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Viet Nam Market Insights: Opportunities and Challenges for New Zealand's PTEs and ELS Providers
On 29 August, Education New Zealand Manapou ki te Ao (ENZ) held an Insights Accelerator session for representatives from Private Training Establishments (PTEs) and English Language Schools (ELS) across New Zealand. ENZ’s Market Manager - Viet Nam, Van Banh, delivered a presentation that outlined Viet Nam’s current market trends, barriers to student recruitment, and essential tips for providers aiming to strengthen their presence in this dynamic country.
The session had 30 representatives from 20 PTEs attending, demonstrating how New Zealand education providers are recognising the opportunities for growth given the country’s expanding economy and growing middle class. As Van noted " Viet Nam offers significant growth opportunities, but success will require a tailored approach that addresses both the evolving demands of Vietnamese students and the competitive landscape."
The demand for English language skills is particularly high in business, technology, and education, as Vietnam continues its global integration. This makes New Zealand's high-quality ELS programmes attractive.
For PTEs, the country's growing economy requires a workforce with practical, vocational skills, which New Zealand’s providers are well-positioned to offer. Many PTEs and ELS institutions provide pathway programmes that help students transition into higher education or industries with globally recognised qualifications, Vietnamese students are attracted to New Zealand programmes that enhance employability both in Viet Nam and internationally.
Van added that despite these opportunities, there are some challenges.
“Tough competition from other study destinations and the changing preferences of Vietnamese students—away from traditional English and vocational courses—will require providers to adapt and innovate. The country's rapid development and young population present long-term growth potential, but strategic planning and market responsiveness will be key,” said Van.
The slides from the Accelerator Session can be found here. You can also watch a recording of the session here - https://youtu.be/KQE22JV1t2w
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Around the world in five
Australia
The latest Agent Perception Survey from Navitas has demonstrated the impact of policy changes in Australia and Canada on demand and how the countries are viewed, and also shows that students are casting the net wider for higher education options and that demand for alternative destinations is growing.
India
Future of overseas education is set for major transformative shifts, driven by advancements in AI and immersive technologies. AI-led Virtual Reality tours are just one aspect that is set to revolutionise student exploration of overseas campuses.
South Korea
At the same time as leading Western destinations – e.g., Australia, Canada, the Netherlands, the United Kingdom – are applying brakes to slow or reverse the expansion of their foreign enrolment, several Asian destinations are doing the opposite: pursuing policies to boost international enrolments to record-high levels. Japan, Malaysia, Taiwan, and South Korea have all set ambitious new international enrolment targets.
United Kingdom
The UK government is considering replacing the Secure English Language Test (SELT) with a Home Office-owned testing model as part of an overhaul of the language requirement for student visas.
United States
International applications to US institutions continued to grow in 2024/25, though at a slower pace than in previous years, a new survey published in August 2024 has revealed.
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NZ Education Fair in Bangkok sets record for provider attendance
‘Tis the Season for international education events in Thailand and the increasing numbers of providers and agents is testament to the popularity of New Zealand as a study destination amongst Thai students. The series of events held from 30 August to 2 September included an agent seminar, the Bangkok Education Fair and then mini fairs held in Chiang Mai and Chonburi.
The agent seminar was attended by 108 education agents from 79 companies, including a significant number of new agents. Education New Zealand Manapou ki te Ao’s (ENZ) Thailand Team delivered a presentation that covered insights into New Zealand’s brand health as a study destination and the current landscape of the Thai student market. Updates were well received, with feedback indicating that the majority of attendees were either satisfied or extremely satisfied with the content and the networking opportunities provided. This positive response underscores the value of agent engagement in Thailand.
Agent one one-on-one meetings with Avondale College.
The Bangkok Education Fair, held on 31 August, saw the largest number of education providers in attendance in ENZ’s history. ENZ’s Market Manager for Thailand, Chortip Pramoolpol said that there were 79 representatives from 60 institutions, including all eight New Zealand universities, 44 schools, vocational institutions, private training establishments, and English language providers.
“The fair attracted 1,460 visitors, offering students and parents an excellent opportunity to connect directly with education providers.
“Prospective students and their families engaged in one-on-one discussions about New Zealand’s academic programs, student life, and pathways to success. The event garnered positive feedback, with 84% of surveyed sector representatives reporting satisfaction or extreme satisfaction with the fair,” said Chortip.
Prospective students talk to Nicki Sephenson about study opportunities at Mountain View High School in Timaru.
At the opening ceremony, New Zealand Ambassador Jonathan Kings presented the Alumni Hall of Fame Awards. These annual awards honour alumni who have achieved notable professional success, gained significant social recognition, and positively contributed to promoting New Zealand as a premier study destination.
New Zealand Ambassador Jonathan King (centre) and the former Interior Minister of Thailand, Purachai Piumsomboon (centre right) with ENZ‘s Jaruwan Pongiaruwat (second from left) and Chortip Pramoolpol (second from right). They are pictured with the Alumni Hall of Fame awardees and KOLs.
