HEALTHPLAN MAGAZINE

Spanish, the second most spoken native language in the world after Mandarin Chinese, has seen a surge in popularity, with almost 600 million people speaking it as their mother tongue. The rising global fascination with Latin culture and the desire to learn the language have led to more than 22 million individuals studying Spanish worldwide, giving birth to the thriving sector of language tourism. In Spain, Malaga has emerged as a key destination for language enthusiasts.

According to the annual report by the Instituto Cervantes, which is responsible for promoting Spanish language and culture, the demand for Spanish has reached new heights. The province of Malaga attracts over 20,000 foreigners each year who choose to learn the language, contributing to an approximate turnover of 36 million euros.

Paola Peña, vice president of Nacem (an association of Spanish schools for foreigners in Malaga), highlighted the significance of Malaga in the language tourism landscape. The language is not only sought after for personal enrichment but is also increasingly in demand at the business and educational levels worldwide.

"Nationally, Malaga is one of the most important destinations alongside Madrid, Barcelona, Valencia and Salamanca. Spanish is increasingly in demand at the business level and also in educational centres in other countries," said Paola Peña, vice president of Nacem (association of Spanish schools for foreigners of Malaga), whose current group of 12 schools in the capital are all accredited by the Instituto Cervantes, some of them with 40 years of experience.

The pandemic brought a temporary halt to language tourism, but 2022 marked a year of recovery for the sector. The industry is optimistic about the year 2023, aiming to equal or surpass the figures achieved in 2019.

Malaga a hub for language schools

Malaga's tradition as a hub for language schools goes back years, with many establishments initially attracted to its proximity to the beach and residential areas. However, in the past 15 years, the city centre has emerged as another strategic location, hosting numerous language schools.

Currently, Malaga boasts 12 accredited schools by the Instituto Cervantes, with some having over four decades of experience. Combined with an additional five language schools in the province, the region stands as a focal point for language education with a total of 17 accredited institutions. The entire Andalusian region, which includes Malaga, is home to 35 accredited language schools, emphasising the importance of Malaga as a premier destination within the sector.

Based on the survey conducted by the Andalusian association of schools of Spanish as a foreign language (EEA), the outlook for 2023 is promising, building on the positive momentum gained in 2022. In that year, EEA schools witnessed nearly 68% more student enrollments compared to the previous year. Although the 2022 figure of 35,000 students arriving in Andalucía for Spanish language programs is not yet on par with the pre-pandemic numbers of 51,500 in 2019, it significantly exceeds the 19,300 recorded in 2021.

European market a primary source of language students

EEA calculates the income generated by considering the duration of students' stays. The average length of stay in 2022 increased to 3.5 weeks, contributing to an estimated total income of around 48 million euros for Andalucía. This figure comes closer to the 65 million euros achieved in 2019, indicating a steady recovery.

The European market remains the primary source of language students, with Germany leading the way, followed by Italy, the UK, Ireland, and Denmark. Outside of Europe, the United States is a significant contributor, sending over 1,700 students in 2022.

Non-EU language students also attracted to Spain

Malaga's appeal lies not only in attracting young people between 18 and 25 but also in catering to students seeking long-term stays of up to 35 or even 50 weeks. Students from various countries such as China, Japan, Korea, India, Russia, and Morocco find Malaga an ideal place to immerse themselves completely in the language and culture. The flexibility of remote working after the pandemic has enabled many individuals to extend their stays while continuing their employment and attending Spanish classes simultaneously.

To enhance the language tourism industry further, cooperation between key language institutions and public bodies is vital. Malaga's language schools offer a diverse range of cultural activities, including tapas trails, museum visits, flamenco shows, and even cooking classes, providing students with a comprehensive linguistic and cultural experience.

With the positive trends continuing, Malaga is poised to strengthen its position as a premier destination for language tourists, who not only contribute to the local economy but also serve as ambassadors for Spain's rich cultural heritage.

Source: Sur In English