New research from Education New Zealand Manapou ki te Ao (ENZ) has revealed 22% of prospective international students now rank Aotearoa in their top three study destinations.
ENZ Acting Chief Executive, Dr Linda Sissons said the findings show New Zealand is increasingly being seriously considered, not just recognised.
“This research shows New Zealand is firmly positioned alongside established global study destinations,” Dr Sissons said.
“What matters most is preference – a strong signal of intent – and we are seeing that grow across a wider range of markets.”
The Global Brand Health and Awareness Survey expands brand tracking beyond the traditional ‘Big Four’ source markets, including the United States, United Kingdom, Australia and Canada to a broader group of 11 global study markets, offering a clearer picture of New Zealand’s competitive position.
Awareness of New Zealand as a study destination is high at 79% across key source markets, on par with leading European and Asian destinations, the survey found.
Dr Sissons said while awareness is an important foundation, preference is a stronger signal of genuine student intent.
“Awareness of New Zealand has been consistently strong. What’s particularly encouraging is seeing more students now move beyond awareness to actively considering and showing a preference for study in New Zealand,” she said.
The latest survey findings, which build on strong growth in New Zealand’s international student enrolments in 2025, excellent student experience results and strong public support for international education, will also inform ENZ’s 2026-27 market planning and investment decisions.
The full 2025 Global Brand Health and Awareness Survey will be published on ENZ’s IntelliLab, alongside market‑specific insights and a sector briefing.
