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Learn New Every Day – new global brand campaign launched to attract international students to New Zealand
The new campaign called Learn New Every Day, delivers a student’s point of view of the first-time experiences international students could encounter in a single day when they study with New Zealand.
ENZ’s General Manager of Marketing and Communication, Geoff Bilbrough, said that 'Learn New Every Day’ is designed to cut through in a very competitive market.
“We wanted to capture the essence of what it is really like to study with New Zealand, taking the perspective of a learner as they encounter new experiences, and convey the excitement and emotion as they go through their day.
“What makes the campaign more memorable is its high energy, positive, contemporary feel. And the first-person point of view approach is unique to the category,” Geoff said.
Geoff went on to say, “The scenes and scenarios in the campaign reflect our core values of a high-quality education and employability/future opportunities. These messages are woven through the campaign through imagery and action involving learners in a range of environments across all parts of New Zealand’s education sector, alongside the well-known adventure and social experiences. The featured imagery reflects what we know international students are looking for in a New Zealand education.”
Learn New Every Day was pre-tested and performed well in in-depth one-on-one interviews with students and parents from China, South Korea, India, and Viet Nam. Feedback was also sought from across New Zealand’s international education sector, who also responded positively to the concepts, their relevance to the young learner, and the clarity of the idea.
ENZ’s Global Brand Manager, Nick Sinclair, said that the campaign involved a mix of current international and domestic students from primary, secondary, and tertiary institutions.
“We had a wonderful time interacting with the international students while capturing these ‘first-experience’ scenes. They were really excited about the opportunity to take part in the decision-making process for other students and their parents as they choose their overseas study destination.
“The campaign communicates what we strongly believe is New Zealand’s competitive edge in the international education market. A New Zealand education experience is as much about the adventure, social experiences, and our unique culture and landscapes, as it is about the high-quality study opportunities that we offer”.
The campaign will run for at least 18 months. It is running initially in China, India, South Korea, Thailand, Viet Nam, and Japan targeting students aged 16 to 24 and their parents across all sectors including high school, university, Te Pūkenga, English language schools and private training establishments. Campaign assets include videos of various lengths, digital banners, and assets for the creation of off-line collateral such as banners, and other materials, in English and the local languages of our target countries.
As well as featuring across paid digital media in these countries, the campaign features on all 10 Study with New Zealand websites, in all communications with prospects that sign up to Study with New Zealand, and across all other ENZ channels.
All images and other campaign collateral can be found on ENZ’s Brand Lab here - Home | Education NZ Brand Lab | The ENZ Brand Lab
For media enquiries contact:
Stephanie Morison,
Senior Communications Advisor
Education New Zealand Manapou ki te Ao
+64 223020104, Stephanie.morison@enz.govt.nz
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Aviation New Zealand heads to Vietnam
Since 2015, New Zealand has been a popular choice for trainee pilots from Vietnam thanks to an Aviation Cooperation Agreement in place between the New Zealand Ministry of Transport and the Vietnamese Ministry of Transportation. Pre-Covid, Vietnam was the third largest source of international pilot cadets to New Zealand and between 2015 and 2022, 126 Vietnamese cadets gained their Commercial Pilots Licences in New Zealand.
New Zealand is now home to four pilot training schools that are audited and approved by the CAAV and Vietnamese airlines. Since the New Zealand border reopened over a year ago, the training schools are once again warmly welcoming back international students from across the globe.
Simon Wallace, Aviation New Zealand Chief Executive, said that the visit by this delegation of New Zealand’s pilot training schools to Vietnam was incredibly important in putting New Zealand back on the radar of Vietnamese students looking to start their professional career as pilots.
Aviation New Zealand Chief Executive, Simon Wallace
“The delegation is showing Vietnam’s pilots of the future, along with Vietnam’s airline industry, why New Zealand continues to be a top training ground for the world’s pilots. With airlines such as Vietnam Airlines, VietJet, Bamboo Airlines and Pacific Airlines all wanting Vietnamese pilots to fly for them, we want to demonstrate why they should train in our schools to help meet this high demand.
