Spanish language as an economic resource in Castilla y León

38 

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(1)

Spanish language as

an economic resource

(2)

Mother tongue

Spanish speakers

Mother tongue

English speakers

(3)

Second language

Spanish speakers

Second language

English speakers

(4)

Spanish

language

students in

the world

English

language

students in

the world

17.000.000 800.000.000

(5)

Learning a language abroad

students

travelling to Spain

to learn Spanish

150.000

Annual revenue of

260 mill € (approx)

students travelling to the USA

and to the UK to learn English

Annual revenue of

8.000 mill € (approx)

(6)

GDP 2007 (Million $)

% GDP

2.772.570

1%

0,03%

0,12%

1.438.959

90.130

Economic value

(7)

Distribution of foreign students

in the country

Andalucía (28%) Castilla y León (23%)

Madrid (15%) Cataluña (12%)

(8)

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

Distribution of foreign students

in Castilla y León

Total number:

40.000

(9)

The Spanish

language sector

in Castilla y León

(10)

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

(11)

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

SWOT analysis of the Spanish

(12)

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

OPPORTUNITIES

SWOT analysis of the Spanish

(13)

Competition with other Regions in Spain

Competition with Latin-America

Strong

reliance

on

international

socioeconomic situation (strength of Euro,

safety problems, visa difficulties)

THREATS

SWOT analysis of the Spanish

(14)

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 language

(15)

New approach to

the sector

(16)

New approach to the sector

INTERNET INSTITUTO CYL DE LA LENGUA FUNDACIÓN DE LA LENGUA ESPAÑOLA

UNIVERSITIES LANGUAGE CENTRES PUBLISHERS 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?

(17)

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

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

(19)

Patrons: Types of Patrons

Honorary Board

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

(20)

The Fundación

in figures

(21)

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

Current

programmes: 2008

Integration Centres

Research and development:

web page and didactic materials Folk tales and legends

(22)

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

Spanish courses for business executives

(23)

The International Village

Thematic sessions

1-15 August “Christopher Columbus” 16-31 July “Don Quixote” 16-31 August “Intercultural camp”

(24)

International Summer Institute

Spanish for nursery and primary school teachers

Spanish training for teachers of immigrant students

(25)

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:

(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

Valladolid, 7, 8 and 9 November 2008 9 lectures and 15 workshops

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

(29)

Practicum

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

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)

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 Centres

(33)

The Fundación and

new technologies

(34)

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

The Fundación and

new technologies

(35)

The García Romero Family

(levels A1 and A2 of the European Framework of Reference)

Online didactic materials:

The Fundación and

new technologies

(36)

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

The Fundación and

new technologies

(37)

Videogame – virtual reality

The Fundación and

new technologies

(38)

Figure

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References

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