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 Ao 

Education 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.