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Introducing Sharon-May McCrostie, ENZ’s new Director Sector Engagement
Can you tell us about your professional background including the role you had prior to joining ENZ?
After graduating from the University of Waikato with a Bachelor of Management Studies specialising in Japanese and International Business, I joined the primary export sector. I held a range of sales, marketing and business development roles in the seafood and horticultural sectors with a focus on Asian markets, including with ENZA (the NZ Apple and Pear Marketing Board) in Singapore. My first job was in Bluff, exporting live lobster!
Prior to joining ENZ, I spent 20 years with New Zealand Trade and Enterprise in a range of roles supporting NZ exporters to realise their international growth ambitions. In my last role there, I was Customer Director where I led a team of customer managers supporting digital technology and services exporters across the central New Zealand region.
What are your thoughts on your new role so far?
I feel I have joined ENZ at the perfect time as the team here comes together to co-create next year’s business plan. Early in the role, I was catapulted into focus groups with sub-sectors to understand their priorities and ensure we focus on the right opportunities and challenges to enable the international education sector to flourish. Providers were generous in sharing insights and setting expectations for ENZ, providing important input into the business planning process.
As we work through the process, I have been incredibly impressed with the knowledge of my team and the wider ENZ team, and admire the depth of passion and ambition to ensure we make a difference to the sector.
What do you see as the challenges and potential opportunities for our sector?
The market for international learners is hyper competitive, and our main competitors are driving hard to win market share in the face of ongoing global uncertainty. New Zealand has an excellent reputation for education, but we must be smarter and nimbler to maintain an edge over our competitors and attract quality learners to NZ.
We must continue to build brand awareness and enable agents and providers to provide a compelling case for choosing a NZ education. As the sector shifts from recovery to rebuild, it is an opportunity to think differently about how we partner with the sector to co-create a robust, resilient, and innovative sector that meets the needs of the future learner: I am excited to be part of that conversation.
Outside of work, what do you like to do?
Wellington is blessed with rolling hills that embrace the harbour, and I love running its trails and taking in the soaring views. I also love to swim – mostly in a pool, with the occasional plunge in the ocean. Otherwise, I love to read, rummage through op shops for vintage china and linen, and hang out with my daughters who are my biggest teachers.
Smart waste management idea sees students take out top spot in KIWI Challenge Indonesia finals

The theme was “Reforming Indonesia’s mobility and smart cities using AI technology”. This year’s initiative hosted 59 teams from across 37 schools for a total of 269 student participants, the highest ever at the KIWI Challenge.

The groups were required to submit video entries to a judging panel made up of AUT academics and ENZ representatives, who reviewed the submissions and selected finalists. Participants received mentoring from a New Zealand university academic through the process and took part in workshops to refine their business plans. They were given a taste of New Zealand’s learning environment along the way and built an understanding of our tertiary education offering for future planning. 

The participating academic was Dr Taghreed Hikmet from AUT, a Senior Lecturer in International Business, Strategy, and Entrepreneurship who has expertise in smart cities and is passionate about mentoring and inspiring young future leaders.

The finals were held on Saturday 25th November, where six shortlisted teams from across Indonesia presented their ideas to a panel of judges made up of Dr Hikmet (AUT), Ben Burrowes (ENZ’s Regional Director, Asia), and Indonesia Embassy staff (representing Ministry of Foreign Affairs and Trade), Hira Trisnoputri.

UniSadhuGuna International College took first place with their ‘Greenlight’ business idea, a smart waste management enterprise which aims to create a sustainable waste management system that actively involves households, businesses, and the government. UniSadhuGuna International College received a voucher worth 10,000,000 Indonesian Rupiah for winning the competition. 

Winners! The team from UniSadhuGuna international College took out first place with their ‘Greenlight’ business idea.

Dr Hikmet reflected on the KIWI Challenge warmly. “It has been truly rewarding, observing the outstanding progress and growth in the finalists' projects, presentations, and overall confidence.

"It was a privilege to engage with high school students across Indonesia, contributing to the vibrant entrepreneurial spirit fostered by the competition. Excitement brews within me for the potential of future collaborations and initiatives,” Dr Hikmet concluded.

