The number of international students coming to study in Western Australia increased by just 1.5 per cent in 2004, a figure Perth Education City’s chief executive Mike Ryan said he was “embarrassed” to reveal.
The number of international students coming to study in Western Australia increased by just 1.5 per cent in 2004, a figure Perth Education City’s chief executive Mike Ryan said he was “embarrassed” to reveal.
Mr Ryan said WA’s share of the market for international students had decreased in recent years and was now 9.4 per cent.
This is a marked contrast to figures of about 10 per cent, both in annual increases and overall market share, each year from 2001 to 2003.
Although most other Australian states have stronger growth figures, demand for the nation’s education services and facilities overall has been decreasing for the past few years.
To help WA education providers understand the decline in student numbers, and what can be done to reverse the trend, the Australian-Indonesia Business Council held a breakfast last week with guest speaker Isla Rogers-Winarto, the country director for Indonesia-IDP Education Australia.
As WA’s third top market for international students Indonesia provides a good case study, even though the number has decreased by 15 per cent (5,500 students) over the past few years to 8.5 per cent (4,300 students).
Ms Rogers-Winarto said that, although Australia still remained the number one study destination for Indonesians, its share of the international market was starting to slip.
“Now, 14.6 per cent of Indonesian students studying in Australia choose WA, so why the decline [from 20 per cent]?” she said.
“One reason is the high Australian dollar. It has lost its competitive edge.
“Australia’s university tuition fees have increased significantly since 2001 and the rupiah has been decreasing. On April 26 it hit a three-year low.
“And the market has become price sensitive.”
Ms Rogers-Winarto said political and social reasons, including continuing political advice against non-essential travel to Indonesia, had also had an effect. A family planning program in Indonesia the mid 1980s, the resultant decline in birth rate and subsequent reduction in the number of 15-24 year olds also had a role.
Other factors include: greater opportunities elsewhere in the region; more in-country options; more local and foreign scholarships being offered to Indonesians; US student visas have been easier to process since 2004; post-study experience available in other countries; and more countries are marketing education to Indonesians.
Despite the figures, Mr Ryan said, Indonesia remained a top 10 feeder market for WA.
“We are still marketing there, but we need to market differently,” he said.
“The PEC will receive $3.8 million over three years from the State Government. The money will be used to promote Perth as a study destination.”
Mr Ryan said the PEC’s three major goals were to increase by 10 per cent the number (3,500) of international students to WA, reverse the slow growth trend as compared to other states, and increase market share.
Ms Rogers-Winarto said Australia needed to contain the cost of higher education if it was to remain competitive.
Marketing also was important, with a whole-of-Indonesia campaign more beneficial than a Jakarta-only approach, she said.
“Adapt marketing strategies to the changing environment,” Ms Rogers-Winarto said.
“Review product and programs and applicability to Indonesia, adopt best practice systems, take advantage of emerging training opportunities, strengthen international student relationships and work with the Australian Government to be supportive of international students.”
Why Australia
For
- Quality of education.
- Qualification recognition at home.
- Quiet and studious environment.
- Reputation of institutions.
Against
- Preference for a competitor country.
- Lack of knowledge about Australia and/or institutions.
- High tuition fees.
- Racism.
