Franz Josef Glacier. newzealand.com. visitor experience. Market information about our Visitors and our Active Considerers

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1 Franz Josef Glacier newzealand.com visitor experience Market information about our Visitors and our Active Considerers

2 PAST VISITORS HISTORIC VIEW TOTAL ARRIVALS YE SEPTEMBER 2017 CHINA 408K 11% JAPAN 102K 3% UK 246K 7% Waitomo Caves, Waikato newzealand.com AUS 1,467K 40% USA 320K 9% GERMAN 104K 3% REST OF WORLD 28% Past Visitor Research This is information collected about those who have visited New Zealand. This is the source for the visitor snapshot infographics. It is primarily sourced from Statistics New Zealand (International Travel and Migration), and the Ministry of Business, Innovation and Employment. (International Visitor Survey). Throughout this document, any pages that refer to past visitor research will have a black background like this one. visitor experience International Tourism s contribution to New Zealand is significant; visitors spend on average around $40million every day. UK 6.8M GERMANY 6.4M ACTIVE CONSIDERERS FUTURE VIEW CHINA 30.9M JAPAN 6.5M AUSTRALIA 3.3M USA 27.9M Active Considerer Research An Active Considerer is someone who is considering coming to New Zealand for their next holiday, and New Zealand is one of their top five destinations they would most like to visit. Tourism New Zealand commissions ongoing research (Kantar TNS), to understand who these people are, and what their motivations and barriers are; this research is the key information source for understanding our future visitors. Throughout this document, any pages that refer to Active Considerer research will have a white background like this one. 3

3 International tourism s contribution to New Zealand is significant. Every day, visitors to your community are spending locally: it might be on a bed for the night, a rental car, petrol or maybe a bus ticket; buying meals, snacks and a coffee; visiting a museum or trying a round of golf; maybe hiring a bike for the cycle trails or skis for the slopes. All up, international visitors spend $40million every day that s around $3,000 for every New Zealander every year. All the while they are sharing their experiences with friends and family. New Zealand s unique brand of welcome, our manaakitanga, sets us apart from the rest of the world and delivers an unforgettable experience. That s why our international visitors give us a 9 out of 10 for satisfaction. The international visitor experience in New Zealand is overwhelmingly positive across a range of measures. OVERALL SATISFACTION OF NEW ZEALAND EXPERIENCE 9/10 EXPECTATIONS OF NEW ZEALAND EXPERIENCE MET OR EXCEEDED 94% More than one in ten jobs is directly or indirectly generated by tourism Visitors are highly satisfied with their New Zealand experience And we are meeting or exceeding the expectations of New Zealand experience that visitors have International tourism contributes $40m per day to the New Zealand economy, roughly $3k for every New Zealander, every year VISITOR PROFILE One in five export dollars is generated by international tourism TOTAL VISITORS BY MARKET NET PROMOTER SCORE EXPECTATIONS OF NATURAL ENVIRONMENT MET OR EXCEEDED 76% LIKELY TO RECOMMEND NEW ZEALAND AS A DESTINATION 98% 3.6M 1.9M 1,442K 399K 323K 229K 105K 102K Many visitors are likely to become advocates and recommend New Zealand as a destination to others Natural landscapes and scenery are the reason that make people want to come to New Zealand, so it s important we meet or exceed expectations TOTAL VISITORS HOLIDAY VISITORS SOURCES: MBIE INTERNATIONAL VISITOR SURVEY MARCH 2017, STATS NZ TOURISM SATELLITE ACCOUNT MARCH 2016, STATS NZ INTERNATIONAL TRAVEL AND MIGRATION MAY

4 OVERALL SATISFACTION Strong visitor satisfaction is achieved across key markets. OVERALL EXPECTATIONS In all major markets expectations are largely met or exceeded. VISITORS FROM THE USA AND UK HAVE THE HIGHEST LEVELS OF SATISFACTION THERE IS AN OPPORTUNITY IN MARKETS WHERE ENGLISH IS NOT A FIRST LANGUAGE TO LIFT SATISFACTION AND MEET OR EXCEED EXPECTATIONS IN LINE WITH THAT OF ENGLISH SPEAKING MARKETS USA 9.5 UK 9.4 GERMANY 8.9 CHINA 8.9 JAPAN 8.8 USA 95% UK 98% GERMANY 91% CHINA 88% JAPAN 91% AUS 9.0 AUS 96% OVERALL SATISFACTION OF NEW ZEALAND EXPERIENCE FOR ALL MARKETS EXPECTATIONS OF NZ EXPERIENCE MET OR EXCEEDED IN ALL MARKETS 9/10 WORSE THAN 4 % MET 55 % NOT SURE 2 % EXCEEDED 39 % 94% WHEN EXPECTATIONS ARE EXCEEDED SATISFACTION CLIMBS TO 9.5 OUT OF 10 WHEN EXPECTATIONS ARE MET SATISFACTION IS STILL STRONG AT 8.9 OUT OF

