Former Academic Summer Senior Manager and Director of Studies at DLD London, Francisco Bustos chatted to UK Business journalist, Al Gibson before leaving the company. In this interview reflects on his time with Academic Summer, from 2017 to 2026, and shares his confidence for the future of the international education industry.
Certainly Francisco has been instrumental in helping to build Academic Summer into the thriving organisation it is today. CEO, Helen Lami describes him as “a great friend to me personally, a huge assest to our team and a true champion of summer camp education.” (See A Fond Farewell to Francisco Bustos from the Academic Summer Team)
AG: How long have you been at Academic Summer?
Francisco Bustos: Officially nine years, however it seems like I was there before Academic Summer even started. Both Helen and I were marketing UK education abroad and would often meet at international education fairs. We also worked together at Alpha Plus /Abbey DLD Colleges for a number of years along with our colleague Betty Ho who is Academic Summer’s Head of Admissions and Finance.
Helen and I have always been friends and I shared in the excitement when she came up with the idea to do summer camps, back in 2008. There was nothing like that at the time and I remember telling her, “This is an excellent idea with so many legs!” I also offered to come on board as a parttime marketing and sales as a consultant, helping to bring in students for the new camps, but that was a little premature.
At the time DLD London didn’t have accommodation for boarders and I was pushing for purpose-built residences together with the rest of sales and marketing team. When DLD started building their now iconic premises in 2013, with accommodation for 220 students in the centre of London, I suggested to Helen that she get in there quickly to secure a summer camp on site, before anyone else. I also told my boss that it was a good idea!
Understandably Helen was concerned because it was such a big project, nevertheless they had a meeting in 2014 and signed a contract. So, when DLD London opened in 2015, it was like, voila, Academic Summer was there! And Helen has held camps at DLD London for some 10 years now and I have had the privilege of being Director of Studies for many of these.
Francisco Bustos, Helen Lami and Betty Ho originally worked together in the Alpha Plus Group, owner of DLD College London. The trio are seen here in various settings.
AG: It’s amazing how Academic Summer has had such a long-standing relationship with DLD and that the camps right there in the heart of Westminster have been so successful. So how did you come to be Director of Studies?
Francisco Bustos: I left the Alpha Plus Group / DLD in 2016 to work for another big corporate education group, but after six months, they restructured and made me redundant. The silver lining was that I received a substantial exit payment that meant I could do whatever I wanted. That’s when Helen asked me if I’d come and work with Academic Summer.
“That sounds like a good plan!” I said.
“Of course I can’t pay you a full-time salary…” she answered.
“Okay so how about I do 10 days a month?”
“That should be doable!”
So I started at Academic Summer in 2017, working in Sales and Marketing for 10 months of the year while also taking on the role of Director of Studies at DLD during July and August to ensure the best possible academic delivery from all the teachers.
Francisco Bustos, Director of Studies for the Academic Summer Camp at DLD College, London.
AG: You obviously value language learning? Originally from South America you speak Spanish. Plus you have a BA Joint Honours in English and German and a PGCE in Modern Languages.
Francisco Bustos: Yes, I am originally from Chile and my degrees are from the UK, so I have first hand experience of British Education as an international student. This provided an good background for my role as Director of Studies role. I also have a Postgraduate diploma from the Chartered Institute of Marketing and sales and marketing has been my main job.
Over the past nine years I have helped develop the market for Academic Summer internationally focusing on student recruitment. This is for students aged 7-17 in July and August only. The bulk of my work has been focused on Central Asia, Kazakhstan, Uzbekistan; some European countries like Germany and Spain, as well as with Turkey and Mexico. The Russian speaking markets will now be covered by my colleague Anastasiia Babak who is fluent in Russian.
And now you are going to do similar for St Clare, Oxford?
Francisco Bustos: Yes, funnily enough St Clare was my first job in the UK and now after all these years I am returning. However, I will now be focusing on adult students (17+) to attend all year round which is quite different from what I’ve been doing?
Well, the product is different, but the processes are the same. I will still be dealing with student aspirations, helping to fulfill the dreams of people from all over the world who want to experience life in the UK and the gain the best possible skills that will stand them in good stead for their future.
Francisco presenting a certificate to a student at DLD London in his role as Director of Studies.
AG: You must have hundreds of stories of students that you’ve seen a transformation in their life by coming to the UK?
Francisco Bustos: Yes indeed. I have seen this repeatedly. I’ve met many students over the years and seen the impact just two weeks of summer school can make on a young person. I’ve witnessed boys who lashed out at the beginning but were won over by our teachers and left with big hugs.
