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Industry leaders gather for SIEBA hui
In 2016, international student enrolment numbers were 131,609. Of these, approximately 19,000 were enrolled in the New Zealand school sector: 16,390 at secondary level and 2,912 at primary. These numbers are expected to increase with a 16% growth in the primary school sector and 6% growth in secondary.
ENZ Chief Executive Grant McPherson said the hui was a great chance to connect with the school sector, and to update attendees about what’s happening in the wider industry.
“We appreciate the hard work you’re doing on behalf of students. You’re making an important contribution not just to your organisation but also to your region and New Zealand.”
The economic value of New Zealand’s international education industry in 2016 was estimated to be $4.5 billion. The schools sector is valued at $752 million, with $142 million coming from primary schools.
“Of course, it’s not all about economic value – we also know that international students bring cultural diversity and other wider benefits to our communities, classrooms and regions,” said Grant.
The hui was also an opportunity to celebrate leadership in the school sector through SIEBA’s inaugural leadership awards. Five awards were presented and ENZ would like to congratulate and thank those recipients.
Diana Murdoch – Garin College
Diana has more than 20 years’ experience in international education working in the tertiary and school sectors. She has led the delivery of international business services to schools through her own company and has been a role model for innovation and thinking ‘outside the box’. She has presented at conferences, led workshops and mentored new directors. She remains enthusiastic and passionate about international education and continues to become involved in projects to support growth whenever she can. Diana is the SIEBA liaison for her region.
Kim Harase – Academic Colleges Group
Kim has a rich history of 33 years in international education in the UK, Australia and New Zealand. In 1999, as Associate Principal & Director of Marketing she led international marketing for a group schools. From 2006, she has focused solely on international marketing, sales and business development. Kim is a regular presenter at conferences, is a member of ATEED’s Futures Group and was a member of ENZ’s School Sector Reference Group. Kim has been a valuable resource for the school sector for many years.
Lee Simeon – Pillans Point School
Lee has been an international director for the past 8 years and is passionate about international student welfare and creating a family-like environment within the international community at her school. Lee has played a lead role in helping numerous other schools to gain signatory status and is seen as a key resource for other schools going through the application process. In 2016, Lee represented primary schools as a co-author of the school sector Code guidelines and is the SIEBA liaison for her region.
Anne Marie Biggs – Glendowie Primary School
Anne Marie is the Principal of Glendowie Primary since 1995. As well as a string of education firsts to her school’s credit, Anne Marie has built international student numbers to more than 50. The school serves as a model of success for the primary school sector and Anne Marie is the first to offer guidance and share with colleagues and other schools. She has partnered with ENZ on growth projects, is a member of Study Auckland and served as a member of the SIEBA Establishment Board.
Denise Berry – Pakuranga College
Denise is Director of International at a leading Auckland high school. She has been a key member of her cluster group since 1996. She has been a mentor for many schools and directors new to international education. She was a leading author of the Code and Guidelines 2010, and also a co-author of the School sector guidelines 2016. Denise has a wealth of knowledge and has become one of the school sector’s go-to people for support and advice.
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
Japanese schools look to New Zealand
Led by ENZ, the seminars provided an opportunity for schools from the Wellington and Whanganui regions to meet their Japanese counterparts and discuss how they could partner together.
ENZ’s Senior Market Development Manager – Japan, Misa Kitaoka, said while initial expectations from New Zealand providers was that the demand would primarily be for short-term group visits, the Japanese schools showed enthusiasm for a variety of programmes including group visits and long-term students.
“As awareness of New Zealand education grows in Japan, so does the demand – as seen by the school market showing year-on-year growth,” said Misa.
"Japan is a market where school-to-school relationships deliver outcomes for both parties."
From left: Christine Pugh (Wellington Region Economic Development Agency), John van der Zwan (SIEBA Executive Director), Misa, Masaru Yamada (JAOS Chairman), Yukari Kato (JAOS Executive Board member) and Richard Kyle, ENZ Business Development Manager, at the SIEBA-JAOS workshop for education agents.

