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ENZ responds to international education commentary on NBR
ENZ Acting Chief Executive Dr Linda Sissons rebuts an economics commentary published on National Business Review (NBR) on Monday 25 March 2024. The rebuttal is published here on NBR and is reproduced below.
In response to your piece “International education: wrong horse to back for export growth?” my answer to the question is a hard “no”. Here’s why. Students are returning to New Zealand. In the first eight months of 2023 international student enrolments topped 59,000 with all sectors experiencing growth except wānanga. Accepting that it is from a low base, comparing 2023 to 2022, Universities have bounced back strongly reporting a 15% increase from 24,040 to 27,535.
It is true that we have not yet returned to 2019 numbers. In my opinion, this is not a bad thing. During the pandemic years the sector lost people and capability. The recent moves of some of our competitors tell you what a sudden return to those numbers of students brings.
I want to address your correspondent’s concerns about the lack of a plan and competition within amongst universities. There is a plan. The New Zealand International Education Strategy, revised in 2022 in discussion with the sector and across Government, sets out the plan to develop a high-value, resilient and innovative education sector for both international and domestic students.
I can also assure you that the sector is working together to achieve its goals, that all eight universities participated in a recent ENZ-led delegation to India, is just one example of the co-operation.
International education is more than universities. In the first eight months of 2023 English Language Schools saw the greatest percentage increase in international enrolments, increasing by 347% from 1,565 to 7,001. Schools reported a 114% increase from 5,925 to 12,662. NZIST Te Pūkenga, a 32% increase from 4,955 to 6,560 and Private Training Establishments (funded and unfunded), a 13% increase from 5,000 to 5,671.
Immigration New Zealand tell us that international student visa applications for all forms of study have increased by about 20 per cent in the peak application period. Between 1 October 2023 and 8 March 2024, they received over 31,800 applications for an international student visa.
Today we have a base of international students in the country and the pipeline for the coming academic year has strong growth.
Our own research shows that the experience international students have while studying in New Zealand is a good one. In our Student Experience survey of 4,755 international students from more than 70 nationalities, 84 percent rated their overall experience positively, while another 83 percent said they would recommend New Zealand as a study destination.
When these students return to their home, and 75% of international students return home after three years, they will be our word-of-mouth advocates – an advocacy we didn’t have during the COVID years.
New Zealanders also appreciate the benefits of international students. In an ENZ survey of 1,100 New Zealanders conducted in December last year, 75 percent of respondents believe that international students benefit New Zealand. The Ipsos Fast Facts survey, which drew responses from all regions of the country, saw 80 percent of respondents highlighting economic benefits, particularly in local communities, as a key reason for their positive view.
The results of the 2023 survey highlighted the continuing growth in support for international students and their positive impact on New Zealand since 2016 when only 57 percent believed international students helped the New Zealand economy and economic growth.
We have students in New Zealand; a strong pipeline; students having a positive experience and advocating for New Zealand; and New Zealanders appreciating the benefits having of them in our communities.
International education is highly competitive. Your correspondent rightly recognises that there are new competitors emerging and Singapore is a good example. We’ve also seen countries like South Korea, a core market for New Zealand, become competitors.
This is not new. We have, and will always have, to compete to attract international students to New Zealand – that they are returning tells me our reputation is good and we remain an attractive option.
Globally the number of international students has grown significantly over the past two decades from around two million in 1998 to over 6.4 million in 2020, according to UNESCO data. New Zealand only needs a very small proportion of what is effectively a supply-driven market to return to pre-pandemic levels of economic contribution and value.
While I am confident that international education is not the “wrong horse”, achieving double the export earnings is going to require a lot of hard work and there is much to do. My point is, that in less than two years since the borders reopened in August 2022, the recovery has well and truly commenced, the progress made to date is significant, and as a sector we can be rightly proud of what we have achieved together.
Linda Sissons
Acting Chief Executive, Education New Zealand
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International education delivers for New Zealand communities and visiting students
These are the key findings of two ENZ research projects to measure the student experience and the views New Zealanders hold towards international education.
Student experience in New Zealand
In the 2023 International Student Experience survey of 4,755 international students from more than 70 nationalities, 84 percent rated their overall experience positively, while another 83 percent said they would recommend New Zealand as a study destination.
