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Letter from the CE: Kiwis see the benefits of international education
The 2018 Perceptions research announced today tells us that an increasing number of Kiwis value the sector, which is great news. More New Zealanders can see how international students impact on more than just the education provider they are attached to.
Some of the key findings include that 73% of New Zealanders believe international education benefits New Zealand tourism, 62% believe it benefits our economy and 61% believe it benefits our international networks and trading connections.
These positive perceptions are growing – more New Zealanders noted these benefits than in previous years.
This is a fantastic result and reflects the hard work undertaken by education providers, regional bodies, government agencies, students and the many other champions of our sector who tell our story and showcase the many ways international education enhances our country.
The Perceptions research findings come on top of the $5.1 billion valuation announced last week, which places international education as New Zealand’s fourth largest export industry – one that also supports close to 50,000 jobs.
Taken together, these reports show an increased understanding among New Zealanders of how international education can help to build New Zealand's global linkages, fill skill shortages, enrich our cultural diversity and grow our regional economies.
I’m optimistic that this understanding will grow and, by looking to the International Education Strategy to guide us, our sector can continue to deliver for all New Zealanders and provide meaningful experiences for international students.
For more information on the Perceptions research, click here.
For more information on the economic valuation, click here.

Grant McPherson
Chief Executive, Education New Zealand
ENZ success at the NZ Direct Marketing Awards
It is the first time in the Awards’ history that one organisation has taken out all of the top honours. ENZ was also awarded a further seven golds, three silvers and one bronze across a variety of categories.
The awards, which celebrate excellence in digital, database and direct marketing, recognised ENZ's database marketing strategy over the past 18 months, including its Study in NZ database marketing programme, MyStudyNZ member website and Future Proof Yourself campaign.
Each was delivered with the support of SpeakData, ENZ’s data partner, and OMD, ENZ’s media partner.
ENZ Chief Executive Grant McPherson was delighted with the agency’s success.
“We’ve made a fundamental shift from promotions, events and limited fact-to-face interactions to a sophisticated digital marketing approach that is truly global that is an asset for New Zealand education providers involved in international education.
“We want to attract students who choose New Zealand for the value of our education offering and contribute to New Zealand and our society by helping us grow our understanding and connections with the world.”
Paul Irwin, ENZ’s General Manager Student Marketing, said ENZ’s digital approach matched the key audience that New Zealand needed to connect with – students.
“The current generation of students live and breathe in a digital world. Today’s students expect to be able to find what they need on-line and this is playing a key role in their decision making,” said Paul
“Our digital approach connects students to education offerings that are optimally suited to their interests and ambitions. This helps them have the best possible experience living and studying in New Zealand and boosts employment outcomes.”
The NZDM Awards are one of two key annual New Zealand marketing award events and are run by the New Zealand Marketing Association.
This was the first time ENZ entered the awards, competing against many of New Zealand’s biggest corporates, including Spark, Westpac, ANZ, Vodafone and Air New Zealand.
Sustainable growth for schools
Industry experts shared their vision of sustainable school growth at NZIEC.
Why should students choose your school?
Dr Stephen Holmes, founder and Principal of The 5Rs Partnership, says the international school landscape is compelling for students.
He believes New Zealand schools will benefit from having clear, distinctive positioning.
“Find a cogent and compelling reason for your audiences to choose your school over others,” he says.
Stephen’s top tips include:
1. Find your school’s intrinsic strengths rather than trying to be everything to everybody. “Don’t give me 50 reasons to choose you – give me three reasons to choose you.”
2. Communicate substance – teaching, pedagogy, curriculum and staff.
3. Back up your claims with evidence of the impact you have on students.
4. Make sure staff are engaged with your messaging, so the rhetoric is backed up by the delivery.
5. Focus on reputation and co-brands (affiliations, partnerships; who goes to your school).
6. Word of mouth has more impact than traditional marketing. Parents, staff and former students are all important advocates.