Following the finals, Ben Burrowes and Dr Taghreed Hikmet participated in an Instagram Live session with KOMPAS TV, the leading media network in Indonesia. This Instagram Live generated a total of 3.4k views and the highest number of people watching online was 348. You can watch the Instagram Live here: Part 1 and Part 2.
New Zealand and Viet Nam sign Arrangement, strengthening education ties
This arrangement was signed by New Zealand Minister for Tertiary Education and Skills, Hon Penny Simmonds and Viet Nam’s Minister of Education and Training, Nguyen Kim Son during the Prime Minister of the Socialist Republic of Viet Nam His Excellency Phạm Minh Chính’s visit to New Zealand from 9 – 11 March. Prime Minister Pham and Prime Minister Luxon witnessed the signing of this arrangement, which covers the period 2023 – 2026.

The EEA, which will replace the Strategic Engagement Plan on Education (SEP) 2020 – 2023, identifies areas of engagement and sets new targets over the next three years.

Specific areas covered in the arrangement include collaboration and information exchange in English language training, short courses and executive education programmes that New Zealand provides in Viet Nam.

The arrangement will also explore opportunities to build mutual value in English language literacy, early childhood education and science, technology, engineering, and mathematics (STEM) disciplines. Sharing and publicising scholarship programmes in both countries will be undertaken while institutions will also be encouraged to increase research engagement as well as student, lecturer and research exchange activities.

Both countries have also agreed to actively support the activities of alumni groups in both Viet Nam and New Zealand, and celebrate the lifelong connections generated through these networks.

The signing of this arrangement with Viet Nam aligns with the New Zealand Government’s priority to revive international education, lift its contribution to New Zealand’s economy, and diversify international education markets. Concerted effort is going into deepening and broadening our overall bilateral relationship with countries in Southeast Asia including Viet Nam, including our trade and economic interests.

ENZ’s Acting Chief Executive, Linda Sissons, said the Education Engagement Arrangement provides an important opportunity to build on the longstanding education partnership between New Zealand and Viet Nam.

“Viet Nam is a multi-sectored market for New Zealand’s international education industry and an important source country for international students.”

“This arrangement demonstrates to prospective students and their families that New Zealand is a partner of choice for the Vietnamese Government in the field of education, which aligns with the New Zealand Government’s priority to build a more resilient and sustainable sector.”

“With its strong focus on partnerships, the arrangement also lays an excellent foundation for further growth by New Zealand’s tertiary sector. It presents real opportunities for our EdTech sector to continue to build on the recently completed market familiarisation trip, with further development of opportunities that support Viet Nam’s digital transformation strategy.

Bilateral meeting between New Zealand and Vietnam during the Prime Minister of Vietnam, His Excellency Mr Pham Minh Chính's visit to New Zealand. March 11, 2024 in Wellington, New Zealand. Photo by Mark Tantrum.

The first Strategic Engagement Plan on education (SEP) was signed in 2015, laying the foundation for a strategic education partnership between New Zealand and Viet Nam. The SEP sits under our overarching bilateral Education Cooperation Arrangement between the Ministries of Education, which was refreshed in 2022. The SEP was renewed in 2018 and again for the period 2020 – 2023, between Education New Zealand and Viet Nam’s Ministry of Education and Training (MoET) and was signed during the year we marked the 45th anniversary of diplomatic relations with Viet Nam (2020). This built on existing education initiatives and identified new opportunities to be co-developed and delivered for the mutual benefit of both countries. You can read about the last signing of the Strategic Engagement Plan in 2020 signing here.

Following the signing of the EEA, both education ministers participated in a bilateral meeting to discuss the education relationship between the two nations, current priorities and the development of activities under the new arrangement. This discussion touched specific areas of collaboration such as early childhood education, institutional partnerships and vocational training.

Minister Penny Simmonds present Minister Nguyen Kim Son a gift following the bilateral education ministers meeting.

New Zealand is offering Vietnamese students two government scholarship programmes for secondary school study (the New Zealand Schools Scholarships – NZSS) and for postgraduate study (the Manaaki New Zealand Scholarships). In view of increasing demand for study with New Zealand, ENZ has implemented a wide range of initiatives to equip Vietnamese learners with the 21st century skills, and support families in obtaining up-to-date information to plan for their study journey in New Zealand.

