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
Satisfaction with a New Zealand holiday was extremely high among
US visitors in 2011/12. US visitors' satisfaction rating of 9.2 out
of 10 is the highest of all the major markets and only slightly
Visitors from the US were most satisfied with safety and equally
satisfied with the New Zealand environment, rating both of these
components 9.3 out of 10.
The area where US visitors were least satisfied was food and
beverage which was given an average rating of 8.1 out of 10, the
lowest for all markets. The low score for food and beverage
received was primarily led by price. Quality of food and beverage
did not seem to be an issue, of which US visitors rated relatively
In terms of determining overall satisfaction, activities had the
largest bearing for US visitors with this component making up 37
per cent of overall satisfaction. The next most important
determinant of overall satisfaction was the New Zealand environment
which makes up 24 per cent of overall satisfaction, up from 21 per
cent last year.
Price was the main cause of dissatisfaction, with small decline in
satisfaction ratings across all areas other than activities.
For further information on the US market download the US VEM market