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Large contingent of New Zealand education providers at China’s biggest international education events

Kicking off the series of events was the China Annual Conference and Expo for International Education (CACIE) in Beijing from 26 to 28 October. Over 4500 participants from 60 countries and regions attended CACIE 2023. This event is China’s largest annual international education conference and this year saw 16 New Zealand providers spanning all our education subsectors exhibiting at the ENZ hosted New Zealand Pavilion.

New Zealand’s representation was amongst a total of 18 national pavilions and 326 education providers from 33 countries and regions. An estimated 20,480 attended the CEE Beijing fair in person over the two days and our participation generated visibility and fostered relationships with speaking appearances, media interviews and engagement with senior Chinese stakeholders during the conference.

ENZ’s Regional Director, China, Michael Zhang said that the highlight of the government-sponsored event was having New Zealand being offered speaking slots for several keynotes, helping raise the visibility of a New Zealand education to a wide audience, especially given the level of competition from other countries at the Expo.

“The New Zealand pavilion once again secured the prime spot in the expo and during the conference, a reflection of our excellent in-market and government relationships and an important factor in helping to regain New Zealand's visibility in China’s international education sector.

“The student mobility activity in China has come roaring back this year following the pandemic. The market is huge, but competition is fierce. A few key takeaways from this major event were how student enquiries are becoming much more outcomes driven, career focused and detailed in comparison around offerings, compared to the start of the year where students had more broad questions about a New Zealand education.

“It’s also clear students in China are increasingly shopping around and applying to more study destinations before making a decision. This suggests we need to strengthen our efforts around conversion to ensure we remain competitive, and students will choose New Zealand when faced with offers from multiple destinations” added Michael.

ENZ’s Regional Director, China, Michael Zhang, undertook several media interviews, including with tier one Chinese education media channels Study Abroad magazine and China Education Television. ENZ also facilitated media interviews between Chinese media and New Zealand providers at our national pavilion.

Following the China Education Expo, a series of agent seminars were held in Beijing, Shanghai and Guangzhou between 30 October and 3 November.

The Beijing Agent Seminar hosted 38 providers and 80 agents and school counsellors with more counsellors from the international departments of public schools attending than in previous years. New Zealand Ambassador to China, HE Grahame Morton, attended the event and four representatives of Immigration New Zealand’s Beijing office were also on hand to engage with agents and delivered a series of presentations. These in-market presentations attracted full houses across the Beijing, Shanghai and Guangzhou events – reflecting a strong demand for capacity building from Chinese agents. Much of the interest was focused on student visa applications and processing, decision times, and troubleshooting issues.

Attendees at the Beijing Agent Seminar

The Shanghai Agent Seminar saw over 100 agents meeting with the 40 New Zealand Education providers present, with New Zealand Consul-General Ardi Barnard providing opening remarks. An on-site livestream session reached 2,566 viewers across five platforms earning over 6,000 engagements. In total 28 NZ providers representing all sectors opted-in to undertake flash interview sessions during the livestream. Broadcasting by ENZ’s and partner agent online platforms, providers were able to introduce their institutions, programmes, and other features directly to prospective audiences online. Enquiries generated during the livestream are being followed up by ENZ who are directing them to the appropriate New Zealand education provider’s website or contact information and agents.

One of four livestream sessions that ENZ hosted featuring representatives from New Zealand universities, PTEs, Te Pūkenga and other tertiary institutions. ENZ gave advice to students and parents about how to choose study programmes based on the job market trends in both China and New Zealand.

Lastly, the Guangzhou Agent Seminar on 3 November saw 33 different New Zealand institutions meet with over 220 education agents and school counsellors. The seminar was supported by NZ Inc agencies and Rachel Crump, New Zealand’s Consul-General in Guangzhou, provided opening remarks for the events. A photo exhibition supported by MFAT, Connections through time, exhibited just outside the Agent Seminar space. Representatives from Tourism New Zealand and New Zealand Trade and Enterprise hosted a Study Tour photo booth at the Seminar while both agencies talked to interested agents about their New Zealand Study Tour Alliance.

In Guangzhou, eight local media outlets were invited to the event. They all spoke with sector representatives at the seminar about their programmes and enrolment requirements. As of 10 November, seven featured articles have appeared across these channels.

