ICEF Asia

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Start your ICEF experience with the collective intelligence of the room. In this fast-paced, 25-minute "Mastermind" session, we move beyond the handshake to tackle the real-world challenges of 2026. Participants will be seated at mixed tables of educators and agents to engage in a series of "lightning round questions" focused on student success, and the future of the industry. You will leave this session not just with new contacts, but with a toolkit of proven strategies and fresh perspectives to fuel your meetings for the rest of the event.

While the demand for an international education continues to grow, the destination can no longer be taken for granted. With prospective students and their families increasingly basing their choice of study destination on a range of practical factors from cost of study / living to proximity, a number of new study destinations have emerged.

In this session, we dig into the evolving international education landscape, touching on a number of key topics including:

The push and pull factors influencing student decision-making
The countries emerging as leading study destinations for Asian students

Learn Canadian is a new, sector-led international campaign that aims to strengthen Canada’s position as a leading study destination in an increasingly competitive global environment. Created in close collaboration with institutions from across the country and international partners, Learn Canadian responds to the clear need for a long-term national positioning effort that aligns storytelling, strategy, and media execution to amplify Canada’s presence internationally.

From shaping the brand platform and creative concept to deploying a multi-channel media strategy across more than 15 international markets, Learn Canadian reflects both strategic discipline and creative ambition.

This session will examine:

Why the campaign was developed
How it was built, and what makes it distinctive
The role of collaboration across institutions, agencies, media experts, and student voices in bringing the platform to life.
The campaign’s long-term objectives
How institutions and agents can leverage the platform to present a consistent and compelling message about studying in Canada

Driven by the country’s reputation for offering a high-quality education and further boosted by strong governmental support for the sector, New Zealand experienced strong international student enrolment growth in 2025, with sustained growth projected through 2026.

This presentation focuses on New Zealand’s successes and growth potential as a key study destination. Join to hear more about key facts and figures, opportunities for future growth and why NZ should be the destination of choice for international students.

As the international education sector continues to grow more competitive, it is essential that recruiters do not grow complacent. With AI already providing students with the basics, adopting a one-size-fits-all approach across a region as diverse as Asia is a strategic misstep that could easily prove the difference between sustainable recruitment and a steady decline in numbers.

In this panel discussion, we look at strategies that work, exploring the different approaches that have shown to be effective in three major international student sending countries: Phillipines, Thailand, and Vietnam.

For the last quarter of a century, Australia, Canada, the UK, and the US have stood as the world’s leading study destinations - the “big four”. With students drawn by the top ranking institutions, high-quality education, and globally recognised qualifications, they attracted large numbers of enrolments, with the US alone recruiting over a million students a year.

However, the rapid growth of the international education industry has resulted in a backlash, with widely-reported policy shifts causing prospective students to see the big four in a less favourable light. While there is no doubt that they remain popular destinations, for recruiters it is increasingly important to focus on high-quality, sustainable enrolments, while reassuring their clients that these countries remain firmly open for business. In this panel discussion, we provide a number of strategic tips to support recruitment professionals in an era of instability.

As distinct from a panel session or keynote, the roundtables provide a space for a less-structured discussion but with guidance from an informed specialist. To provide that guidance, each table is led by a host whose role is to moderate and animate the discussion around the topic at hand.

- There will be two sittings of all tables, each lasting 25 minutes. The first begins at 18:00; the second at 18:30.

Roundtables' topics:

The importance of continued professional development in establishing credibility in international student recruitment - TBA
The emergence of AI as a leading search and application tool: How students are finding and applying to their ideal institution - TBA
The educator - agent relationship: What works and where can we do better? - Jennifer Nguyen
How does a K-12 education in Asia prepare students for the future? - Ambhika Rana
Japan's increasing appeal as a study destination: Agencies as the missing link? - TBA

- There will be two sittings of all tables, each lasting 25 minutes. The first begins at 18:00; the second at 18:30.

- There will be two sittings of all tables, each lasting 25 minutes. The first begins at 18:00; the second at 18:30.

- There will be two sittings of all tables, each lasting 25 minutes. The first begins at 18:00; the second at 18:30.

- There will be two sittings of all tables, each lasting 25 minutes. The first begins at 18:00; the second at 18:30.

- There will be two sittings of all tables, each lasting 25 minutes. The first begins at 18:00; the second at 18:30.

