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1 Milford Sound, Fiordland germany Market information about our Visitors and our Active Considerers newzealand.com

2 PAST VISITORS HISTORIC VIEW TOTAL ARRIVALS YE SEPTEMBER 2017 CHINA 408K 11% JAPAN 102K 3% UK 246K 7% Lake Gunn, Fiordland newzealand.com AUS 1,467K 40% USA 320K 9% GERMAN 104K 3% UK 6.8M GERMANY 6.4M TIVE CONSIDERERS FUTURE VIEW REST OF WORLD 28% CHINA 30.9M JAPAN 6.5M 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. AUSTRALIA 3.3M USA 27.9M germany PAST VISITORS The German market is quite unique. German visitors tend to be younger, they stay for longer, visit on average 7-8 regions and tend to stay in lower cost accommodation. Germans love getting into our National Parks to do walking and hiking. 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 VISITOR SNAPSHOT Germany is our fifth largest market, and it brings longer staying visitors who visit a large number of regions. VISITOR GROWTH TREND Germany arrivals have been in a period of sustained growth and the long term outlook remains robust. GERMANY PAST VISITORS EDUCATION 2K VISITING FRIENDS / RELATIVES 14K BUSINESS 4K PURPOSE OF VISIT CONFERENCES 1K TOTAL 104K OTHER 6K HOLIDAY 77k AVERAGE LENGTH OF STAY DAYS HOLIDAYS HOLIDAY STAY DAYS 3.4m DAYS ALL VISITORS TOTAL STAY DAYS 4.9m GERMANY ARRIVALS (000) AVERAGE SPEND PER VISITOR HOLIDAY VISITORS HOLIDAY YE SEPTEMBER $5,580 TOTAL HOLIDAY TOTAL $5,277 TOTAL MARKET CONTRIBUTION SPEND 82% 18% REPEAT VISITORS GERMANY ARRIVALS FORECAST TO GROW 5.8% P.A. TO 144K HOLIDAY $406m TOTAL $518m FIRST TIME VISITORS SOURCES: STATISTICS NEW ZEALAND INTERNATIONAL TRAVEL AND MIGRATION; MBIE INTERNATIONAL VISITOR FORECASTS; MBIE INTERNATIONAL VISITOR SURVEY; MBIE REGIONAL TOURISM ESTIMATES 5 6

4 VISITOR PROFILE Germany has a significant Youth segment but Independent Professionals are the largest holiday segment. VISITOR ROUTES With no direct services, German visitors tend to arrive via Australia, Singapore or the gulf ports of Dubai and Doha GERMANY PAST VISITORS AGE PROFILE OF HOLIDAY VISITORS 19% OF GERMAN HOLIDAY VISITORS CLAIMED TO HAVE VISITED AUSTRALIA PRIOR TO ARRIVING IN NEW ZEALAND 25% YOUTH Ages % INDEPENDENT PROFESSIONALS Ages % TIVE BOOMERS Ages NUMBER OF VISITORS 44% ARRIVE VIA AN AUSTRALIAN PORT 15% VIA SINGAPORE 12% VIA GULF 8% VIA HONG KONG 4% VIA THAILAND 3% VIA CHINA AGE 7 8

5 VISITOR TRAVEL SEASONS Half of German holiday visitors come to New Zealand in the summer months. VISITOR DESTINATIONS Germans visit more regions (seven to eight on average) than any other visitors. GERMANY PAST VISITORS ARRIVE IN SUMMER 49% GERMANS TEND TO ARRIVE IN SUMMER, ESCAPING THEIR WINTER. ARRIVE IN AUTUMN 20% ARRIVE IN WINTER 6% ARRIVE IN SPRING 25% YOUTH ARRIVALS ARE MORE SPREAD OUT ROSS SHOULDER SEASONS AND SUMMER, BECAUSE THEY TEND TO STAY FOR LONGER % OVERNIGHT VISITATION % OF SPEND WEST COAST MANAWATU-WHANGANUI NELSON TASMAN 62% 6% TARANAKI 40% 2% 41% 4% 14% 1% 29% 2% 47% 5% NORTHLAND 79% 22% 31% 3% AUCKLAND 71% 8% 67% 7% MARLBOROUGH WAIKATO 66% 6% 8% <1% 24% 2% BAY OF PLENTY WELLINGTON GISBORNE HAWKE S BAY 35% 23% 11% 32% SOUTHLAND 54% 4% 72% 13% 74% 14% OTAGO CANTERBURY 9 10

