Britannia tries to rule the brain waves

Britain is making renewed efforts to sell its further and higher education "products" in up to 30 expanding export markets where competition is fierce.

The Department of Trade and Industry and the Department for Education have joined forces with the British Council and the Education and Training Sector Group, set up last year to develop a strategy on education and training export promotion.

That strategy was launched this week at an Oxford seminar attended by British Council directors from target countries as well as representatives from the DTI, DFE and the sector group.

Delegates tried to map a strategy for each market in consultation with suppliers of courses, qualifications and equipment.

Richard Needham, trade minister, said education and training in the developing world was the key element for successful trade. "We have fallen behind other countries such as Australia, the United States and Canada, in selling our education and training," he said.

Some of the tougher markets in which Britain wants to strengthen its presence include Thailand, Indonesia and Vietnam.

John Richards, British Council director in Thailand, said many countries were jostling for position. Alan Webster, British Council director in Indonesia, said the country was "a tough nut to crack" but there was potential.