Hokitika Gorge, West Coast INDIA Market information about our Visitors and our Active Considerers newzealand.com
PAST VISITORS HISTORIC VIEW TOTAL ARRIVALS YE MARCH 2018 AUS 1,495K 39% INDIA 63K 2% USA 340K 9% GERMAN 103K 3% BRAZIL 19K <1% CHINA 438K 11% REST OF WORLD 25% JAPAN 102K 3% UK 255K 7% INDONESIA 24K <1% ARGENTINA 22K <1% 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. INDIA PAST VISITORS India is our largest emerging market with over 60K visitors annually and forecast to reach 108k by 2024 Hooker Valley, Mt Cook newzealand.com UK 6.8M GERMANY 6.4M ACTIVE CONSIDERERS FUTURE VIEW CHINA 30.9M JAPAN INDIA 13.7M AUSTRALIA 3.3M 6.5M INDONESIA 6.4M USA 27.9M BRAZIL 13.7M ARGENTINA 2.8M 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. To ensure we gather information from a relevant audience in the Emerging Markets, we only survey those respondents that are in a higher socio-economic position. Throughout this document, any pages that refer to Active Considerer research will have a white background like this one. 3
VISITOR SNAPSHOT India is the largest of our emerging markets with over 60K total arrivals and is experiencing strong growth VISITOR GROWTH TREND Robust growth out of India is expected to continue with total arrivals forecast to reach 108k by 2024 INDIA PAST VISITORS BUSINESS 2K PURPOSE OF VISIT CONFERENCES 1K EDUCATION 1K AVERAGE LENGTH OF STAY 70 INDIAN ARRIVALS (000) OTHER 7K VISITING FRIENDS /RELATIVES 22K TOTAL 63k HOLIDAY 30k 13 51 DAYS HOLIDAYS HOLIDAY STAY DAYS 0.4m DAYS ALL VISITORS TOTAL STAY DAYS 3.2m 60 50 40 30 20 TOTAL ARRIVALS +18% on LY TOTAL VISITORS HOLIDAY VISITORS 10 HOLIDAY ARRIVALS +15% on LY FIRST TIME VISITORS 75% FIRST TIME VISITORS 93% 2011 2012 2013 2014 2015 2016 2017 2018 YE MARCH TOTAL HOLIDAY 2018-2024 INDIAN ARRIVALS FORECAST TO GROW AT 8.3% PER ANNUM TO 108K 25% REPEAT VISITORS 7% REPEAT VISITORS SOURCES: STATISTICS NEW ZEALAND INTERNATIONAL TRAVEL AND MIGRATION; MBIE INTERNATIONAL VISITOR FORECASTS; MBIE INTERNATIONAL VISITOR SURVEY 5 6
VISITOR ROUTES Independent Professionals make up over half of holiday arrivals and there is a skew to the younger end of this segment With no nonstop air services from India to New Zealand most visitors arrive via Australia or South East Asian ports INDIA PAST VISITORS India VISITOR PROFILE NEARLY THREE QUARTERS OF INDIAN HOLIDAY VISITORS COME VIA SINGAPORE OR AUSTRALIA AGE PROFILE OF HOLIDAY VISITORS CHINA 8% 55% 28% YOUTH Ages 18-24 INDEPENDENT PROFESSIONALS Ages 25-54 ACTIVE BOOMERS Ages 55-74 3% HONG KONG BANGKOK 5% KUALA LUMPAR 34% 10% 6% SINGAPORE NUMBER OF VISITORS 2000 1500 37% AUSTRALIA 1000 500 0 AGE YEARS 7 8
VISITOR TRAVEL SEASONS Kaikoura Indian holiday visitors favour summer and autumn with May being a popular month helping boost arrivals in the late autumn shoulder newzealand.com HOLIDAY VISITOR ARRIVALS BY SEASON India ACTIVE CONSIDERERS ARRIVE IN SUMMER 35% ARRIVE IN AUTUMN 31% ARRIVE IN WINTER 9% ARRIVE IN SPRING 25% Active Considerers are what we call our target audience. These people are aged 18-74, they are classified as being in a higher socio economic position, 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. MONTH OF ARRIVAL TOTAL HOLIDAY 10000 8000 6000 4000 2000 0 APR 17 MAY 17 JUN 17 JUL 17 AUG 17 SEP 17 OCT 17 NOV 17 DEC 17 JAN 18 FEB 18 MAR 18 9
