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New research shows New Zealand is a top‑three study choice for international students
The latest Global Brand Health and Awareness Survey found that 22 percent of prospective international students now place New Zealand in their top three study destinations, achieving the target set out for 2034 in the Government’s International Education Going for Growth Plan, nearly a decade early.
ENZ’s key focus is to bring New Zealand’s education brand to life internationally, highlighting the factors that most influence student choice, high‑quality providers, great student experiences, and strong graduate outcomes.
ENZ Acting Chief Executive Dr Linda Sissons said the findings show New Zealand is increasingly being seriously considered, not just recognised.
“This research shows New Zealand is firmly positioned alongside established global study destinations,” Dr Sissons said.
“What matters most is preference – a strong signal of intent – and we are seeing that grow across a wider range of markets.”
The survey expands brand tracking beyond the traditional “Big Four” markets, including the United States, United Kingdom, Australia and Canada to a broader group of 11 global study markets, offering a clearer picture of New Zealand’s competitive position.
Across these markets, preference for New Zealand is growing across its priority markets, supporting a more diversified and resilient approach to growth.
Awareness of New Zealand as a study destination is high at 79 percent across key source markets, on par with leading European and Asian destinations.
Dr Sissons said while awareness is an important foundation, preference is a stronger signal of genuine student intent.
“Awareness of New Zealand has been consistently strong. What’s particularly encouraging is seeing more students now move beyond awareness to actively considering and showing a preference for study in New Zealand,” she said.
The findings, which build on strong growth in New Zealand’s international student enrolments in 2025, excellent student experience results and strong public support for international education, will also inform ENZ’s 2026-27 market planning and investment decisions.
The full 2025 Global Brand Health and Awareness Survey will be published on ENZ’s IntelliLab, alongside market‑specific insights and a sector briefing.
For further information:
Sai Raje | Senior Communications Advisor, Education New Zealand Manapou ki te Ao
sai.raje@enz.govt.nz | +64 21 479 649
About Education New Zealand Manapou ki te AoEducation New Zealand Manapou ki te Ao (ENZ) is the government agency dedicated to helping New Zealand realise the social, cultural, and economic benefits of international education. Our role is to promote New Zealand as a high-quality education destination offering excellent education and student experiences.
With approximately 85 staff in 13 locations around the world, ENZ works closely with New Zealand’s diverse education sector which includes schools, English language providers, Private Training Establishments, Institutes of Technology and Polytechnics (New Zealand Institute of Skills and Technology Te Pūkenga), and universities.
Internationally, we work with a range of education stakeholders, including government agencies and education providers to identify and encourage sustainable growth opportunities for New Zealand’s education sector.
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Around the world in five
Asia
The rapid increase in educational agencies in China, up 242.48% since 2021, has fragmented the market, requiring universities to intensify their efforts in vetting agencies. Despite the challenges, this diversification could lead to improved services and lower costs for students and families.
North America
Canada will cap international student permits at 360,000 for two years, a 35% cut from 2023, with exclusions for master's and PhD students. This move aims to manage the rapid growth of international students, with a review of permit applications in 2025 and changes to post-graduation work permits.
South America
Argentine agencies saw a surge in students traveling abroad in 2022, primarily to the UK, Canada, and the USA. Language courses remained dominant, with rising interest in secondary and higher education sectors and more bookings for junior programs, indicating a recovery in group travel for young learners.
Europe
British students not being ‘squeezed out’ by overseas applicants, say universities
UK universities deny disadvantaging domestic students in favour of international applicants, highlighting that different entry requirements for foundation programs are not indicative of unfair practices. Data shows increased enrolment of UK students at Russell Group universities, with a balanced intake of international students, emphasizing the importance of global students for financial sustainability amidst fixed domestic tuition fees.Africa
Africa's job skills gap is widening due to tertiary education not aligning with economic needs, with most countries below the global average for higher education enrolment. Curriculum reforms are needed to include digital and entrepreneurial skills to address unemployment and enhance competitiveness.
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Under One Sky — SIEBA HUI 2026 (12–14 May, Te Pae, Christchurch)
Where: Te Pae Convention Centre, Ōtautahi Christchurch
When: 12–14 May 2026
Theme: Under One Sky
Day one kicks off with focused, scheduled meetings, professional development and networking between schools and education agents. Days two and three will immerse you in keynotes, panels, and workshops designed to turn ideas into action.
Whether you’re forming new partnerships, shaping strategy, or sharing best practice, the hui offers a unique opportunity to connect with colleagues, engage with partners, and leave equipped with practical tools for growth.
Spaces are limited — register now to secure your place.
