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Why country preference matters for international student experience
The 2025 International Student Experience Survey has recently closed. Many thanks to all providers who encouraged participation from their current or recent students.
As we grow our timeseries we aim to look below the topline findings for additional nuggets of information. For example, in our analysis of the 2024 International Student Experience Survey we looked at how a first-choice preference of study destination may impact eventual student experience.
Summary of findings
- 78% of international students currently or recently studying with a New Zealand provider reported that New Zealand was their number one choice of study destination.
- Of the 22% of respondents for whom New Zealand was not their first choice, Australia was most preferred (32%), followed by the USA (17%), Canada (15%), and the UK (14%).
- The most common reasons people gave for selecting a country other than New Zealand as their first choice of study destination was that their preferred country has ‘a good standard of living/is a developed country’ (26%), good institutions/education providers (24%), ‘a high quality of education’ (23%), and ‘good employment opportunities’ (23%).
- Country preference matters for student experience: Overall, experience scores were higher for those who reported that New Zealand was their first-choice destination for international education (median score 8 out of 10) compared to those for whom New Zealand was not their first choice (median score 7 out of 10). This effect persisted controlling for age, gender, subsector, and home country.
ENZ’s Director of Insights, Marie Clark, says that her team will be looking to focus on more of these sorts of insights for the coming year.
“With global policy changes impacting student decision making around country preference, it is important to understand how this might flow on to influence student experience and, even more importantly, actions providers can take to improve the experience of students for whom New Zealand may not have been the first choice for a study destination,” Marie says.
Recommendations for education providers to ensure a positive student experience
Irrespective of whether New Zealand is a prospective or current international student’s preferred study destination, education providers can take the following actions before and during the student application phase and after enrolment to ensure a positive overall student experience.
Prospective decision-making phase
1. Clearly articulate the benefits of studying in New Zealand, followed by benefits offered by specific locations and education providers to ensure that students have a broad idea of the New Zealand way of life.
2. Identify the key drivers of choice for your target students and if those drivers focus around country, course or provider choice.
3. Ensure that those supporting student decision-making are equipped with the same knowledge as well as how New Zealand compares to the alternative destinations that the prospective student may be considering.
Application and enrolment phase
4. Invest in pre-arrival communications, take the time to reinforce the choice of destination with both the international students and their influencers.
5. Ensure pre-arrival communications address common challenges or challenges regularly highlighted by international students of a similar demographic.
6. Consider how international students can begin to build their networks and local connections to ensure a smooth transition.
During study
7. Identify if there are a group of students at your institution, who may have been actively considering an alternative destination.
8. Look at which aspects of student experience have the most impact on overall experience and invest your resources there. For example, enhancements to living experience scores are likely to have the most impact on overall student experience.
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Auckland schools build relationships with education agents and schools in Japan
For the first time, a group of 16 Auckland-based high schools collectively visited Japan.
Their aim? Engaging with education agents and local schools to explore building long-term relationships, develop student exchanges and promote study at primary and secondary schools in Auckland.
ENZ supported the delegation by hosting an event at the New Zealand Embassy in Tokyo for the school’s delegation to make local connections. Over 50 local education agents, schools and the New Zealand delegation were brought together to connect, share and learn from each other.
Representatives from Massey Highschool and Waiuku College speaking to education agents at the New Zealand Embassy event.
Mount Roskill Grammar School International Director, Wendy Reid, said the visit showed what regions can achieve with a joined-up approach.
“It was a privilege to work with so many professional and knowledgeable Auckland schools, and continue to build relationships with our Japanese partners,” Wendy said.
Feedback from partners in Japan was also positive. Ritsumeikan Uji Junior and Senior High School English Head of Department, John Headon, said the regional approach to this engagement showcased New Zealand’s strength in community spirit.
“No matter which school you visit, there’s a strong sense of reassurance that the entire region will come together to support their students,” he said.
The participating schools were Auckland Grammar, Botany Downs Secondary College, Gulf Harbour School, Howick College, Maraetai Beach School, Massey High School, Mount Albert Grammar, Mount Roskill Grammar School, One Tree Hill College, Rosehill College, Sacred Heart College, St Mary’s College, St Peter’s College, Takapuna Grammar, Waitākere College and Waiuku College.
While in Japan, the Auckland school group maximised the opportunity by independently visiting other key regions, visiting partners and meeting with prospective families.
Since their return, the group of schools has been busy following up with the new and existing partnerships.
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Philippines roadshow showcases New Zealand’s premier ITP and PTE offering
The roadshow showcased the strength and diversity of New Zealand’s Institutes of Technology and Polytechnics (ITP) and Private Training Establishments (PTE) sub-sectors.