ACTIVE CONSIDERER PROFILE Indian Active Considerers = 13.7m Active considers from India want to come to New Zealand to get in touch with nature and explore new things. To help our visitors achieve this, we need to communicate how easy it is to travel around and how welcoming the locals are. INDIA ACTIVE CONSIDERERS MOST ACTIVE CONSIDERERS ARE INDEPENDENT PROFESSIONALS 12% 84% 4% 53% 47% GENDER SKEWS MALE WHAT DO ACTIVE CONSIDERERS WANT FROM A HOLIDAY IN NEW ZEALAND? 67% 60% 51% 44% Youth 18-24 yo Independent Professionals 25-54 yo Active Boomers 55-74 yo TO GET IN TOUCH WITH NATURE TO EXPLORE AND LEARN NEW THINGS TO INDULGE AND PAMPER MYSELF TO BROADEN MY MIND ACTIVE CONSIDERERS LIVE MAINLY IN MUMBAI & NEW DELHI WHAT DO THEY NEED MORE INFORMATION ABOUT? NEW DELHI 32% HOW SAFE IT IS FROM CRIME 40% HOW WELCOMING THE LOCALS ARE 36% HOW SAFE IT IS TO PARTICIPATE IN ADVENTURE ACTIVITIES 36% HOW EASY IS IT TO TRAVEL AROUND 35% MUMBAI 51% BANGALORE 17% HOW TO INTERPRET THIS DATA 36% of Active Considerers said they wanted to know more about how welcoming the locals are 11 12
ACTIVE CONSIDERER PROFILE For our Indian Active Considerers, New Zealand is in the competitive set including destinations such as Australia, Switzerland, USA, Singapore, and the UK. Our strengths are our clean and unpolluted environment as well as our landscapes & scenery. notes INDIA ACTIVE CONSIDERERS WHAT INDIANS KNOW US FOR Clean & unpolluted Landscapes & scenery Affordable activities MESSAGES WE NEED TO COMMUNICATE MORE Unique experiences Easy to travel around Friendly people Range of experiences 13 14
ACTIVE CONSIDERER INDEPENDENT PROFESSIONAL PROFILE Independent Professionals are people aged 25-54 years old. They are the largest segment within our Active Considerer target audience, making up 84% of our target audience. INDIA ACTIVE CONSIDERERS 52% 48% GENDER SKEWS MALE INDEPENDENT PROFESSIONALS ARE MORE LIKELY TO BE TERTIARY QUALIFIED 97% 87% 65% WHAT DO ACTIVE CONSIDERERS WANT FROM A HOLIDAY 61% 53% 43% TO GET IN TOUCH WITH NATURE TO EXPLORE AND LEARN NEW THINGS TO INDULGE AND PAMPER MYSELF TO BROADEN MY MIND 4 YEAR/ADVANCED UNIVERSITY WHAT DO THEY NEED MORE INFORMATION ABOUT? > 601K INR 376K - 601K INR 151K - 376K INR INDEPENDENT PROFESSIONALS HAVE A HIGHER HOUSEHOLD INCOME AC NON -AC AC NON -AC AC NON -AC 6% 11% 19% 21% 35% 78% HOW SAFE IT IS FROM CRIME 41% HOW WELCOMING THE LOCALS ARE 36% HOW SAFE IT IS TO PARTICIPATE IN ADVENTURE ACTIVITIES 36% WHERE SHOULD I GET INFORMATION ABOUT HOW TO ORGANISE A HOLIDAY 37% < 151K INR AC NON -AC 6% 25% HOW TO INTERPRET THIS DATA 36% of Active Considerers said they wanted to know more about how welcoming the locals are 15 16