On behalf of the Board and Leadership team, we are
pleased to present Tourism New Zealand’s Annual
Report for the past financial year ending June 2016 —
and what a year it has been!
During 2015/16 Tourism New Zealand has broken
records across the board for international inbound
tourism to New Zealand including exceptional numbers
of visitors, levels of expenditure, referrals to travel
partners and industry, and visits to its digital media
sites. The results squarely reflect achievement of the
organisation’s over-arching mission ‘to increase the
value of international tourism to New Zealand’.
For the year ended 30 June 2016 total international
visitor arrivals rose 10.6% to 3.3 million while holiday
arrivals increased by 16.1%. Overall visitor spend
increased by a very pleasing 18% to $10.3 billion.
With these results achieved, the tourism industry
is well on track to surpass the aspirational goal of
$40.1 billion in total tourism revenue, set out in the
industry’s Tourism 2025 growth framework.
Meanwhile, Tourism New Zealand’s customer-facing
attracted 33 million visits
and generated 2.9 million referrals to travel partners
and industry — a huge 35% improvement on 2014/15,
while the number of social media followers rose to
Tourism New Zealand continues to play a pivotal role
in driving demand for international inbound travel
to New Zealand. The organisation has successfully
expanded its geographic focus to new and emerging
markets (India, Indonesia, and Brazil) and its segment
focus to concentrate resources on high net worth
visitors, special interest visitors, and business events
delegates. This expansion of activity has been achieved
as a result of additional funding provided over the
course of the past three years.
The number of international visitors New Zealand
attracts has grown rapidly, however arrival patterns
remain highly seasonal with holiday arrivals in summer
months being typically more than double the level
of winter months. This peak period puts pressure
on physical capacity, labour, publicly owned assets
(ranging from toilet facilities to national parks) and
suppresses the return on capital invested in the
industry over the full year.
Accordingly, over the past year Tourism New Zealand
has begun to shape the timing of demand to grow off-
peak travel periods faster than the growth achieved
in peak/summer months. Among other initiatives,
Tourism New Zealand shifted the majority of its
marketing effort to promote travel during the shoulder
seasons, autumn and spring — to fantastic effect.
While international holiday arrivals remained strongest
over summer 2015/16, combined spring months
(September-November 2015) grew by 17.1% from the
same period in 2015, and autumn months (March-May
2016) saw a further increase of 19.6% on the previous
year. Year on year, combined shoulder period growth
in holiday arrivals was 18.4%, compared to summer
growth of 15.1% (December 2015-February 2016).
Chair and Chief Executive Report
Tourism New Zealand Chair
Tourism New Zealand Chief Executive