ENZ also organised a special seminar featuring three distinguished guests. Purachai Piumsomboon, the former Interior Minister of Thailand, spoke about his experience sending all three of his children to study in New Zealand from primary school through university. Additionally, Peterpan and Lilly Nichapalak, two influential figures with nearly one million followers, shared their personal stories about how studying at New Zealand high schools positively transformed their lives.
In the lead-up to the Bangkok fair, ENZ organised a series of events aimed at expanding outreach to Thai students. From August 27 to 29, ENZ conducted a school roadshow across six schools in Chonburi, delivering information sessions about studying in New Zealand. A notable highlight of the roadshow was a simulated classroom experience hosted by a New Zealand school, allowing Thai students to get a taste of the New Zealand education system firsthand.
Dr. Jane Berry from Avondale College demonstrated NZ simulated classroom for Thai students to easily understand the interactive Periodic Table.
Following the main fair, a mini fair was held on 1 September in Chiang Mai and Chonburi offering another chance for prospective students and parents to interact with New Zealand education providers. The event series concluded with a final visit to two more schools on September 2, also in Chonburi and Chiang Mai. These additional events emphasised ENZ’s commitment to engaging with students beyond the main fair, fostering strong ties with schools, agents, and prospective students in the surrounding Bangkok region.
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Discount for AIEC 2024 Melbourne – E-News special!
AIEC 2024 are offering New Zealand delegates a special rate for their upcoming conference in Melbourne from 22 to 25 October. This year’s theme, ‘the human element’, invites educators, researchers, policymakers and thought leaders to explore the multifaceted dimensions of human interactions across the international education landscape in this rapidly evolving digital era.
In amongst an action-packed programme, there are several New Zealand speakers presenting this year on topics relevant to New Zealand delegates that include:
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Brett Berquist from the University of Canterbury will speak in the session on: Diversifying Asian student cohorts: navigating constraints and maximising opportunities
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Hayley Shields from Edified NZ will be presenting in the session on: Expectations versus reality: insights into the international student journey
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Catherine Dunphy, Martin Hookham-Simms, from the University of Auckland, and Hayley Shields, Edified NZ are speaking in the session on: Designing an internationalisation framework through Indigenous values
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Monique van Veen and Elizabeth Zou, from the University of Canterbury will speak about: Engaging with the next generation: surprised and inspired by them
Anyone registering by the 30th of September will lock in the early bird rate (a saving of $150 off the standard rate).
Use code ENZ150@AIEC24 at the checkout to receive the rate. This is limited to the first 50 registrants and is applicable to Non-Client/Member Standard rate only.
Find out more, including the full programme of keynotes, workshops, sessions, plus social events and exhibition activations on AIEC's event website here - Australian International Education Conference | AIEC (idp.com)
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Sector support needed for the 2024 International Student Expenditure Survey
Education New Zealand Manapou ki te Ao (ENZ) will soon be collecting data for the next International Student Expenditure Survey and is seeking sector support to ensure it gains an accurate picture of international students' expenditure while they study in New Zealand.
This survey is important to the future of New Zealand’s international education sector as it enables us to tell the story of the value to New Zealand, to each sector and to each region. It gathers information on international student travel (including visiting friends and family) and spending from a national survey of student expenditure.
The last survey was undertaken in 2018 and over 5000 responses were received. Since then, that data has since been put to multiple uses, including informing the quarterly Statistics NZ Education Trade Services number as well as a range of other student and regional valuations.
ENZ’s Director of Insights, Marie Clark, ran an information session on the upcoming survey last week. The session covered:
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Why the survey is important, including other options we have explored
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An overview of what is being collected.
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The quality assurance processes
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Who’s involved with the work
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An overview of the survey
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The outputs that are proposed
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What’s involved for providers and students
If you missed it, you can watch a recording of the session here.
More information will be sent directly to providers soon with details on how the sector can help share the survey amongst students. The more responses we get, the more accurate the results will be and therefore will provide greater insights for education providers, the regions, and the various subsectors.
If you have any questions in the meantime, please reach out to insights@enz.govt.nz.
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Does it matter if New Zealand wasn’t a student’s #1 choice? Join the Insights and Student Experience teams and find out!
In this session, Director of Insights, Marie Clark, Insights Analyst, Dr Tom Vardy, and Student Experience Manager, Ross Crosson, will give an overview of the key findings of the survey and will also exclusively preview our deep dive into the questions on decision making and country choice. Answering the question: Does it matter if New Zealand wasn’t an international student’s first choice?
In the 2024 International Student Experience Survey, students lifted their positive rating of their experience to 86 percent, two percent higher than the previous year. In addition, the number of students who rated their experience as “excellent” lifted eight percent to 41 percent. ENZ’s media release which includes links to the report and data sets can be found on our website - Rise in international students rating New Zealand experience positively.
As many education providers are looking to take advantage of new opportunities, this webinar is an important first chance to identify what additional support for international students may be required for the 2025 academic year.
Click this link to join the session: Student Experience Webinar | Tuesday 24 September 11am to 12pm.