Wed • Jun 1014:00 - 14:25Seminar room

Sharing industry best practices & insights: Peer-to-Peer exchange

Discussion

Presenter

Josephine (Jo) Phinith

Josephine Phinith is a seasoned professional in international education, recognized for her dedication to driving positive change. With a solid foundation in the accommodation market, Josephine began her career at Student.com, where she quickly advanced to the role of Regional Manager for SEA. Her strategic insights and commitment to excellence contributed to notable growth in bookings and revenue during her tenure. Transitioning to Amber Student, Josephine played a key role in guiding the company's international expansion efforts. Drawing on her industry expertise, she contributed to shaping global strategies and cultivating valuable partnerships. With six years of experience in the accommodation market, Josephine brings a wealth of knowledge and a proven track record of success to her role as ANZ Business Development Manager at ICEF, where she aims to continue driving impactful initiatives within the international education landscape.

Global Business Development Manager, ICEF

Wed • Jun 1014:30 - 14:55Seminar room

Expanding opportunities and changing preferences: Where will Asian students head in 2026 and beyond?

Interview

Moderator

Josephine (Jo) Phinith

Global Business Development Manager, ICEF

Panelist

Pierre Renimel

Pierre is a graduate from INSEEC Business School, and has been working in the international promotion of France for 3 years. He's now part of the Partnerships Department of OMNES France, 2nd largest French higher education group, and one of the largest in Europe.

International Agents Manager, OMNES FRANCE

In this session, we dig into the evolving international education landscape, touching on a number of key topics including:

The push and pull factors influencing student decision-making
The countries emerging as leading study destinations for Asian students

Wed • Jun 1015:00 - 15:25Seminar room

Learn Canadian: A sector-led platform to position Canada globally

Presentation

Presenter

Sabrina Heinekey

Sabrina is an international business leader with over 20 years of experience in strategic communications, investment promotion, and high-level advisory work across government and the private sector. She has led global initiatives in more than 30 countries across five continents, securing multi-million-dollar contracts and advising clients including the UK Government, USAID, Orascom, and Petronas. Her expertise spans public diplomacy, market entry strategy, and brand positioning across sectors such as energy, tourism, media, finance, and international development. She has held senior leadership roles at M&C Saatchi London and IC Publications and has served as CEO of two international award-winning communications firms. She is bilingual, holds a BA (Hons) in Political Science from the University of Ottawa, studied International Relations in Sweden, and completed the Sustainable Business Strategy Certificate at the Harvard Business School.

Director Learn Canadian, Canadian Bureau for International Education

This session will examine:

Why the campaign was developed
How it was built, and what makes it distinctive
The role of collaboration across institutions, agencies, media experts, and student voices in bringing the platform to life.
The campaign’s long-term objectives
How institutions and agents can leverage the platform to present a consistent and compelling message about studying in Canada

Wed • Jun 1015:30 - 15:55Seminar room

New Zealand’s growth potential as a study destination

Presentation

Presenter

Van Banh

Van has been leading the New Zealand Government’s education internationalisation efforts in Vietnam since 2018. She works closely with New Zealand institutions to strengthen marketing strategies and government relations across sectors from K 12 to tertiary. Prior to ENZ, Van was Business Development Manager at Enterprise Singapore, driving initiatives that boosted Singapore companies’ growth and investments into Vietnam. She also headed Marketing Communications at LogiGear, a Silicon Valley software testing company with a strong presence in Vietnam. Her diverse background in business development and communications underpins her role in advancing New Zealand’s education presence and partnerships in Vietnam.

Country Manager - Viet Nam, Education New Zealand

16:00 - 16:30

Refreshment break

Wed • Jun 1016:30 - 17:10Seminar room

One size fits no one: Adopting a nuanced approach to recruitment in a diverse region

Panel discussion

Moderator

Oana Lelcu

Oana Lelcu is Global Sales Marketing Director at SRH Universities, where she designs and leads the international strategy for the Group. She currently focuses on leveraging AI and digital technologies to transform student recruitment and admissions processes, helping SRH scale their global reach while improving applicant experience through data-driven insights and automated solutions.

Global Director Marketing & Sales, SRH Universities Germany

Panelist

Jack Zissler

Jack Zissler is the Director of 195 Global Joint Stock Company - a licensed education agent based in Ho Chi Minh City, Vietnam. Jack has resided in Vietnam for the previous 15 years and is originally from Boston, in the USA. Jack holds a Bachelor Degree in Finance from Boston College in the United States, a Graduate Diploma in International Finance from the Royal Melbourne Institute of Technology (RMIT) in Australia, and a Master of Business Administration degree from Georgetown University, also in the United States. Before founding 195 Global, Jack worked on Wall Street and in management consulting for 10 years and as Deputy Global Sales Director for CEG. Jack has a combined following of over 1 million students on social media.

