Strategic priority four: Partner widely to activate conversion and marketing reach
Tourism New Zealand has continued to focus on commercial partnerships with aviation, overseas travel sellers, and with Regional
Tourism Organisations (RTOs) to drive preference and conversion-oriented activity. This includes engaging with the New Zealand
tourism industry and overseas travel sellers to enhance their ability to market New Zealand and drive greater conversion.
Partnerships play an essential role within Tourism New Zealand’s activities. They provide opportunities to deliver coordinated
marketing activity packaged with a product that potential visitors can buy, thereby activating opportunities for conversion.
Partnerships also extend Tourism New Zealand’s marketing reach, attracting additional funding by way of cash and in-kind support,
and assist tourism industry partners by allowing them to leverage Tourism New Zealand’s 100% Pure New Zealand marketing
campaign, increasing their own effectiveness.
Tourism New Zealand has developed a trade strategy that enables it to cater for the differences by market and has helped identify
the best partners to work with.
Partnerships with airlines and airports have provided essential foundations for building and sustaining supply-side capacity.
Tourism New Zealand partnerships deliver fully integrated joint venture campaign activity to support filling air capacity both in long
haul and trans-Tasman routes.
Partnerships with Regional Tourism Organisations remain important with a view to promoting regional dispersal and encouraging
visitors to visit multiple regions and stay longer. Partnerships range from high-impact campaigns in Australia through to working
together on broadcast television productions, the international media programme and visiting trade programmes.
Maximising opportunities provided through partnering and working with film productions opens doors to celebrity endorsement
and access to high impact broadcast, social media and other public relations channels not traditionally available to Tourism New
Growth in the number of trade advocates to 4,810 for the year ending June 2017 came from both the number of travel company
advocates and the number of travel agents who are ‘100% Pure New Zealand Specialists’.
The total value of partnership contributions has grown to $27.9m for the year ending June 2017, up from $25.4m for the previous
year. Global agreements with airlines have contributed heavily, as well as partnerships with travel sellers across the globe (e.g.
Flight Centre, STA travel, Auckland International Airport).
Growth in the number of trade advocates and the value of partnership contributions
YE June 2015
YE June 2016
YE June 2017
Growth in the value of partnership contributions
Growth in the number of travel advocates
Strategic priority five: Optimise delivery capability
Tourism New Zealand optimises internal delivery capability by ensuring that it has the appropriate staff and systems
in place. It also assists with industry capability through i-SITE, Qualmark, and Tourism New Zealand’s China Market
Internally Tourism New Zealand has focused on building staff capability and adoption of technology to deliver productivity
and efficiency improvements.
Over the past 12 months the organisation has continued to focus on developing its operational management capability,
health and safety management, and account management.
The employee engagement survey result for the year ending June 2017 was 79% engaged (a slight dip on 81% last year).
Ensuring that the organisation has a work environment that supports employee engagement remains a priority for
management and a programme of review and planning will be undertaken in FY18.