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Around the world in five
Asia
More Tamil Nadu State students from middle class families plump for higher studies abroad
More students from India, including middle-class families, are now eager to study abroad as COVID-19 restrictions ease. Popular courses include engineering, management, and medicine, with countries like the UK, Canada, Russia, and Kazakhstan being preferred destinations. New visa rules in the UK have caused some concern, leading students to consider Australia and New Zealand as alternative options.
North America
Agent role to be reviewed in Canada’s new international education strategy
Global Affairs Canada is concerned about the vulnerability posed by education agents in Canada's international education sector, as they engage in unethical practices that could harm the country's reputation. The upcoming strategy will also prioritize diversification of programs, destinations, and source countries to spread economic benefits more equitably and reduce reliance on specific markets like India and China.
South America
Argentina's agency sector optimistic on future growth
Argentina's outbound study travel sector is optimistic about future growth, with 85% of ARSAA (Argentine Study Abroad Association) members expecting travel in the upcoming quarter. Challenges such as affordable flights, payments, and school communication highlight the need for improved solutions to support Argentine students studying abroad.
Europe
UK to block dependants from accompanying international students as of January 2024
The UK government plans to restrict dependents from accompanying international students, except for those pursuing postgraduate programs with a research focus, starting January 2024. This policy aimed at controlling net migration has sparked worries among prospective students planning to study in the UK.Africa
South Africa's ELT schools hopeful after further recovery in 2022
Education South Africa (EduSA) schools saw a 44.2% increase in international students in 2022, but numbers remained below pre-pandemic levels. Saudi Arabia and Brazil were top source markets, while African markets showed promising growth. The association plans to focus on branding, marketing, and digital development in 2023 to further enhance their international profile.
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Around the world in five
Asia
China urged to “go global” as NAFSA cohort returns
Chinese higher education institutions are encouraged to increase their global presence, as a significant number of Chinese universities attended the NAFSA conference in 2023. Despite geopolitical tensions, some American and European universities remain open to collaboration with Chinese institutions. Chinese HEIs are urged to diversify their portfolio and actively engage in international exchanges and cooperation.
North America
U.S. denied more than a third of student visa applications in FY2022
The USA denied 35% of student visa applications in 2022, resulting in an estimated $26.4 billion economic loss. Factors contributing to the increase include high demand, lack of non-immigrant intent, and a shift in source markets, with India surpassing China as the top source country.
South America
Brazil: Affordability will be key to unleashing demand for study abroad
The Brazilian economy is recovering, and there is a strong demand for study abroad among Brazilians. However, students and their families are facing financial challenges, making affordability a key factor in attracting Brazilian students. Scholarships, agent support, and work opportunities will be crucial in attracting Brazilian students in the coming years.
Europe
UK: operational shift in diversify drive mapped
90% of UK universities are diversifying international student recruitment, with changes in application processes, multiple rounds of applications, and the introduction of scholarships to adapt to the global market. Pre-CAS interviews, deposit requirements, and agent quality frameworks are proposed to maintain high recruitment standards and mitigate risks.Africa
Collaboration aims to help make Africa’s youth an asset
African universities unite under the Education Collaborative to transform higher education, focusing on shared curricula, student exchanges, and joint research. The goal is to make Africa's youth an asset, benefiting at least one million students by 2030. The initiative promotes leadership collaboration, incentivizing staff innovation, and embraces a dynamic approach to sustainability for transformative change.
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Around the world in five
Asia
India’s path to internationalised higher education
India's higher education system is expanding internationalisation efforts to retain students and enhance global competitiveness. The National Education Policy (NEP) 2020 focuses on cross-cultural understanding and fostering global perspectives. The government encourages collaborations with foreign universities and has established foreign campuses in India to offer world-class education opportunities at home.
North America
US sector applauds gov’t export strategy
The US government's National Export Strategy includes international education for the first time, recognising its importance for the country's global competitiveness. While stakeholders celebrate this move, they urge the government to take further action to protect and strengthen the US's position as the leading destination for international students.
South America
In 2022, Brazilian agencies experienced significant growth in business volumes, with language plus work programmes being highly requested by students. The total number of students placed by surveyed agencies was 7,802, and overall business growth reached 57%. The preferred destinations remained the UK, United States, Canada, South Africa, and Australia, with more students planning to study abroad for higher education.
Europe
Record number of international students for Spain's universities
Spain's international student population surged by 13.6% in the 2021/22 academic year, reaching a record 170,222 students, led by significant growth from Latin American countries like Colombia and Ecuador. The top ten markets all exceeded pre-pandemic levels, with efforts underway to improve work opportunities for non-EU international students.
