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  • From the CE: International education in the spotlight

    Kia ora koutou,  

    I’ve recently returned to New Zealand following a productive visit to Viet Nam with the Prime Minister’s Trade Mission. It was highly encouraging to see international education front and centre of so many conversations. Beyond attracting Vietnamese students to New Zealand, the education relationship between our countries is evolving into deeper collaborations involving education institutions, businesses, and governments. 

    The visit also showcased outstanding examples of educational partnerships across the spectrum of New Zealand’s international education sector, from universities and private training establishments to EdTech companies, highlighting the breadth of collaboration opportunities. 

    Overall, the Mission was a valuable opportunity to raise awareness of New Zealand as a top-tier education destination offering a safe and welcoming environment 

    International education was also a component of Deputy Prime Minister and Minister of Foreign Affairs, Rt Hon Winston Peters’ official visit to China. As part of his programme, the Minister had a warm meeting with Chinese alumni of New Zealand universities. From the report back, it was clear that the New Zealand study experience had left the alumni with a lasting, positive impression.  

    Coming up in May, ENZ will be going into the field for the 2025 International Student Experience Survey. This survey covers a range of topics relevant to the sector, including student decision-making, arrival and orientation, the education experience, living experience, people and connections, and perceptions of value for money. 

    Last year’s survey had 86 percent of international students reporting a positive overall experience of their time in New Zealand, and 41 percent of students giving an ‘excellent’ rating, the highest percentage yet! In case you missed deep diving into specific aspects of the student experience, you can browse through them here. 

    I’ve started packing my bags again, as this weekend I will be joining the Prime Minister’s Trade Mission to India. I’ll be staying on for a further week in Delhi for APAIE 2025. I look forward to updating you in my next column. 

    Ngā mihi nui, 

    Amanda Malu 

    Chief Executive  

    Education New Zealand Manapou ki te Ao 

  • Around the world in five

    Global

    Decline in interest in ‘Big Four’ study destinations

    Interest by prospective international students in the ‘Big Four’ study destinations – the United States, Britain, Canada and Australia – declined by 14% in the year ending January 2025.

    Australia

    The 2025 student: A data-driven analysis of Gen Z and learning abroad

    The landscape of higher education has undergone profound shifts over the past five years. The characteristics, expectations, and financial realities of students in 2018 differ significantly from those of today’s university cohort.

    United Kingdom

    Report projects need for greater diversification in international student recruitment this year

    A new analysis from British Council projects softening student numbers from China and India this year. The report argues that educators will need to extend recruiting efforts across a larger number of markets.

    China

    Chinese universities “hungry” for international partnerships

    Chinese universities are keener than ever to create and upgrade international partnerships, a new white paper has said.

    India

    Could Indian branch campuses bail out struggling Western universities?

    India’s opening up to overseas outposts has injected new life into a form of transnational education.

     

  • Around the world in five

    Canada

    Why international students could be a critical factor in bolstering Canada’s economic resilience

    As Canada navigates strained relations and an escalating trade war with its largest economic partner, international education could be a critical factor in bolstering Canada’s resilience.

    China

    Push to speed up open-source AI adoption by universities

    The government is intent on speeding up development and adoption of open-source AI by higher education institutions, including setting up a government-led open-source collaboration platform, according to new plans shared by the Ministry of Education.

    Australia

    International student policy in the spotlight during Australian election

    Immigration will figure prominently as an issue in this election cycle, including policies related to international students.

    United States of America

    Sector leaders step up legal pressure on US government

    The President’s Alliance, along with 86 US institutions, has submitted a statement supporting the American Association of University Professors’ legal challenge against the administration’s student visa revocations and detentions.

    United Kingdom

    UK staff and course cuts ‘putting off prospective students’

    News of constant job losses and course closures across the UK sector is causing lasting damage to universities’ reputations and may inflict further financial harm by hitting student recruitment numbers, academics have warned.

  • Response to student visa fraud allegations

    Immigration New Zealand (INZ) have become more aware of risk and fraud in some markets including India and measures are in place to identify and manage the fraud. The high visa decline rates are evidence of a significant effort by INZ to manage students who submit false and misleading information.

