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Growing New Zealand’s education connections in the Middle East
ENZ participated in the re-opening ceremony and stressed the importance of education connections between New Zealand and Saudi Arabia to a 300-strong audience.
A rousing performance of ENZ’s waiata – Manapou ki te Ao – by Ngāti Koraha, a kapa haka group based in Dubai, supported the embassy’s re-opening ceremony.
The event took place in the same week that University of Otago alumna, Rayyanah Barnawi, made the news as she is set to be Saudi Arabia’s first woman astronaut in space when she travels to the International Space Station later this year.  
The visit was a useful opportunity to engage on education with Saudi Arabian government officials and to discuss G2G opportunities with NZ Inc agencies in the wider Middle East region.
ENZ’s Senior Advisor for the Middle East, Bronwyn Shanks, said the visit has been valuable in the way it has helped ENZ to lay the groundwork for an education delegation to the Middle East, including Oman, the United Arab Emirates, and Saudi Arabia in May.
“We understand the significance of the Middle East region for our education sector, particularly Te Pūkenga, universities, English language schools and edtech companies.
“We’re building knowledge and connections on the ground that can help open doors for New Zealand education providers looking to grow their links in the region and look forward to supporting them with a high-level education delegation visit.”

ENZ’s Bronwyn Shanks speaking at the New Zealand Embassy re-opening event, with Ngāti Koraha kapa haka group in support

Alongside the embassy’s re-opening event in Riyadh, ENZ and representatives from the University of Waikato and the University of Auckland met with Saudi government connections, including the National Institute for Educational Professional Development (NIEPD), Technical and Vocational Training Corporation (TVTC), Ministry of Culture, and Ministry of Tourism.
The discussions’ focus was on how New Zealand education providers could support Saudi Arabia’s efforts towards upskilling their young people under Vision 2030.
“It was great to meet some of those young alumni hosted by the University of Waikato and hear about the positive impact their New Zealand education experience continues to have now they are back in Saudi Arabia,” Shanks said.  
ENZ and the University of Waikato also visited the University of Wollongong in Dubai, one of a network of study centres under university consortium NCUK, with which ENZ and all eight New Zealand universities have a partnership agreement to provide in-country foundation programmes. 
Education providers interested in knowing more about education engagement in the region can contact ENZ’s Senior Advisor for the Middle East, Bronwyn Shanks, on bronwyn.shanks@enz.govt.nz.
Second round of German academic exchange funding programme launching in April
ENZ and the German Academic Exchange Service (DAAD) will launch the second round of the German academic exchange funding programme on 5 April after the programme’s successful first round.
Funding will be available to researchers at higher education institutions in Germany and New Zealand. ENZ will fund early-career academics from New Zealand universities and Te Pūkenga – New Zealand Institute of Skills and Technology to travel to Germany, specifically students who are close to completing their PhD and academics who completed their PhD in the last five years.
With the objective of growing the number of applications in 2023, ENZ has decided to move to a model of providing funding up to NZ$12,500 per year for up to two years, without the need for applicants to show any other sources of funding.
The German academic exchange programme is the result of the signing of a Programmes for Project-Related Personal Exchange (PPP) arrangement between ENZ and DAAD in November 2021 to strengthen academic relations between New Zealand and Germany and promote complementary research activities.
ENZ’s Market Development Manager – Europe, Adina Stoye, said the programme had done much to grow academic collaboration between New Zealand and Germany through the partnership with DAAD, which is the world’s largest funding organisation for the international exchange of students and researchers.
“We are pleased with the success of the first round of the programme and are looking forward to seeing more applications for the second round launching in April.
“As an incentive to encourage more participation, applicants are no longer required to show any other sources of funding,” Stoye said.
Ahead of the programme’s launch, ENZ has organised an online information session on Tuesday 4 April at 7pm NZT (9 am CEST).
For more information on New Zealand German academic exchange programme and to apply, please visit this link.
You can register to take part in the information session on 4 April here.
If you have any questions, please contact ENZ’s Market Development Manager – Europe, Adina Stoye on adina.stoye@enz.govt.nz.
ENZ Agent Seminars in China make a strong impact for rebuilding connections

China is the largest source of international students for New Zealand with agents being the leading channel for student recruitment in this market. Building strong connections between providers and agents in China is critical to recovering student mobility, improving awareness of New Zealand as a study destination and strengthening New Zealand's market position. ENZ's Agent Seminars in China are a well-recognised and impactful way of building relationships with a range of key agents.