The roadshow brought together eleven New Zealand education providers: academyEX, NZSEG, Te Rito Maioha Early Childhood New Zealand, Ara Institute of Canterbury, Eastern Institute of Technology, NMIT, Southern Institute of Technology (SIT), Wintec, Future Skills, Auckland Institute of Studies and Otago Polytechnic.
A wide range of activities were held throughout the two-week programme, which included a media roundtable, agent seminars, school guidance counsellor workshops, and New Zealand Study Fairs.
These engagements helped to deepen education ties and raise awareness of New Zealand’s high-quality, hands-on tertiary education opportunities among Filipino students, parents, agents, and school representatives.
ENZ Market Manager Chortip Pramoolpol, ENZ Regional Director Asia Ben Burrowes and New Zealand Ambassador to the Philippines, H.E. Dr. Catherine McIntosh at the media roundtable in Manilla.
The media roundtable was held in collaboration with the New Zealand Embassy in Manilla and attracted 10 journalists.
The session highlighted the growing number of Filipino students choosing New Zealand and the shared values that underpin our education system – particularly in inclusive learning and vocational, work-ready training.
The New Zealand Study Fair in Manila.
The New Zealand Study Fairs across the three cities were buzzing, with 160 attendees in Manila, 165 in Bacolod, and 157 in Cebu.
The New Zealand Study Fair in Baclod.
Providers talking to prospective students at the New Zealand Study Fair in Cebu.
Attendees of the Manila agent seminar.
The agent seminars in Manila and Chebu brought together agents who are eager to promote tertiary education in New Zealand to build connections with providers.
ENZ representatives provided a presentation on the latest official information on studying in New Zealand and resources for agents to promote New Zealand education. Immigration New Zealand (INZ) provided a recorded presentation on the latest visa information for the Philippines market.
In Manila, the education agent seminar attracted 37 attendees, while 11 agents participated in Cebu.
School engagement in the roadshow was also notable, with eight schools attending the school guidance counsellor workshop in Manila and 10 in Cebu.
ENZ Regional Director for Asia (excluding China), Ben Burrowes said this roadshow marks another exciting step in strengthening the education relationship between New Zealand and the Philippines.
“The strong turnout across all events and the enthusiastic engagement from agents, students, and school counsellors show there is a growing appetite for the quality education New Zealand offers,” he said.
“We’re proud to support our PTE and ITP partners in connecting with this key market, ENZ looks forward to building on this momentum in the coming months,” Ben added.
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Update from Immigration New Zealand
New Immigration New Zealand website now live
The new Immigration New Zealand (INZ) website is now live, with clearer information and guidance to help INZ customers navigate their immigration journey more easily.
The new visual design and structure makes it easier for customers to know what the visa process means for them and how to apply for a visa and comply with their visa conditions.
Visit the new INZ website.Apply early to get ahead of the student visa peak
Applying for a student visa at least three months before intended travel date gives students the best chance to have a decision made in time for their study.
The processing of student visas is a priority for INZ, particularly as it gets closer to peak times.
Immigration New Zealand is in the mid-year student visa processing peak, which is between May and August each year.
Applications take longer to be decided during this peak period, so it is important that students apply early if they want to come to New Zealand to study.
Wait times for international student visa applications are published in our visa wait times section.
Help us process applications faster
To help INZ process applications quicker and avoid unnecessary delays, students should provide full and complete applications, including all necessary documentation.
Students can use our student visa information sheets to make sure their application has all the information and documentation required.
Student visa information sheet – first-time international students
Student visa information sheet – continuing international students
If students apply late, their application may not be processed in time for their study in New Zealand.
Due to the high volume of visa applications expected, we will not contact students if documents are missing from their application. If the missing information is key to the assessment, then the application may be declined.
Student visas moving to enhanced Immigration Online
From 18 August 2025, international student visa applications are moving to Immigration New Zealand’s enhanced Immigration Online system.
The aim is a simpler, faster and more user-friendly visa application process to reduce waiting times, provide clear communication on application statuses, and increase self-service capabilities so everyone feels more informed and better supported.
How applications during this transition will be managed
As we are in a peak period for student visa applications, we encourage applicants to submit applications when they are ready, and at least 3 months ahead of the intended travel date to help avoid delays that may impact them starting their study on time.
There are some important things applicants need to know if they are submitting an international student visa application around August 2025.
If applicants start a new draft application on or before 17 August, they will be applying in our current system. They will need to submit the application by 17 September, otherwise the draft application will expire.
