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 from the UK were extremely satisfied with their New
Zealand holidays in 2010/11, rating them 9.1 out of 10 on average.
This level of satisfaction was slightly down on the previous year's
rating of 9.3 out of 10 and was the second most satisfied tourism
market following Germany and USA who both had an overall
satisfaction rating of 9.2 out of 10.
UK visitors were most satisfied with New Zealand's environment
rated 9.0 out of 10, the activities they did while in New Zealand
rated 9.0 out of 10 and i-SITES which also received a rating of 9.0
out of 10. UK visitors were least satisfied with the food and
beverage they received while in New Zealand with a rating of 8.1
out of 10.
Visitors from the UK place a huge amount of importance on the
activities they do in New Zealand with this component of a trip to
New Zealand making up 37 per cent of their overall satisfaction,
down from 42 per cent last year. New Zealand's environment also
makes up a significant amount of their satisfaction at 24 per cent
of overall satisfaction.
The Rugby World Cup 2011 had a positive effect on UK visitors'
interest and participation in city or town based activities. As you
would expect, UK visitors' attendance at a sporting event or
activity increased significantly, up 12 per cent on the previous
year. Subsequently visits to a bar or nightclub also increased
while a number of other urban based activities such as garden
visits and walks in the city were less frequently participated
i-SITE usage by UK visitors remains stable with 56 per cent of
visitors using an i-SITE in the 2011/12 year. Usage of i-SITES
across all visitor markets is at 41 per cent.
For further information on the UK market download the UK VEM market