6 VISITOR TIVITIES Top activities for German holiday visitors. VISITOR COMMODATION AND TRANSPORT Visiting many regions, Germans use a wide variety of accommodation and transport options. GERMANY PAST VISITORS MUSEUM / ART GALLERY 70% NATIONAL PARK 94% WALK / HIKE / TRAMP 98% GLIER 67% OBSERVING WILDLIFE 95% BEH 93% SCENIC BOAT TRIP 68% GEOTHERMAL PARK 81% GLOW WORMS 64% HOT POOLS 68% BKPKER / HOSTELS HOTEL MOTEL / MOTOR INN / SERVICED APPT COMMODATION STAYED IN CAMPING FAMILY AND FRIENDS FARM/HOME STAY FREE CAMPING BED AND BREAKFAST LUXURY 54% 47% 38% 28% 22% 18% 16% 9% 4% GERMAN HOLIDAY VISITORS LOVE OUR NATIONAL PARKS VISITING FIVE ON AVERAGE GERMANY HAS THE HIGHEST USE OF CAMPERVANS OF OUR KEY MARKETS ABEL TASMAN 56% MILFORD 53% TONGARIRO 58% MOST POPULAR PAPAROA 55% MT ASPIRING 50% AORAKI / MT COOK 46% COOK STRAIT FERRY RENTAL CAR TAXI / SHUTTLE FERRY OR BOAT SERVICE BUS SERVICE 63% CAMPERVAN 29% 45% TOUR BUS 22% 38% PLANE 22% 37% PRIVATE CAR 15% 36% TRAIN 11% BICYCLE 11% 11 12

7 VISITOR SATISFTION Germans have a very positive experience while in New Zealand. There remains an opportunity to improve experience for the minority whose expectations are not met. Catlins, Otago newzealand.com SATISFTION 9/10 German visitors are highly satisfied with their New Zealand experience 90% MEETING EXPECTATIONS Expectations of New Zealand experience met or exceeded 40% Exceeded 50% Met 8% Worse than 2% Not sure germany TIVE CONSIDERERS Active Considerers are what we call our target audience. These people are aged 18-74, they are aware of New Zealand and it is a preferred destination to visit for a holiday in the next three years. They also indicate that they are prepared to spend 2,000 per person on their holiday. NET PROMOTER SCORE 5% DETRTORS 71% LIKELY TO RECOMMEND NEW ZEALAND AS A DESTINATION 76% PROMOTERS 19% PASSIVES 13

8 TIVE CONSIDERER PROFILE German Active Considerers = 6.4m MOST TIVE CONSIDERERS ARE INDEPENDENT PROFESSIONALS 68% 10% 22% Youth yo Independent Professionals yo Active Boomers yo GENDER SKEWS MALE 57% 43% TIVE CONSIDERERS ARE MORE LIKELY TO BE TERTIARY QUALIFIED 12% 20% UNIVERSITY DEGREE Active Considerers from Germany want to come to New Zealand to get in touch with nature, and interact with people of different cultures and lifestyles. To help our visitors achieve this, we need to communicate the length of time required to fly to New Zealand as well as the length of time to experience New Zealand properly. WHAT DO TIVE CONSIDERERS WANT FROM A HOLIDAY IN NEW ZEALAND? 68% TO GET IN TOUCH WITH NATURE TO INTERT WITH PEOPLE OF DIFFERENT CULTURES/ LIFESTYLES 64% 64% TO BROADEN MY MIND 58% TO LEARN AND EXPLORE NEW THINGS 49% TO BE EXCITED GERMANY TIVE CONSIDERERS TIVE CONSIDERERS HAVE HIGHER HOUSEHOLD INCOME > 48K < 15K - 30K - 48K - 15K - 29K - - 8% 15% 14% 24% 27% 33% 36% 39% TIVE CONSIDERERS LIVE IN THE FOLLOWING REGIONS CENTRAL 31% NORTH 18% SOUTH 33% EAST 19% THE LENGTH OF TIME I NEED TO EXPERIENCE NEW ZEALAND PROPERLY 26% WHAT DO THEY NEED MORE INFORMATION ABOUT? THE LENGTH OF TIME REQUIRED TO FLY TO NEW ZEALAND 38% HOW WELCOMING THE LOCALS ARE TO TOURISTS FROM MY COUNTRY 21% HOW TO INTERPRET THIS DATA 38% of Active Considerers said they wanted to know more about the length of time required to fly to New Zealand 15 16