If they start an application on or after 18 August, they will be automatically directed to our new system.
Please read our news item for more detailed information on the visas affected and the transition process.
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New Zealand providers show global leadership at NAFSA 2025
Education New Zealand Manapou ki te Ao (ENZ), alongside representatives from eight tertiary providers wrapped up a high-impact week at the NAFSA 2025 Annual Conference in San Diego at the end of May.
Under the conference theme ‘People, Place and Partnership,’ New Zealand’s delegation was in amongst over the 8,000+ global education leaders, strengthening institutional ties and driving new collaboration opportunities.
Representatives from the University of Auckland connecting with conference delegates in the New Zealand pavillion.
The New Zealand pavilion comprised of University of Auckland, Auckland University of Technology, University of Waikato, Massey University, Victoria University of Wellington, University of Canterbury, University of Otago and Whitecliffe College.
ENZ Chief Executive, Amanda Malu, said being present at the world’s largest international education conference is not just about visibility—it’s about leadership.
“New Zealand’s education providers have a unique perspective to offer the global education community, and NAFSA is where those voices can shape conversations, forge partnerships, and spark ideas that transcend borders,” she said.
ENZ worked with NAFSA to host two sessions in the New Zealand pavilion. Both sessions were well attended, sparking discussions among conference delegates about reimagining higher education.
The University of Waikato panel session. From L to R: ENZ Director of Engagement, DuBois Jennings; Unviersity of Waikato Deputy Vice-Chancellor Māori, Dr. Sarah-Jane Tiakiwai; University of Waikato Associate Director Global Experiences, Jaydene Meadows and ENZ Acting Regional Director, Natalie Lulia.
The first session moderated by ENZ Director of Engagement North America, DuBois Jennings, featured a panel discussion titled ‘Te Ao Hurihuri Indigenous Internationalisation: Perspectives from Te Whare Wānanga o Waikato – The University of Waikato’. The session explored the concept of indigenous internationalisation, focusing on the unique approaches and programmes delivered at The University of Waikato. On the panel was Deputy Vice-Chancellor Māori Dr. Sarah-Jane Tiakiwai, Associate Director, Global Experiences Jaydene Meadows from the University of Waikato, and ENZ Acting Regional Director, Natalie Lulia.
Associate Director of Global Experiences Jaydene Meadows said the outcomes for the University of Waikato well surpassed previous years at the conference.
“This year was significant for us, deepening the roots of current relationships, while promoting new programme offerings and working to develop new business opportunities.”
The University of Otago presented the second session titled 'Indigenising our university’s name and brandmark: Ōtākou Whakaihu Waka | University of Otago'. Deputy Vice-Chancellor, External Engagement Professor Jessica Palmer and Manager, Indigenous Internationalisation, Karamea Pēwhairangi reflected on a year since the global launch of their new brandmark, the journey to being gifted a Māori name, and how the University of Otago includes indigeneity in the University’s Internationalisation Strategy.
ENZ Acting Regional Director Natalie Lulia said both sessions showcased New Zealand’s unique approach to education that integrates indigenous knowledge, and she looks forward to building on the momentum of the conference.
“NAFSA certainly set the ball rolling for increased student mobility, enhanced research linkages, and stronger people-to-people connections between New Zealand and our international partners,” she said.
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ICEF ANZA returns to New Zealand
We’re pleased to announce that Tākina Wellington Convention and Exhibition Centre will host ANZA from March 4-6, 2026. ICEF ANZA will showcase New Zealand as a study destination to 160+ agents from all over the world, and is open to education providers from both Australia and New Zealand. ICEF ANZA was last in New Zealand in April 2024, where global agents and New Zealand and Australian education providers came together in Christchurch.
ICEF ANZA is an Australasia-focused event that gives education providers from Australia and New Zealand the opportunity to meet with top international student recruitment agents from around the world who have a focus on these key study destinations.
ENZ Group General Manager International and Sector Engagement, Sahinde Pala, said ENZ is excited to welcome ICEF ANZA back to New Zealand at a time when we are well positioned to attract more international students.“We encourage institutions to participate, as well as to invite agents to visit their regions before and after the event, to experience more of our beautiful country first hand," she said.
For more information please visit: https://www.icef.com/events/icef-anza/
Click here to register: https://www.icef.com/provider-registration-form/
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New Zealand universities’ academic reputation ranks first among English-speaking countries
Published annually, the QS rankings assess more than 1,500 universities globally across areas such as reputation, teaching, research and internationalisation.
New Zealand's overall average score of 51 among countries and territories with at least eight institutions featured in this year’s rankings puts it first in the English-speaking world and fifth in the world for the overall quality of its higher education.