Africa
Nigerian students rush to secure UK places before dependants ban
International students are applying to UK universities for September 2023 to avoid a forthcoming ban on bringing family members from 2024. Nigerian applications have surged, while some Indian students explore alternative study destinations like such as Canada and Australia.
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Around the world in five
Asia
A shift towards non-recruitment based engagement with Indian schools could be key to better managing student expectations, stakeholders have suggested. Those who have done it well – particularly schools in the US – have created engagement through faculty, immersion trips, experiential learning opportunities, curriculum engagement and alumni, The PIE learned.
North America
British Columbia is Canada's westernmost province, and a leading destination for international students within Canada. On 1 March, the BC Ministry of Post-Secondary Education and Future Skills released details of how the international student cap will be applied within the province's education system.
Europe
A new paper from a group of experts, including three former universities ministers, challenges suggestions that the United Kingdom has too many international students and warns that the government is using out-of-date data to predict the number of overseas students expected to come to the UK for their higher education.
Africa
International educators need to prepare for ‘The Africa Decade’, where enrolment growth rates of African students globally are expected to hit their fastest rates over the next 10 years. Modelling suggested African students will account for one in eight international students by 2050, but visa rejections are seriously hampering efforts to enrol students from across the continent.
Oceania
International students are more open to switching destinations following recent government policy changes in three of the top destinations – Australia, Canada and the UK, with the UK most affected and the USA looking set to benefit, according to a student survey conducted by global higher education-focused agency group IDP Education.
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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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Noteworthy education programme featured during Prime Minister’s Trade Mission to Japan
Hot on the heels of the Prime Minister’s Trade Mission to Southeast Asia in April, relationships with our partner countries in the region continued to be strengthened for the benefit of the education sector during New Zealand’s most recent trade mission to Japan. This mission supported export sectors, including education, to engage with the Japan market and leverage emerging opportunities while advancing the New Zealand brand. The inclusion of education in the high-level visit acknowledges its contribution to the government’s ambition to lift the value of exports.
The strong people-to-people links between New Zealand and Japan are noteworthy with high student mobility in both directions. Japan is the third largest source of international students for New Zealand according to 2023 international student enrolment data with the school sector making up the largest proportion of enrolments. Japan is also a top destination for New Zealand scholars with many joining the Japan Exchange and Teaching (JET) programme and in the most recent Prime Minister’s Scholarship for Asia group announcement, three groups were awarded scholarships for programmes in Japan.
The international education sector was represented by two delegates nominated by ENZ to participate in the full business delegation. Cheryl de la Rey, Vice-Chancellor University of Canterbury, attended as Chair of the Vice-Chancellor’s Committee on behalf of the wider university sector and John van der Zwan, Executive Director, Schools International Education Business Association (SIEBA). Unfortunately, John had to withdraw due to illness.
The education programme elements woven into the high-level visit included a Memorandum of Understanding (MoU) signing, a visit by Mrs Amanda Luxon to a local Japanese school, and scholarship students participating in the New Zealand Sports and Business Leadership luncheon.
MoU between Massey University and a group of all-girls secondary schools
The Prime Minister promoted awareness of New Zealand’s world-leading universities among high schools in Japan through witnessing the signing of an MoU between Massey University and six all-girls secondary schools in Japan.
Prime Minister Christopher Luxon witnessed the signing of the MoU between Massey University and six all-girls secondary schools in Japan.
The memorandum signing ceremony was held at the New Zealand Embassy in Japan on 18 June. The MoU will develop a special admission system, enabling Massey University’s foundation or bachelor’s programmes to accept outstanding students recommended by the principals of the Japanese high schools. Through this agreement, students who meet Massey University's English and academic requirements and receive a recommendation from their schools will be able to enrol in Massey University's bachelor's programmes. Students can graduate with a degree in three years from the time they start their studies.
Shelly Turner, Deputy Vice Chancellor represented Massey University in Tokyo at the MoU signing and said at the signing “Te Kunenga ki Pūrehuroa Massey University has a long-standing relationship with Japan, reflecting our commitment to fostering international education and cultural exchange, and more recently we have seen a growing interest in our full degree programmes.
“We are dedicated to providing comprehensive support to ensure our Japanese students thrive academically and personally. We recognise the crucial role of women and girls in tertiary education and are committed to empowering them to achieve their full potential during their studies, and transition to successful careers,” said Shelly.
The Japanese school Principals, including Japan Women’s University Senior High School Principal, Yumi Susuki also welcomed the new partnership.
