Seminar Programme
Seminars start on Thursday 14th April and take place at the Grand Hotel Salerno – the Workshop venue
| Time | Title | Details | Audience | Room |
| 14:30
– 15:30 | Industry Panel Discussion: Direct Sales vs. Agency Sales: Partners and Competitors at the Same Time? | Navigating the evolving dynamics between schools and agencies in the age of transparency, technology, and trust. Moderated by: Scott Wade Participants: BELTA (Brazil) Flavio Crusoe, ARSAA: Gabriela Ardito, ALTO: Claudio Cesarano, IALC: Kevin McNally | Schools & Agents | Auditorium, Tafuri A |
| 15:30 – 15:45 | FELCA Presentation of new guidelines | Paolo Barilari and Scott Wade to present and launch FELCA Guidelines | Schools & Agents | Auditorium, Tafuri A |
| 15:45 – 16:15 | Coffee Break | Foyer | ||
| 16:15 – 16:45 | AI Visibility for Language Schools: How to Show Up in ChatGPT, Gemini, and Generative Search. | Prospective students are increasingly using AI tools like ChatGPT and Gemini instead of traditional search engines to research destinations and compare schools. This shift is changing how language schools are discovered online. In this session, attendees will learn how generative search works, what signals AI systems prioritise, and how to improve visibility in AI-generated results. We will focus on practical steps to strengthen course and location pages, FAQs, and overall online credibility. Participants will leave with a clear framework to improve discoverability and adapt their recruitment strategy for the next phase of search. Speaker: Philippe Taza HEM | Schools | Paestum |
| 16:15 – 16:55 | Destination Spain & Portugal — Study the Language Where It Lives | Discover what students really experience in Spain and Portugal — everyday life, rich cultural traditions, diverse regions, and a uniquely southern European lifestyle. Schools presenting: Fernando Batalla (Taronja); Blanca Roters (CLIC Sevilla, Cádiz & Málaga), Enara Lacunza (IH San Sebastian), Alexandra Borges de Sousa (CIAL Lisbon & Faro) | Agents | Auditorium, Tafuri A |
| 16:15 – 17:15 | Growing Social Visibility on a Lean Budget | Francesco de Chirico presents a practical session for language schools on how to grow your audience, increase visibility and drive engagement on social media without a large budget or team. | Schools | Cilento |
| 16:50 – 17:50 | Meeting with Mexican Chamber of Commerce in Italy | Hosted by Francesca Romana Memoli (Accademia Italiana and Workshop Host) | Agents and Schools from Mexico | |
| 17:00 – 17:40 | Destination LATAM – Discover Latin America Through Language | A journey through diverse cultures and landscapes, authentic community immersion, and transformative language learning experiences. Schools presenting: Alex Gasparetti (Centro Catalina, Colombia), Federico Velásquez Pacheco (Celas Maya, Guatemala), Stefanie Vilas Boas (Caminhos, Brazil), Marta Conesa (IH Riviera Maya, Mexico), Agustin Vignale (Expanish, Argentina), Chris Reidy (Tico Lingo, Costa Rica) | Agents | Auditorium, Tafuri A |
| 17:20 – 18:20 | Create, Edit, Post: A Hands-On Social Media Workshop | Francesco de Chirico presents a practical workshop on how to create engaging social media content with minimal resources. Learn how to film and edit a reel using your phone, then create your own video during the session and see selected examples showcased at the end. | Schools | Cilento |
