Each year Tourism New Zealand commissions independent research
to gain a sense of how satisfied our international visitors are
with the holiday experience New Zealand provides.
Making sure that international visitors have an enjoyable
experience is key to the future of the tourism industry. Visitors
that have the experience of a lifetime while on holiday in New
Zealand are more likely to recommend the destination to other
people or return for a second visit themselves.
Conducted annually, the Visitor Experience
Monitor (VEM) provides a benchmark for the New Zealand tourism
industry from which to improve the experiences it offers
Visitors from China rated their holidays 8.8 out of 10 on average
which is on par with last year.
Visitors from China were most satisfied with the New Zealand
environment and their experiences with i-SITES, both of which are
rated 9.2 out of 10. Safety while in New Zealand also scored highly
at rated 8.9 out of 10. The area where Chinese visitors were least
satisfied was food and beverage which was given an average rating
of 8.2 out of 10. The low score food and beverage received was
primarily led by price (7.1 out of 10) rather than quality (8.1 out
In terms of determining overall satisfaction, activities are the
most important components of a visit for all the Asian markets of
Japan, Korea and China, making up 34 per cent of overall
satisfaction. The next most important determinants of overall
satisfaction were the environment at 22 per cent of overall
satisfaction and accommodation which made up 18 per cent. This is a
significant change to last year where it was experiences of
i-SITES, and food and beverage that were the second and third more
important determinants of satisfaction.
Chinese visitors have high levels of interest in a large number of
activities but are not converting interest into participation due
to a shorter than average stay and a greater likelihood of using
For further information on the China market download the China VEM market