Education Counsellor and ENZ’s Regional Director Greater China, Michael Zhang, (far left) at the Beijing Agent Seminar with representatives from New Oriental Education Agency and H.E. Grahame Morton, New Zealand Ambassador to People’s Republic of China.

In addition, Agent Seminars also help to keep agents informed with the latest official information and is an important tool that Education New Zealand Manapou ki te Ao (ENZ) and other NZ Inc agencies use to share such information. According to recent Immigration New Zealand (INZ) data, agents in China have a high approval rate for student visa processing.
Currently, ENZ runs its Agent Seminar series twice a year in this region and this latest series of events held in Chengdu, Shanghai, Hong Kong and Beijing were supported by the New Zealand Ministry of Foreign Affairs and Trade (MFAT) and INZ. INZ’s China-based representatives gave in-person presentations, an initiative which was well received with 88% of agents reporting its inclusion as “very or extremely important to their attendance” in a post-event survey.

Participants at the Hong Kong Agent Seminar discuss New Zealand education offerings.

Kevin Wang from the International College of Auckland presenting at the Shanghai Agent Seminar.

To leverage the visibility of New Zealand education providers in the China market, ENZ facilitated media interviews and social media recordings for participants at the Shanghai and Chendgu Seminars. New Zealand providers and ENZ representatives in Chengdu conducted interviews with 13 journalists, the highest response rate for media attending Agent Seminars to date. As a result, three million views were achieved from 58 stories published by 27 local media outlets, with New Zealand university representatives quoted in a media story and an exclusive interview and story for Te Pūkenga on the uniqueness of New Zealand's vocational education in a separate article.

Joyce Zhang, University of Otago, is interviewed by a journalist from local media in Chengdu at the ENZ Agent Seminar.
In Shanghai, the ENZ Shanghai team delivered a China marketing insights session for sector representatives. The presentation titled “Unlocking China’s Education Market: Insights and tools for success” covered:
- The key drivers of the consumer
- China’s media/digital/social media landscape
- The big four – WeChat, Little Red Book, Douyin and Bilibili (case studies included)
- ENZ’s China local marketing plan.
Anyone interested in receiving a copy of the Marketing Presentation can access this here on ENZ’s Intellilab.

ENZ collaborated with Shinyway, the largest agent in the eastern region of China to produce short videos for the agency to promote online. The online promotion aimed to leverage brand awareness of a New Zealand education showcasing New Zealand providers attending the Shanghai event. A big kudos goes to the 18 brave New Zealand representatives who accepted the invitation to participate in the filming. Education Counsellor and Regional Director Greater China, Michael Zhang, was also interviewed to present the advantages of a New Zealand education and our institutions across all sectors.

Shinyway has published all the videos on their consumer-facing social media platforms, including WeChat, Little Red Book, and Weibo. The collaboration enhances New Zealand providers’ market exposure by leveraging Shinyway's influence across their digital platforms and reaching prospective audiences in China elevating our brand profile within a highly targeted audience group.

Mary Nixon, Principal of Takapuna Grammar School participating in the recording for sharing on social media. The first trial video published on Shinyway's WeChat received over 300 engagements including likes, shares, favorites and comments.

87.5% of New Zealand education providers also said that “attendance at the seminars was either “very valuable” or “valuable” for their organisation.”

