New Zealand has committed NZ$40 million to market its international education industry in “key markets” such as China, India and southeast Asia, Tertiary Education, Skill and Employment Minister Steven Joyce announced this week.
The multi-million dollar campaign will focus on intensifying international recruitment, scholarships to foreign students and supporting the country’s education providers abroad.
“This $40 million investment through the government’s new Education New Zealand Crown agency will continue to strengthen New Zealand education’s presence in key markets such as China, India, South-east Asia, and South America, and will attract more international students to study in New Zealand,” said Joyce.
“This $40 million investment will continue to strengthen New Zealand education’s presence”
Last year almost 100,000 foreign students were enrolled at one of New Zealand’s eight universities contributing NZ$2 billion to the economy and supporting 32,000 jobs. An addiitonal 3,000 students were enrolled in off-shore institutions.
The funding will be invested over the next four years as the country works to double the value of international education to NZ$5 billion by 2025.
“This boost in funding will enable our education industry to continue to market New Zealand as an education destination that has world-class institutions, outstanding teaching and research staff, and qualifications that are valued and transferable throughout the world,” said Joyce.
According to a spokesperson for Joyce, marketing will concentrate on promoting New Zealand in Asia where awareness is low.
Investment will go toward broadening student recruitment in existing and developing markets, increase support for international education providers and businesses, enhance education services abroad and boost enrolments through scholarships.
Joyce added that international education’s people-to-people links ultimately benefit the country more than its income.
“Former international students are often employed overseas for New Zealand companies, and international students are great advocates and ambassadors for New Zealand in their home countries.
“Our high-quality education sector, together with the lifestyle experience that New Zealand provides for international students, is a combination few other countries can match,” he said.
The funding follows several measures the government has taken to attract foreign students since rebranding Education New Zealand in 2011 including streamlining visa processing, launching an informational study-work website and a factual television series to be promote credentials in China.
