Our Other Websites

TNZ’s investment in emerging markets produces key results

New research shows that Tourism New Zealand's investment in the three priority emerging markets of Latin America, Indonesia and India, is producing key results. 

TNZ's latest infographics show that arrivals from Tourism New Zealand's (TNZ's) three emerging markets, Brazil, India and Indonesia, have increased significantly in the last year.

For the year-ending June 2014 arrivals from India grew 13.3 per cent, Indonesia was up 16.9 per cent and Brazil was up 7.7 per cent.

The positive results reinforce the impact of TNZ's increased investment in these markets. In the last 12 months this has seen TNZ establish teams in Indonesia andBrazil and expand its existing team in India. Alongside launching its 100% Pure New Zealand campaign activity, the organisation has also focused on establishing strong trade relationships, training key travel sellers and attending a range of in-market trade shows.

The new infographics use a range of data sourced from Statistics New Zealand and the Ministry of Business Innovation and Employment since the start of the year.

Key highlights from Brazil include:

  • Brazilian holiday visitors stay an average of 13 days, and cite 'visiting friends and relatives' as their main reason for choosing New Zealand as a holiday destination
  • Brazilians are most likely to visit New Zealand in January.
  • Hotels are their top accommodation choice.
  • 'Walking and Hiking' is their top activity while holidaying in New Zealand.

Key highlights from India include:

  • Indian visitors stay an average of 13 days when here on holiday, which is their main reason for choosing New Zealand as a destination
  • Indians are most likely to visit New Zealand in December.
  • Hotels are their top accommodation choice.
  • 'Walking and Hiking' is their top activity while holidaying in New Zealand.

Key highlights from Indonesia include:

  • Indonesian holiday makers stay an average of 10 days, with their main reason for choosing New Zealand being purely for a 'holiday'.
  • Indonesians are most likely to visit New Zealand in August, which is traditionally our shoulder season.
  • Hotels are their top accommodation choice.
  • 'Walking and Hiking' is their top activity while holidaying in New Zealand.

The release of the research supports TNZ's latest series of industry engagement with the Emerging Markets workshops held in Auckland, Rotorua, Wellington, Christchurch, Dunedin and Queenstown in August. 

The sessions, hosted by TNZ's Trade team, offered insights for tourism operators on how best to capitalise on TNZ's activity and work more efficiently themselves in these emerging markets.

Latin America, India and Indonesia were identified in 2013 by TNZ as part of the organisation's new three-year marketing strategy. Each was considered to hold significant potential for New Zealand in the longer-term, due to their strong economies and subsequent growth in personal spending power.

Read more about our marketing activity in the three emerging markets.