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The University of Tartu Pärnu College has been a member of EUHOFA International since the 2003 Helsinki Congress where Heli Tooman, the Head of Tourism Department of that time signed the membership agreement. Pärnu College was honoured and trusted to organize the EUHOFA 50th Jubilee Congress in September 2011 in Estonia (Tallinn and Pärnu).
The University of Tartu was founded in 1632 and is the oldest and largest university in Estonia. Pärnu College (founded in 1996) is the oldest and one of the largest regional colleges of Estonia ( ).

Pärnu ranks fifth among the highest populated towns in Estonia with over 175 years of historical significance as a health resort. Pärnu has been a home for the University of Tartu for 30 years from 1699-1711 and then again in 1996. Pärnu College has been a leading provider of education in service management for almost 20 years. The college is widely recognized for delivering top quality higher education programs; along with advancing the service economy within the tourism, social work and sports sectors. Additionally, the college carries and promotes the highest academic traditions throughout western Estonia. The college has a cozy atmosphere and holds the highest number of international visitors from the University of Tartu, in part due to its international curriculum that attracts students and teachers from around the world.

Currently Pärnu College provides applied higher educational programs in Tourism and Hotel Management and Master’s degree programs in Tourism Geography and Wellness and Spa Service Design and Management available full-time and in the open university program. There are about 850 students, 32 full-time lecturers plus 100 visiting lecturers per year.  The Tourism and Hotel Management study program started in 1997 with two study streams – accommodation and spa management and destination management. Up to now there are 704 graduates. Students have access to excellent opportunities to do an internship in Estonia or in foreign countries.

Pärnu College’s development vision for 2020 is service design and management. Wellness and spa service design and management is a unique international Master’s program which started in 2009 that prepares international top and middle level spa managers. There have been students from 25 countries, there are currently 29 students, and 26 graduates (15 last year). In addition to resident university lecturers, there are well known and highly respected visiting lecturers and specialists such as Jay Kandampully (USA), Melanie Smith (UK), László Puczkó (Hungary), Tom Baum (Scotland) and many others. Small study groups create a cozy and friendly atmosphere where each student has the opportunity for personalized and individual attention with the professor. The possibilities for international internships are available worldwide. In 2010 an Estonian Master’s program was launched in Service design and management with the opportunity to specialize in the management of tourism services.
Pärnu College has a long-term cooperation with the Estonian Tourist Board and various Estonian tourist organizations including: Estonian Hotel and Restaurant Association (member), Association of Estonian Tourism Education (founder member), Estonian Spa Association, and Estonian Rural Tourism.

In June 2014, the international research symposium on service management IRSSM5 was held at the University of Tartu, Pärnu College. This was the first IRSSM conference held in Europe.  A leadership team based out of the College operates the Tourism Competence Centre offering national and international research and development services. Currently Pärnu College is preparing an application for the Horizon 2020 Twinning programme with a focus on service management. 
International cooperation is one of the priorities of Pärnu College, it has bilateral agreements with 36 Erasmus partner universities. In addition to that Pärnu College has been involved in tourism-related project cooperation with Egypt, Georgia and Ukraine, and soon Belarus.

Pärnu College participates in the international CUBITUS (Curriculum for Sustainable University Business Cooperation in the Tourism Sector) project that focuses on senior tourism among other topics and many other international projects. It belongs to several international organizations and networks – EUHOFA, EuroChrie, ATLAS, TTRA, COST Association, TObeWELL, SDN (Service Design Network), IRSSM and more. In the summer of 2015 Pärnu College is going to organize an International Summer University „Events as a Tourist Destination Promotion Tool“,  
You are welcome to Pärnu any time!

Henn Vallimäe, PhD
Director, University of Tartu Pärnu College
EUHOFA Member since 2010





Dear EUHOFA friends!
Following a successful conference in The Hague, I would like to thank you again at this point. Our Dutch colleagues have presented their schools perfectly well and succeeded to bring across the friendly mentality of the people in the Netherlands.
It was a unique and unforgettable experience!!!
This year it will be on us Berliners to host the EUHOFA International Congress. We learned a lot in The Hague and, of course, have already been very busy setting up the 2015 draft program and are now working on the fine-tuning, so hard work is still ahead of us! A few things are already set: accommodation – the contract with the hotel “Regent Berlin” is ready for signature, all events that are taking place during the Congress have been planned and the academic program has been diligently worked on.
In Berlin events in 2014 have been overturning. The number of hotels and restaurants has risen again and we have had more than 27 million overnight stays. Hotel openings have taken place nearly everyday. Currently there are 28 five-star hotels in the city.
Particularly noteworthy was the Dali exhibition in the summer and especially the celebration of the 25th anniversary of the fall of the Berlin Wall in November.
Dear EUHOFA friends, we are looking forward to welcoming you this year when we will present Berlin – our city – with all its facets.
We wish you all a successful start in the New Year 2015!
Dieter Reichl
Berlin Hotel Management School




Is your Hospitality Education Institution Recruiting Chinese Students?  

