Although international fee-paying pupil numbers remain relatively stable in Otago schools, numbers in Southland are skyrocketing.
Ministry of Education figures show the number of international pupils enrolling in Southland schools has increased by 32% - from 463 to 610 - in the past 12 months.
Southland Secondary Principals' Association chairwoman and Southland Girls' High School principal Yvonne Browning said the growth could be directly attributed to more targeted and strategic marketing.
She said seven schools in the Southland region had joined together under the umbrella of Education Southland which worked closely with Venture Southland to draw pupils from Thailand, Hong Kong, Vietnam and Germany.
More recently, there had also been a strong marketing drive in China which was beginning to recruit pupils to Southland schools.
Mrs Browning was delighted with the results.
"It's the best thing we've ever done, becoming involved in the Education Southland umbrella.
"Working as a team has made a big difference."
She said Southland Girls' High School had three international fee-paying pupils in 2006.
That number had grown to 28 this year.
Not only did it bring extra funding to the school, it brought a welcomed dose of international culture to the South, Mrs Browning said.
In the Otago region, international pupil numbers dropped to as low as 2820 in the past decade, but have returned to about 3400 in the past two years.
In the past 12 months, numbers declined by 1% to 3435 pupils, in line with national trends.
Otago Secondary Principals' Association president Brent Russell said numbers were relatively static despite the high New Zealand dollar. If it stayed high, it could make attracting international pupils harder.
"Parents sending their children to New Zealand want their money to go further."
Mr Russell said many Otago secondary schools attended an international marketing conference in Queenstown in February, which he hoped would result in a modest lift in international enrolments next year.