“We will also be leveraging this visit to organise an event with representatives from the Civil Aviation Authority of Vietnam (CAAV) following the update of the Aviation Cooperation Agreement that was signed by the former New Zealand Prime Minister, the Rt Hon Jacinda Ardern, during her official visit to Vietnam last November,” said Mr Wallace.
ENZ’s Regional Director, Asia (excluding China), Ben Burrowes added that ENZ was delighted to be supporting Aviation NZ on this visit and the series of events planned from 20 to 24 November would provide a real opportunity to engage, in a coordinated way, with the Government, the aviation regulator and the airlines in Hanoi and Ho Chi Minh City. It also reflects an integrated approach by the New Zealand Government, peak industry body and pilot trainers.
“Engaging with the alumni from New Zealand reflects the critically important role they play in influencing new students to come to New Zealand for training. These alumni now fly for Vietnam’s biggest airlines.
“Not only does New Zealand offer world-class pilot training that meets all the necessary Vietnamese regulatory approvals, but students can enjoy an excellent lifestyle and student experience in any of the four locations around New Zealand in which our training schools are based. I am positive that the alumni will be able to attest to that,” added Mr Burrowes.
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For media enquiries contact:
Van Banh, Market Manager - Asia
Education New Zealand Manapou ki te Ao
Or
Jeremy Ford, CEO (travelling in the delegation)
International Aviation Academy; and
Chairman
Aviation New Zealand’s Training and Development Division.
Or
Simon Wallace, CEO
Aviation New Zealand
Simon.wallace@aviationnz.co.nz
Notes to Editors:
About Aviation New Zealand
Aviation New Zealand represents the interests of the commercial aviation community.
The four pilot training schools approved by the Civil Aviation Authority of Vietnam (CAAV) and Vietnam Airlines to train pilots that can then fly in Vietnam include:
About Education New Zealand Manapou ki te Ao (ENZ) https://www.enz.govt.nz/
Education New Zealand Manapou ki te Ao (ENZ) is the government agency dedicated to international education. ENZ promotes New Zealand as a study destination globally and supports New Zealanders to broaden their horizons through international education experiences beyond our shores.
With approximately 100 staff in 18 locations around the world, ENZ works closely with New Zealand’s diverse education sector including schools, English language providers, Private Training Establishments, Te Pūkenga (Institutes of Technology and Polytechnics), universities; and internationally with NZ Inc agencies, Government agencies and education providers to encourage sustainable growth and identify opportunities.
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2024 ENZ Events Calendar confirmed
ENZ is offering a range of 17 events in seven countries in 2024 including commercial fairs, New Zealand fairs, and agent seminars. The events are broken down as follows:
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2 global events
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9 agent seminars
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5 ENZ student events
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1 commercial event
All events can be found on the events calendar.
Registration
Registration for NAFSA 2024 is currently open. We will be opening events for pre-registration for other 2024 events over the coming weeks.
Pricing
Prices for these events have seen a 10% increase, the first increase since 2015. This is due to an increase in inflation and the resulting rise in event organisation costs. The new prices are as follows (all exclude GST):
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New Zealand fairs $1650
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Agent seminars $275
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Commercial fairs $2750
Please contact events@enz.govt.nz with any questions.
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“Feedback is a gift” - Education New Zealand Manapou ki te Ao’s 2023 Sector Survey
We would like to thank the many respondents who took the time to answer the survey, including universities, schools, Private Training Establishments, English Language Schools, education product and services companies, Te Pūkenga, peak bodies, and regional economic development agencies.
Undertaken annually, the survey helps ENZ to understand what is important to the sector, what services and support provide the most value, and where there are opportunities for ENZ to improve our offerings.
In 2023, 73% of the sector agreed that ENZ’s services and support over the past year had added value to their organisation, Business and market advice and E-News were ranked as the most useful services.
Areas such as ENZ’s in-market advice and informed intelligence were highlighted as being helpful to the sector in making timely, informed decisions, as is the support to re-establish and consolidate presence in existing markets while exploring new growth opportunities. The opportunities that ENZ provides for international partnerships was also highlighted as helpful.
The survey is also important in identifying the areas in which the sector would like ENZ to focus more. This included more advance notice on upcoming events and opportunities, providing more clarity on the range of services and support available and building more strategic partnerships across the wider sector.