How to promote internationalism
For John van der Zwan, Executive Director of SIEBA, internationalisation is a powerful driver for student recruitment and an essential element of future-focused education.
He says the aim of internationalisation is to help students become culturally competent and globally ready.
John believes internationalisation requires a commitment across all areas of the school, and should be embedded within teaching and learning.
The role of international staff in internationalisation, he says, is to:
- Support or coordinate cultural PLD (professional learning and development).
- Promote and lead cross-cultural activities.
- Write a paper for the board and school leaders.
- Be an advocate and make conversations happen.
From the CE: Building back New Zealand’s international education experience
One of the highlights for me was experiencing a warm Southern welcome in Christchurch and Dunedin, in late August. It was useful to hear from a cross-section of key education providers and other education-related organisations about what’s top of mind for them. There was an opportunity to hear about their plans for the year ahead and discuss what’s being planned at Education New Zealand Manapou ki te Ao (ENZ), and how we can best support each other.
People expressed cautious optimism about inbound student numbers for 2022, saying they have adequate applications in the pipeline to be comfortable with progress (as much as 50% of pre-pandemic levels for some). They mentioned that the fourth border exception group of international students, Cohort 4, is having a positive impact on student numbers. Many of the recent arrivals had started their studies with New Zealand online in their home countries – a testament to the huge effort made by providers, with support from agents and our international teams, to continue reaching out to students and offering online study options while our borders were closed.
The visit ended with a Christchurch City Council and ChristchurchNZ mayoral welcome for around 140 tertiary international students, from across the wider Christchurch region – a memorable evening.
Another successful welcome for international students took place in September, hosted by the University of Auckland. Both Prime Minister Jacinda Ardern and Education Minister Chris Hipkins spoke at the event, in a clear demonstration of the government’s commitment to international students and international education.
This week I returned from a short visit to London and Barcelona, as part of ENZ’s plans to revisit all our key partner countries now our borders have reopened. The timing coincided with the annual EAIE Conference and Exhibition in Barcelona, which attracted more than 6,300 participants from over 90 countries. EAIE is the largest business-to-business conference and international education event in Europe. It provided a great opportunity to reconnect with key partners and other contacts, and to continue to let them know we are open to welcome students. You can read more about New Zealand’s pavilion at EAIE and the providers who took part in this month’s E-News.
In London, I had a series of meetings with key government and education sector contacts, including Professor Sir Steve Smith, the UK Government International Education Champion. A range of opportunities were discussed during these meetings, and we will follow up on these with the sector in New Zealand. I also met with journalists to promote a New Zealand education, including Times Higher Education and StudyTravel magazine. The final engagement of the London trip before heading off to Barcelona involved presenting an award at the PIEoneer Awards ceremony. The four awards won by New Zealand organisations that evening are covered later in this issue.
Finally, I’d like to thank everyone involved in the Asia Pacific Technical & Vocational Education and Training Forum, which took place from 14-15 September 2022. This online event, which is run in partnership between Te Pūkenga, Skills Consulting Group and ENZ, attracted more than 2,000 delegates from 60 countries, and has resulted in significant positive feedback.
In the spirit of Te Wiki o te Reo Māori I’d like to end with a whakataukī that highlights the importance of language:
Kia kaha, te reo Māori - Let’s make the Māori language strong!
Ngā mihi nui,
Grant McPherson
Tauranga education delegation travels to Korea and Japan
Two successful education fairs were held in Korea, with more than 100 Korean students committing to study in Tauranga from Term 1, 2023 onwards. 400 people attended the events overall.
Relationship-building was also a key focus of the trip, making many new connections and strengthening long-term ones in both countries.
Korea
The trip to Korea was coordinated by Education Tauranga and TKT agency. The two organisations held education fairs together in Korea for 12 years prior to COVID-19. This trip was especially important as 2022 marks 60 years of diplomatic relationships between New Zealand and Korea.

