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Market Brief: Brazil

Market Brief: Brazil

March 2003 Brazil is New Zealand’s tenth largest market for international students, with 1130 students coming here to study last year. The Brazilian economy remains a challenge, but the potential of the market has made it a high priority for the industry. These efforts are being rewarded, and over the last 5 years, the number of Brazilian students has increased from about 150 to the present level.

The vast majority of Brazilian students come here to learn English, with most being enrolled in private English Language institutions, although an increasing number are also attending secondary schools. Many Brazilian students enjoy the opportunity to spend six months to a year in a different culture. Interestingly, Brazilian students prefer to be exposed to a wide variety of cultures in the institutions that they attend, and not to be surrounded by too many other students from their home country!

Agents are very important in this market, and the most successful institutions are those that build good relations with respected agents to maintain the flow of good quality students. Recent initiatives such as compulsory registration and compliance with the Code of Practice for Pastoral Care will further enhance New Zealand’s standing as a preferred destination for Brazilian students.

New Zealand is performing well in this market, and gets about half the number of Brazilian students that Australia does. Interestingly, the market in Australia is predominantly an English language one as well. A real challenge for New Zealand is to be able to entice Brazilian students to stay in New Zealand longer, and take advantage of further education opportunities. Currently, most Brazilians who seek a tertiary education abroad do so in the USA, which has over 8,000 Brazilian students in its University system.

New Zealand has been vigorous in pursuing the Brazilian market. The joint Education New Zealand and Trade New Zealand ‘Five Steps Forward’ marketing strategy identified Brazil as a long term investment market, and this year a range of activities are in place to support our institutions in the market. These include:

Brazilian Agents visit to New Zealand – March Promotion and organisation of participation in ‘in country’ fairs organised by the Brazilian Agents Association Publication of specific Portuguese language market material

Interest in these events is good. The Brazilian education market is currently worth around $12million to the New Zealand economy, and forms an important part of the diversification strategy that New Zealand education providers are pursuing.

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