International education market in Colombia

Executive summary

Canada has become a top-choice destination for Colombian students and researchers. Colombia ranks among the top 10 source countries of students to Canada and is the second-largest education market in Latin America, after Mexico. The number of Colombian students in Canada tripled between 2017 and 2023, with 10,475 study permits issued in 2023. Colombia is a leading source country for English and French language training, according to Languages Canada.

While student recruitment remains a key driver in the market, there is also growing demand for other activities, such as partnership building and international double degree programs. Several partnership agreements have been signed between Canadian and Colombian national and local governments, as well as educational associations and networks that focus on both student or faculty mobility and research collaboration such as:

• virtual mobility programs
• online academic collaboration
• hybrid/blended learning and research collaboration

New models of international program delivery are becoming increasingly attractive to Colombian institutions.

Education landscape

• The Ministry of National Education of Colombia regulates both public and private education. Schooling is compulsory up to Grade 11 (age 16 or 17).
• Spanish is the official language and the growing foreign presence in Colombia has led to growing demand for English. The government actively promotes English language learning.
• According to the Organization for Economic Co-operation and Development (OECD)'s Better Life Index, education ranks as the highest priority for Colombians surveyed.
• Young Colombians are growing up in a time when very few of their older compatriots have pursued higher education, making education increasingly vital to career prospects.
• Colombia has both public and private institutions at all educational levels, with private institutions generally performing better on national tests.
• 70 schools in Colombia offer the International Baccalaureate (IB) Diploma program.
• The Colombian school year typically follows a two-semester system:
  • First Semester: Begins in late January or early February and runs until June or July.
  • Second Semester: Begins in late July or early August and runs until November or December.
• Schools usually have breaks between semesters and holidays throughout the year, including Easter break and longer vacations in June-July and December-January.
• The Colombian education system faces several challenges, including ensuring quality and access for all economic statuses, as well as adressing rural education needs in a post-conflict context.

Student recruitment trends in Colombia

• Canada has become a top-choice study and research destination for Colombians.
• Colombia is the second-largest education market for Canada in Latin America and ranks among the top 10 source countries of students to Canada worldwide.
• The main area of demand is for language training, particularly in English.
• There's also a growing interest in college and university education, as well as graduate studies.
• The Colombian market is agent-driven, making it crucial to engage with trusted agents and maintain contact through multiple channels, including direct representation.
• Education agents often steer families toward institutions or destinations that are easy to promote and where students can access financial aid.

Opportunies for recruitment

• Canadian institutions should expand their focus beyond Colombia's largest cities: Bogotá, Medellín and Cali, and explore emerging cities like Bucaramanga and Barranquilla. These cities are eager to send students abroad, but may lack sufficient information.
• Cities in the coffee regions, such as Manizales and Pereira, offer similar recruitment opportunities.

Opportunities for partnerships

• Internationalization of schools and universities is a key priority in Colombia.
• Local K-12 schools are interested in partnering with Canadian institutions to send their students abroad for short periods during the school year.
• In post-secondary education, Colombian institutions are increasingly keen on exploring partnerships, such as joint research opportunities and two-way mobility agreements.
• There is also a growing interest in integrating Collaborative Online International Learning (COIL) opportunities into existing academic programs to equip students with global knowledge and skills.
• Colombian universities are open to signing agreements that aim to achieve clear, specific and tangible results.

Market entry strategies

Recruitment

• Engaging with education agents is a long-term commitment; it can take up to 2 years of consistent visits and interactions to see results.
• Direct promotion should include a Spanish-speaking representative to better connect with the local audience.
• Clearly communicate your institution's value proposition through agent training, social media, and short videos.
• Innovative recruitment methods are encouraged, such as personalized interactions, creative presentations involving alumni or experts, and masterclasses.
• Many institutions have appointed direct representatives based in Colombia to manage recruitment efforts in the region.
• Digital promotion and engagement are highly effective in Colombia, where social media and WhatsApp are widely used.
• Price sensitivity is a key factor; tie campaigns and digital marketing efforts to scholarships or tuition discounts.

Partnership building

• Building trust with local partners takes time. Be patient and prepared for multiple meetings and visits.
• Having a Spanish-speaking officer involved in negotiations is well-perceived by local partners.
• Be ready to offer in-kind contributions or discounts on fees to strengthen partnerships.
• The high turn-over of staff at local institutions and government authorities can present challenges in maintaining continuity.

Scholarship considerations

Colombian Institute of Educational Loans and Technical Studies Abroad (ICETEX)

• ICETEX is Colombia's national student loan agency, managing bilateral and multilateral international scholarship programs through co-funding arrangements.
• Canadian institutions interested in offering tuition discounts or full scholarships to Colombian students can enter into specific agreements with ICETEX.

COLFUTURO

• This not-for-profit foundation provides a loan-scholarship program for graduate studies at top-ranking institutions worldwide.
• The loan amount is up to USD $25,000 per year for up to two years, with a portion converting into a partial scholarship when the student returns to Colombia.
• Canadian top-ranking universities can sign specific agreements with COLFUTURO to offer benefits to Colombian graduate candidates, enhancing visibility among this audience.

Emerging leaders in the Americas program (ELAP)

• Since its launch in 2009, ELAP has awarded more than 800 scholarships to Colombian students for study or research in Canada.
• ELAP offers scholarships of up to six months for exchanges and research, based on inter-institutional partnerships.
• ELAP has become a preferred mechanism for partnership building with Colombian universities.

Education events and trade shows

• EduCanada and IRCC: Jointly organize monthly virtual information sessions on study permits, with registrations promoted through social media.
• Vente a Canada: Student recruitment fairs focused on Canada, organized by the Wharton Group. These fairs are held twice a year, in the spring (March) and fall (September or October).
• Explore Canada: A local, independent student recruitment fair that takes place once a year in February.
• Expoposgrados: International graduate studies fairs organized by BMI, held twice a year, in the spring (March) and fall (November).
• The Student World: Student recruitment fairs organized by FPP, occurring twice a year, in the spring (March) and fall (September).

Contact information

For further information or to explore opportunities in this market, please contact Magali Boffet, the Trade Commissioner responsible for the education sector. She can be reached via e-mail at magali.boffet@international.gc.ca or by phone at +57-323 272 9646. The Canadian Embassy is located in Carrera 7 No. 114-33, 14th floor, Bogotá, Colombia.