Spanish language as an economic resource in Castilla y León

Transcription

1 Spanish language as an economic resource in Castilla y León

2 Mother tongue Spanish speakers Mother tongue English speakers In 22 countries In 11 countries

3 Second language Spanish speakers Second language English speakers

4 Spanish language students in the world English language students in the world

5 Learning a language abroad students travelling to Spain to learn Spanish students travelling to the USA and to the UK to learn English Annual revenue of 260 mill (approx) Annual revenue of mill (approx)

6 Economic value GDP 2007 (Million $) % GDP % ,03% ,12%

7 Distribution of foreign students in the country Andalucía (28%) Castilla y León (23%) Madrid (15%) Cataluña (12%) Valencia (7%) Rest of Spain (15%)

8 Distribution of foreign students in Castilla y León Salamanca (78%) Valladolid (9%) Other (13%) Total number: Approx. business: 60 mill

9 The Spanish language sector in Castilla y León

10 SWOT analysis of the Spanish language sector in Castilla y León STRENGTHS Cradle of Spanish language Recognized educational reputation worldwide Full immersion in language and culture Language centres with consolidated offer Public safety Salamanca known as an international brand

11 SWOT analysis of the Spanish language sector in Castilla y León WEAKNESSES Poor knowledge of Castilla y León as a brand in foreign markets Concentration on one sole segment of the market Strong competition among centres Small and short-term companies Seasonal contracts and limited recognition Deficiencies in additional areas and services (facilities, leisure, activities, etc.) Lack of maturity of the sector: insuficient specialization in schools, shortage of information, poor coordination

12 SWOT analysis of the Spanish language sector in Castilla y León OPPORTUNITIES Growing demand of training in Spanish language Development of new facilities New technological cluster around Spanish language Collaboration with other products Diversification of the offer by sectors Development of common services network to achieve a more attractive offer Reduction of seasonality

13 SWOT analysis of the Spanish language sector in Castilla y León THREATS Competition with other Regions in Spain Competition with Latin-America Strong reliance on international socioeconomic situation (strength of Euro, safety problems, visa difficulties)

14 The Spanish language sector in Castilla y León The different market analyses produced in the last two years by the Fundación de la Lengua have revealed the existence of new international market niches and that the Spanish language must be linked to: Cultural visits Gastronomy Wine Tourism in general Selling Spanishness

15 New approach to the sector

16 New approach to the sector INSTITUTO CYL DE LA LENGUA FUNDACIÓN DE LA LENGUA ESPAÑOLA UNIVERSITIES LANGUAGE CENTRES PUBLISHERS TECHNOLOGICAL COMPANIES What does it o!er the market? What does it need? What does it o!er the market? What does it need? What do they o!er the market? What do they need? What do they o!er the market? What do they need? What do they o!er the market? What do they need? What do they o!er the market? What do they need? INSTITUTIONAL RELATIONS PERSONAL CONTACTS INTERNET INSTITUTIONAL RELATIONS PERSONAL CONTACTS "Expenditure attraction to Castilla y León" MARKETING COMPANY OF THE PRODUCT HEALTH + SPORT TOURISM - LEISURE- CULTURE - HISTORY CULTURAL HERITAGE TRAVELLING ACOMMODATION - BUILDING AND SERVICE COMPANIES AGENCIES FOOD COMPANIES - WINE GASTRONOMY

17 General Objectives To present to the world an integrated global offer in the Spanish language sector, promoting the culture, history and heritage of Spain. To approach the sector from the points of view of economic profitability -opening a new economic sector- and social responsibility.

18 Patrons: Types of Patrons Founding Patrons and Life Patrons Benefactors FUNDACIÓN GRUPO NORTE AGRUPACIÓN DE EMPRESARIOS LEONESES DE LA CONSTRUCCIÓN, S.L. FUNDACIÓN NIDO/MARIANO RODRÍGUEZ GRUPO DE EMPRESAS, S.L. GENERAL ELECTRIC INTERNACIONAL, Inc. IBERDROLA RENOVABLES DE CASTILLA Y LEÓN, S.A. FUNDACIÓN JOSÉ ORTEGA Y GASSET GRUPO LECHE PASCUAL Benefactors Benefactors contribute to the communication, development, prestige and recognition of the Foundation in all its activities. GRUPO GLOBALIA VAUGHAN SYSTEMS JUAN MANUEL HERNÁNDEZ, S.A. AGRUPACIÓN DE FORMADORES DE CASTILLA Y LEÓN, S.L. FUNDACIÓN CRISTÓBAL GABARRÓN INCOSA. INVESTIGACIÓN Y CONTROL DE CALIDAD, S.A. DANIEL MOVILLA CID-RUMBAO

