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Increasing LC members' competitiveness in Asia through marketing diversification at APAIE 2023

THAILAND, March 11-17, 2023 – Diego Sanchez, Languages Canada’s Director of International Affairs, attended the Asia-Pacific Association for International Education (APAIE) conference in Bangkok, from March 11 to 17, 2023.

During the conference, Mr. Sanchez delivered an info session to Trade Commissioners from Canadian embassies and consulates in Thailand, Bangladesh, Vietnam, Indonesia, Malaysia, Pakistan, the Philippines, South Korea, Singapore and Japan, as well as Global Affairs Canada (GAC) headquarters officials.

This training session allowed Languages Canada to discuss the advancements it’s been propelling within the international education sector in Canada and how to better work with embassies around the world in conveying a positive image of the country to prospective students and preserving Canada's position as a top destination for foreign partners.

In a series of one-on-one meetings, LC’s Director of International Affairs gathered market intelligence from Trade Commissioners on student recruitment trends, opportunities for partnerships with education institutions, and the current challenges at play in their respective markets.

LC also participated in networking events during, and on the margins of, the APAIE conference, which allowed for liaising with higher education institutions interested in connecting with Canadian counterparts. Service providers and institutions from Thailand, Malaysia, Italy, Indonesia, China, Germany and the UK were some of the many contacts with whom LC engaged in Bangkok with the aim of fostering partnerships. These encounters also served as a means to share market intelligence in order to support LC members with their international marketing efforts in the coming years.

Close to 200 delegates representing Canadian colleges and universities, as well as LC’s sister national associations, participated in the event. More than 20 of these public programs currently offer ESL/FSL programs which are accredited by Languages Canada.

LC had a booth presence with iCent, its technology partner for the Canadian Letter of Acceptance Verification System. Various meetings took place with interested institutions who will soon be adopting the solution.

Languages Canada corporate partners and annual sponsors International Insurance and LanguageCert were also in attendance in Bangkok.

Global Affairs Canada had an important presence at APAIE, through its EduCanada division and a series of events organized by their team, which provided a high-level stage for LC and its members to engage with international partners – be it at the EduCanada Pavilion, the Trade Commissioner Service Activities Day or the Canada Reception, hosted by the Embassy of Canada to Thailand.

APAIE’s next annual conference will be held in Perth, Australia, March 4-8, 2024. Languages Canada will continue engaging with international partners to gauge the interest for English and French language education and to establish contacts with potential partners in preparation for Languages Canada’s future marketing activities.

This initiative was partially supported by the Global Affairs Canada CanExport Associations Program.