Spanish language as an economic resource in Castilla y León Mother tongue Mother tongue Spanish speakers English speakers

In 22 countries In 11 countries Second language Second language Spanish speakers English speakers

25.000.000 400.000.000 Spanish English language language students in students in the world the world

17.000.000 800.000.000 Learning a language abroad

150.000 900.000 students students travelling to the USA travelling to Spain and to the UK to learn English to learn Spanish

Annual revenue of Annual revenue of 260 mill € (approx) 8.000 mill € (approx) Economic value

GDP 2007 (Million $) % GDP

2.772.570 1%

1.438.959 0,03%

90.130 0,12% Distribution of foreign students in the country

Andalucía (28%) Castilla y León (23%) Madrid (15%) Cataluña (12%) Valencia (7%) Rest of Spain (15%) Distribution of foreign students in Castilla y León

Salamanca (78%) Valladolid (9%) Other (13%)

Total number: 40.000 Approx. business: 60 mill € The Spanish language sector in Castilla y León SWOT analysis of the Spanish language sector in Castilla y León STRENGTHS

Cradle of Spanish language Recognized educational reputation worldwide Full immersion in language and culture Language centres with consolidated offer Public safety “Salamanca” known as an international brand SWOT analysis of the Spanish language sector in Castilla y León WEAKNESSES

Poor knowledge of “Castilla y León” as a brand in foreign markets Concentration on one sole segment of the market Strong competition among centres Small and short-term companies Seasonal contracts and limited recognition Deficiencies in additional areas and services (facilities, leisure, activities, etc.) Lack of maturity of the sector: insuficient specialization in schools, shortage of information, poor coordination SWOT analysis of the Spanish language sector in Castilla y León OPPORTUNITIES

Growing demand of training in Spanish language Development of new facilities New technological cluster around Spanish language Collaboration with other products Diversification of the offer by sectors Development of common services network to achieve a more attractive offer Reduction of seasonality SWOT analysis of the Spanish language sector in Castilla y León THREATS

Competition with other Regions in Spain Competition with Latin-America Strong reliance on international socioeconomic situation (strength of Euro, safety problems, visa difficulties) The Spanish language sector in Castilla y León

The different market analyses produced in the last two years by the Fundación de la Lengua have revealed the existence of new international market niches and that the Spanish language must be linked to:

Cultural visits Gastronomy Wine Tourism in general Selling “Spanishness” New approach to the sector New approach to the sector

FUNDACIÓN DE LA INSTITUTO CYL DE LANGUAGE TECHNOLOGICAL LENGUA UNIVERSITIES PUBLISHERS LA LENGUA CENTRES COMPANIES ESPAÑOLA

What does it o!er What does it o!er What do they o!er What do they o!er What do they o!er What do they o!er the market? the market? the market? the market? the market? the market? What does it need? What does it need? What do they need? What do they need? What do they need? What do they need?

INSTITUTIONAL RELATIONS INSTITUTIONAL RELATIONS PERSONAL CONTACTS INTERNET PERSONAL CONTACTS

"Expenditure attraction to Castilla y León" MARKETING COMPANY OF THE PRODUCT

TOURISM - LEISURE- TRAVELLING – ACOMMODATION - HEALTH + FOOD COMPANIES - WINE CULTURE - HISTORY BUILDING AND SERVICE COMPANIES SPORT GASTRONOMY CULTURAL HERITAGE – AGENCIES General Objectives

To present to the world an To approach the sector from integrated global offer in the the points of view of economic Spanish language sector, profitability -opening a new promoting the culture, history economic sector- and social and heritage of Spain. responsibility. Patrons: Types of Patrons

Founding Patrons and Life Benefactors Patrons Benefactors

FUNDACIÓN GRUPO NORTE Benefactors contribute to the AGRUPACIÓN DE EMPRESARIOS LEONESES DE LA communication, development, prestige CONSTRUCCIÓN, S.L. and recognition of the Foundation in all

FUNDACIÓN NIDO/MARIANO RODRÍGUEZ GRUPO DE its activities. EMPRESAS, S.L. GENERAL ELECTRIC INTERNACIONAL, Inc. GRUPO GLOBALIA IBERDROLA RENOVABLES DE CASTILLA Y LEÓN, S.A. FUNDACIÓN JOSÉ ORTEGA Y GASSET VAUGHAN SYSTEMS GRUPO LECHE PASCUAL

JUAN MANUEL HERNÁNDEZ, S.A.

AGRUPACIÓN DE FORMADORES DE CASTILLA Y LEÓN, S.L.

FUNDACIÓN CRISTÓBAL GABARRÓN

INCOSA. INVESTIGACIÓN Y CONTROL DE CALIDAD, S.A.

DANIEL MOVILLA CID-RUMBAO Patrons: Types of Patrons Honorary Board Members of the Honorary board are organizations, institutions, prestigious individuals or, in general, any person or group which, through personal merit or participation in activities analogous or complementary to those of the Foundation, are considered as deserving of this honor by the Patrons. ALFONSO MURILLO MANUEL VIDAL GERMÁN GULLÓN Rector University of Burgos President of the Regional Council of Chambers of Commerce of JOSÉ JIMÉNEZ LOZANO JOSÉ ANGEL HERMIDA Castilla y León Rector University of León MARGARITA LLITERAS ENRIQUE ALONSO GARCÍA JOSÉ RAMÓN ALONSO HUMBERTO LÓPEZ MORALES Rector Univ. of Salamanca JUAN PEDRO APARICIO LUIS MATEO DÍEZ