“These opportunities will only continue to grow as the Japanese government accelerates plans to promote internationalisation as we get closer to the Rugby World Cup in 2019 and the Tokyo Olympics and Paralympics in 2020.”
Air New Zealand partnered with ENZ on the seminars, and will sponsor 10 Japanese schools to visit New Zealand to progress school relationships.
The seminars were also an opportunity for John van der Zwan, Executive Director of the Schools International Education Business Association (SIEBA), to provide an overview of its work and value to Japanese schools, especially if looking for a New Zealand school to receive groups through SIEBA’s placement service.
SIEBA also partnered with the Japan Association of Overseas Studies (JAOS), a peak body for Japanese agents, to answer questions from Japanese agents, and to present on what the new Code of Pastoral Care means for them.
The agents welcomed standardised templates produced by SIEBA, including enrolment forms and agent contracts, which agents said will make their business more efficient.
Meet Up at NZIEC
Meet Up sessions are informal opportunities to connect with delegates during the networking breaks on particular issues or topics.
How do they work? Simply suggest a topic or topics you’d like to discuss. We’ll collate the responses and coordinate the Meet Up topics and times. It will be over to you to strike up the connections and the conversations.
If you have a burning topic you’d like to talk to others about, let us know. Perhaps it’s homestay management, using technology in back of house operations or you’re in a sole charge position and want to connect with colleagues in a similar situation.

Whatever the topic, just let us know and we’ll do our best to include it.
We’ll publish a list of Meet Up sessions through the Conference App when it is launched next week.
Email your Meet Up topic suggestions to nziec@verve.co.nz
Please note: Registration closes on Friday 11 August. If you have not yet registered for NZIEC, please secure your place as soon as possible by visiting the NZIEC website.
Service strategy for international Chinese students
With growing numbers of Chinese students studying abroad and at an earlier age, students and their parents are now looking for a wider range of customised services of support both during and after the study abroad experience.
Agents are now expected to advise students graduating from an overseas high school on choosing a major at university, as well as how to find a job after graduation. These types of services are called ‘after-study-abroad services’ in China.
Adele Bryant, ENZ Regional Director – China and North Asia, welcomes JJL’s initiative.
“It responds to student demand for more personalised services and provides an opportunity for agents to add value to the student experience, as well as increase revenue from individual students.”
“In addition, expectations for educational providers to provide similar services will rise.”
As part of its strategy, JJL opened its first overseas branch office in Vancouver, Canada in July. JJL expects to open branches in other popular destinations for Chinese students in the future.
Tai Tokerau Northland welcomes new strategy
Tertiary Education Minister Paul Goldsmith launched the strategy alongside some 90 Northland representatives as well as students from Whangarei’s Chinese sister city of Haikou.
The 10-year strategy aim is to create a sense of belonging and wellbeing for Northland’s international students, while outlining specific and sustainable growth targets. This includes boosting international secondary student numbers to 400, primary and intermediate school enrolments to 200 and tripling the economic value of international education to the region to $30 million.
Greg Scott, ENZ General Manager, Industry Development, said the strategy emphasises the region’s unique value proposition for students.
“As the Minister said, many international students value the opportunity to experience tikanga Māori and te reo in an authentic setting. Northland delivers a uniquely New Zealand experience.”
Northland has now joined ENZ’s Regional Partnership Programme, which will help to further the potential of the strategy via partnerships with Northland Inc., Northland communities and education providers.
Northland Inc Chief Executive Officer David Wilson said international education offers many cultural, social and economic opportunities for the region.
“International education is not only an export earner for Northland – it is also a way for our youth to gain exposure to different cultures, connections and opportunities,” said David.
The Tai Tokerau Northland International Education Strategy is available here.
Students from Haikou, Whangarei's Sister City, pose for a photo with Chinese Counsel General Madam Xu Erwen.

Photos courtesy of Rabea Pein.
NZIEC 2018 to be held in Wellington
That’s right, we’re heading to the Coolest Little Capital in the World, Wellington!
NZIEC 2018 will be held at our national museum, Te Papa Tongarewa, on Thursday 9 and Friday 10 August next year. We hope to see you there.