Sharon-May McCrostie, ENZ’s Director of Sector Engagement said that while this survey is held annually, ENZ welcomes ongoing feedback on how ENZ can best support the New Zealand international education sector to grow.
“These surveys are considered an important scorecard for us to understand where we are meeting expectations with our stakeholders but also opportunities to improve our support to the sector.
“Looking ahead to 2024, the sector has said it would like to see us improve our engagement around integrating views of the sector in our planning and promoting the value that the international education sector brings to NZ,” added Sharon-May.
For information on ENZ’s digital tools, resources, and insights available to the NZ international education sector, check out MaiENZ.
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Large contingent of New Zealand education providers at China’s biggest international education events
Kicking off the series of events was the China Annual Conference and Expo for International Education (CACIE) in Beijing from 26 to 28 October. Over 4500 participants from 60 countries and regions attended CACIE 2023. This event is China’s largest annual international education conference and this year saw 16 New Zealand providers spanning all our education subsectors exhibiting at the ENZ hosted New Zealand Pavilion.
New Zealand’s representation was amongst a total of 18 national pavilions and 326 education providers from 33 countries and regions. An estimated 20,480 attended the CEE Beijing fair in person over the two days and our participation generated visibility and fostered relationships with speaking appearances, media interviews and engagement with senior Chinese stakeholders during the conference.
ENZ’s Regional Director, China, Michael Zhang said that the highlight of the government-sponsored event was having New Zealand being offered speaking slots for several keynotes, helping raise the visibility of a New Zealand education to a wide audience, especially given the level of competition from other countries at the Expo.
“The New Zealand pavilion once again secured the prime spot in the expo and during the conference, a reflection of our excellent in-market and government relationships and an important factor in helping to regain New Zealand's visibility in China’s international education sector.
“The student mobility activity in China has come roaring back this year following the pandemic. The market is huge, but competition is fierce. A few key takeaways from this major event were how student enquiries are becoming much more outcomes driven, career focused and detailed in comparison around offerings, compared to the start of the year where students had more broad questions about a New Zealand education.
“It’s also clear students in China are increasingly shopping around and applying to more study destinations before making a decision. This suggests we need to strengthen our efforts around conversion to ensure we remain competitive, and students will choose New Zealand when faced with offers from multiple destinations” added Michael.
ENZ’s Regional Director, China, Michael Zhang, undertook several media interviews, including with tier one Chinese education media channels Study Abroad magazine and China Education Television. ENZ also facilitated media interviews between Chinese media and New Zealand providers at our national pavilion.
Following the China Education Expo, a series of agent seminars were held in Beijing, Shanghai and Guangzhou between 30 October and 3 November.
The Beijing Agent Seminar hosted 38 providers and 80 agents and school counsellors with more counsellors from the international departments of public schools attending than in previous years. New Zealand Ambassador to China, HE Grahame Morton, attended the event and four representatives of Immigration New Zealand’s Beijing office were also on hand to engage with agents and delivered a series of presentations. These in-market presentations attracted full houses across the Beijing, Shanghai and Guangzhou events – reflecting a strong demand for capacity building from Chinese agents. Much of the interest was focused on student visa applications and processing, decision times, and troubleshooting issues.
Attendees at the Beijing Agent Seminar
The Shanghai Agent Seminar saw over 100 agents meeting with the 40 New Zealand Education providers present, with New Zealand Consul-General Ardi Barnard providing opening remarks. An on-site livestream session reached 2,566 viewers across five platforms earning over 6,000 engagements. In total 28 NZ providers representing all sectors opted-in to undertake flash interview sessions during the livestream. Broadcasting by ENZ’s and partner agent online platforms, providers were able to introduce their institutions, programmes, and other features directly to prospective audiences online. Enquiries generated during the livestream are being followed up by ENZ who are directing them to the appropriate New Zealand education provider’s website or contact information and agents.
One of four livestream sessions that ENZ hosted featuring representatives from New Zealand universities, PTEs, Te Pūkenga and other tertiary institutions. ENZ gave advice to students and parents about how to choose study programmes based on the job market trends in both China and New Zealand.
