THERE is widespread public ambivalence towards universities pursuing international education, raising fresh calls for government to better promote the industry.

A Nielsen survey of 1548 people in July found that close to half the respondents rated the sector's activities in international education as not very important or not important at all.

It follows a March survey of 1378 people by British-based TNS that found close to half believed that international students took places from domestic students. That is despite international student fees being a key source of funding for universities to cross-subsidise underfunded domestic places. International fees account for about 16 per cent of sector revenues.

Universities Australia, which commissioned the Nielsen survey, said the results highlighted a need to better promote the importance of international students.

"The job of getting widespread public support for the international education activities of universities is still in front of us for a significant share of the population," UA chief executive Glenn Withers said.

The survey asked a series of questions on public attitudes to universities and their activities. Asked for their views on the importance of universities pursuing international education, 33 per cent of respondents said it wasn't very important and a further 13 per cent said it wasn't important at all, a total of 46 per cent. Only 10 per cent rated it as very important and 38 per cent as important, a total of 48 per cent. About 6 per cent didn't know.

"One of the things we want to go back to government on is a positive campaign as to why this is a great thing for Australia to have and support," Dr Withers said.