Director, 195 Global Company Limited

Panelist

Eden Villafranca Coronel

International education entrepreneur with a strong background in accountancy and additional qualifications in management, leadership, marketing, and project management. Holds a Bachelor of Science in Accountancy and Australian credentials, showing a commitment to continuous learning. Experienced as a Director and Accountant, with skills in business strategy, financial management, and regulatory compliance in the education sector. Has a solid understanding of international student pathways and industry trends. Passionate about helping students access global education opportunities while promoting ethical practices and informed decisions. Focused on sustainable business growth, building partnerships, and clear communication.

International Director, Emerged Visa Consultancy

Wed • Jun 1017:15 - 17:55Seminar room

Establishing sustainable recruitment pipelines: How the big four have evolved their strategy

Panel discussion

Moderator

Martijn van de Veen

Martijn van de Veen is the Chief Business Development Officer at ICEF, a leading global organisation that facilitates connections within the international education industry. In his role, Martijn oversees strategic growth initiatives, with a current focus on emerging study destinations, particularly in East and Southeast Asia. He also explores the synergies between online learning and international education and is responsible for strategic growth within relevant industry verticals, especially digital/AI, accommodation, and finance. On top of being the host of the leading ICEF Podcast series for international education professionals, Martijn frequently moderates ICEF webinars as well as panel discussions at ICEF events around the world, covering topics from policy changes and digital innovations to student flows and emerging destinations. In addition, in 2023 Martijn was recognised as one of the 50 leading voices in European international education by The Pie News. Martijn's extensive career in international education includes his time as the Global Director of the International Student Identity Card (ISIC) and as the Founder and MD of ‘Student Card Service Japan’. With a degree in Japanese, French, and International Business Communications, and having lived and worked in multiple international locations including Tokyo, Paris, Ho Chi Minh City, Vancouver, Bangkok and Amsterdam, Martijn brings a wealth of international education sector insights and a broad global perspective.

CBDO, ICEF

Panelist

John Mahan

John Mahan is the Assistant Director of International Outreach at Westcliff University, where he leads the outreach team and manages a global network of more than 1,800 international education consultants. With seven years of experience in higher education, he focuses on international recruitment strategy, consultant engagement, and building scalable systems that support Westcliff’s global growth.

Assistant Director of International Outreach, Westcliff University

Panelist

Mich Paradella

I’m the Global Head of Recruitment at Stanley College, with over 12 years of experience in international education. I’ve worked closely with agents, students, and institutional teams across Africa, Asia, LATAM, and the Subcontinent, developing a strong understanding of diverse markets. I focus on building sustainable, ethical recruitment pipelines that balance growth with compliance and positive student outcomes. While leading global strategy, I remain hands-on with partner engagement and admissions. I’m passionate about fostering long-term partnerships and leveraging data to improve performance. What motivates me most is creating genuine opportunities for students and ensuring the pathways we build lead to meaningful success.

Global Head of Recruitment, Stanley College

Panelist

Seran Dalvi

Seran Dalvi is Head of Student Recruitment and Admissions at UCDG in London, where he leads admissions strategy, recruitment operations, and the institution's growing international agent network. He is responsible for designing the institution's structured agent onboarding and governance model, with a strong focus on UKVI compliance, due diligence, and conversion-led performance management. He is also driving the institution's digital transformation in admissions, having implemented its centralised Admissions Hub. He is a certified Project Management Professional (PMP) and is currently pursuing an MBA with the University of Liverpool. Seran's work sits at the intersection of compliance, commercial growth, and sustainable recruitment.

Head of Student Recruitment and Admissions, University Centre David Game (UCDG)

Wed • Jun 1018:00 - 18:55Seminar room

Roundtable series

Roundtables

Moderator

Jennifer Nguyen

Jennifer Nguyen is the Founder and Guidance Counselor of Studii Academy (Vietnam), where she has spent the past decade guiding adolescents to study abroad with confidence, clarity, and compassion. Through programs such as Transform, DOING, and the College Coaching Program, she and her team help students strengthen both inner power and global readiness. Believing that education is a journey of becoming, Jennifer focuses on helping young people and their families understand themselves deeply, cultivate emotional balance, and build the mindset needed to thrive in a changing world. Her work has supported hundreds of Vietnamese students in crafting purposeful, impactful study abroad journeys that begin with self-awareness.

