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ATEED launches new Auckland strategy to guide visitor economy
ATEED General Manager Destination, Steve Armitage, says while more visitors are good news economically, the growth comes with challenges.
“People travel to Auckland to experience the many things our region has to offer. For some, it’s the world-class food and wine; for others, it’s the sporting, cultural and business events; or international students, who come from around the world to study at our learning institutions,” said Steve.
“It’s important that we continue to attract visitors to support and create jobs and amenities that benefit locals and visitors…so that Auckland is better off not just economically, but also socially and environmentally.”
The strategy outlines six strategic imperatives and key focus areas, and a comprehensive list of actions to deliver these, with two directly relating to international education:
- A Captivating Place: A region that entices visitors to stay longer and that locals love more than ever. Actions include developing an international student visitor plan.
- A Skilled Place: A region where more young men and women are choosing globally relevant careers in the visitor economy. Actions include developing a visitor sector training and employment strategy for youth and enhancing standards across the service sector.
Destination AKL 2025 was guided by an industry leadership group, and involved extensive consultation including interviews, workshops and discussions, as well as international benchmarking and surveys.
ENZ Chief Executive Grant McPherson, who was part of the industry leadership group, says that ATEED is showing real leadership in the way it is looking at its visitor plan.
He said this is evident in the way the strategy is based around destination management and not just attraction. This should ensure visitors are acknowledged as an asset to the Auckland region – a perspective that will reflect positively on the experience visitors go on to have in Auckland.
“International students are an important part of the visitor community and we are delighted that the strategy reflects this through the inclusion of an international student visitor plan.”
"The strategy has involved significant cross-industry collaboration to get to this point, and the plan is to keep this going. We are very optimistic about the direction Auckland is heading in and are looking forward to working with Auckland to bring it to life.”
Click here to read or download Destination AKL 2025.
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The X-factor: What makes an experience exceptional
Led by Hayley Shields, ENZ’s Director Student Experience, and Jason Cate from TNS New Zealand, a breakout session at NZIEC 2018 did a deep dive into the key findings of the student experience in New Zealand, including economic wellbeing, education experience, social inclusion and health and wellbeing.
Hayley and Jason revealed the highest impact driver of student experience in New Zealand is education quality, followed by lifestyle, environment, and work and career.
“New Zealand’s key strength of education quality specifically relates to the sub-driver of teacher quality – the level of individual respect and recognition students receive from their teachers, and the contribution this makes to personal growth,” said Hayley.
The research also shows that there are multiple drivers and sub-drivers impacting the student experience, including where the student is from, where they are studying, and at what stage of their study journey they are.
“This suggests that New Zealand should continue to support the cultural integration of students and graduates in New Zealand and focus on social inclusion initiatives.
“The longer students are in New Zealand, the more important relationships with locals are.
“Improving experiences that may lead to full time work and career development was also a strong theme and the key experiential weakness in the study. Students expect to be able to access meaningful work experiences as part of their study experience in New Zealand,” Hayley said.The presentation concluded with some key messages for industry to consider:
- Market what is unique and special about the New Zealand education experience as it is a differentiator.
- Consider the key student experience drivers when designing student experience strategies.
- Take a student-centred approach to design and delivery of the student experience.
- How can the international education sector partner with communities to deliver a quality international student experience?
Hayley said it is important to keep in mind that the quality of the student experience directly impacts the New Zealand international education brand.
“The research confirms that student experience is central to international students’ motivations – both in coming to New Zealand and having a long-term positive affiliation with our country.
“A successful student experience generates advocacy for New Zealand and will ensure the sustainability of the sector,” she said.
The ‘Understanding the International Student Experience in New Zealand’ report can be found on Intellilab here.
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NZISA talks student mental health and wellbeing
Held at Victoria University of Wellington, the conference theme was International Student Mental Health and Wellbeing.
Mayor of Wellington, Justin Lester, welcomed delegates, followed by presentations from academics, health professionals and government agencies working with international students. A student panel discussion wrapped up the morning.