Students were most positive about their personal development and outcomes, with 87 percent saying the experience helped encourage their curiosity and develop new ideas. Students were also very positive (88 percent) about the people and connections they made in New Zealand.
New Zealand was the first choice of study destination of 78 percent of respondents and 64 percent said their New Zealand experience had met or exceeded their expectations, which is consistent with previous research.
Commenting on the results, ENZ Student Experience Manager, Ross Crosson, said the results showed that New Zealand’s ability to deliver a quality education to international students had remained strong through the recent pandemic, and boded well for further recovery of the sector.
“The strong preference of students for New Zealand as a place where they can obtain a high-quality education while enjoying unique personal development really shone through in the student experience survey. It was heartening to hear about students growing their confidence because of their study experience in the country.
“We now want to make sure we’re using insights from the survey to inform our work – to ensure New Zealand continues to be the open, inclusive, and welcoming study destination it is known to be.”
ENZ’s Director Insights, Marie Clark, says the survey is a significant undertaking for ENZ and is an important resource for the international education sector.
"For one, it’s the only national survey of international students or indeed even students. We now have the beginnings of a valuable timeseries of data going back to 2019.
"It's important to be able to surface international student insights based on all sorts of variables, including country, sector or gender or a combination of these. We hope people working in the sector will find the sub-sector deep dives and Tableau dashboards particularly insightful resources,” she says.
The International Student Experience Survey 2023 Report is available here on IntelliLab.
Local benefits
In an ENZ survey of 1,100 New Zealanders conducted in December last year, 75 percent of respondents believe that international students benefit New Zealand.
The Ipsos Fast Facts survey, which drew responses from all regions of the country, saw 80 percent of respondents highlighting economic benefits, particularly in local communities, as a key reason for their positive view. Local and cultural contributions were also noted with 81 percent saying international students help local students learn about other cultures and ways of living, and contribute to New Zealand’s cultural diversity.
The results of the 2023 survey highlighted the continuing growth in support for international students and their positive impact on New Zealand since 2016 when only 57 percent believed international students helped the New Zealand economy and economic growth.
The proportion of New Zealanders who feel that international students make it harder for New Zealanders to get jobs also decreased from 34 percent in 2018 to 24 percent in 2023.
However, some respondents expressed concern that some international students use the New Zealand education system as a means to residency, while 32 percent felt New Zealand’s infrastructure in housing, transport and medical services is not well equipped to allow for international students.
Marie said the positive result from the domestic survey was also good news.
“International students have always been a significant contributor to regional economies. It is particularly pleasing that there is strong awareness and support of the cultural exchanges that happen when international students learn alongside New Zealand students and participate in our communities. While the research identified some challenges, the definite trend in awareness of the benefits international students bring to New Zealand is very positive for the future.”
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Our role
Education New Zealand Manapou ki te Ao (ENZ) is a Crown Agent under Schedule 1 of the Crown Entities Act. ENZ has a dedicated focus on international education and brings the New Zealand Government’s goals for international education to life, bringing benefits to New Zealanders and international learners.
We promote New Zealand as a study destination and support the delivery of education services offshore. We also administer scholarships to support New Zealanders studying overseas, particularly in Asia and Latin America.
Specifically, ENZ...
- leads the future thinking of New Zealand’s international education industry, and drives forward future activities for growth of the industry
- facilitates education industry capability so providers can effectively recruit and support international students
- helps the education industry to identify new opportunities for growth
- leverages the offshore promotional activities of other NZ Inc agencies - such as the Ministry of Foreign Affairs and Trade, Immigration New Zealand, Tourism New Zealand and New Zealand Trade and Enterprise - to raise the profile of New Zealand education
- works closely with other New Zealand agencies to create an environment in which international education can grow and international students can flourish
- provides information to prospective international students and their families about studying with New Zealand
- works with other agencies and the education industry to ensure international students continue to receive a high quality experience while living and studying in New Zealand
- spreads the word about the social, cultural and economic benefits of international education within New Zealand.
Our vision
Transforming lives through international education experiences.
Our outcome
ENZ aims to achieve the outcome of the New Zealand International Education Strategy (NZIES) of enabling a thriving and globally connected New Zealand through world-class international education.
