Cardiff language school bets on recovery and expansion

The school wants to capitalize on its success by focusing on exporting and overseas contracts, having landed four major new contracts on three continents in the past three years.

“We are extremely proud to export our English teaching services around the world,” said CEO Shoko Doherty.

“We have grown significantly since we opened our doors over 15 years ago and our new contracts are the result of our strategy of continuously focusing on diversifying and growing our international links,” added Doherty, who is also vice-president of English UK. .

The Welsh Government has strengthened its support over the years, giving the school access to the Overseas Business Development Fund – enabling representatives to take part in trade missions and enabling other key market opportunities.

The Welsh Government’s most recent support in the form of its Economic Resilience Fund for Digital Innovation has further diversified its blended education services, including professional photo equipment and a suite of professional development courses.

“Most of our business has been secured by traveling overseas and meeting new clients directly,” Doherty said.

“These interactions have been crucial both in attracting students to study at our school in Wales, as well as in building relationships to secure in-country contracts in the target territories, so we are very grateful to the government. Welsh for his support in making this possible.”

“Most of our business has been secured by traveling overseas and meeting new customers directly”

Recent projects include two distance learning contacts with Kuwait and Vietnam, which begin this year – these will see Celtic English Academy offer online sessions with “national partners in the country” to support the development of teachers from in the countries.

The school is now looking to expand its “international presence”, targeting Latin America, Japan and the Middle East as “key avenues” for recovery and further growth.

He is not taking his time, having already recruited staff in Japan and Brazil, and already exploring teaching opportunities in Saudi Arabia due to “increasing demand for ELTs” in the region.

“Exporting is critical to us as a business,” Doherty explained.

“Working with students and teachers of different nationalities, along with the focus on agility and adapting to change, has helped us stay resilient, especially through the [pandemic].

“We are not dependent on a single market or a single region,” she stressed.