The dates and locations for the next round of Agent Seminars in China will be announced soon. These details will be posted on the ENZ Events page along with the link for registering.
What do Kiwis think about international education?
Our sector’s successful future requires the public and other stakeholders to know about, and value, international education.
ENZ Director Student Experience & Global Citizens, Sahinde Pala, says the research shows us international education is not front of mind for most New Zealanders.
“However, when the benefits of international education were explained to the research participants, most were really onboard. They were also surprised they hadn’t heard it being talked about publicly and in the media.”
Participants responded extremely positively to the fact international students spend in their community, including to help create jobs across many sectors.
Sahinde says the research showed it is vital that communications broaden the conversation. This means sharing stories about the rich full breadth of other international education benefits New Zealanders care about now including, global citizenship, cultural diversity, tourism, and the fact education is a way to share our innovative ways of thinking, learning and living to benefit the world.
Great fresh insights into how to communicate with Kiwis
Sahinde notes this research gives us the first understanding of the ‘profiles’ of New Zealanders regarding international education – promoters, passives and detractors – and how to share communications that will increase public support.
Encouragingly, half of the NZ population are in the promoter group, with a further 47% in the passive group, and only 3% in the detractor group.
“The greatest social licence gains can be made through the ‘promoter’ group which makes up half of Kiwis. These people either know about international education or they fit a profile of having experiences or attributes that mean they are interested in New Zealand’s place in the world and cultural connectivity. The really great news is promoters will talk to others about international education if they hear it being discussed, and in a way that is meaningful to them.
“This is the task for all of us across the international education system,” she says.
The research also shows that two-thirds of New Zealanders are supportive of students coming into the country in 2021. “This is helpful to understand as we want to ensure those who have stayed and those who come this year receive the manaakitanga Think New promises them,” Sahinde says.
Putting the research findings to work and next steps
Using the insights from this research, ENZ is developing a communications toolkit, including ‘right fit’ messaging, for those in the international education system to use in their own public and stakeholder communications. This is scheduled for release in May.
The toolkit will sit alongside this research, and ENZ’s new regular The Insight Story publication, which provides international education data and insight, as social licence tools to help increase awareness and support for international education.
ENZ is also increasing its own communications to help increase awareness of what international education is, where it is going under the Recovery Plan and NZIES and ultimately, how it benefits students, New Zealand and our global relationships.
ENZ will continue research to understand perceptions and support for international education, including to look at ways of getting real time insights into public sentiment and support.
Read all about it!
The report is now on IntelliLab.
Europe market update for secondary schools
As the sector rebuilds capability and welcomes international students back to New Zealand, this session will provide valuable information to secondary school staff wanting to refresh their knowledge or learn more about working with education agents and recruiting school students in Europe.
We are hosting one 1.5-hour Zoom session on Thursday 16 March from 3.30-5.00pm NZT.
The session will introduce schools to ENZ’s Europe team, provide an update on the market, and have guest speakers on hand to share their experiences of working in Europe.
In previous years, many students from Germany, France and Italy have travelled to New Zealand on student exchanges, seeking new experiences at New Zealand high schools. These countries are a priority focus for ENZ staff based in Europe.
In 2019, 1855 German students, 406 Italian students, and 370 French students spent time studying in New Zealand high schools. At least 66% of German international students were enrolled in schools in 2020, making this the largest subsector for Germany students.
Register for the session here.
Visit IntelliLab here to learn more about the Europe market.
From the CE: The need to connect remains critical
Kia ora tatou,
This month I want to add some colour, and give credit, to the work New Zealand institutions and the Education New Zealand Manapou ki te Ao (ENZ) team have been undertaking offshore in the continuing drive to raise awareness of NZ education options and opportunities.
I have mentioned before how much of this activity is often ‘unseen’ from New Zealand, and yet it is pivotal to our marketing and outreach to potential students, their parents, agents, institutional and government partners. The principle focus of this effort is to engage with students, build awareness, and drive interest and enrolment in New Zealand education providers. But that is not all. These activities and events, play an important role of ensuring the sector and its institutions remain connected to key international counterparts and government agencies, lifting the profile of New Zealand as a destination for international education while building long term resilience for the sector.
Here is a quick update on some of this International activity. Images of some of these interactions are shared in our international photo gallery update here.
