TOURISM NEW ZEALAND OUR VISITORS UNDERSTANDING HISTORIC VIEW TOTAL ARRIVALS YE SEPTEMBER 2017

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Alexis Harvey
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1 TOURISM NEW ZEALAND UNDERSTANDING OUR VISITORS GERMANY 104K 3% CHINA 408K 11% JAPAN 102K 3% UK 246K 7% USA 320K 9% Our market infographics are drawn from two different sources. HISTORIC VIEW: Past Visitor Research This is information collected about those who have visited New Zealand. This is the source for the Market 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). AUS 1,467K 40% FUTURE VIEW: 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 commission ongoing research 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. REST OF WORLD 28% HISTORIC VIEW TOTAL ARRIVALS YE SEPTEMBER 2017 USA 27.9M UK 6.8M GERMANY 6.4M CHINA 30.9M JAPAN 6.5M FUTURE VIEW OF OUR TARGET AUDIENCE TIVE CONSIDERERS OF NEW ZEALAND AUS 3.3M

2 TOURISM NEW ZEALAND UNDERSTANDING OUR FUTURE VISITORS Our market infographics are drawn from two different sources. FUTURE VIEW: 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 commission ongoing research 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. USA 27.9M UK 6.8M GERMANY 6.4M CHINA 30.9M JAPAN 6.5M FUTURE VIEW OF OUR TARGET AUDIENCE TIVE CONSIDERERS OF NEW ZEALAND AUS 3.3M 1/18

3 CONSUMER PROFILE GET TO KNOW OUR 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 per person on their holiday. GENDER SKEWS MALE TIVE CONSIDERERS ARE MORE LIKELY TO BE TERTIARY QUALIFIED 20% MOST TIVE CONSIDERERS ARE INDEPENDENT PROFESSIONALS 12% 10% 68% 22% 57% 43% NON- UNIVERSITY DEGREE yo Backpackers yo Independent Professionals yo Active Boomers TIVE CONSIDERERS HAVE HIGHER HOUSEHOLD INCOME > 48K 15% TIVE CONSIDERERS LIVE IN THE FOLLOWING REGIONS NON- 8% 30K - 48K NON- 15K - 29K NON- < 15K 27% 33% 36% 39% NORTH 18% CENTRAL 31% SOUTH 33% EAST 19% 14% NON- 24% 2/18 FOR FURTHER INFORMATION VISIT

4 CONSUMER PROFILE Active Considerers 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 and experience New Zealand. WHAT DO TIVE CONSIDERERS WANT FROM A HOLIDAY IN NEW ZEALAND? 68% 64% 64% 58% 49% TO GET IN TOUCH WITH NATURE TO INTERT WITH PEOPLE OF DIFFERENT CULTURES/LIFESTYLES TO BROADEN MY MIND TO LEARN AND EXPLORE NEW THINGS TO BE EXCITED WHAT DO THEY NEED MORE INFORMATION ABOUT? THE LENGTH OF TIME I NEED TO EXPERIENCE NZ PROPERLY 26% THE LENGTH OF TIME REQUIRED TO FLY TO NZ 38% HOW WELCOMING THE LOCALS ARE TO TOURISTS FROM MY COUNTRY 21% HOW TO INTERPRET THIS DATA: 38% OF TIVE CONSIDERERS SAID THEY WANTED TO KNOW MORE ABOUT THE LENGTH OF TIME REQUIRED TO FLY TO NZ 3/18 FOR FURTHER INFORMATION VISIT

5 GERMANY CONSUMER PROFILE HOW DOES NEW ZEALAND COMPARE TO OTHER COUNTRIES? For German Active Considers, 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. WHAT DO GERMANS KNOW US FOR CLEAN & UNPOLLUTED LANDSCAPES & SCENERY SAFE DESTINATION SEEING LOTS WITHOUT TRAVELLING FAR MESSAGES WE NEED TO COMMUNICATE MORE RANGE OF EXPERIENCES 4/18 EASY TO TRAVEL AROUND FRIENDLY PEOPLE UNIQUE EXPERIENCES FOR FURTHER INFORMATION VISIT

6 GERMAN INDEPENDENT PROFESSIONALS 68% WHO ARE THEY? Independent Professionals (IPs) are people aged years old. They are our largest segment within our Active Considerer target audience, making up 68% of our target audience. GENDER SKEWS MALE THEY ARE MORE LIKELY TO BE TERTIARY QUALIFIED 22% 13% NON- 58% 42% UNIVERSITY DEGREE MORE LIKELY TO HAVE HIGHER HOUSEHOLD INCOME > 48K NON- 15% 9% 30K - 48K 35% NON- 28% 15K - 29K 38% NON- 40% < 15K NON- 5/18 12% 24% FOR FURTHER INFORMATION VISIT

