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Key insights: Global Brand Health & Awareness Survey 2025
Date: Wednesday, 29 April, 12.30pm NZT
Join us for an exclusive sector webinar unpacking the findings from the Education New Zealand Manapou ki te Ao Global Brand Health and Awareness Survey 2025.
Conducted in October 2025 across nine priority markets, this research offers the most comprehensive picture yet of how New Zealand is perceived as an international study destination. The survey captures insights from prospective students aged 16-24 as well as parents in key school markets, providing a robust view of decision-making influences across the study journey.
The results establish an important new baseline for understanding global awareness, preference, and the factors shaping international education choices in an increasingly competitive environment.
In this webinar, we will cover:
• Awareness and preference trends for New Zealand across priority markets, including areas of standout growth.
• How New Zealand compares to major competitors including Australia, the US, the UK, Malaysia, Japan, and Singapore.
• Drivers and barriers influencing students and parents, and how affordability, migration pathways, reputation, and proximity are shaping global choices.Why attend?
This webinar provides essential intelligence for providers, recruitment teams, agents, and anyone involved in international engagement. The insights will help you better understand global perceptions of New Zealand, anticipate shifts in student behaviour, and tailor your strategies to meet evolving market needs.
Who should attend?
• International directors and marketing teams
• Recruitment and admissions leaders
• Schools operating in international markets
• Agents and sector partners
• Policy, strategy, and market intelligence teams -
Around the world in five
GLOBAL
Gulf study interest falls 30% as conflict reshapes student demand
Global student demand for universities in the Gulf is falling fast, with a recent report showing a steep drop in March 2026 compared to growth seen since late 2025, as the conflict reshapes perceptions of stability and choice.
SOUTH AMERICA
There is significant demand in Mexico for study abroad, and Mexicans are considering a wider range of destinations than in the past
CHINA
US no longer a top-three destination for China’s students
The United States continues to lose its long-held appeal among Chinese prospective international students, a new report by a major study abroad consultancy has found.
UK
The Home Office has circulated draft guidance with additional detail on more stringent sponsor compliance requirements for UK universities.
GLOBAL
What the Iran-Israel war could mean for students who depend on ChatGPT, Gemini, and Claude
The Iran-Israel war may seem far away, but its effects are increasingly felt close to home. A way that we – and especially students — might be feeling the impacts of warfare, though, is with AI.
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ENZ strengthens applied education connections in Viet Nam through targeted engagement
Education New Zealand Manapou ki te Ao (ENZ) has successfully delivered a targeted engagement programme in Viet Nam for New Zealand’s ITP and PTE sector, supporting providers to build connections, raise profile and position applied education as a strong pathway for Vietnamese students.
Delivered from 29 March to 5 April 2026, the eight‑day programme spanned four key cities and marked the first sector‑specific, ENZ‑led initiative focused on applied and work‑integrated education in Viet Nam.
Strengthening sector visibility and connections
The programme was strategically designed to lift awareness of New Zealand’s applied education offering and to support providers to engage more deeply with the local education system. ENZ led a structured programme of in‑market activity, including:
- networking sessions with education agents and applied education partners
- targeted school visits, reaching around 350 students through career‑focused engagement
- student‑facing outreach activities
- a country briefing and a high‑level meeting with the Department of Vocational Education under Viet Nam’s Ministry of Education and Training.
ENZ also worked closely with selected market partners to amplify reach and impact, with partner‑led activity including additional agent meetings, student engagement events and education workshops.
Above: Representatives from New Zealand education institutions provided career guidance to students at various high schools
Strong market response and growing awareness outcomes
Market response throughout the programme was consistently positive, with strong interest from education agents, schools and students in applied and work‑integrated programmes. Key areas of interest included scholarships, tuition affordability, updated entry requirements for Vietnamese students, and post‑study work opportunities that support longer‑term career outcomes.
The programme also delivered strong media results that significantly strengthened awareness of New Zealand’s applied education offering and reinforced positive perceptions of its education quality and experience in Viet Nam.
Building momentum in Viet Nam
ENZ’s Market Manager – Viet Nam, Van Banh, said the programme is helping build momentum and setting New Zealand’s vocational education sector up for sustainable growth in Viet Nam.
“The response we have seen in Viet Nam has been very encouraging. Education agents, schools and students are showing strong interest in New Zealand’s applied and work‑integrated education, particularly around scholarships, affordability and clear pathways to employment,” Van said.
“The strong media coverage from this programme has also helped lift awareness of what New Zealand offers, reinforcing its positive attributes around quality, employability and accessibility. We’re looking forward to building on this through targeted digital activity and local storytelling.”
