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• International education drives soft power in offshore markets

  Former Ambassador to Brazil Caroline Bilkey knows this only too well. She says our strong reputation in international education is a “success story” which pays dividends down the line, as former students happily help to build our profile globally.

  In her role progressing New Zealand interests offshore, Ms Bilkey has seen first-hand the benefits of working within networks of local people who studied in New Zealand.

  “Not only is their experience in New Zealand a great conversation starter, but it also means you are more likely to be given the benefit of the doubt, and the person may be more willing to advocate your issue with their peers, because they know and like New Zealand, having studied there.”

  Trade and business can benefit from link to international education

  With more than 30 years’ experience with the Ministry of Foreign Affairs and Trade and multiple offshore postings, Ms Bilkey knows of countless instances where trade and business have benefited from a direct, or indirect, link to a former international student’s New Zealand education experience.

  

  One such example is an Argentinian-Brazilian woman who returned to Brazil after studying in Auckland, to work for Fonterra and Zespri. Ms Bilkey describes the woman as “able to talk enthusiastically about the New Zealand story behind the products coming in”.

  She believes there is something “quite special” about the links built through international education, largely because students are usually young, and their experiences are intense and formative.

  Whether it is international students coming to study in New Zealand or Kiwis studying abroad, Ms Bilkey believes that there are many benefits associated with international education, beyond diplomacy, international trade, and the obvious economic benefits.

  Positive international education experience opens hearts and minds

  There are higher-level, public good benefits, she says. “A positive international education experience contributes to the global good, as it opens hearts and minds and encourages tolerance.”

  Other benefits for all of us include the exposure to cutting-edge thinking and breakthroughs resulting from research collaboration between New Zealand and international students’ home countries. “The idea that if you get outside the box and have people coming in with a different approach, that can sometimes generate really positive, new and innovative ideas.”

  Ms Bilkey is in no doubt that a positive international education experience in New Zealand boosts our connectivity with the rest of the world by building long-term relationships, enhancing business, opening doors to trade opportunities, and helping shape global citizens, all badly needed in a world facing unprecedented challenges.

• Massey University Worldwide launches in London

  “The Going Global 2015 conference was the perfect platform to launch Massey University Worldwide to the global higher education community, and promote Massey’s growing transnational provision,” says Professor Brigid Heywood, Assistant Vice-Chancellor Research, Academic and Enterprise.

  “Sponsoring the event and having a prominent exhibition site ensured that Massey University Worldwide gained maximum exposure to our key audiences. Through this activity we have secured the interest of a number of potential partners from several international locations including South America, Asia and China, as well as across Europe.”

  “The Going Global conference certainly gave Massey a prominent international profile,” says ENZ Government & Partners General Manager John Goulter who attended the conference. “Many of the big names in international tertiary education were present, looking at present and future trends in the area.”

  For more information about Massey University Worldwide can be found here.

• 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.  

• New Zealand tertiary institutions make strong connections in Indonesia

  A series of education promotion engagements in Indonesia kicked off with a co-funded activity alongside local education agency ICAN Education that ran from 13 to 18 February.

  The schedule was packed with student outreach, school visits and a New Zealand Application Day in both Jakarta and Surabaya.

  All eight New Zealand universities, the Southern Institute of Technology, UC International College, Waikato College, UP Education and Le Cordon Bleu were involved in the roadshow.

  Jakarta

  The team began with visits to two international schools in the Greater Jakarta Area — BINUS School Serpong and Gandhi Memorial Intercontinental School. These sessions gave students a chance to learn about New Zealand’s tertiary education system.

  On 15 February, the New Zealand Application Day in Jakarta drew a crowd of around 435 students and parents. The event created a space for prospective students to speak with universities about undergraduate study options, application processes and life in New Zealand.

  

  Crowds gathered around university booths, eager to learn more and take their first steps towards studying abroad.

  Surabaya

  In Surabaya, the New Zealand Application Day took place on 16 February, the event attracted 183 attendees.

  The next day, institutions visited students at Cita Hati West and Cita Hati East schools. Engagement focused on introducing year 10 to 12 students to the New Zealand education system, helping them visualise study pathways and what student life in New Zealand looks like.

  Connecting with education agents across Indonesia

  Alongside student-focused activities, ENZ organised a series of agent networking events across Jakarta, Yogyakarta and Denpasar. These sessions formed part of the Study with New Zealand roadshow, which ran from 21 to 28 February and created space for deeper engagement between New Zealand providers and Indonesian education agents.

  Each event aimed to strengthen relationships, share updates, highlight New Zealand’s unique offerings, and help raise visibility for New Zealand education among prospective students.

