spanish language as an economic resource in castilla y le n vidal president of the ... chambers of...

Spanish language as an economic resource

in Castilla y León

Mother tongue Spanish speakers

Mother tongue English speakers

In 22 countries In 11 countries

Second language Spanish speakers

Second language English speakers

25.000.000 400.000.000

Spanish language students in the world

English language students in the world

17.000.000 800.000.000

Learning a language abroad

students travelling to Spain

to learn Spanish

150.000

Annual revenue of 260 mill € (approx)

students travelling to the USAand to the UK to learn English

Annual revenue of 8.000 mill € (approx)

900.000

GDP 2007 (Million $) % GDP

2.772.570 1%

0,03%

0,12%

1.438.959

90.130

Economic value

Distribution of foreign studentsin the country

Andalucía (28%) Castilla y León (23%)Madrid (15%) Cataluña (12%)Valencia (7%) Rest of Spain (15%)

Salamanca (78%) Valladolid (9%)Other (13%)

Distribution of foreign studentsin Castilla y León

Total number: 40.000Approx. business: 60 mill €

The Spanish language sector

in Castilla y León

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

STRENGTHS

SWOT analysis of the Spanish language sector in Castilla y León

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

WEAKNESSES


Growing demand of training in Spanish languageDevelopment of new facilities New technological cluster around Spanish languageCollaboration with other products Diversification of the offer by sectors Development of common services network to achieve a more attractive offer Reduction of seasonality

OPPORTUNITIES


Competition with other Regions in Spain Competition with Latin-America Strong reliance on international socioeconomic situation (strength of Euro, safety problems, visa difficulties)

THREATS


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”

The Spanish languagesector in Castilla y León

New approach to the sector

New approach to the sector

INTERNET

INSTITUTO CYL DE LA LENGUA

FUNDACIÓN DE LA LENGUA

ESPAÑOLAUNIVERSITIES

LANGUAGE

CENTRESPUBLISHERS

TECHNOLOGICAL

COMPANIES

"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

INSTITUTIONAL RELATIONS PERSONAL CONTACTS

INSTITUTIONAL RELATIONS PERSONAL CONTACTS

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?

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.

General Objectives

Patrons: Types of Patrons

Founding Patrons and Life Patrons Benefactors

Benefactors contribute to the communication, development, prestige and recognition of the Foundation in all its activities.

GRUPO GLOBALIA

VAUGHAN SYSTEMS

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

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

Patrons: Types of PatronsHonorary BoardMembers 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 MURILLORector University of Burgos

JOSÉ ANGEL HERMIDARector University of León

JOSÉ RAMÓN ALONSORector Univ. of Salamanca

EVARISTO ABRILRector Univ. of Valladolid

MARTÍN JOSÉ FERNÁNDEZ Rector Univ. Europea Miguel de Cervantes

SANTIAGO IÑIGUEZ ONZOÑO Rector IE University

JESÚS TERCIADOPresident of CECALE

JOSÉ VEGA GARRIDO Presidente Family Companies in Castilla y León

MANUEL VIDALPresident of the Regional Council of Chambers of Commerce ofCastilla 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

The Fundaciónin figures

Spanish courses for executives The International Village The International Summer Institute Erasmus Programme for VT students Spanish Ambassadors School Exchange ProgrammesInternational Congress Practicum for Spanish language teachers in the US Culinary Programmes Business trips and cultural visits

Current programmes: 2008

Integration Centres

Research and development:web page and didactic materials

Folk tales and legends

Videogame and virtual reality

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 Novartisfor Abadía Retuerta

Spanish courses for business executives

Business actions

The International VillageThematic sessions

1-15 August “Christopher Columbus”

16-31 July“Don Quixote”

16-31 August “Intercultural camp”

International Summer Institute

Spanish for nursery and primary school teachers Spanish training for teachers of immigrant students

2008 Programmes

Erasmus Programme

Special internship programme for Spanish VT students within the Erasmus Programme framework.

for Vocational Training students

Germany

France

England

Ireland

Italy

Portugal

Romania

Countries:

Ambassadors of theSpanish language

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

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.

International Congress

Valladolid, 7, 8 and 9 November 20089 lectures and 15 workshops

500 attendants: Spanish language teachers, adult education teachers, teachers of Spanish as a foreign language, immigrant programmes.

LITERARY EDUCATION

Practicum

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

for Spanish language teachers in the United States

Culinary ProgrammesEducational Culinary trips:

The Culinary Institute of America

French Culinary Institute

Stockholms Internationella

Restaurangskola

Internationale Fachhochschule Bad

Honnef -Bonn

Business trips and cultural

Groups from: Course promoters - EnglandCourse promoters – Norway and Finland Narula Travels Kobrand Corporation Itsma India Antwerp Travel Orlando City Council, Florida Culinary Institute of AmericaRed Carpet - Sweden International Hotel-Skola - SwedenCámara 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 - ItalyGaetano Ciancio. Doctor - USA Claudia Gutiérrez. Productions - USARenee Behnke. Sur La Table Shops- USAAna Mari Cauce. Dean of the Washington State University - USA Rudolf Panekeet and Margaretha Schoone, Managers of Panvital - HollandJesús Á. Miguel. Dtor. Spanish Institute Winnipeg - CanadáÁngel Cardec. Dtor. International Studies of Florida University - USADavid LeClaire. - USACarlos Arenas & Inma Amo. Teachers Santa Fe - USAÁngel Tuninetti. Teacher. University Interchanges. West Virginia - USA

for professionals

Spanish courses for adults

School-support lessons for children

Driving lessons

Computer training

Intercultural integration programme

Work and social consultancy service

People attended to: 8.600 (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

Integration CentresSocial programme

The Fundación andnew technologies

31%19%

50%

Search engines (50%)Direct traffic (19%)Websites of reference (31%)


The García Romero Family(levels A1 and A2 of the European Framework of Reference)

Online didactic materials:


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”.

Folk tales


Videogame – virtual reality


spanish language as an economic resource in castilla y le n vidal president of the ... chambers of...

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