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• Latest levy data released

  As many expected, the 2012 figures confirm a decline in international student enrolments since 2011. Although enrolment numbers fell by 6 percent (5,665), the report also shows that tuition fees from international education increased by $13.4 million, up 2 percent.

  While these are the headline numbers of the report, a more complete picture is revealed by looking at the report in more detail. For instance, while there has been a 5,665 decrease in enrolments, certain sectors have been impacted more than others. Private Training Enterprises (PTEs), mainly non-funded, experienced a drop in enrolments of 5,102. However, Institutes of Technology and Polytechnics (ITPs) saw a 4 percent increase in enrolments, although the numbers, 434, are modest.

  Canterbury is suffering reduced student enrolments due to the earthquakes, an important factor in explaining the national numbers. There were 2,979 fewer students – a 31 percent drop – enrolled with Canterbury education providers in 2012.

  The ongoing effects of the rising New Zealand dollar are also hurting the industry, and it is important to note that other providers of international education are experiencing similar trends. Australia, for example, has experienced a similar decline in international student enrolments, with their numbers down by 7 percent in 2012.

  We need to improve our understanding of what factors drive student choices in our key markets. To this end, much of Education New Zealand’s current work is focused on how students and their families decide on where to undertake their course of study, and the factors that influence their decision.

  This research will allow Education New Zealand to provide you, the industry, with detailed information that is current and relevant. We can then work together to develop programmes and initiatives to increase the demand for what New Zealand has to offer.

  There is much work to be done. A willingness to take a different approach is essential if we are to grow our industry.

  We will provide more analysis of the data in next week’s edition of our e-news, International Education News. Some of the key information from the report is included below.

  Kind regards,  

  

  Grant McPherson

  Chief Executive Education New Zealand    

  Enrolments: There was a 6% drop (from 98,660 to 92,995 in international student enrolments) in 2012. The main results were:

  • Schools (down 3%), universities (down 2%), funded PTEs (down 6%), non-funded PTEs (down 13%)

  • Canterbury numbers down 31% (a reduction of 2,979)

  • Chinese enrolments up 5% (now 27% of all international students)

  • Japan (number 4 market in 2012) enrolments up 3%

  • Saudi Arabia (number 5 market) down 26%

  • South Korea (number 3 market) down 19%

  • India has overtaken South Korea as our second biggest source of students

  • ITP enrolments up 4%

  Tuition fees: There has been an overall $13.4 million (2%) rise in international education tuition fees in 2012, but the results varied according to sector:

  • Universities (up 6%), ITPs (up 5%) and funded PTEs (up 7%)

  • Schools (down 19%) and non-funded PTEs (down 9%)

  

  

  

• Chile announces 500 more ‘penguins’

  In the last edition of International Education News we reported that Chile’s Economy, Development and Tourism Minister, Pablo Longueira, had announced that the pilot scheme for the ‘Penguins without Borders’ scholarship programme that brought 40 Chilean students to New Zealand in January, would be widened to 100 for terms three and four of this year.
  
  Things have progressed since then, with Minister Longueira announcing during his current visit to New Zealand that 500 more ‘penguins’ (so called, due to their distinctive black and white uniforms) are coming to New Zealand.  The first group of 250 ‘penguins’ arrives in July to live and study in towns and cities around New Zealand for two semesters. A further 250 will arrive in January 2014.
  
  New Zealand was the only country chosen to pilot the scholarship programme, but this announcement may help secure New Zealand’s place as a regular destination for these high-achieving students.

• More analysis of latest international student enrolment data

  

  The 2012 Export Education Levy data contained mixed news across sectors, and from some of our key international markets. While the number of international student enrolments is down overall, importantly the value of the industry, as measured by international fees earned, has increased by 2 percent and this is a significant result.
  
  Education New Zealand is committed to working with each sector of New Zealand’s international education industry to support institution’s needs and priorities to enable industry-led growth. We have a strong programme of work underway in 2013 to achieve this.

  Schools

  

  For all schools, international student numbers declined 0.3% to 15,643 students in 2012 compared with 2011

  • Primary and intermediate enrolments were down 3.3%

  • Secondary, composite and special enrolments fell 0.3%.

  • But value has remained more or less static over the past five years

  • South Korea and China make up half the international education market for this sector

  South Korea was down 15% for schools in 2012. Why?

  • South Korean Government moves to provide more English language tuition in Korea

  • Foreign providers setting up in Korea

  • Christchurch earthquake

  • Economic factors in markets

  • High NZ dollar.

  China shows strong growth

  • In 2012 there was a 20% increase in Chinese school international student numbers

  • Chinese first-time visa applications are up, particularly for contributing, composite and special schools.

  Japan is emerging as a growth market

  • Japanese school international student numbers rose 23% in 2012

  • ENZ regards Japan as a market worth further exploration, particularly for school partnerships.

