Four industry experts came together on the Everything Education podcast to explore the future of British education, the vital role of summer schools and how the sector can stay relevant in a changing world.
On Episode 2 of the Everything Education Podcast, Helen Lami, CEO of Academic Summer and Principal of Living Learning English, joined Lisa James of DC Young Learners and Will Finlayson of Summer Boarding Courses (SBC) to discuss the future of summer schools. Hosted by András Sztrókay, the episode delivered far-reaching insights and practical foresight.
Global growth and personal transformation
For Helen, who is celebrating 25 years of summer schools our annual camps are more than seasonal projects, they’re about transformation, purpose and possibility for everyone involved, from students to staff and managers.
“The world is moving so fast. If we want to deliver the best and stay relevant, we need to keep adapting,” says Helen.” “I like the word ‘changemakers.’ I tell my team we’re changemakers. This is a positive thing, not a negative one. As we adapt for the future, I believe Summer schools will continue to play a vital role in global education, giving students space to explore new subjects, improve their English and develop life-changing friendships.”
The power of adaptability
Lisa James, Managing Director of DC Young Learners, highlighted the need for innovation – how changing global events, technology and student expectations must inform how summer programmes are designed and delivered.
“We’re working with a TikTok generation, young people who want to capture content wherever they go, or visit places that are ‘Instagrammable’! So, experiences are absolutely critical. Experiential learning is key. That said, we still get some pushback from clients and parents who feel that if their children aren’t in a classroom, they’re not learning. Hopefully that perception will shift with time. The importance of experience is only going to grow.”
Summer schools in a digital age
Will Finlayson of SBC shared his thoughts on how summer schools need to adapt and emerging trends.
“We’re seeing increasing diversification in what summer schools offer, as families and students look for new experiences rather than repeating the same programme each year. This means providers must deliver variety without compromising on quality.
“At the same time, the sector is moving towards greater consolidation, with mergers, acquisitions and more boarding schools entering the market. Internationalisation is also growing, particularly as UK school brands respond to VAT changes by opening campuses abroad.
“As a result, international students can expect more UK-style programmes delivered closer to their home. Despite these shifts, the British education brand and A-levels remain highly valued and continue to attract strong global interest.”
A shared vision for the future
Together, Helen, Lisa and Will agreed that summer schools must evolve, but their heart must remain the same. It’s about nurturing young people, offering hands-on experiences and promoting global understanding. Programmes like Academic Summer’s CLIL-based camps and leadership courses are leading the way, ensuring that summer education prepares students not just for school, but for life.
As Helen concluded on the podcast: “We need to dream big. Summer opportunities are worth the investment, they shape futures in ways we can’t always predict, but we can certainly inspire.”
Future of Summer Schools Podcast Edited Transcript
András Sztrókay:
What does the future hold for summer schools? Where is the industry going? What do you expect summer schools to look like in the next few years?
Lisa James:
One of the key trends we’re seeing in the industry, particularly in summer schools that focus on English, is a significant rise in English proficiency. The EF Proficiency Index, published annually, consistently shows marked improvements in language levels.
More and more students are arriving with B2 and even C1 levels of English. We regularly see very young learners (aged 11, 12 or 13) who already have a C1 standard. For camps focused purely on English language learning, this presents a challenge: students at this level may not benefit from sitting in a traditional language class.
It’s important that we adapt. These students need more than grammar and vocabulary, they need cultural input, immersive experiences, and the chance to apply their language in meaningful ways. For example, we could incorporate the ‘4 Cs’ identified by the World Economic Forum as essential future skills: Creativity, Critical Thinking, Communication and Collaboration.
We’re also seeing increasing demand for non-English language programmes. Families are now looking at Spanish, French and other languages. These seem to be growing in popularity and this means our curricula will need to diversify and evolve.
Helen Lami:
Academic Summer has always had an academic focus, and we’ve used CLIL (Content and Language Integrated Learning) from the beginning. That came out of my own experience learning Albanian. While I was living there, I realised I wasn’t a natural language learner. Sitting in a classroom didn’t work for me. My husband had a similar experience moving to the UK, he learned the language through immersion and integration.
