Strong agent engagement supports growth of New Zealand high schools in Germany

Between January and August 2025, 2,110 secondary school students from Germany chose to study in New Zealand, the highest volume recorded in the past decade. This result reflects the enduring appeal of New Zealand’s high‑quality education system, strong pastoral care, wide range of sports and co‑curricular opportunities, and a lifestyle that continues to resonate with German students and families.

Education agents at the centre of Germany’s success

A key driver of this growth is the strength of Germany’s education agent network. Around 50 experienced agents actively promote New Zealand as a school study destination and maintain long‑standing relationships with New Zealand high schools.

These agents play a critical role in advising families, matching students with the right schools, and supporting sustainable recruitment through their deep understanding of the German market and trusted local relationships.

Strengthening in‑market engagement

As part of ongoing engagement in Germany, the Schools International Education Business Association (SIEBA) recently hosted dedicated agent sessions in Berlin and Frankfurt. The sessions created opportunities for open discussion on market trends, emerging opportunities, and challenges facing school recruitment, while also strengthening connections between agents and New Zealand schools.

SIEBA also shared how it supports agents and schools through its platform and services, helping increase visibility and build effective partnerships.

SIEBA, Member Services Manager – Student Attraction, Giuliana Silveira, said it was fantastic to experience the dynamics of the German market and to meet agents in person.

“I was truly impressed by the depth of expertise and the strong commitment of the education agent community to New Zealand as a destination,” Giuliana said.

Strong presence at German education fairs

New Zealand schools also maintained a visible presence at agent‑led fairs across the country. In March, several New Zealand high schools took part in the Switch Live fair in southern Germany, organised by Switch You, where strong interest was evident among students and parents.

ENZ Associate Director of Engagement – Europe, Olga Elli, said New Zealand’s value proposition is a compelling one in Germany.

“From my conversations with families, it was clear how compelling New Zealand’s value proposition is. Against the current global backdrop, New Zealand is being seen as an increasingly attractive and reliable study destination,” Olga said.

Sustaining momentum

Regular in‑market engagement, active participation at education fairs, and ongoing collaboration with trusted agents remain essential to maintaining visibility and competitiveness in Germany. These efforts continue to support strong outcomes for New Zealand high schools and position the sector well for sustained growth in this priority market.