The New Zealand Education Day, ENZ’s flagship event, is scheduled on 19 and 20 October. It has been held annually since 2017 and attracts hundreds of visitors.
Caroline plays her part in Christchurch rebuild

But she is now a qualified quantity surveyor as comfortable working on building sites as she is back in the office crunching the numbers.

Caroline says it is not a profession she would have contemplated in China, where she grew up, but Christchurch’s rebuild inspired her to pursue a career in the construction industry and she is grateful for the freedom to be able to achieve her ambitions.

“It has been very rewarding to be part of the rebuild and to see the changes in the city. Bettabuilt, the company I work for, specialises in school rebuilds. When we finish a new school, you feel like you’ve done something you should be really proud of.”

And her parents are proud too. They have backed her career choice and know that the bold decision they made to send their only child to New Zealand for education was the right one.

New Zealand a safe place to study

Caroline says they had travelled widely as a family before making the decision that she would come to Burnside High School Te Kura o Waimairi-iri in Year 11. “They wanted me to be open-minded and take on new experiences and cultures,” she says. “They decided it would be good for me to study in another country with a different culture and chose New Zealand because it was a peaceful and safe country.”

Before she arrived, Caroline was set up with a “buddy”, a student from her school in Beijing who was already studying here and helped provide insights into life in New Zealand. She also took an online course prepared for international students.

“This made me feel more confident and familiar with what I was coming to which was important, because the culture and environment is quite different from my home country.”

But there were still some big adjustments to be made when it came to schooling. “All courses in China are set by the Education Department. In New Zealand, you have freedom to choose your own courses,” she says. “At first, I was a bit overwhelmed by the options available to me because I didn’t know exactly what I should take. But it was good that I had the opportunity to try courses that I was interested in.”

She also had to get used to a self-directed approach to learning. “It allows you to study in a way which suits you best, which was positive for me. And it means when you start work you have the ability and discipline to study by yourself. I have used methods I learned in high school and university to build my knowledge in the workplace.”

With more free time in her life, Caroline had the opportunity to play sport and even take on a part-time job which she says would not have been possible in Beijing. “That job really helped me because I got to practice English and gain more confidence talking to local people.”

New career opportunities

It was all part of an international education experience which Caroline believes is about much more than study.

“When you’re an international student, you quickly acquire life skills and become much more independent.

You also learn about other cultures because you are mixing with people from many different backgrounds. It was quite an eye-opener for me, but I enjoyed it.”

Once she determined her career choice, Caroline chose Ara Institute of Canterbury as the next step on her education pathway. Starting with a Diploma in Quantity Surveying, she followed it up with a Bachelor of Construction. Job and internship opportunities were regularly shared by their programme leader, illustrating the close ties with business.

The decision to study in New Zealand has taken Caroline on a journey she couldn’t have imagined when she arrived. “In China I would not be working in construction. I would probably have been working in finance or management,” she says. “The environment here changed me and gave me career options I would not have considered at home.”

In the past few months Caroline has secured residency and bought her first house, giving her a real sense of belonging. “I enjoy my work and my life in New Zealand. I love Christchurch and I’m proud to be contributing to the rebuild of the city.”

“I feel really happy that I came here.”
Our team
The ENZ team works together to grow awareness of New Zealand as a study destination and to support New Zealand education providers and businesses to take their services and products overseas for enduring social, cultural and economic benefits.

Through development of a world-class international education sector, we contribute to building a thriving and globally connected New Zealand.

We have approximately 100 staff in 18 locations around the world. In New Zealand, we have offices in Wellington and Auckland.

Our values, Ngā Manapou strive to create a culture of Aroha at ENZ; a place where we all value the beliefs and culture of ENZ staff. This culture of Aroha is underpinned by four values: Manaakitanga, Be one, Kaitiakitanga, Be Bold.