The NZIES 2022-2030 sets out a path for the future of our sector. It guides ENZ’s goals and activities under two focus areas and three goals.
Over the next four years, with Te Tiriti as its foundation, ENZ will achieve its vision by:
- empowering New Zealand's international education sector
- connecting New Zealand education globally
- partnering for mutual economic, social and cultural benefits.
The Manapou ki te Ao Strategy 2023-27 has four goals aligned to the NZIES. The fifth goal – Driver operational performance – underpins the others.
ENZ Strategy 2023 - 2027
For further reading:
Our work to support Māori Crown relationships
ENZ is committed to giving practical effect to the Crown's Te Tiriti o Waitangi (Te Tiriti) responsibilities in our work and giving effect to Te Tiriti obligations in the Education and Training Act 2020. We take a wide and deliberate view of Te Tiriti to build understanding of what it means and how it can contribute to international education in practice.
ENZ is implementing He Rautaki Māori, our Māori Strategy, by weaving the following Ngā Whainga (key objectives) into our activities:
- Facilitating strategic partnerships and connections with indigenous iwi/hapu and Māori providers to deliver international education with, and for, indigenous and Māori communities.
- Embedding the principles of ENZ's Te Tiriti o Waitangi framework into all facets of operation to present the education system as valuing a Māori world view.
- Supporting public sector objectives in Māori-Crown relationships
- Continuing to weave te reo me ōna tikanga into ENZ's purpose, which is to spread the word about the social, cultural, and economic benefits of international education within New Zealand.
Who we work with
ENZ works with New Zealand’s diverse international education industry, organisations and companies that cover seven sectors:
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International student employment: overcoming barriers
The panel, chaired by ENZ’s Director Student Experience, Hayley Shields, featured a diverse and informed range of views from
- Brett Berquist, Director International at the University of Auckland
- Dr Cate Gribble, Senior Research Analyst at the University of Auckland
- James Koo, former international student and founder and CEO of Niesh, a free student discounts app
- Paul Hickey, Managing Director at SpeakData
- Charan Mohan, former international student and now Business Intelligence Analyst at SpeakData.
Dr Cate Gribble talked about the need to raise awareness of the benefits to businesses of employing international students to counter employer concerns around the challenges of international student employees, including perceptions they won’t fit culturally, their English will be limited or that their visa situation will make paperwork too challenging. Students also find their international work experience in their home country is not always valued here, and employers often require New Zealand citizens or Permanent Residents.
Brett Berquist added that we need to counter the perception that international students will not stick around.
“The reality is that all students, both domestic and international, are equally mobile. Employers need to stop thinking Kiwis make employees for life, and that international students are a flight risk.”
James Koo said the lack of transparency around these concerns is a challenge for international students. As a result, many international students end up sending a generic CV and cover letter to any and all available jobs, too discouraged to spend time tailoring their CVs to each role.
James also noted that student expectations can sometimes be unrealistic, and some students expect to work in large, prestigious companies whereas most New Zealand companies are SMEs – which he noted can actually offer more opportunities and experiences for students and recent graduates.
SpeakData’s Paul Hickey then talked about his experience hiring international students, such as fellow panellist Charan Mohan. While Charan clearly had the hard skills required for his company, Paul needed to be convinced of his soft skills, which he calls being ‘Kiwi-ready.’
“Often, international students come into interviews and talk solely about their studies and qualifications when actually, we’re just as interested in hearing about their interests outside of work.“That social aspect plays a big part – sharing a story about kayaking in Taupo at the weekend or going to an All Blacks game is an easy way to connect with Kiwi employers.”
Paul also talked about the need to work with institutions to create a pipeline of talent.
“Employers often take a short-term view and hire people ‘just in time’ rather than looking ahead, whereas if you expect to have 10 new positions available in two years’ time, why not try to establish a pipeline for talent through local institutions who can connect you with new graduates with relevant skills?”
Panellists also agreed that having internships and work experience in education programmes will also help international students get into the job market when they graduate.
Brett concluded that while all these approaches can reduce barriers, ultimately, a strategy is required – supported by data that is already available in reports such as the Ministry of Education’s ‘Moving Places’, ENZ’s Beyond the Economic and Immigration New Zealand data.
