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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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New Zealand to host APAIE 2021 conference
Education Minister Chris Hipkins today announced that New Zealand has been successful in its bid to host the APAIE conference in March 2021.
The conference theme is “innovation for sustainable futures” and will focus on building links between APAIE and universities in the South Pacific region.
The conference will use the new Auckland Convention Centre after it is completed in 2019 and is expected to attract some 2000 delegates. University of Auckland will host the event and the other seven universities will co-host.
“I want to congratulate the universities who worked together to put forward this successful bid. This is great news for our international education sector as international education adds considerable richness to New Zealand,” said Minister Hipkins.
“We know that international education offers opportunities for young people to study here and for our young people to study abroad. That’s why we want our international education sector to have a strong future.”
Grant McPherson, ENZ Chief Executive, said New Zealand’s selection to host APAIE 2021 was wonderful news. It was also a significant achievement.
“The selection reinforces New Zealand’s reputation for having a world-class education sector and for leadership in international education thinking across the Asia-Pacific region.
“The APAIE conference is a valuable platform for engaging with education organisations across the Asia-Pacific region, providing a one-stop shop for 2,000 delegates to establish partnerships with quality institutions,” said Grant.
“Over the next couple of years, ENZ will work with the New Zealand industry to build our presence at APAIE conferences in Kuala Lumpur in 2019 and British Columbia in 2020, so that the 2021 conference delivers for our industry and showcases the best of our international education sector to the world.”
“The bid has been a true NZ-Inc effort,” Grant emphasised.
“The University of Auckland played a central leadership role, with the strong support of all of our universities. The Ministry of Foreign Affairs and Trade, Auckland Tourism, Events and Economic Development (ATEED) and Tourism NZ’s Major Events team have also provided invaluable support in making the bid a success,” he said.
Read Minister Hipkins' announcement here.
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