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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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Around the world in five
Asia
While financially strained institutions in the U.S and UK reassess their models, Asia’s universities are reshaping global higher education, leveraging innovation and collaboration to address economic challenges. The shifting dynamics carry profound implications for how knowledge is produced, shared, and valued, raising the question of how it will ultimately redefine higher education worldwide.
Australia
The Department of Education in Australia has released six new guides and an overall framework to support innovative practice in international student engagement, covering areas such as mental wellbeing, community engagement, developing innovative programmes and supporting with accommodation.
Mexico
Study travel agents in Mexico are expecting a diversification of outbound trends in the year, while it is hoped that business to the traditional top destination of Canada will settle after a challenging year of policy changes and visa issues, according to delegates at the recent ST Alphe Secondary Focus Mexico City event.
New Zealand
News Editor of StudyTravel Network, Matthew Knott, shares comments from Executive Directors of English New Zealand and SIEBA, Kim Renner and John van der Zwan, along with Keri Ramirez, Managing Direcotr of Studymove on New Zealand’s international education recovery. A recent industry seminar on industry data claimed full recovery could come in 2025.
Sri Lanka
Perth-based Curtin University has officially launched a new branch campus in the Sri Lankan capital of Colombo. After establishing similar facilities in Singapore, Malaysia, the UAE, and Mauritius, Curtin University Colombo is the institution’s fifth global campus.
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ENZ moves to Study with New Zealand website
The official government site for advice on how to study with New Zealand has been completely rebuilt and rebranded, in line with ENZ’s new global brand campaign to attract more international students to a New Zealand education.
The Study with New Zealand website showcases the full range of choices available to international students, from studying in New Zealand to new, flexible options for online and offshore courses, and pathways from these courses to further onshore study or blended learning programmes. It replaces the Study in New Zealand site.
Students can search for a course, a school, an education agent or a scholarship in a more intuitive and comprehensive way. ENZ will add new functions to the site in early 2022, including more enhancements to the Finder tool.
The new website is a key part of ENZ’s strategy for the evolution of the New Zealand education brand, in line with the Strategic Recovery Plan for International Education, which aims to diversify our education offerings and rebuild a more resilient sector.
Inviting students to study with New Zealand is more than just a subtle shift in language.
The website asks students to take a new look at a New Zealand education. It features ENZ’s new brand messages, photographs and videos showing students learning online. All brand and campaign materials are available for use by international education providers and agents on the ENZ Brand Lab.
We welcome your comments and suggestions on the new site. Get in touch with Study with New Zealand digital project manager Brooke Dyer at feedback@studywithnewzealand.govt.nz
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Sharing the international student experience
In August, ENZ and the Ministry of Foreign Affairs and Trade brought together 30 international tertiary students representing all ten ASEAN countries, and ten New Zealand students who had participated in the Prime Minister’s Scholarships for Asia Understanding South East Asia programme. The purpose? To celebrate 40 years of diplomatic relations between New Zealand and ASEAN by strengthening connections among students, and to provide the students with a platform for sharing their views on the international student experience in New Zealand.
Over 100 nominations were received from a range of New Zealand’s universities, institutes of technology and polytechnics, and private training establishments for students from ASEAN countries to participate. Each nominating institution had at least one representative at the two-day programme in Wellington. Participating students were enrolled in a range of programmes from Level 4 certificates through to doctoral level.
Many of the nominating institutions created online media content around Student Voice and the students themselves set up a Facebook page especially for the event which attracted media attention both in New Zealand and overseas.
The students heard from industry experts on the importance of alumni networks, the value of a New Zealand education, and the importance of ASEAN-New Zealand links in business.
Lester Khoo from AUT University engaged the students on how a New Zealand education can launch careers in ASEAN, with one student responding:
“The launch pad was really useful and changed my perspective of being an ASEAN student. I used to think very selfishly about my own career not about the development of my country and other ASEAN countries. The launch pad makes me realize there might be something that I can do to improve my country and the relationship between New Zealand and ASEAN countries.”
In the key download session of Student Voice 2015, the students employed “Design Thinking” methodology to share their international student experiences and to think creatively together to reframe any challenges as opportunities.
There was lots of discussion around the quirkiness of New Zealand life which the students rated as very appealing. This included getting to understand and use Kiwi slang, and the relaxed and welcoming way everyone treats each other. Life in New Zealand is “sweet as”.
Integration in New Zealand was a topic that was very important to the students. They collaborated to develop a range of solutions to improve the integration process for international students in New Zealand. These included initiatives for New Zealand institutions but also advice for international students themselves. Some of the ideas for initiatives focused on campus events, and social media activity, to encourage an appreciation of cultures, and for international students to actively look for opportunities to engage with their New Zealand peers.
ENZ will be sharing further detail directly with the New Zealand institutions who engaged in Student Voice.
One student commented on the integration process by saying, “independence especially in a foreign country is a challenge, making it more difficult when homesickness strikes and adaptation is hard. But I think it’s all part of the process, because in a brighter perspective, New Zealand offers a wide opportunity to search for new paths in expressing yourself and adopting to different cultures and people.”
The students also listed some of their “top fives” on a range of topics.
Reasons for picking NZ as your study destination