  A range of education providers participated in the networking event, including University of Auckland, Auckland University of Technology, Lincoln University, Massey University, University of Otago, University of Waikato, Victoria University of Wellington, and UP Education.

  

  Education agents play a matching game with New Zealand tertiary providers and the regions where they are based at a networking dinner in Jakarta.

  ENZ Market Manager for Indonesia, Naluri Bella, presented the latest market promotional resources available to agents, followed by interactive quiz games hosted by New Zealand providers. These sessions were attended by around 30 agencies and gave agents the tools and confidence to market New Zealand as a study destination.

  Naluri said that there is an appetite in the region for high-quality international education experiences.

  “New Zealand is increasingly seen as a destination that offers both academic excellence and a welcoming, supportive environment,” she said.

  “Our institutions were able to showcase not only their study options, but the unique values and lifestyle that set New Zealand apart,” Naluri added.

   

• International photo round-up

• New Zealand education in focus during Prime Minister’s trip to China

  Education elements featured strongly in the Prime Minister’s Trade Delegation to China helping raise the visibility of New Zealand as an education destination for Chinese students.

  To launch the trip, the delegation joined the Prime Minister at a Showcasing New Zealand event held at the New Zealand Embassy in Beijing to promote New Zealand as a travel and study destination. ENZ invited key media, influencers, and Chinese and New Zealand students to interact with the Prime Minister. This sparked significant local news coverage, amongst leading Chinese state media, setting the tone for the visit and highlighting the significance of international student exchanges between New Zealand and China. New Chinese media outlets also were seen covering New Zealand education as a topic for the first time.

  

  Group photo at Showcasing New Zealand event! (It was a kiwi bbq)

  The Prime Minister also gave an address at Peking University to students, media, and the New Zealand delegation. To read the full speech, please visit the Beehive website.

  

  Peking University is host to the New Zealand Centre. Established in 2007 as a collaborative project between Peking University and the University of Auckland, the New Zealand Centre at Peking University has grown to represent all eight of New Zealand’s universities and enable high-level engagement across a range of departments and faculties. During the visit to the University on 28 June, the Prime Minister, with Hao Ping, Chair of Peking University Council and Gong Qihuang, President of Peking University, the Ambassadors of New Zealand and China, and representatives of the New Zealand Centre launched the Rewi Alley Professorship.

  There were also other several significant developments in our bilateral education links with China that were achieved while there. These included:

  • Signing of the Arrangement on Mutual Recognition of Academic Qualifications in Higher Education between the Ministries of Education witnessed by Prime Minister Rt Hon Chris Hipkins and Premier Li.
    
    
  • Signing of a Strategic Partnership between Education New Zealand and Air New Zealand to support international education mobility and joint promotion in China. To read more, please visit the article on ENZ Collaboration with NZ Inc Agencies in China.
    
    
  • The education delegation meeting with the Vice-Minister of Education Chen Jie (responsible for international cooperation) and China Ministry of Education officials. The meeting underscored the importance of a strong government-to-government relationship and provided a chance to showcase the education sectors present within the New Zealand delegation and discuss areas of existing and potential cooperation.
    
    
  • A Sustainability Roundtable with a focus on education involving the education sector delegation and Chinese education partners.

  It was a busy, challenging, insightful and ultimately very rewarding week. The education delegates also shared their own feedback. John van der Zwan, Executive Director Schools International Education Business Association reflected that the mission to China was hugely valuable and a chance to get high level insights into working with Chinese officials and agents following the pandemic.

  “The mission was also a special opportunity to engage with the Prime Minister and other government officials on the role and importance of international education for our school sector,” he said.

  Executive Director of English New Zealand, Kim Renner, noticed the shift in how New Zealand is profiled in China compared to many years ago and echoed the response from other delegates that the visit was valuable for the representatives of the education sectors. 

  “China is a development market for most of our members, so it was a great opportunity for English language to be part of this important delegation, particularly the meetings with the Vice Minister of Education and JJL Overseas Education Agency.”

  “While seeing the country is a key part of study travel, we know that inbound students also want an immersive experience focused on people, cultural exchange and making connections. This was certainly showcased during the visit and was received very positively by all those we engaged with”,  added.

  ENZ would like to offer its sincere thanks and congratulation to everyone who was involved in the preparation and planning for the visit and gives special recognition to the education sector representatives on the Prime Minister Trade Delegation.  

• India strategy available

  ENZ’s India Strategy 2013-2014 provides the New Zealand education sector with an overview of ENZ’s approach to the India market – one that is aimed at raising New Zealand’s profile as a study destination and increasing the number of introductions that result in new business for New Zealand institutions. The strategy captures ENZ’s primary activities in India under three key strands – marketing initiatives, government relations, and business development.

