Our role is to promote New Zealand internationally as a visitor
destination. Tourism marketing is about portraying New Zealand in a
way that fuels the desires of the world's travellers to visit our
shores and ensures New Zealand remains a priority visitor
Tourism New Zealand's Statement of Intent
outlines our roles and responsibilities as a Crown Entity, and our
intentions for the next three years.
The 100% Pure New Zealand campaign showcases New Zealand as fun,
popular and accessible, and focuses on the experiences you as a
visitor can have within the stunning landscapes and awesome scenery
of New Zealand. It is vital when our visitors get here that their
experience reflects what they have been promised by the
Through our research, our work with the New Zealand tourism
industry and involvement in initiatives such as Qualmark and i-SITE, Tourism New
Zealand is able to help deliver on that promise.
New Zealand's target market
In 2010, Tourism New Zealand undertook significant research to
identify those interested in a New Zealand holiday. The research
carried out across 10 countries markets, identified people actively
considering a visit to New Zealand. We call these people 'Active Considerers'. This group has been
defined as the new target audience for New Zealand.
Active Considerers are not just aware of New Zealand and
interested in coming here 'some day'; they already have New Zealand
on their list of preferred future holiday destinations. They are
also aged over 18 and are willing to spend a minimum set amount on
their holiday here. Our desire is to get New Zealand to the top of
The extensive research identified who these people are, what's
important to them, what appeals about New Zealand and what a New
Zealand holiday would look like for them.
The information gathered is being used to tailor New Zealand's
marketing messages to the interests and priorities of this group of
people in each market, with the aim of converting their interest in
New Zealand into purchase of travel.
To download summaries and full research reports for six of New
Zealand's key international tourism markets: Australia, China,
Germany, Japan, the UK and the US click here.
Tourism New Zealand has a dedicated marketing research team that
is continually analyzing visitor preferences, opinions, trends and
behaviour. The data is used to review and inform our campaign
activity and to enable ongoing evolution and focus that reflects
the needs of those travellers who are considering visiting New
Certain aspects of this programme, including our annual Visitor Experience
Monitor, provide valuable insights for the tourism industry
about how it is performing against visitor expectations.
To access some of the results and data available through our
research programme, visit the Markets and Stats section of this
Tourism New Zealand works with the industry to build capability
in a number of key areas and help deliver initiatives that improve
the experiences our visitors have in New Zealand.
Tourism New Zealand is a joint-owner, along with the Automobile
Association of New Zealand, of Qualmark. Qualmark is the New
Zealand tourism industry's official quality accreditation
programme, helping consumers and travel sellers book and buy with
confidence. Tourism New Zealand is committed to raising the profile
of Qualmark through our work on and offshore and is a proactive
advocate for the programme.
We also play a role in the i-SITE Visitor
Information Network, which delivers quality advice and information
to visitors as they travel around New Zealand. The i-SITE New
Zealand team is based in Tourism New Zealand's Wellington office
and has responsibility for managing the i-SITE brand, its
marketing, business systems and ensuring i-SITE centres offer a
consistently high level of service to visitors.
We also get involved in other areas of the industry, wherever we
see the need for greater education and assistance. Tourism New
Zealand staff are closely involved with the development of the New
Zealand cruise industry, are working to resolve some of the quality
issues that the Chinese market faces through our ADS Programme, and
to assist other sectors and regions of the industry with advice and
support as required.