ENZ is structured into three business groups:
- Strategy, Capability & Performance
- International & Sector Engagement
- International Marketing, Brand & Scholarships
To get in touch with a member of the team, click here.
Game On English launched in style
New Zealand has teamed up its expertise in rugby and English language teaching to develop a new edu-sport programme for Japan in the lead up to the 2019 Rugby World Cup and the 2020 Summer Olympics.
On Monday 7 July Prime Minister John Key and Japanese Prime Minister Shinzo Abe launched Game On English in Auckland as part of Mr Abe's official visit to New Zealand.
The leaders threw a rugby ball to the programme’s inaugural students – Japan's national sevens female champions from Iwami Chisuikan High School – to kick off a rugby skills training session and officially launch the programme.
The Prime Ministers, current All Black Conrad Smith and Huriana Manuel, captain of the New Zealand women's sevens team and Black Fern, met and shook hands with each of the rugby players before they went through their training paces.
In the lead up to Japan hosting the Rugby World Cup and Summer Olympics Prime Minister Abe has announced a government goal to improve English language skills and increase sporting capacity amongst youth.
"As a country with an envious track record of developing the world’s best rugby players and a top quality education system, New Zealand is well placed to help the Japanese government meet their goal," says Grant McPherson, Chief Executive, Education New Zealand.
The Game On English programme matches English language providers with sports academies to deliver centrally-organised, bespoke courses for young athletes.
"Growing export revenue from international education is a key part of the Government’s Business Growth Agenda. Programmes such as Game On English are aligning New Zealand’s educational expertise with demand in the global market."
Japan is now the third largest source of international students to New Zealand.
"Our success as a country will be determined by our level of connectedness with the rest of the world. Education is one of the best ways to build international linkages.
"These students will act as ambassadors for New Zealand education promoting the quality of our education system when they return to Japan," says Mr McPherson.
The Iwami Chisuikan sevens team are studying English at the English Language Centre of Auckland Institute of Studies (AIS) in the morning and training with Auckland Rugby Academy in the afternoon for the month they are in New Zealand.
"New Zealand is very different from Japan, but the people here made it really easy for me to adapt and feel comfortable. I enjoy being able to communicate freely with people from different backgrounds in class, and the support we get from teachers is invaluable," says Iwami Chisuikan player Aoi Kurokawa.
"Kiwis train differently – they emphasise technique and make training fun. I would like to bring what I learned back to Japan."
Ran Aoki is also enjoying her rugby in New Zealand. "The best part of the programme is the training. Auckland Rugby make it fun and give invaluable comments and feedback."
"Kiwis value the quality of training in a given timeframe over accumulated hours which allows us to get the most out of our short stay in New Zealand.
"I learn English all around – in class, whilst training, and at home with my homestay family!"
In two weeks a second group of Game On English students will arrive from Japan.
Eleven secondary school players from Kanto Super League will be based in Dunedin - studying English at the University of Otago Language Centre and receiving rugby training from Otago Rugby Football Union and local Dunedin high schools.
Both groups of students are in New Zealand at the invitation of the New Zealand government to pilot the programme.
"It is our intention that Game on English will be rolled out nationally and New Zealand will support Japan in achieving their English language and sporting ambitions in the next five to six years and beyond," says Mr McPherson.
We will evaluate the pilot programme over the next month and advise the next step in due course.
International Student Barometer results
What can we do differently to meet and exceed students’ expectations?
The 2014 English Language Sector (ELS) and Private Training Establishment (PTE) International Student Barometer (ISB) surveys were commissioned by Education New Zealand to investigate the decision-making, expectations, perceptions and experiences of over 2,000 international students enrolled with New Zealand providers.
The ISB surveys also incorporate a global benchmark to provide an indication of how New Zealand compares to other countries offering English language learning and niche education such as that offered by PTEs.
Overall, students rate their study experience in New Zealand highly – above the global benchmark for both sectors. Students’ inclination to recommend their institution is above the global average 2012 for the ELS, but slightly below the global average for the PTE sector.
Interactive seminars for PTE and ELS providers were held last week as an opportunity for providers to delve a little deeper into the findings and examine best practice activity.
Participants in both seminars were in agreement that the setting and meeting of expectations, and opportunities to meet and interact with New Zealanders were priorities going forward.
Other areas identified by participants for consideration included:
- The need to address the sense of isolation from school and community that some students feel by facilitating involvement in community, cultural and groups and sports clubs.