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Overseas graduates are inspirational and exceptional
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Experience new things and independence
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Higher quality of education
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Financial support i.e. scholarships
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To fulfil my fly fishing obsession
Things I hope my NZ education will provide for me

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Change
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Professional development
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Friendship network
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World class education
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Personal development
Things that influenced my decision to study abroad

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Safe, clean and student friendly environment
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More job opportunities and linkages
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Multicultural environment
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State of the art technology and top notch quality of education system
Things that surprised me about NZ

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You can take a banana to the exam room
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Slang is the new English
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You can banter with professors – no more ‘yes sir’
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Four seasons in one day
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Ethics approval is required for animal studies – even for mussels!
Things I would tell my friends about studying in NZ

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Surprising kindness – a kiwi high school teacher decided to pay for my studies overnight
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To see people go to school bare footed
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NZ institutions offer a world class standard of education and you will definitely change as individuals to become a well-rounded person
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Explore – do outdoor activities
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The freedom of expression
Things I would say to recommend NZ to potential students

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Come to one country and see the whole world
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Number 1 place to experience study and witness the best of nature
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The best place for study and family life
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It is really safe here – 2nd safest county in the world. Low crime rate, Low accident rate.
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Mixed religion – freedom to practice our beliefs
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Student voice 2014
Twenty six current and former international students came together from all around New Zealand to share their personal education experience about their time studying here.
The first afternoon was all about fun and getting to know each other - a Matariki-themed scavenger hunt around Te Papa followed by a burger-making masterclass on a classic Kiwi BBQ and rounded off with a delicious pavlova decorating competition.
The second day focused on workshops where students shared their New Zealand education stories. We wanted to find out what went well, and not so well, and where improvements could be made to increase satisfaction of international students experiences while in New Zealand.
The workshops provided a platform for participants to provide advice to other international students, to hear their take on common statements and beliefs that are associated with education in New Zealand, and to network with international students from across the country.
“I got to meet new people from all parts of the world and make new friends. I also felt the ENZ values our opinions and reviews by giving us importance. I would like to thank ENZ for giving us this platform,” said one student after Student Voice.
This year we involved our 160k Facebook followers in Student Voice with followers getting amongst the event by interacting with the students and making comments. You can find photos and comments on our Facebook page or search Facebook for #NZstudentvoice2014.
“It was a great experience. And I learned a lot from other students’ experience. And now I understand that I wasn’t the only one to experience difficulties initially in New Zealand.”
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Connecting institutions to a global audience
SiNZ is a powerful tool to capture the attention of high-quality international students. In the year to June 2017, more than 1.5 million people had more than 2 million sessions on the SiNZ website.
To help increase the number of international students that SiNZ directs to institutions, ENZ’s digital team is working with institutions to better convey their value propositions.
Lucia Alarcon, ENZ’s International Digital Project Manager, says the first step has been contacting institutions to update their contact details on SiNZ.
“We have had a great response so far, with almost half of the institutions we contacted engaging promptly,” said Lucia.
“ENZ referral traffic performs better than other sources of traffic so having SiNZ traffic referred to institutions increases conversion opportunities.”
Lucia said future communications will encourage institutions to update their SiNZ profiles, providing them with tips and advice to make a stronger profile.
“We’ll also keep them updated on our future plans for SiNZ, such as upgrading our search platform so it does an even better job of conveying institutions’ value proposition to international students.”
“We’ll also carry out a survey to find out how we can improve the referral process.”
For information on how to list an institution on SiNZ, email info@studyinnewzealand.govt.nz
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Studyinnewzealand.com translated
Insights gained from search analytics, student visa and enrolment data as well as interviews with students, has enabled us to serve relevant and compelling content to our audiences from these countries in their local language.
