tracking our success · however changes to sector market shares nationally and in qld have been...
TRANSCRIPT
Tracking Our Success Speaker: Rebecca Hall
Content
• Our Operating Context
• 2016-2017 Achievements
• Market Trends
• Delivering the Strategy
• 2017 Road Map
• Measures to Track Success
Our Operating Context
3 tiers of government – challenge and opportunity
State Govt Australian
Govt
Focus on international
education
Local Govt
Queensland’s regions are a key part of the state’s education and training export industry and value proposition
• Note: Note that regional figure has been amended based on 2016 data provided for the Gold Coast by the Commonwealth Department of Education and Training. GolData does not include Working Holiday Makers, non student visa holders and study tours.
• Source: Commonwealth Department of Education and Training (2016) ‘ Research Snapshot: Study locations of international students in 2015’
• Non capital city = comprises over 30,000 enrolments
0
9
31,868
Queensland 9,599
92,624
Victoria 4,722
190,148
NSW 16,615
224,196
ACT 12,780
Northern Territory 2,137
Tasmania 116 4,962
Western Australia 162
49,752
South Australia 111
International enrolments in capital and regional areas, by number, 2015
2.30%
0.30%
2.40%
0.30%
0.40%
0.00%
6.90%
30.05% Queensland
NSW
Tasmania
Victoria
Western Australia
ACT
South Australia
Northern Territory
International enrolments in regional areas, as proportion of jurisdiction total, 2015
This is the highest share of enrolments in a regional area Australia-wide
31334
Western Australia Metro – 49,752 Regional – 162
Queensland Metro – 71,503
Regional – 30,720*
New South Wales Metro – 224,196
Regional – 16,615
Victoria Metro – 190,148 Regional – 4,722
All other states and territories Metro – 51,747 Regional – 236
ACT
Western Australia
0.00%
0.31%
0.21% South Australia
Northern Territory 0.02%
Tasmania 0.22%
Victoria 9.00%
NSW
58.56% Queensland
31.67%
International enrolments in regional areas, as share of total IET enrolments in regional locations, 2015
ALTERNATIVELY
Four Queensland regions are in the top 6 regional destinations for international education and training
• Note: Gold Coast data is based on DET data for October 2016. Data does not include Working Holiday Makers, non student visa holders and study tours.
• Source: Commonwealth Department of Education and Training (2016) ‘ Research Snapshot: Study locations of international students in 2015’
• Gold Coast, the Sunshine Coast, Tropical North Queensland and Northern Queensland are nationally significant IET regions
International student enrolments in regional areas, top ten locations in student enrolments, 2015
883
1,068
1,087
1,838
1,971
2,523
3,145
5,670
6,985
21,121
North Coast
New England North West
Geelong
Northern Queensland
Tropical North Queensland
Sunshine Coast
Hunter
South Coast
Gold Coast
Ballarat
Almost 60 % of Australian international
student enrolments in non-capital city locations are in Queensland.
2016-2017 Achievements
2016-2017 Year in Review
April May June July August September
2,000 entries 5 million people reached 35,000 emails
Study Queensland Week Indonesia
$25.3 million + Draft Strategy
Consultation Roadshow
Brisbane Student Hub1800 QSTUDY
The Year in Review – cont’d…
October November December January February March
Virtual Reality ICEF, ANZA, AFUEE Tokyo
Final Strategy and formation of IETAG
4 million views, 10 million people reached
Partnership Fund opens
Summit – 350 attendees Inbound famil - 47 overseas delegates to partner with Queensland Queensland International Student Advisory Panel
$6 million Partnership Fund with 42 applications
Market Trends
Queensland’s International Education and Training sector is large, diverse and geographically distributed, delivering a wide range of direct economic benefits to the state.
Like the rest of Australia, Queensland has recovered from the downturn in enrolments, with particularly in the postgraduate sector.
While the recovery since 2010 has benefited Queensland, the net growth nationally has been concentrated in Higher Education and ELICOS provision in Victoria and NSW.
Compared to the rest of Australia, Queensland is doing well in the School and VET sectors, but it is being out-performed in other areas. We are growing, but other states growing faster.
Meeting the government’s 20 per cent market share target will require an acceleration in growth across the key HE, VET and ELICOS sectors. There are a variety of opportunities to achieve this, including:
• Potentially large growth opportunities for the state as a whole from targeting particular source countries.
• Targeting the right levels of qualifications and diversity in qualification offerings, subject to post-study work options and factors impacting student experience.
