Visitor Satisfaction

Each year Tourism New Zealand commissions independent research to gain a sense of how satisfied our international visitors are with the experience New Zealand provides.

Making sure that international visitors have an enjoyable experience is the 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 us to other people or return for a second visit themselves.

Our satisfaction research looks at which aspects of their New Zealand holiday visitors enjoyed the most. We can use this information to improve the experiences and products we offer to visitors.

Overall Experience
Of our Australian visitors, 92 per cent were highly satisfied with their visit to New Zealand and 98 per cent are likely to recommend New Zealand as a holiday destination. Of those 98 per cent, 83 per cent would be active advocates for New Zealand.

New Zealand delivers extremely well on a number of aspects for Australian visitors, with both natural landscapes/scenery and clean environment averaging a score of over nine points out of a possible 10 for satisfaction. Weather and urban atmosphere show relatively lower satisfaction. These aspects, which can be difficult to influence, need to be taken into context with consideration for the reasons Australians choose New Zealand for an overseas holiday.

The Environment
Nine per cent of Australian visitors said the New Zealand environment exceeded their expectations; 71 per cent thought the New Zealand environment appeared to be managed sustainably.

Planning and Information Sources
Australian visitors make their decision to travel to New Zealand within a relatively short time period, with three quarters of the visitors we sampled making their decision to visit New Zealand six months before their arrival.

Guide books, friends and family, newzealand.com and travel agents are the most used sources of information used by visitors from Australia when choosing and planning their New Zealand holiday.

Guide books and websites become more important once they’ve started planning their holiday.

Accommodation and Transport
Luxury lodges, serviced apartments and boutique accommodation, as well as home-stays and farm-stays, were the most satisfying options amongst the Australian visitors we surveyed.

Rental cars and vans are used most by holiday visitors from Australia with a satisfaction rating of 8.6 points out of a possible 10.

Activities
The following activities are those which Australian visitors describe as highly satisfying, and that are important to a visitor’s overall holiday: