, however, the national government tight- destination in the global language industry and ened visa restrictions and lengthened process times, ranks eighth, with an estimated market share of making it more difficult for students to enter the 1.4%. Internationally, the core source markets for country. In this regard, the US higher education in- English language learning include China, Japan, dustry lobbied the administration to improve visa Korea, Taiwan, Brazil, Mexico, Italy, Spain, and processing by allowing embassies more discretion Saudi Arabia. to waive visa interviews and issue visitor visas for The local importance of the language travel in- short-term language students (Indecon Internation- dustry is evident in the UK, which in 2004 earned al Economic Consultants, 2007). Figure 1. Global English language market share by student numbers, 2009 (adapted from Norris, 2010, p. 51). 126 CORREIA Australia is another popular destination for edu- growth. Although these barriers to growth vary be- cational travel as a whole and acknowledges the tween destinations, Richards (2009, pp. 7–9) iden- promotion of English language learning as impor- tifies certain common challenges that tend to occur tant within the context of the international educa- across the industry. These include strict and lengthy tion sector (Pearce & Son, 2004).