TOURISM JAPAN 102K 3% NEW ZEALAND UNDERSTANDING OUR VISITORS 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). FUTURE VIEW: Active Considerer Research An Active Considerer is someone who has New Zealand in the top five of next destination choices. This is the source of information for the Consumer Profile infographics, helping us understand how our target audience sees New Zealand as a holiday destination. GERMANY 105K 3% CHINA 400K 11% AUS 1,433K 40% ARGENTINA 17K <1% INDONESIA 21K <1% UK 228K 6% USA 320K 9% INDIA 54K 2% BRAZIL 15K <1% REST OF WORLD 25% HISTORIC VIEW ARRIVALS YE APRIL 2017 USA 27.9M UK 6.8M GERMANY 6.4M INDIA 13.7M CHINA 30.9M JAPAN 6.5M FUTURE VIEW OF OUR TARGET AUDIENCE ACTIVE CONSIDERERS OF NEW ZEALAND BRAZIL 13.7M ARGENTINA 2.8M INDONESIA 6.4M AUS 3.3M
CONSUMER PROFILE GET TO KNOW OUR ACTIVE 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 INR 120K* per person on their holiday. GENDER SKEWS MALE RELATIVE TO POPULATION ACTIVE CONSIDERERS ARE MORE LIKELY TO BE TERTIARY QUALIFIED 72% MOST ACTIVE CONSIDERERS ARE INDEPENDENT PROFESSIONALS 56% 83% Independent Professionals make up 56% of arrivals 60% 40% NON-AC AC 4 YEAR/ADVANCED UNIVERSITY 25-54 yo Independent Professionals ACTIVE CONSIDERERS HAVE HIGHER INCOMES ACTIVE CONSIDERERS PRIMARILY FROM MUMBAI AND NEW DELHI 67% 38% NEW DELHI 39% MUMBAI 47% 1/7 AC NON-AC > INR 600K *Minimum spend of INR 120K excludes cost of airfare BANGALORE 14% FOR FURTHER INFORMATION VISIT WWW.TOURISMNEWZEALAND.COM
INDIA CONSUMER PROFILE HOW DOES NEW ZEALAND COMPARE TO OTHER COUNTRIES? For Indian visitors, New Zealand is in a competitive set that includes Australia, USA and Switzerland. Our strengths include our landscapes and scenery. WHAT INDIAN ACTIVE CONSIDERERS KNOW US FOR CLEAN & UNPOLLUTED ADVENTURE AND OUTDOOR ACTIVITES LANDSCAPES & SCENERY MESSAGES WE NEED TO COMMUNICATE MORE SEEING LOTS WITHOUT TRAVELLING FAR EASY TO TRAVEL AROUND FRIENDLY PEOPLE RANGE OF EXPERIENCES WHAT DO THEY NEED MORE INFORMATION ABOUT HOW SAFE IS IT FROM CRIME HOW WELCOMING ARE LOCALS HOW LONG TO TRAVEL BETWEEN MAIN ATTRACTIONS WHERE SHOULD I GET INFORMATION TO ORGANISE A? 2/7 FOR FURTHER INFORMATION VISIT WWW.TOURISMNEWZEALAND.COM
INDIA IS AN IMPORTANT EMERGING MARKET WITH ARRIVALS APPROACHING 60K. NEARLY ONE HALF OF VISITORS COME TO NEW ZEALAND TO, AND A THIRD COME TO VISIT FRIENDS AND RELATIVES. PURPOSE OF VISIT AVERAGE LENGTH OF STAY CONFERENCES 1K OTHER 6K EDUCATION 1K BUSINESS 3K VISITING FRIENDS/ RELATIVES 17K 54K 26K 13 DAYS S 49 DAYS VISITORS STAY DAYS 322K STAY DAYS 2.6M THE MAJORITY OF VISITORS ARE ON THEIR FIRST VISIT TO NEW ZEALAND, ALTHOUGH THE REPEAT RATE FOR ALL INDIAN VISITORS IS APPROXIMATELY 25% VISITORS VISITORS REPEAT VISITORS REPEAT VISITORS 25% 7% 3/7 75% 93% FIRST TIME VISITORS FIRST TIME VISITORS FOR FURTHER INFORMATION VISIT WWW.TOURISMNEWZEALAND.COM
THERE HAS BEEN SIGNIFICANT GROWTH IN RECENT YEARS OUT OF THE INDIA MARKET AND FORECAST GROWTH IS STRONG - APPROACHING 100K BY 2023. YOY GROWTH +15% +10% 3 YEAR GROWTH +65% +69% 60 50 54 40 30 20 26 10 0 2010 2011 2012 2013 2014 2015 2016 2017 YE APRIL 100 80 60 40 20 2017-2023 FORECAST GROWTH 77% CAGR 8.5% INDIA ARRIVAL FORECAST 92 0 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 4/7 SOURCE: MBIE INTERNATIONAL VISITOR FORECASTS 2017-2023 FOR FURTHER INFORMATION VISIT WWW.TOURISMNEWZEALAND.COM
WITH NO NON-STOP AIR SERVICE, VISITORS FROM INDIA ARRIVE IN NEW ZEALAND VIA SOUTH EAST ASIAN OR AUSTRALIAN PORTS. NEARLY HALF OF INDIA VISITORS COME VIA SINGAPORE OR SYDNEY. BANGKOK 10% 5% GUANGZHOU 7% 5% HONG KONG 7% 7% OTHER 5% 4% KUALA LUMPUR 13% 8% SINGAPORE 31% 31% KEY: BLACK - BLUE - OTHER AU 6% 8% MELBOURNE 7% 9% SYDNEY 14% 23% 5/7
VISITORS FROM INDIA TEND TO ARRIVE IN AUTUMN AND SUMMER. INDIA IS A UNIQUE MARKET WITH MAY BEING A VERY POPULAR MONTH FOR ARRIVALS, HELPING GROW ARRIVALS IN THE LATE AUTUMN SHOULDER. MONTH OF ARRIVAL 8,000 6,000 4,000 2,000 0 MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR 2016/2017 ARRIVE IN SUMMER 31% 34% ARRIVE IN AUTUMN 29% 33% ARRIVE IN WINTER 14% 9% ARRIVE IN SPRING 25% 23% 6/7
INDIA MAJORITY OF INDIAN VISITORS ARE INDEPENDENT PROFESSIONALS AND SKEW TO THE YOUNGER END OF THE SEGMENT. THERE IS ALSO A SIGNIFICANT PORTION OF VISITORS OVER 55 BUT THIS IS LARGELY DRIVEN BY THOSE VISITING FRIENDS AND RELATIVES (VFR). AGE PROFILE VISITORS 8% 56% BACKPACKERS 18-24 26% INDEPENDENT PROFESSIONALS 25-54 ACTIVE BOOMERS 55-74 AGE PROFILE OF VISITORS 2,000 1,500 1,000 500 0 10 7/7 20 30 40 YEARS 50 60 70 80