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Tauranga-based group visits Korea
E-News caught up with one of the organisers of the visit, Education Tauranga’s Anne Young.
What led to the decision to visit Korea as a group of institutions?
Education Tauranga’s 2013-2017 strategy focuses strongly on collaboration between member institutions. We find that we can make more of an impact in a market as a group, and, with a diverse range of institutions participating in activities, we can demonstrate the pathways that exist within our region to cater for all levels of education.
Korean students are enrolled in the full range of education institutions in Tauranga – from primary right through to tertiary. This is one of the reasons Education Tauranga’s Korean student numbers have continued to rise in 2015, while declining in New Zealand overall. We also attribute our success in Korea to the fact that we have committed local agents, strong local government support, highly effective links with the Korean community in the Western Bay of Plenty and institutions that provide excellent education and care to all international students, including those from Korea.
In choosing Korea as our group visit destination, we were able to further capitalise on our already strong position in that market.
What are the advantages of a group visit such as this?
The main advantage of a group visit is that it’s easier to get noticed and to secure meetings than when you’re an individual institution travelling on your own. Promotional costs can be shared, too. In our case, 21 institutions were pitching in, meaning our advertising dollar went a lot further, resulting greater numbers of prospective students at our fairs and good attendance of officials at other events.
Having trip organisers taking care of all the planning, organising and bookings meant it was a much more efficient process for everybody. It also alleviated stress for some first time travellers to Korea who didn’t have to face many of the challenging ‘unknown factors’ that can pop up when organising your own recruitment trip.
What are the downsides?
I don’t think there are any particular disadvantages to marketing as a group offshore. However, there are challenges in the logistics of dealing with such a large group, such as transport arrangements and getting everyone to where they need to be on time, as well as ensuring that planned activities are of benefit to all institutions from a range of sectors.
What were the highlights?
We attracted over 400 prospective students through our fairs which was a great success for one small region of New Zealand. The students who came along were already pretty well informed about Education Tauranga’s education offerings, demonstrating that the effort that we put into advertising prior to the events hit the mark!
Several alumni families also attended the events, and it was wonderful to see them engaging with prospective students and their families and giving their perspective on what studying in our region is like.
The support of big New Zealand brands such as Zespri was also fantastic; their product promotion at our fair went down really well.
Being hosted at the New Zealand Residence by the Deputy Head of Mission to Korea and Education New Zealand was also a highlight as we were able to recognise the contribution they had made to ensuring our activities were a success.
Are there any outcomes on the horizon or promising connections made?
We’re hoping our visit will result in an increase in student numbers from Korea in 2016. The signs are promising so far, with many new students expressing an interest in coming here. Time will tell however!
We have also strengthened relationships with Tauranga’s ‘friendship city’ of Ansan, with a larger study tour group coming in 2016 than came in 2015.
What would you do differently next time?
The visit to Korea was our second regional group visit (we visited China together as a group in March this year) so we already had experience in what did and didn’t work and were able to iron out any issues prior to this trip.
Any hints and tips for together groups thinking of undertaking this sort of group visit?
I think undertaking a visit of this kind is very effective for regions or groups of institutions. My top tips for making your visit a success are as follows:
- Do your research and have a plan. Know exactly what activities you want to do and why
- Involve all participating institutions in the planning process
- Make sure you have support from local councils and your Economic Development Agency
- Enter the market with a strong brand that all participants believe in
- Make sure you have translated materials and have translators who know your product/region
- The work you do prior to arrival is just as important (if not more than) as the work you will do while in country
- Work with ENZ and local Embassy staff
- Leverage your alumni
- Follow up with the people you met with during the visit!
International students help Kiwi kids become ‘Asia-ready’
The Foundation’s recent report, Losing Momentum – School Leavers’ Asia Engagement, shows that fewer than 10 percent of senior secondary school students are ‘Asia-ready,’ and more than half said they are not confident to engage with Asians, even in New Zealand.
Mr Draper says one solution may be to put in place a system where international students from Asia can engage with Kiwi students in a planned and structured way.
In the International Student Experience report by Study Auckland and ENZ, one of the challenges highlighted was international students’ lack of engagement with New Zealand students. International students said cross-cultural connection would make their experience more satisfying and enjoyable, particularly through structured events and organised socialising.
“They want opportunities to engage with New Zealanders and we want that as well for our young people – so let’s engage them in ways that would benefit both them and their Kiwi peers,” says Mr Draper.
“I can’t think of a better way to improve New Zealand students’ confidence to engage with Asian cultures than to have their Asian mates share their cultures with them.”
The Foundation holds ‘Experience Asia’ events in schools across the country where international students teach local students about their culture, such as how to make dumplings, how to play a traditional Asian musical instrument, or teaching martial arts.
Mr Draper says New Zealand school leavers’ lack of confidence in engaging with Asian peoples and cultures is concerning given that New Zealand’s present and future – economically, culturally and socially – are tied to Asia.
“All indicators show that Asia will play a critical role in young New Zealanders’ careers, their personal relationships, and their life experiences. Developing Asia-related competencies will be a necessity for their future,” he says.
Development of new international education strategy underway
Chief Executive Grant McPherson says Education New Zealand is aiming for a strategy that offers a step change in thinking, enjoys wide support and paves the way for sustained quality outcomes for all stakeholders, especially international students.
"International education touches many parts of our country and many individuals, organisations and businesses. We want everybody to see themselves reflected in the strategy. That means casting the net wide in its development."
“We are setting out to challenge and be challenged – we encourage all interested parties to be involved in strategy development.”
International student numbers and the economic value of the international education industry have grown steadily since the Leadership Statement for International Education was released in 2011.
In announcing the development of the new strategy at conference, Tertiary Education Minister Steven Joyce said that while the Leadership Statement set aspirational targets for the industry out to 2025, it is now time for a new plan that offers a clear view of the opportunities and challenges ahead, as well as an aligned strategy across government to inform and lead industry development.
Grant says that the new international education strategy is an opportunity for New Zealand to consolidate its current position and use it as a platform for future growth.
“Building sustainable growth in international education will require a diversified and innovative approach that looks to the future.
“We’re interested in rebalancing the targets across social, cultural and economic values as well as outcomes and experiences.
“While student mobility remains important, we’ll be increasing our focus on our education expertise in products and services which is an area of enormous opportunity for New Zealand.