As Lisa said, language learning is much more effective on the ground. Most young people are already learning English at school and with constant access to online content, they’re arriving with higher English levels and need greater challenges. That’s why we’re constantly introducing new experiences and we have a new programme next year: Get Ready for Future Gen Study. It brings together some of those essential future skills.
But I’d also question whether students want to be in classrooms all the time. More students are travelling for the experience itself. That doesn’t have to involve sitting in a classroom. There are so many ways this could evolve in the future, it’s an exciting time for the industry.
One of the challenges we face in the UK is promoting the value of studying here. More people are travelling elsewhere, but the UK still has so much to offer. One message I give my staff is: don’t expect each summer to be the same. We will keep evolving. That’s the challenge, preparing your team to expect change.
The world is moving so fast. If we want to deliver the best and stay relevant, we need to keep adapting. I like the word ‘changemakers.’ I tell my team we’re changemakers. it’s a positive thing, not a negative one.
Will Finlayson:
I think the industry has always been good at adapting to student needs, whether that’s English language, academic focus or, increasingly, career preparation.
This student-centred learning approach is a real strength in our sector, but I think there’s a lot more change coming. Learning outside the classroom is becoming essential. One of the top pieces of feedback from students is that they want more time outside. Not just for activities or free time, but for practical, hands-on learning in real-world environments. So offering those opportunities is going to be vital.
We’re also seeing more diversification in what’s being offered. Families and students are starting to look for something new each time rather than repeating the same programme every year. So we need to deliver that diversity, while still offering a high-quality experience.
I think we’ll continue to see more consolidation in the sector. Businesses are coming together through mergers or acquisitions. And with more boarding schools entering the space, there’s a lot of expansion happening. We’re also seeing more internationalisation of programmes.
One of the side effects of the VAT changes on UK school fees has been a rapid increase in British school brands opening campuses overseas. So I expect we’ll see more UK-style programmes offered closer to home, which appeals in terms of pricing and safety. At the same time, the British education brand and A-levels, still holds enormous value. That’s not going away any time soon.
András Sztrókay:
It’s peculiar that the value of British education remains strong, perhaps even greater than before, yet the appeal of coming to the UK seems to be declining.
Lisa James:
We continue to welcome many future leaders through our summer schools here in the UK. It’s a privilege to help broaden their understanding of the world and to highlight just how interconnected we are. The truth is, what happens in one country can have a profound impact on another, even across continents.
Looking to the future, I hope one thing remains unchanged: the incredible mix of nationalities we see each year. We have the opportunity to play a meaningful role in opening young minds, perhaps introducing a student from Japan to someone from Saudi Arabia for the very first time.
We excel at building bridges and encouraging global perspectives. Our international nights, talent shows and cultural exchanges may seem light-hearted, but they’re at the heart of what we do, they create real, lasting connections and help young people see the world through a wider lens.
I just wanted to return to something you mentioned, Helen, about experiences. If we look at the slightly older Gen Z and the younger millennials, we see that most of them are travelling for the experience. We’re working with a TikTok generation, young people who want to capture content wherever they go, or visit places that are ‘Instagrammable’! So, experiences are absolutely critical. Experiential learning is key.
That said, we still get some pushback from clients and parents who feel that if their children aren’t in a classroom, they’re not learning. It’s a perception we continue to encounter, but hopefully it will shift with time. The importance of experience is only going to grow.
When you have teenagers at home and see how much time they spend alone, on their phones, or in front of an Xbox or PlayStation, you begin to want more for them. You want them to get out, to engage, to grow and experiences outside the classroom can make all the difference. I really believe they’re going to become central to the way we deliver learning.
Destination-wise, we’ve also touched on how economic and safety concerns are influencing decisions. There’s definitely a growing pull towards home delivery – providing more local options for international learners, simply because, for many, travel is becoming less affordable.
Helen Lami:
I think clients will continue to support camps that have been established for a long time and consistently deliver quality. When you have over 20 years of experience in summer schools, as I do, you clearly love the industry. So, we want to ensure that what we offer continues to meet the needs of the market and is right for the students and families who are travelling. These are exciting times.
