The Abu Dhabi Education Council (ADEC) plans to send 50 students, years 10 and 11 to Brisbane for six weeks in 2009, an exchange estimated to inject AUD $200,000 into the economy and generate new education opportunities between the two cities.

The Abu Dhabi Summer Abroad program was formed in 2006 and has been earmarked as an important initiative that will benefit the Brisbane and Abu Dhabi sister city relationship. The city Memorandum of Understanding (MoU) was officially signed by Lord Mayor Campbell Newman and Abu Dhabi City Municipality last week in Abu Dhabi.

Cr Newman said Brisbane’s new sister city relationship with Abu Dhabi has already created new education opportunities for Brisbane.

"The estimated value of 50 students visiting Brisbane would be $150,000 in education related fees alone plus an estimated further 23 per cent in benefits to Brisbane sectors, specifically in tourism, airlines, public transport, accommodation and retail," Cr Newman said.

"Brisbane has been chosen as a top student destination alongside major international educational forces including Melbourne, Sydney, Oxford and Cambridge in the UK, and Nova Scotia and Vancouver in Canada.

"This is just another example of Brisbane being recognised as a leader in education on an international stage.

"With the help of Brisbane Marketing, a number of Brisbane education institutions are also tendering to handle a contract servicing the entire Australasian market, which includes looking after 200 students spread across Brisbane, Sydney, Melbourne and Auckland.

"Regardless of the outcome, Brisbane will benefit from the arrival of these 50 students from Abu Dhabi, who will bring with them a $200,000 investment in city's economy.

"This program will help to create a reputation in Abu Dhabi, and indeed around the world, about Brisbane as a world leading study destination which will lead to millions of dollars increased course revenue."

As part of the Lord Mayor’s business mission in the Middle East, Brisbane Marketing CEO, John Aitken and a Trade Queensland representative met with the ADEC on 4 February to present Brisbane’s credentials for the Summer Abroad Program.

John Aitken said this is a major leap in establishing the Abu Dhabi and Brisbane sister city relationship, promoting Brisbane’s education strengths, as well as showcasing the city as an excellent investment destination.

“Following our meeting with ADEC, I am hopeful a Brisbane provider will be selected to sign the final MoU on the Summer Abroad Program for Australasia," Mr Aitken said.

“It was encouraging to hear Brisbane is one of the preferred international destinations for students in the entire Gulf Region because of its location, size, variety of courses, post education opportunities and a track-record for being friendly and safe.

“It is estimated the international student market in the Gulf Region represents AUD $500 million which provides enormous possibilities for Brisbane.

“Brisbane Marketing through Export Brisbane has already begun to capitalise on this market by facilitating Brisbane responses to the Abu Dhabi RFP. If successful we will be working with local institutions and the ADEC to ensure academic and social integration into the Brisbane community by the Abu Dhabi students.

“This assimilation is important to foster students as ‘friends for life’ which underpins greater word-of-mouth - a powerful testimony for Brisbane as the preferred destination in the world of study. It will also help to boost Brisbane’s visiting friends and relatives (VFR) market and business links between the two regions.

“Through these early beginnings with the Abu Dhabi program, we see this as part of the bigger recognition and acceptance of Brisbane as a destination of choice for education institutions and students in the Gulf Region.

“Brisbane’s challenge is therefore to ensure the city, community and education providers are delivering the quality of experience and training sought by the education programs and students.

“Many of the key business and civic leaders I have met over the past week in Abu Dhabi, Bahrain and Qatar identify Brisbane through their personal education experiences and or the experiences of their children. This personal association with Brisbane has been critical in generating further interest in business and cultural links.

Key facts on Brisbane’s international education sector

  • The sector earned $1.78 billion in 2008, making it Brisbane’s highest earning export market

  • International visitors coming to Brisbane for education have increased by 99 per cent, doubled in the last four years

  • Emerging growth markets include the Middle East and Latin America

  • Queensland Education and Training International (QETI) figures also show at least 75 per cent of international students in Queensland are studying in Brisbane.

Key facts about the Abu Dhabi Summer Abroad Program

  • Objective of program: provide students with enriched cultural experiences, opportunities to enhance their English language proficiency and encourage independence in the host city 

  • 2006: 60 male students visited Brisbane (Southbank TAFE won the first tender)

  • 2007: 300 students (250 male students visited Brisbane, Sydney, Melbourne and Perth; and 25 males and 25 females visited Nova Scotia in Canada) 

  • 2008: 500 students and destinations include: Australia, Canada, New Zealand and the UK 

  • 2009: 600 students (500 males and 100 females), and destinations include: Australia, New Zealand, Canada and United Kingdom

– ENDS –

Media enquiries:

Elisabeth Topham - Brisbane Marketing
Media Adviser
T: +61 7 3006 6263
M: +61 402 792 264
E: etopham@brisbanemarketing.com.au

Yin Khvat - Office of the Lord Mayor
Media Adviser
T: +61 7 3403 5281
M: +61 409 876 317
E: yin.khvat@brisbane.qld.gov.au


About Brisbane Marketing

Brisbane Marketing is the official marketing authority for the Greater Brisbane Region (Australia). The agency’s mission is to promote Brisbane and its surrounds as an emerging global city to local, national and international markets, with the ultimate goal of achieving optimum social and economic benefits for the local community, residents and businesses.

Brisbane Marketing comprises of: Invest Brisbane, Export Brisbane, Leisure Tourism, Brisbane Convention Bureau and Major Events Brisbane.

www.brisbanemarketing.com.au  

About Export Brisbane

Export Brisbane is a division of Brisbane Marketing and is the export agency for the city of Brisbane. The agency is focused on enhancing Brisbane’s internationally competitive economy in core export sectors by developing successful export programs offshore.

About Study Brisbane

Study Brisbane is a city-wide strategy managed by Export Brisbane which will serve as a cohesive brand for student life in Brisbane. The strategy is centered on a website www.studybrisbane.com.au which education providers will buy into and use as a marketing tool.
About the Abu Dhabi Education Council

The Council seeks to develop education and educational institutions in the Emirate of Abu Dhabi. It also implements innovative educational policies, plans and programs that aim to improve education and support educational institutions to achieve objectives of national development in accordance with the highest international standards.

http://www.adec.ac.ae/en/about-us-en/what-is-adec.html  

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