Regional marketing at the Seoul education fair

“It was exciting to travel offshore again to promote the Tauranga region. Korean families contribute so much to our city and our community - socially, culturally, and economically,” says Education Tauranga Regional Manager Melissa Gillingham.
The trip provided an insight into Korean culture and helped school representatives understand the support families need as they settle into life and school in Tauranga.
On average, Korean families stay in Tauranga for two to three years and contribute about $20 million per year to the local economy. A single family will spend about $100,000 per year on various costs related to establishing a home and participating in tourism activities.

Anne Young from The University of Waikato explains the Tu Ngatahi pin to a prospective parent at the Seoul education fair

Because the group was the largest New Zealand delegation to visit South Korea since the end of 2019, Education Tauranga organised a special Alumni Event with support from Education New Zealand. Hosted by New Zealand’s Ambassador to South Korea, Philip Turner, the event attracted 70 alumni Korean families.
The families were eager to reconnect and relive the positive experiences they had living and studying in Tauranga.
“It was fantastic to have the opportunity to connect with them again face-to-face and see what they've been up to since returning to Korea,” says Anne Young, International Manager of the University of Waikato Tauranga Campus.

Greenpark Primary School reconnecting with the sister-school they have had reciprocal exchanges with for 18 years, Hansin Elementary

Visits to sister schools were next, with representatives from the delegation calling on Sanui Primary School and Hansin Elementary. They were treated to full school tours and discussed next steps in strengthening their relationships and the potential for restarting international exchanges once again.
In addition to the education fairs, this was an opportunity to reconnect with Tauranga’s ‘friendship city’ in Korea; Ansan. Situated on the outskirts of Seoul, Ansan is a planned city that grew from a population of 120,000 to over 750,000 in the past 35 years. With a wide scope of primary and secondary industries, and a strong focus on sustainable growth, there are similarities connecting Tauranga and Ansan city.
Japan

After the success of the events in Korea, Tauranga city representatives Dean Prendergast and Melissa Gillingham travelled on to Japan to continue reconnecting with their international contacts.

Meeting with Waseda University and Japanese Women’s University at the New Zealand Embassy, hosted by ENZ representative, Misa Kitaoka

This year marks 70 years of diplomatic relations between New Zealand and Japan. Mr Prendergast and Ms Gillingham visited the New Zealand Embassy to celebrate this milestone. There they met with representatives from top Japanese universities, Waseda University and Japan Woman’s University, to discuss studying abroad and online exchange activities.
High interest in the United Nations’ 17 Sustainable Development Goals is shared between the two schools.
“It’s important to discuss ways for youth to connect over common goals that will continue to unite our two countries for future generations,” Ms Gillingham says.
The final stop on the trip was Tauranga’s sister-city, Hitachi, in the Ibaraki prefecture. Next year the two cities will be celebrating the 35^-year anniversary of the sister-city relationship, a significant and long-term connection that has seen many exchanges on an educational, economic, and personal level.
The representatives had an opportunity to meet with Hitachi Mayor, Haruki Ogawa and exchange stories. Mr Ogawa was delighted to meet with the delegates and is waiting eagerly for the next mayoral delegation to visit Hitachi.
Thai delegation signs MOUs with two NZ universities
Education New Zealand’s Manapou ki te Ao (ENZ) Programme Manager, Jaruwan Pongjaruwat, led the Thai delegation from Rajamangala University of Technology (RMUT) and Silpakorn University (SU). The delegation visited several universities and Te Pūkenga business divisions across both the North and South islands in the last week of May.
Jaruwan said that the main aim of the visit was to facilitate a Memorandum of Understanding (MOU) signing between RMUT and the University of Otago and between SU and the University of Canterbury. It also proved a good opportunity to further develop the relationship that these offshore partners have with Te Pūkenga.
“It was an absolute pleasure to accompany this group of senior officials from RMUT and SU around New Zealand. The visit gave the RMUT delegation members an opportunity to revisit institutions which they have previously partnered with for student and teacher mobility projects, including Wintec, Weltec and Otago Polytechnic.

