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What do Kiwis think about international education?
Our sector’s successful future requires the public and other stakeholders to know about, and value, international education.
ENZ Director Student Experience & Global Citizens, Sahinde Pala, says the research shows us international education is not front of mind for most New Zealanders.
“However, when the benefits of international education were explained to the research participants, most were really onboard. They were also surprised they hadn’t heard it being talked about publicly and in the media.”
Participants responded extremely positively to the fact international students spend in their community, including to help create jobs across many sectors.
Sahinde says the research showed it is vital that communications broaden the conversation. This means sharing stories about the rich full breadth of other international education benefits New Zealanders care about now including, global citizenship, cultural diversity, tourism, and the fact education is a way to share our innovative ways of thinking, learning and living to benefit the world.
Great fresh insights into how to communicate with Kiwis
Sahinde notes this research gives us the first understanding of the ‘profiles’ of New Zealanders regarding international education – promoters, passives and detractors – and how to share communications that will increase public support.
Encouragingly, half of the NZ population are in the promoter group, with a further 47% in the passive group, and only 3% in the detractor group.
“The greatest social licence gains can be made through the ‘promoter’ group which makes up half of Kiwis. These people either know about international education or they fit a profile of having experiences or attributes that mean they are interested in New Zealand’s place in the world and cultural connectivity. The really great news is promoters will talk to others about international education if they hear it being discussed, and in a way that is meaningful to them.
“This is the task for all of us across the international education system,” she says.
The research also shows that two-thirds of New Zealanders are supportive of students coming into the country in 2021. “This is helpful to understand as we want to ensure those who have stayed and those who come this year receive the manaakitanga Think New promises them,” Sahinde says.
Putting the research findings to work and next steps
Using the insights from this research, ENZ is developing a communications toolkit, including ‘right fit’ messaging, for those in the international education system to use in their own public and stakeholder communications. This is scheduled for release in May.
The toolkit will sit alongside this research, and ENZ’s new regular The Insight Story publication, which provides international education data and insight, as social licence tools to help increase awareness and support for international education.
ENZ is also increasing its own communications to help increase awareness of what international education is, where it is going under the Recovery Plan and NZIES and ultimately, how it benefits students, New Zealand and our global relationships.
ENZ will continue research to understand perceptions and support for international education, including to look at ways of getting real time insights into public sentiment and support.
Read all about it!
The report is now on IntelliLab.
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Alumni gather in Tokyo for the launch of NZACJ
ENZ celebrated the launch with a reception in Tokyo, joined by nearly 100 NZACJ members as well as Ambassador Stephen Payton.
Tip:

Alumni stories are a powerful way to promote an authentic study experience, and offer practical advice to prospective students
ENZ’s Senior Market Development Manager – Japan, Misa Kitaoka, and NZACJ’s Executive Director, Tomoyuki Amano, outlined ways members can support local education fairs, and give career counselling and guidance on university admissions for high school students.
Misa was pleased with the turnout and level of interest and support from the members.
“It was a fantastic occasion to connect former students of New Zealand and Kiwi residents of Japan, who share the same passion for promoting New Zealand as a study destination,” said Misa.
“Some of our guests travelled from Fukuoka, Osaka and Sendai to attend the reception and I was very inspired by their enthusiasm.”
Ambassador Peyton acknowledged the Japanese and Kiwi guests in the room, including members of the Australian and New Zealand Chamber of Commerce in Japan, Kea, the Japan Exchange and Teaching (JET) programme and the Prime Minister’s Scholars for Asia, for their contribution in promoting New Zealand in Japan.
Ambassador Payton addressing the room

Misa said the highlight of the evening was keynote speaker Sotaro Kawada, who received the dux award at Garin College in 2016 despite speaking very little English when he moved to Nelson five years ago. He will start a Bachelor’s degree in business at University of Edinburgh in September.
“Sotaro emphasised the opportunities and assistance he received at Garin College, which gave him the self-confidence to achieve his academic and personal goals,” said Misa.
“We had a videographer film the event and look forward to sharing these inspiring alumni stories soon.”

For details on membership and registration, visit the NZACJ webpage.
L-R: Yucheng Su, JET Programme Coordinator for International Relations, Ambassador Payton, keynote speaker Sotaro Kawada and ENZ’s Misa Kitaoka.
Japan story 6
Neuseeland still a popular destination for German High School students

Germany takes the number one spot in all of Europe for the number of international students it sends to New Zealand and the fourth largest in the world for sending high school students after China, Japan, and South Korea. In 2023, 1,417 German students were enrolled at high schools across New Zealand which represented 10% of the total number of school students in the country.

There are positive signs that this number will continue to increase in 2024. 82 high school students were recently farewelled by the New Zealand Ambassador to Germany, Craig Hawke, and Education New Zealand Manapou ki te Ao (ENZ’s) Associate Director of Engagement in Germany, Olga Elli at an event at Frankfurt Main Airport on Sunday 14 July.