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NZ-GRADS scholars come together at annual science meeting
The NZ-GRADS programme awards scholarships to students from developing countries who are passionate about researching topics related to greenhouse gas emissions from agriculture systems, primarily livestock. The scholarship programme is funded by MPI and managed by Education New Zealand Manapou ki te Ao (ENZ).
The seven scholars were supported to travel to Wellington by MPI, while ENZ organized the travel and scholar engagement for the day. This event not only allowed scholars the opportunity to hear cutting-edge research relevant to their own fields, but to also to connect with each other, and fellow scholars and researchers. The scholars are currently studying towards their PhDs across the motu at the University of Auckland, Massey University, the University of Waikato, the University of Otago and Lincoln University.
ENZ Director Scholarships Carla Rey Vesquez said getting the scholars together in-person enabled lively discussion between the scholars and attendees.
“I was delighted to witness the excitement and ideas emerging from the conversations. The NZ GRADS scholars are a vibrant group of people dedicated to creating a greener future both in New Zealand and back home.
“Attending in-person was critical in cementing their understandings of research in their own fields and the wider science community in New Zealand,” she added.
The event was very well received by scholars, with Kirill Bogdanov commenting “this was an excellent experience to be around people who support science and especially listen to the questions they asked - it is valuable to know what the investors expect from your research.”
“New Zealand is giving me a marvellous opportunity to perform high-quality research, communicate with interesting people, and be on my own adventure in a land far, far away,” he added.
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From the CE: Ki te Ao - To the World
Tēnā koutou katoa
This will be my last column as Acting Chief Executive, as later this month I will be handing over to Amanda Malu, ENZ’s incoming Chief Executive.
It has been a privilege to lead ENZ since November 2023. Over the past eleven months I have had the pleasure of connecting with the sector and New Zealand Inc colleagues to advance New Zealand’s international education offerings to the world. I have also deeply valued being part of the ENZ team – I have been awed by the commitment everyone has to international education.
It has been inspiring to be part of New Zealand Inc’s commitment to double the value of our exports in the next decade. We are working alongside our major export agencies, and collectively working to find solutions.
The Government has also signalled increased focus on Southeast Asia as a key market for New Zealand. Recently I was pleased to join our Minister, Hon Penny Simmonds, when she held bilateral meetings with senior delegations from the Philippines and Viet Nam.
Some of the highlights during my time at the helm have included interacting with scholars at the first ever Manaaki New Zealand Scholarship Conference in May, attending the New Zealand – China Education Forum with China’s Minister of Education His Excellency Dr Huai Jinpeng in June, and receiving the President of India, Honorable Smt. Droupadi Murmu, at our New Zealand International Education Conference (NZIEC) KI TUA in August. It has been wonderful to witness first-hand the transformative power of international education.
I would like to acknowledge and thank everyone in the sector who work so hard to grow international education and its value to New Zealand. As I return to the Board, I am very much looking forward to seeing the sector continue to flourish.
Kei ōu ringaringa te ao.
The world is yours.
Dr Linda Sissons
Acting Chief Executive
Education New Zealand Manapou ki te Ao - International photo round-up
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ENZ staffing changes in Washington, D.C
On Friday 27 September Amy Rutherford, our Regional Director – Americas, the Middle East, and Europe and Counsellor (Education), will be finishing after eleven and a half years at ENZ.
Amy started at ENZ in 2013 as an International Market Manager for China. She has been in Washington, D.C. since 2018, having been in Los Angeles prior to that as ENZ’s Director of Education, North America. Prior to working for ENZ, Amy studied in the United States as an undergraduate student and worked for the University of Otago in the North American and European markets, as well as the New Zealand Resident Director for a US study abroad provider, the Institute for Study Abroad (IFSA).
“As a colleague of Amy’s in the International team, I’ve greatly appreciated Amy’s knowledge and expertise and I know she has built of wide network of trusted colleagues across New Zealand’s international education sector,” Acting General Manager Ben Burrowes said.
Ben added, “on behalf of ENZ, it is my privilege to congratulate Amy on an outstanding tenure at our organisation and we wish her well for the next step in her professional career”.
ENZ’s Regional Director - Americas, Middle East and Europe, Amy Rutherford (centre) will be finishing with ENZ on Friday 27 September. Associate Director of Engagement – North America, Natalie Lulia (left), will be acting in the role from Monday 30 November.
We are delighted that Natalie Lulia, currently Associate Director of Engagement – North America, will step into the role of Acting Regional Director - Americas, Middle East and Europe on Monday 30 September.
"Natalie has been a fantastic addition to ENZ and steps into the role at a particularly important time as we implement our 2024 – 2027 business strategy,” Mr Burrowes said.
Natalie first joined ENZ in October 2023. Prior to ENZ, she was Director – Māori for the Centres of Asia-Pacific Excellence (CAPE) and Strategic Advisor, International Indigenous Development at Te Whare Wānanga o Waikato - University of Waikato. There, she led a team passionate about Māori business capability, Global Citizenship Education and raising awareness to establish meaningful relationships in the Asia-Pacific, particularly with indigenous communities.
