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.
Summary
Visitors from Germany were highly satisfied with their holidays to
New Zealand in 2010/11, rating them an average of 9.3 out of 10.
This level of satisfaction is the second highest of any individual
market and was stable compared to last year's rating.
German visitors were most satisfied with the activities they did
while in New Zealand (rated 9.1 out of 10), their personal safety
in New Zealand (rated 9.1 out of 10) and New Zealand's environment
(rated 8.9 out of 10). German tourists were least satisfied with
the food and beverage they received while in New Zealand (rated 8.0
out of 10) largely due to price related issues.
Visitors from Germany place a huge amount of importance on the
activities they do in New Zealand with this component of a trip
making up 42 per cent of their overall satisfaction. New Zealand's
environment also makes up a significant amount of their
satisfaction at 21 per cent of overall satisfaction.
Unlike other markets the typical profile of a New Zealand holiday
by a German visitor has not changed significantly compared to last
year with only slightly fewer activities being participated in and
usage patterns of transport and accommodation staying the
same.
On average, German visitors stay the longest, visit the most
regions and participate in the most activities, which contributes
significantly to their high levels of overall satisfaction. This
tendency to take longer, more involved visits enhances German
visitors overall satisfaction beyond what would be expected from
the individual components - this positive halo impact on the
overall experience demonstrates the need for each small part of the
experience to work together to deliver a greater overall
experience
For further information on the Germany market download the German
VEM Market Summary below.