RMUT and SU delegates see how Wintec manages engineering material and resources across different disciplines.

“It also provided an opportunity for our delegation to visit new education providers such as the University of Waikato and the University of Canterbury to learn more about the areas in which these institutions excel. They particularly enjoyed learning more about what each institution has to offer and seeing how New Zealand education providers link research to commercial products and services. On top of that, delegates also had the opportunity to visit Weta Workshops and have dinner at Bellamy's restaurant in The Beehive whilst in Wellington," said Jaruwan.

Thai delegates visiting the University of Canterbury’s Faculty of Engineering

It is hoped that this visit will lead to future projects in the areas of teacher development, articulation programmes, student mobility and a joint foundation programme. The joint foundation programme will now be extended to cover students studying science and health science, allowing students a pathway to all eight New Zealand universities.
Summer holiday fun for Vietnamese students at the 2023 New Zealand Future Skills Camp
At this year’s camp, in addition to NZ EdTech Code Avengers which specialises in digital skills training, Education New Zealand Manapou ki te Ao (ENZ) also worked with another NZ Ed Tech company Chasing Time English, a digital platform that enhances English language learning through exclusive short films. Three local partners were involved to help promote and deliver training sessions for the students.
20 teams were shortlisted for the camps which ran from Saturday 24 June to Sunday 2 July 2023. The teams could participate in a variety of online and in-person group work and interactive activities, learning coding skills together with English skills for an intercultural environment. After the camps, the teams were required to work on a coding project themed “Making a creative and impressive 'Our Future Profile' Webpage introducing your team 15-20 years from now”.
The top eight teams with the most impressive webpages were then invited to present their products, in English, to a panel of judges on Sunday 16 July. The other teams from the 20 who were shortlisted were also invited to the Awards Ceremony held on Friday 7 July to receive certificates and announcement of the final results either in person or virtually.
His Excellency Mr. Scott James, New Zealand Consul General in Ho Chi Minh City, attended the Awards Ceremony. In his remarks, he said “All of the students here are already winners because you have not only surpassed many contestants to come this far, but you have also taken the courage to step out of your comfort zone and embark on this adventure to learn new skills.”
Assoc. Prof. Minh Nguyen, Head of Department Computer Science and Software Engineering at Auckland University of Technology, was one of the judges who evaluated the teams’ webpages and then the short-listed presentations. He commented: “It was an absolute pleasure to be a part of such an inspiring event. The creativity and innovation displayed by the teams was truly impressive.”
Ms. Karen Kemsley, Production Manager at Chasing Time English who taught students at online sessions, said: “I had a wonderful time with the NZ Future Skills Camp students. Everyone participated enthusiastically which made the classes both fun and engaging. They took every opportunity they could to share creative opinions and ideas while demonstrating excellent English language skills. They were an absolute delight!”
The 1st prize winning team, together with two 2nd prize winning teams went on to represent Viet Nam at the New Zealand – Asia Code Camp Day on 5 August with other students from Indonesia, Malaysia, South Korea and Thailand.
NZFSC not only provided an exciting and meaningful summer event for the participating students, but also left both students and their parents with a very positive impression of Aotearoa New Zealand as an innovative, welcoming and beautiful destination for their potential international education plans.
Record audience for early childhood education symposium with China

This year, the symposium attracted a live audience of 350 attendees and a livestream audience of 100,000, well over the number of attendees in previous years. The symposium’s theme was ‘Advancing Inclusiveness in Early Childhood Education’.

The Early Childhood Education Symposium is an initiative between Education New Zealand Manapou ki te Ao (ENZ) and China Center for International People to People Exchange (CCIPE), a sub-agency of China Ministry of Education (China MoE).

The symposium provides a platform for New Zealand Early Childhood Education (ECE) institutions, academics, practitioners, and policy experts to engage in a cross-cultural dialogue. It leverages New Zealand’s expertise in ECE teacher training programmes.

