The Global Brand Health and Awareness Survey found that 22%of prospective international students now place New Zealand amongst their leading three destinations, reaching a target set out for 2034 in the federal government’s global education Opting for Development Plan.
The findings indicate a growing trainee preference for New Zealand, supporting continued healing and growth in the international education sector. The nation is enthusiastic with its plans to become a progressively popular destination
The survey moves beyond the conventional ‘huge 4’ markets– the United States, UK, Australia and Canada– that have long controlled global higher education. By casting the net throughout 11 research study markets worldwide, it offers a clearer image of where New Zealand stands versus its rivals.
Recognition of New Zealand as a study location stands high at 79% throughout crucial source markets, in line with leading European and Asian destinations.
ENZ acting president Linda Sissons said the figures signal a shift in how prospective international trainees see the nation as a research study location.
“Awareness of New Zealand has actually been consistently strong. What’s especially motivating is seeing more trainees now move beyond awareness to actively considering and revealing a preference for research study in New Zealand,” she said.
What’s particularly encouraging is seeing more trainees now move beyond awareness to actively thinking about and showing a preference for study in New Zealand
Linda Sissons, ENZ
“What matters most is preference– a strong signal of intent– and we are seeing that grow throughout a broader range of markets,” she added.
Different information from ENZ shows that in the 2024 calendar year there were 83,425 worldwide trainees registered to study in New Zealand, representing a 21% increase compared to the 2023 calendar year (69,140).
From January to August 2025, 83,535 international trainees registered with New Zealand education providers, a 14% increase compared to the very same period in 2024, and currently surpassing last year’s full-year overall.
ENZ said the brand-new findings will inform its 2026/27 market preparation and financial investment decisions.
The complete 2025 International Brand name Health and Awareness Study will be released on ENZ’s IntelliLab, along with market‑specific insights and a sector briefing.