New Zealand hits study destination target a decade early

The Global Brand Health and Awareness Survey found that 22% of prospective international students now place New Zealand among their top three destinations, reaching a target set out for 2034 in the government’s international education Going for Growth Plan.

The findings point to a growing student preference for New Zealand, supporting continued recovery and growth in the international education sector. The country is ambitious with its plans to become an increasingly popular destination

The survey moves beyond the traditional ‘big four’ markets – the United States, United Kingdom, Australia and Canada – that have long dominated global higher education. By casting the net across 11 study markets worldwide, it offers a clearer picture of where New Zealand stands against its competitors.

Recognition of New Zealand as a study destination stands high at 79% across key source markets, in line with leading European and Asian destinations.

ENZ acting chief executive Linda Sissons said the figures signal a shift in how prospective international students view the country as a study destination.

“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.

What’s particularly encouraging is seeing more students now move beyond awareness to actively considering and showing a preference for study in New ZealandLinda Sissons, ENZ

“What matters most is preference – a strong signal of intent – and we are seeing that grow across a wider range of markets,” she added.

Separate data from ENZ shows that in the 2024 calendar year there were 83,425 international students enrolled 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 students enrolled with New Zealand education providers, a 14% increase compared to the same period in 2024, and already surpassing last year’s full-year total.

ENZ said the new findings will inform its 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.