The nature of our venue next year means we’ll be changing our standard programme structure to allow more time for delegate movement around the venue between sessions. This affords us the opportunity to Think New about how we structure our conference.
If you have any suggestions for what you’d like to see at NZIEC 2018, please email Sam Mackay, ENZ Strategic Projects Manager, at sam.mackay@enz.govt.nz. We warmly welcome suggestions for speakers, topics, session formats – and more!
We’ll be announcing the theme of next year’s conference in November when we launch our Call for Presenters. If you’re interested in presenting at next year’s conference, please don’t hesitate to drop Sam a line and we’ll add you to the mailing list.
Evolution of ThinkNew
Almost four years after the launch of the New Zealand Education story, there is a need to further sharpen our value proposition for growth and impact.
ENZ Director – Student Experience Kaylee Butters said that while ThinkNew continues to be recognised as a brand leader in the education destination field, the brand awareness of New Zealand education is still low in many of our target markets.
“It is important that we communicate the distinctive and credible position New Zealand holds as a study abroad destination and Education New Zealand has invested over the past two years in brand research that has helped us to better understand this.
“It was a great opportunity to share this research journey with conference delegates at NZIEC and to get feedback on our direction for ThinkNew. We discussed the importance of ensuring we don’t undersell the New Zealand experience, especially for partners such as the English language sector.
“We also discussed the need to ensure our education story works both here in New Zealand and for partners focussed on offshore delivery.”
The next step will be the development of a revised brand strategy which will help us move to a distinctive position in the market that reflects our high quality education offering and New Zealand experience.
Connecting people to change the world
Dr Brimmer, who is Chief Executive, NAFSA Association of International Educators, also highlighted the strong partnership between NAFSA and New Zealand as being a great way to foster support for international education.
“Our academic ties enable us to build civil societies. International educators, including generations of NAFSANS, are part of this legacy.
"So it is even more important that we maintain academic ties and collaborations at a time when international education is affected by global trends that have seen a dangerous rise in protectionism and a nationalist rhetoric.
“We must acknowledge the challenges of the present, retreat is not the answer. Barriers alone will not protect us, we are part of the solution, part of a globally interconnected economy,” Dr Brimmer said.
NAFSA has been working to ensure US campuses are welcoming for international students, especially after executive orders that instated travel bans against specific countries from travelling to the US.
Dr Brimmer said the orders caused a great deal of uncertainty and NAFSA joined the community in opposing these orders.
NAFSA has also been involved in a range of initiatives such as the #youarewelcomehere campaign on US university campuses and a special welcoming week in September to make international students feel welcome and safe.
Dr Brimmer noted that both the US and New Zealand are countries that value equality, inclusion and opportunity and have a long history of shared interests and collaborations. She said fear should not stop us from pursuing these ideals.
“NAFSA is committed to building bridges, not walls. I am confident that we will succeed in building a more global, internationally engaged global community,” Dr Brimmer said.
ISANA NZ professional development and scholarships
ISANA NZ has four professional development days at the end of September and October, in Auckland, Dunedin, Wellington and Christchurch. The PD days are open to non-members as well as member institutions.
Topics include:
- Volunteering
- Cultural intelligence
- Mental health
- Building intercultural literacy, skills & intelligence
- Ensuring well-being in living contexts
- Self-review
- Transitions & tools
Personnel from MBIE (Immigration) and NZQA will be presenting. Further sector updates will also be provided. Click here for more details and to register.
Scholarships
All new and renewed memberships of ISANA NZ (as of 30 September 2017) will go into a draw for an ISANA NZ Professional Development Scholarship of $1000 to be used in an ISANA context in 2017/2018, including for the ISANA/ANZSSA Conference.
Members may also apply for a $1000 scholarship for attending the ISANA/ANZSSA conference in Australia, 5–8 December 2017. Applicants should email isananz@gmail.com, providing information on how this support will help them attend, the value of the conference to them and ideally an endorsement for their application from another member or from their supervisor. Applications must be received by 25 September 2017 with the successful applicant informed by 2 October 2017.
ISANA NZ is also calling for nominations for its annual awards. Click here for details.