It is an ongoing discussion that will continue to be in the spotlight in New Zealand as the industry works to meet international student expectations of global employability.
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Getting to know the Chinese government education agencies
To introduce Michael Zhang, incoming Regional Director Greater China and to farewell outgoing director Miranda Herbert, the China team at Education New Zealand Manapou ki te Ao (ENZ) met with key education agencies in Beijing in October 2022.
“The meetings were an opportunity to reaffirm the long-term good relationship between New Zealand and Chinese government education agencies,” Michael Zhang says.
“We were able to share updates about recent work, hear from each agency about their plans, and discuss possible opportunities for future collaboration with New Zealand institutions.”
Ministry of Education, People’s Republic of China (MoE)
The Ministry of Education is the key government body responsible for the development of China’s education system, from early childhood education through to higher education. Key focus areas include the development of national strategies, policies and plans for education reform and development.
The Department of International Cooperation and Exchange coordinates the Ministry’s engagement with foreign countries. The Department’s key functions include:
- Managing and guiding international education cooperation and exchanges
- Drafting guidance and policies for the management of Chinese students studying abroad, international students studying in China, Chinese-foreign cooperative joint ventures and schools for foreign children
- Supervising international cooperation and exchanges in the education sector
- Guiding the work of education departments/divisions in Chinese embassies/consulates
- Planning, coordinating and guiding the teaching of Chinese as a foreign language
- Conducting educational cooperation and exchanges with the Hong Kong Special Administrative Region, the Macao Special Administrative Region and Taiwan Region of China.
L to r: Rosemary An (ENZ), Kieran Knight (MFAT) Director You Jia (China MoE), Deputy Director-General Chen Dali (China MoE), Director-General Liu Jin (China MoE), H.E. Clare Fearnley (NZ Ambassador to China), Michael Zhang (ENZ), Miranda Herbert (ENZ)
New Zealand’s Ambassador to China, Clare Fearnley, hosted a lunch on 27 October 2022, for China Ministry of Education Director-General Liu Jin and his team, in partnership with ENZ.
Both sides emphasised the value and warmth of the bilateral education relationship, underpinned by a long history of cooperation and several recent milestones despite the challenges of COVID.
There was strong interest to build on the positive ministerial engagement in August and the upcoming 10th Joint Working Group in late November, including hopes for high-level visits next year in both directions. Opportunities to engage with China MoE include high-level visits, and policy advice through ENZ’s China team.
Chinese Service Centre for Scholarly Exchange (CSCSE)
Initially founded in 1989, CSCSE is a public organization under China Ministry of Education (MOE). CSCSE specialises in offering professional services for international scholarly exchanges, including Chinese students and scholars studying abroad, returnees from overseas, and international students and scholars coming to study in China.
CSCSE is also dedicated to promoting the internationalisation and capacity-building of Chinese higher education institutions, as well as improving education resources through international exchanges and collaboration.
CSCSE is the only official organisation that provides overseas credential evaluation and recognition services in China. The statement of comparability of overseas qualifications issued by CSCSE is widely recognised by Chinese employers and institutions from various sectors. CSCSE is an active member in the international education community, facilitates global talent mobility and improves international recognition of qualifications. CSCSE has long-term partnership with foreign qualifications authorities, including NZQA.
CSCSE manages and executes the China International Education Exhibition Tour (CIEET), which New Zealand has regularly attended in past years. CSCSE also organises the China Study Abroad Forum in March each year, in which ENZ is a regular speaker and participant.
L to r: Xu Chenxing (CSCSE), Director Yu Haiying (CSCSE), Miranda Herbert (ENZ), Deputy Director-General XIA Jianhui (CSCSE), Michael Zhang (ENZ), Rosemary An (ENZ)
Opportunities to engage with CSCSE include student recruitment fairs, study in China, international conferences, verification of foreign credentials, and transnational education programmes.
China Education Association for International Exchange (CEAIE)
CEAIE was founded in 1981 as a not-for-profit organisation to encourage international exchange and cooperation. It is a key organisation in facilitating foreign engagement with the Chinese education system.
