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From the CE: From planning to implementation on growing international education
Kia ora koutou,
It was wonderful to see the International Education Going for Growth Plan announcement in July coincide with positive student stories from regions such as Canterbury and the Waikato. These featured the rise in international student numbers across subsectors, and local councils celebrating international student achievements and community contributions.
This month we have turned our minds to implementation, with the launch of our Go-To-Market Plans. These plans focus on nine markets with the highest potential for growth: China, India, the United States of America, Sri Lanka, Viet Nam, the Philippines, South Korea, Japan, and Thailand.
The next step for ENZ is to develop ‘lighter touch,’ tailored plans for markets where we will maintain New Zealand’s strong presence and reputation for high-quality education: Germany, Brazil, Indonesia, Malaysia, the Gulf Cooperation Council countries, Chile and Colombia.
An incredible amount of cross-sector engagement has gone into progressing this work. I am grateful to education providers for the open and meaningful way you have responded over the past few weeks.
On 11 August, ENZ launched a new brand campaign – New Zealand Taught Me – that highlights stories of alumni of New Zealand, aiming to connect emotionally with the values and aspirations of globally-minded prospective international students.
Delivered at pace, this campaign is designed to reignite and heighten interest in New Zealand as a study destination, ahead of the full launch of a New Zealand global brand platform later in the year. If you have not seen the campaign hero video, you can view and reshare it off this link.
Next month, I will be attending the 35th European Association for International Education (EAIE) Conference in Gothenburg, Sweden, followed by the ICEF Monitor Global Summit in London, UK, where I will be sharing insights on students’ preferences for study in New Zealand and our plan to build international student enrolments over the next 10 years.
Ko te pae tawhiti whāia kia tata, ko te pae tata whakamaua kia tina
Seek to bring distant horizons closer, and sustain and cherish those that you attain
Ngā mihi nui,
Amanda Malu
Chief Executive
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New global campaign invites students to discover what New Zealand can teach them
The ‘New Zealand Taught Me’ campaign was launched on 11 August and has started to roll out across key global markets, showcasing the unique value of a New Zealand education through the voices of its alumni.
Real stories with real impact
At the heart of the campaign is a 30-second hero video, backed by a suite of alumni stories that highlight the life lessons and experiences gained while studying in New Zealand.
Hero video
Alumni stories
These stories aim to connect emotionally with globally minded students and their families, showing that learning here goes far beyond the classroom.
Why now?
The campaign is a strategic move ahead of the full launch of a global brand platform for New Zealand international education.
It’s designed to deliver strong results in high-growth markets, replacing the previous ‘Learn New Every Day’ campaign in nine countries: China, India, Japan, South Korea, Sri Lanka, Thailand, the Philippines, the USA, and Vietnam.
A welcoming message
ENZ Brand Lead Nick Sinclair said the campaign is a major opportunity for us to present New Zealand as the living and breathing learning destination that is.
“We want to show students how in New Zealand knowledge comes from everywhere.”
“Given the shifting global climate that we are currently seeing with international education, it's a timely opportunity for New Zealand to strengthen its position as a welcoming and inclusive destination.
“The message to students is clear: we’re open, and you’re welcome,” Nick said.
A fresh direction
‘New Zealand Taught Me’ signals a shift toward a more emotionally resonant and globally competitive brand identity. It positions New Zealand as a vibrant, welcoming learning environment where knowledge comes from everywhere, not just the classroom.
Where to see it
The campaign has started to appear across paid digital media, the ENZ Study with New Zealand website, and all communications with prospective students.
ENZ encourages education agents and partners to use the market-specific materials in their promotions.
These assets are live on ENZ’s Brand Lab for you to make the most of:
- Translated hero videos
- Translated Alumni videos across education sectors
- Social media guidelines (coming soon)
- A sector engagement pack (coming soon)
Contact ENZ Brand Lead Nick Sinclair via Nick.Sinclair@enz.govt.nz if you have questions or ideas about leveraging the campaign assets. If you have a success story on how the campaign assets have supported your work, please also get in touch.
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Celebrating excellence: ENZ hosts inaugural New Zealand Universities Awards in Viet Nam
The event highlighted New Zealand’s commitment to supporting Vietnamese students and reaffirmed the strong education partnership between the two countries during the 50th anniversary of diplomatic relations.
The NZUA programme was officially announced by Prime Minister Rt Hon Christopher Luxon during a visit to Viet Nam earlier this year. It is the first New Zealand Government-backed undergraduate scholarship exclusively for Vietnamese students.