Building on this momentum, ENZ will deliver a follow‑up digital campaign featuring local influencers and stories from alumni and current students to further amplify the visibility and impact of New Zealand’s ITP and PTE sectors.
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New Zealand education roadshow connects Indonesian students with high-quality study options
Education New Zealand Manapou ki te Ao strengthened engagement with students and families in Indonesia through a successful 2026 Study with New Zealand Roadshow across five major cities.
In early February, ENZ, New Zealand universities and pathway providers travelled across Indonesia to showcase New Zealand’s world‑class education offering and help students make confident, informed decisions about studying in New Zealand.
Building confidence and awareness across Indonesia
The roadshow activities were delivered in Jakarta, Tangerang, Bandung, Surabaya and Semarang, demonstrating New Zealand’s commitment to supporting Indonesian students as they explore international study pathways.
Through engaging presentations and direct conversations with institutional representatives, students, parents and teachers gained insights into New Zealand’s academic environment, student support systems, campus life, scholarship opportunities and everyday living experience.
Strong participation from universities and pathway providers
All eight New Zealand universities took part in the roadshow series, alongside pathway providers UP Education, University of Canterbury International College (UCIC) and University of Waikato College, which provide key transition routes into higher education.
The programme included visits to seven schools across the five cities through mini‑fairs and presentations, as well as city‑wide Study with New Zealand expos that attracted more than 1,000 attendees.
Strengthening New Zealand’s presence in the market
ENZ Regional Director Asia (excluding China) Ben Burrowes highlighted the importance of consistent in‑market engagement.
“New Zealand offers something genuinely special, a mix of quality education, innovative thinking, and a strong focus on student wellbeing. By being here and meeting students and families directly through these roadshow activities, we not only get to show what makes New Zealand different but also build stronger brand awareness. It’s one of the best ways to help Indonesian learners feel confident when choosing New Zealand for their studies abroad,” Ben said.
Collaboration with partners
The Study with New Zealand roadshow is co‑funded between ENZ, participating universities and pathway providers. ENZ’s education agent partners SUN Education Indonesia, ICAN Education and Alfalink supported the delivery.
Representatives from ENZ, New Zealand universities and pathway providers with Jakarta high school students following a mini‑fair event
Attendees at one of the Study with New Zealand expos in Jakarta, reflecting strong interest from Indonesian students and parents in New Zealand’s education offerings
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Strong agent engagement supports growth of New Zealand high schools in Germany
Between January and August 2025, 2,110 secondary school students from Germany chose to study in New Zealand, the highest volume recorded in the past decade. This result reflects the enduring appeal of New Zealand’s high‑quality education system, strong pastoral care, wide range of sports and co‑curricular opportunities, and a lifestyle that continues to resonate with German students and families.
Education agents at the centre of Germany’s success
A key driver of this growth is the strength of Germany’s education agent network. Around 50 experienced agents actively promote New Zealand as a school study destination and maintain long‑standing relationships with New Zealand high schools.
These agents play a critical role in advising families, matching students with the right schools, and supporting sustainable recruitment through their deep understanding of the German market and trusted local relationships.
Strengthening in‑market engagement
As part of ongoing engagement in Germany, the Schools International Education Business Association (SIEBA) recently hosted dedicated agent sessions in Berlin and Frankfurt. The sessions created opportunities for open discussion on market trends, emerging opportunities, and challenges facing school recruitment, while also strengthening connections between agents and New Zealand schools.
SIEBA also shared how it supports agents and schools through its platform and services, helping increase visibility and build effective partnerships.
SIEBA, Member Services Manager – Student Attraction, Giuliana Silveira, said it was fantastic to experience the dynamics of the German market and to meet agents in person.
“I was truly impressed by the depth of expertise and the strong commitment of the education agent community to New Zealand as a destination,” Giuliana said.
Strong presence at German education fairs
New Zealand schools also maintained a visible presence at agent‑led fairs across the country. In March, several New Zealand high schools took part in the Switch Live fair in southern Germany, organised by Switch You, where strong interest was evident among students and parents.
ENZ Associate Director of Engagement – Europe, Olga Elli, said New Zealand’s value proposition is a compelling one in Germany.
“From my conversations with families, it was clear how compelling New Zealand’s value proposition is. Against the current global backdrop, New Zealand is being seen as an increasingly attractive and reliable study destination,” Olga said.
Sustaining momentum
Regular in‑market engagement, active participation at education fairs, and ongoing collaboration with trusted agents remain essential to maintaining visibility and competitiveness in Germany. These efforts continue to support strong outcomes for New Zealand high schools and position the sector well for sustained growth in this priority market.