EVARISTO ABRIL ROBERT BLAKE JOSÉ MARÍA MERINO Rector Univ. of Valladolid JAVIER BLASCO JOSÉ ANTONIO PASCUAL MARTÍN JOSÉ FERNÁNDEZ Rector Univ. Europea Miguel de Cervantes JULIO BORREGO ANTONIO PIEDRA

SANTIAGO IÑIGUEZ ONZOÑO PILAR CELMA ELENA SANTIAGO Rector IE University ANTONIO COLINAS SALVADOR GUTIÉRREZ ORDOÑEZ JESÚS TERCIADO MIGUEL ÁNGEL CORTÉS MARTÍN President of CECALE GUSTAVO MARTÍN GARZO RICARDO DÍEZ HOCHLEITNER JOSÉ VEGA GARRIDO Presidente PILAR CERNUDA Family Companies in Castilla y León CLAUDIO GUILLÉN The Fundación in figures Current programmes: 2008

Spanish courses for executives Integration Centres

The International Village Research and development: The International Summer Institute web page and didactic materials

Erasmus Programme for VT Folk tales and legends students Spanish Ambassadors Videogame and virtual reality School Exchange Programmes International Congress Practicum for Spanish language teachers in the US Culinary Programmes Business trips and cultural visits Business actions

Spanish courses for business executives

Short, intensive Spanish courses with complementary activities and cultural visits.

Special courses adapted to groups with mobility limitations. Participating companies: Microfusión Dibaq Diproteg Starbucks James Beard Foundation Culinary Institute of America Stockholms Internationella Restaurangskola Stephan Fürst. Arquitect of Novartis for Abadía Retuerta The International Village Thematic sessions

16-31 July 1-15 August “Don Quixote” “Christopher Columbus”

16-31 August “Intercultural camp” International Summer Institute 2008 Programmes

Spanish for nursery and primary school teachers Spanish training for teachers of immigrant students Erasmus Programme for Vocational Training students

Special internship programme for Spanish VT students within the Erasmus Programme framework.

Countries: Germany Italy France Portugal England Romania Ireland Ambassadors of the Spanish language

Young Spaniards working in summer camps in the US, coordinating sports, leisure and cultural activities and teaching Spanish. School Exchange programmes

Young teenagers from Spanish Schools and High Schools travel to the United States to attend lessons, staying with host families linked to the American school.

In exchange, young Americans travel to Castilla y León to attend lessons and stay with their new Spanish friends. International Congress LITERARY EDUCATION

Valladolid, 7, 8 and 9 November 2008 9 lectures and 15 workshops

500 attendants: Spanish language teachers, adult education teachers, teachers of Spanish as a foreign language, immigrant programmes. Practicum for Spanish language teachers in the United States

Recently graduated teachers from Spanish Universities do internships in nursery, primary and secondary education centres in the United States. Culinary Programmes

Educational Culinary trips:

The Culinary Institute of America

French Culinary Institute

Stockholms Internationella

Restaurangskola

Internationale Fachhochschule Bad

Honnef -Bonn Business trips and cultural for professionals

Groups from: European Career Evolution - Italy Course promoters - England Gaetano Ciancio. Doctor - USA Course promoters – Norway and Finland Claudia Gutiérrez. Productions - USA Narula Travels Renee Behnke. Sur La Table Shops- USA Kobrand Corporation Ana Mari Cauce. Dean of the Washington Itsma India State University - USA Antwerp Travel Rudolf Panekeet and Margaretha Schoone, Orlando City Council, Florida Managers of Panvital - Holland Culinary Institute of America Jesús Á. Miguel. Dtor. Spanish Institute Winnipeg - Canadá Red Carpet - Sweden Ángel Cardec. Dtor. International Studies of International Hotel-Skola - Sweden Florida University - USA Cámara Comercio Hispano - Danish David LeClaire. - USA Ambassador of the U.S. in Spain: Carlos Arenas & Inma Amo. Teachers Santa Fe - Mr. Eduardo Aguirre USA Lydia Benhamou. Teacher of the Lycée Geroge Ángel Tuninetti. Teacher. University Pompidou - France Interchanges. West Virginia - USA Social programme Integration Centres

Spanish courses for adults School-support lessons for children Driving lessons Computer training Intercultural integration programme Work and social consultancy service People attended to: 8.600 (year 2008) Íscar, Valladolid Aguilar de Campoo, Palencia Burgo de Osma, Soria Guijuelo, Salamanca Benavente, Zamora Arévalo, Ávila Trobajo del Camino, León Ponferrada, León Briviesca, Burgos Cuéllar, Segovia Santa Marta, Salamanca The Fundación and new technologies The Fundación and new technologies

31% 19%

50%

Search engines (50%) Direct traffic (19%) Websites of reference (31%) The Fundación and new technologies

Online didactic materials: The García Romero Family (levels A1 and A2 of the European Framework of Reference) The Fundación and new technologies Folk tales

The Fundación publishes, on its website, illustrated folk tales.

Recordings by renowned people linked to the world of the Spanish language and culture.

With the voices of Luís Mateo Díaz, Gustavo Martín Garzo, María Lafuente, Manuel Quijano, Juan Carlos Pastor & Luis del Olmo y Elena Santiago.

Tales: “Juan el de la vaca”; “El rey durmiente”, “Los hijos del leñador”, “El castillo de irás y no volverás”, “Jorge el valeroso”, “Almendrita”, “Los tres hermanos” and “El pandero de piojo”. The Fundación and new technologies

Videogame – virtual reality