This year also saw Tourism New Zealand take full
ownership of Qualmark, the tourism industry’s official
mark of quality. Tourism New Zealand will launch
an evolved Qualmark brand demonstrating a clear
commitment to industry quality, and one that assures
our global consumers that New Zealand organisations
are economically, socially, and environmentally
sustainable in 2016/17.
Tier One Markets
Australia continued to be the country’s number one
source of visitor arrivals with more than 1.3 million
visitors – growth of 6.2% on the previous year. Total
visitor value has now reached $2.5 billion. Activity in
Australia covered the widest range of target consumer
groups and sectors with work delivered to specifically
target ski and cycling holidays, coach touring, and the
continuation of the highly successful North and South
Island touring campaigns run in partnership with New
Zealand regional tourism organisations.
To round off the 2015/16 financial year Tourism New
Zealand placed its largest ever out-of-home media
investment in Sydney to bolster the number of ‘active
considerers’ in the market. Buses, train stations, and
motorway overpasses featured creative advertisements
with Tourism New Zealand’s ‘Every day a different
journey’ campaign imagery during June.
International visitor growth from China accelerated
further with a 26.7% increase in visitor arrivals and
33% increase in total spend. Despite some concern
over a slowing in the Chinese economy, there was no
sign of international travel ex-China slowing and the
February 2016 Chinese New Year was the biggest yet
in terms of visitor numbers. In particular, the growth
in independent travellers was extremely welcomed.
Off the back of Tourism New Zealand’s 2015 success
in leveraging reality show ‘Dad, where are we going?’
the organisation commissioned one of the show’s
stars Huang Lei to join its tourism campaign. Huang
Lei and his family visited the South Island with
images and social media content used to form the
basis of Tourism New Zealand’s Chinese campaign.
Lei's visit alone generated more than 1,280 media
articles and saw 710,000 social followers engage
with his New Zealand content.
Tourism New Zealand’s proactive approach to
visiting driver safety was also most prominent
in the China market with both Huang Lei and
fellow Chinese actor Shawn Dou working with the
organisation to spread the word about safer driving
to their fan followers. Lei and Dou both fronted
separate videos that included messages around safe
driving and generated more than 2.8 million views.
Over the past year the number of arrivals from
the US increased by 10.4% while the expenditure
increased by 12%.
Tourism New Zealand has spent the past year
building on its existing airline partnership with Air
New Zealand and creating new relationships with
American Airlines and United Airlines to capitalise
on the significant increase in air capacity being
offered to the market during 2016/17.
Alongside campaigns to target cycling and youth
visitors, Tourism New Zealand conducted significant
trade marketing campaigns working alongside key
agency consortia like Travel Leaders Group and