The event was organised by Study Nelson, a Nelson-based education agency, that supports German students to find a high school in New Zealand, mainly in the Nelson-Marlborough area. The event was an opportunity for the students, aged between 14 and 19, to meet and engage with each other before they embark on their international study adventure. The students will spend between three and 18 months in New Zealand, depending on their programme and some plan to complete their NCEA Level 3 university entrance here.

One particularly excited member of the group included Emely Soffel, the I AM NEW scholarship winner from 2019, who due to the pandemic, had to wait five years to make her New Zealand study abroad dream come true.

Ambassador Hawke with high school student Emely Soffel, the 2019 I AM NEW scholarship winner who was not able to travel during Covid. They are pictured here with ENZ’s Associate Director of Engagement in Germany, Olga Elli.

Olga said that Germany’s strong recovery in the high school subsector can be attributed to the experienced German agent network who have had long-standing and enduring relationships with high schools back in New Zealand.

“These agents have been building strong bridges between Germany and New Zealand for several years now, some for decades, and have made positive impacts for thousands of young people.

“They have such a deep understanding of the unique offerings that our high schools in New Zealand provide and are an invaluable service to students when trying to decide where to study,” said Olga

She added “German students love coming to New Zealand especially for the opportunity to try out subjects that aren’t typically offered at German high schools. Subjects like outdoor education, fashion design, marine biology, and food technology for example, are always really popular choices.

Ambassador Hawke mingled with the students and enjoyed hearing about their chosen schools in New Zealand. In his farewell speech to the group, he wished them a warm ‘Haere rā/farewell and said, “I invite you all to make the most of the excellent educational experience on offer in our country and also the opportunity to immerse yourself in our diverse culture. I hope you all become lifelong ambassadors for New Zealand.”

Ambassador Hawke farewells the students at Frankfurt Main Airport.
PMSA compilation
Are you ready for NZIEC 2019?
With a packed breakout programme, outstanding keynote speakers and the return of Miriama Kamo at the helm, the 2019 NZIEC is not to be missed.
What’s on offer at NZIEC 2019?
This year centres on Navigating our changing world and how New Zealand has the opportunity to stand out as one of the most innovative players in the global international education industry.
The full programme is now available. Among the featured highlights are the following sessions.
- Inspirational keynote speaker and founder of Inspiring Stories, Guy Ryan will kick things off by discussing how we can Navigate the needs of future learners. Guy has spoken internationally and at home to more than 25,000 people, including TEDx and World Forums.
- The topic of Resilience and mental wellness in under-represented international students will be explored by Marcela Lapertosa and Huong Diep. They will look at the issues that affect international students while discussing strategies and providing tools to foster resilience in a culturally appropriate manner.
- We will harness the power of the ANZAC spirit by having a look at ANZAC perspectives: strategies, leading indicators and busting international education myths in Australia and New Zealand. This session will ask attendees to compare what’s the same and what’s unique for New Zealand and will challenge them to think about what this means for decisions in our sector.
- It’s time for New Zealand to take a bolder approach to our education brand positioning. In the session I am New. Repositioning the New Zealand Education brand for success, Paul Irwin, ENZ General Manager Partnerships & Marketing, and Kaylee Butters, ENZ Director Brand and Design, will launch a new long-term brand platform for New Zealand that focuses on a high value audience, redefines what a quality education means and is grounded in New Zealand’s unique strengths, both as a country and as an education system. This session will also cover what this could mean for your international marketing.
- As part of our celebration of Japan as the NZIEC Country of Honour, we welcome guest speakers from Tokyo Metropolitan Board of Education and Atsugi City Board of Education. We look forward to presenting a renewed, strategic partnership with Japan to provide new business opportunities for New Zealand providers. We will also look at ways to foster meaningful connections between New Zealand and Japan through a wide range of exchange activities with students and teachers from the two countries.
- Dan Smidt (ENZ), Andrew Galloway and Pii-Tuulia Nikula bring together a range of perspectives and experiences to discuss effective monitoring of education agents; best approaches and potential benefits.
- On day two, keynote speakers, Dr Lisa Coleman, Chief Diversity Officer of New York University, will explore a world of diversity, while Professor Chris Gallivan of Massey University will finish the conference by giving a not-to-be missed exploration of navigating education transformation.
Find out more about what’s in the programme.
Places are selling fast!
Places are selling fast. With nearly half of all places already sold we’re not expecting the remaining places to be around for much longer.
If you’re thinking of attending, you need to get in quick to avoid disappointment and missing out on the international education event of the year.
Register here
About NZIEC
The 28^th New Zealand International Education Conference and Expo (NZIEC) will be held at SkyCity Convention Centre in Auckland on Wednesday 7 and Thursday 8 August. Find out more about NZIEC at www.nziec.co.nz
BPO Intelligence has returned as the conference’s lead partner for the sixth year running, while The PIE News returns as the media partner.
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