9 TIVE CONSIDERER PROFILE For German Active Considerers, New Zealand is in the competitive set including destinations such as Australia, USA, Canada, the Caribbean and South Africa. Our strengths are our landscapes and scenery as well as our clean and unpolluted environment. notes GERMANY TIVE CONSIDERERS WHAT GERMANS KNOW US FOR Clean & unpolluted Landscapes & scenery Safe Destination Seeing lots without travelling far MESSAGES WE NEED TO COMMUNICATE MORE Range of adventure Easy to travel around Friendly people Unique experiences 17 18

10 TIVE CONSIDERER INDEPENDENT PROFESSIONAL PROFILE Independent Professionals are people aged years old. They are our largest segment within our Active Considerer target audience, making up 68% of our target audience. 58% 42% GENDER SKEWS MALE INDEPENDENT PROFESSIONALS ARE MORE LIKELY TO BE TERTIARY QUALIFIED 13% 22% WHAT DO INDEPENDENT PROFESSIONALS WANT FROM A HOLIDAY IN NEW ZEALAND? 65% TO GET IN TOUCH WITH NATURE 61% TO BROADEN MY MIND 61% TO INTERT WITH PEOPLE OF A DIFFERENT CULTURE OR LIFESTYLE 55% TO LEARN AND EXPLORE NEW THINGS 53% TO FEEL EXCITED GERMANY TIVE CONSIDERERS UNIVERSITY DEGREE WHAT DOES THEIR HOLIDAY LOOK LIKE? INDEPENDENT PROFESSIONALS ARE MORE LIKELY TO HAVE HIGHER HOUSEHOLD INCOME > 48K 30K - 48K - - 9% 15% 28% 35% 52% SELF DRIVE EXPLORING Renting, borrowing or purchasing a vehicle to travel NZ in. They have high mobility across regions so typically do more activities. STAYING FOR 2 WEEKS TRAVELLING WITH PARTNER OR SPOUSE or 44% EXPERIENCE SEEKING STAYING FOR 4+ WEEKS WHAT DO THEY NEED MORE INFORMATION ABOUT? TRAVELLING WITH FRIENDS 15K - 30K < 15K % 24% 38% 40% HOW SAFE IT IS FROM CRIME 21% THE LENGTH OF TIME NEEDED TO EXPLORE NEW ZEALAND PROPERLY 25% THE LENGTH OF TIME REQUIRED TO FLY TO NEW ZEALAND 38% HOW WELCOMING THE LOCALS ARE TO TOURISTS FROM MY COUNTRY 18% 19 20

11 TIVE CONSIDERER TIVE BOOMER PROFILE Active Boomers are people aged years old. They are the second largest segment of our Active Considerer target audience, making up 22% of our target audience. 58% 42% GENDER SKEWS MALE TIVE BOOMERS ARE MORE LIKELY TO BE TERTIARY QUALIFIED 12% 20% WHAT DO TIVE BOOMERS WANT FROM A HOLIDAY IN NEW ZEALAND? 76% TO INTERT WITH PEOPLE OF A DIFFERENT CULTURE OR LIFESTYLE 76% TO GET IN TOUCH WITH NATURE 70% TO BROADEN MY MIND 64% TO LEARN AND EXPLORE NEW THINGS 50% TO FEEL REFRESHED GERMANY TIVE CONSIDERERS UNIVERSITY DEGREE WHAT DOES THEIR HOLIDAY LOOK LIKE? TIVE BOOMERS ARE MORE LIKELY TO HAVE HIGHER HOUSEHOLD INCOME 63% or 15% > 48K - 8% 17% SELF DRIVE STAYING EXPLORING FOR 2 Renting, borrowing or WEEKS purchasing a vehicle to travel NZ in. They have high mobility across regions so typically do more activities. TRAVELLING WITH PARTNER OR SPOUSE EXPERIENCE SEEKING STAYING FOR 4+ WEEKS TRAVELLING WITH FRIENDS 30K - 48K - 29% 36% WHAT DO THEY NEED MORE INFORMATION ABOUT? 15K - 30K < 15K % 20% 34% 41% HOW WELL SUITED NEW ZEALAND IS TO PEOPLE OF MY AGE GROUP 27% HOW PHYSICALLY FIT I NEED TO BE 30% THE LENGTH OF TIME REQUIRED TO FLY TO NEW ZEALAND 41% WHAT / WHERE THE RECOMMENDED THINGS TO SEE AND DO ARE 24% 21 22

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