NZISA President, Lukas Kristen, said the theme was chosen in response to a growing awareness of the need for international student support services.
“While mental health and wellbeing is an issue in domestic student communities, it is amplified in international student communities due to the separation from family and friends, cultural differences and the lack of culturally trained practitioners.
“The biggest achievement of the conference was that student leaders in attendance are now better informed about where to get help. The workshops really highlighted that help is out there and how impactful it can be.”
Presentations included a plenary on student leadership by Professor Shanton Chang, University of Melbourne, as well as a session on sexuality and diversity. Patrick Au from the Auckland District Health Board delivered an engaging session about building mental health resiliency, and Dr Cathy Stephenson, a General Practitioner at Victoria University, spoke about supporting international student mental wellbeing.
This inaugural conference was, in part, made possible by funding the NZISA received in the International Student Wellbeing Strategy 2017 funding round.
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Around the world in five
CHINA
Plan to introduce universal preschool education
The Chinese government aims to introduce universal preschool education by 2035, including specific goals to make affordable preschool education available for all children by 2035.
FRANCE
New international student recruitment strategy revealed
The French government has revealed a new strategy to help attract half a million international students by 2027, including a global marketing drive.
GLOBAL
The new rules of digital marketing
Agents and educators are reporting a steady increase in the number of students recruited via digital channels, with a third of agents indicating that digital channels now generate 30-60 percent of all new business.
KOREA
Institutions look abroad for revenue, prestige
The number of international students in Korea has increased by 67.5 percent in the last four years to 142,200 students due to active student recruitment, particularly by universities.
UNITED ARAB EMIRATES
Dubai bucks global trend as international students soar
The number of students at Dubai International Academic City (DIAC), the largest community dedicated to higher education in the Middle East, has witnessed a surge in 2018/2019.
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ENZ to test new digital platform for improving students’ experiences
“After two years of research and consideration, we have developed a world-leading digital solution to improve student experience outcomes wherever they study and live in New Zealand,” said ENZ Student Experience Director, Hayley Shields.
Hayley said ‘nau mai’ was both an invitation and a welcome in Māori and, in this instance, a call to action.
The platform, NauMai NZ, has been created in the spirit of manaakitanga – to welcome and respect our visitors, support them as they transition into a new country and culture, aid social inclusion and help them have the best possible experience whilst here.
“Students have consistently told us they require improved access to timely, accurate information, and guidance about the best places to find answers to their questions,” said Hayley.
“NauMai NZ will help international students get the pre-emptive information they need, and make suggestions to support them as they navigate daily life in their new home.”
The new platform will be rolled out in three phases. The first phase will help education providers to meet student needs by directing them to a single source of government information. Information on the site reflects the international student journey from pre-arrival and across the first six months.
“NauMai NZ is directed toward life, work and social connections beyond a school or campus – for example, information on housing and accommodation or the New Zealand accent,” said Hayley.
During the testing period, ENZ will invite a targeted group of students who are studying at a range of providers to engage with NauMai NZ as we prepare for its official launch.
NauMai NZ aligns with a key action in the International Education Strategy launched last August – to continue to improve the availability of clear, timely and customer-focused information about education and immigration to students and providers.
It also embodies the key objectives of the International Student Wellbeing Strategy, launched in June 2017, by providing content supporting and enhancing the social, cultural, community, health and wellbeing needs of international students.
“NauMai NZ is a distinctively New Zealand initiative, and will contribute to setting New Zealand apart as fully committed to the wellbeing of international students and ensuring they have a great experience here,” said Hayley.
“Stay tuned for announcements over the coming months – we will be sharing more once NauMai NZ is confirmed.”
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International education matters
These values are at the core of international education and they are more important now than ever.
Over the past five days, these values have been clearly demonstrated by our Prime Minister Jacinda Ardern who describes New Zealand as a proud nation of more than 200 ethnicities and 160 languages.
