Visitor Experience Monitor 2011/12
Tourism New Zealand's annual Visitor Experience Monitor (VEM) is
a survey of 4,566 international tourists who came to New Zealand
for a holiday or to visit friends and family.
The VEM asks how satisfied international visitors are with
different aspects of their New Zealand holiday, and is used to
assess behavioural patterns pre, post and during travel within New
Zealand. For further information on the methodology of the VEM
please visit here.
Conducted annually, the research provides a benchmark for the New
Zealand tourism industry from which to improve the experiences it
The research surveys visitors from nine key markets - Australia, the UK, US, Japan, South Korea, China, Germany, South East Asia and
the Youth market - about
their holiday experiences and whether their trip to New Zealand met
The visitor experience is broken down into seven areas:
accommodation; food and beverage; internal transport; activities;
i-SITE visitor centres; environment; and safety.
Statistical modeling is used to identify which of these aspects
are most important to visitors in terms of determining their
Each area within the VEM is then broken down into more detailed
sub-areas (such as price and quality of service) with statistical
modeling used to identify how satisfied visitors are with these
sub-areas and how important each sub-area is.
Note: The Visitor Experience Monitor employs a different
methodology and different survey techniques to the International
Visitor Survey. The results from the two surveys should not be
Visitors still satisfied in New Zealand
Overall satisfaction with a New Zealand holiday is unchanged at
8.9 out of 10. There has been a slight decrease of...
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.
The following information is a comprehensive summary on Māori culture from Visitor Experience Monitor results from the years 2008 to 2011.
The Visitor Experience Monitor (VEM) is an annual survey of 4,566 international visitors that have visited New Zealand primarily for holiday or to visit friends and relatives (VFR).