    India is the second largest source of international students to New Zealand. India is and will continue to form a large part of the international education industry. The vast majority of students who study in New Zealand make a very valuable contribution to our campuses, our workplaces and our society.

    Every day Indian students, alongside other international students, are helping New Zealand to build its research capability and global linkages, to fill skill shortages and enrich our culture. The actions of a small minority must not damage the reputation of a whole nation and undermine the significant contribution the vast majority of international students make to New Zealand society.  

    If there are cases of the rules being flouted, we urge people to report those cases so they can be investigated and addressed fully.

    ENZ works closely with our fellow agencies including INZ, New Zealand Qualifications Authority and the Ministry of Education top ensure that New Zealand continues to have a high quality education system which delivers for New Zealand and international students.

  • New code for student care established

    You are invited to contribute to the development of guidelines that will accompany the new Code.

    Launched by Minister Joyce on 10 March, the new Code better reflects the outcomes expected by students and their families, and the high standards of student support that our industry seeks to maintain.

    Find out more about the Code and the new contract disputes resolution scheme on the Ministry of Education’s website here.

    As the administrator of the Code, NZQA is inviting our industry to contribute to the development of guidelines to help providers understand, in practical terms, what being a Code signatory involves and offer best-practice examples of pastoral care of international students.

    Ensure your voice is heard as NZQA drafts these guidelines. As an industry we want to have a high bar of expected practice when it comes to the pastoral care of students. The guidelines should demonstrate examples of what good practice looks like and what, as an industry, you see as the minimum that should be expected.

    The Ministry of Education, along with NZQA and Education New Zealand would like to acknowledge the important contribution many of you made to the development of the new Code by sharing your ideas and suggestions throughout the consultation process. It is through this sort of industry participation and commitment that New Zealand continues to be at the forefront of best practice in international student care.

    We encourage you to take part in developing the guidelines.

  • Update on the New Zealand Story – Our shared story to support export growth

    The New Zealand Story project is led by the chief executives of Education New Zealand, Tourism New Zealand and New Zealand Trade and Enterprise.

    The Story will:

    • Communicate New Zealand’s values and personality

    • Feel and be authentic

    • Feel different to other countries’ stories

    • Move us beyond place (our landscape)

    • Be a foundation story from which other stories can grow

    • Support growth in export earnings.

    It will help communicate New Zealand’s distinct and unique attributes to international audiences around the world.

    Education New Zealand Marketing and Channel Development Manager Kathryn McCarrison says that while New Zealand has a great reputation in a number of areas, “the New Zealand Story is an opportunity to sharpen and highlight our country’s many qualities.

    “What we have got is a gap between how international audiences see us and the ideal positioning we need to ensure the world ‘buys’ New Zealand.

    “The New Zealand Story will fill that gap so that exporters don’t have to spend half their meetings in international markets explaining why New Zealand is great. They can get straight into saying why they are great.”

    The New Zealand Story will be a foundation for more specific stories about individual businesses and sectors like education. It will help give the stories told in international markets by individual companies and organisations a common voice when talking about New Zealand.

    The Story has been tested and accepted by businesses and consumers in six markets –Australia, China, USA, Jakarta, India and Germany.

    Leaders from New Zealand’s primary sectors, manufacturing services, export education, Māori and wider government have also had extensive input into the story’s formulation.

    The project is now in its creative development stage. A toolbox for industry will be developed that will include images and videos to help ‘NZ Inc’ partners (from both the public and private sector) tell a consistent story about New Zealand across different sectors and in very diverse international markets.

    This is an exciting development in the marketing of New Zealand globally and one that will help us all tremendously in raising the profile of our own sectors overseas.

  • How New Zealand education compares around the world

    Education at a Glance provides comparable national statistics measuring the state of education worldwide. The report analyses the education systems of 34 OECD member countries, as well as Argentina, Brazil, China, India, Indonesia, Russia, Saudi Arabia and South Africa.  Most of the recent data in the report relates to 2011.

    The findings show New Zealand is performing well.