Headquartered in Beijing, it has provincial associations for international exchange in 31 provinces, autonomous regions and municipalities in China, as well as local chapters in 16 major cities. It has relationships with more than 170 education organisations in more than 50 countries (including Universities New Zealand). CEAIE has been granted Special Consultative Status with the Economic and Social Council of the United Nations and has established official relations with UNESCO.
Every year in October, CEAIE organizes the China Annual Conference for International Education (CACIE), and the China Education Expo (CEE) both of which ENZ attends. New Zealand was designated Country of Honour at the 2015 conference and expo, which has provided remarkable marketing exposure for New Zealand education. Miranda Herbert from ENZ attended CACIE in October 2020 as a VIP guest and delivered a keynote speech, and in 2021 received a prestigious award recognising ENZ as an ‘outstanding international partner’. Among its activities, CEAIE supports major people-to-people dialogue and exchange mechanisms with partner countries and provides quality assurance services for China-Foreign cooperative transnational education programmes.
Currently, there is strong collaboration between the New Zealand education sector and CEAIE, and their initiatives across various sectors. The university sector held the 5th NZ-China Higher Education Forum with the support of Universities New Zealand and CEAIE on 10 November 2022. CEAIE also expressed interest in collaborating with the New Zealand school sector around Sister School Programmes and exploring opportunities to facilitate Leadership and Capacity building. ENZ is following up with CEAIE on the leadership opportunities and plans to run an Expressions of Interest process once more details are available.
Opportunities to engage with CEAIE include student recruitment fairs, conferences, school cooperation, training, and Quality Assurance for joint programmes.
Positive meetings were also held with other agencies affiliated to China MoE, including the China Center for People-to-People International Exchange (CCIPE) and China Scholarship Council (CSC).
CCIPE highlighted the growing strength and success of our Early Childhood Education Symposium, while CSC emphasised their desire to see increased numbers of Chinese scholarship students choose New Zealand for their studies, particularly at PhD level. All eight New Zealand universities have signed MOUs with CSC. New Zealand students can also study in China on fully-funded scholarships, by applying directly through CSC. There are programmes in English and Chinese: CSC Scholarships | China Scholarship Council | Chinese Government Scholarships (chinesescholarshipcouncil.com)
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Minister congratulates education community on 2015 results
Mr Joyce made the comments in his media release issued this week about the 2015 International Education Snapshot Report. New Zealand’s international education industry grew to 125,011 international student enrolments in 2015.This is an overall increase of 14,748 enrolments and every region experienced growth.
“New Zealand is increasingly being recognised for the excellent education and study experiences it delivers to both local and international students,” Mr Joyce said.
“The benefits of international education extend well beyond the economic contribution to the economy. Young New Zealanders live and learn alongside people from other countries, increasing their understanding of other cultures and boosting our links with the world. These links are vital for us to prosper in an increasingly Asia-Pacific world,” says Mr Joyce.
Tuition fee income received from international education reached $1 billion for the first time in 2015. Fee income reached $1.029 billion, a 17 per cent increase ($146 million) on 2014. Statistics New Zealand recorded the value of education exports as $3.1 Billion for the year to March 2016.
The fastest growing markets for New Zealand education in 2015 were India with a 45 per cent increase in international student enrolments (9,013), China up 13 per cent (3,881), and the Philippines up 83 per cent (1,648).
“While most of this growth has been good for New Zealand, it is important to ensure that all student recruitment in fast-growing markets like India is done within the rules and regulations that New Zealand sets. The new Code of Practice for Pastoral Care of International Students that came into force last Friday makes it clear that all New Zealand tertiary providers are responsible for the activities of their agents,” says Mr Joyce
Auckland continues to be the largest region for international student enrolments with 63 per cent of enrolments, similar to 2014. Canterbury has 8.4 per cent of enrolments (an increase in enrolments of 13 per cent to 10,547), and Wellington has 5.9 per cent (an increase of 9 per cent to 7,456) of international student enrolments.
Education providers also welcomed more students in Nelson/Tasman (21 per cent growth), Bay of Plenty (22 per cent), Southland (18 per cent), Waikato (7 per cent), Northland (6 per cent) and Hawke’s Bay (4 per cent).
“It is important that regional New Zealand shares fully in the growth of our international education sector and it’s great to see strong growth in many regions. Education New Zealand will continue to develop their new Regional Partnership Programme to promote the benefits of studying in each regions,” says Mr Joyce.
