Thai Agents Visit New Zealand
Four education agents from Thailand are visiting New Zealand for twelve days in July/August as guests of Education New
Zealand. During their time here they will be visiting educational institutions from Whangarei to Invercargill.
This visit will allow the participating institutions to form a close working relationship with the agents, and allow the
agents to see first hand the quality of education and pastoral care that their clients can expect if they choose to come
to New Zealand for their education.
Thailand is an important market for New Zealand educators. The industry realises that diversification and the
development of new markets is vital to the future of international education, and years of solid work have led to
Thailand becoming our 4th largest market by student numbers, with over 3400 coming to NZ to study in 2002.
2003 has proven a challenging year for international education. Changing market conditions, SARS, the strengthening
dollar and fierce competition from other countries have all had an impact on the industry. In response, New Zealand
continues to improve its services and compete strongly for students. This visit is part of a comprehensive series by
agents from many of New Zealand’s key education markets during 2003. These visits are all part of the joint Education
New Zealand/New Zealand Trade & Enterprise ‘Five Steps Forward’ strategy that promotes New Zealand globally as an education destination.
What? Thai education agents visit to New Zealand When? July 27th – August 8th Who? Four
agents will be coming to NZ. They will be escorted by Education New Zealand staff whilst here. Where?
The agents will be visiting institutions in the following regions:
Northland Auckland Waikato Tauranga Hawkes Bay Wellington
Christchurch Invercargill
Education New Zealand are happy to facilitate interviews with the visiting agents and with participating institutions at
your request.
Education New Zealand Market Brief
Thailand
Thailand has been a strong and consistent market for New Zealand. In 2002, 3414 Thai students chose NZ educators making
Thailand our 4th largest market by student numbers. These figures represent a significant increase on the year before,
and indeed Thai student numbers have been increasing steadily over the last 5 years. However, interim figures in for
2003 suggest that the Thai market is flattening out. It is too early to tell if this is a temporary phenomenon or
indicative of longer term market changes.
New Zealand values this market and takes it very seriously. The joint Education New Zealand and Trade New Zealand ‘Five
Steps Forward’ marketing strategy has a range of activities in place to help our institutions in the Thai market this
year. The recently completed June Fair series was very successful, with over 40 institutions attending the main Bangkok
event. Reports back suggest that although attendance numbers were down slightly, those prospective students who did
attend were much more committed towards pursuing an education in New Zealand over other countries.
The Thai market is quite broad based. The English Language sector has the biggest number of Thai students, but
significant numbers are also choosing secondary school. Thai students are also well represented in the tertiary sector,
but the biggest numbers will continue to found at language and secondary schools throughout the country.
Recent initiatives such as compulsory registration for all providers and compliance with the Code of Practice for
Pastoral Care will further cement New Zealand’s standing as an excellent destination for Thai students. As in many Asian
markets, education agents are a strong and important link between students and institutions.
New Zealand faces strong competition in the Thai market. The USA and Australia in particular are seen as good
destinations by Thai students, and Australia has posted good growth rates. The USA has long been the destination of
choice for many Thai students, but there are signs that their market growth is tapering off as students seek alternative
destinations. Another more recent competitive trend is the development of international education in countries such as
Singapore and Malaysia, who benefit from proximity. The rise in the value of the New Zealand dollar also has an impact
in the marketplace.
The Thai education market is currently worth nearly $60million to the New Zealand economy, and forms an important part
of the diversification strategy that New Zealand education providers are pursuing.