5 visitor experience NET PROMOTER SCORE A high net promoter score indicates strong advocacy from past visitors helping to influence potential future visitors. Visitors from the UK, USA and Australia are our biggest advocates. POTENTIAL VISITORS CARE A LOT ABOUT PERSONAL RECOMMENDATION Ensuring positive experiences helps create positive word of mouth and sharing, increasing the likelihood that past visitors will recommend New Zealand to others NET PROMOTER SCORE (LIKELIHOOD TO RECOMMEND NEW ZEALAND) TOP FACTORS INFLUENCING CONSIDERATION OF NEW ZEALAND AUSTRALIA 80% CHINA 69% 76% #1 SPECTACULAR LANDSCAPES/ NATURAL SCENERY USA 86% UK 88% 1. Spectacular landscapes/ 1. Natural scenery 46% PROMOTERS PASSIVES DETRACTORS Likely to recommend NZ to others score out of 10 Promoters 9-10 Passives 7-8 Detractors 1-6 NPS = Promoters - Detractors 2. Always wanted to visit 29% 3. Visit friends/family 28% 4. Friends, family or colleague 4. recommendation 27% 5. Somewhere new/never been 4. there before 25% 6. Environmentally friendly image 21% 7. Walking and hiking 16% 8. The Hobbit trilogy movies 14% GERMANY JAPAN 70% 60% PROMOTERS PASSIVES DETRACTORS 9 10

6 TECHNOLOGY Sharing experiences with friends, family and social networks plays a big role in word of mouth and advocacy of New Zealand as a destination. SATISFACTION Satisfaction is strong across all elements of the New Zealand experience. TECHNOLOGY USED WHILE IN NEW ZEALAND SOCIAL MEDIA SATISFACTION OF NEW ZEALAND EXPERIENCE - DETAIL (AVERAGE SCORE/10) 73% 67% 50% SMARTPHONE WI-FI LAPTOP OR TABLET 3.8m GLOBAL FOLLOWERS SOCIAL MEDIA ACCOUNTS NZ S NATURAL AND BUILT ENVIRONMENT SENSE OF SAFETY ACTIVITIES VISITORS INCREASINGLY USING INSTAGRAM TO SHARE THEIR #NZMUSTDO EXPERIENCE PRIMARY ACCOMMODATION CUSTOMER SERVICE SHOPPING 8.6 EXPERIENCE AT ISITE 8.5 COMMERCIAL TRANSPORTATION 8.4 MĀORI ACTIVITIES 8.3 ALL ACCOMMODATION 8.1 FOOD & BEVERAGE 8.1 Sep 15 Nov 15 Jan 16 Mar 16 May 16 Jul 16 Sep 16 Nov 16 Jan 17 Mar 17 May 17 TOUR GUIDE

SATISFACTION Majority of visitors are highly satisfied with their overall New Zealand experience and individual elements of their experience.

Visitors expectations of our environment are largely met or exceeded.

ACCOMMODATION Cost, lack of free internet and poor/old facilities were the most cited reasons for lower satisfaction 20% TRANSPORT Cost, and

7 SATISFACTION Majority of visitors are highly satisfied with their overall New Zealand experience and individual elements of their experience. Where there are issues, cost is a common theme. Our natural landscapes and scenery are the leading reasons why visitors consider coming here. Visitors expectations of our environment are largely met or exceeded. % SCORED BELOW 8/10 FOR SATISFACTION 30% FOOD AND BEVERAGE Cost, range and quality were the most cited reasons for lower satisfaction 26% ACCOMMODATION Cost, lack of free internet and poor/old facilities were the most cited reasons for lower satisfaction 20% TRANSPORT Cost, and inconvenient public transport were cited most as reasons for lower satisfaction SATISFACTION FOR NATURAL AND BUILT ENVIRONMENT 9.2/10 98% of visitors rated the New Zealand environment as meeting or exceeding expectations 48% Met 50% Exceeded 2% Worse than 13 14

ENVIRONMENT Visitors rate New Zealand highly for environmental management.

opportunities to improve and learn from industry best practice.

environmental management among the best or ahead of countries 63% ACTIVITY AND

8 ENVIRONMENT Visitors rate New Zealand highly for environmental management. Visitors rate individual sectors well on environmental management but there remain opportunities to improve and learn from industry best practice. AMONG THE BEST OR AHEAD OF MOST 37% COMMERCIAL ACCOMMODATION 64% other rate New Zealand s environmental management among the best or ahead of countries 63% ACTIVITY AND ATTRACTIONS 26% Among the best 38% Ahead of most 18% On average 4% Behind others 15% Don t know 39% VISITOR TRANSPORT 53% PUBLIC INFRASTRUCTURE 15 16

9 MĀORI CULTURE Māori culture is an integral part of a New Zealand experience for many. notes VISITORS FROM THE UK, GERMANY, CHINA AND THE USA WERE MORE LIKELY TO HAVE A MĀORI CULTURE EXPERIENCE 54% element of all holiday visitors claim to have participated in, or experienced an of Māori culture See Māori artefacts, art/crafts 31% Visit a Māori marae 24% Other Māori culture activity 18% See Māori art/crafts being created 16% Eat Māori traditional food 16% Māori performance 15% Experience a Māori tradition 12% 17 18

Queenstown. newzealand.com. youth. Market information about our Visitors and our Active Considerers

Queenstown. newzealand.com. youth. Market information about our Visitors and our Active Considerers Queenstown youth Market information about our Visitors and our Active Considerers newzealand.com PAST VISITORS HISTORIC VIEW TOTAL ARRIVALS YE SEPTEMBER 2017 CHINA 408K 11% JAPAN 102K 3% UK 246K 7% Fiordland