“We were not chosen for this act of violence because we condone racism… (or) are an enclave for extremism. We were chosen for the very fact that we are none of these things; because we represent diversity, kindness, compassion, a home for those that share our values, a refuge for those who need it.”
These values are embedded in our education system.
The New Zealand International Education Strategy 2018-2030 also reflects these principles. A key goal is to grow global citizens – to ensure both domestic and international students have the skills and capabilities to live, learn and work globally.
While our country grieves, we have been heartened by the outpouring of love and support within New Zealand and from around the world. It has been encouraging to see student-led compassion at work – Campus Watch initiatives, social media engagement and practical help with transport and food.
Last year, the University of Canterbury’s Student Volunteer Army (SVA) welcomed student leaders from Marjory Stoneman Douglas High School in the US, scene of a deadly school shooting, to discuss student-led mobilisation in the face of extreme challenge. When Friday’s attack happened, the US students were quick to reach out to their Christchurch peers. This is a testament to international education’s ability to foster meaningful and life-long connections.
ENZ will continue to promote New Zealand internationally as an inclusive and welcoming study destination – why? Because international education changes hearts and minds.
Kia kaha, Kia maia, Kia manawanui – be strong, be steadfast, be willing.
Grant McPherson, Chief Executive of Education New Zealand
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Regional partner support
International education benefits the regions of New Zealand by contributing to the economy, supporting workforce and talent needs, and enriching communities socially and culturally. ENZ supports regions to attract and retain international students by co-funding famils or seed funding projects that align with wider government strategic goals and priorities in our work, such as those found in the International Education Strategy 2022 – 2030.
A key aim of ENZ’s work in the regions has been to support a sustainable model of regional international education development. We work alongside interested regional economic development agencies and other relevant bodies for mutual benefit to identify opportunities for development and growth and ultimately achieve a greater balance across regions.
For more information please email: sectorengagementteam@enz.govt.nz
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Around the world in five
AUSTRALIA
Australia to consider July entry for international students
International students may be the first cohort of international travellers that will be exempt from Australia’s current travel ban according to the latest three-step process for exiting lockdown that PM Scott Morrison has outlined.
GLOBAL
Early lessons from moving ELT online: start with what makes your school special
Students – and agents as well – are now faced with a wide range of new online language programmes, and are still measuring the quality of instruction and student experience on offer.
CANADA
Canada: new flexible post-grad work rules
Canada’s government has announced “flexible” post-graduation work permit rules for international students studying at a distance, while individual institutions have introduced millions of dollars in support funds to help students struggling financially as a response to Covid-19.
JAPAN
COVID-19 hits student finances, amid calls for wider reforms
Many students in Japan have been forced to give up university studies for financial reasons, after the country’s coronavirus emergency and lockdown resulted in the loss of part-time jobs and problems with family income.
CHINA
China's top universities cancel entrance exams for overseas students
Universities in China have begun canceling entrance examinations for overseas students, citing coronavirus concerns, as the central city of Wuhan reported a new cluster of cases for the first time since its lockdown was lifted.
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Virtual events around the world
Viet Nam: Career fair at Nguyen Sieu School (NSS)
Representatives from eight New Zealand providers attended a career fair at Hanoi’s Nguyen Sieu School (NSS) last month.
With no cases of community-transmitted COVID-19 for the past six weeks, Viet Nam has started to return to normal life. Schools have reopened just ahead of the end of the academic year.
Usually, the NSS Career Fair only allows in-person representatives from foreign institutions. However, thanks to ENZ’s strong relationship with the school, our institutions were represented by proxy – either an education agent or alumnus. A representative from the institution was also permitted to join via video link.
As a result, New Zealand’s presence was well ahead of our competitors like Canada (with two institutions), the UK (also two), or Australia (three).
ENZ Viet Nam Market Manager Van Banh says this is a great example of how key in-market relationships will be critical as international education looks to conduct usual activity online.
“This year’s NSS Career Fair was an exciting example of how we can incorporate digital technology into our in-person events,” she says.
