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Active visits: A visit where the visitor interacts with the site’s content or functionality.

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Referrals: The number of people who, once drawn to

newzealand.com

from paid search or display digital activity, are then delivered to an operator or

partner site where travel/experiences can be purchased.

Activity Five: Deliver inspiring and informative information for potential visitors

Tourism New Zealand’s consumer website,

newzealand.com

, performs a dual role. One is as a marketing tool to convert

active considerers’ preference for New Zealand into actual travel. The second is to enable visitors to engage with one

another and with travel sellers to source information and advice.

Tourism New Zealand’s consumer website,

newzealand.com

, achieved record volumes in FY17 as a result of increased

digital marketing activity in Tourism New Zealand’s priority markets, strong organic search performance and targeted

user experience improvements.

Key activities included:

Creation and delivery of an integrated content programme to ensure active considerers are reached and engaged.

A focussed test and learn program to optimise the landing experience on

newzealand.com

for digital marketing

campaign activity.

The continued delivery of features and experiences specifically designed to optimise the mobile experience for

consumers.

Social media advocacy to inspire others to start dreaming of their own New Zealand holiday.

This work aligns with the Tourism 2025 framework, in particular the strategic theme:

Drive value through outstanding visitor experience through providing high quality information and service for

international visitors to New Zealand.

Link with Tourism New Zealand strategic priorities

Tourism New Zealand’s

newzealand.com

activity is primarily aimed at achieving priority two:

Drive preference for visiting New Zealand.

Activity Five: Deliver inspiring and informative information for potential visitors

Measure

Target

Performance

Status

newzealand.com

Number of total visits to

newzealand.com

26.0m

41.1m

Achieved

Number of ‘active visits’ to

newzealand.com

24

11.5m

18.9m

Achieved

Number of referrals to industry via

newzealand.com 2

5

4.4m

6.3m

Achieved

Percentage of people who are more

likely to visit New Zealand as a result of

their visit to

newzealand.com

75%

79%

Achieved

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