The 2026 results see New Zealand universities improve across academic reputation, citation per faculty, and international student indicators. New Zealand also ranks the highest globally in terms of employment outcomes among key English-speaking study destinations.
Education New Zealand Manapou ki te Ao Chief Executive Amanda Malu said this is a fantastic result or New Zealand universities as they continue to grow in appeal among international students.
“It reinforces New Zealand’s position as a high-quality and welcoming international education destination.
“New Zealand universities are all highly regarded for sustainability research and programmes. We need to celebrate this wonderful result for New Zealand universities that highlights the high calibre of our teaching, research staff and students,” Amanda said.
On sustainability research and programmes, New Zealand comes second only to Sweden and has three universities in the top 100 globally for the sustainability indicator of the QS rankings.
Learn more about the latest QS World University Rankings 2026 here
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Stronger together: TNZ and ENZ support school sector growth through agent famil
The week-long programme brought eight agents from mainland China, Hong Kong, and Taiwan to Wellington, Marlborough and Canterbury.
The aim was to give agents first-hand experience of New Zealand’s short-term study offerings in schools, strengthen connections with regional education providers, and explore opportunities to develop tailored study tour programmes.
The famil was funded by TNZ, with ENZ collaborating with Schools International Education Business Association of New Zealand (SIEBA) to manage the itinerary and logistics.
ENZ Senior Market Development Manager (China), Felix Ye, and TNZ Trade Development Manager (Greater China), Sandy He, led the delegation of eight agents - providing on-the-ground support and sector insights.
In the year ended December 2024 New Zealand exported $1.29 billion of education related travel to China. This represented 35.8% of all exports of education related travel. For trade in education related travel China, People's Republic of ranked 1 of 140 for highest export value. [1] According to data from Stat NZ, 7.9k Chinese students holding visitor visas came to New Zealand for short-term programmes or study tours - the majority visiting during China’s school holidays in July. [2]
The agents visited St Mark’s School in Wellington, meeting with Erica Harrison, the Acting Principal, and her team.
The agents met with 15 schools across the three cities, including a mix of private, state-integrated, and single-sex schools. The journey began in Wellington with a warm welcome at Rāroa Normal Intermediate, where the group received a traditional mihi whakatau — a first-time experience for many.
Deputy Principal Dave Gillies said it was a great opportunity to showcase the school’s experiential learning focus.
“We’re excited about developing professional relationships with the agents and the opportunities that will grow from this visit,” he said.
Students from Chisnallwood Intermediate School perform a haka to welcome the group to the school.
In the South Island, the group explored a range of school offerings and regional initiatives.
In Blenheim, agents gained insights into the unique characteristics of state-integrated education at Richmond View School, Marlborough Boys' College, and Marlborough Girls' College.
In Methven, Mt Hutt College showcased its tailored short-term programme, featuring sustainability-focused tourism at Ōpuke Thermal Pools and hands-on alpine and agricultural experiences – a creative integration of local resources into learning.
The famil concluded in Christchurch, where SIEBA and Christchurch Educated gave overviews of the New Zealand school system and introduced how their initiatives support the growth of international education across the sector.
ENZ Regional Director of Greater China, Dr Ron Xavier, said study tours are a growing area of interest among Chinese agents.
“This famil gave a genuine sense of what New Zealand schools can offer — from cultural experiences to hands-on learning — and helped connect agents with educators who are eager to host students,” he said.
ENZ and TNZ plan to work closely with participating partners to develop new study tours across different regions for 2026, helping raise awareness of New Zealand as an education destination for Chinese students.
SIEBA Executive Director, John van der Zwan, is looking forward to experiencing the benefits of the study tour famil.
“Study tours have significant potential, we look forward to the outcomes of this famil increasing the exposure of New Zealand’s regional schools in the China market,” he said.
Paddling a waka on the Avon River. Beyond education, the famil also highlighted New Zealand’s unique culture and natural beauty. From visiting Te Papa and Wētā Workshop to paddling a waka on the Avon River in Ōtautahi Christchurch, agents experienced the blend of tradition and innovation that makes New Zealand a compelling destination.
[1] Tourism data | Corporate and Stats NZ
[2] https://tourismnewzealand.com/insights/tourism-data/
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Incheon Metropolitan Office of Education deepens links in New Zealand
The delegation from Incheon Metropolitan Office of Education East Asia Global Education Institute (Incheon MOE) travelled to Ngatea, Wellington, Canterbury and Otago – visiting providers from the schools, university and vocational education sectors.