“We are setting out to challenge and be challenged – we encourage all interested parties to be involved in strategy development.” – Grant McPherson, Chief Executive, Education New Zealand

“It’s also important that the contribution of international education to our regional communities and economies is emphasised in the strategy.”
Work is underway on planning for broad engagement with stakeholders over the next couple of months (see below to register for a workshop), followed by consultation on the draft strategy in January and February. A focus is on making involvement as straightforward as possible for industry participants through online and direct engagement.

Strategy workshops – register now

The strategy workshops are your chance to put your ideas forward and listen to the ideas of others. Please register for a workshop now at info@enz.govt.nz

Wellington, Monday 17 October – 1-4pm
Cliftons venue, Level 28, Majestic Tower, 100 Willis Street

Auckland, Tuesday 18 October – 12-3pm
Cliftons venue, Level 4, 45 Queen Street

Auckland, Wednesday 19 October – 9.30-12.30pm
Cliftons venue, Level 4, 45 Queen Street

Christchurch, Thursday 20 October – 12.30-3.30pm
Tait Communications, 245 Wooldridge Road, Harewood

Tauranga, Tuesday 1 November – 10-1pm
Club Mount Maunganui, 45 Kawaka Street, Mount Maunganui

You will also shortly have the opportunity to share your ideas online. A formal consultation process will begin in mid-December.

We will provide regular updates on strategy development and ways to be involved through E-News.
Diversity and inclusion in North America
“Partnering with marginalised communities around us to confront harm in our past is something we all have to practise,” says course co-ordinator David Wick, Associate Professor, Middlebury Institute of International Studies.
"What was striking was that, from the first in-person meetings, everyone was willing to make personal connections to the content, share their own learning and vulnerabilities, and very curious as to how they can learn from one another to create better learning environments.”
Diversity Abroad, based in US, is the largest organisation focused on diversity, equity and inclusion in international education. ENZ works with Diversity Abroad on a range of initiatives, such as the annual Global Inclusion Conference, as well as partnering to deliver the specially designed course.
Attended by 18 people from NZ universities and ENZ, the three-month certificate course was fully online. Workshops, group discussion, videos, articles and assignments kept the participants highly engaged, and feedback on the course was very positive.