    In terms of international education, key findings include:

    • New Zealand has the 11th largest market in absolute market share terms (at 1.7 percent), about the same as last year, but much higher than its share in 2000 (0.4 percent)

    • In 2011, we ranked fourth in terms of proportion of tertiary-level students who were international (16 percent). In particular, we had the highest proportion of diploma-level students who were international (at 21 percent ), and the fifth highest (with 13 percent ) at degree level

    • The level of international doctorate students has continued its significant rise since 2005 (since the introduction of domestic-fees policy). Nearly 40 percent  of doctorate-level students were international in 2011 (the third highest level after UK and Switzerland).

    The report shows that New Zealand is:

    • investing 7.3 percent of its GDP in education - the seventh highest in the OECD

    • ·investing 20 percent of all public expenditure in education, which is the second highest percentage in the OECD

    • in the top third of countries for participation in early childhood education - 95 percent of four year olds enrolled in 2011

    • in the top 10 of the OECD for the highest proportion of tertiary qualified adults, with 39 percent of 25 to 64 year-olds and 47 percent of 25 to 34 year-olds in New Zealand having a diploma or higher qualification

    • increasing significantly the number of 15 to 19 year olds enrolled in study - 81.5 percent in 2011, up from 74 percent in 2008.

    The OECD report, Education at a Glance 2013 is available here

  • New China Team Members

    171013 felixFelix Ye, formerly Director of International Students at Auckland Grammar School, has just begun work as our Education Manager based at the New Zealand Consulate-General in Guangzhou.  “Felix is perfect for this role”, says Alex.  “Having spent the past 11 years in a variety of international education positions in both public and private institutions, Felix comes to us with strong and proven credentials and networks.”  Additionally, “Felix originally came to New Zealand as an international student, and has a valuable innate understanding of the kinds of drivers and factors that go into the decision to go overseas to study,” says Alex.  “Felix understands ‘Why New Zealand?’ – and can clearly articulate this to prospective students”. 

    “I am very excited, both personally and professionally, to have this opportunity to work for ENZ in China and to grow our links with the South”, says Felix.  “Guangzhou is my hometown, and there is a lot of potential for New Zealand here.  Guangdong is already the number 1 source province for Chinese students in New Zealand, and with an ENZ presence now here – we are well-placed to develop the education relationship even further”.

    Felix is a fluent English, Mandarin, and Cantonese speaker, and will have responsibility for growing education business in Southern China, (Guangdong, Guangxi, Fujian, Hainan, Hunan), Hong Kong and Macau.  To connect with Felix, drop him a line at felix.ye@enz.govt.nz.

    171013 sam

    Sam Mackay, another familiar face to many, will soon be joining the China Team, based with Alex, Li Zhi, and Rosemary An at the New Zealand Embassy in Beijing.

    “Sam will be joining us as Senior Education Manager from the end of November, with responsibility for the government-to-government/policy side of the bilateral education relationship; as well as on growing education business”, says Alex. 

    Sam has a long history in international education, both at the government and institution level.  Sam has previously worked on the China relationship at our Ministry of Education; and has studied Mandarin in Beijing, where he also worked at the New Zealand Centre at Peking University.  “Sam comes to us with a robust international education and policy skillset and a solid understanding of both New Zealand and China”.

    Sam will be kick-starting his China work at the ENZ Conference in November, where he will represent the China Team in giving overview of China opportunities.  Sam can be reached at sam.mackay@enz.govt.nz.

  • Positive trends signal growth

    "While the effects of increasing competition linger, hard work by many across the industry is turning the tide," says ENZ Chief Executive Grant McPherson.

    Overall, there were 97,283 international students enrolled at a New Zealand education provider in 2013 – 1.8 per cent less than in 2012.

    "This figure is the result of a really hard start to 2013, where from January to April numbers were 5 per cent down on 2012.  Growth since then helped offset some of the decline; from May to December student numbers increased by 4 per cent on the same period in 2012."

    "There’s no doubt numbers do vary sector by sector and market by market, but I’m confident we’re at a point where they’re heading in the right direction. As an indicator for this year, total student visas approved from January to March 2014 are up 22 per cent on 2013," says Grant. 

    Highlights from the report include growth in students from China and India, with both countries increasing by 3 per cent on 2012.

    "These are countries where ENZ has made a significant investment. This investment is reflected in increasing awareness of New Zealand education – our brand awareness is trending up in China and India and preference for New Zealand as a study destination is level with Australia. We’re starting to get noticed, although we’re still well behind UK and USA.