It’s about staying alert and proactive. Over the past few years, I’ve made a point of joining our trips to see how our staff are running things, to stay involved and to do informal spot checks. I ask myself, how can we improve this? What can we do better?
A couple of summers ago, I was teaching entrepreneurship, which was a new course we were developing at the time. It’s important not to be distant, it’s about stepping in and out, staying connected, and continuously developing ideas. That kind of hands-on involvement really matters.
Will Finlayson:
We’re definitely seeing the growing importance of niche strategies in international education. Take our school just outside Bournemouth, for example. It complements our sites in Oxford, Cambridge and London, but offers something different. It’s a beautiful, safe setting with a castle that looks like it’s straight out of Harry Potter and it allows for far more Outward Bound and outdoor experiences than our city-centre locations.
It’s crucial to be clear about what each school offers and why a student should choose one location over another. This targeted approach is becoming more common: we’re seeing a rise in specialised programmes and schools being more intentional about which students they’re trying to attract, and what kind of experience they’re offering.
This clarity benefits everyone – students get the tailored experiences they’re looking for and schools can focus on what they do best. No single school can cater to every type of learner, so matching students to the right programme is essential.
There’s still huge potential in the UK, especially where quality and safety are prioritised. Even if overall demand for the UK dips, delivering high-quality programmes at every price point remains key. We don’t just want the industry to survive, we want it to thrive. To do that, we must move away from refreshing our content every five years. It now needs to happen every year. What content are we offering? What’s relevant today? What will make the biggest impact for students now?
The competition is no longer just other UK providers, or even just the UK, US or Ireland. We’re competing with what’s happening in the Philippines, Malaysia and Japan – destinations that offer rich, experience-based learning. This broader competition is a good thing. It raises the bar for all of us. It pushes us to be better, for our students, for our partners, and for the future of our industry.
András Sztrókay:
Do you think consolidation is the way forward? Helen, you’ve just taken on leadership of a second organisation, Living Learning English, so alongside summer camps, you now offer homestay provision too. How do you see the landscape evolving for smaller providers, independent summer schools, and the many boarding schools launching premium programmes? From a business perspective, what do the next few years look like?
Helen Lami:
Collaboration is essential in this industry. When I first started, there was a real sense of openness. Organisations recommended each other and worked together. That spirit has faded a little, as competition has increased, but I believe we need to return to that mindset to protect and strengthen the industry.
You mentioned boarding schools launching their own summer programmes. It’s often seen as an easy add-on, but running a summer school is far from simple. People sometimes ask, “What do you do the rest of the year?” The reality is, there’s a huge amount of work – recruiting excellent staff, designing engaging leisure programmes and managing all the planning and logistics that go into a successful season.
It’s a substantial industry, often underestimated. But summer school is much more than just a few weeks of activity, it’s often the start of a young person’s journey. It can inspire them to attend boarding school, to travel more or to pursue international education. That’s why I believe so strongly in what we do. The summer school industry plays a vital role in shaping global citizens, and while the future may be uncertain, I’m genuinely excited about what lies ahead.
Will Finlayson:
Healthy competition drives quality, and while the summer school industry is collaborative, that competitive edge ensures we keep improving what we offer. Many boarding schools are launching their own programmes, which makes sense in today’s climate. But interestingly, just as many are stepping back and seeking trusted partners to run these programmes on their behalf.
People often ask what we do for the rest of the year. The answer is simple: we focus entirely on summer and Easter short courses. That singular focus means all our energy goes into delivering the best possible seasonal programmes, rather than spreading resources across year-round operations. It’s a model that works and boarding schools that succeed often adopt a similar approach with dedicated teams focused solely on their summer provision.
The industry has also reached a turning point. Many summer schools were founded by passionate individuals, and now we’re seeing some of those founders looking to retire or move on. There are incredible schools out there looking for new homes, and I think we’ll see more mergers where brands combine forces, not for acquisition, but to grow stronger together, share expertise and enter new markets.
