Sep 30, 2024
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New Zealand has outlined an ambitious plan to double the value of its international education sector to NZD4.4 billion by 2027, up from the estimated NZD2.2 billion in 2023. This goal aims to significantly boost the country’s economy by increasing and diversifying the number of international students who come to study in New Zealand's educational institutions.
Education New Zealand (ENZ), the government agency responsible for promoting New Zealand's education sector abroad, is spearheading this initiative. Their strategy includes increased investment in key growth markets such as India, Vietnam, and the Philippines. Additionally, specific market segments within Japan and Thailand are being targeted to raise awareness and attract more students to New Zealand. The plan also emphasizes maintaining strong ties with traditional markets like China and India.
A recent survey conducted among 6,431 international students in New Zealand revealed high levels of satisfaction, with 86% rating their experience positively. This marks a 2% increase from the previous year, with 41% students reporting an ‘excellent’ experience—a notable 8% rise as compared to 2023. Students particularly appreciated the connections they made with people in New Zealand, along with the quality of education, orientation processes, and living conditions.
New Zealand’s new brand and marketing strategy highlights the country’s global strengths in key sectors, such as agri-food systems, aerospace technology, and renewable energy. ENZ’s approach involves aligning international demand with areas where New Zealand has a competitive advantage, aiming to attract students interested in these specialized fields.
While exploring the list of universities in New Zealand that rank in the world’s top 3%, it becomes clear that this strategy has boosted their reputation, positioning them as leaders in these innovative disciplines.
ENZ is also exploring new marketing tools to enhance its outreach efforts. This includes launching a mixed reality tool that offers prospective students an immersive experience of studying in New Zealand, particularly focusing on opportunities within the food production value chain. The agency plans to pilot these new marketing resources in China and South Asia, with the goal of driving international student interest in New Zealand institutions.
As New Zealand strives to reach its NZD4.4 billion target, the country is poised to strengthen its position as a leading destination for international students, offering a unique combination of world-class education and innovative industry expertise.
So, we as international student agents can support New Zealand in achieving this target by boosting the student recruitment numbers in New Zealand Universities.