Lastly, the Guangzhou Agent Seminar on 3 November saw 33 different New Zealand institutions meet with over 220 education agents and school counsellors. The seminar was supported by NZ Inc agencies and Rachel Crump, New Zealand’s Consul-General in Guangzhou, provided opening remarks for the events. A photo exhibition supported by MFAT, Connections through time, exhibited just outside the Agent Seminar space. Representatives from Tourism New Zealand and New Zealand Trade and Enterprise hosted a Study Tour photo booth at the Seminar while both agencies talked to interested agents about their New Zealand Study Tour Alliance.
In Guangzhou, eight local media outlets were invited to the event. They all spoke with sector representatives at the seminar about their programmes and enrolment requirements. As of 10 November, seven featured articles have appeared across these channels.
A big mihi/thank you again to all the New Zealand providers who helped make these events such a success.
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Strong interest in NZ from Filipino students at the Te Pūkenga Agent Workshop and NZ Study Workshop 2023
55 education agents representing 27 agencies from across the Philippines attended the one-day workshop on 27 October. The workshop provided a valuable opportunity for the four Te Pūkenga representatives, including Bipul Das, Kerry Clarke, Prashanth Nallur Puttaswamy and Richard Cao, to share their most recent updates and developments, including information on Te Pūkenga’s vocational education offerings.
ENZ’s Market Manager – Philippines & Thailand, Chortip Pramoolpol, supplied an update on ENZ’s activities and showcased the array of tools and resources available to empower education agents in promoting New Zealand as a study destination. Joining the workshop remotely were key figures from Immigration New Zealand. Celia Coombes, Manager of International Education, Dolores Hyde, Senior Advisor for International Education, and Philippa Lee, Immigration Officer, Visa Operations, delivered a comprehensive briefing on student visa applications and post-study work rights. If any education agents would like a copy of the slides delivered by ENZ, they are available on IntelliLab here - ENZ Philippines.
Bipul Das from Te Pūkenga’s International Team said that it was incredibly valuable to be able to meet face to face with education agents and prospective students in the Philippines.
“It was wonderful to see the education agencies are excited to promote New Zealand as the preferred study destination for vocational education and we are grateful for the support from ENZ, our Education Agents and INZ on the work being done in the Philippines market. We will continue to focus on growing our international student population from the Philippines, " said Bipul.
Following on from the workshop, ENZ and Te Pūkenga welcomed over 170 visitors to the NZ Study Expo 2023. The event provided a unique platform for attendees to explore the breadth of opportunities in New Zealand including specific courses, scholarships, and post-study opportunities and discuss these personally with the NZ representatives on-hand.
From left to right: Prashanth Nallur Puttaswamy, Bipul Das, His Excellency Peter Kell, New Zealand Ambassador to the Phillippines, Kerry Clarke, Chortip Pramoolpol, Richard Cao and Joel Miranda Angon.
New Zealand Ambassador His Excellency Peter Kell presided the event and shared his remarks, encouraging Filipinos and their families, to choose New Zealand as a destination to continue their education journey.
Ambassador Kell told the audience “This event is more than just a fair; it is a bridge that connects aspirations with opportunities. It is a platform for our Filipino students to explore and embrace new horizons, to acquire skills and knowledge that will empower you to become leaders in your chosen fields.
“New Zealand’s education system is often highly regarded and ranked in the world for preparing students for the future. Our education providers often have strong connections to industry and the business community. This facilitates internships, work placements, and real-world experiences for students, preparing them for the workforce,’ he added.
ENZ Market Manager – Philippines & Thailand, Chortip Pramoolpol, was excited to have had the opportunity to speak face to face with interested students and their families following the pandemic.
“There is certainly a lot to be said for being able to explain in-person to prospective students and their families, why they must consider New Zealand as a destination for future study and we were so pleased to see such genuine interest.
These events generated dozens of leads which has helped drive a significant increase in in visits and enquiries from Filipino students to the Study with New Zealand website,” added Chortip.
If any education providers or agents would like any additional information on marketing to students in the Philippines, please contact Chortip Pramoolpol – chortip.pramoolpol@enz.govt.nz
Bipul Das from Te Pukenga International Team presented on their programme offerings.