Dr. Anna Foster, Study Abroad and Exchange Manager at the University of Canterbury, says the programme provided a comprehensive exploration of Access, Inclusion, Diversity and Equity (AIDE) in relation to student mobility.
“The programme was really valuable in gaining a deeper understanding of AIDE as it relates to Education Abroad, particularly due to the focus on considering every aspect of the student mobility journey in an end-to-end approach from the perspective of diverse cohorts,” Anna says.
“This has certainly influenced our team approach on an ongoing basis - it has shaped many of the continuing conversations we have around our outreach and processes, and has also helped us consider how we can further partner with both external and internal partners to better support our students.
“I think all of the group also found the programme to be impactful from a self-reflection perspective, prompting some really useful reflection on the backgrounds, biases and perspectives that shape each of us and how we can use this awareness as leaders and in our work with students.”
Anna also appreciated the practical focus of the course, and says her team is now considering some of the barriers to outbound mobility for diverse and under-represented cohorts, and working on strategies to address these.
Sarah Sung, Study Abroad Manager at the University of Auckland, also found the programme very beneficial.
“The programme has given me opportunities to delve into every single aspect of our team’s work through AIDE lenses as well as reflect on our past initiatives relating to diversity and inclusion. I learned that to make diversity work, AIDE should not be seen as a stand-alone project or matter but be embedded in our everyday life and all work,” Sarah says.
Sarah says AIDE conversations will be part of regular team meetings, as well as being integrated into team members’ KPIs and performance reviews, and she is working on a plan to increase participation from under-represented students.
“This includes extensive work in identifying opportunities to collaborate with partners for diversity and inclusion goals, reviewing our scholarship, communications and co-curricular programming for diverse students and developing a system for data collection.”
Lewis Gibson, ENZ’s Field Director North America, also took part in the course and says feedback from the cohort participants demonstrates the need for further AIDE learning in the New Zealand international education sector.
“Hearing from colleagues about the personal and professional measures they are actively putting in place to support under-served inbound and outbound students, as a direct result of this programme, is inspirational,” he said.
For more information about the International Education Diversity & Inclusion Certificate, contact Lewis Gibson at Lewis.Gibson@enz.govt.nz
Showcasing New Zealand education at EAIE 2022
Held from 13-16 September in Barcelona, Spain, the 32nd Annual EAIE Conference and Exhibition attracted more than 200 exhibitors and 6,300 participants for a packed programme of sessions, networking events and plenaries. This was an ideal platform for New Zealand institutions and the ENZ team to meet with key stakeholders, including government and university partners, education agents, and study abroad and pathway providers.
New Zealand’s branded pavilion featured the kākahu (garment) created for German student Malina Grube from the I AM NEW campaign, and attracted attention from European and global education professionals.
Alongside their busy schedule of meetings and appointments, the New Zealand representatives also attended a networking event organised by ENZ, which brought together more than 100 key education partners.
Speaking at the event, ENZ Chief Executive Grant McPherson said the value of New Zealand's education relationships in Europe lies in student mobility, and in the quality of the academic relationships between New Zealand and European partners, the strong research and innovation links between us, and the ties these build beyond the education sector.
“I am proud of the many educational partnerships and connections New Zealand’s institutions have with European counterparts and globally,” he said.

LtoR: Richard Witts, Regional Manager – Africa, Middle East & Europe, Sharon Calvert, Director, International, and Alister Jones, Senior Deputy Vice-Chancellor, the University of Waikato

Ainslie Moore, Interim Director International, the University of Auckland, meets with key contacts

The New Zealand pavilion, with Brett Armstrong, Study Abroad Manager, Auckland University of Technology, in the foreground and the kākahu on display beside the welcome desk.
A flurry of international education events in Europe

September is often a busy time in the world of international education in Europe. To make the most of the time when students are gathering information to support their study-abroad decision-making, the Education New Zealand Manapou ki te Ao (ENZ) European-based team were making their presence felt at various events to support the school and tertiary subsectors grow their European connections and relationships.