This was the first year that a delegation of government representatives and ECE experts from New Zealand travelled to China to present at the symposium in person, which sent a positive signal to education partners in China about New Zealand’s strong focus on reconnecting and strengthening our education credentials in the China market.

The symposium’s live presenters from New Zealand included Dr Jane Ewens, Manager Early Learning, Ministry of Education and Fiona He, Director and Founder, TuiTui Educare/Universal Kids Early Education Centre. Dr Ewens presented an overview of the New Zealand Government’s policy focusing on advancing inclusiveness in early childhood education.

ENZ’s General Manager International, Lisa Futschek, who provided opening remarks, said the symposium highlighted the special education relationship between New Zealand and China and our long and fruitful dialogue in a variety of education areas.

“It’s fantastic to see how the symposium has grown and evolved since 2020. We were delighted to be able to travel there, grow our connections in-person, and enable collaboration between people across the education landscape in both our countries.

“2023 has already been an exciting year for rebuilding face-to-face connections for New Zealand and China, and the symposium just helped us build on that so wonderfully,” Lisa said.

ENZ General Manager International, Lisa Futschek.

CAO Diefeng, Deputy Director General, China Centre for International People-to-People Exchange indicated in his opening remarks that the China-New Zealand Early Childhood Education Symposium has received extensive attention because of its scale and influence. It is highly welcomed by the education sector from both China and New Zealand and is becoming a key platform for early childhood education communication.

“The symposium exemplifies the sound education cooperation between our two countries and plays an important role in deepening substantive cooperation by both sides,” CAO Diefeng said.

Dr Jane Ewens said the information exchange was valuable to all audiences and demonstrated there are opportunities for the Ministry of Education to learn from our Chinese partners.

“We can create stronger educational ties and foster ongoing cooperation with China, aligning with government priorities. This could include exploring attracting Chinese teachers and students to New Zealand's early childhood education teaching workforce.

“There is also an opportunity for New Zealand practitioners and policy makers to consider and possibly integrate how China implements their curriculum as we develop curriculum resources for New Zealand Early Childhood Education kaiako (teachers),” Dr Ewens said.

Dr Jane Ewens from the New Zealand Ministry of Education presents the Policy Overview.

This year’s symposium resulted in a range of valuable outcomes for New Zealand’s education relationship with China and for the sector. The symposium generated good visibility for New Zealand, with 45 media articles (accounting for almost four million views), which included reporting from top tier Chinese media. Many connections and leads for New Zealand participants were created during and after the symposium – one New Zealand speaker reported being approached by 50 Chinese counterparts after their virtual presentation.

Aside from the symposium, the New Zealand delegation’s key objectives included supporting a bilateral education initiative linked to the New Zealand-China Arrangement on Education Cooperation and Training, while showcasing New Zealand’s expertise in early childhood education practices and curriculum to audiences in China.

The visit provided a chance for the delegation to understand best practices in early childhood education from a Chinese cultural perspective that they could put into practice in New Zealand to better support learners from Chinese backgrounds. As part of the programme in Nanjing, the delegation visited two kindergartens and presented a panel session with academics and students at Nanjing Normal University.

If you are interested in the ECE Symposium or partnering with ENZ on this event in the future, please contact the ENZ China team at China@enz.govt.nz.

The audience in Nanjing take notes during the presentations.

Attendees of the Hefei Shuangyou Education Group in Anhui Province watch the symposium online.
SheLeads Campaign – inspiring future Indian learners
Launched on International Women’s Day on 8 March, the SheLeads campaign was developed by Education New Zealand Manapou ki te Ao’s (ENZ's) India-based team. The campaign was multi-pronged and aimed to celebrate women leaders and alumni across various disciplines from New Zealand education providers with a diverse audience of young and mature learners in India.

The campaign was launched on ENZ’s South Asia LinkedIn channel which was then used throughout to highlight the impact and value of a New Zealand education through the sharing of success stories of women leaders in New Zealand and beyond as well as those of Indian women alumni. Education media across several key Indian publications also reported on the campaign to their estimated 58 million readers.