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Increased flight connectivity between NZ and China
Hainan Airlines has announced a new route from the Hainanese capital (Haikou) to Auckland. The flight schedule will include flights three times a week with the first flight taking place on 8 December.
Hainan’s new link means that Haikou becomes the sixth city in mainland China to be served nonstop from Auckland International Airport, joining Beijing, Guangzhou, Hangzhou, Shanghai and Shenzhen.
By mid-December, Air China will be offering daily flights to Auckland International Airport from Beijing Capital International Airport, while China Southern Airlines will fly double-daily from Guangzhou Baiyun International Airport. China Southern Airlines also resumed its Guangdong to Christchurch flights on Friday 10 November.
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Recognising Manaaki and Prime Minister Scholarship Programme milestones
ENZ took over operational management of the Manaaki New Zealand Scholarships Programme (MNZSP) from the Ministry of Foreign Affairs and Trade on 1 November 2022. The MNZSP is a key pillar of New Zealand’s International Development Cooperation commitments (formerly New Zealand Aid) and is the Government’s single-largest investment in international scholarships. The programme has a 70-year history and approximately 1,100 scholarships are awarded each year, to scholars from 112 developing nations.
Manaaki Scholarships Manager Julia Moore says the first 12 months has had a dual focus on bringing enhancements to the programme and ensuring it has a seamless transition into ENZ for scholars and providers.
“ENZ is working closely with tertiary education providers to understand their needs, build relationships and identify areas for improvement. As part of this mahi, we recently brought together providers for the first ENZ run Tertiary Education Providers workshop. It was a great opportunity for all parties to come together, track progress in the past year and plan for the future” she says.
ENZ is also working jointly with providers to bring the programme forward after disruptions that took place as a result of COVID-19 border closures, including clearing a pipeline of scholars who had been selected pre or during the pandemic and had been unable to start their programmes in New Zealand.
A suite of branded digital collateral and assets has also been developed for partners in the Manaaki Programme with easy-to-use tools and assets for their marketing efforts, which they can find on ENZ’s BrandLab.
Find out more about Manaaki New Zealand Scholarships Programme by visiting the website.
Prime Minister’s Scholarships
In April 2022 ENZ was delighted to award group Prime Minister’s Scholarships for Asia and Latin America (PMSA/PMSLA) to Māori whānau trusts for the first time in the 10-year history of the scheme. This is part of a wider programme of work to ensure the scholarship programme delivers on our Te Tiriti obligations and is more accessible to all New Zealanders over the age of 18.
The Prime Minister’s Scholarship programme aims to strengthen New Zealand’s ability to engage with key Asian and Latin American trading partners, improving the internationalisation of indigenous communities, New Zealand tertiary institutions, showcasing the strength and quality of New Zealand's education system and enhancing inter-cultural awareness and connections between New Zealand and other countries. The scholarship offers flexible funding to support both short and long-term programmes including study exchange, internships, postgraduate study, and language programmes.
The Erana Kaunga Tuhura Whānau Trust was one of the 2022 group scholarship recipients. The group travelled to Indonesia to learn about sustainable living systems and building techniques, they produced a video to capture their time there.
Director Scholarships Carla Rey Vasquez says she’s humbled to see the video the trust put together.
“It is a great demonstration of how ENZ is effectively partnering with whānau Māori to achieve global citizenship outcomes and transform the way that international education delivers with and for Māori” she says.
ENZ is eager to continue partnering with iwi, marae and whānau groups to raise Māori participation in the Prime Minister’s Scholarship programme. The next round of Prime Minister’s Scholarships will open for group applications at the start of next year.
Find out more about the programme and sign up for updates by visiting the Prime Minister’s Scholarships website.
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AUT international students connect with senior citizens
A uniquely engaging initiative supported by New Zealand Police and AUT recently brought together international students and local senior citizens to connect in Tāmaki Makaurau Auckland.
The initiative was an outcome of a meeting of the Auckland Agency Group, of which Education New Zealand Manapou ki te Ao is a member and enabled international students to understand and start to integrate into local culture guided by senior residents and members of the wider Auckland community.