The International Education Snapshot: 2015 full year report is available here.
The Student Visa Dashboard to May figures are available here.
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Around the world in five
ASIA
APAIE: International education critical for Asia’s diplomacy, ambitions
International education in Asia Pacific has been a critical diplomacy tool for the region – one that is becoming all the more essential given the tempestuous global political landscape. Fostering a global outlook among students and facilitating people-to-people exchange is crucial, and international education can achieve what politicians are unable to, building positive relations between people and even countries, where relations are poor.
JAPAN
Push for foreign students to stay on to work in Japan
It is now a top priority that international students attending Japanese universities stay on in the country, with the government offering new incentives such as subsidised company internships, help with finding jobs on graduation, stepped-up Japanese language courses and more streamlined processes for work visas after graduation.
GERMANY
Germany is 'best country for international students', above UK
When students think about studying in a foreign country, their destination of choice tends to be either the United Kingdom or the United States, but a new study argues that Germany is now the best option for international students in Europe. The study ranked 30 European countries according to education, costs, life and career. Germany came on top with a total score of 83.2 out of 100 – far ahead of the UK, which scored 69.8.
CANADA, AUSTRALIA
Canada, Australia woo international students
Canada and Australia have goals to attract more international students to their universities, with policies that include more relaxed visa procedures, work rules and paths to citizenship. Given the current unsettled political climate in the U.S. and the United Kingdom, Canada and Australia are emerging as attractive education destinations for prospective international students.
CHINA
China sees 11% growth of international student enrolments
The number of international students in China continues to climb, reaching 442,773 last year, and putting it on track to reach its target of hosting half a million international students by 2020. Korea was the top source country, sending just under 16% of all international enrolments. The US, accounting for 5.4% of all students, was the second-highest sending country, followed closely by Thailand.
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Recovery plan for the international education sector
The Minister of Education has announced a long-term recovery plan for the international education sector.
It includes a $51.6 million investment from the COVID-19 recovery and response fund to help reset New Zealand’s international education sector.
The Plan consists of three concurrent workstreams that focus on stabilising the international education sector, strengthening the system, and accelerating the transformation of the sector as signalled in the 2018 International Education Strategy.
It includes:
- $20 million in support for state and state-integrated schools to continue to employ the specialist international workforce to provide teaching and pastoral care to international students in New Zealand this year.
- $10 million targeted and immediate funding to private training providers of strategic importance (including English language schools) to preserve the foundations of the sector. MOE is developing eligibility criteria which will be implemented by TEC; providers can apply to TEC from mid-August.
- $1.5 million for English Language Schools to deliver English language training to migrants to help them to succeed in our schools and communities.
- $6.6 million to continue pastoral care and other activities normally funded by the Export Education Levy.
- $500k for NZQA to ensure the quality of New Zealand education being delivered offshore, and continue strengthening ongoing quality assurance processes.
ENZ will administer:
- $3 million for marketing and brand protection activities to keep New Zealand’s education brand visible in key markets and to ensure we capitalise on the strong international reputation New Zealand has gained through its handling of the COVID-19 crisis.
- $10 million to develop new future-focused products and services to drive growth in our system onshore and offshore, to ensure a more resilient sector. This will include:
- An offshore pathways initiative to enable learners to begin their New Zealand education journey from their home country and to study programmes that pathway directly into bachelors and masters degrees in New Zealand, providing greater flexibility for learners and resilience to shocks.
- A New Zealand digital platform to provide a single strong New Zealand brand and presence to enable New Zealand providers to deliver their education products and study programmes to more people offshore, and to meet changing learner needs.
Education New Zealand will also support and drive the Recovery Plan through its annual activity. This will include brand positioning, maintaining engagement with students, partners and agents offshore, student retention and transitions, building the international reputation of New Zealand education, and working with the sector and regions on innovation and new modes of delivery.
The Ministry of Education has developed criteria for the allocation of funding for Private Training Establishments (PTEs) and English language schools, to be implemented by the Tertiary Education Commission (TEC).
Fund for PTEs in financial difficulty due to COVID-19
The Private Training Establishment (PTE) Targeted Assistance Fund (TAF) closed on 11 September 2020.
