New Zealand has emerged as one of the top three preferred study destinations for international students, with 22% of prospective applicants now ranking it among their top choices, according to new survey by Education New Zealand. The findings meet a national target set for 2034 nearly a decade ahead of schedule.
Preference rises across global markets
According to the Global Brand Health and Awareness Survey by Education New Zealand Manapou ki te Ao, the country is gaining stronger preference among students across 11 global study markets. These include traditional destinations such as the United States, United Kingdom, Australia and Canada, along with newer regions tracked in the survey.
New Zealand stands at 79% as a study destination across key source markets, placing it on par with leading destinations in Europe and Asia, as per the report.
ENZ Acting Chief Executive Dr Linda Sissons said, “This research shows New Zealand is firmly positioned alongside established global study destinations.”
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She added, “What matters most is preference – a strong signal of intent – and we are seeing that grow across a wider range of markets.”
Shift from awareness to intent
According to the report, there is a shift from general awareness to active consideration among students.
“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,” Dr Sissons said.
The agency said its focus remains on promoting high-quality education, student experience and graduate outcomes to attract international applicants.
The findings build on growth in international student enrolments recorded in 2025 and will guide planning and investment decisions for 2026–27.
Preference rises across global markets
According to the Global Brand Health and Awareness Survey by Education New Zealand Manapou ki te Ao, the country is gaining stronger preference among students across 11 global study markets. These include traditional destinations such as the United States, United Kingdom, Australia and Canada, along with newer regions tracked in the survey.New Zealand stands at 79% as a study destination across key source markets, placing it on par with leading destinations in Europe and Asia, as per the report.
ENZ Acting Chief Executive Dr Linda Sissons said, “This research shows New Zealand is firmly positioned alongside established global study destinations.”
(Join our ETNRI WhatsApp channel for all the latest updates)
She added, “What matters most is preference – a strong signal of intent – and we are seeing that grow across a wider range of markets.”
Shift from awareness to intent
According to the report, there is a shift from general awareness to active consideration among students.“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,” Dr Sissons said.
The agency said its focus remains on promoting high-quality education, student experience and graduate outcomes to attract international applicants.
The findings build on growth in international student enrolments recorded in 2025 and will guide planning and investment decisions for 2026–27.