• Building on Queensland’s strong performance across all sectors to capture a larger proportion of the economic benefits of IET exports, particularly through continued diversity and offshore delivery and ed tech.
• Expanding the metrics of international education to include study tours, non student visas, executive programs.
• Keeping student experience at the heart of all we do.
1 2 3 4
5
Summary
Source: Commonwealth Department of Education and Training (2016) ‘Research Snapshot: Export incomes to Australia from international education activity in 2015-2016’
Australia is the third largest player in the global education and training industry
Wes
tern
Au
stra
lia
$2,967m
$7,192m
$1,389m
$211m $508m
Vic
tori
a
$6,475m
New
So
uth
Wal
es
Qu
een
slan
d
AC
T
$81m
Sou
th A
ust
ralia
$1,060m
No
rth
ern
Ter
rito
ry
Tasm
ania
7.0%
32.6%
1.1% 0.4%
14.9%
36.2%
2.6% 5.3%
Queensland is the third largest exporter of IET in Australia
Source: OECD (2016) ‘Education at a Glance, 2016’
7%
France
13%
10%
26%
Germany Australia
8%
UK
United States
7%
29% Other OECD
Non-OECD Education sector export income, by state and territory, 2015-16
IET and the Queensland export industry
IET is a $2.9 billion export industry for Queensland
Note: ABS classification for ‘personal travel’ and ‘education related travel’ have been renamed ‘tourism’ and ‘IET’ respectively.
Source: ABS (2016) ‘5368.0.55.003 International Trade: Supplementary Information, Financial Year 2015-2016’
0
2,000
4,000
6,000
8,000
10,000
12,000
20
03
-04
20
02
-03
20
01
-02
20
12
-13
20
11
-12
20
10
-11
20
09
-10
20
08
-09
20
07
-08
20
06
-07
20
05
-06
20
04
-05
$m
20
15
-16
20
14
-15
20
13
-14
Queensland major exports, Services by type of activity, 2001-02 to 2015-16
36%
27%
6%
12%
6%
4%
1%
8%
Business travel
IET
Tourism
All other
Personal, cultural and recreational services
Telecommunication, computer & information
Financial services
Transport
% of total services industry
IET and the Queensland export industry
IET is the second largest services export for Queensland (27%), behind tourism (36%)
Note: 2016 data has been forecast based on information on for Q1-3 and Q4 as share of overall for previous three years. Note that economic contribution may differ based on sub-sector as the value of the student to the Queensland economy differs.
Source: Austrade (AEI) (2016) ‘International Education Student Data‘
Commencements returned to 2009 peaks
Overseas students enrolments by sector, Queensland, 2002 - 2016
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
100,000
110,000
120,000
20
16
20
03
20
02
20
15
20
14
20
13
20
12
20
11
20
10
20
09
20
08
20
07
20
06
20
05
20
04
Higher Education
VET
Non-award
ELICOS
Schools
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
45,000
2013 2012 2014 2011 2009 2010 2016 2015
Overseas students enrolments by sector, Queensland, 2002 - 2016
ELICOS
Schools VET
Higher Education Non-award
- 2,833
+2,076
+8,566
+389
-155
Difference to 2009
Recovery has been strongest in HE
We have largely “recovered”
Comparison to the previous peak in 2010…Growth driven by Higher Ed and ELICOS.. in Sydney and Melbourne
Note: Column width is based on change in total enrolments from 2010 to 2016.
Source: Austrade (AEI) (2016) ‘International Education Student Data‘
Changes in enrolments for NSW and Victoria has been greatest
Change in International student commencements by sector and state, between 2010 and 2016
ELICOS
10,380
791
Increase in commencements Decrease in commencements
31,175
Non-award
13,658
10,897
Schools
1,665
VET
12,933
2,359
3,020
5,518
Higher Education
30,561
1,187
16,131
10,611
5,179
51
VIC
SA
QLD NT
WA
TAS
NSW
ACT
nousgroup.com 16
Growth in Queensland has already outpaced the rest of Australia in VET and Schools since 2002
Source: Austrade (AEI) (2016) ‘International Education Student Data‘
0
50
100
150
200
250
300
2004 2008 2006 2010 2012 2014 2016
Rest of Australia
Queensland
2002
Overseas students enrolments, HE, 2002 – 2016 (Index = 100)
0
200
400
600
800
Rest of Australia
2016 2014 2006 2002 2004
Queensland
2008 2010 2012
Overseas students enrolments, VET, 2002 – 2016 (Index = 100)
0
50
100
150
200
250
300
2008 2006 2002 2010 2012 2014 2004
Queensland
2016
Rest of Australia
Overseas students enrolments, ELICOS, 2002 – 2016 (Index = 100)
0
20
40
60
80
100
120
140
2010 2014 2012
Queensland
Rest of Australia
2016 2004 2002 2008 2006
Overseas students enrolments, Schools, 2002 – 2016 (Index = 100)
The challenge - managing sustainable growth
However changes to sector market shares nationally and in QLD have been minimal between 2010-2016
Higher Education in Queensland has declined moderately as a share of the total
International Education commencements by sector, Australia and Queensland, 2010 and 2016
31% 32%
33% 29%
26% 28%
7% 8%
2016
414,292
3%
2010
327,580
3%
Non-award ELICOS Schools VET Higher Education
28% 26%
27% 28%
31% 31%
9% 9%
2016
67,928
5%
2010
59,933
5%
Australia Queensland
Source: Austrade (AEI) (2016) ‘International Education Student Data‘
Nous Group
While there are some consistencies in terms of the largest consumers of Queensland’s IET offering, there are also stark sectoral differences
Note: Ten highest countries of origin based on total international student commencements across all sectors in Queensland in 2016 (YTD Q1-3) .
