UMS at the New Zealand–China Summit: Focus on Cross-Sector Collaboration Between Tourism and Education
United Media Solution (UMS) was honoured to participate in the 2025 New Zealand–China Summit, held in Auckland this July. The summit brought together senior leaders from across government, business, tourism, and education to explore new models of engagement and deepen collaboration between New Zealand and China.
The event opened with remarks from New Zealand Prime Minister Christopher Luxon and Chinese Ambassador to New Zealand Wang Xiaolong.
Jessica Miao, Founder and CEO of UMS, joined the panel session “Tourism and Education – Turning the Tide”, which focused on the shared challenges and future opportunities facing two of New Zealand’s most globally connected sectors. The session was moderated by Tim McCready and featured a high-profile panel of leaders including University of Auckland Vice-Chancellor Professor Dawn Freshwater, Auckland Airport CEO Carrie Hurihanganui, China Travel Service Managing Director Lisa Li MNZM, and United Media Solution CEO Jessica Miao.
Drawing on UMS’s experience in digital strategy and China market engagement, Jessica shared insights into how the expectations of Chinese international students are evolving — and what that means for New Zealand’s future positioning.
She outlined four major trends shaping student decision-making in 2025:
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Digitally native, peer-influenced research — Platforms like RED and Douyin are central to how students evaluate schools, courses, and destinations.
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Whole-of-life experience matters — Safety, mental health, social integration, and environment are now core considerations.
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Shift toward career relevance — Data, healthcare, engineering, and the green economy are top priorities for students and families.
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Cautious, strategic family decision-making — Parents look for transparency, values fit, and strong return on investment.
Jessica also highlighted the opportunity for stronger collaboration between education and tourism sectors. She pointed to a common cultural behaviour among Chinese families — visiting university campuses with young children during holidays — as an example of how travel and education goals are often interlinked. This presents a unique opportunity to co-create family-friendly, education-themed travel experiences that support long-term aspiration building.
There’s clear momentum building in both sectors, fuelled by renewed confidence and practical steps — including updated visa settings and new air links — aimed at re-energising growth in the China market.
As the session concluded, panellists reflected on the importance of building meaningful, long-term connections with Chinese audiences — ensuring New Zealand remains a trusted and inspiring destination for students, visitors, and their families well into the future.
UMS continues to support education and tourism partners with culturally attuned strategy, digital innovation, and cross-sector insight to drive sustainable engagement in the China market.
At UMS, we craft innovative, data-driven marketing strategies that authentically connect brands with global audiences. With expertise across international education, tourism, B2B, and government relations we take pride in our ability to create and deliver tailored solutions that resonate across cultures and regions.
United Media Solution (UMS) was founded in 2011, with roots in both Auckland and Ningbo. What started as a cross-cultural business connecting New Zealand and China has since expanded its reach with international clients spanning Australia, New Zealand, China, the UK, Europe, and select markets in the US.
Our journey began in China, where our deep local connections and cross-cultural understanding provided a strong foundation for growth in the APAC region. Today, we are proud to partner with clients around the world, from multinational corporations to emerging brands looking to expand their presence.