7 GERMAN INDEPENDENT PROFESSIONALS 68% WHO ARE THEY? Independent Professionals (IPs) are people aged years old. They are our largest segment within our Active Considerer target audience, making up 68% of our target audience. WHAT DO INDEPENDENT PROFESSIONALS WANT FROM A HOLIDAY IN NEW ZEALAND? 65% 61% 60% 61% 55% TO GET IN TOUCH WITH NATURE TO BROADEN MY MIND TO INTERT WITH PEOPLE OF A DIFFERENT CULTURE OR LIFESTYLE TO LEARN AND EXPLORE NEW THINGS 53% TO FEEL EXCITED WHAT DOES THEIR HOLIDAY LOOK LIKE? 52% SELF DRIVE EXPLORING STAYING FOR 2 WEEKS TRAVELLING WITH PARTNER OR SPOUSE OR 31% 44% EXPERIENCE SEEKING STAYING FOR 4+ WEEKS TRAVELLING WITH FRIENDS WHAT DO THEY NEED MORE INFORMATION ABOUT? THE LENGTH OF TIME NEEDED TO EXPLORE NZ PROPERLY 25% 6/18 THE LENGTH OF TIME REQUIRED TO FLY TO NZ 38% HOW SAFE IT IS FROM CRIME 21% HOW WELCOMING THE LOCALS ARE TO TOURISTS FROM MY COUNTRY 18% FOR FURTHER INFORMATION VISIT

8 GERMAN TIVE BOOMERS 22% WHO ARE THEY? 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. GENDER SKEWS MALE THEY ARE MORE LIKELY TO BE TERTIARY QUALIFIED 12% NON- 58% 42% 20% UNIVERSITY DEGREE MORE LIKELY TO HAVE HIGHER HOUSEHOLD INCOME > 48K NON- 17% 8% 30K - 48K 36% NON- 29% 15K - 29K 34% NON- 41% < 15K NON- 7/18 15% 20% FOR FURTHER INFORMATION VISIT

GERMAN TIVE BOOMERS 22% WHO ARE THEY? Active Boomers are people aged 55-74 years old.

9 GERMAN TIVE BOOMERS 22% WHO ARE THEY? 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. WHAT DO INDEPENDENT PROFESSIONALS WANT FROM A HOLIDAY IN NEW ZEALAND? 76% 76% 70% 64% 50% TO INTERT WITH PEOPLE OF A DIFFERENT CULTURE OR LIFESTYLE TO GET IN TOUCH WITH NATURE TO LEARN AND EXPLORE NEW THINGS TO BROADEN MY MIND TO FEEL REFRESHED WHAT DOES THEIR HOLIDAY LOOK LIKE? 63% SELF DRIVE EXPLORING STAYING FOR 2 WEEKS TRAVELLING WITH PARTNER OR SPOUSE OR 15% EXPERIENCE SEEKING STAYING FOR 4+ WEEKS TRAVELLING WITH FRIENDS WHAT DO THEY NEED MORE INFORMATION ABOUT? THE LENGTH OF TIME REQUIRED TO FLY TO NZ HOW PHYSICALLY FIT I NEED TO BE 30% 8/18 41% HOW WELL SUITED NZ IS TO PEOPLE OF MY AGE GROUP 27% WHAT / WHERE THE RECOMMENDED THINGS TO SEE AND DO ARE 24% FOR FURTHER INFORMATION VISIT

10 TOURISM NEW ZEALAND UNDERSTANDING CHINA 408K 11% JAPAN 102K 3% UK 246K 7% OUR PAST GERMANY 104K 3% USA 320K 9% VISITORS AUS 1,467K 40% Our market infographics are drawn from two different sources. HISTORIC VIEW: Past Visitor Research This is information collected about those who have visited New Zealand. This is the source for the Market 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). REST OF WORLD 28% HISTORIC VIEW TOTAL ARRIVALS YE SEPTEMBER /18

11 MARKET SNAPSHOT GERMANY OUR FIFTH LARGEST MARKET BRINGS LONGER STAYING VISITORS WHO VISIT A LARGE NUMBER OF REGIONS. PURPOSE OF VISIT AVERAGE LENGTH OF STAY EDUCATION 2K VISITING FRIENDS / RELATIVES 14K BUSINESS 4K TOTAL 104K CONFERENCES 1K HOLIDAY 77K OTHER 6K 44 DAYS HOLIDAYS 47 DAYS ALL VISITORS HOLIDAY STAY DAYS 3.4M TOTAL STAY DAYS 4.9M HOLIDAY VISITORS AVERAGE SPEND SPEND CONTRIBUTION FIRST TIME VISITORS REPEAT VISITORS $5,580 $5,277 $406M $518M 82% 18% HOLIDAY TOTAL HOLIDAY TOTAL 10/18 SOURCES: STATISTICS NEW ZEALAND INTERNATIONAL TRAVEL AND MIGRATION; MBIE INTERNATIONAL VISITOR FORECASTS; MBIE INTERNATIONAL VISITOR SURVEY (HOLIDAY VISITORS); MBIE REGIONAL TOURISM ESTIMATES

12 MARKET SNAPSHOT GERMANY ARRIVALS HAVE BEEN IN A PERIOD OF SUSTAINED GROWTH AND THE LONG TERM OUTLOOK REMAINS ROBUST. STRONG GROWTH FORECAST TO CONTINUE GERMANY ARRIVALS (000) TOTAL ARRIVALS +13% ON LY HOLIDAY ARRIVALS +10% ON LY TOTAL YE SEPTEMBER HOLIDAY GERMANY ARRIVALS FORECAST TO GROW 5.8% P.A. TO 144K 11/18

