18 September 2024 at 10:30 am
Vietnam Market Insights: Opportunities and Challenges for New Zealand's PTEs and ELS Providers
Last month, ENZ held an Insights Accelerator session for Private Training Establishments and English Language Schools, focusing on the growing demand and potential challenges in the Viet Nam market. The session was well attended, reflecting the increasing interest among New Zealand’s education providers to expand into Viet Nam.
On 29 August, Education New Zealand Manapou ki te Ao (ENZ) held an Insights Accelerator session for representatives from Private Training Establishments (PTEs) and English Language Schools (ELS) across New Zealand. ENZ’s Market Manager - Viet Nam, Van Banh, delivered a presentation that outlined Viet Nam’s current market trends, barriers to student recruitment, and essential tips for providers aiming to strengthen their presence in this dynamic country.
The session had 30 representatives from 20 PTEs attending, demonstrating how New Zealand education providers are recognising the opportunities for growth given the country’s expanding economy and growing middle class. As Van noted " Viet Nam offers significant growth opportunities, but success will require a tailored approach that addresses both the evolving demands of Vietnamese students and the competitive landscape."
The demand for English language skills is particularly high in business, technology, and education, as Vietnam continues its global integration. This makes New Zealand's high-quality ELS programmes attractive.
For PTEs, the country's growing economy requires a workforce with practical, vocational skills, which New Zealand’s providers are well-positioned to offer. Many PTEs and ELS institutions provide pathway programmes that help students transition into higher education or industries with globally recognised qualifications, Vietnamese students are attracted to New Zealand programmes that enhance employability both in Viet Nam and internationally.
Van added that despite these opportunities, there are some challenges.
“Tough competition from other study destinations and the changing preferences of Vietnamese students—away from traditional English and vocational courses—will require providers to adapt and innovate. The country's rapid development and young population present long-term growth potential, but strategic planning and market responsiveness will be key,” said Van.
The slides from the Accelerator Session can be found here. You can also watch a recording of the session here - https://youtu.be/KQE22JV1t2w
