Franz Josef Glacier

newzealand.com

visitor experienceMarket information about our Visitors and our Active Considerers

PAST VISITORSHISTORIC VIEW

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Past Visitor ResearchThis 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.

ACTIVE CONSIDERERSFUTURE VIEW

AUS 1,467K

40%

GERMAN 104K

3%

CHINA 408K

11%

JAPAN 102K

3%UK 246K

7%

USA 320K

9%REST OF WORLD

28%

TOTAL ARRIVALSYE SEPTEMBER 2017

Active Considerer ResearchAn 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.

UK

6.8MGERMANY

6.4M

CHINA

30.9MJAPAN

6.5MAUSTRALIA

3.3M

USA

27.9M

newzealand.com

Waitomo Caves, Waikato

visitor experienceInternational Tourism’s contribution to New Zealand is significant; visitors spend on average around $40million every day.

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VISITOR EX

PERIENCE

65

VISITOR EXPERIENCEInternational tourism’s contribution to New Zealand is significant.

Every day, visitors to your community are spending locally: it might be on a bed for the night, a rental car, petrol or maybe a bus ticket; buying meals, snacks and a coffee; visiting a museum or trying a round of golf; maybe hiring a bike for the cycle trails or skis for the slopes. All up, international visitors spend $40million every day – that’s around $3,000 for every New Zealander every year. All the while they are sharing their experiences with friends and family. New Zealand’s unique brand of welcome, our manaakitanga, sets us apart from the rest of the world and delivers an unforgettable experience. That’s why our international visitors give us a 9 out of 10 for satisfaction.

International tourism contributes $40m per day to the New Zealand

economy, roughly $3k for every New Zealander, every year

More than one in ten jobs is directly or indirectly generated by tourism

One in five export dollars is generated by international tourism

TOTAL VISITORS BY MARKETVISITOR PROFILE

The international visitor experience in New Zealand is overwhelmingly positive across a range of measures.

1,442K 399K 323K 229K 105K 102K

NET PROMOTER SCORE EXPECTATIONS OF NATURAL ENVIRONMENT MET OR EXCEEDED

EXPECTATIONS OF NEW ZEALAND EXPERIENCE MET OR EXCEEDED

9/10 94%

76%LIKELY TO RECOMMEND

NEW ZEALAND AS A DESTINATION 98%

OVERALL SATISFACTION OF NEW ZEALAND

EXPERIENCE

Visitors are highly satisfied with their New Zealand experience

Many visitors are likely to become advocates and recommend New Zealand

as a destination to others

Natural landscapes and scenery are the reason that make people want to come to New Zealand, so it’s important we meet or exceed expectations

And we are meeting or exceeding the expectations of New Zealand experience that visitors have

SOURCES: MBIE INTERNATIONAL VISITOR SURVEY MARCH 2017, STATS NZ TOURISM SATELLITE ACCOUNT MARCH 2016, STATS NZ INTERNATIONAL TRAVEL AND MIGRATION MAY 2017

3.6M 1.9M

TOTAL VISITORS

HOLIDAY VISITORS

7 8

VISITOR EX

PERIENCE

87

USA

95%

UK

98%GERMANY

91% CHINA

88% JAPAN

91%

AUS

96%

VISITOR EXPERIENCEOVERALL SATISFACTION

Strong visitor satisfaction is achieved across key markets.

OVERALL EXPECTATIONS

In all major markets expectations are largely met or exceeded.

9/10

OVERALL SATISFACTION OF NEW ZEALAND EXPERIENCE

FOR ALL MARKETS

USA

9.5

UK

9.4GERMANY

8.9 CHINA

8.9JAPAN

8.8

AUS

9.0

EXPECTATIONS OF NZ EXPERIENCE MET OR EXCEEDED IN ALL MARKETS

THERE IS AN OPPORTUNITY IN MARKETS WHERE ENGLISH IS NOT A FIRST LANGUAGE TO LIFT SATISFACTION AND MEET OR EXCEED EXPECTATIONS IN LINE WITH THAT OF ENGLISH

SPEAKING MARKETS

VISITORS FROM THE USA AND UK HAVE THE HIGHEST LEVELS OF SATISFACTION

94%

WORSE THAN

4%

WHEN EXPECTATIONSARE EXCEEDEDSATISFACTION CLIMBSTO 9.5 OUT OF 10

WHEN EXPECTATIONSARE MET SATISFACTIONIS STILL STRONG AT8.9 OUT OF 10

MET

55%

NOT SURE

2%EXCEEDED

39%

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VISITOR EX

PERIENCE

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POTENTIAL VISITORS CARE A LOT ABOUT PERSONAL RECOMMENDATION

Ensuring positive experiences helps create positive word of mouth and sharing,

increasing the likelihood that past visitors will recommend New Zealand to others

NET PROMOTER SCORE(LIKELIHOOD TO RECOMMEND NEW ZEALAND)

Likely to recommend NZ to others score out of 10

Promoters 9-10

Passives 7-8

Detractors 1-6

NPS = Promoters - Detractors

PROMOTERS

PASSIVES

DETRACTORS

1. Spectacular landscapes/ 1. Natural scenery 46%

2. Always wanted to visit 29%

3. Visit friends/family 28%

4. Friends, family or colleague 4. recommendation 27%

5. Somewhere new/never been 4. there before 25%

6. Environmentally friendly image 21%

7. Walking and hiking 16%

8. The Hobbit trilogy movies 14%

76%

80%

86%

70%

69%

88%

60%

visitor experienceNET PROMOTER SCORE

A high net promoter score indicates strong advocacy from past visitors helping to influence potential future visitors.