Following a competitive selection process, eight outstanding high school students were awarded the inaugural NZUA scholarships. Each recipient distinguished themselves not only through academic excellence but also through their personal aspirations, resilience, and commitment to engaging with the world.
At the ceremony, the students were formally presented with their scholarship certificates by Trade Commissioner Scott James and ENZ Regional Director – Asia (excluding China), Ben Burrowes. The celebration was witnessed by families, representatives from New Zealand universities and education agencies.
In his address, Scott highlighted the significance of this milestone.
“The inaugural NZUA cohort are not only exceptional students, but also cultural and intellectual bridges between our two nations. They stand as a vivid testament to the strong and enduring educational partnership between Viet Nam and New Zealand,” he said.
Ben also emphasised the value of the programme.
“The NZUA scholarship reflects the spirit of valuing both knowledge and people – a core principle of New Zealand’s education system.
“We are proud to welcome the first generation of NZUA Vietnamese students to New Zealand’s leading universities, where they will grow, integrate, and contribute to the shared progress of our world,” he said.
A particularly symbolic moment of the ceremony was the connection ritual between university representatives and the scholarship recipients. Students received congratulatory gifts and placed stars on a map of New Zealand to mark the cities and universities where they will soon study – a visual representation of the “first steps” of the NZUA generation.
Among the recipients, Do Tran Phuong Uyen said that she feels the scholarship is much more than financial support.
“It represents belief – belief in our potential, our dreams, and our ability to contribute to our communities and to the ongoing relationship between Viet Nam and New Zealand,” she said.
“It shows that young Vietnamese students can become leaders, innovators, and responsible global citizens,” Do added.
Parents also expressed their trust and confidence in New Zealand’s education system.
Ho Tuyen Truyen, father of recipient Ho Nhu Quynh Chi, said he places his full trust in New Zealand’s safe, high-quality education system.
“I believe that in this environment, my child will be nurtured with knowledge, resilience, and compassion,” he said.
As the first NZUA cohort prepares to begin their journeys, the scholarship stands as a powerful symbol of New Zealand’s commitment to Viet Nam’s young talent.
These students are poised to become influential ambassadors, helping to strengthen educational collaboration and foster deeper people-to-people connections between New Zealand and Viet Nam.
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Building on momentum from 2025 for steady growth in 2026
Kia ora koutou,
As 2025 draws to a close, I want to take a moment to reflect on what we’ve achieved together, and to thank you for the incredible support you’ve shown to grow international education in New Zealand.
This year has been one of big wins:
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New Zealand now has 83,535 international students enrolled between January and August, a 14% increase on last year, already surpassing 2024’s total.
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Education-related travel exports hit $4.52 billion, making international education among New Zealand’s top 10 exports.
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87% of international students rated their experience in the country positively, with 77% of New Zealanders agreeing that international education benefits the country.
These results are a testament to the strength of our partnerships and the commitment of everyone in this sector. Thank you for working with us on our Go-to-Market Plans, we are excited to keep building on this momentum in 2026 as we deliver on the International Education Going for Growth Plan.
And it’s not just our sector shining, New Zealand continues to stand out globally on several counts, which make us even more appealing as a high-quality study destination.
We are globally ranked:
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fifth for overall higher education quality (QS World University Rankings 2026)
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second on the Sustainable Trade Index
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third-most peaceful country in the world (Global Peace Index 2025)
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first for work-life balance (Global Life Work Balance Index 2025)
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tenth for overall prosperity and wellbeing (Legatum Prosperity Index 2025).
Finally, I want to acknowledge Amanda’s outstanding leadership as ENZ Chief Executive. Amanda has strengthened relationships across government and the sector, represented New Zealand internationally, and delivered an organisational reset that sets ENZ up for the future.
We’re immensely grateful for her contribution and wish her every success in her next role.
The ENZ Board has started recruiting for a new Chief Executive, and we’re working closely with Amanda and the leadership team to ensure a smooth transition. In the meantime, business continues as usual, and our team remains focused on achieving the growth goals we have set for international education.
On behalf of the ENZ Board, thank you for everything you’ve done to help international education grow and thrive this year.
Wishing you a safe and happy festive season filled with relaxation, good cheer and time with loved ones. We look forward to connecting again in the New Year and continuing this important work together.
Ngā mihi nui,
Tony Gray
Chair, Education New Zealand Manapou ki te Ao -
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