Founder, Studii Academy

Moderator

Ambhika Rana

Ambhika Rana brings more than a decade of admissions leadership shaped inside some of London’s most academically selective British curriculum schools, including Habs Girls’ School and North London Collegiate School. She has guided large applicant pools through competitive entry points, working closely with families while safeguarding academic standards, pastoral fit, and long-term cohort balance. She now serves as Founding Head of Admissions and Marketing at Reigate Grammar School Kuala Lumpur, where she built enrolment strategy, admissions frameworks, digital systems, and market positioning from the ground up, translating a long-established UK school into a credible international context for families and partners.

Head of Admissions and Marketing, Reigate Grammar School Kuala Lumpur

- There will be two sittings of all tables, each lasting 25 minutes. The first begins at 18:00; the second at 18:30.

Roundtables' topics:

The importance of continued professional development in establishing credibility in international student recruitment - TBA
The emergence of AI as a leading search and application tool: How students are finding and applying to their ideal institution - TBA
The educator - agent relationship: What works and where can we do better? - Jennifer Nguyen
How does a K-12 education in Asia prepare students for the future? - Ambhika Rana
Japan's increasing appeal as a study destination: Agencies as the missing link? - TBA

14:00 - 14:25Seminar room

Sharing industry best practices & insights: Peer-to-Peer exchange

Seminar room

Josephine (Jo) PhinithPresenterGlobal Business Development Manager, ICEF

14:30 - 14:55Seminar room

Expanding opportunities and changing preferences: Where will Asian students head in 2026 and beyond?

Seminar room

Josephine (Jo) PhinithModeratorGlobal Business Development Manager, ICEF

Pierre RenimelPanelistInternational Agents Manager, OMNES FRANCE

In this session, we dig into the evolving international education landscape, touching on a number of key topics including:

The push and pull factors influencing student decision-making
The countries emerging as leading study destinations for Asian students

15:00 - 15:25Seminar room

Learn Canadian: A sector-led platform to position Canada globally

Seminar room

Sabrina HeinekeyPresenterDirector Learn Canadian, Canadian Bureau for International Education

This session will examine:

Why the campaign was developed
How it was built, and what makes it distinctive
The role of collaboration across institutions, agencies, media experts, and student voices in bringing the platform to life.
The campaign’s long-term objectives
How institutions and agents can leverage the platform to present a consistent and compelling message about studying in Canada

15:30 - 15:55Seminar room

New Zealand’s growth potential as a study destination

Seminar room

Van BanhPresenterCountry Manager - Viet Nam, Education New Zealand

16:30 - 17:10Seminar room

One size fits no one: Adopting a nuanced approach to recruitment in a diverse region

Seminar room

Oana LelcuModeratorGlobal Director Marketing & Sales, SRH Universities Germany

Jack ZisslerPanelistDirector, 195 Global Company Limited

Eden Villafranca CoronelPanelistInternational Director, Emerged Visa Consultancy

17:15 - 17:55Seminar room

Establishing sustainable recruitment pipelines: How the big four have evolved their strategy

Seminar room

Martijn van de VeenModeratorCBDO, ICEF

John MahanPanelistAssistant Director of International Outreach, Westcliff University

Mich ParadellaPanelistGlobal Head of Recruitment, Stanley College

Seran DalviPanelistHead of Student Recruitment and Admissions, University Centre David Game (UCDG)

18:00 - 18:55Seminar room

Roundtable series

Seminar room

Jennifer NguyenModeratorFounder, Studii Academy

Ambhika RanaModeratorHead of Admissions and Marketing, Reigate Grammar School Kuala Lumpur

- There will be two sittings of all tables, each lasting 25 minutes. The first begins at 18:00; the second at 18:30.

Roundtables' topics:

The importance of continued professional development in establishing credibility in international student recruitment - TBA
The emergence of AI as a leading search and application tool: How students are finding and applying to their ideal institution - TBA
The educator - agent relationship: What works and where can we do better? - Jennifer Nguyen
How does a K-12 education in Asia prepare students for the future? - Ambhika Rana
Japan's increasing appeal as a study destination: Agencies as the missing link? - TBA

Seminar Programme ICEF Asia 2026