The Queensland Government has committed $25.3 million over five years to fund initiatives under the four strategic imperatives listed below. The imperatives were tested during state-wide consultation with more than 270 stakeholders, representing all parts of the IET industry. Stakeholders indicated support for the proposed direction and confirmed that focusing on the four strategic imperatives offered the most effective way forward. These are:
Promoting Queensland internationally
Attract the best and brightest students from the most diverse range of markets across all sectors both onshore and offshore. Read more →
Strengthening our regions
Increase the contribution of international education and training to regional economies and ensure that Queensland offers the most diverse, comprehensive and unique offerings to international students. Read more →
Details of the strategic focus
Promoting Queensland internationally
We will promote Queensland and its unique offerings to attract the best and brightest students from the most diverse range of markets across all sectors.
In a crowded global marketplace, a highly visible global brand and differentiated student experience are essential to sustaining the international education and training industry in Queensland. Modernising the Queensland brand and understanding different market segmentations is a priority.
In promoting Queensland, we will draw on our key regions and city destinations, working alongside national and institutional partner branding. Through targeted and innovative marketing initiatives, conducted collaboratively with the Queensland international education and training sector, we aim to:
- Position Queensland as a preferred study destination and partner of choice for clients.
- Attract students from diverse markets, into diverse disciplines of study, in diverse locations.
- Respond to market opportunities through a collaborative approach to marketing and promotion.
- Employ targeted engagement strategies in line with priority markets and opportunities, including a focus on growing offshore programs.
- Generate more leads, business opportunities and referrals for the Queensland education and training sector, through the TIQ global network.
Enhancing the student experience
Ensuring Queensland provides international students with the most positive and rewarding experience is crucial to the ongoing sustainability of the sector. This applies to the student experience both in and out of the classroom. Queensland’s welcoming and relaxed lifestyle, warm climate and unique natural features have long attracted international visitors.
This natural appeal, coupled with world-class quality teaching and infrastructure in a safe and clean environment, are all major attractions for international students. The student experience begins well before arrival in destination. Students, their parents and agents will first consider Queensland’s high-quality education and training institutions. This often includes consideration of academic reputation (via rankings), employment outcomes and word-of-mouth recommendations.
However, when considering an education and training provider, the vast majority of students will also investigate factors that contribute towards the total lived experience. This especially applies to accommodation, cost of living, transport, location, general living conditions and day-to-day practicalities.
Again, reputation and word-of-mouth recommendations are a key consideration. We will seek to create a positive student experience in Queensland for international students.
This will be achieved by working with industry, government, students and the broader community to:
- Provide affordable, quality lifestyle options across Queensland, including accommodation, transport, social and cultural activities.
- Ensure access to accurate information before, during and after studying in Queensland.
- Give a voice to Queensland’s international students to identify and address issues.
- Monitor quality issues that impact students inside and outside the classroom.
- Enhance employability options for students with international experience including access to work integrated learning, internships and volunteering.
Strengthening the regions
A defining feature of Queensland’s international education and training industry is the way the industry’s activities are dispersed across Queensland. In the financial year 2014–2015 around 34% of all international student nights in Queensland were outside the state capital of Brisbane, compared to just 12% of similar students in New South Wales studying outside Sydney, and 4% in Victoria studying outside Melbourne.
This means that all major Queensland student centres benefit from the cultural and economic diversity that comes with international education and training, including the development of a more inclusive, welcoming and multicultural community in every corner of the state. Queensland’s diversity offers some unique international education and training opportunities that can be a point of difference for some students.
For example, Queensland has major student centres in tropical and sub-tropical cities, attracting global employers such as
- Boeing Australia,
- Virgin Australia,
- General Electric,
- Warner Bros,
- Ernst & Young,
- and many international banks and other global organisations.
In 2015, the economic contribution of student-related export revenue (outside Brisbane) was almost $1 billion. Cities outside the capital also benefit from increased tourism, from both students themselves and their visiting friends and family and by providing other goods and services to the education industry.
The Queensland Government recognises the importance of Regional Study Organisations (RSOs) and local government partnerships that support RSOs in Brisbane, Gold Coast, Sunshine Coast, Townsville and Cairns. Local partnerships are also being explored in Moreton Bay, Toowoomba and Rockhampton.
The Queensland Government is committed to strengthening the state’s regions to offer diversity in courses and lifestyle options for students and to provide economic and social opportunities for regional Queensland. We will achieve this by:
- Ensuring coordination and collaboration with local government and RSOs.
- Leveraging the linkages between other regional services and industries, such as tourism.
- Building leadership and capacity in all regions.
- Understanding the unique selling proposition for students studying outside of a capital city.
- Providing local access to information and support for international students.
Partnering across our regions
An aligned and collaborative approach to regional engagement will ensure that Queensland offers the most diverse, comprehensive and unique offerings to international students. Key to this is aligning the international education activities of local councils and Regional Study Clusters.
Connecting the industry
A new, more collaborative model of planning is a prerequisite to guide the effective delivery of the Strategy across the international education and training industry. This is particularly important given that Queensland’s international education and training landscape is so complex. Its four key sectors — higher education, VET, schools and ELICOS — traverse both public and private sector, in more than seven regional locations.
In addition to the four key sectors, there are other important stakeholders who intersect with the industry including corporate educators and trainers, internship service providers, edutourism operators, EdTech companies and other businesses undertaking niche activities that fill the ‘gaps’ in the traditional offering. To meet this challenge, the Strategy establishes an important framework for leadership, coordination and partnerships across sectors, Queensland’s regions and nationally.
A Ministerial Champion, advised by an enhanced industry advisory group and a cross-government working group, will drive the Queensland Government’s partnerships with all sectors and regions.
By establishing and solidifying networks and connections across and between the industry, we will:
- Foster collaboration to ensure Queensland retains its competitive edge through a united approach.
- Ensure the continued development and promotion of clear study pathways.
- Promote and celebrate successes across the industry to foster ongoing innovation and improvement.
- Be in the position to respond quickly to market changes and industry challenges.
- Ensure the industry is skilled and able to deliver innovative solutions to global education, training and research.
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