Australia and New Zealand have never been short on rivalry. From rugby pitches to cricket grounds, the trans‑Tasman contest is part of the identity of both countries.
This rivalry is also playing out in a contest to attract Vietnamese international students.
The latest Studyportals data suggests the race is heating up. Australia still leads in scale, but New Zealand is gaining ground and doing so with increasing consistency.
Monthly pageviews via Studyportals for Australia and New Zealand.
Australia’s demand from Vietnam declined steadily through 2024 before stabilising throughout 2025, with only a modest recovery in early 2026. New Zealand, in contrast, has seen demand climb consistently, marking 35.7% growth over the past 12 months. The result is a narrowing gap, and while Australia still dominates on volume, New Zealand has momentum.
Whether these demand signals convert into sustained enrolment growth will become clearer over upcoming intakes, but indicators are promising. Data from Education New Zealand reported an increase in Vietnamese student enrolments between 2024 and 2025, and Austrade data also shows growth in higher education commencements from Vietnamese students in recent years. While both countries are seeing positive movement, the next few intake cycles will provide a clearer picture of how current demand trends translate into enrolments.
A Different Story by Study Level
Australia’s performance is uneven, with demand for Bachelor’s growing, particularly in Business, Psychology, Health Sciences, and Computer Science. However, Master’s demand is declining across most fields, with Education the main exception.
New Zealand, by comparison, is seeing growth across both segments, with Bachelor’s demand up 41.2% year‑on‑year and Master’s demand up 34.8% over the same period. This growth is across diverse fields including Education, Business Administration, and TEFL at the Master’s level, and Psychology, Communication Studies, Nursing, and Health Sciences at the Bachelor’s level.
Policy and Positioning Start to Show Impact
In recent years, New Zealand has taken a targeted and coordinated approach to the Vietnamese market, supported by expanded scholarship programs, new course offerings, and increased transnational and pathway opportunities.
Australia has remained deeply committed to Vietnam as a priority market, both politically and institutionally. The Australian Government has reinforced its focus on Southeast Asia, prioritising growth for universities that demonstrate stronger engagement with the region and with Vietnam in particular. However, while Australia’s strategic intent is clear, Studyportals demand data suggests that growth has not yet returned to previous levels, particularly at the postgraduate level.
A More Competitive Global Landscape
Of course, this is not only a two‑country race. Both Australia and New Zealand are facing increasing competition beyond the trans‑Tasman rivalry, as Vietnamese students explore a broader range of destinations. Globally, Australia ranks 8th and New Zealand 18th in Vietnamese student interest, a reminder that students now have more choice than ever and are increasingly focused on destinations that align with their goals and offer strong returns on investment.
What This Means
The dynamic between Australia and New Zealand is changing.
Australia retains clear advantages, including scale, brand recognition, and long‑standing market presence. But the data now shows that New Zealand is building steadily. The gap is narrowing, and Vietnam is proving increasingly responsive to targeted strategies, clear value propositions, and consistent engagement.
The implication is straightforward: past performance is no longer a guarantee of future demand. As this market continues to evolve, this is shaping up to be a much closer contest than it once was.
Carlie Sage is Associate Director Partnerships APAC at Studyportals.
