International education strategy announced

An International Education Strategy that will provide significant economic benefits for the province was announced today, along with $827,000 to fund the initiative, provided through the Canada-Newfoundland Comprehensive Economic Development Agreement (CEDA).

The announcement was made by Brian Tobin, Minister of Industry; Robert Thibault, Minister of State for the Atlantic Canada Opportunities Agency; and Sandra C. Kelly, Minister of Youth Services and Post-Secondary Education, on behalf of Beaton Tulk, Minister of Industry, Trade and Rural Development.

Education as an industry, with potential to generate considerable economic wealth, was one of the themes that emerged during the province�s public consultations on Jobs and Growth. By strategic marketing of the province�s education facilities and programs, the initiative announced today is designed to develop that potential by increasing the number of international students in the province. The initiative has a target of raising the number of students in the provincial education system to 2,000, from the current number of just more than 400.

"The post-secondary education system in Newfoundland and Labrador is comprehensive and as such should be appealing to students throughout the world," said Minister Tobin. "Recruitment of international students will help the province maintain its current post-secondary system despite changing demographics and once here these students will enhance the learning experience for all who attend the institutions while contributing to the provincial economy."

Minister Kelly said that while education is a critical building block of economic development, "it can also be viewed as an economic growth opportunity in and of itself. That was demonstrated quite clearly during the Team Canada Trade Mission to China last February. This initiative to recruit 2,000 international students has the potential to add $30 million annually to our economy. Increasing the number of international students in the province has such tremendous potential for economic benefits, that we made it a priority for action in our economic renewal strategy."

Globally, trade in education products and services reached almost $70 billion in 1995. More than 1.5 million high-school and post-secondary education students study abroad each year, contributing an estimated $28 billion to the economies of their host countries. The number of international students around the world is expected to double in the next decade. In Canada, the education of international students is worth $3.5 billion annually, and according to the CEC Perspectives Report, from 1997-2000 student visa authorizations rose 43 per cent in Canada alone.

Students will be recruited where capacity exists or where it is expanding without compromising access by Newfoundland and Labrador students. Also, international students who are recruited will pay the full financial premium of their studies here.

As part of the continuing process to avail of a larger share of the international education market, the province is developing an overall comprehensive strategy for international education that includes Memorial University, College of the North Atlantic, our private colleges and our secondary school systems. Memorial University�s Board of Regents has approved a comprehensive recruitment plan for international students and work has also begun on recruitment strategies on the west coast of the province. The City of Corner Brook and the Humber Economic Development Board Inc. officially launched a new International Education Model to attract students from around the world to the region this past August.

In Phase I of the International Education Strategy, with $100,000 of CEDA funding, the Department of Youth Services and Post-Secondary Education engaged KPMG to review the international education marketplace and make recommendations on how best to market the province�s education facilities and programs with an initial focus on international student recruitment. KPMG produced three reports: Situational Analysis, Market Analysis and Projects, Educational Projects and Services.

Marketing of the province�s education institutions in the international marketplace will include trade missions and the production and distribution of quality marketing materials. The province will also build on the relationship the College of the North Atlantic has developed with the state of Qatar where they are in the process of establishing a campus. The college is committed to bringing its governance and management systems, accreditation of programs and certification of graduates to Qatar.

The Canada-Newfoundland Comprehensive Economic Development Agreement is a six-year, $95.4 million initiative designed to complement existing federal and provincial economic development efforts. It is administered federally by the Atlantic Canada Opportunities Agency and provincially by the Department of Industry, Trade and Rural Development.

Media contact:

Heidi Bonnell
Director of Communications
Office of the Minister of Industry
(613) 995-9001

Jennifer Savoy
Press Secretary
Office of the Minister of State for ACOA
(613) 941-7291

Doug Burgess
ACOA
(709) 772-2935

Janice Lockyer
Director of Communications
Youth Services and Post-Secondary Education
(709) 729-6573

Josephine Cheeseman
Director of Communications
Industry, Trade and Rural Development
(709) 729-4570

 

In 1999, with the support of the Canada-Newfoundland Comprehensive Economic Development Agreement, Phase 1 of this project involved the Council on Higher Education contracting with KPMG consultants to undertake "...an international market analysis to identify the province�s existing capacity of programs and services and to identify potential markets for our exports." In June of 1999 KPMG presented council with a three volume International Market Analysis: Situational Analysis, Market Analysis and Projects, Educational Projects and Services.

Throughout 1999, a series of awareness sessions with key stakeholders were held which led to a strategy session on November 30, 1999 attended by sector champions. At the November 30 strategy session, a vision statement and Key Strategic Directions were drafted.

The Vision statement:

The Newfoundland and Labrador international education sector is recognized as a Canadian leader in the provision of educational products, programs and services. These are reflective of Newfoundland and Labrador�s distinct geography and culture, and are delivered through effective, market driven, flexible, client-focused and customized services.

The following six draft strategic directions were reviewed by the council for policy formulation:

1) Promote brand identity which emphasizes product excellence, unique geography and culture.

2) Develop community and business partnerships.

3) Strengthen our capability to recruit and support international students and faculty.

4) Build a commitment to the international education sector.

5) Enhance collaboration within the international education sector.

6) Promote international education as a contributor to economic development, and social and cultural enrichment.

On January 6, 2000, the Council on Higher Education held a policy session at Memorial University on the international marketing of Newfoundland and Labrador�s educational products and services. It was facilitated by KPMG and attended by eight members of the council.

In June of 2000, KPMG submitted their Final Report with nine recommendations to the council to obtain the resources required and move the initiative forward:

1) Raise the profile at the federal/provincial table.

2) Assess the current investment potential for the educational institutions and the provincial government.

3) Link into Memorial University�s Recruitment Plan.

4)Set up a steering committee to guide the development of a detailed proposal.

5) The council commission an economic analysis of the impact of not recruiting international students over the next 10 years.

6) Investigate further the potential for partnering with Irish Business Partnerships.

7) Determine specifically the countries to be targeted.

8) Finalize decisions around educational products to be promoted.

9) Investigate further opportunities with business.

An international steering committee was struck under the chair of Dr. Bill Blake, the Dean of Business at Memorial University with representation from Memorial University, College of the North Atlantic, the Department of Education, and the Newfoundland and Labrador Directors of Education. This committee worked throughout the fall of 2000, and in the spring of 2001 submitted to the council a proposal for an International Trade and Marketing Strategy for the Newfoundland and Labrador Education Sector.

2001 12 05                           10:40 a.m.