China: Massey University and ENZ organised a Massey University friends and alumni reception in the New Zealand Embassy in Beijing on 27 August. About 50 participants attended the event including alumni and partners of Massey University. The event was particularly timely following China being the Country of Honour at NZIEC Ki Tua earlier in the month and highlights the important linkages between government to government and institutional relationships in key markets.
India: ENZ was a gold sponsor of the IC3 Institute annual conference, held in Hyderabad on 23 - 24 August. ENZ was joined at the event by representatives of seven New Zealand universities and saw strong interest among counsellors in New Zealand as a study destination. More than 2,000 delegates attended the two-day event.
Brazil; Colombia - Latin America: Following on from strong interest shown in New Zealand at the first in person expo at the Australian Centre Expo in Sāo Paulo in August, ENZ’s Director of Engagement Latin America, Javiera Visedo, took the opportunity to reconnect with providers and stakeholders across New Zealand after attending NZIEC Ki Tua. In Auckland, she delivered a market insights session to local ELS and PTE sector representatives highlighting opportunities for growth.
Malaysia: The first instalment of the Indigenous People Talk series took place on 13 August with Dr Hazel Abraham from AUT joining Malaysian academics to discuss the importance of education and technology to empower indigenous communities in both countries.
Indonesia: Universities New Zealand signed an arrangement with LPDP (the Indonesian Endowment Fund for Education) on 2 August in Jakarta. The Arrangement was signed by Prof Neil Quigley, University of Waikato Vice Chancellor and Chair of the UNZ International Committee, and Andin Hadiyanto, President director of LPDP. New Zealand Ambassador to Indonesia, HE Kevin Burnett joined representatives of all eight New Zealand universities to witness the ceremony.
South Korea: In three short days from 31 August to 2 September, the ENZ team organised an Agent seminar, a New Zealand Education night reception and the New Zealand Education Fair. All were well attended and interest from attendees was high.
Thailand: Similarly, in a compressed week from 25 - 30 August, the ENZ Thai Team coordinated Agent seminars, the New Zealand Education Fair in Bangkok, and follow-up school visits and agent fairs in the Thai provinces of Chiang Mai, Phuket and Chonburi.
Vietnam: In the lead up to the New Zealand Education Fairs which will take place in October, the ENZ Vietnam team participated in the GSE Education Fair by hosting a ‘Study with New Zealand’ session on 9 September.
If you are interested in learning more about how your school or institution can participate in building connections with international students, contact our international team through this link.
Within New Zealand, we were delighted to welcome the first cohort of students from Ichihara City to undertake a study tour at Waimea College in Nelson from 6 - 20 August. Reinforcing the importance of the study trip, ENZ’s Lisa Futschek joined the Mayor of Ichihara in Wellington to discuss further strengthening of the Education Cooperation Arrangement with Ichihara City that was originally signed in 2020.
Our sector engagement team continued its briefings of key sub-sector peak bodies to outline the ENZ Annual Plan and how it impacts their sector. This included briefings for the SEIBA Board, QTI and ITENZ, and English New Zealand. This followed briefings early in August with international directors of New Zealand universities and Te Pūkenga. Feedback from the bodies was appreciative of the explanation and sharing of the plan, with questions raised at the briefings a key part of the transparent and helpful feedback we received.
The urgency for the international education sector to address challenges and opportunities of the future continued on from the NZIEC Ki Tua conference in mid-August through to the recent ITENZ conference held in Christchurch on 12 and 13 September. The PTE sector has faced some of the most challenging conditions in recent times, but the determination of those attending to identify and take opportunities to regain their previous strength was impressive and bodes well for the sector’s path to a brighter future.
On the marketing front, visits to the Study with New Zealand (SWNZ) website continued to perform well with the total number of active sessions lifting nine percent to 125,203 during August. Of particular interest was the strong interest from Thailand which overtook India in August as the main source of interest with a spike in activity before and during the Education Fair in Bangkok. As we move through the year, other markets are also expected to show lifts in activity associated with local market fairs and promotion.
This week also saw ENZ host the first Tertiary Education Institution Manaaki Scholarship workshop in Auckland since ENZ took over the management of the scholarships programme last November. The workshop was attended by all eight universities and Te Pūkenga, with support and involvement from MFAT, Manaaki alumni and Skills Consulting Group. The scholarships not only benefit the students, but also the sector who gain access to many international students through this unique programme.
As I look back on this month’s review it is obvious to me that to continue the rebuild of the international education sector for New Zealand the need to connect remains a critical part of the recovery. Whether it is happening in other countries or here in New Zealand, it is important to remember we are a ‘people’ business – we need to get out there and connect. Safe connecting.
He aha te mea nui o te ao? He tangata! He tangata! He tangata!
What is the most important thing in the world?
It is people! It is people! It is people!
Ngā mihi,
Grant
Tapping the undergraduate market in India with High School Career Counsellors Workshops

