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The total number of holiday stay days for the year ending June 2016 was 23.67 million, an increase of 15.2% compared to

the previous year.

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 2016

YE 30 June 2015

YE 30 June 2014 Change 2015/2016

(%)

Priority One markets

Australia

537,152

493,488

477,568

8.85%

China

307,504

234,720

177,936

31.01%

USA

160,992

143,248

127,632

12.39%

Priority Two markets

UK

91,344

82,368

76,448

10.90%

Germany

67,584

58,256

53,760

16.01%

Japan

65,328

54,528

47,776

19.81%

Priority emerging markets

LATAM*

20,416

15,024

14,080

35.89%

Indonesia

12,000

10,432

9,360

15.03%

India

24,576

20,128

16,224

22.10%

Priority Three markets

France

24,896

20,288

18,736

22.71%

Canada

30,784

26,944

26,352

14.25%

Singapore

35,984

29,184

26,816

23.30%

Malaysia

26,832

20,608

18,640

30.20%

Thailand

13,808

11,520

10,704

19.86%

Korea

53,488

41,408

33,776

29.17%

Rest of world

223,008

176,400

187,400

26.42%

Total — All markets

1,695,696

1,460,608

1,323,296

16.10%

* 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 uses 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 more than 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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