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
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
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.