The visit began with a visit to Ngatea to connect with Hauraki Plains College and Ngatea Primary School.
Observing the Agriculture Academy and trades-based courses at Hauraki Plains College.
A key aspect of the delegation’s time in Ngatea was the signing of a Memorandum of Understanding (MoU) between Hauraki Plains College and four schools from Incheon: Sunin High School, Shinsong High School, Geomdan High School and Youngwha International Tourism High School.
The intent of the MoU is to strengthen educational ties between the schools, which includes a reciprocal exchange program.
The first of these exchanges will see 28 students from across the four Incheon schools visit Hauraki Plains College in October 2025, 28 students from Hauraki Plains College will then travel to Incheon in April 2026.
The delegation was formally welcomed to the Wellington with a Mihi Whakatau hosted by ENZ Chief Executive Amanda Malu, local staff and the Ministry of Education (MOE).
In Wellington, the delegation received a detailed briefing from the Ministry of Education and visited Scots College to observe the school in action.
Scots College Junior School Principal, Rachael Huggins, showing the Incheon delegation around a primary-level classroom.
Down to Christchurch, the Incheon delegation visited Lincoln University to fine-tune the details of an MoU signed in January this year. The partnership arrangement will support five Incheon students to study at Lincoln University each year.
Incheon delegate members with Lincoln University staff from the Faculty of Agriculture and Life Sciences, Faculty of Agribusiness and Commerce, Academic Preparation and Pathways and International Operations.
Waitākiri Primary School Principal Mr. Andrew Barker introduces a Year 6 long-term international student from Korea to the delegates. She shared how much she has enjoyed her time at Waitākiri Primary School and expressed her sadness that her year at the school is coming to an end.
The group visited Shirley Boy’s High School and Avonside Girls High School in Christchurch, with a side-visit organised with Waitākiri Primary School.
Further South, a visit was arranged with Otago Polytechnic in Cromwell to understand the pathways to vocational education in New Zealand.
Director of Incheon Metropolitan Office of Education East Asia Global Education Institute, Jooyong Kim, said visiting New Zealand schools was a truly meaningful and deepened delegates understanding of the education system.
“We hope this visit will help strengthen the relationship between schools in New Zealand and Incheon”.
“We look forward to future collaborative projects with New Zealand institutions,” he added.
Several of the schools visited have expressed interest in deepening these new relationships, with planning underway to keep up the momentum and connect again at ENZ-led fairs and agent seminars in Korea later this year.
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New Zealand strengthens its position as a study abroad destination for Brazilians
Figures from the 10th annual Brazilian Educational and Language Travel Association (Belta) Seal Survey 2025 show that New Zealand has climbed to the sixth most chosen destination by Brazilians studying abroad – compared to seventh place in 2024.
The survey ran from February to April this year and brought together insights from 586 education agencies and 1,780 students from across Brazil to understand trends, behaviours, and preferences in the international education sector.
At the survey launch in May, ENZ Market Development Manager, Bruna de Natale, discussed the country’s growing relevance as a study destination for Brazilian students.
Speaking at the survey launch event in May, ENZ Market Development Manager, Bruna de Natale said "The data shows that New Zealand has not only maintained its appeal but has also strengthened its position on the radar of Brazilian students, especially amid uncertainties in other markets."
Dive into the data
Language courses remain the most sought-after programs, accounting for 91% of preferences among the agencies surveyed.
Why Brazilian students are choosing New Zealand
According to the data, the main factors driving the choice of New Zealand as a destination are:
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High quality of life and safety
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Academic excellence with a focus on innovation
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Ease of obtaining a student visa
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Permission to work while studying
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Economically and socially stable environment
In addition, the growing demand for enriching cultural experiences, closer contact with nature, and the opportunity to develop socio-emotional skills has placed New Zealand in the spotlight — particularly among students who value a comprehensive education.
Additional insights from New Zealand-focused questions
A complementary survey, also conducted between February and April 2025 with 586 education agencies and 1,780 students across Brazil, highlighted specific factors influencing the decision to study in New Zealand.
The survey revealed that 75% of respondents who showed interest in New Zealand also considered it one of their top study destinations — ahead of countries like the United Kingdom and Canada. Students associate New Zealand with high-quality education, a good international reputation for its institutions, and globally recognised qualifications.
Additionally, New Zealand stands out for offering work opportunities during and after studies, socio-emotional skill development, and access to nature and outdoor activities — these factors align with current student preferences for holistic and life-enriching study abroad experiences.
If Brazil and/or any other Latin American country is part of your business plan for the 2025/26 financial year, please contact the in-market team via Latinamerica@enz.govt.nz.
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