“For the past 30 years, our school has deepened its understanding of New Zealand culture and society through language training programs in New Zealand. With the 2022 agreement between Education New Zealand and our school, and now the new special admission system with Massey University, we hope to build even richer relationships and empower our students to shape their future,” said Yumi.
The Japanese schools that signed the agreement participated in the 'New Zealand Education Familiarisation Tour,' co-hosted by ENZ and Air New Zealand in March 2024. During the tour, they found a high level of compatibility with Massey’s educational philosophy, wide range of academic options, future-oriented learning environment, and extensive support for international students.
Homei Elementary School
Mrs Luxon with teachers and students at Homei Elementary School.
International education opportunities were also highlighted in a well-received visit Mrs Luxon made to Homei Elementary School on 19 June (affiliated to Japan Women’s University). It was Mrs Luxon's first trip to Japan and her school visit enhanced New Zealand's presence and reputation among all-girls' schools and universities in Japan.
In 2022, an Education Cooperation Arrangement between ENZ and Japan Women's University (JWU) and its affiliated schools including the Homei Elementary School was concluded to promote student and teacher exchange as well as gender equality and women’s empowerment.
From 2025, Homei Elementary School will send its first cohort of six graders (11-12 years old) to St. Margaret’s College for a short-term study and homestay experience.
Sports and Business Leadership Luncheon
The Sports and Business Leadership Luncheon held earlier in the programme on 17 June celebrated people-to-people connections and promoted New Zealand as an attractive study destination, including through the “Tobitate” scholarship programme.
The Tobitate programme, managed by Japan’s Ministry of Education, Culture, Sports, Science and Technology (MEXT), sends students abroad and New Zealand has welcomed many students as part of this initiative. Ten Tobitate Alumni were invited by ENZ to attend the lunch in support of the New Zealand – Japan sporting ties and to promote education opportunities in New Zealand to the Japanese audience.
The Prime Minister’s remarks during the event celebrated ten years of the Game on English programme (which combines rugby and study in New Zealand for Japanese high school students), highlighted Fonterra’s contribution to its success, and announced Air New Zealand as a new sponsor.
Upcoming Events in Japan for NZ education providers
ENZ’s Acting General Manager International and Regional Director Asia (excluding China), Ben Burrowes accompanied the delegation and said he is looking forward to the upcoming ENZ events in Japan.
“The team is preparing to welcome providers to Japan later this year for the New Zealand Fair and Agent Seminars from 6 to 8 October.
“The timing of Prime Minister Christopher Luxon’s recent visit to Japan couldn’t have been better. We will look to further leverage this focus by continuing our work with the sector to promote New Zealand’s education offerings with prospective students, families and education stakeholders in Japan.”
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Around the world in five
Australia
Students express anger over visa fee hike
Students are expressing anger, sadness and disgust in response to the Australian Government’s announcement on Monday that say student visa application charges increase by 125 per cent to $A1600. Many are saying the rise in fees is unfair and excessive.
Canada
International students contributed $31 billion to Canadian economy in 2022
An updated analysis from Global Affairs Canada (GAC) estimates that the combined direct and indirect GDP contribution of all students expenditures in the country amounted to CDN$30.9 billion (US$23 billion) in 2022. That amounts to nearly a quarter of Canada’s service exports for the year, placing education among Canada’s top export sectors.
United Kingdom
Researchers fool university markers with AI-generated exam papers
Researchers at the University of Reading fooled their own professors by secretly submitting AI-generated exam answers that went undetected and got better grades than real students. The university’s markers – who were not told about the project – flagged only one of the 33 entries, with the remaining AI answers receiving higher than average grades than the students.
China
Exam scandals spark fears for overseas student recruitment
China has become embroiled in a fresh cheating scandal involving the international exams used for admissions to universities overseas after a large number of test-takers reported having their scores in the United States Advanced Placement (AP) exam cancelled because of alleged misconduct.
Bangladesh
Bangladesh “rising market” that could be key to diversifying – report
An improving economy in Bangladesh with more families choosing to invest in education has seen the country rapidly emerging as a “significant market in the global education sector”, a Sinorbis and ETS report said.
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Around the world in five
Australia
An IDP survey finds that reactions are varied across key student sending markets to Australia’s tighter immigration rules and higher financial requirements and visa fees. The findings suggest, however, that increased financial requirements and application fees could influence the study plans of half (or more) of prospective students
India
In its first full budget since coming to power for the third term, the Modi government has focused on some major funding allocations for different areas in India’s education sector.
Malta
International students are turning to Malta for study opportunities – in part due to a scheme that allows them to earn back the majority of their tuition fees once they start working.