19 Honorary Board Patrons: Types of Patrons Members of the Honorary board are organizations, institutions, prestigious individuals or, in general, any person or group which, through personal merit or participation in activities analogous or complementary to those of the Foundation, are considered as deserving of this honor by the Patrons. ALFONSO MURILLO Rector University of Burgos JOSÉ ANGEL HERMIDA Rector University of León JOSÉ RAMÓN ALONSO Rector Univ. of Salamanca EVARISTO ABRIL Rector Univ. of Valladolid MARTÍN JOSÉ FERNÁNDEZ Rector Univ. Europea Miguel de Cervantes SANTIAGO IÑIGUEZ ONZOÑO Rector IE University JESÚS TERCIADO President of CECALE JOSÉ VEGA GARRIDO Presidente Family Companies in Castilla y León MANUEL VIDAL President of the Regional Council of Chambers of Commerce of Castilla y León ENRIQUE ALONSO GARCÍA JUAN PEDRO APARICIO ROBERT BLAKE JAVIER BLASCO JULIO BORREGO PILAR CELMA ANTONIO COLINAS MIGUEL ÁNGEL CORTÉS MARTÍN RICARDO DÍEZ HOCHLEITNER CLAUDIO GUILLÉN GERMÁN GULLÓN JOSÉ JIMÉNEZ LOZANO MARGARITA LLITERAS HUMBERTO LÓPEZ MORALES LUIS MATEO DÍEZ JOSÉ MARÍA MERINO JOSÉ ANTONIO PASCUAL ANTONIO PIEDRA ELENA SANTIAGO SALVADOR GUTIÉRREZ ORDOÑEZ GUSTAVO MARTÍN GARZO PILAR CERNUDA

20 The Fundación in figures

21 Current programmes: 2008 Spanish courses for executives The International Village The International Summer Institute Erasmus Programme for VT students Spanish Ambassadors School Exchange Programmes International Congress Practicum for Spanish language teachers in the US Culinary Programmes Business trips and cultural visits Integration Centres Research and development: web page and didactic materials Folk tales and legends Videogame and virtual reality

22 Business actions Spanish courses for business executives Short, intensive Spanish courses with complementary activities and cultural visits. Special courses adapted to groups with mobility limitations. Participating companies: Microfusión Dibaq Diproteg Starbucks James Beard Foundation Culinary Institute of America Stockholms Internationella Restaurangskola Stephan Fürst. Arquitect of Novartis for Abadía Retuerta

23 The International Village Thematic sessions July Don Quixote 1-15 August Christopher Columbus August Intercultural camp

24 International Summer Institute 2008 Programmes Spanish for nursery and primary school teachers Spanish training for teachers of immigrant students

25 Erasmus Programme for Vocational Training students Special internship programme for Spanish VT students within the Erasmus Programme framework. Countries: Germany France England Ireland Italy Portugal Romania

26 Ambassadors of the Spanish language Young Spaniards working in summer camps in the US, coordinating sports, leisure and cultural activities and teaching Spanish.

27 School Exchange programmes Young teenagers from Spanish Schools and High Schools travel to the United States to attend lessons, staying with host families linked to the American school. In exchange, young Americans travel to Castilla y León to attend lessons and stay with their new Spanish friends.

28 International Congress LITERARY EDUCATION Valladolid, 7, 8 and 9 November lectures and 15 workshops 500 attendants: Spanish language teachers, adult education teachers, teachers of Spanish as a foreign language, immigrant programmes.

29 Practicum for Spanish language teachers in the United States Recently graduated teachers from Spanish Universities do internships in nursery, primary and secondary education centres in the United States.

30 Culinary Programmes Educational Culinary trips: The Culinary Institute of America French Culinary Institute Stockholms Internationella Restaurangskola Internationale Fachhochschule Bad Honnef -Bonn

31 Business trips and cultural for professionals Groups from: Course promoters - England Course promoters Norway and Finland Narula Travels Kobrand Corporation Itsma India Antwerp Travel Orlando City Council, Florida Culinary Institute of America Red Carpet - Sweden International Hotel-Skola - Sweden Cámara Comercio Hispano - Danish Ambassador of the U.S. in Spain: Mr. Eduardo Aguirre Lydia Benhamou. Teacher of the Lycée Geroge Pompidou - France European Career Evolution - Italy Gaetano Ciancio. Doctor - USA Claudia Gutiérrez. Productions - USA Renee Behnke. Sur La Table Shops- USA Ana Mari Cauce. Dean of the Washington State University - USA Rudolf Panekeet and Margaretha Schoone, Managers of Panvital - Holland Jesús Á. Miguel. Dtor. Spanish Institute Winnipeg - Canadá Ángel Cardec. Dtor. International Studies of Florida University - USA David LeClaire. - USA Carlos Arenas & Inma Amo. Teachers Santa Fe - USA Ángel Tuninetti. Teacher. University Interchanges. West Virginia - USA

32 Social programme Integration Centres Spanish courses for adults School-support lessons for children Driving lessons Computer training Intercultural integration programme Work and social consultancy service People attended to: (year 2008) Íscar, Valladolid Aguilar de Campoo, Palencia Burgo de Osma, Soria Guijuelo, Salamanca Benavente, Zamora Arévalo, Ávila Trobajo del Camino, León Ponferrada, León Briviesca, Burgos Cuéllar, Segovia Santa Marta, Salamanca

33 The Fundación and new technologies

34 The Fundación and new technologies 19% 31% 50% Search engines (50%) Direct traffic (19%) Websites of reference (31%)

35 The Fundación and new technologies Online didactic materials: The García Romero Family (levels A1 and A2 of the European Framework of Reference)

36 The Fundación and new technologies Folk tales The Fundación publishes, on its website, illustrated folk tales. Recordings by renowned people linked to the world of the Spanish language and culture. With the voices of Luís Mateo Díaz, Gustavo Martín Garzo, María Lafuente, Manuel Quijano, Juan Carlos Pastor & Luis del Olmo y Elena Santiago. Tales: Juan el de la vaca ; El rey durmiente, Los hijos del leñador, El castillo de irás y no volverás, Jorge el valeroso, Almendrita, Los tres hermanos and El pandero de piojo.

37 The Fundación and new technologies Videogame virtual reality

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