The interactive He Hui educated the counsellors from Delhi and Bangalore on what makes New Zealand one of the most attractive choices for undergraduate students and breadth of opportunities offered by our universities for international students. It was also an opportune time to socialise the New Zealand Excellence Awards | Study with New Zealand which are partial scholarships curated exclusively for Indian students.

High school counsellors play a vital role in influencing undergraduate students and therefore are considered an important stakeholder in the student journey abroad. He Hui was a follow on from the interaction with High School Career Counsellors during the annual IC3 Conference held earlier this year.

New Zealand universities India representatives at ENZ desk at the IC3 annual conference in Hyderabad on 23 August

The IC3 annual conference is India’s largest forum for school career counsellors and tertiary education providers to congregate, connect, network and deliberate on ethical career counselling practices for students. It provides a fantastic platform for international providers to educate and connect with key influencers for the undergraduate learners. As a gold sponsor at the IC3 conference, ENZ received greater visibility to showcase all New Zealand universities as well as the overall sector.

Ankit Mehta, International Recruitment Manager, Victoria University of Wellington presenting at the Delhi workshop

These initiatives are part of India’s rebuild and reconnect strategy, especially with a focus on the undergraduate market. The range of activities have supported an increased level of interest from premier high schools from across the country.

India is an established market for post graduate students. However, growing the undergraduate market requires a defined strategy as Indian students from the metropolitan cities are inclined to favour competitor countries like Australia, US, UK and Canada.

With the high investment and commitment shown by agents and the New Zealand higher education sectors, India can be a very promising undergraduate market for New Zealand.

ENZ will continue to create awareness of New Zealand among High school students through social media campaigns, newsletters, subject-ready reckoners, and the New Zealand Excellence Awards to regain the reputation and visibility that has been affected over the last couple of years.

For more information, please contact Jugnu Roy, ENZ’s Director of Engagement-East Asia and India, Jugnu.roy@enz.govt.nz

