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 globally. 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’s activities target a group of consumers called ‘active considerers (of New Zealand)’. An active
considerer thinks New Zealand is an appealing destination to visit, is seriously considering New Zealand for their next
holiday, ranks New Zealand within their top five most preferred destinations and would be willing to spend above a set
threshold on their trip.
Tourism New Zealand’s focus is on increasing the preference of active considerers who rank New Zealand as their first
or second most preferred destination, and to grow the incidence of active considerers in emerging markets where New
Zealand has lower awareness. Tourism New Zealand’s market research indicates more than 80 million active considerers
across the six ‘core’ markets of Australia, China, USA, UK, Germany and Japan. With approximately 30 times more ‘active
considerers’ than annual visitors to New Zealand, Tourism New Zealand’s focus is on converting travel preference to
purchase over growing the ‘pool’ of consumers considering a trip to New Zealand.
To help gauge the impact of marketing activity on active considerers’ preference for New Zealand versus competing
destinations, Tourism New Zealand undertakes regular campaign tracking within core and emerging markets and for
certain special interest categories.
A summary of preference results for the past three years is provided in the tables below and shows that overall the
proportion of active considerers who consider New Zealand their first or second preferred destination has remained
steady across our core markets.
Proportion of active considerers who consider NZ their first or second preferred destination
YE June 2015
YE June 2016
YE June 2017
Priority one core markets
Priority two core markets
Priority emerging markets
One potential driver is the increase in airline connectivity raising consumer awareness of a New Zealand holiday, and in turn, a significant increase
in the incidence of ‘active considerers’ of New Zealand. With increased incidence we have seen a decrease in preference percentage due to the larger