  Universities

  

  Universities earned $308.9 million in international fees in 2012, an increase of 5.5%

  • There are fewer international students, but they are higher value.

  International university student numbers fell 5.2% - a decline of 980 students

  • Indian international students accounted for more than 40 percent of the decline.

  • There was a small increase in numbers of Chinese international students (universities’ biggest and most valuable market). This suggests that New Zealand’s most important international education market is performing well

  • Japanese international student numbers almost doubled

  • Saudi numbers are falling due to a halt in new intakes for Saudi scholarship students in 2012

  • Universities have seen overall international student numbers fall since 2004 despite ongoing growth in the global market for international students

  • Capacity exists and there is scope for recovering market share in the university sector.

  Figures for individual universities are not yet available but we believe about a quarter of this decline can be attributed to a fall in enrolments at Canterbury and Lincoln Universities due to earthquakes

  Universities have strong commitment to internationalisation, partnering with institutions in a variety of markets.

  Institutes of Technology and Polytechnics (ITPs)

  In 2012 ITP fee income was up 4.9% from 2011 - overall revenue for the sector has increased almost 50% since 2007

  International student numbers rose 7.1%; EFTS were up a corresponding 3.4%. ITPs was the only sector to see a rise in numbers and EFTS  

  India and China make a combined 57.6% of all ITP international enrolments:

  • Numbers are up or holding for all major markets

  • There were small declines in South Korea and Saudi Arabia

  • Saudi numbers are falling due to a halt in new intakes for Saudi scholarship students in 2012

  • China remains relatively strong

  • ITPs are encountering strong competition in India from traditional competitors Canada and Australia

  • ITPs want to diversify their exposure to India and China with new market development in the Middle East, Sri Lanka, Nepal, Indonesia and the Philippines.

  Private Training Establishments (PTEs)

  

  PTEs (non-SDR)

  Enrolments at non-SDR PTEs (mostly English language schools) fell 13% in 2012

  • English language schools down 17%.

  • Tuition fees were down 9 % to $105.1 million

  • The decline in English language schools likely to be linked to the rising value of the NZ dollar. International language travelers are known to be price sensitive; also an area of intense international competition.

  This fall, which has been happening for two years, is of concern because ESOL students often move on to further academic study

  Why down:

  • Affordability – the high NZ dollar

  • Greater provision of English language tuition in South Korea

  • Saudi Arabia – fewer new Saudi scholarships

  • New immigration policy – changes to work rights for L5 and 6 diplomas introduced in April 2012

  • Competition from other our key global competitors.

  PTEs (SDR)

  • Enrolments at SDR PTEs (mainly vocational education training institutions) were down 6% in 2012

  • Tuition fees were up 6.4% to $99 million

  • Internationally, demand is growing for high quality vocational training

  • Some of our competitors (eg. Australia) have tightened up student immigration criteria for vocational training.

• Stephen Fleming Live Facebook campaign launched in India

  The aim is to increase the traffic to our India Facebook page as well as building a large database of potential international students.
  
  The Stephen Fleming Live campaign leverages Fleming’s superstar status in India, with potential international students “liking” our India Facebook page, answering a few questions and uploading their photograph into a virtual First XI team photo.
  
  Eleven lucky winners in each of five cities (55 people) across India will get to meet with Fleming’s at an exclusive, closed door, question and answer session in their chosen city.
  
  All entrants will receive a ‘personalised’ photograph of themselves and Stephen to re-post onto their own Facebook page to ‘share’ with their friends.
  
  We’d then like to develop a relationship with them through a post-competition event-driven marketing campaign.
  
  The first two meet and greet events with Fleming were based around Education New Zealand Fairs in Cochin and Pune earlier this month. Further meet and greets will be held in Chennai, Mumbai, Hydrabad, Bangalore and Pune again.
  
  The promotion includes a video for Pune with Fleming talking about studying in New Zealand.

• Los Angeles VAC opens next week

  All applications that were previously received by this office should be sent or delivered in person to the New Zealand Visa Application Centre (VAC) in Los Angeles.
  
  For more information on the Los Angeles VAC, visit the Immigration New Zealand website.

• Update on sending promotional materials to Viet Nam

  A Vietnamese Government circular also states that if the declared value of goods for onward sale, and sent by a courier company, is less than 1 million VND, no import duty needs to be paid. Over this amount, import duty must be paid. 

  In addition, all importers of “cultural goods” must obtain a cultural licence from the Department of Information and Communications, Ministry of Culture, Sports and Tourism.

  “Cultural goods” includes written materials such as education promotion resources. 

  If you are sending materials to education agents, they should be able to obtain the cultural licence. If you planning to send materials elsewhere, and assistance is required, please contact in advance the New Zealand Embassy in Ha Noi or the New Zealand Consulate in Ho Chi Minh City for more information.

