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Growing offshore interest in NZ through onshore ‘Famils’
‘Famil’, short for ‘Familiarisation’, are visits organised to literally familiarise invited groups of people with a product, or in our case, New Zealand as an international education destination. The intended purpose is that those who attend famils will become valuable advocates for a New Zealand education and therefore drive preference for New Zealand in market.
During Covid-19 these visits were stopped due to border closures. Now that borders have been fully open for some time and our international education sector is recovering, this summer provided the perfect opportunity to show off New Zealand, including our regions and unique culture, and the wide range of educational and experiential offerings to representatives from various international markets.
The summer of showcasing New Zealand started in November with two media famil groups from India and Viet Nam. This was followed by three groups of education agents from Brazil, Germany and South Korea visiting in March and most recently, a famil co-hosted by ENZ and Air NZ bringing Japanese school teachers to regions in the North Island. ENZ subsidises these programmes with other costs covered by participants, regional economic development agencies, and education providers.
The University of Otago provided a campus tour with a Korean student and didn't miss the opportunity for a classic picture with its famous Clock Tower.
ENZ’s General Manager International, Lisa Futschek said that careful planning goes into facilitating these visits to ensure the famil groups are exposed to a range of subsectors that are relevant to the visiting country while also leveraging the visits to benefit as many providers as possible.
“While we’d love to showcase every New Zealand provider, this is obviously not possible. Much consideration is given to the source market and to the subsectors that we know are popular with that country.
“This ensures we are targeted in our approach and our visitors go back to their countries equipped with the most relevant information that helps build that pipeline of future students," said Lisa.
The Brazilian agents attended a networking event hosted by AIS for Auckland-based English Language providers.
“We also look for opportunities in which we can make introductions to several providers in one go. For example, a networking function was held at Auckland Institute of Studies (AIS) with Auckland-based English Language Schools invited to meet the agents from Brazil, cultivating many new connections while strengthening existing ones,” added Lisa.
As well as showcasing the various subsectors, promoting the destination is also hugely important and famil itineraries also include time spent seeing what the regions have to offer international students. This is often organised with the help of the regional economic development agencies.
A perfect example of cross sector collaboration was seen in Ōtautahi Christchurch where Christchurch Educated, an international education organisation based in the region, hosted a networking dinner with the regional economic development agency, ChristchurchNZ. They hosted the Brazilian and German agent famil groups and education providers from various sectors in the Canterbury region.
The German agents are pictured here at the Christchurch Educated networking event with a group of Christchurch based education providers (mainly high schools). The event was hosted at Ara’s Visions on campus restaurant with the Brazilian agents in attendance too.
Stefi Porter, International Education Partnership Manager for Christchurch Educated said that bringing everyone together to mutually share the benefits of studying in Ōtautahi Christchurch was a wonderful thing.
“There is certainly strength in numbers and a perfect example of where collaboration between providers and regional economic development agencies can really deliver greater bang.
“Instead of competing against one another, we are sharing resources, time and energy to show the best of our region and the breadth of study options we can offer international students.”
A key outcome of the various famil groups visiting New Zealand is that they become advocates for New Zealand as a place to study, ensuring a steady pipeline of students for years to come. In the post-famil survey, all attendees reported they were either much more likely (87.5%) or somewhat more likely (12.5%) to recommend New Zealand as a place to study for prospective students.
Other positive outcomes, include the positive media articles and social media posts produced by visiting journalists and individuals to their networks in their home countries. This positive coverage not only showcases the quality of New Zealand's education system but also shares the New Zealand education experience with prospective students in their home countries through stories featuring students and alumni.
The India media famil has achieved five in-depth stories to date in Education Times, India's largest newspaper supplement (circulation 500,000). The stories showcase the research prowess at New Zealand universities, including in biotechnology, managing climate change related disruptions, and feature the New Zealand education experiences of a range of students from India.
In Viet Nam 10 articles and four social media posts have been published so far, reaching an audience of 557,000, with more coverage expected in the coming months. Of note is HHT, the top teen magazine in Viet Nam has created a column “letters to New Zealand”, which shares weekly articles about New Zealand written about alumni.
An example of some of the coverage these visits receive. Featured is a compilation of posts that Brazilian agent, Juliana Viana Silveira, owner of CI Intercambio in Juiz de Fora, made on Instagram to her followers during March while in New Zealand. The role of agents in Brazil in international student recruitment is becoming increasingly more important as reported by StudyTravelNetwork here -https://studytravel.network/magazine/news/0/30492
ENZ would like to extend a huge thanks to the education providers and regional representatives for hosting our international visitors and leaving them with a strong sense of New Zealand’s education offerings. The way in which ENZ is able to work collectively with providers and the regional economic development agencies to collaboratively plan the famil is ideal to ensure a good mix of experiences and a balance of activities. This approach helps regions feature strongly in any future famil plans and also helps develop the regional international education ecosystem.
We look forward to hearing about more connections with education representatives at the ICEF ANZA conference in Christchurch.
Check out our image gallery of the famils which shares further details of each of the groups including who attended, where they went and who they met with.
The Japanese All Girls School Teachers participated in a kapa haka class at New Plymouth Girls High School in New Plymouth. Here they are pictured playing the Tītī tōrea Māori Stick game, a traditional New Zealand game which has been played for generations.
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ICEF ANZA returns to New Zealand
We’re pleased to announce that Tākina Wellington Convention and Exhibition Centre will host ANZA from March 4-6, 2026. ICEF ANZA will showcase New Zealand as a study destination to 160+ agents from all over the world, and is open to education providers from both Australia and New Zealand. ICEF ANZA was last in New Zealand in April 2024, where global agents and New Zealand and Australian education providers came together in Christchurch.
ICEF ANZA is an Australasia-focused event that gives education providers from Australia and New Zealand the opportunity to meet with top international student recruitment agents from around the world who have a focus on these key study destinations.
ENZ Group General Manager International and Sector Engagement, Sahinde Pala, said ENZ is excited to welcome ICEF ANZA back to New Zealand at a time when we are well positioned to attract more international students.“We encourage institutions to participate, as well as to invite agents to visit their regions before and after the event, to experience more of our beautiful country first hand," she said.
For more information please visit: https://www.icef.com/events/icef-anza/
Click here to register: https://www.icef.com/provider-registration-form/