This brief paper aims to enlighten readers on one aspects of the Chinese education system that might be of interest for Hotel Management Education providers.
The discussion describes the Chinese Government guidance for students seeking to study outside China, and points out why the advice is not always followed.

Most readers will know that the number of Chinese students studying outside China has grown significantly in recent years. More than 400,000 Chinese students went abroad to study in 2013, and Chinese students represent nearly 20% of all students who are studying outside their country of origin.

The concern for the Chinese Government is that its students will only enrol in overseas degree-granting and diploma-granting universities and colleges that are safe. There is fear of fraud, poor academic standards, and fear that colleges might disappear before the student graduates. Individual countries try to protect international students, and the Chinese Government is conscious of the risk families take when they send their sons and daughters overseas. To counter this concern the Ministry of Education has created the Jiaoyu Shewai Jianguan Xinxi Wang, the “JSJ List”. (Some refer to JSJ list as “White List”, but this paper uses the official term, JSJ.) Much of this website is published in Chinese language, but right-click, and the website translates.

Chinese parents are advised only to enrol their students into courses at universities and colleges on the JSJ List. For an education provider trying to get a share of enrolments from “the world’s biggest market”, being on the list is rather critical. Note that there is no law or even regulation that enforces enrolment only in providers included on the JSJ List. But education agents would prefer to enrol students into JSJ-listed courses, as they can always claim that these providers have Chinese Government endorsement. Often an application will be received, an offer made, but suddenly the family becomes aware of the JSJ list, and if the provider is not listed, the offer is declined.

In Australia the list currently includes the universities, government-owned vocational colleges- “TAFE’s”, and just one private college- Top Education. No other private providers are included. The recent Free Trade Agreement between China and Australia (“the FTA”) included a clause that the Chinese Ministry of Education will add all 77 Higher Education providers authorised to accept overseas enrolments to the JSJ list. (All of these are private providers.)

About 35-40% of international students in Australian universities come from China- a statistic that shows the importance of the China as a source of international students. Further, in 2013 the Australian Government claimed that 88% of Chinese students enrolled in JSJ-listed providers.
As indicated above, the government TAFE’s are presently included on the JSJ List- showing that the Chinese ministry is not opposed to Chinese students enrolling in Vocational Education per se. But the FTA will not get any private Australian vocational colleges on to the JSJ List: their struggle continues.

While 35,000 Chinese students came to Australia for Higher Education studies in 2013, and while 88% enrolled in JSJ listed providers, 12%- 4,200 enrolled in non-JSJ listed colleges. At least one Australian private VET provider (not listed on the JSJ List) enrols a significant number of Chinese. This college shows what is possible if you can build up a brand in China. But for most Australian private providers, not being on JSJ means it is very difficult to recruit Chinese students.
A similar picture emerges in Switzerland: only two Swiss hotel schools are listed on JSJ:- Ecole Hotelier de Lausanne, and Les Roches Gruyere. But for all sorts of reasons Chinese families believe that there are good reasons for studying hotel management at any number of hotel schools in Switzerland- notwithstanding non-inclusion on JSJ.

When the FTA was announced, Association of Australian Hotel Schools (AAHS) Chair, Frank Prestipino from International College of Management Sydney said “Our members have been looking forward to this change for many years. We look forward to seeing Chinese students enrolling at our member-schools, and entering into joint ventures with Chinese universities. This will put us on an equal footing with Australian universities.”
(For details on AAHS, please see the website

The picture is clear: JSJ is certainly important as an influencer of enrolment for Chinese students. If your university or college is not included on JSJ, it will be more difficult to grow your enrolments. However it is not impossible to attract Chinese students if you are not on the JSJ List. But you will certainly have to have a good brand to underpin your marketing. How do you get on JSJ List? Not easy, in Australia it took more than 5 years of lobbying from both the private providers and the Australian Government. The first step is clear: contact the local Chinese embassy.
Gerald Lipman
International College of Hotel Management,
Adelaide, Australia
December 2014




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