Saturday 17 October 2020
How education agents and Australian schools are working together to help the school sector bounce back from COVID-19.
With the COVID-19 worldwide outbreak now in its ninth month, most countries have been impacted by the virus with governments around the world responding differently to the health and economic impacts they are experiencing. The economic and financial impact upon businesses across the world is now evident. The research community across the world is actively working on the development of vaccines and treatments which will eventually lead to effective containment and management of the virus.
Australia‘s trading relationship with China is of enormous economic importance. Last year, international education made a $35bn contribution to Australia’s GDP. There are usually over 260,000 Chinese students enrolled in Australia across all sectors, and around 12,000 attending Australian schools. China is the largest school sector market for Australian schools.
COVID-19 has presented the international education industry with unprecedented logistical, moral and regulatory challenges.
The outbreak initially occurred in Wuhan, Hubei Province, and spread across China during the Lunar New Year holiday period. Around the world, governments and health authorities ramped up protective measures, ranging from Do Not Travel advisories and mandatory quarantine periods, to complete border closures.
The Australian Government’s response, in particular, border closures restricting both travel into and out of Australia have been enormously challenging for the education industry. The measures initially attracted media attention throughout Asia, both positive and negative. Some international students voiced their dissatisfaction at their treatment in Australia via social media and in the press. Thankfully, this was balanced by many positive stories emerging from Australian schools about the way in which they managed international students onshore and also those stranded offshore over this year. Fortunately, most school sector students had returned to Australia prior to the implementation of the Government’s travel ban, meaning they could undertake their quarantine period in either their homestay family or through other arrangements put in place by their school. International students in schools have been unable to return home to visit family during school holidays this year and have shown resilience and strength.
In China
After an extended period of some months, people across China have now returned to work and school. Media reports have indicated that China has rebounded economically and is showing signs of growth. This is in sharp contrast to other leading economies of the world which are still being impacted by contractions resulting from COVID public health restrictions.
AEAS has been in close contact with key school sector education agents across ten major cities in China. Agents were initially mostly optimistic about their ability to manage the short term impact upon their businesses, however prolonged international border closures may have more severe and long lasting consequences for the international education industry. While students are able to travel to the UK, Canada and some other countries, unfortunately the Australian border closures
During 2020, agents reported an increase in enquiries and contact through online channels such as TikTok and WeChat. Many have reviewed the importance of online marketing channels to service new and existing clients. Families also appear to be making plans for the future school education of their children. Many used the time at home to contact agents and consider their options, although anecdotal evidence suggests they were reluctant to finalise decisions based only on online consultation, and are waiting to confirm until borders reopen.
In some ways, COVID-19 has offered agents an opportunity to test new marketing channels, and by doing so, future proof their businesses. A number of agents indicated that they would now adjust their marketing mix based on the success of these measures.
Agents remain generally confident about the market outlook post COVID-19 and are anticipating a possible surge in school applications in 2021 for mid year 2021 or 2022 commencement.
With the inability to travel, school sector agents are focused on maintaining strong partnerships with schools, stressing the importance of regular and clear communication on place availability and application processes at Australian schools for students from China. Agents have requested information from schools about any potential changes to admissions procedures or timelines. They are keen to reassure their clients that AEAS testing is available, submission of applications can proceed, and that travel will resume as soon as it is safe to do so.
In Australia
In Australia, in early 2020 thousands of students were preparing to return to school after the Christmas and summer holiday period as COVID-19 began to spread. Many international students had already returned, or were making their way back to Australia, as the first cases were confirmed here.
Australian schools responded quickly to the challenges presented by COVID-19. Dealing with young people, the majority under the age of 18, means that schools, unlike tertiary providers, carry much higher welfare responsibilities for all of their students.
Australia’s highly regulated international education industry is one of its strengths and a key marketing advantage. Legislative requirements around quality assurance; stringency of duty of care and welfare arrangements; and measures to promote course progression give confidence to families their children will be well cared for socially, emotionally and academically. Australian schools have one of the best reputations among the top destinations for international students.
To avoid an unnecessary delay to the return of their students to normal school life, in February 2020 St Catherine’s School in Sydney organised serviced apartment accommodation for 16 international boarders just around the corner from the School’s Waverley campus. Here they were able to complete their 14 day period of isolation. During their stay they were cared for by a member of the boarding staff, had access to medical services, and plentiful supplies of food and drink were delivered daily.
Since this time, Australia’s international borders have been closed except in exceptional circumstances. Universities and schools across Australia have been working on detailed plans for pilots to enable international students to enter Australia and complete a 14 day quarantine period. The first pilots for university students are due to take place in October/November 2020 with planning well underway for pilots for school students to enter in early 2021.
