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Viet Nam Market Insights: Opportunities and Challenges for New Zealand's PTEs and ELS Providers
On 29 August, Education New Zealand Manapou ki te Ao (ENZ) held an Insights Accelerator session for representatives from Private Training Establishments (PTEs) and English Language Schools (ELS) across New Zealand. ENZ’s Market Manager - Viet Nam, Van Banh, delivered a presentation that outlined Viet Nam’s current market trends, barriers to student recruitment, and essential tips for providers aiming to strengthen their presence in this dynamic country.
The session had 30 representatives from 20 PTEs attending, demonstrating how New Zealand education providers are recognising the opportunities for growth given the country’s expanding economy and growing middle class. As Van noted " Viet Nam offers significant growth opportunities, but success will require a tailored approach that addresses both the evolving demands of Vietnamese students and the competitive landscape."
The demand for English language skills is particularly high in business, technology, and education, as Vietnam continues its global integration. This makes New Zealand's high-quality ELS programmes attractive.
For PTEs, the country's growing economy requires a workforce with practical, vocational skills, which New Zealand’s providers are well-positioned to offer. Many PTEs and ELS institutions provide pathway programmes that help students transition into higher education or industries with globally recognised qualifications, Vietnamese students are attracted to New Zealand programmes that enhance employability both in Viet Nam and internationally.
Van added that despite these opportunities, there are some challenges.
“Tough competition from other study destinations and the changing preferences of Vietnamese students—away from traditional English and vocational courses—will require providers to adapt and innovate. The country's rapid development and young population present long-term growth potential, but strategic planning and market responsiveness will be key,” said Van.
The slides from the Accelerator Session can be found here. You can also watch a recording of the session here - https://youtu.be/KQE22JV1t2w
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Around the world in five
Australia
The latest Agent Perception Survey from Navitas has demonstrated the impact of policy changes in Australia and Canada on demand and how the countries are viewed, and also shows that students are casting the net wider for higher education options and that demand for alternative destinations is growing.
India
Future of overseas education is set for major transformative shifts, driven by advancements in AI and immersive technologies. AI-led Virtual Reality tours are just one aspect that is set to revolutionise student exploration of overseas campuses.
South Korea
At the same time as leading Western destinations – e.g., Australia, Canada, the Netherlands, the United Kingdom – are applying brakes to slow or reverse the expansion of their foreign enrolment, several Asian destinations are doing the opposite: pursuing policies to boost international enrolments to record-high levels. Japan, Malaysia, Taiwan, and South Korea have all set ambitious new international enrolment targets.
United Kingdom
The UK government is considering replacing the Secure English Language Test (SELT) with a Home Office-owned testing model as part of an overhaul of the language requirement for student visas.
United States
International applications to US institutions continued to grow in 2024/25, though at a slower pace than in previous years, a new survey published in August 2024 has revealed.
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ENZ staffing changes in Washington, D.C
On Friday 27 September Amy Rutherford, our Regional Director – Americas, the Middle East, and Europe and Counsellor (Education), will be finishing after eleven and a half years at ENZ.
Amy started at ENZ in 2013 as an International Market Manager for China. She has been in Washington, D.C. since 2018, having been in Los Angeles prior to that as ENZ’s Director of Education, North America. Prior to working for ENZ, Amy studied in the United States as an undergraduate student and worked for the University of Otago in the North American and European markets, as well as the New Zealand Resident Director for a US study abroad provider, the Institute for Study Abroad (IFSA).
“As a colleague of Amy’s in the International team, I’ve greatly appreciated Amy’s knowledge and expertise and I know she has built of wide network of trusted colleagues across New Zealand’s international education sector,” Acting General Manager Ben Burrowes said.
Ben added, “on behalf of ENZ, it is my privilege to congratulate Amy on an outstanding tenure at our organisation and we wish her well for the next step in her professional career”.
ENZ’s Regional Director - Americas, Middle East and Europe, Amy Rutherford (centre) will be finishing with ENZ on Friday 27 September. Associate Director of Engagement – North America, Natalie Lulia (left), will be acting in the role from Monday 30 November.
We are delighted that Natalie Lulia, currently Associate Director of Engagement – North America, will step into the role of Acting Regional Director - Americas, Middle East and Europe on Monday 30 September.
"Natalie has been a fantastic addition to ENZ and steps into the role at a particularly important time as we implement our 2024 – 2027 business strategy,” Mr Burrowes said.
Natalie first joined ENZ in October 2023. Prior to ENZ, she was Director – Māori for the Centres of Asia-Pacific Excellence (CAPE) and Strategic Advisor, International Indigenous Development at Te Whare Wānanga o Waikato - University of Waikato. There, she led a team passionate about Māori business capability, Global Citizenship Education and raising awareness to establish meaningful relationships in the Asia-Pacific, particularly with indigenous communities.
