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Total international holiday arrivals from Tourism New Zealand’s priority markets are set out in the table below:

Holiday international arrivals by market

Target market

YE 30 June 2015

YE 30 June 2014

YE 30 June 2013

Change 2014/2015

(%)

Priority 1 core markets

Australia

493,488

477,568

541,088

3.3%

China

234,720

177,936

162,912

31.9%

USA

143,248

127,632

110,688

12.2%

Priority 2 core markets

UK

82,368

76,448

73,392

7.7%

Germany

58,256

53,760

44,224

8.4%

Japan

54,528

47,776

49,392

14.1%

Priority emerging markets

LATAM*

15,024

14,080

14,0802

6.7%

Indonesia

10,432

9,360

7,888

11.5%

India

20,128

16,224

14,192

24.1%

Priority 3 markets

France

20,288

18,736

15,872

8.3%

Canada

26,944

26,352

25,456

2.2%

Singapore

29,184

26,816

21,824

8.8%

Malaysia

20,608

18,640

15,392

10.6%

Thailand

11,520

10,704

8,848

7.6%

Korea

41,408

33,776

33,616

22.6%

Rest of world

176,400

187,488

198,464

5.9%

Total - All markets

1,460,608

1,323,296

1,224,288

10.4%

* LATAM includes: Brazil, Mexico, Argentina and Chile

Strategic priority two: Driving preference for visiting New Zealand

Active considerers’ preference for New Zealand as a holiday destination

There are many destinations competing to attract visitors. To achieve the Government’s economic priorities and

contribute to achieving tourism industry outcomes, visitors need to choose New Zealand over other destinations.

Tourism New Zealand utilises resources to target a group of consumers called ‘active considerers (of New Zealand)’.

By definition an active considerer thinks New Zealand is an appealing destination to visit, is seriously considering New

Zealand for their next holiday, names New Zealand within their top five most preferred destinations and would be willing

to spend above a set threshold on their trip (differing by market).

Tourism New Zealand’s focus is on increasing the number of active considerers who consider New Zealand their first or

second most preferred destination, and to grow the incidence of active considerers in emerging markets where New

Zealand does not have such a strong presence. Research indicates over 60 million active considerers exist across the

six tier one and two markets of Australia, China, USA, UK, Germany and Japan, 20 times the number who visit, which

supports the proposition that converting existing interest is a rational priority over growing the ‘pool’ of considerers.

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