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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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Around the world in five
Asia
Australian TNE looks to India as countries recognise qualifications
Australia and India have signed a qualifications recognition agreement, which comes after Deakin University's announcement of plans to open a campus in India. The recognition agreement is expected to support transnational education and allow students with Indian qualifications to pursue further education in Australia and vice versa.
North America
US educators concerned over new rules on 'third-party' relationships
International educators in the USA are concerned that new Department of Education guidance and oversight of third-party relationships could have negative impact on international student recruitment.
South America
These are the best universities in Latin America in 2023
Latin America and the Caribbean (LAC) has seen a record 140 universities from 12 countries ranked in the Times Higher Education (THE) university rankings 2023, with many of the top region’s universities situated in Brazil.
Europe
New poll reveals public support for international students in the UK
Results from a new poll show that the UK public is positive about the contribution that international students make to the economy, institutions and academic research.
Africa
Visa crisis is jeopardising internationalisation efforts
South African universities face challenges in their internationalisation efforts due to a visa crisis that is affecting international students and staff.
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Around the world in five
AUSTRALIA
Australia to consider July entry for international students
International students may be the first cohort of international travellers that will be exempt from Australia’s current travel ban according to the latest three-step process for exiting lockdown that PM Scott Morrison has outlined.
GLOBAL
Early lessons from moving ELT online: start with what makes your school special
Students – and agents as well – are now faced with a wide range of new online language programmes, and are still measuring the quality of instruction and student experience on offer.
CANADA
Canada: new flexible post-grad work rules
Canada’s government has announced “flexible” post-graduation work permit rules for international students studying at a distance, while individual institutions have introduced millions of dollars in support funds to help students struggling financially as a response to Covid-19.
JAPAN
COVID-19 hits student finances, amid calls for wider reforms
Many students in Japan have been forced to give up university studies for financial reasons, after the country’s coronavirus emergency and lockdown resulted in the loss of part-time jobs and problems with family income.
CHINA
China's top universities cancel entrance exams for overseas students
Universities in China have begun canceling entrance examinations for overseas students, citing coronavirus concerns, as the central city of Wuhan reported a new cluster of cases for the first time since its lockdown was lifted.
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Around the world in five
JAPAN
International students fall behind in job hunt
Despite efforts to encourage Japanese companies to globalise, language issues and mismatches between students and employers mean few job offers are made to international students.
TAIWAN
Government to boost post-study work rights
The Taiwan government is looking to lower restrictions for international students to remain after graduation and access work rights in a move to bolster the country’s professional workforce.
GLOBAL
For international students, shifting choices of where to study
What do falling or stagnating international student enrolments in the US and UK mean for international student mobility around the world?
AMERICAS
Crossing borders: How 10 universities are forging new ties in the Americas
Institutional collaborations are enabling 10 universities across the Americas to work together on common issues such as lack of technological innovation, climate change and public health issues.
GERMANY
Germany seeks solutions for lack of teachers in schools
An "education emergency" looms in Germany as schools struggle with a shortage of nearly 40,000 teachers due to a population increase and hurdles to get into teacher training programmes.
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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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GLOBAL
QS 50 Under 50 highlights competitiveness in global higher education
In a global race to cater for a growing student population and demand for better provision, Asia is a world leader for young outstanding institutions, according to the latest QS Top 50 Under 50 2020 Ranking.
EUROPE
First 17 European Universities’ alliances announced
The European Commission has announced the first 17 projects that will receive funding for a three-year pilot under the European Universities Initiative funded by the Erasmus+ programme.
GLOBAL
How international students use digital and social media to plan study abroad
Institution websites are the most useful tool for international students planning study abroad, while social media channels offer a “sneak peek” of the student experience, according to the 2019 QS International Student Survey.
ASIA
Asia Pacific’s most innovative universities for 2019
South Korea’s Seoul National University tops Reuters’ ranking of Asia Pacific’s Most Innovative Universities, a list that identifies and ranks the educational institutions doing the most to advance science, invent new technologies and power new markets and industries.
GLOBAL
What do international graduates need to compete locally?
The number of people from non-English-speaking countries moving to English-speaking countries for study continues to boom.
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Around the world in five
Global
Findings from the latest Global Enrolment Benchmark Survey reinforce the profound impact of current policy settings in Australia, Canada, the UK, and US on international enrolments. Universities in those countries reported significant declines in new enrolments at both undergraduate and postgraduate levels.
France
Number of students in higher education more than doubled in 20 years, but inequalities remain
UNESCO’s first Higher Education Global Trends Report shows that the number of students enrolled in higher education worldwide has more than doubled over the past two decades, reaching 269 million in 2024. International mobility has tripled over the same period, with nearly 7.3 million students studying abroad, half of them hosted in European and North American countries.
United Kingdom
Climate-ready countries attracting more international students, major study finds
Countries that are better prepared for climate change are becoming more attractive to international students while more vulnerable nations are losing their appeal, according to a major new global study involving researchers from The University of Manchester.
South Korea
South Korea in post-study visa push amid shift towards quality
After surpassing its ‘Study Korea 300K’ target ahead of schedule, South Korea says it now wants to shift focus towards ‘strategic quality management’, post-graduation opportunities and long-term talent retention.
