New Zealand on Thursday announced a multi-million-dollar marketing drive to attract more foreign students - especially from Asia - to its universities.

Tertiary Education Minister Steven Joyce said the government had committed NZ$40 million ($33 million) in its new budget to promote New Zealand in key markets such as China, India, Southeast Asia and South America.

New Zealand has eight universities and Joyce said almost 100,000 overseas students were enrolled in tertiary institutions last year, supporting about 32,000 jobs and contributing NZ$2.0 billion to the economy.

He said the government's goal was to more than double the international education sector by 2025.

"Our high-quality education sector, together with the lifestyle experience that New Zealand provides for international students, is a combination few other countries can match," he said.

A spokesperson for Joyce said the marketing drive would include advertising, scholarships and social media.