  The strategy follows on the from the ENZ India Plan that went through a consultation process with the New Zealand education sector and NZ Inc partners last year. While the India Plan provides useful background information on the Indian education sector and opportunities in the market, the strategy clearly outlines the areas of focus and activities that ENZ will be leading and supporting from now through 2014. ENZ will continue to work with the New Zealand education sector and NZ Inc partners to refine our approach in the market to ensure the best opportunities are supported and realised.

  The strategy also provides a snapshot of information about the market, a calendar of events, and contact details for the ENZ South Asia team. 

• Rebuilding New Zealand education’s visibility in China

  Last month, Lillian spent three weeks in New Zealand in what was her first visit to the country as part of her role at Education New Zealand Manapou ki te Ao.

  The two-pronged purpose of her trip was to provide refreshed marketing insights to education providers in New Zealand and hear from providers on their expectations and the challenges they face when marketing their offering in China.

  Here are Lillian’s takeaways from her visits and interactions in New Zealand –

  Need for storytelling that better highlights New Zealand education’s points of difference

  1. Engaging with education providers and visiting campuses highlighted to me several points of difference for New Zealand education, particularly how it is innovative, how it develops work-ready graduates, as well as how international students are welcomed and valued in New Zealand. Seeing these points of difference in real time made me realise how underrated the New Zealand education story is overseas, and the need to tell that story better. We need to focus on telling a New Zealand education story that is authentic and has concrete examples. A more visual storytelling format would be ideal to deliver the story.
     • Tip: Demonstrate the teaching and student engagement practices your institution delivers using visuals (images or videos).
     • Example: Take photos/videos in the lab, with robotics machines, with the 3D printer, the hands-on experience and student engagement (student hub), self-learning and learning from their peers.
  

  Visit to Middleton Grange Intermediate School to understand the differences between New Zealand and Chinese classrooms

  Demonstrate outcomes of education programmes via successful alumni stories to promote offering

  1. Chinese parents and students are very outcome driven. Institution or programme rankings remain the key consideration, but other indicators and outcomes are becoming increasingly important, including employability, international recognition, and a life-changing experience.

  Demonstrating the outcome of an education programme by leveraging successful student or alumni stories and testimonials can be a critical in activating ‘word-of-mouth’ promotion that influences the decision-making of prospective students and parents.

  • Tip: Highlight successes or outcomes for students through stories. Degree + good experience = happy alumni story. Parents and students want to know if a qualification from a New Zealand institution will be recognised in China, the world or if it could be a pathway to further study.
  • Example: A Chinese student studied a business degree with a New Zealand tertiary provider and then landed a job at a Fortune 500 company or became an industry leader. Or if a Chinese student studied virtual art in a New Zealand PTE, got a job in Weta Digital, which has worked on recent Chinese blockbuster films. We have seen Chinese media are very interested in interviewing and profiling such students in their publications.

  Consider digital content in local language for marketing impact

  1. Research indicates that more Chinese students do their own research online and make their own decisions when choosing an overseas study destination and institution. So having a digital presence on China’s digital platforms is critical. Digital content in local languages also goes a long way in building brand awareness. If resources allow, exploring multiple channels and interacting with your audience in local languages will help you to gain a major advantage in optimising brand awareness and driving results in student recruitment.
     • Tip: Host Chinese language and China specific channels such as an official WeChat account. We understand it isn’t easy to set one up. If you are unable to set up a WeChat account for any reason or don’t have Chinese-speaking staff, having a Chinese language website is the next best option. Having crucial information online in Chinese helps promote the institution as trustworthy. Parents and students will use the Chinese language website to confirm information, even if they rely heavily on agents or school counsellors.
     • Example: ENZ has been working to optimise our digital presence in China, including with our Chinese language website: studywithnewzealand.cn. We recently revamped the storefront of SWNZ.cn to bolster its localisation, ensuring that from a Chinese user point of view, we can keep them interested and engaged in considering a New Zealand education provider. To ensure our digital presence continues to be fit for purpose, we undertake regular work to update and troubleshoot our platform and content.

   

  

  ENZ’s Lillian Zhang presents China Marketing Insights and Strategies session to members of Study Dunedin on 24 February

  With China fully re-opening to the world in January, the tempo of in-person events in the country is at pace already.

  ENZ’s Greater China team is looking forward to supporting New Zealand providers visiting the country for agent seminars in Guangzhou and Beijing in May and other events later in the year.

  If you have any enquiries related to marketing in China, please contact: china@enz.govt.nz 

• 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.

• 853570 new zealand interactive classroom learning in health sciences university of otago dunedin 2026 web version 1920px