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Strategic Priority

Primary related activities

1. Grow a portfolio of markets that drives current opportunities and

creates future market positions

Activities 1,2, 3, 4, 5

2. Drive preference for visiting New Zealand

Activities 1, 2, 5

3. Focus marketing activity on clearly defined higher value visitors

Activities 1, 2, 4

4. Partner widely to activate conversion and extend marketing reach Activities 1, 2, 3, 4

5. Optimise delivery capability

Activity 6

Figure 1: Tourism New Zealand’s strategic objectives framework

Overall objective — Tourism New Zealand’s end goal

To boost New Zealand’s economy by growing the value of international tourism

Tourism New Zealand’s strategic priorities

How Tourism New Zealand will achieve its end goal

Grow a portfolio of

markets that drives

current opportunities

and creates future

market positions

Drive preference for

visiting New Zealand

Focus marketing

activity on clearly

defined higher value

visitors

Partner widely to

activate conversion and

extended marketing

reach

Optimise delivery

capability

Tourism New Zealand’s activity

Deliver key visitor

messages through

the 100% Pure

New Zealand

campaign activity

Deliver key visitor

messages through

third parties

such as media,

opinion leaders

and broadcast

production

Partner with the

travel industry to

convert interest

in New Zealand

into travel and to

extend marketing

reach

Inform and inspire

global travel

sellers to assist

them to market

New Zealand

Deliver inspiring

and informative

information for

potential visitors

Communicate and

engage with NZ’s

tourism industry

to align industry

investment with

TNZ’s areas of

focus

New Zealand’s success in attracting international visitors in recent years resulted in significant growth in both the number

of holiday arrivals and stays days

1

. A considerable portion of this growth fell in shoulder seasons.

1

Visitor arrivals to New Zealand numbered 3.65 million for the 12 months ending 30 June 2017, the highest ever annual total and 10.2% higher than the

prior 12 months (source: International Travel and Migration, Statistics New Zealand)

19