PTE ESOL Provision Fund
The PTE ESOL Provision Fund closed on 28 August 2020.
Further information
- Download the Recovery Plan outline here
- Read the Minister of Education's release
- Cabinet Paper - A Strategic Recovery Plan for the International Education Sector
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What do Kiwis think about international education?
Our sector’s successful future requires the public and other stakeholders to know about, and value, international education.
ENZ Director Student Experience & Global Citizens, Sahinde Pala, says the research shows us international education is not front of mind for most New Zealanders.
“However, when the benefits of international education were explained to the research participants, most were really onboard. They were also surprised they hadn’t heard it being talked about publicly and in the media.”
Participants responded extremely positively to the fact international students spend in their community, including to help create jobs across many sectors.
Sahinde says the research showed it is vital that communications broaden the conversation. This means sharing stories about the rich full breadth of other international education benefits New Zealanders care about now including, global citizenship, cultural diversity, tourism, and the fact education is a way to share our innovative ways of thinking, learning and living to benefit the world.
Great fresh insights into how to communicate with Kiwis
Sahinde notes this research gives us the first understanding of the ‘profiles’ of New Zealanders regarding international education – promoters, passives and detractors – and how to share communications that will increase public support.
Encouragingly, half of the NZ population are in the promoter group, with a further 47% in the passive group, and only 3% in the detractor group.
“The greatest social licence gains can be made through the ‘promoter’ group which makes up half of Kiwis. These people either know about international education or they fit a profile of having experiences or attributes that mean they are interested in New Zealand’s place in the world and cultural connectivity. The really great news is promoters will talk to others about international education if they hear it being discussed, and in a way that is meaningful to them.
“This is the task for all of us across the international education system,” she says.
The research also shows that two-thirds of New Zealanders are supportive of students coming into the country in 2021. “This is helpful to understand as we want to ensure those who have stayed and those who come this year receive the manaakitanga Think New promises them,” Sahinde says.
Putting the research findings to work and next steps
Using the insights from this research, ENZ is developing a communications toolkit, including ‘right fit’ messaging, for those in the international education system to use in their own public and stakeholder communications. This is scheduled for release in May.
The toolkit will sit alongside this research, and ENZ’s new regular The Insight Story publication, which provides international education data and insight, as social licence tools to help increase awareness and support for international education.
ENZ is also increasing its own communications to help increase awareness of what international education is, where it is going under the Recovery Plan and NZIES and ultimately, how it benefits students, New Zealand and our global relationships.
ENZ will continue research to understand perceptions and support for international education, including to look at ways of getting real time insights into public sentiment and support.
Read all about it!
The report is now on IntelliLab.
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Around the world in five - June 2022
International
‘Value over volume’ heart of NZ international strategy
Education New Zealand marks reopening of borders with new global campaign
Education New Zealand launches new marketing campaign
New Zealand confident of international enrolment’s Covid recovery
Te Pūkenga seeks to drive NZ internationalisation
New Zealand moves to active footing for student recruitment with new national strategy
Investing in skills of future can add $8.3 trillion to global economy: WEF
UCAS report: UK set for HE growth, shows factors in student decisions
Students’ pick for top study abroad destination? Survey says…
New Zealand
Education Minister Chris Hipkins jets abroad to woo international students
Vanessa hones in on her passion
Tertiary institutions ready to welcome back international students
International student market unlikely to recover quickly, agents warn
When will SIT's international student numbers bounce back?
Brazil
New Zealand reopens its borders to exchange students and wants Brazilians
Chile
Ambassador of New Zealand met with rector of the UCN
China
Chinese students more reluctant to study abroad post-COVID
UK Private Schools Face Curbs On China Links In Beijing’s Education Crackdown
India
Indian Kid Among 8 Students Redesigned Graduation Gowns for New Zealand Universities
Indian child among 8 students redesigned graduation gown for New Zealand universities
‘Education quality, cost of living abroad among worries for desi students’
31% teachers in India not proficient in digital tools, 79% still undergoing training: survey
48 foreign universities interested in UGC’s twinning initiative
Latin America
New study reveals COVID’s impact on region’s universities
Thailand
United States
A few observations from the NAFSA conference
Domestic pastoral care learnings in NZ schools
Viet Nam