This year’s 34th European Association for International Education Conference (EAIE) was held in Toulouse, France and saw a record number of 7,300 delegates from all around the world attend. The New Zealand pavilion had a strong presence with seven of our universities joining the ENZ booth.

Networking in action at the New Zealand pavilion at EAIE 2024 in Toulouse, France.

ENZ’s Associate Director of Engagement in Europe, Olga Elli, said that these conferences are a fantastic opportunity to showcase New Zealand’s expertise and offerings on a global stage.

“These conferences are a place where relationships are started and nurtured. They result in meaningful partnerships, exchanges and projects for the New Zealand international higher education sector.

“They are also an opportunity to showcase the manaakitanga that New Zealand is famous for. We hosted a get-together at the New Zealand pavilion providing New Zealand wine and French cheese, the perfect match to share with our trusted partners in Europe.,” said Olga.

The New Zealand Pavilion at EAIE 2024 plays host to guests with New Zealand wine and French cheese.

While in France, Olga also attended the student recruitment fair, Elevate, in Paris. This was organised by Study Experience, a Paris-based agency. With nearly 800 French students studying across all sectors in 2023, France is the second largest European country sending students to New Zealand. This trend looks set to continue with plenty of interest in the New Zealand stand at the fair, particularly for students looking for full-degree study programmes.

ENZ’s Associate Director of Engagement, Olga Elli, on the New Zealand Stand at the Elevate student recruitment fair in Paris.

After Germany, Italy represents the second largest source of high school students from Europe and in 2023, New Zealand welcomed 227 Italian high school students to our shores. Growing this market and supporting agents to promote New Zealand is therefore a priority for ENZ.

To support this growth, several New Zealand high school representatives and Italian agents were given the opportunity to meet at the New Zealand Embassy in Rome in September. This was a chance to come together, connect and identify opportunities to work together going forward.

New Zealand high school representatives and Italian education agents come together at the New Zealand Embassy in Rome.

The event was initiated by Terry Kraettli, Director International of Epsom Grammar School, with support from ENZ and the New Zealand Ambassador to Italy, Jackie Frizelle.

ENZ’s Market Development Manager for Europe, Adina Stoye (right) with New Zealand Ambassador to Italy, Jackie Frizelle (left) and Terry Kraettli, Director International of Epsom Girls Grammar School (centre).

ENZ’s Market Development Manager Europe, Adina Stoye, said that it was encouraging to see such a strong interest in New Zealand high schools.

“ENZ will be supporting several more initiatives in the coming months to build on this momentum and further grow the Italian market,” added Adina.

If you have any questions about these markets, please contact Adina or Olga – europe@enz.govt.nz
New postgraduate course in international education launched

The first course starts on 16 November 2015, and finishes on 12 February 2016.

E-News caught up with course co-lecturer, Chris Beard, on the development of the course.

What students did you have in mind when developing the course?

This course will assist international programme managers, principals, directors of study, ministry officials, teachers and lecturers who deal with significant numbers of international students and student support professionals. It provides an introduction to international developments in international education, key concepts with application to local contexts, fundamentals of intercultural communication and critical reflection on practice.

How is the course the structured?

International Education is an online 15 point course that can be taken as part of VUW’s Masters in Education (180 points) with options to complete a Postgraduate Certificate (60 points) and Postgraduate Diploma (120 points).

VUW’s School of Education has excellent online courses which can be taken alongside International Education to complete these qualifications. Such courses include: Educational Leadership, Research Methods, Teaching Linguistically Diverse Students and Effective Mentoring and Coaching. More information can be found on our website here.

Is the course delivered solely online?

The course is delivered online and it is possible to complete a postgraduate qualification online. Other blended, on-campus courses are also available to those who prefer a face-to-face style of learning.

What are your expectations for enrolments this year?

Our surveying suggests there’s good demand for a course of this kind, and we’re hoping for around a dozen enrolments in the first cohort. A component of the course includes discussion on an online blog, which enables participants to draw on their professional experience and explore theory-to-practice.

