international visitor arrival and stay-day figures released
last week clearly show that the New Zealand tourism industry, our
economy's second biggest export earner, is performing well and
continuing to grow. Annual arrivals increased by 5.4 per cent
year-on-year with a total of 2.64 million visitors. These arrivals
in turn generated a total of 50.9 million stay-days, an increase of
1.4 per cent for the year.
Over the past year the markets that Tourism New Zealand has
identified as offering the greatest potential for value and growth
have continued to perform well. Australia, which accounts for 45
per cent of total arrivals, increased 5.8 per cent for the year
ending June, while China was up a staggering 33.3 per cent for the
This is not as a result of coincidence or good luck.
Considering the combination of natural disasters and economic
challenges we've been battling over the last few years, these
numbers are as a result of clearly targeted marketing efforts, of
working in partnership and of leveraging the opportunities we have
before us. They also clearly demonstrate the resilience of the
There is no avoiding the impact of the global financial crisis on
the USA and European markets and the massive effect that is having
on travel patterns globally. However, I am confident we have the
right strategic approach to market New Zealand as an international
visitor destination - and we are on track to continue to deliver
value to the industry and the wider economy.
First and foremost is because we have a well recognised and
established campaign platform in 100% Pure New Zealand. Some 13
years after its launch, 100% Pure New Zealand is perhaps the
world's most well-respected tourism campaign. It continues to be
central to our marketing activity and is used in all of our
international marketing work across advertising, events,
international Public Relations and online marketing.
While our marketing methods continue to evolve, our core message
remains consistent making it the key contributor to the success of
New Zealand being one of the most enduring and desirable
destinations in the world.
And it delivers. We know from our Active Considerer Monitor and
annual Visitor Experience
Monitor (VEM) research that people continue to respond well to
the campaign - our messaging and activity is effective at
telling the story of destination New Zealand and at compelling
people to travel. We also know that the experience travellers have
once here not only meets the expectations built by 100% Pure New
Zealand, but often exceed them. Overall visitor satisfaction sits
at 8.9 out of 10.
Our marketing of New Zealand as an international visitor
destination is strategically focused on those potential travellers
who are already actively considering New Zealand as a destination -
all our efforts go into converting the "likely" traveller into an
Through specific research in each target market, we know a great
deal about this audience. As a result we tailor each and every
marketing message to their interests and priorities.
However, as every good business person knows, demand is just one
half of the equation. Without supply - be it inbound air capacity,
quality product or a range of unique experiences, opportunities
will go unrealised.
A lot has been said recently about the benefits to be gained by
working in partnership - a sentiment that I subscribe to
wholeheartedly. Our marketing reach and effectiveness improves some
three-to-five times when we work with others, rather than going at
it alone. In the past year we have attracted $25M worth of third
party funding to help us promote New Zealand.
As we enter a new financial year, many of the challenges remain
but there are also new opportunities. By maximising the strengths
we have in our 100% Pure New Zealand campaign, and our ability to
work together, I am confident that the industry will continue to
capture growth in visitor value.
Find information about TNZ's key target markets or to read latest
tourism news see here.