TOURISM JAPAN 94K NEW ZEALAND UNDERSTANDING OUR VISITORS GERMANY 91K CHINA 397K 1 UK 214K 7% USA 258K 8% 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 choice. 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. AUS 1,365K 41% REST OF WORLD 26% HISTORIC VIEW TOTAL ARRIVALS YE JUNE 2016 USA 15.4M UK 5.0M GERMANY 5.9M CHINA 26.4M JAPAN 4.1M FUTURE VIEW OF OUR TARGET AUDIENCE ACTIVE CONSIDERERS OF NEW ZEALAND AUS 3.7M
AUSTRALIA IS OUR CLOSEST AND LARGEST MARKET. IT IS THE LARGEST MARKET FOR ARRIVALS, STAY DAYS AND SPEND. PURPOSE OF VISIT AVERAGE LENGTH OF STAY BUSINESS 181K EDUCATION 7K TOTAL 1.36M CONFERENCES 39K OTHER 59K 11 DAYS VISITING FRIENDS/ RELATIVES 543K HOLIDAY 537K HOLIDAY STAY DAYS 6.1M TOTAL STAY DAYS 14.4M HOLIDAY VISITORS AVERAGE SPEND SPEND CONTRIBUTION FIRST TIME VISITORS $2,686 $2.513B 45% 55% $2,027 $1.295B REPEAT VISITORS HOLIDAY TOTAL HOLIDAY TOTAL 1/9 SOURCES: STATISTICS NEW ZEALAND INTERNATIONAL TRAVEL AND MIGRATION; MBIE INTERNATIONAL VISITOR FORECASTS; MBIE INTERNATIONAL VISITOR SURVEY (HOLIDAY VISITORS); MBIE REGIONAL TOURISM ESTIMATES
FOR A MATURE MARKET AUSTRALIA HAS HAD STRONG GROWTH RECENTLY AND EXPECTED TO CONTINUE. STRONG GROWTH IN ARRIVALS SINCE 2012 1,400 1,200 1,000 800 600 400 200 AUSTRALIAN ARRIVALS (000) 5. UP FROM 2014 6. UP FROM 2014 7.8% UP FROM 2014 1.653M FORECAST BY 2022 2008 2009 2010 2011 2012 2013 2014 2015 TOTAL HOLIDAY VFR 2/9
AUSTRALIA INDEPENDENT PROFESSIONALS ARE OVER HALF OF AUSTRALIAN HOLIDAY ARRIVALS. AGE PROFILE HOLIDAY VISITORS 1 51% BACKPACKERS 18-24 2 INDEPENDENT PROFESSIONALS 25-54 ACTIVE BOOMERS 55-74 16,000 14.000 12,000 10,000 8,000 6,000 4,000 2,000 0 3/9 10 20 30 40 50 YEARS 60 70 80 90
THE EASTERN SEABOARD STATES ACCOUNT FOR THE MAJORITY OF AUSTRALIAN HOLIDAY ARRIVALS. 8 OF HOLIDAY ARRIVALS ARE FROM EASTERN STATES 7% 4% 26% 36% 47% OF AUSTRALIAN HOLIDAY VISITORS FLY DIRECT TO THE SOUTH ISLAND AUCKLAND 244K 2 WELLINGTON 38K TOP 5 HOLIDAY VISITOR ROUTES SYDNEY-AUCKLAND 86K SYDNEY-QUEENSTOWN 63K MELBOURNE-AUCKLAND 62K SYDNEY-CHRISTCHURCH 54K BRISBANE-AUCKLAND 50K QUEENSTOWN 132K CHRISTCHURCH 115K DUNEDIN 8K QUEENSTOWN HAS MORE HOLIDAY ARRIVALS THAN CHRISTCHURCH HOWEVER CHRISTCHURCH HAS MORE ARRIVALS IN TOTAL 224K V 164K 4/9
AUSTRALIA IS AN IMPORTANT MARKET FOR OFF PEAK SEASONS. THE SUMMER MONTHS ARE MOST POPULAR BUT THE AUSTRALIAN MARKET IS IMPORTANT FOR TOURISM IN WINTER ARRIVE IN SUMMER ARRIVE IN AUTUMN ARRIVE IN WINTER ARRIVE IN SPRING 31% 20% 25% 24% ALL YEAR WINTER SNOW SPORTS IMPORTANT IN ATTRACTING AUSTRALIAN HOLIDAY VISITORS OVER WINTER 39% 47% Australians account for 47% of holiday arrivals in winter, compared to 39% throughout the year. 17% OF AUSTRALIAN HOLIDAY ARRIVALS PARTICIPATE IN SKIING, SNOWBOARDING OR OTHER SNOW SPORTS 5/9
OTAGO AND AUCKLAND ARE THE MOST VISITED REGIONS AND ACCOUNT FOR NEARLY HALF OF SPEND. VISITATION OVERNIGHT % OF SPEND TARANAKI 1% 1 NORTHLAND 4 3 AUCKLAND 2 6% WAIKATO 26% 5% BAY OF PLENTY MANAWATU-WHANGANUI 6% 1% <1% GISBORNE WEST COAST TASMAN 20% NELSON 1% 6% 1% 6% 1% 20% 8% MARLBOROUGH 7% WELLINGTON HAWKES BAY SOUTHLAND 21% 51% 2 38% 1 OTAGO CANTERBURY 6/9
TOP ACTIVITIES FOR AUSTRALIAN HOLIDAY VISITORS. NATIONAL PARKS 60% BEACH 48% GONDOLA 45% MUSEUM / ART GALLERY 40% BAR / NIGHTCLUB 39% WALK / HIKE / TRAMP 70% OBSERVING WILDLIFE 71% SCENIC BOAT TRIPS 47% MAORI CULTURAL EXPERIENCE / ACTIVITY 35% AUSTRALIANS LOVE OUR SCENIC WALKS 1 7% WALK OVER 3 HOURS NOT OVERNIGHT NEW ZEALAND GREAT WALKS TREK / TRAMP OVERNIGHT OTHER WALK 8% 4% 7/9
AUSTRALIANS TEND TO STAY IN MOTELS AND HOTELS AND MANY WILL RENT A CAR TO GET AROUND. MOTEL / MOTOR INN / SERVICED APPT BACKPACKER / HOSTELS ACCOMMODATION STAYED IN HOTEL FAMILY AND FRIENDS LUXURY CAMPING 46% 4 16% 15% 14% 1 SELF DRIVE A POPULAR OPTION FOR AUSTRALIAN VISITORS Australian holiday visitors who rent a car or campervan visit on average 3.2 regions vs. 2.2 for those who do not. RENTAL CAR 60% PLANE 1 TAXI / SHUTTLE 47% COOK STRAIT FERRY 10% FERRY OR BOAT SERVICE 25% TRAIN 10% BUS SERVICE 25% CAMPERVAN 9% TOUR BUS 2 PRIVATE CAR 8% 8/9
AUSTRALIANS ARE HIGHLY SATISFIED WITH THEIR NEW ZEALAND HOLIDAY EXPERIENCE. SATISFACTION MEETING EXPECTATIONS Expectations of New Zealand experience 9.1/10 96% met or exceeded 56% Met 40% Exceeded Worse Overall Australian visitors rate their New Zealand experience very positively. Not sure NET PROMOTER SCORE DETRACTORS 8 LIKELY TO RECOMMEND NEW ZEALAND AS A DESTINATION 85% PROMOTERS 1 PASSIVE 9/9