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• Growing offshore interest in NZ through onshore ‘Famils’

  ‘Famil’, short for ‘Familiarisation’, are visits organised to literally familiarise invited groups of people with a product, or in our case, New Zealand as an international education destination. The intended purpose is that those who attend famils will become valuable advocates for a New Zealand education and therefore drive preference for New Zealand in market.  

  During Covid-19 these visits were stopped due to border closures. Now that borders have been fully open for some time and our international education sector is recovering, this summer provided the perfect opportunity to show off New Zealand, including our regions and unique culture, and the wide range of educational and experiential offerings to representatives from various international markets.  

  The summer of showcasing New Zealand started in November with two media famil groups from India and Viet Nam. This was followed by three groups of education agents from Brazil, Germany and South Korea visiting in March and most recently, a famil co-hosted by ENZ and Air NZ bringing Japanese school teachers to regions in the North Island. ENZ subsidises these programmes with other costs covered by participants, regional economic development agencies, and education providers.  

  

  The University of Otago provided a campus tour with a Korean student and didn't miss the opportunity for a classic picture with its famous Clock Tower.

  ENZ’s General Manager International, Lisa Futschek said that careful planning goes into facilitating these visits to ensure the famil groups are exposed to a range of subsectors that are relevant to the visiting country while also leveraging the visits to benefit as many providers as possible.    

  “While we’d love to showcase every New Zealand provider, this is obviously not possible. Much consideration is given to the source market and to the subsectors that we know are popular with that country.  

  “This ensures we are targeted in our approach and our visitors go back to their countries equipped with the most relevant information that helps build that pipeline of future students," said Lisa.  

  

  The Brazilian agents attended a networking event hosted by AIS for Auckland-based English Language providers.

  “We also look for opportunities in which we can make introductions to several providers in one go. For example, a networking function was held at Auckland Institute of Studies (AIS) with Auckland-based English Language Schools invited to meet the agents from Brazil, cultivating many new connections while strengthening existing ones,” added Lisa.  

  As well as showcasing the various subsectors, promoting the destination is also hugely important and famil itineraries also include time spent seeing what the regions have to offer international students. This is often organised with the help of the regional economic development agencies.  

  A perfect example of cross sector collaboration was seen in Ōtautahi Christchurch where Christchurch Educated, an international education organisation based in the region, hosted a networking dinner with the regional economic development agency, ChristchurchNZ. They hosted the Brazilian and German agent famil groups and education providers from various sectors in the Canterbury region.   

   

  

  The German agents are pictured here at the Christchurch Educated networking event with a group of Christchurch based education providers (mainly high schools). The event was hosted at Ara’s Visions on campus restaurant with the Brazilian agents in attendance too.

   

  Stefi Porter, International Education Partnership Manager for Christchurch Educated said that bringing everyone together to mutually share the benefits of studying in Ōtautahi Christchurch was a wonderful thing.  

  “There is certainly strength in numbers and a perfect example of where collaboration between providers and regional economic development agencies can really deliver greater bang.  

  “Instead of competing against one another, we are sharing resources, time and energy to show the best of our region and the breadth of study options we can offer international students.” 

  A key outcome of the various famil groups visiting New Zealand is that they become advocates for New Zealand as a place to study, ensuring a steady pipeline of students for years to come. In the post-famil survey, all attendees reported they were either much more likely (87.5%) or somewhat more likely (12.5%) to recommend New Zealand as a place to study for prospective students.  

  Other positive outcomes, include the positive media articles and social media posts produced by visiting journalists and individuals to their networks in their home countries. This positive coverage not only showcases the quality of New Zealand's education system but also shares the New Zealand education experience with prospective students in their home countries through stories featuring students and alumni.   

  The India media famil has achieved five in-depth stories to date in Education Times, India's largest newspaper supplement (circulation 500,000). The stories showcase the research prowess at New Zealand universities, including in biotechnology, managing climate change related disruptions, and feature the New Zealand education experiences of a range of students from India. 

  In Viet Nam 10 articles and four social media posts have been published so far, reaching an audience of 557,000, with more coverage expected in the coming months. Of note is HHT, the top teen magazine in Viet Nam has created a column “letters to New Zealand”, which shares weekly articles about New Zealand written about alumni.   