GERMANY MARKET SNAPSHOT GERMANY HAS A SIGNIFICANT

19% INDEPENDENT PROFESSIONALS 25-54 TIVE BOOMERS

13 GERMANY MARKET SNAPSHOT GERMANY HAS A SIGNIFICANT BKPKER SEGMENT BUT INDEPENDENT PROFESSIONALS ARE THE LARGEST HOLIDAY MARKET. AGE PROFILE HOLIDAY VISITORS 25% 51% BKPKERS % INDEPENDENT PROFESSIONALS TIVE BOOMERS ,000 5,000 4,000 3,000 2,000 1, YEARS 12/18 6/

14 MARKET SNAPSHOT WITH NO DIRECT SERVICES, GERMAN VISITORS TEND TO ARRIVE VIA AUSTRALIA, SINGPORE OR GULF PORTS OF DUBAI AND DOHA 44% ARRIVE VIA AN AUSTRALIAN PORT 15% VIA SINGAPORE 12% VIA GULF 8% VIA HONG KONG 4% VIA THAILAND 3% VIA CHINA 19% OF GERMAN HOLIDAY VISITORS CLAIMED TO HAVE VISITED AUSTRALIA PRIOR TO ARRIVING IN NEW ZEALAND 13/18 6/18

15 MARKET SNAPSHOT HALF OF GERMAN HOLIDAY VISITORS COME TO NEW ZEALAND IN SUMMER MONTHS. GERMANS TEND TO ARRIVE IN SUMMER, ESCAPING WINTER. ARRIVE IN SUMMER ARRIVE IN AUTUMN ARRIVE IN WINTER ARRIVE IN SPRING 49% 20% 6% 25% BKPKER ARRIVALS ARE MORE SPREAD OUT ROSS SHOULDER SEASONS AND SUMMER. 35% 23% 11% 32% 14/18 6/18

16 MARKET SNAPSHOT GERMANS VISIT MORE REGIONS (SEVEN TO EIGHT ON AVERAGE) THAN ANY OTHER VISITORS. 47% 5% NORTHLAND VISITATION OVERNIGHT % OF SPEND 79% 22% AUCKLAND 71% 8% WAIKATO TARANAKI 14% 1% 66% 6% BAY OF PLENTY MANAWATU-WHANGANUI 29% 2% 8% <1% GISBORNE WEST COAST TASMAN 62% 6% NELSON 41% 4% 40% 2% 31% 3% 67% 7% MARLBOROUGH 24% 2% WELLINGTON HAWKES BAY 74% 14% CANTERBURY SOUTHLAND 54% 4% 72% 13% OTAGO 15/18

17 MARKET SNAPSHOT TOP TIVITIES FOR GERMAN HOLIDAY VISITORS. MUSEUM / ART GALLERY 70% NATIONAL PARKS 94% GLIER 67% BEH 93% GEOTHERMAL PARK 81% WALK / HIKE / TRAMP 98% OBSERVING WILDLIFE 95% SCENIC BOAT TRIPS 68% HOT POOLS 68% GLOW WORMS 64% GERMAN HOLIDAY VISITORS LOVE OUR NATIONAL PARKS VISITING FIVE ON AVERAGE 56% ABEL TASMAN 53% MILFORD 58% TONGARIRO MOST POPULAR 55% PAPAROA 50% MT ASPIRING 46% AORAKI / MT COOK 16/18

18 MARKET SNAPSHOT VISITING MANY REGIONS, GERMANS USE A WIDE VARIETY OF COMMODATION AND TRANSPORT OPTIONS. COMMODATION STAYED IN CAMPING BKPKER / HOSTELS HOTEL MOTEL / MOTOR INN / SERVICED APPT FAMILY AND FRIENDS FARM/HOME STAY FREE CAMPING BED AND BREAKFAST LUXURY 54% 47% 38% 28% 22% 18% 16% 9% 4% TRANSPORT USED GERMANY HAS THE HIGHEST USE OF CAMPERVANS OF OUR KEY MARKETS COOK STRAIT FERRY 63% RENTAL CAR 45% TAXI / SHUTTLE 38% FERRY OR BOAT SERVICE 37% BUS SERVICE 36% CAMPERVAN 29% TOUR BUS 22% PLANE 22% PRIVATE CAR 15% TRAIN 11% BICYCLE 11% 17/18 6/18

19 MARKET SNAPSHOT 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. SATISFTION MEETING EXPECTATIONS Expectations of New Zealand experience 9.0/10 90% met or exceeded 40% Exceeded 50% Met 8% Worse German visitors are highly satisfied with their New Zealand experience 2% Not sure NET PROMOTER SCORE 5% DETRTORS 71% LIKELY TO RECOMMEND NEW ZEALAND AS A DESTINATION 76% PROMOTERS 19% PASSIVES 18/18 6/18

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

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