Source: Source: Austrade (AEI) (2016) ‘International Education Student Data‘
Commencements by country of origin, Queensland, by sector, 2016
33%26%
22% 18%12%
15%
12%
4%
9%4%
11%
26%
37%33%
46%
24%
45%
4%
5%
12%
16% 6%
6%
7%
4%
9%6%
4%4%
VET
16,757
Higher Education
17,373
1%
3%
3%
6,340
Non-award ELICOS
19,021
4%
Schools
3,431
Other
Thailand
Hong Kong
China
Brazil
India
Korea, Republic of (South)
Japan
Colombia
Taiwan
United States of America
Great diversity in Queensland
Indonesia and Vietnam are two source countries where Queensland could improve across all sectors
• Note: Twenty highest countries of origin shown for all sectors across Australia. Source: Austrade (AEI) (2016) ‘International Education Student Data‘
• Thailand, Malaysia, China, India and the Philippines represent further opportunities for growth
All
mar
kets
Ind
on
esi
a
Pak
ista
n
Vie
tnam
Thai
lan
d
Ne
pal
Mal
aysi
a
Ch
ina
Ind
ia
Ph
ilip
pin
es
Ital
y
Sau
di A
rab
ia
Un
ite
d K
ingd
om
Ho
ng
Ko
ng
Sou
th K
ore
a
Co
lom
bia
USA
Taiw
an
Bra
zil
Spai
n
Jap
an
All sectors 16% 4% 6% 7% 9% 9% 10% 13% 14% 15% 15% 21% 17% 20% 23% 26% 28% 28% 29% 30% 32%
Higher Education 14% 8% 8% 8% 14% 9% 13% 11% 15% 11% 15% 12% 20% 22% 26% 18% 38% 33% 20% 17% 28%
VET 15% 2% 3% 4% 8% 5% 7% 9% 13% 17% 12% 52% 15% 19% 22% 25% 17% 31% 30% 28% 30%
Schools 28% 6% 0% 8% 13% 14% 16% 15% 14% 18% 69% 0% 38% 35% 33% 64% 33% 55% 68% 47% 47%
ELICOS 19% 6% 4% 10% 9% 9% 6% 16% 12% 15% 11% 27% 21% 17% 22% 27% 28% 22% 29% 34% 33%
Non-award 18% 7% 9% 10% 27% 22% 10% 11% 20% 5% 13% 14% 18% 19% 12% 25% 29% 42% 11% 16% 21%
Sect
or
Key
Opportunities for growth Below average market share Share driven by single
sectors High market share
Queensland’s shared of student commencements in these three countries - Indonesia, Pakistan and Vietnam – are significantly lower than overall market share. These represent opportunities for growth across all sectors, noting that other factors, in particular country risk-ratings, would need to inform such assessments.
Queensland share for these countries below average at an aggregate level. Market share for some sectors above average.(i.e. non-award courses).
These sources are driven primarily by Queensland’s share of single sectors – VET for Saudi Arabia and Schools for Italy. Opportunities to grow other sectors.
Queensland performing above average in most or all sectors for these markets. Opportunity for Queensland to consolidate market leadership , slow growth based on wide base focus.
4 1 1 1 3 1 2 1
103 88
41 36
8 5 4
14 3 8 1 1 1 1 1
149
123
38 29 8 1 0
Number of providers by state, VET,
2016
123549
1513
000
795
23
44
Is it a case of supply?