Germany
India’s smaller cities fuel Germany’s popularity as students rethink study abroad
According to a recent TerraTern survey of more than 2,800 students and early-career professionals across smaller Indian cities, Germany emerged as the most preferred destination, with 75 percent selecting it as their top choice, followed by the US (68 percent), UK (62 percent), Australia (55 percent) and Canada (50 percent).
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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
‘Islands of internationalisation’ risk as central Asian hubs grow
Central Asia has emerged as a new hub for international universities in recent years but countries in the region are being urged to ensure domestic universities and research systems benefit from branch campus push.
Global
The questions families are actually asking
Inside the student advising conversation in 2026.
Europe
Manifest Global acquires EduGo Abroad to expand Europe offering
Singapore-headquartered Manifest Global has acquired India-based international education consultancy EduGo Abroad, in a move that will strengthen the group’s presence in the European higher education market.
Australia
What 44+ nationalities of international students taught me
Nick Shrestha, founder of Career Panacea, a graduate employability and workforce development platform, shares insights on international students and graduates navigating work pathways.
Viet Nam
15% decline in Indian students seeking undergraduate courses in US: Report
The report recorded a 15 percent decrease in applicants from India, the top source for international students in the US.
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From the CE: An update on our response to COVID-19
COVID-19 continues to be a major focus for us, as it is for you.
The World Health Organisation declared COVID-19 a pandemic on 12 March. As Director-General of Health, Dr Ashley Bloomfield says, we have been planning for and acting as if COVID-19 was a pandemic since the beginning of the outbreak.
The New Zealand Government’s number one priority is the health of people in New Zealand and the Pacific Islands. International students are a valued part of New Zealand’s education system and of our community. New Zealand provides quality education to many thousands of international students each year, and we want that to continue.
The health and well-being of our international students is of uppermost importance – both the students whose travel to New Zealand has been delayed and those who are currently here, far from home, during a period of uncertainty. We are all working together to ensure they have the care, support and information they need.
The international situation around COVID-19 continues to evolve and the international education sector is working in an environment of rapid change and a lot of uncertainty, as things develop on a daily basis.
We are working with providers and agencies across government to map out the way forward. In the short-term, we wanted to give you an idea of some of the immediate steps that ENZ has in train. These include:
- Ongoing monitoring of global responses and flow-on impacts for the international education sector – which we will share with providers
- Tailored communication to and support of agents around the globe through AgentLab (March)
- Market intelligence soundings (ongoing)
- Testing market sentiment in China and other affected countries (March)
- Enhancing our content on WeChat (March)
- Continuing to develop NauMai NZ as a platform to get information to international students (March)
- Taking our regular pulse check of the health of the brand globally (from April)
- Exploring online delivery of ENZ events globally (March/April).
We are very keen to work collaboratively with the sector. We look forward to the discussion with provider representatives at the peak bodies’ forum on 18 March.
We are continuing to update ENZ’s COVID-19 webpage to provide links to the latest information for students and their families, agents and sector peak bodies.
Impacts on our work
Because of the COVID-19 outbreak and travel restrictions, ENZ has cancelled or postponed a range of events and initiatives. Our offshore activities in particular have been impacted by the responses of host countries to COVID-19. We will continue to communicate these developments directly to affected New Zealand industry and other stakeholders.
In addition, we have postponed the applications for the Prime Minister’s Scholarship for Asia (the Prime Minister’s Scholarships for Latin America are unaffected). We cannot support scholars to travel to the Asian region at this time. We will review the situation later in the year. Please check our webpage for further updates.
Similarly, ICEF Australia New Zealand (ANZA) has been postponed to 3-5 August 2020; APAIE 2020 (Asia Pacific Association for International Education) has been postponed until March next year; and the IALC 2020 Auckland Workshop (26-29 March) has been cancelled. Other postponements and cancellations continued to be advised and we expect this trend to continue.
Other measures
- Offshore or blended delivery
- We have been asked about alternative delivery for students not yet able to enter New Zealand.
- NZQA has advised it is enabling non-university tertiary education providers to temporarily support students who are affected by COVID-19 travel restrictions through online/blended learning options.
- If you have a programme that is approved for online/blended delivery, please contact NZQA on 0800 697 296 for more information.
- This temporary approval does not apply to training schemes
- 3% surplus not required this year
- The Tertiary Education Commission has advised tertiary education institutes (TEIs) this week that a 3% surplus on revenue is not expected this year, due to the impact of COVID-19.
Student eligibility for health care
Also in response to sector questions, the National Health Coordination Centre, which is part of the Ministry of Health, has confirmed that “people who have or who are suspected of having an infectious and/or quarantinable disease are eligible for publicly funded health services to address the risks to other people.” Further information is available on the Ministry’s website.
Further information
Here in New Zealand, the Ministry of Health is the key source of information on current entry restrictions and advice for people travelling to New Zealand, self-isolation and prevention measures. The Government has extended entry restrictions and entry requirements into New Zealand as a precautionary measure to protect against the spread of COVID-19.
Other key sources of information on COVID-19 are the: Ministry of Education and Immigration New Zealand, as well as ENZ’s webpage for students, agents and peak bodies.