As the last 12 months have seen the welcome return of international students to our campuses and communities, New Zealand Police Ethnic Services teams around the country, including in Tāmaki Makaurau Auckland, have been busy engaging with international students in a number of ways.
Around 18 students met with 10 senior citizens at the Northbridge Residential Village.
The event helped international students engage with their local community, establishing intergenerational bonds, helped them access support networks, engage in cultural exchange, and actively participating in community affairs.
The event included a panel discussion involving members of Northbridge Residential Village, AUT international students, and New Zealand Police. The panel discussion unfolded in two key segments: the initial part addressed the dynamics of culture shock, while the subsequent portion revolved around the overarching themes of diversity and inclusion.
AUT Students Association, International Affairs Officer, Yun Ke, said that the AUT international student interaction with local senior citizens event was a great success.
“We have received immensely positive feedback from students about the event, which is exciting.
“This interaction saw double the participation by international students, as compared to a previously held event in September,” Ke said.
San Winkyi, an international student from Myanmar, was grateful to New Zealand Police for the way they supported the event.
“The police’s presence and assistance contributed significantly to the event's success, and we deeply appreciate their commitment to international student safety and wellbeing,” San said.
For Huabiao Xiao, an international student from China, the interaction was a wonderful opportunity to appreciate cultural differences while enjoying communicating with an open and inclusive local community of senior citizens.
“Spending time with local seniors and police officers was an amazing experience, far beyond anything I could have imagined. These elders are simply the epitome of local cultures and society, and I deeply appreciate their differences and uniqueness. At the same time, I appreciated how New Zealand police officers are committed to promoting a community culture,” Huabiao said.
Education providers with international students who are interested in organising a similar event are welcome to contact Faymie Li, faymieli@enz.govt.nz or Ross Crosson, ross.crosson@enz.govt.nz.
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From the CE: An amazing adventure
With less than 50 days left in 2023, many of you will be preparing to wrap up this current year. For many it means farewelling some of their international students who have completed their study experiences. For others it is a moment of reflection on how far new learners have come since arriving on our shores at the start of the year. For everyone, while looking forward to a summer of well-deserved rest and relaxation, preparations for the beginning of the new year will also be well underway.
Looking across the whole sector I cannot stress enough how important these preparations are in maintaining the momentum of the past 12 months. With, I’m told, close to 60,000 international student enrolments (up from the low of 40,000 students in 2022), we have collectively made significant progress in a very short time. However, now is not the time to rest on our laurels. As we finish this year, the effort that is made now will certainly lead to further success in 2024.
Here at ENZ, alongside our sector partners, we have been very active in market putting New Zealand in front of agents, parents, and prospective students across the globe. Fairs in Japan, South Korea, Thailand and Viet Nam spring to mind. The new brand campaign is in the market. It is a positive, upbeat, high-energy picture of what you get from a New Zealand education. It builds on the awareness created by I AM NEW while focusing on what makes us different. As international education campaigns go, it is very different, and that is a good thing.
Alongside this work, we are busy preparing for the announcement of the new Minister. This has involved the preparation of briefing papers that will be shared with the new Minister once they take up their office. While we are awaiting instructions which will come in the form of the Minister’s Letter of Expectation and the introductions that will take place in due course, we do know that international education will be a focus of the new government. This is especially in the areas of international connectivity and economic development.
Change and opportunity are ever-present for everyone living and working in international education, it is something we all understand and embrace.
Many of you will be aware that this is my last week at ENZ following my decision to leave after almost 12 years steering this waka. I have been with ENZ since its inception and have seen many major achievements and milestones. While getting stuff done is always important, for me the pleasure and the reward has been the many talented and passionate people I have met and worked with. The collective desire to transform the lives of learners, our communities and at the end of the day Aotearoa New Zealand, sees them doing incredible things day in and day out. This is what saw our industry through the most challenging times our sector has faced during the COVID-19 pandemic. This strength and bravery will see our industry continue to rebuild and thrive; of that I have no doubt.
It has been an amazing adventure championing a New Zealand education. Thank you.
Ngā mihi nui
Grant McPherson