• Source: CRICOS data base (2016)
• There are many more public and private higher education providers in NSW and Victoria – Queensland has similar numbers as South Australia and Western Australia
Number of providers by state, Higher Education,
2016
Number of providers by state, Schools,
2016
WA SA QLD VIC NSW TAS NT ACT
Private Government
SA WA QLD NSW VIC TAS NT ACT
NT ACT TAS WA SA NSW QLD VIC
15 17 14 8 4 1 3 2
69 65
22 18 4 1 2
TAS ACT NT SA WA QLD VIC NSW
Number of providers by state, Non-award,
2016
What about offshore? Queensland is under-represented in the offshore delivery data
Note: Data is not inclusive of non-award off shore enrolments. This includes MOOCs, Executive Education and joint program delivery.
Source: Commonwealth Department of Education and Training (2016) ‘Overseas Students’ NousGroup.com
Victoria dominates offshore VET delivery and Queensland lags behind WA
37%
17%
57,000
Offshore VET
77%
Onshore VET
Victoria
NSW
Queensland
WA
Other 2%
6%
7%
584,000
29%
All onshore International students
9%
42%
15%
5%
148,000
8%
8%
8%
30%
13% 10%
8%7%
17%17%
5%
37% 30%
18%
30% 33%
46%
8%
20%
All onshore international students
NSW
Offshore HE
83,196
Victoria
Queensland
WA
Other
584,000 280,102
Onshore HE
Overseas students, VET onshore and offshore, 2016 Overseas students, HE onshore and offshore, 2016
Queensland universities are significantly under-represented in offshore HE delivery
Data presented in this State of the Industry Report draws from publically available data sources. Work is being undertaken by Trade and Investment Queensland to explore how the International Education and Training sector can build and report a more sustainable data set.
Opportunities exist to improve the quality and level of data that is captured and reported
This will support the industry have a fuller understanding of the state of the International Education and Trade market and it’s contribution to the Queensland economy.
As an example, this will look to consider:
Queensland offshore
delivery and edtech
Non-student visa holder
data
Study Tour value to
Queensland
School pathway
(which may include offshore
partnerships)
Proportion of Queensland international
graduates taking up
Graduate Skills Visa
Visiting friends and relative and tourism
data
Getting to 20 percent
Growth opportunities through targeting particular source countries
Targeting diversity in location and discipline of study
Capturing economic benefit through continued diversity and offshore delivery
Opportunities include the Chinese market across all sectors; South East Asian neighbours in Higher Education generally and India for postgraduate opportunities; and VET and ELICOS opportunities in countries such as Vietnam and Indonesia.
Diversity is key to Queensland’s sustainability. Diversity of location of study across the state and discipline area of study should be a focus
Offshore delivery provides an opportunity for Queensland with limited engagement with offshore delivery by VET and Higher Education providers to date.
Broadening our measures of international education
To include value of study tours, visiting friends and relatives, non student visa study programs, executive programs
At the heart of it all - student experience and quality
nousgroup.com 25
Delivering the Strategy
CONNECTING THEINDUSTRY
Strategic imperatives Initiatives
1. IET Partnership Fund
4. Showcasing Queensland to the world
5. Communicating with the world
6. Major events sponsorship, participation and attraction
7. Bringing the world to Queensland
8. Ministerial education, training and research missions
9. Taking Queensland students to the world
10. Maximising global partnerships and delivery options
11. Facilitating business for Queensland
12. Queensland as a high-quality research destination
13. Embracing disruption to support growth
ENABLING INITIATIVES
2. IET Partnership Plan
3. IET Summit
PROMOTING QUEENSLAND INTERNATIONALLY
ENHANCING THE STUDENT EXPERIENCE
14. Improving pre-departure awareness
15. Affordable and quality accommodation
16. Transport connectivity and accessibility
17. Enhancing employability
18. State-wide student hubs
19. Alumni engagement
20. Harnessing the student voice
21. Monitor quality issues
22. Student Innovation Challenge
23. Regional international education clusters
STRENGTHENING OUR REGIONS
24. Local Government partnerships
25. IET and tourism collaboration
26. Regional best practice network
27. Supporting an internationalised schools sector across Queensland
28. International Education and Training Unit
29. International Education And Training Advisory Group
30. Ministerial Champion
31. Queensland IET Excellence Awards
32. Connecting with the national agenda
33. Engage on sectoral issues
34. Community engagement
35. Sector capacity building and leadership development
36. Improving data and research
What we said we would do
✔
✔
✔
✔
✔
27/36 initiatives in progress
• $1.2 million per annum
• Projects must align and deliver outcomes related to the four strategic imperatives and 33 initiatives
• Matching funding requirement (50:50)
• Consortia/collaborative projects only
• Project ability to be shared/replicated in other sectors/regions
• Selection panel to consider applications
• Expression of Interest approach and option for fast track approval
• Maximum grant level – $150,000 per project
Key Initiative update
1. International Education and Training Partnership Fund
Measures of Success
• Number of applications
• Matching funds generated
• Project outcomes
Key Dates
• Jan 17 – Round 1 opens
• March 17 – Successful projects announced
• June 17 – Round 2 opens
• Sept 17 – Successful projects announced
• The IET Partnership Plan will build on advice from the sector to inform IETU’s annual program of marketing and promotion.