Who can attend
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Schools
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Education agents
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Exhibitors
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Presenters
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Other key stakeholders
Agenda
Day one: SIEBA HUI Agent Forum — scheduled meetings, professional development and evening networking event. (Agents and Schools)
Day two and three: Hui conference programme — sector strategy, insights, collaboration and awards night dinner. (Schools only)
Links
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New Zealand Partners Week 2021
Partners from ten countries and territories will be on the invite list, including the People’s Republic of China, India, Vietnam, Thailand, Singapore, the Republic of Korea, Japan, Malaysia, Indonesia and the Philippines.
“New Zealand Partners Week will give a platform to some of the korero that we haven’t been able to have over the past year,” ENZ Chief Executive, Grant McPherson, says.
“We are very happy to play our part in assisting the international education sector to thrive in this tough climate.”
The sessions across the week have been designed to give attendees in New Zealand and offshore the opportunity to open up collaboration and make new connections.
It will cover New Zealand updates and exclusive country-specific sessions, panel discussions, keynote presentations, professional development workshops, live Q&A sessions with experts, and virtual exhibitions. It will feature a range of fields including K-12 education, Education Technology, Higher Education, Vocational Training and work-based education, as well as the English training sector.
The event will be delivered via virtual platform OnAIR, and streamed to audiences from all ten countries, in six different languages (English, Vietnamese, Thai, Korean, Japanese and Bahasa Indonesian).
To register, visit the following link: http://bit.ly/NZPWWENG1
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NauMai NZ is 2
Since launch, NauMai NZ has had half a million page views and just under 300,000 users accessing practical resources on topics such as Visas and immigration, Personal wellbeing, Housing, and Working, not to mention learning about Māori culture, improving English language skills, making friends, living like a local or getting a part time job.
The platform has a bounce rate of just 15% and 11,500 students have joined the NauMai NZ database. ENZ’s AI chatbot Tohu sits on the platform, and the NauMai NZ WeChat mini programme launched late last year, ensures resources are delivered to the platform of choice for Chinese students.
One focus in 2020 was obviously how to respond to the COVID-19 pandemic. An official COVID-19 page was launched, collating and curating trusted and relevant government information particular to international students. To accompany this page, a ‘Stay Well, Stay Connected’ page was launched, recognising the particular challenges that the pandemic brings around health and wellbeing. These pages have to date received over 90,000 views.
Throughout 2020, content that wasn’t COVID-19 specific was also developed. Through research, we identified and developed new topics including Managing your money, Sexual healthcare and Dating, relationships and sex.
As the 2020 academic year ended and borders remained closed, the ‘Summer in NZ’ microsite was launched, remaining live until April this year. The purpose was to inform and support students remaining in New Zealand over summer when they would normally return to their families and home country. The Student Experience team at ENZ was very aware that an unexpected summer in New Zealand may put stress on some students.
We pulled together information from multiple sources, including from tourism operators and regional development agencies. Summer partnerships with LinkedIn and AFS New Zealand were also promoted to proactively engage students with their skill development resources.
NauMai NZ is still growing and as 2021 moves at pace, ongoing content development continues alongside user journey review and improvement.
“NauMai NZ is a valuable resource enabling ENZ to communicate with and support international students – particularly during the pandemic,” ENZ Director – Student Experience & Global Citizens, Sahinde Pala, says.
“We look forward to evolving it to better serve students’ needs, both in New Zealand and offshore, in 2021 and beyond.”
2021 brings a complexity of challenges for students. The challenge for NauMai NZ is to meet and address those challenges - better supporting the many students who remain studying in New Zealand and the increasing numbers of those studying offshore with a New Zealand provider, and of course being ready to welcome students when they are able to travel here in the future.
But for now, happy birthday NauMai NZ, and a big thank you from us to everyone who has supported its development and use.
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You’re invited! Find out about Brazil international education trends in upcoming webinar
Join us to dive into the results of the 10th edition of the Brazilian Educational & Language Travel Association (Belta) Seal Survey, the most comprehensive study on international education trends in Brazil.
The study surveyed 586 education agencies and 1,780 students from across Brazil to understand trends, behaviours, and preferences in the international education sector, showcasing Aotearoa New Zealand as one of the fastest-growing destinations among Brazilians seeking an international education.
Hosted by ENZ, hear from Belta President, Alexandre Argenta, who will share the survey’s results and the main factors driving the choice of New Zealand as a destination for students from Brazil.
Date: Thursday 7 August
Time: 8:45am – 10:00am (NZT)
Registration link: https://enz.zoom.us/webinar/register/WN_Bt7353-iTJ2Ru5rj8Rqv-w