I also expect new players to emerge, particularly on a global scale. There’s huge potential for innovation in this space, especially for providers who understand what young people are looking for today. Despite the challenges, it’s an incredibly exciting time to be part of this industry.
Lisa James:
It’s increasingly difficult to predict what will happen from one year to the next. Smaller independent providers tend to do what they do very well, and their loyal client base keeps them going with strong repeat business. I believe many will continue to thrive on that model.
The trend of boarding schools launching their own summer programmes comes with risk. Many underestimate the logistics involved and often lack the agent networks needed to promote effectively. Higher education and summer schools require entirely different sales channels.
We’re likely to see both consolidation and closures. With rising costs and shrinking margins, the challenge is real—particularly for independents. Not every school can afford to absorb losses from empty beds, especially with rigid contracts demanding 95 to 100 percent payment regardless of occupancy.
There’s also more pressure from adult-focused agents shifting into the young learner market. Demand from agents is growing, but student numbers aren’t necessarily following. That imbalance could result in more closures, even as new ideas and pop-up programmes emerge.
To protect the future of the industry, we need to collaborate and support the more vulnerable players. Everyone brings something valuable to the table, and if we work together, we can ensure both sustainability and innovation.
Helen Lami:
Academic Summer and Living Learning English coming together as sister companies is a good example of industry collaboration and support. Kate Hargreaves the founder of LLE, and I have been friends for over 20 years. Just before the summer, she called to say she was retiring and planning to close the company. I couldn’t let that happen—Living Learning English is such a strong brand, and it complements Academic Summer perfectly.
This isn’t about competition; it’s about collaboration. Together, the two companies are stronger, especially in terms of cost efficiency and reach. Kate has done an incredible job, and I certainly have big shoes to fill. But it’s an exciting new chapter.
András Sztrókay:
You’re all constantly innovating. So if someone handed you a blank cheque and said, follow your heart—what kind of summer school would you create?
Lisa James:
Great question. Honestly, I might open a garden centre! But seriously, my favourite programme is in Cape Town. The students go whale watching, walk among penguins, it’s a real return to nature. That’s what summer experiences should be about. I’d use that blank cheque to create opportunities for students who can’t usually access these kinds of programmes, with scholarships and support to make it more inclusive.
Helen Lami:
I completely agree. I love our Canadian programme for similar reasons – sea kayaking, high ropes, all those immersive outdoor experiences. I’ve even dreamed of something that combines entrepreneurship and global skills with a community project, like building a borehole in an African village. It’s ambitious, but giving young people a chance to make a real impact would be incredible.
Will Finlayson:
I’m right there with you. I’d love to bring together students from every country to tackle real-world problems, something like a global changemakers camp. A place where young people learn global citizenship by solving challenges together. If money were no object, the possibilities to create truly transformative experiences are endless.
András Sztrókay:
Sadly, I don’t have blank cheques to hand out. So what are you most looking forward to next summer?
Lisa James:
The end of August! There’s such pride in seeing students from different cultures sitting together, laughing and sharing stories. That’s what keeps me in this industry.
Helen Lami:
I look forward to celebrating those cultural exchanges. These young people often come from influential backgrounds, they’re the future leaders. In a world facing conflict and division, helping them understand and respect different cultures feels more important than ever. Nelson Mandela said education can change the world, and I truly believe that.
Will Finlayson:
That international community is what makes this work so meaningful. Professionally, I also love the variety, one day you’re working on a spreadsheet, the next you’re planning a trip. It’s dynamic, and I’m always learning. The day I feel like I’ve nailed it is the day I hang up my summer school boots.
András Sztrókay:
Thank you so much, Lisa, Helen and Will.
Summer schools are evolving, but their purpose remains clear: to inspire, connect and prepare young people for a global future. With innovation and collaboration, the sector is ready to meet the challenges ahead.
The Clever Fox Journal is the online news section of Academic Summer Camps, inspired by our logo – a wise fox wearing a graduation cap. Just like our summer programmes, The Clever Fox Journal is a place of curiosity, learning and discovery, bringing you the latest updates, insights and stories from our academic camps in the UK and Canada. Stay informed, stay inspired – and think like a clever fox!