- Providing timely and accurate information to the student before they arrive in New Zealand, on the programme of study and on the New Zealand lifestyle and Kiwi culture.
- With social networking sites ranking low in importance as an influencer for choice of institution should organisations rethink their marketing activities?
- The provision of tailored pathways advice for students progressing to further study or into employment.
South Canterbury welcomes Thai agent
What was the purpose of Pear’s visit to South Canterbury?
Education South Canterbury is working on developing an MOU with Thai schools introduced to us by Pear. She was in South Canterbury specifically to familiarise herself with our schools and to experience the region as the students do. She visited each of Education South Canterbury’s member schools and met with students at each one.
How did Pear’s visit fit in with Education South Canterbury’s goals?
Thailand is a focus market and an important and valuable partner for Education South Canterbury.
In the Education South Canterbury strategic plan we are working to develop capability and support the government goals for 2025.
As we are developing an MOU with schools in Thailand that Pear works with, we felt that the familiarisation visit would give her a strong understanding of the educational experiences offered by institutions and the student lifestyle here in the region.
Education South Canterbury was delighted to give Pear a first-hand experience of the region, so that she can support and promote the special features of the programmes that we offer.
What did Pear see and experience during her visit?
Pear’s visit started with a welcome dinner with the members of Education South Canterbury and included a lunch hosted by the Mayor.
We wanted to give Pear the opportunity to experience the activities that our students take part in while studying in the region – she went to a country cafe complete with farmyard animals, and mini golf and afternoon tea with Thai students currently studying at a local school and Aoraki Polytechnic.
Pear visited the Te Ana Rock Art Centre and was very impressed with the cultural history of the region
Unfortunately, the planned trip to Tekapo for a jet boat ride had to be cancelled due to gale force winds! So, that gave her first-hand experience of New Zealand’s changeable weather patterns.
Pear stayed in Geraldine and Timaru, getting a taste of both town and country lifestyles, and experiencing both homestay and motel accommodation, further strengthening her insights in to the student and parent experience.
What did Pear enjoy most?
Pear really enjoyed the chance to meet all of the Education South Canterbury members and develop relationships with the International Directors at each of the institutions.
She loved meeting the current students and felt their enthusiasm and honest feedback was really valuable.
In Geraldine Pear loved looking at the stars after we had been out for a meal. With no light pollution she had some great views of the Milky Way – the clear night air almost magnifies the vista. This is something Pear just doesn’t get to see in the large cities of Thailand.
What did you learn about Thailand from Pear?
All Education South Canterbury members are familiar with Thailand and have visited regularly, so we were especially pleased to get specific information about the schools we are dealing with and the expectations around our MOU from the Thai schools’ perspective. We really appreciated Pear’s forthrightness in working through the specifics of the process.
How are you maintaining the relationship now that Pear’s gone home?
We have been in regular email contact with Pear since her return to Thailand, and we are planning an Education South Canterbury group delegation visit in early September to see Pear and visit NZ Study.
What do you see as unique about South Canterbury education and culture?
In South Canterbury we don’t just do international education, we internationalise our education.
South Canterbury offers an authentic small town Kiwi experience, where all students are known in the school and warmly embraced by the wider community. Students get an individual and intimate experience – they are all made to feel special and develop lifelong friendships with Kiwi students and homestay families.
The experience is very much a two-way exchange between the international students and the Kiwi students. The visiting students opened our Kiwi students’ eyes to their lifestyle, culture and life experiences… so becoming the educators of our students!
South Canterbury is “New Zealand at your back door”. We offer beaches, mountains, rivers and diverse landscapes – outdoor excitement with a sense of security. In South Canterbury, you can travel from the Southern Alps to the ocean in two hours or less.
Students in Education South Canterbury schools learn in the environment. Field trips and outdoor pursuits take them out into the real New Zealand and they are immersed in the environment they are learning about.
Students in South Canterbury schools can embrace the arts – music and theatre, orchestras, brass bands and sing in New Zealand award-winning choral groups.
No matter what students want to pursue, South Canterbury offers the opportunity!
L – R: Julie McLean, Pear and Mayor of Timaru, Damon Odey
Hawke’s Bay groups collaborate for growth
The group of education providers and partner agencies are making sure their “shop front” is as attractive and welcoming as possible. E-News caught up with Education Hawke’s Bay Business Development Manager, Steph Kennard, on the approach.
Who makes up Education Hawke’s Bay?
Education Hawke’s Bay is a voluntary member organisation made up of local government, schools, our ITP and PTEs. We were formed approximately two years ago with the common goal of doubling the value of international students to the region by 2025.