When do you expect your first graduate?

The first graduates (postgraduate diploma and certificate) will potentially finish at the end of 2016 depending on whether students are full time or part time.

Are there similar courses in other parts of the world that have been useful models for the development of this course?

Points of reference have included Lesley University’s Master of International Higher Education and Intercultural Relations (US), University of Sydney’s MEd (International Education) and SIT Graduate Institute’s (US) MA (International Education).

What are this course’s points of difference to others around the world?

The uniqueness of this course is that it is tailored for educators, officials and professionals whose work depends on or is shaped by international education. It is designed to aid critical enquiry and evidence-based practice in an emerging field that is of increasing relevance to schools and tertiary education providers.

A copy of the flyer for the International Education course can be found here.

More information on the course can be found on the VUW website here.

If you have any enquiries about the course please contact:

Chris Beard Chris.Beard@vuw.ac.nz

or

Dr Stephanie Doyle Stephanie.Doyle@vuw.ac.nz
New China Team Members
Felix 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.
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.
Merry Christmas from ENZ
2013 had its usual mix of challenges and successes, but as an industry we’ve still got plenty of reasons to be optimistic. Trends such as the projected growth in international education worldwide, the rapidly increasing demand for international education among the growing middle class in Asia and the relatively untapped opportunities for New Zealand education programmes to be delivered offshore (not to mention the possibilities for significant growth in student recruitment) all bode well for a brighter future.
The launch of the New Zealand Education Story and its associated customisable marketing assets allow us all to tell a shared story as one. This, combined with the new website studyinnewzealand.com, will boost our marketing efforts enormously, helping to drive more inquiries through to your institutions.
I trust the products and services that Education New Zealand (ENZ) developed and delivered in 2013 to support your growth are useful and making a difference. There are more industry support products and services to come in 2014, and these will be delivered alongside the most important collaborative project we’ve initiated this year: the Strategic Roadmaps programme.
The New Zealand International Education Conference held in November was one of the highlights for me this year. As well as enjoying the chance to meet and talk with many of you, I also got a real sense of the collaboration that’s going on in our industry.
Thank you for your continued interest in hearing about the news and opportunities that we bring to you through our e-newsletter. We are committed to improving our communications in 2014, and this will include a review of International Education News, to ensure it continues to provide information and news that adds value to your work.
But for now, have a great summer holiday break.
Grant McPherson Chief Executive, Education New Zealand
EAIE and Erasmus+
The annual event combines conference sessions with an exhibition hall, and a rare opportunity for institutional partners to meet face to face. This year was the biggest yet, with over 5,000 attendees from 90 countries.
For the first time, Education New Zealand hosted a networking reception which was attended by over 100 guests from European institutions. New Zealand wine and a gorgeous venue with a balcony overlooking Prague’s Wenceslas Square created a real kiwi vibe. One New Zealander commented “it made our partners feel really valued”.
Over the week in Prague, our institution representatives were kept busy meeting existing partners, while the ENZ team responded to a steady flow of enquiries from institutions seeking New Zealand partners. Our high-ranking institutions, English language teaching, exotic location and participation in credit recognition arrangements such as the Lisbon Convention make New Zealand institutions highly desirable partners.
One hot topic was the international opening of Erasmus+. Some of the key features of the programme are:
It will provide living cost and travel funding for both European and non-European students and staff exchanges.
- Over the seven year programme, a total of 135,000 grants are planned for international student mobility
- Periods of study could be between 3 and 12 months at any level from bachelor to doctorate degree, and from 5 days to 2 months for staff.
- Principles of the Erasmus Charter including credit recognition and fee waiver must be followed.
For New Zealand institutions the programme provides an opportunity to build brand awareness, and give students and staff an international experience.
A call for applications from European institutions is expected in early October, closing 4 March 2015 for mobility in the 2015/16 academic year. New Zealand higher education institutions interested in taking part in credit mobility should contact a partner university in a European Programme Country, which will be able to apply for funding from their National Agency.
If you would like to discuss the Erasmus+ opportunities you can contact Shelley Robertson in Brussels
Further information about Erasmus+ is available free from the EU Bookshop.