  Other tips for institutions sending materials to Viet Nam include:

  • You should send materials well in advance of any planned events

  • If import duty has to be paid, please aarrange with your freight company for the sender (rather than receiver) to cover this cost – this speeds up the process for the Embassy or Consulate if there are any problems

  • If arranging materials to be sent to Viet Nam from third countries, remember to instruct foreign printers accordingly

  • Remember also to include this information when organising shipments through BPO Intelligence (BPO)

• EdTech conference a great success

  Education New Zealand (ENZ) supported the conference, alongside Learning Media and Grow Wellington, as part of ENZ’s wider strategy to build the capacity, capability and scaleability of the international education export industry.
  
  ENZ sees a vibrant and successful EdTech sector as critical to the success of New Zealand’s educational offerings, domestically and offshore.
  
  ENZ Education Business Development Manager Melonie Pitkin says “One of our key goals for the conference was providing an opportunity for a sector to begin to self identify and find opportunities to make business connections that might not ordinarily occur as part of business as usual.
  
  “On that front we would certainly view this inaugural conference as successful. We're pleased that it was so well attended and well received. We're looking forward to feedback from participants that will help inform and shape how Education New Zealand can work with the EdTech sector.”
  
  The EdTech for Export website will become a hub for EdTech news and information. Videos and slides for some keynote speakers and breakout sessions have been posted on the site.

• Alumni news - launch the New Zealand Educated LinkedIn group

  We encourage you to look at this and refer the LinkedIn group to your own alumni and ask them to join up.

  This is the first stage in our work with alumni. Once there are more members in the group we will start sending out notice of events, encourage alumni to form groups and start discussion forums.

  Here is a comment from one of the alumni who recently joined: “Thank you very much for invitation, this group would make me feel like return back to NZ. Keep in touch.”

• JJL China visits New Zealand to discuss international student recruitment strategies

  Senior representatives from JJL China, including their Beijing HQ President Mr Yanmin Zhu, will meet with New Zealand institutions from a range of education sectors in the wider Christchurch and Wellington regions. Grant McPherson, Education New Zealand’s Chief Executive, says the visit is the first of four inbound agents trips organised to improve connections between industry, agents and markets.

  “Loyal and high-quality agents play an important role in New Zealand’s international education industry. ENZ is hosting these trips to build on our valued relationships and explore further opportunities for cooperation aligned to our marketing campaigns.”

  Kaye Le Gros, ENZ’s Channel Development Manager with responsibility for agents, says JJL were especially keen to travel to and show their support for Christchurch.  While there, the delegation will visit Burnside High School, the University of Canterbury and Christchurch Polytechnic Institute of Technology. They’ll take a tour of the Re:Start container mall and learn about plans to rebuild Christchurch’s city centre.

  The visit will conclude with a meeting to discuss a two-year strategic plan for JJL China and New Zealand. Agents from India, Indonesia, Thailand and Korea arrive in New Zealand throughout May and June. As well as meeting with education representatives, visiting delegations will hear from New Zealand Qualifications Authority, Immigration New Zealand and Ministry of Education staff.

• Update on the New Zealand Story – Our shared story to support export growth

  The New Zealand Story project is led by the chief executives of Education New Zealand, Tourism New Zealand and New Zealand Trade and Enterprise.

  The Story will:

  • Communicate New Zealand’s values and personality

  • Feel and be authentic

  • Feel different to other countries’ stories

  • Move us beyond place (our landscape)

  • Be a foundation story from which other stories can grow

  • Support growth in export earnings.

  It will help communicate New Zealand’s distinct and unique attributes to international audiences around the world.

  Education New Zealand Marketing and Channel Development Manager Kathryn McCarrison says that while New Zealand has a great reputation in a number of areas, “the New Zealand Story is an opportunity to sharpen and highlight our country’s many qualities.

  “What we have got is a gap between how international audiences see us and the ideal positioning we need to ensure the world ‘buys’ New Zealand.

  “The New Zealand Story will fill that gap so that exporters don’t have to spend half their meetings in international markets explaining why New Zealand is great. They can get straight into saying why they are great.”

  The New Zealand Story will be a foundation for more specific stories about individual businesses and sectors like education. It will help give the stories told in international markets by individual companies and organisations a common voice when talking about New Zealand.

  The Story has been tested and accepted by businesses and consumers in six markets –Australia, China, USA, Jakarta, India and Germany.

  Leaders from New Zealand’s primary sectors, manufacturing services, export education, Māori and wider government have also had extensive input into the story’s formulation.

  The project is now in its creative development stage. A toolbox for industry will be developed that will include images and videos to help ‘NZ Inc’ partners (from both the public and private sector) tell a consistent story about New Zealand across different sectors and in very diverse international markets.

  This is an exciting development in the marketing of New Zealand globally and one that will help us all tremendously in raising the profile of our own sectors overseas.