The Role of Education Agents in Promoting the U.S. as a Study Destination
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New Zealand hosted over 69,000 international students in 2023, marking an increase of 67% from 2022, and highlighting the growing interest in New Zealand as a study destination. The positive sentiment among international students is evidenced by Education New Zealand Manapou ki te Ao (ENZ)’s International Student Experience Survey, wherein over 86% of the 6,431 students surveyed rated their study experience positively.
As an education agent guiding students and their families on study destinations, it is important to understand the factors that set New Zealand apart. Following our first article, which discussed New Zealand’s overall approach to education, this second piece delves into how the country’s societal values, diversity, and quality of life contribute to a holistic and enriching experience for international students. These insights aim to provide you with the knowledge necessary to support students in making well-informed decisions.
New Zealand’s diversity is one of its greatest assets, providing a rich, inclusive environment for international students from around the globe. According to the 2023 census, 67.8% of New Zealand’s population identifies as European or Pākehā, 17.8% as Māori, 8.9% as Pasifika, 17.3% as Asian, and 3% as belonging to other backgrounds, including Middle Eastern, Latin American, and African. Additionally, over a quarter of New Zealand’s residents were born overseas, allowing students to engage with multiple cultures while studying in the country.
New Zealand’s educational institutions reflect this diversity by fostering an inclusive environment that encourages collaboration and mutual understanding among students from different backgrounds. This enhances their global perspectives and prepares them for an interconnected world.
Michael Zhang, Regional Director, Greater China, ENZ, describes studying in New Zealand as akin to attending a “mini UN.” He explains, “You meet people from all over the world, and this diversity fosters inclusiveness. It exposes students to various cultures, teaching them to be more understanding and inclusive.”
Central to New Zealand’s societal values is the Māori concept of manaakitanga, which emphasises hospitality, kindness, generosity, care, respect, and support for others. This principle guides New Zealanders in their interactions with international students, ensuring they are met with support throughout their journey, from the application process to arrival and orientation.
ENZ’s 2024 International Student Experience Survey shows the impact of these values, with 90% of students reporting positive experiences with the people they met during their time in the country.
Jugnu Roy, Director of Engagement East Asia and India at ENZ, emphasises the importance of this environment. “Students often use ‘friendly’ to describe New Zealand. It’s remarkable how important this quality is for young students adjusting to life here among supportive and cheerful people.”
Student well-being and support are important to New Zealand’s International Education Strategy. Image source: Education New Zealand
Recognising that student success goes beyond academic achievement, New Zealand was one of the first countries to adopt a code of practice for the care of international students. Under the Education (Pastoral Care of Tertiary and International Learners) Code of Practice 2021, which is overseen by the New Zealand Qualifications Authority (NZQA), schools with international students and tertiary providers must take a proactive approach to well-being and safety, and respond to the diverse needs of learners.
Examples of this include providing age-appropriate information during orientation and in student handbooks, having processes in place to identify learners who are at risk of not completing their studies, or engaging with learners to support healthy social connections and cultural identity. Sahinde Pala, General Manager, Sector Services, ENZ, highlights, “Our diverse population means many community groups are available to support students, and education providers are well-connected with them. Every institution offers an orientation program to help students understand the support available to them.”
The International Student Wellbeing Strategy, a key component of New Zealand’s International Education Strategy, ensures that international students feel welcome, safe, and supported throughout their stay. ENZ’s online community resource, NauMai NZ, helps students learn about Aotearoa New Zealand, find the information and advice they need, as well as connect with and explore their new home away from home.
Initiatives such as the Tū Ngātahi programme, which means “stand together” in te Reo Māori, further demonstrate the country’s dedication to creating a welcoming environment for international students. Introduced during COVID-19, it emphasises collaboration between education providers, student associations, and community groups, reinforcing a strong sense of belonging for international students.
Safety and transparency are among the defining qualities that make New Zealand a preferred study destination. Ranked third globally for transparency, accountability, and integrity by the Corruption Perceptions Index 2023, and 13th out of 167 countries for overall prosperity and well-being by the Legatum Prosperity Index 2023, New Zealand offers a secure environment where international students can focus on their studies and personal growth without undue concerns about safety or bureaucratic obstacles.
This commitment to safety and security is reflected in practical measures, such as police outreach programmes specifically designed for international students, which help them understand their rights and where to seek help if needed.
New Zealand’s universities are ranked number 1 for sustainability stewardship. Image source: Education New Zealand
A key aspect of New Zealand’s education and culture is its commitment to sustainability. Rooted in the Māori concept of kaitiakitanga, which embodies the guardianship of the environment, resources and people, it ensures sustainability in areas such as conservation, economic, and social development. This perspective provides students with a broader understanding of global citizenship, and institutions offer lessons in sustainability and community that are highly relevant in today’s world.
New Zealand’s universities are globally recognised for their commitment to sustainability, with all eight institutions ranked among the top 350 in the 2024 QS World University Rankings in this area. According to the 2024 Times Higher Education Impact Rankings, New Zealand universities rank number 1 for sustainability stewardship and number 2 for sustainability outreach, further reinforcing the country’s commitment.
Remaining abreast of the latest developments within New Zealand is a critical skill that delineates successful agents. ENZ offers several tools to help agents and counsellors provide the best guidance to students:
New Zealand is more than just a place to study – it is a destination that offers students a transformative experience, combining academic excellence with personal growth in a safe, inclusive, and supportive environment. As an education agent, by equipping yourself with these insights and tools you’ll be better positioned to guide students in choosing a study path that aligns with their aspirations for a globally relevant and meaningful education.
