26 June 2025 at 10:30 am

Stronger together: TNZ and ENZ support school sector growth through agent famil

A recent familiarisation (famil) tour co-hosted by Education New Zealand Manapou ki te Ao (ENZ) and Tourism New Zealand (TNZ) brought top Chinese travel agents to Aotearoa New Zealand to strengthen connections with local schools and promote the short-term study tour market.

Weta Workshop
The first day of the famil visit included a visit to Weta Workshop in Wellington.

The week-long programme brought eight agents from mainland China, Hong Kong, and Taiwan to Wellington, Malborough and Canterbury.

The aim was to give agents first-hand experience of New Zealand’s short-term study offerings in schools, strengthen connections with regional education providers, and explore opportunities to develop tailored study tour programmes.

The famil was funded by TNZ, with ENZ collaborating with Schools International Education Business Association of New Zealand (SIEBA) to manage the itinerary and logistics.

ENZ Senior Market Development Manager (China), Felix Ye, and TNZ Trade Development Manager (Greater China), Sandy He, led the delegation of eight agents - providing on-the-ground support and sector insights.

In the year ended December 2024 New Zealand exported $1.29 billion of education related travel to China. This represented 35.8% of all exports of education related travel. For trade in education related travel China, People's Republic of ranked 1 of 140 for highest export value.[1] According to data from Stat NZ, 7.9k Chinese students holding visitor visas came to New Zealand for short-term programmes or study tours - the majority visiting during China’s school holidays in July.[2]

The agents visited St Mark’s School in Wellington, meeting with Erica Harrison, the Acting Principal, and her team.

The agents met with 15 schools across the three cities, including a mix of private, state-integrated, and single-sex schools. The journey began in Wellington with a warm welcome at Rāroa Normal Intermediate, where the group received a traditional mihi whakatau — a first-time experience for many.

Deputy Principal Dave Gillies said it was a great opportunity to showcase the school’s experiential learning focus.

“We’re excited about developing professional relationships with the agents and the opportunities that will grow from this visit,” he said.

Students from Chisnallwood Intermediate School perform a haka to welcome the group to the school.

In the South Island, the group explored a range of school offerings and regional initiatives.

In Blenheim, agents gained insights into the unique characteristics of state-integrated education at Richmond View School, Marlborough Boys' College, and Marlborough Girls' College. 

In Methven, Mt Hutt College showcased its tailored short-term programme, featuring sustainability-focused tourism at Ōpuke Thermal Pools and hands-on alpine and agricultural experiences – a creative integration of local resources into learning.

The famil concluded in Christchurch, where SIEBA and Christchurch Educated gave overviews of the New Zealand school system and introduced how their initiatives support the growth of international education across the sector.

ENZ Regional Director of Greater China, Dr Ron Xavier, said study tours are a growing area of interest among Chinese agents.

“This famil gave a genuine sense of what New Zealand schools can offer — from cultural experiences to hands-on learning — and helped connect agents with educators who are eager to host students,” he said.

ENZ and TNZ plan to work closely with participating partners to develop new study tours across different regions for 2026, helping raise awareness of New Zealand as an education destination for Chinese students.

SIEBA Executive Director, John van der Zwan, is looking forward to experiencing the benefits of the study tour famil. 

“Study tours have significant potential, we look forward to the outcomes of this famil increasing the exposure of New Zealand’s regional schools in the China market, he said.

 

Paddling a waka on the Avon River. Beyond education, the famil also highlighted New Zealand’s unique culture and natural beauty. From visiting Te Papa and Wētā Workshop to paddling a waka on the Avon River in Ōtautahi Christchurch, agents experienced the blend of tradition and innovation that makes New Zealand a compelling destination.

[2] https://tourismnewzealand.com/insights/tourism-data/

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