    "In Japan, where enrolments grew 7 per cent between 2012 and 2013, we have also seen our consideration levels increase from 33 to 39 per cent."

    In conjunction with the snapshot report, the Government released another report – the Business Growth Agenda Leadership Statement for International Education Progress Update. 

    The report sets out progress, since 2011, in achieving the goals of the Leadership Statement for International Education. It outlines key actions by government, and ongoing work to support the growth of international education.

    "International education is New Zealand’s fifth largest export industry, contributing $2.6 billion to the New Zealand economy annually, and building links of lasting benefit to our communities."

    "As an industry, we are working together in many ways to increase that contribution. For example, with more than 1,200 people now subscribed to The Brand Lab we’re telling a unified education story internationally. This can only strengthen our brand as a country, paving the way for providers to promote the distinctive strengths of your region and institution."

  • New appointments in South and South East Asia

    Including some new roles to support the existing and potential opportunities the region offers New Zealand education providers. 

    “The SSEA region accounts for around a quarter of all international students in New Zealand and offers significant export education opportunities as well. It is home to two of ENZ’s three tier one markets and our fastest growing market this year – India,” says Peter Bull, General Manager International.

    Peter says the new appointments will increase the depth of in-market expertise in marketing, business development and government relations, as well as ensure strong coordination with NZ Inc agencies and the education sector in New Zealand. 

    Following the appointment of Ziena Jalil, as Regional Director – SSEA from 1 July, the latest additions to the region include:

    Sarah Stabler has been appointed Lead – Public Relations/Marketing (SSEA). This is a new role and aims to provide stronger marketing and PR expertise and leadership in the region to increase awareness of New Zealand as a study destination and to lead the delivery of ENZ PR and marketing activity. Sarah is currently Senior Director at PR agency Baldwin Boyle Shand in Singapore and has more than 16 years of PR and marketing experience in South East Asia. Sarah is based in Singapore.   

    Grant Fuller has been contracted as a Senior Advisor to work on a specific project with ENZ in-market staff and the Business Development team in New Zealand to develop a strategy for realising the many business development opportunities that the region offers. Grant is a former New Zealand Trade Commissioner to Malaysia, Indonesia and Singapore and has considerable in-market experience.  

    Jugnu Roy has been appointed Lead – Events (SSEA). In this role, Jugnu will provide leadership to ENZ’s SSEA marketing staff on developing and implementing an events strategy which supports New Zealand institutional needs. Jugnu has most recently been ENZ’s Marketing and Strategic Relations Manager for South Asia and will continue to perform this function while taking on leadership for regional events as well. Jugnu is based in New Delhi. 

    Francesca Hilbron has been appointed Lead – International Market Manager, South and South East Asia, Japan and Korea. Francesca’s role provides the conduit between ENZ in-market staff and New Zealand strategic relationships. It also provides leadership for activities such as Ministerial missions and bilateral meetings. Francesca has most recently been ENZ’s International Market Manager for South Asia, Japan and Korea and brings useful NZ Inc experience to the role, having also worked for Immigration New Zealand. Francesca is based in Wellington. 

    Johnny Tramoundanas-Can has been appointed International Market Manager, South East Asia and reports to Francesca Hilbron. Johnny has joined ENZ from the Tertiary Education Commission where he was most recently Private Secretary in Minister Joyce’s office. Johnny is based in Wellington. 

    In addition, ENZ will shortly be recruiting for another new role – Marketing and Strategic Relations Manager Malaysia, to be based in Kuala Lumpur. 

    “Malaysia is a very important market for New Zealand given the high value of students who come from there. However, recent changes in-market have meant that our student numbers are down. This role will play an important function in strengthening in-market relationships and strongly driving awareness for New Zealand in this key market,” says Ziena Jalil, ENZ Regional Director SSEA. 

    “There are exciting times ahead for the South and South East Asia team, with ASEAN 2015 commemorations and the Cricket World Cup coming up, among many other activities. Our team is determined to ensure we make the most of these opportunities for New Zealand’s education sector,” says Ziena. 

    For further information on ENZ plans for SSEA please contact Ziena Jalil at: ziena.jalil@enz.govt.nz

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