Visitor Experience Monitor - South East Asia

Last Updated on: 9 October 2012

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.

South East Asia Summary

Satisfaction levels of visitors from South East Asia dropped for the 2011/12 year, rating their holidays 8.3 out of 10 on average.  This is against an overall visitor satisfaction rating of 9.0, a slight increase on last year but a level which has remained constant for the third consecutive year. 

South East Asian visitors were most satisfied with the New Zealand environment (rated 8.7 out of 10), the activities they did in New Zealand (rated 8.3 out of 10) and their safety while in New Zealand (also rated 8.3 out of 10). Being most satisfied with the environment is consistent with overall satisfaction levels of visitors.

The area where South East Asian visitors were least satisfied was food and beverage which was given an average rating of 7.3 out of 10. This is well behind the overall average due to lower satisfaction with all aspects, and particularly with the price which was rated 6.5 out of 10.

In terms of determining overall satisfaction, activities make up 34 per cent. The next most important determinants of overall satisfaction were environment which made up 22 per cent and accommodation which made up 18 per cent. Apart from activities which have remained consistent two years running, the determinants of overall satisfaction for South East Asian visitors have changed in the past year.

For further information on the South East Asian market download the South East Asian VEM market summary below.