The LinkedIn campaign profiled over 24 women leaders and achieved 105,000 impressions, 1,500 page views, while the ENZ South Asia page gained more than 600 new followers, surpassing the campaign’s targets.

To engage students and lift the NZ education profile amongst this group, a SheLeads debate competition was organised between five leading schools in Delhi. The students were tasked with debating “the underrepresentation of women in STEM”’ and the 50 plus participants were invited to share diverse perspectives and include examples from New Zealand.

Undergraduate learners from over 100 tertiary Indian Institutions were also invited to participate in the campaign through submission of video essays. A shortlist of 10 entries were judged by Professor Carol Mutch from the University of Auckland’s Faculty of Education and Social Work.

Images from the SheLeads debate competition held at Delhi Public School.

Finally, ENZ hosted a virtual workshop on ‘Organisational Change and Resilience’ with school principals and leaders from over 500 schools across India invited to attend. This workshop was facilitated by AcademyEx Founder, Frances Valintine and discussions focused on the innovative approach to learning that leaders must now consider in this rapidly changing world.

The finalists and winners of both competitions were invited to a campaign concluding event at the New Zealand High Commission in New Delhi on May 18. The event featured an engaging line up including an inter-school debate competition for the debate competition finalists, a panel discussion featuring alumni titled “Trailblazers: Women leaders who catalyse change” and the SheLeads Essay Showcase featuring the top three finalists. New Zealand’s High Commissioner to India, H.E Patrick John Rata was on hand to present the winners with their awards in front of guests that included high school counsellors, students, parents, and representatives from New Zealand institutions as well as the Principal of Jesus and Mary College in New Delhi.

ENZ’s Director of Engagement East Asia and India, Jugnu Roy, said that it was a huge privilege being able to interview so many talented women leaders and alumni to showcase their outstanding achievements. She also said that seeing the energy and enthusiasm that the students brought to both competitions was another campaign highlight.

“New Zealand has a proud history of striving for gender equality and continues to improve outcomes for women by strongly supporting women in education and training, utilising women’s skills to grow the economy, and encouraging and developing women leaders.

“I am sure this campaign will inspire our students here in India, particularly our female students, to consider choosing New Zealand as an education destination and follow in the footsteps of these incredible role models,” said Jugnu.
New Zealand to be Country of Honour at China Annual Conference for International Education and China Education Expo 2025

CACIE is the largest international education conference in China connecting professionals, researchers and international education stakeholders. The 2023 Expo hosted 18 national pavilions, attracting 364 institutions from 34 countries and regions with a total of 28,980 visitors, including prospective students. New Zealand has participated in CACIE for 19 consecutive years.

The Expo is scheduled for late October 2025 in Beijing, China.

Michael Zhang, Regional Director Greater China, ENZ said, “Being Country of Honour is not only a privilege, it is a significant opportunity to raise awareness of New Zealand’s education offerings to China and a wide audience, including government leaders and officials, education providers, agents and students.”

The invitation builds on the momentum from high-level education engagements with China in the past two years since the borders reopened, including Premier Li’s visit to New Zealand in June 2024, and two visits to New Zealand by Education Minister Huai Jinpeng in 2023 and 2024.

China is New Zealand’s largest source country of international students accounting for 35 per cent of enrolments in 2023, and a top destination for New Zealanders on the Prime Minister’s Scholarship for Asia.

Zhang said, “Education links are an important part of New Zealand’s relationship with China. Being Country of Honour is an opportunity to support our international education sector to strengthen their links with Chinese counterparts and build new connections. This will help enhance student mobility, academic and research collaboration, and people-to-people links.”

Education New Zealand leads New Zealand’s education engagement with China and supports our providers in-market. This includes managing bilateral education cooperation initiatives such as high-level dialogues, sectoral forums, student mobility channels, national-level education events and research programmes such as the long-standing Tripartite Partnership Programme.