Feltom’s 2024 Benchmarking Report unveils student surge, shorter stays, and increased spending

‘This year’s results reflect our efforts towards more quality education and tourism in the sector’– Feltom CEO

Feltom, the Federation of English Language Teaching Organisations in Malta, this week launched its 2024 Annual Benchmarking Report.

In 2024, Malta welcomed 80,946 international students to Feltom-accredited English language schools – a 3% increase from 2023. Participating Feltom schools reported 52,400 student arrivals, up 4.8% from the 50,000 recorded the previous year.

While student arrivals increased, total student weeks declined by 6% overall, and by 8.7% among participating schools, indicating shorter average stays. The average length of stay dropped from 20.3 days in 2023 to 17.6 days in 2024.

Despite the decrease in student weeks, total revenue among Feltom-affiliated schools rose by 2.2%, highlighting a trend towards greater student spending during shorter visits. Tuition revenue per student week increased by 7.8%, while weekly accommodation revenue rose by 13.2%. These gains were accompanied by a record-high average weekly student spend of €99 – the highest in the past decade.

Addressing stakeholders and media at Feltom’s new headquarters within the Chamber of Commerce in Valletta, CEO Jessica Rees-Jones remarked: “Shorter stays with higher engagement and spending reflect a shift towards quality-driven Edutourism. More than a recovery in numbers, this is a redefinition of value.”

However, the report also outlined key challenges namely the ongoing shortage of qualified teachers and the processing of visas for third-country nationals, particularly from countries like Turkey, which remains a significant obstacle.

“Feltom is calling for smoother visa procedures which are essential if Malta is to maintain its competitive edge in an increasingly globalised ELT market,” added Rees-Jones.

Rees-Jones noted how the report also highlights how the shoulder season widened, with 19.2% of total student weeks recorded between October and December – up from 17.4% in the same period in 2023 – reinforcing the sector’s growing contribution to year-round tourism.

“This report tells a powerful story about the resilience, innovation and commitment to excellence of our member schools and partners. To sustain momentum, we must face challenges head-on and recognise the ELT sector as a cornerstone of Malta’s tourism strategy,” concluded Rees-Jones.