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 Canadian visitors, 95 per cent are highly satisfied with their New Zealand experience and 99 per cent would recommend the country to their friends, family and colleagues. Of those 99 per cent, 90 per cent would be active advocates for New Zealand.

New Zealand delivers extremely well on a number of aspects for Canadian visitors with natural landscapes and scenery, clean environment, sense of safety and friendly people averaging over nine points out of a possible 10 for satisfaction. Weather, roads and urban atmosphere show relatively lower satisfaction, though these aspects still score eight points out of a possible 10.

The Environment
Nearly three quarters (72 per cent) of our visitors from Canada said the New Zealand environment exceeded their expectations. 84 per cent thought the New Zealand environment appeared to be managed sustainably.

Planning and Information Sources
Over half (53 per cent) of Canadian visitors make their decision to travel to New Zealand six months prior to arrival.

The two most-used sources of information for choosing and planning a New Zealand holiday are travel guides and friends/family, with travel guides becoming more important once in the planning phase.

Accommodation and Transport
Backpackers/hostels and hotels were the main types of accommodation used by Canadian visitors.

Rental cars/vans, ferries and domestic flights are the most used modes of transport by Canadian visitors

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