A recent Global Brand Health and Awareness Survey found that 22% of prospective international students now rank New Zealand among their top three study destinations.
That puts the country on track with a goal set for 2034 in the government’s International Education Going for Growth Plan, almost a decade ahead of schedule.
Education New Zealand acting chief executive Dr Linda Sissons said the findings suggest New Zealand is increasingly being taken seriously as a study destination, not just recognised in passing.
“What matters most is preference – a strong signal of intent – and we are seeing that grow across a wider range of markets.”
The survey goes beyond the traditional “Big Four” markets—the United States, the United Kingdom, Australia, and Canada—expanding its focus to 11 key global study destinations. This broader scope provides a clearer view of where New Zealand stands in a more competitive international landscape.
Across these markets, New Zealand is becoming a more popular choice, especially in its priority regions. This points to a more balanced and resilient approach to growing international student numbers.
Awareness of New Zealand as a study destination is strong, sitting at 79% across key source markets. That places it on a similar level to some of the leading destinations in Europe and Asia.
Sissons said that while awareness is a good starting point, preference is a much stronger indicator of real student interest and intent.
“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 findings will help guide Education New Zealand’s market planning and investment decisions for 2026–27.