Malaysia and Singapore Emerge as Serious Competitors in New Zealand’s International Education Strategy

New Zealand’s latest international education strategy includes a significant recognition of the evolving global competition for students. Malaysia and Singapore are becoming more successful competitors in the Asia-Pacific region.

Education New Zealand Manapou ki te Ao (ENZ), in its Statement of Intent 2025–2029, says international education is operating in a highly competitive environment, with students facing a growing range of destinations and study options.

The document specifically identifies Malaysia and Singapore among the emerging Asia-Pacific competitors reshaping that landscape.

The reference is significant because international student recruitment has traditionally been viewed through the dominance of major English-speaking destinations including Australia, the United Kingdom, Canada, the United States and New Zealand.

Increasing Complexity in Student Decisions

ENZ also acknowledges that academic reputation is only one part of how students now select a destination.

Global economic and geopolitical conditions, migration and visa policies, and the ability to complete a qualification without disruption are increasingly influencing decisions. New Zealand also identifies post-study work rights as an important part of its overall proposition to international students.

These considerations have become particularly important as several major study destinations adjust immigration settings and international education policies.

Malaysia, for example, combines English-medium education, comparatively lower tuition and living costs, geographical proximity to major Asian student markets and a growing concentration of international and transnational education providers.

Singapore offers a different proposition, built around its reputation as a regional business, technology and financial centre alongside a highly regarded education system.

New Zealand's Growth Initiatives

The acknowledgement comes as New Zealand itself seeks significant expansion in international education.

Under the government's International Education Plan for Growth, New Zealand aims to increase international student enrolments from 83,400 in 2024 to 105,000 by 2027 and 119,000 by 2034.

The country is also targeting a doubling of international education export revenue, from NZ$3.6 billion in 2024 to NZ$7.2 billion by 2034.

Achieving those targets will require New Zealand to compete not only with its traditional Western rivals, but increasingly with destinations much closer to students' home markets.

A Changing Competitive Map

For Malaysia in particular, its appearance in New Zealand's strategic assessment is noteworthy.

Malaysia has spent years positioning itself as an international education hub. Recognition from another established destination suggests that the country is increasingly being viewed not simply as an alternative or lower-cost study location, but as part of the competitive landscape for internationally mobile students.

Competition in international education is no longer determined by university rankings and destination reputation alone. Affordability, visa accessibility, post-study opportunities, geographical proximity, industry connections and policy stability are increasingly part of the same decision.

As those factors become more important to students and their families, Asia's education hubs may command a larger place in a market once dominated overwhelmingly by the traditional English-speaking destinations.