North America: NAFSA eShowcase
For the first time ever, the world’s biggest B2B international education conference was held entirely online.
More than 9,000 international educators from over 100 countries were expected to attend the conference in St. Louis, Missouri over 25-29 May before COVID-19 forced organisers to take it to the digital world. In the end, over 2,000 attended the eShowcase.
Participants were able to visit ENZ’s virtual booth and engage either through chat or live video conversations at designated times.
New Zealand universities and ITPs had dedicated times to host a ‘Virtual Showcase’, which is a mechanism by which NAFSA exhibitors presented, met or collaborated with attendees via a dedicated Zoom session.
“The process of moving the largest in-person B2B international education conference in the world online has been a big learning curve, not only for ENZ and the individual booths and attendees, but for NAFSA themselves,” ENZ Director of Engagement – North America, DuBois Jennings, says.
“With no live, conference-wide chatroom or method to see a list of conference participants it felt isolating at time on the booth, which is very different from the normal, in-person NAFSA conference. However, it has been a valuable learning experience as the international education industry looks for new ways to connect virtually.”
The official NZ CEE schedule.
China: China Education Expo (CEE)
In late May, representatives from ENZ, all eight of New Zealand’s universities and the NZIST were offered a unique opportunity to engage directly with students from China and their parents.
The annual China Education Expo (CEE) is one of the biggest events in the Chinese international education calendar. But ENZ Market Development Manager, Jane Liu, says this year’s engagement through the virtual platform is greater than they would usually expect.
“Although ENZ has worked with the CEE for years, this is the first time we’ve been collaborated with them online. We can see this being useful to New Zealand institutions even after COVID-19.”
Each university provided a one-hour presentation sharing their programmes and how they can work with interested students once COVID-19 precautions have been lifted. The NZIST representative also gave a detailed introduction to the reforms the ITP sector has recently gone through.
The webinars have garnered a combined total of 1000 views, and have been recorded and hosted on WeChat so that students and parents can watch them at their leisure.
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Future Focus Programme helps Publishers Association go digital
October usually sees many from the book industry depart Aotearoa’s shores for the biggest and most prestigious event on the publishing calendar – Germany’s Frankfurt Book Fair. Travelling to large, international book fairs has long been a standard part of selling New Zealand stories to the world. But with publishers, authors and agents unable to leave the country, and book fairs like Frankfurt increasingly going online, this year called for a new approach.
With support from Education New Zealand and Creative New Zealand, PANZ worked with its publishers to make the most of the Frankfurt Book Fair’s online offering. Central to this is the creation of a digital rights platform to promote and showcase New Zealand books across a breadth of publishers’ lists.
In addition to the Frankfurt fair last month, the platform will be used for other upcoming events, such as the Guadalajara Book Fair in December and the 2021 Bologna Children’s Book Fair.
“PANZ is delighted to be partnering with ENZ and Creative NZ to find new, innovative and effective ways to take New Zealand stories to the world. We know that our writers, illustrators and publishers are producing excellent books across all genres; we anticipate that this new initiative will help us to spread the word even further”, PANZ Director Catriona Ferguson says.
Rights sales in international markets are an important revenue stream for many in New Zealand publishing. In 2019, export rights sales accounted for $22.3 million across the sector. For publishers, book fairs have long offered the chance to network and find buyers in new markets as well as to buy rights to new works to bring home to New Zealand readers.
“Educational publishing is an important part of New Zealand’s international education sector and ENZ is pleased to support PANZ and help create the digital rights platform. We want to help the international education sector look at new approaches to the way they operate in a vastly changed global marketplace. The platform provides a way to promote education products and services digitally and ensure New Zealand products continue to be seen by global markets,” ENZ General Manager – Partnerships and Marketing Paul Irwin says.
The FFP was set up earlier this year in order to provide support to the international sector at a time of great challenge. It provides $1.2 million of funding to help sectors develop new approaches to strategic challenges or opportunities, through grants to peak bodies of up to $200,000 per sector. For more information, head to the FFP webpage.