Jugnu Roy, Director of Engagement-East Asia and India interacting with counsellors at the Bengaluru workshop
Innovative leadership programme funded by PIF proves great success
The Crusaders partnered with Christchurch-based education provider Boma to develop an engaging online leadership programme sharing the Crusaders Way with rugby coaches for all age levels. The programme draws on rugby legends Scott Robertson, Robbie Deans, Kieran Read and Samuel Whitelock to help participants build a connected and skilful team.
The Crusaders chose to collaborate with Boma because of the values alignment between the two organisations, combined with Boma’s expertise in crafting compelling, impactful, scalable online learning experiences.
Boma is a recipient of ENZ’s Product Innovation Fund, which assists in the development of programmes that deliver new, meaningful and unique learning experiences from New Zealand, for the world.
The funding allowed Boma to embark into a new area and develop the Crusaders pilot programme. Boma already runs events, workshops, and courses, and has worked with leading organisations in Aotearoa and around the world. Some of Boma’s clients include IAG, Meridian Energy, Stuff and New Zealand Trade and Enterprise.
While fully on-demand online courses have been around for a long time, they typically generate low completion rates. Boma’s approach is different, creating a cohort of learners who move through the programme together, leveraging pre-recorded video with time-sensitive community engagement.
Boma founder Kaila Colbin says their unique method delivers extraordinary outcomes.
“Our programmes are designed to offer the quality and impact of Stanford, the scalability of Masterclass, and the excitement and shared experience of TED,” she says.
Kaila explains that the coaches have the flexibility to complete the course in their own time but have a sense of urgency and accountability because of the community element.
The two-week pilot was completed by 114 coaches from 14 countries. It had glowing written feedback and earned a Net Promoter Score, or NPS, of 80%. NPS is a widely used customer satisfaction benchmark in which the potential score ranges from -100 to +100. A positive score is considered good and a score above 50 is considered outstanding.
Boma has big plans for the future, growing from rugby leadership to sports leadership to business and general leadership.
Registrations are open for the next Crusaders course, which starts on 30 January 2023.
Find out more about Boma here and find out more about the Crusaders Coaching Leadership Programme™ here.
Looking back and looking ahead in India
“We’ve seen some successes and we also have some learnings to share with the sector,” says Jugnu Roy, ENZ’s Director of Engagement based in New Delhi.
“With New Zealand’s borders remaining closed for the first half of 2022, it was certainly a challenge to sustain the Indian student pipeline into New Zealand for higher studies. We knew going conventional wouldn’t help, and so we amped up our PR efforts.”
Aligned with ENZ’s approach of offering future-focused education, the team targeted learning opportunities for tertiary students under the umbrella of an integrated campaign – Unlock Potential for the New You. Using digital platforms as well as mainstream media, the strategy included a mix of suitable learning opportunities and unique ways of engaging with our stakeholders. This successful campaign won Gold awards at 2022 South Asia SABRE Awards, ETBrandEquity Kaleido Awards, STAKES PR & Communications Excellence Awards 2022; Silver at Adgully IMAGEXX Awards 2022 and a Bronze at Campaign India PR Awards 2022.
Kick-starting the year with the first event of its kind, ENZ’s India team hosted the ‘Women of the Future’ virtual event. To ensure maximum reach, we collaborated with leading digital platforms such as Femina India and Tweak India, among others, achieving more than 5.8 million impressions. More recently, the collaboration with popular Indian celebrity Soha Ali Khan is helping to create a stronger recall value of New Zealand among Indian study abroad aspirants.
2022 was also a year of big announcements from New Zealand such as the global I AM New Campaign, the reopening of New Zealand’s borders, new scholarships exclusively for Indian students, and a series of visits from New Zealand universities to name a few. Supported by our PR agency, Ruder Finn India, these announcements all made headlines in prominent Indian publications and portals including The Hindu, The Indian Express, Financial Express, and Education Times.
“It’s always a challenge to be heard,” Ms Roy says.
“Some types of stories are much more likely to be picked up than others. For example, stories about our borders reopening, new research on Covid-19, scholarships for Indian students, the United Nations Sustainable Development Goals (SDGs) are of interest, as well as stories about Indian students or academics.
“Our team is always interested in success stories involving Indian students, and we look to New Zealand education providers to help us with sourcing these.
“It’s also important for institutions to be selective about the timing of their announcements, so journalists have the space to focus on each story, rather than choosing between multiple announcements at the same time.
“It's good to establish a single spokesperson for a given institution, and to ensure that Indian journalists seeking information get a timely response – if it’s a wide-ranging article they are likely to go ahead without input from New Zealand, which is a missed opportunity.”
The team is busy pulling together their plans for 2023, including how best to profile these initiatives to ensure high visibility.
“Finally, I would really encourage New Zealand tertiary education providers to think carefully about what Indian students and their families are seeking from investing in an international education experience, and how individually and as a sector we can work together to meet those expectations,” Ms Roy says.
Strong NZ presence at NAFSA 2022
Education Minister Chris Hipkins spoke at the opening plenary event, which was co-sponsored by ENZ and the University of Colorado Denver, and attended by around 2,000 in-person guests including education professionals, government representatives, technology vendors, immigration agents, and specialist media from around the world. A further 2,000 people watched through NAFSA 2022 online.
Alongside the NAFSA programme, Te Pūkenga launched their international education strategy,and ENZ launched the sector’s new global marketing campaign, I AM NEW.

Minister Hipkins with Dr Leon Fourie, Te Pūkenga International Chief Executive

New Zealand’s stand at the expo featured three of the stunning kākahu (garments) at the heart of the marketing campaign. We were delighted that Kiri Nathan, who was the lead designer for the kākahu, was also able to attend NAFSA and spoke at the Thursday plenary event, sponsored by ENZ.

Designer Kiri Nathan with Minister Hipkins

Our marketing campaign is now well underway, with paid advertising in key partner countries supported by media releases, direct mail, social media, online video, programmatic display and other activities. It is driving a significant increase in engagement with our Study with New Zealand website, including many new users. You can view the campaign video and related images on BrandLab.
To date the campaign has reached 48 million people (this is a duplicate total across channels) and has driven 17,000 active visits to the I AM NEW campaign landing page. The Study with New Zealand website has seen 2,164 people sign up since the start of the campaign, with 754 referrals and 1,038 enquiries also registered to various institutions.

Bronwyn Shanks and Emma Wilkins from ENZ on the welcome desk

Next year will be NAFSA’s 75th year, and the conference will be held from 30 May to 2 June 2023 in Washington, DC.

New Zealand's successful presence at NAFSA was supported by many people.