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image of a nation “and the successful transference of this image to
its exports is just as important as what they actually produce and
sell”, Wikipedia continues. Curiously, the site’s list of countries that
practise nation branding includes Canada, New Zealand, Singapore,
the US, and most Western European countries, but not Australia.
There is no doubt that our nation had first-mover advantage in
establishing a globally respected international education sector
and industry. Nonetheless, other countries have now become well
aware of both the financial and soft diplomacy benefits that can
accrue from policy supporting internationalisation of education at
the sector and institutional levels.
It may be useful for us to place greater emphasis on elements
that are identifiable with Australia’s reputation in international
public opinion.
For example, while few students from Asia would ever have
watched our homegrown movie, The Castle, there is little doubt
they have come to appreciate our open spaces. The fact that
relatively pristine beaches and treed mountain ranges are within
easy travel distance of our major cities is viewed with incredulity by
some newly arrived students. Many consider idyllic the concept of
families living in suburbs on a 10th of a hectare. Overseas students
find it enticing to be able to stay with Australian families or rent a
suburban home. These are options some of those students might
never envisage in their home countries. The casual, more laidback
lifestyle that still prevails in urban Australia is also favoured by these
young people.
INTERNATIONAL EDUCATION
Talk with many Asian and even Latin American families and they
will highlight our nation’s clean green image as a major drawcard
as well. Some international students come from cities where
blue sky has rarely been sighted in their lifetime. Also, it’s cause
for fascination among Australian tourist industry figures that large
numbers of Chinese tourists are now choosing to visit Melbourne
(which was never part of the Japanese tourist route) because of its
“most liveable city” status.
These are far more than anecdotal observations. Major surveys
including iGraduate’s biennial International Student Barometer and
Hobson’s annual International Student Survey consistently show that,
relative to other study destination countries, our nation is attractive
on lifestyle and clean green criteria.
Australia’s social norms are a factor as well. For some decades,
young Australians sought to “find themselves” by living and
working in the UK and Europe. This rite of passage was seen as
a transformative experience that would serve to broaden their
horizons. Our nation is now perceived by many overseas students,
particularly from Asian countries, as serving a similar purpose. We
are exposing them to certain freedoms and opportunities that may
not be available on their home turf.
In gender terms, this can lead to young women part X