the language stay market
Italy

MARKET SUMMARY

1.1 Definition and presentation

Language study stays are stays of varying length in a foreign country, to learn or improve the language of the country. Carried out by:

  • Children (under 12),
  • Teenagers (12-18 years)
  • Adults

The global market for language travel has seen an impressive growth in recent years both in value and volume, due to the increasing attention paid to the learning of foreign languages, internationality and inclusion. In Italy, in fact, demographic and social changes have led to a new generation of parents, the millennials, strong supporters of different educational methods. In addition, the Italian labor market is progressively aligning itself with the rest of Europe through a marked need to speak foreign languages, especially English.

Among the main players in the market there are agencies focused on language holidays, associations and specialized organizations that have their own language schools.

In recent years, the formulas offered have evolved, as has the potential pool of consumers, although the mastery of English remains the primary motivation for these types of stays.

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