International credit rating agencies are constantly scrutinising Spain. However, in spite of the economic ups and downs of recent times, there is a 100 per cent Spanish product about which there is no doubt. This increasingly important asset is the language. The learning of Spanish increases steadily year on year regardless of the crisis. In the province, where teaching of the language of Cervantes has been successfully turned into an enticement, linguistic tourism has become a sort of refuge where growth is still possible.

It’s not only profitable for the specialised schools which offer these courses. Other businesses have flourished due to the influx of foreign students through the organisation of free time activities, accommodation, excursions and dance classes. Restaurants, cinemas, theatres, concert halls and bars have also profited from the visits of these students.

Joaquín Chacón, president of the Association of Spanish Centres in Malaga (ACEM) and director of the Alhambra Instituto school, claims that the number of pupils enrolled in the associated schools grew by eight per cent last year, a figure very similar to that experienced by the tourism sector in general in the province.

According to ACEM, which has 13 associated schools which are accredited by the Cervantes Instutute, around 30,000 students visit the province each year to learn Spanish. 90 per cent of those opt for private schools, while Spanish courses at the University of Malaga make up ten per cent of the demand, with some 2,300 students registered in 2011.

Data from the Cervantes Institute shows that 237,000 people travel to Spain annually to learn the language, 14 per cent of whom come to Malaga. 172,000 enlist on DELE courses (Diploma in Spanish as a Foreign Language) every year, and that figure is growing, which proves the international interest in learning the third most widely spoken language in the world.

Compared with a holiday tourist, a linguistic tourist who comes to Malaga stays longer (on average three weeks) and spends more. "Counting only the Spanish course, accommodation, living costs, excursions and programmed activities, a student could spend around 400 euros a week", said Chacón. That is without taking into account the buying of souvenirs, transportation and flights.

Average spending has also risen. According to the Spanish Federation of Associations of Spanish Centres for Foreigners, which is based in Benalmádena and includes 90 private organisations, in 2008 the average spending per student per day was 49 euros, and this generated 251 euros in profit for the province. Now that figure is nearer to 53 euros per day, which is an increase of eight per cent. Although there are no current figures relating to the economic impact of the Spanish language, Fundación Ideas estimates it to make up approximately 15 per cent of Spain’s GDP. Ana Cózar, manager of the organisation, believes that a student who comes to learn the language comes with a predisposition to get involved in the city in order to understand the customs, food and way of life of the Malaga people.

Students not in crisis

The reason why this sector has avoided the crisis is the growing interest in Spanish all over the world and that the clients are therefore not Spanish. "We are benefiting because the economic situation of our pupils is much better than ours", said Javier García, director of the school Málaga Sí. Germany, Britain, the Scandanavian countries, China and Eastern Europe are some of the most common origins of the linguistic tourists who visit Spain.

However, Joaquín Chacón warns that the Costa del Sol should continue to fight to position itself as the top destination for this type of tourism. "Now, countries such as Argentina, Mexico and Costa Rica are entering the market for Spanish classes thanks to the increase in interest in the language", and in Spain, Barcelona and Salamanca have become capitals of this new language culture.

Paola Moreno, director of Cervantes Escuela Internacional, claims that Malaga pioneered Spanish classes more than 40 years ago, and that experience has helped it to offer high quality now. Moreno gives us an example of what running a private Spanish centre involves. Just in terms of teachers, they employ a minimum of four and a maximum of 12 in the summer months. The permanent staff is made up of five people, and another seven are self-employed but linked with the company. On top of this, the school has connections with 25 families who offer student rooms in their houses in El Palo and Pedregalejo for just 120 euros per month. The school also provides its own accommodation in the form of a residence with 21 places, run by three employees.

Accommodation and leisure

A good example of the economic benefit that these students provide is found in Isabel Planes and her husband. For the last 20 years they have been housing foreigners at their home. They are currently hosting an American girl who is taking a course at the University of Malaga. She pays them 2.5 euros a day for a room with an ensuite, and her washing, cleaning and cooking is done for her. But what the couple most appreciates is the experience and company that they gain from young people. "They become another member of the family", they say. It becomes a second home to them, and they have the freedom to come and go as they please. "But I like them to call me and tell me where they’re going; I think their family would also like that there is someone looking out for them", says Isabel.

For Carlos Henrández, showing the Malaga way of life to foreigners has become his trade. For the last five years, he has been organising leisure activities and excursions, and for the last two, he’s had his own business, Speting Eventos. "We take them to see the main museums and monuments in the city, go on tapas routes through the centre and teach them to make dishes such as ajoblanco and gazpacho", he explains. He is sure that what foreigners like most about being here is the climate. “Here they can sunbathe on a January afternoon when in their country there would be sub-zero temperatures and it would be raining.” The Spanish philosophy of life also attracts supporters in Europe. "They learn to see things differently because at home they have much stricter customs and traditions".

Pedregalejo, the golden mile of language centres

Pedregalejo in the city of Malaga has become the capital of Spanish schools for foreigners in the province. Just on the Avenida Juan Sebastián Elcano and surrounding streets you can find eight centres which specialise in Spanish language courses.

When the first language schools started to spring up, Pedregalejo emerged as the ideal location. It combines proximity to the sea, good public transport links with the centre of the city and houses with large gardens which were converted into open, airy school buildings.

"If Malaga is among the most in-demand destinations for learning Spanish it’s because we have adapted ourselves and offer a plus; on top of good teachers and high quality education we can offer students a beautiful environment and a family atmosphere", claims Paola Moreno, director of Cervantes Internacional.

"Many (linguistic tourists) return with their family and are the best ambassadors of the Costa del Sol", Chacón adds.