The new content, along with a rigorous website testing programme to make it as easy as possible for prospective students to connect to institutions and agents, has helped lift the referral rate to institutions by as much as 170 percent in some sectors.
Country sites – a landing page and relevant sector pages, used for our Always On campaign activity which provides a base level of digital marketing in selected countries.
Language home pages – a home page with a link to the global English language site
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Publishing Association NZ launch international education website
Supported by funding from Education New Zealand Manpou ki te Ao (ENZ) under the Future Focus Programme (FFP), the new website profiles New Zealand education publishers for key export markets and customers. Earlier FFP research highlighted that being visible online was one of the key challenges facing New Zealand education publishers seeking to grow their exports.
The website enables education publishers to showcase New Zealand’s pioneering work in Reading Recovery, Big Book shared reading, and resources for the revitalisation of New Zealand’s indigenous Māori language and culture.
It aims to support marketing efforts in the key markets of Australia, China, the United States, and the United Kingdom. It will also be used to support New Zealand’s presence at major education publishing events, such as Bologna Children’s Book Fair and the Frankfurt Book Fair, in 2022 and beyond.
The website allows for a quick and easy search including by publisher, category, and publishing rights and demonstrates the quality of education products and services developed in New Zealand.
Alana Pellow, Business Development Manager at ENZ, says Catriona Ferguson, Association Director of PANZ and her team worked hard to bring this website to life, with the help of education publishers who provided great content.
“The outcome is a user-friendly, appealing and comprehensive website that will showcase the unique products and services of our education publishers to the world,” says Alana.
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School campaign hits a million
This is a strong result for a campaign that was designed to build awareness of New Zealand’s education brand in these markets. To ensure that the messages reached the right audience the campaign specifically targeted parents via online keyword searches who are thinking of sending their children overseas for high school education. Through short video clips, students shared what it’s like to study and live in New Zealand; parents shared what it’s like to send their child here; and international support staff at New Zealand schools talked about how they support their international students during their studies.
After watching the videos parents could read further information and follow a link to find their closest local New Zealand Specialist Agent (NZSA). They could also choose to download a PDF of the key information and a list of their local agents.
The campaign focuses on marketing ‘more than a world class education’ by showcasing to potential students and their parents that you get more from a New Zealand education: a better learning experience, greater lifestyle opportunities and the foundations for a promising future and career.
The school campaign has now finished but ENZ is using the landing pages for ongoing specific search engine queries from these audiences.
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New video series: Discover the inspiring journeys of New Zealand alumni
The series showcases the journeys of New Zealand alumni from across the world, highlighting the diverse paths they have taken since graduation.
Three videos have been released so far, with the remaining set to be released through the rest of this year.
Each video offers a glimpse into the personal and professional achievements of former students who have made their mark across various industries and communities.
Alumni from all levels of New Zealand’s education offering will be featured – ranging from schools to universities and vocational education providers.
These stories are designed to inspire prospective students and their families to consider New Zealand as their study destination of choice.
You can view and download the alumni videos and photos on The ENZ BrandLab. Search ‘Alumni’ to see the latest stories.
In addition, the series is supported by a new alumni blog story each month on the Study with New Zealand website and a dedicated page for Alumni stories.
Check out the series so far
Meet Yao – classical musician and cultural bridgebuilderOur first story features Chen Xiyao, a Chinese-born guzheng player and classical musician now based in Beijing. Although he earned a degree in Business Administration, it was in New Zealand where his love of music truly flourished—thanks to the support of an inspiring high school teacher. He went on to earn a Master of Arts (with Distinction) from Wintec.
From playing in a metal band to performing with Māori musicians and even entertaining former Prime Minister John Key, Yao's journey reflects the unique opportunities and cultural exchange that a New Zealand education can offer.
Today, he teaches music for Wintec in China, continuing to share his passion and talent with others.
From New Zealand to New Delhi: Suvan’s Inspirational Culinary JourneySuvan Kitchlue began his Bachelor of Culinary Arts at Le Cordon Bleu Wellington in 2015, graduating in 2018.
Inspired by MasterChef Australia in India, he chose the school for its rare offering of a culinary arts degree at that time. He thrived in the programme, calling it the “Harvard of culinary education.”
After graduating, Suvan opened a European café in New Delhi, aiming to bring refined technique and quality baked goods to a market he felt was underserved. Inspired by Wellington’s coffee culture, he also focused on elevating his café’s coffee offerings to New Delhi.
He plans to open two more café locations, and a fine-dining restaurant.
Devika Hartono: Alumni storyDevika was born in Indonesia and moved to New Zealand in 2016 on a scholarship to study Biotechnology at The University of Waikato.
Passionate about biology since high school, she sought scholarships to expand her opportunities beyond medical school or teaching. A photo of New Zealand’s stunning landscapes sparked her interest, and she was thrilled to receive both the University of Waikato International Excellence Scholarship and the High Achievement Scholarship for International Students.
After graduating, she launched Keyoura, a skincare brand inspired by the Māori greeting "Kia ora."