• Annual process to seek input into key markets and focus areas for Queensland’s promotional effort.
• Includes information on digital campaigns, trade fairs and events, cooperative marketing activities, alumni events, ministerial trade events and inbound familiarisation visits.
• Prioritises markets for greatest impact and aims to align national, state and local efforts in selected key markets.
Key Initiative update
2. IET Partnership Plan
Measures of Success
• Buy-in from the sector into the plans development and delivery
• Delivery against the plan
• Impact of plan activities
Key Dates
Dec 16 – Forward events plan
April 17 – Sector engagement
June 17 – Analysis & finalisation plan
July 17 – 2017-2018 Partnership Plan
2017 Road Map
2017 Road Map 20 Feb – Best Semester Abroad Graduation 27 Feb – Partnership Fund Pilot Round closes 20-24 March – Queensland at Asia Pacific Association of International Education 24-31 March – Inbound Familiarisation visit 28 March – IET Summit
February to March
April to June
April - IET Partnership Fund projects announced April – June International Partnership Plan April 5-7 – ANZA Cairns May – Chengdu Cup and Queensland promotion May – Singapore Business Development Manager commences June 30 – IET Partnership Fund Opens
July to Sept
July – Partnership Fund Regional Roadshow 4 July – IEAA Mid Winter Researchers Seminar, Innovator in Residence, Research Agenda August - Launch of the IET Excellence Awards 24-31 August – VET inbound famil September – International Students Meet Parliament
October to Dec
November – IET Excellence Awards December- IET Year in Review Report
Priorities for action 2017-2018
Affordable and quality accommodation
Student Hubs
Brand and Positioning – a framework for state and city brands
Enhancing employability
Monitor quality
Community Engagement
Tracking against agreed measures
Vision A strong and sustainable international education and training (IET) industry that facilitates global engagement, produces lifelong ambassadors for Queensland, and becomes a key catalyst for growing Queensland’s knowledge
economy.
Goals Harness Queensland’s comparative advantages to reposition Queensland as a leading destination for international education and training in the Asia-Pacific region – aspiring to contribute to Australia’s overall standing and 20 per cent of the national market share by 2026.
Tracking our success: International Education and Training Strategy to Advance Queensland 2016-2016
• Marketshare
- 16.2% of national total
• Regional enrolments
- 30%
• Student Experience
- 90% satisfaction
• Client Satisfaction
- In progress
Governance and Priorities 2017-2018 International Education and Training Advisory Group Priorities - cross sectoral pathways, Queensland positioning, agent engagement, schools and industry engagement/employability
Regional Community of Practice Priorities - student experience, marketing and data
Queensland International Student Advisory Panel Priorities - student experience ( accom, transport, employability and community), student innovation challenge, students meet parliament, student awards
Cross Government Working Group Priorities - whole of government support for IET, mapping trends and risks, quality, tracking strategy impact
Peak Body Partnerships Priorities - as defined by each peak body
You - sector feedback and advise critical to our ongoing success
We look forward to working with you 15 offices around the world focusing on identifying business opportunities for Queensland – Jakarta, Hong Kong, Singapore, Taipei, Tokyo, Seoul, Beijing, Shanghai, Guangzhou, Chengdu, Bangalore, Abu Dhabi, London, Houston and Santiago.
TIQ Education Business Development Managers in partnership with the International Education and Training Unit
Study Queensland
+61 7 3514 3148
studyqueensland
studyqueensland
@StudyQld
StudyinQueensland
Trade & Investment Queensland
+61 7 3514 3147
tiq.qld.gov.au
Trade & Investment Queensland
TradeandInvestmentQld
@tradeinvestqld
tiq.qld.gov.au/iet-strategy
Connect. Be connected.