In this article, Academic Summer CEO and Principal of Living Learning English, Helen Lami pinpoints some of the collective concerns of agents in 2026, sharing insights on market shifts, the need to raise standards, and the power of international education partnerships.
The article is based on her presentation to education travel agents and partners at a joint Academic Summer and LLE Agents’ Webinar, in February.
I think we can all agree that international education in 2026 is not for the faint hearted. It is very different from even a few years ago. If anyone describes our industry as simple or easy right now, I would love to meet them! The reality is that the market is shifting rapidly and so is the world around us.
We are seeing new booking patterns, visa challenges, flight disruptions and increased parental anxiety as families think about global conflict, artificial intelligence and economic uncertainty. There is strong competition and clear shifts in preferred destinations. The UK is not always the automatic first choice. Families are asking for more fun experiences, greater flexibility and at the same time they are carefully reviewing cost.
Sometimes it feels as though clients want a premium programme, maximum flexibility, five star facilities, exceptional academic outcomes and life changing experiences – all at the lowest possible price! Our agents feel that pressure first because they are on the front line. We recognise that and are committed to supporting them with new ideas and new opportunities and nurturing resilient international education partnerships. Because I genuinely believe there are always opportunities, whatever is happening in the world. That is the exciting part of what we do.
Helen Lami (left) with Olga Govor from the Baltic Council (right), at an agent fair in Warsaw, Poland. An example of one of Academic Summer’s international education partnerships.
A fox mentality
You may have noticed that the Academic Summer logo includes a fox. I often speak about what I call ‘a fox mentality’. A fox survives not because it is the loudest in the forest and certainly not because it offers the biggest discount! It survives because it observes carefully, adapts intelligently and protects its standards.
At Academic Summer and Living Learning English, we are absolutely committed to adapting to the market. But adaptation must never mean dilution. We will never compromise on safeguarding and safety, academic credibility, professional teaching, the quality of what we deliver or the care we provide for our students.
In uncertain markets, trust is everything. And in our industry, trust is built through strong relationships between international education providers and education travel agents. Families may say they are looking for experiences. But what they truly need is confidence. They need to see their children growing in confidence. They need to see measurable language progression.
English remains vital. However, as language teaching improves in many home countries, the role of CLIL and high quality subject content becomes even more important. Students are not simply learning English. They are learning English through meaningful academic content that prepares them for university and future careers.
Families are asking bigger questions too. How do we prepare for the best universities and the best jobs? How do young people compete in a world shaped by artificial intelligence? How does one build resilience and global awareness in a rapidly changing environment?
Two models. One ecosystem
At Academic Summer, we deliver fun academic camps for young people, rooted in meaningful experiences within a global community. At Living Learning English, we offer a highly personalised one to one approach with measurable outcomes for all ages, from young learners to professionals. These are two distinct models within one connected ecosystem. That gives agents greater flexibility and parents more options for their families.
It may be group excellence through our summer camps. It may be individual precision through home tuition. It may be a combination of both. A student might attend a one to one programme and then progress to a group experience. A parent may join a course while their child attends an Academic Summer camp. Together, we can design pathways that are flexible, tailored and strategically aligned with each student’s long term goals.
Raising the bar, not lowering it
This is not the time to lower standards. It is the time to raise the bar. We need to inspire more than ever. We need to develop critical thinking, creativity, curiosity, communication skills and the confidence to navigate a complex world.
Artificial intelligence is transforming how information is accessed. But it is not replacing great teachers. Human led, relational education is more valuable than ever. When students leave us, I want them to say: “I have grown. I think differently. I feel braver. I can express myself.” That is transformation. That is long term value.
International education partnerships for sustainable growth
Our agents are not just agents. They are our strategic partners. They understand the families in their nation, the specific culture and political landscape. This is why we value our international education partnerships so highly. When this local expertise combines with our 25 years of experience, stable leadership and strong safeguarding framework, we do not just place students, we build sustainable pipelines.
Growth comes through reputation. Growth comes through trust. Growth comes through results.
The market is changing. Parents are cost sensitive. Expectations are evolving. But experience alone is not enough. We must adapt intelligently together. We must design inspiring programmes. We must communicate clearly and remain appropriately flexible.
Our team is always ready to work with education travel agents from across the nations to find solutions and form close international education partnerships. Rest assured that we will never compromise on quality or care. Because in a world that feels increasingly uncertain, families do not need cheaper experiences. They need stronger foundations. So rather than chasing lower prices and bigger promises, let us build stronger futures together.
Helen Lami is a trailblazer in British summer school education and CEO of Academic Summer Ltd, founded in 2008. Renowned for its innovative approach, the organisation offers students from around the world a transformative educational experience.