The Worldwide Brand Name Health and Awareness Study discovered that 22%of potential global students now place New Zealand amongst their top three destinations, reaching a target set out for 2034 in the government’s worldwide education Choosing Development Strategy.
The findings point to a growing trainee preference for New Zealand, supporting continued healing and growth in the international education sector. The country is enthusiastic with its plans to become a progressively popular destination
The survey moves beyond the standard ‘big 4’ markets– the United States, UK, Australia and Canada– that have actually long dominated international higher education. By casting the net throughout 11 study markets worldwide, it provides a clearer image of where New Zealand stands versus its rivals.
Recognition of New Zealand as a research study location stands high at 79% across key source markets, in line with leading European and Asian destinations.
ENZ acting chief executive Linda Sissons stated the figures signal a shift in how potential international trainees view the nation as a research study destination.
“Awareness of New Zealand has been consistently strong. What’s especially encouraging is seeing more trainees now move beyond awareness to actively thinking about and showing a choice for study in New Zealand,” she stated.
What’s especially encouraging is seeing more trainees now move beyond awareness to actively thinking about and revealing a choice for study in New Zealand
Linda Sissons, ENZ
“What matters most is choice– a strong signal of intent– and we are seeing that grow across a wider series of markets,” she included.
Separate information from ENZ reveals that in the 2024 fiscal year there were 83,425 international trainees registered to study in New Zealand, representing a 21% boost compared to the 2023 fiscal year (69,140).
From January to August 2025, 83,535 global students registered with New Zealand education service providers, a 14% increase compared to the same duration in 2024, and already surpassing in 2015’s full-year overall.
ENZ stated the new findings will inform its 2026/27 market planning and financial investment choices.
The full 2025 Global Brand Health and Awareness Survey will be published on ENZ’s IntelliLab, alongside market‑specific insights and a sector instruction.