  

  An example of some of the coverage these visits receive. Featured is a compilation of posts that Brazilian agent, Juliana Viana Silveira, owner of CI Intercambio in Juiz de Fora, made on Instagram to her followers during March while in New Zealand. The role of agents in Brazil in international student recruitment is becoming increasingly more important as reported by StudyTravelNetwork here -https://studytravel.network/magazine/news/0/30492

  ENZ would like to extend a huge thanks to the education providers and regional representatives for hosting our international visitors and leaving them with a strong sense of New Zealand’s education offerings. The way in which ENZ is able to work collectively with providers and the regional economic development agencies to collaboratively plan the famil is ideal to ensure a good mix of experiences and a balance of activities.  This approach helps regions feature strongly in any future famil plans and also helps develop the regional international education ecosystem.  

  We look forward to hearing about more connections with education representatives at the ICEF ANZA conference in Christchurch. 

  Check out our image gallery of the famils which shares further details of each of the groups including who attended, where they went and who they met with.

  

  The Japanese All Girls School Teachers participated in a kapa haka class at New Plymouth Girls High School in New Plymouth. Here they are pictured playing the Tītī tōrea Māori Stick game, a traditional New Zealand game which has been played for generations.

   

    

• Mayoral events provide vibrant welcomes to students in their regions

  Last month we shared some of the wonderful images that New Zealand schools, universities, PTEs, Te Pūkenga and English Language Schools shared with ENZ as they welcomed their new students for 2024. This month we are sharing details and images from the Mayoral welcomes that some of our regions have held for their visiting international students. 

  Thank you for adding to our diversity and vibrancy! 

  More than 40 international students were greeted by Whanganui District Council Mayor, Andrew Tripe, at a special Mayoral welcome to the community on Monday 8 April. 

  Speaking to the students from countries including Brazil, South Korea, Japan, Germany, China, India Indonesia, Thailand, and Viet Nam, the Mayor thanked them for choosing Whanganui and adding to the “diversity and vibrancy of our community”. 

  The students attending had enrolled in both secondary schools and tertiary institutions in the district such as Whanganui High School, UCOL Whanganui and the New Zealand International Commercial Pilot Academy. 

  Formal greeting over, the Mayor was rushed by students seeking a special ‘selfie moment’ to share with families and social media. 

  

  A group of Brazilian international students attending Whanganui High School take up the opportunity of a photo with the Whanganui District Council Mayor, Andrew Tripe.

  Similar levels of excitement were seen in Hamilton where the Mayor of Hamilton, Paula Southgate and local performance groups welcomed approximately 250 new international students to the Waikato region. The welcome event was held at the Pā, University of Waikato and is the first welcome since the Covid-19 pandemic put these events on hold.  

  

  Mayor Paula Southgate providing the official welcome to the Waikato’s approximately 250 international students.

  Faymie Li, Education New Zealand Manapou ki te Ao’s Senior Advisor Student Experience said, “I was deeply honoured to witness this significant event and see how we demonstrate manaakitanga to our international students.  

  “The diverse cultures we embrace in Aotearoa is truly something to cherish and celebrate. It was wonderful to see so many school students attending the ceremony, offering them a unique student experience they don't typically encounter.” 

  Jiabao Zhao (Boa), a former international student who completed a Bachelor of Management Studies with First Class Honours at the University of Waikato, shared a message of encouragement with the students. Boa’s advice for new students was: to study hard but also “talk to and meet students from outside your country. It’s easy to remain in your comfort zone but that is not the point of studying abroad. Network and build your presence”. 

  

  Former University of Waikato International Student sharing a message of encouragement to the new international students.

  She also reminded students to take care of both their physical and mental health. There will be challenges but also great opportunities, and her own study and career journey is testament to that. She now works as an International Sales Operation Executive at Prolife Foods Ltd in Hamilton. 

  

  A handful of the 250 students who travelled to the Pā at the University of Waikato, for the international student welcome.

  Also in March, nearly 100 international students received a fine welcome centered on the theme of connection, by Timaru District Mayor, Nigel Bowen. The Timaru District will be home to students from Japan, China, Germany, Thailand, South Korean, Hong Kong, Macau, Fiji, Philippines, Brazil and Poland, and more over the course of this year. You can read about this welcome in the Stuff article here - Nearly 100 international students welcomed to Timaru | Stuff.  

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