Education New Zealand Market Brief

Education New Zealand Market Brief

Taiwan September 2003 Taiwan has been a strong and consistent market for New Zealand. In 2002, 3155 Taiwanese students chose NZ educators, making Taiwan our 5th largest market by student numbers.

Taiwan has traditionally been a good market for New Zealand, although the financial difficulties that beset many Asian countries in the late 1990s caused a significant decline in the number of students. However, numbers started to recover in 2001, and grew strongly in 2002. Interim figures for 2003 suggest that once again the market is flattening out. SARS, the rise in the value of the NZ dollar and increased competition from other countries are all having an impact.

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 Taiwanese market this year. Along with a visit by 4 education agents in September, there is an in-country Agents Seminar planned for Taiwan later in October. This style of linked activities gives the greatest possible chance for New Zealand institutions to form robust business partnerships with Taiwanese agents.

The Taiwanese 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, especially at universities. Recent information from Taiwan suggests that students are becoming more interested in pursuing a range of tertiary study options in New Zealand, and so effective pathways within the New Zealand education system are a key priority.

Recent initiatives such as compulsory registration for all providers and the revisions to the Code of Practice for Pastoral Care will further cement New Zealand’s standing as an excellent destination for Taiwanese 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 Taiwanese market. The USA has always been the first choice destination for many Taiwanese students, and Australia has also seen steady growth. However, changing global and market conditions are leading many students to consider a wider range of options, and New Zealand stands to benefit from this. However, countries such as Great Britain and Canada are also actively marketing in competition for students. Another more recent competitive trend is the development of international education in countries such as Singapore and Malaysia, who benefit from proximity.

The Taiwanese education market is currently worth around $50million 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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