Visitors from the UK, USA and Australia are our biggest advocates.

AUSTRALIA

USA

GERMANY

CHINA

UK

JAPAN

PROMOTERS PASSIVES DETRACTORS

SPECTACULAR LANDSCAPES/

NATURAL SCENERY

TOP FACTORS INFLUENCING CONSIDERATION OF NEW ZEALAND

#1

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VISITOR EX

PERIENCE

1211

67%

WI-FI

73% 50%

TECHNOLOGY USED WHILE IN NEW ZEALAND

SATISFACTION OF NEW ZEALAND EXPERIENCE - DETAIL (AVERAGE SCORE/10)

VISITORS INCREASINGLY USING INSTAGRAM TO SHARE THEIR #NZMUSTDO EXPERIENCE

SOCIAL MEDIA

SMARTPHONE LAPTOP OR TABLET

NZ’S NATURAL AND BUILT ENVIRONMENT

SENSE OF SAFETY

9.2

9.1

8.8

8.6

8.6

8.6

8.5

8.4

8.3

8.1

8.1

8.0

ACTIVITIES

CUSTOMER SERVICE

SHOPPING

EXPERIENCE AT ISITE

MĀORI ACTIVITIES

ALL ACCOMMODATION

FOOD & BEVERAGE

TOUR GUIDE

COMMERCIAL TRANSPORTATION

PRIMARY ACCOMMODATION

GLOBAL FOLLOWERS OF @PURENEWZEALAND SOCIAL

MEDIA ACCOUNTS

3.8m

Sep 15

Nov 15

Jan 16

Mar 16

May 16

Jul 1

6

Sep 16

Nov 16

Jan 17

Mar 17

May 17

VISITOR EXPERIENCETECHNOLOGY

Sharing experiences with friends, family and social networks plays a big role in word of mouth and advocacy of New Zealand as a destination.

SATISFACTION

Satisfaction is strong across all elements of the New Zealand experience.

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VISITOR EX

PERIENCE

1413

9.2/10

VISITOR EXPERIENCESATISFACTION

Majority of visitors are highly satisfied with their overall New Zealand experience and individual elements of their experience. Where there are issues, cost is a common theme.

Our natural landscapes and scenery are the leading reasons why visitors consider coming here. Visitors’ expectations of our environment are largely met or exceeded.

30%FOOD AND BEVERAGE

Cost, range and quality were the most cited reasons for lower satisfaction

26%ACCOMMODATION

Cost, lack of free internet and poor/old facilities were the most cited reasons for lower satisfaction

20%TRANSPORT

Cost, and inconvenient public transport were cited most as reasons for lower satisfaction

SATISFACTION FOR NATURAL AND BUILT ENVIRONMENT

of visitors rated the New Zealand environment as meeting or exceeding expectations

98%

48% Met

50% Exceeded

2% Worse than

% SCORED BELOW 8/10 FOR SATISFACTION

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VISITOR EX

PERIENCE

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VISITOR EXPERIENCEENVIRONMENT

Visitors rate New Zealand highly for environmental management.

rate New Zealand’s environmental management among the best or ahead of other countries64%

26% Among the best

38% Ahead of most

18% On average

4% Behind others

15% Don’t know

37%COMMERCIAL ACCOMMODATION

63%ACTIVITY AND ATTRACTIONS

39%VISITOR TRANSPORT

53%PUBLIC INFRASTRUCTURE

Visitors rate individual sectors well on environmental management but there remain opportunities to improve and learn from industry best practice.

AMONG THE BEST OR AHEAD OF MOST

17 181817

VISITOR EX

PERIENCE

VISITOR EXPERIENCEMĀORI CULTURE

Māori culture is an integral part of a New Zealand experience for many.

of all holiday visitors claim to have participated in, or experienced an element of Māori culture54%

VISITORS FROM THE UK, GERMANY, CHINA AND THE USA WERE MORE LIKELY TO HAVE A MĀORI CULTURE

EXPERIENCE

See Māori artefacts, art/crafts 31%

Visit a Māori marae 24%

Other Māori culture activity 18%

See Māori art/crafts being created 16%

Eat Māori traditional food 16%

Māori performance 15%

Experience a Māori tradition 12%

notes