Nepal
Study visa issuance to Nepalese citizens has grown in three of the top four English-speaking destinations.
United States
The Biden-Harris administration in the US has announced actions to speed up visa processing for college graduates who hold job offers, sending a positive signal for prospective international students.
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Around the world in five
SWEDEN
Why international students are flocking to Stockholm
Sweden’s culture and democratic values are appealing to international students as Stockholm shows a 20 percent increase in foreign enrolments in the last three years.
INDIA
US$20m investment to build US-India education links on its own turf
India is promoting a US-India Knowledge Exchange programme in its higher education institutions with a 20 million USD investment to combat 'losing its best minds to the West'.
NETHERLANDS
Visa creates job opportunities for highly-skilled international students
The Netherlands’ Zoekjaar visa aims to actively seek highly-skilled talent by offering students from top 200 universities in the world the opportunity to live and work in the country for a year.
AUSTRALIA
International applicants thrive in engineering programmes in Australia
The number of international students in engineering courses in Australia has seen substantial growth in entry-level courses and double-digit growth in postgraduate courses according to a report by Engineers Australia.
INDONESIA
Outbound students continue to grow in destinations in the Asia Pacific region
The number of outbound Indonesian students has grown steadily – 35 percent in 10 years – with a preference for Asia Pacific region destinations, including Malaysia, Australia and China.
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New Futures Need New Paths
New Futures Need New Paths launches on 15 April and runs for eight weeks.
This campaign builds on the messaging introduced in the 2018 Future Proof campaigns while moving towards the updated positioning of ENZ’s Think New brand, which is to be launched later this year.
We encourage New Zealand education providers and ENZ Recognised Agencies to leverage ENZ’s digital activity by utilising the campaign assets and key campaign messages/themes in your marketing activity. Campaign assets will be made available to download on The Brand Lab.
Campaign strategy
The overarching campaign message of New Futures Need New Paths is that a New Zealand education provides students with the skills required to excel in their future careers and create a positive impact in their world.
New Zealand attracts students who think differently, and we expect that this campaign story will resonate with these free-thinkers. Our teaching style and learning environment, alongside our unique cultural values, make us the perfect destination for students who wish to forge their own paths.
The campaign will go beyond an introduction to New Zealand as an education destination and will focus on telling a richer, more emotionally engaging story.
The campaign will focus on three strategic objectives:
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Target new audiences with the Think New brand messaging through the campaign story, to raise brand awareness globally.
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Engage with 'high intent' audiences who are already actively seeking out information about studying in New Zealand.
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Engage with ENZ’s existing prospective student audiences in our social media and database channels, inspiring them to take action and choose New Zealand.
Campaign messaging
The three key messages underpinning the campaign story and campaign content are:
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New Zealand excels at teaching skills required for the future: Skills such as creative thinking, problem-solving and collaboration have been identified as key to future success.
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New Zealand provides hands-on learning in an unlimited learning environment: Our teaching style is self-directed, interactive and connected both in and out of the classroom.
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New Zealand welcomes students who think differently: Our teaching style and learning environment, alongside our unique cultural values, make us the perfect destination for students who wish to forge their own, better paths.
Campaign content
ENZ is creating compelling content pieces that speak to the campaign theme and showcase New Zealand’s education strengths in helping students forge their own paths and prepare for the future.
Our three “hero” campaign videos feature international students all working towards their vision of a better future:
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Alexandra Lischka | Germany | AUT
Alexandra chose New Zealand because of the opportunities to work with internationally respected scientists in her field. Her research in marine biology will help us better understand connections between the marine food chain and human health.
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Enzo Rodriguez-Reyes | Ecuador | Massey University
Enzo worked on the Galapagos Islands for four years and witnessed first-hand what was happening as a result of climate change. That’s what brought him to New Zealand. He sees the country as one of the world leaders in conservation, and a place where he can follow his dream to save a dying species.
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Soheil Mohseni | Iran | Victoria University of Wellington
Soheil feels lucky to have access to all the top expertise and cutting-edge technology to carry out his research in renewable energy. He says he is helping shape a new path for humanity...one he hopes will transition us to a resilient, low-carbon economy, and a healthier planet.
How can New Futures Need New Skills help you?
The above stories as well as additional content assets will be available for education providers and ENZ Recognised Agencies to use in your own marketing.
A variety of content will be available to appeal across sectors and will come in a range of formats including videos, images, infographics and web banners.
These assets, alongside tips on how to leverage this campaign, will shortly be available on The Brand Lab for download.
As the campaign progresses, we will provide more information and updates via enz.govt.nz and E-News.
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