A big mihi/thank you again to all the New Zealand providers who helped make these events such a success.
High level of interest in vocational education forum
Organised by Skills Consulting Group and Education New Zealand Manapou ki te Ao (ENZ), together with Te Pūkenga, the forum provided an opportunity to share knowledge and insights on best practice in technical and vocational education and training, in an accessible format.
A key theme was the importance of close relationships with industry, particularly in terms of apprenticeships. For some participants, a longstanding perception that higher education is more important than vocational education remains a challenge. Student panel participants also talked about the confidence and support that their parents provided when they were making decisions about whether to enter vocational education programmes, and having no regrets about the career paths followed.
Topics covered included solving skills shortages, apprenticeships, youth employment, lifelong learning, digital transformation, sustainability, and promoting diversity. Senior government officials, major companies, international organisations, sector leaders and students from around the world spoke at the forum, which was opened with a speech from Education Minister Chris Hipkins.
Text-based chat and discussion tools in the virtual environment were multilingual, providing instant translation to enable communication and networking across 28 different languages.
The China – New Zealand Higher Vocational Education Summit was also part of the APAC TVET Forum and featured a dedicated virtual room for Chinese presenters and audience members. The Summit provided a platform to:
- discuss New Zealand’s recent experience of vocational education reform
- further develop cooperation in vocational education between New Zealand and China, building on the existing joint programmes between Te Pūkenga subsidiaries and vocational institutions in China.
Keynote speakers from China included Chen Dali, Deputy Director, General Department of International Cooperation and Exchanges from the China Ministry of Education, and presenters from industry including Wang Jinsheng from Qingdao Technical College.
ENZ Business Development Manager Richard Kyle says APAC TVET is the only forum of its type in the region.
“It was particularly encouraging to see double the number of registrations this year, building on the success of the first forum in 2021. There’s clearly a high level of interest in this event, and it’s a great opportunity to showcase New Zealand’s strengths in vocational and technical education.”
Positive comments were received from many attendees.
“Brilliant tech. Excellent management…and good content.”
“Amazing numbers... Very informative sessions and I’ve got people more interested in our upcoming activities.”
“It was well organised from the invitation to the closure of the forum – well done job!”
Haere rā to Brazilian students
Farewell events for the students have been held around the country, to demonstrate our appreciation of this opportunity, and contribute to the students’ memories of New Zealand. The events also provided an opportunity for diplomats from both countries, and local government representatives to demonstrate the value of international education in building global connections and long-term relationships.
Events included a sailing trip with Maritime New Zealand, Māori performances, outdoor experiences, and museum tours, organised by Education New Zealand Manapou ki te Ao (ENZ) alongside regional development agencies.

Final farewells from students and their supporters in New Zealand and Brazil.

The final farewell event was online, and included New Zealand Ambassador to Brazil Richard Prendergast, Henrique Choer Moraes, Minister-Counsellor at the Brazilian Embassy in Wellington, and Mr. Roni Miranda Vieira, Director of Education from the Education Secretariat of Paraná state speaking with the students and hearing about their experiences, alongside others involved with the trip.
‘The people were very welcoming – a wonderful experience.’
‘New Zealand is beautiful, this is the best experience of my life, I’m loving it here!’
‘We got to know so many places.’
‘A lovely country and a lovely experience – thank you so much.’
‘We did a boat cruise in Milford Sound.’
‘We went with the school to a lot of different places.’
‘I had a really great time with my host family. They were very kind to me. I’m very sad to leave them.’
‘I’m getting on very well with my host brother – I think I will miss him when I go back to Brazil.’
‘It has been an amazing experience – I am learning so many things.’
‘My host family owns a coffee shop in Rangiora where I go on weekends and have a chance to know different people, they also own a farm and have taught me how to shear a sheep. Another interesting thing I noticed is that depending on the city, I hear a different accent.’
ENZ’s Market Development Manager in Brazil, Bruna de Natale, says this was the first big group of students to come to New Zealand after our borders reopened.
“We had all been waiting eagerly for New Zealand’s borders to open again so this programme could get underway after almost two years, and I know the Kiwi schools involved were very excited to welcome these students. It was good to hear about the special memories the students will take home from their trip, including how much they learned. For most students, this was their first international experience and for many of them, being in a multi-cultural class in New Zealand was a very different experience from home.
“We hope that the students will stay connected to New Zealand and that this experience will be a good basis and incentive for them to explore further international study options in the future – who knows, we might welcome them back to New Zealand someday, that would be lovely!”
The study programme is fully funded by the Paraná Government, through Paraná’s Secretary of Education and Sport, and is expected to continue next year for around 2,000 students. We hope that some of them will be able to come to New Zealand.

Auckland-based students took part in a sailing trip thanks to Maritime New Zealand and Auckland Unlimited

Students from Freyberg High School saw a presentation on the Iny͂ People of Central Brazil exhibition at Te Manawa Museum in Palmerston North

Visiting Milford Sound was one of the highlights for the Invercargill-based students

Students from Western Heights High School experienced a farewell special day out in Rotorua that included Velocity Valley, ZORB, and the Skyline Rotorua Gondola and Luge, as well as a BBQ lunch.
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