What was the motivation behind the re-brand and new website?
We wanted to create an identity for Education Hawke’s Bay that served multiple purposes, with a brand that would give our members a sense of belonging. We wanted to showcase Hawke’s Bay as a study destination at the same time as promoting the special characteristics of each education provider. By developing a website, and removing the dependence upon printed brochures, we have reduced our overall costs.
Based on this brief, we developed a new brand called ‘Learning Hawke’s Bay’ and new website www.learninghawkesbay.nz. The use of the word ‘Learning’ represents both the study and leisure experience – students come here to study in a classroom, but they will also gain experience – learn – outside of it, through our culture and local tourism.
Our logo operates on several levels – acting as a pointer to direct the viewer, resembling an open book and also an open laptop. This works well with our ‘Learning’ brand.
The website works as a stand-alone site, but can also be incorporated within individual members’ marketing collateral. Our website uses large format imagery to “paint a picture” of Hawke’s Bay as pictures require little, or no, translation! These images have been chosen to appeal to both students and parents alike, and regardless of country of origin.
Our website ensures we can respond quickly to queries and can be updated within moments.
What part does the rebrand and new website play in your overall strategy?
The website and brand are an integral component of our strategy and give us the tools to promote Hawke’s Bay to students overseas. Building the website has meant we can work more smartly on our international promotions. The next steps are to incorporate a social media presence and build on our communication plan.
Are there any particular successes or learnings you’d like to share from the rebranding exercise?
It was important to ensure that our design, including colour and brand, represented our members and was functional. We also required the website to be built with an easy content management system so that we could make changes quickly in-house, without incurring extra costs. The framework also needed to be flexible enough to enable us to develop the website and make additions to pages without the need for a full re-design.
You recently took part in a regional cluster pilot with Hastings District Council. How has this gone?
The Agent tour was our first real taste of regional clustering in practice. It certainly had its challenges as each member had a different view of which country we should be targeting. In the end we settled on Japan, which meant that not all members participated.
The other project in the pilot, is to develop a revenue monitoring framework. This is still in the planning, as it requires data which the Education Hawke’s Bay team can’t yet access. Our stakeholders are keen to know just what revenue is generated by our international students, so we want to ensure accuracy.
What part has ENZ’s Regional Partnership Programme played in the development and operationalisation of your strategy?
The support and advice from the ENZ Business Development team has been hugely appreciated, as it can be quite isolating being based in a region and trying to please each of the members. Of course, the financial support has enabled us to employ someone to help us deliver on our regional strategic goals for growth.
Is there anything else you’d like to add?
Our region has just taken part in a poll which proposed that all five councils amalgamate. The proposal was turned down by the community. Although this has been challenging for our region in general terms, the regional education cluster we have established is a great example of how collaboration among members from both Hastings and Napier can work!
Enhancing diversity in the student experience
A number of education and diversity-related professionals from around the world attended GIIL, including a cohort of 11 visiting US professionals from international education, student affairs, education abroad, faculty development, and diversity and social justice programmes.
At the conference, delegates had the chance to network and gain skills and resources to better support diversity and inclusion initiatives on campus.
Hayley Shields, ENZ’s Director Student Experience, said the turnout at GIIL reflected the growing interest in diversity on Kiwi campuses.
“When it comes to the international education industry in New Zealand, we’ve tended to view diversity from a recruitment perspective as meaning market diversification,” said Hayley.
“However, New Zealand – and in particular, Auckland – is a very diverse society and sets a great example of inclusivity and openness to other international educators around the world.”
Hayley spoke at the panel on ‘Multi-sector perspectives on diversity and inclusion in New Zealand,’ alongside panellists from the University of Auckland, Auckland Council, Ministry of Education and Niesh, a student-run, student services enterprise.
Breakout group discussions focussed on diversity in the student experience, local and central government policies, and professional development opportunities for faculty, staff and students.
Hayley said with more than 220 recorded ethnic groups living in Auckland, and with the location of the conference at the University of Auckland’s Fale Pasifika, the setting helped emphasise the importance of diversity and inclusion on New Zealand campuses.
GIIL was co-sponsored by ENZ and the University of Auckland, and coordinated through the Diversity Abroad network.