I remember a girl from Greece, who was very shy and uncertain how to move forward with her future. She thought she wanted to be a poet and study language, however the Academic Summer Career Pathway clarified that she really wanted to study Law which she went on to do. It was a pleasure to hear from her later via LinkedIn and find out how she had come to make a decision she didn’t think possible.
I’ve also witnessed the joy of parents when their aspirations are met for their children. For example, one young man from Kazakhstan who had some unresolved issues. We were able to pick up on this and do something about it. This facilitated him going to University in the UK, which was his mother’s dream come true.
Francisco has represented Academic Summer at many education fairs. With Dr Giedrė Balčytytė, Course Director of Academic Summer (left) and Helen Lami, CEO of Academic Summer and LLE (right).
AG: You have attended many education fairs internationally and talked to countless agents. Why do you think attending a British Summer School is so popular?
Francisco Bustos: The UK offers incredible opportunities for everyone, and the value of a British education is recognised around the world. Attending a summer school here gives international students a unique taste of that experience – not just academically, but culturally as well. It’s a chance to improve their English, explore future study options and build confidence in a supportive, inspiring environment. Many see it as the perfect stepping stone to studying in the UK full-time or preparing for qualifications like A Levels or the IB.
I don’t think people fully realise how many students come to the UK in July and August. It’s a huge number and there is a massive array of programmes available. This bodes well for there future of language of the international education industry in the UK.
AG: So why would you advise parents to send their children to a British summer camp as opposed to somewhere else.
Because the appeal of British education and culture has no parallel. The UK’s academic tradition goes back centuries, and its philosophy of learning is woven into the fabric of society. What many parents don’t realise is how much this influences the entire educational experience, especially in how students are encouraged to think independently and take responsibility for their own learning.
Historically, institutions like Oxford and Cambridge were established not just for the elite, but to educate those with potential, regardless of background. That ethos still shapes the way we teach today. At Academic Summer, we don’t just deliver lessons, we create an environment where students learn to express themselves, ask questions and explore ideas in a new way. For many young people, this can be a real cultural shift. They’re not used to this level of trust and autonomy in the classroom. Parents might look in and think their child isn’t doing much, but actually, they’re engaging with material in a deeper, more active way.
This student-centred approach is often the most powerful, though it’s hard to measure. It’s not about rote memorisation or ticking boxes, it’s about helping each individual to grow in confidence and learn how to learn. And that’s something they carry with them long after the summer ends.
AG: What do you think aboutAcademic Summer and Living Learning English being sister companies and how do you see the business moving forward?
Francisco Bustos: Personally, I’ve always leaned towards the more social, classroom-based environment of summer camps, so the idea of homestay tuition, living and learning in a teacher’s home, didn’t initially appeal to me, especially for students who thrive in group settings. However, I do recognise the value it offers.
For some families, especially in the summer months, a one-to-one solution is exactly what they’re looking for, whether it’s to support intensive language development or to provide a quieter, more focused learning environment. There’s definitely synergy between the two models. It’s a matter of understanding the family’s needs and offering them the right solution.
From a business perspective, combining LLE’s personalised, year-round tuition with Academic Summer’s dynamic camp experience gives us greater flexibility and reach. It provides greater support to families in more ways – whether they’re looking for a full summer school experience or a tailored programme in a teacher’s home.
It also opens up important conversations with agents. The team must now ask not only where and when the student wants to learn, but whether the parents are travelling too, and whether homestay might actually be the better fit for their goals. It’s about matching the right product with the right learner. And importantly, it supports year-round business, which strengthens the whole operation.
Happy memories celebrating with the AS / LLE team
AG: What has it been like working with the Academic Summer / LLE team?
Francisco Bustos: Coming from a more corporate background, I found it refreshing to work in an environment where the focus isn’t on bureaucracy or blame, but on finding practical solutions, especially in the middle of a busy summer. This speaks volumes about Helen and the kind of leadership she brings.
She has this way of calmly assessing a challenge, making a decision and moving forward to support parents and agents. That builds a lot of trust. People know they won’t be left stranded. They’re looked after.
The whole team brings something different. It’s so diverse and we have had a lot of fun, especially on our Staff away days and annual festive gatherings.
Betty Ho has always been someone I could rely on, day or night, and that level of support is invaluable. Anastasia Vasiliou, the Camp Director at DLD London, brings boundless energy and it’s infectious. I’d be heading to bed at 11 pm and she’s still downstairs chatting with the camp counsellors!
What stands out the most is the mutual respect everyone has for each other. It’s a team made up of people from diverse backgrounds, and that diversity is embraced. There’s no egos, just shared purpose and care. That, for me, has made all the difference.
Al Gibson is a business journalist based in Exeter. He started Countdown Creative in 2020 offering copywriting services to local companies, charities and organisations.
