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YE March 2014 YE March 2013

YE March 2012 Trend

International tourism expenditure in NZ




Tourism direct contribution to GDP




International tourism as a per cent of total





Tourism full-time employees — direct

94,100 (4.7%)

92,400 (4.7%)

92,500 (4.7%)

Tourism full-time employees — direct and


166,800 (8.3%)

161,400 (8.3%)

159,300 (8.2%)

Total tourism expenditure (incl. domestic)




Tourism's contribution to GST earnings




Strong growth in visitor arrivals and spend for the FY15 period (highlighted in the following sections) provide confidence

that a positive result will be reflected in the next TSA.

Strategic priority one: Grow a portfolio of markets that drives current opportunities

and creates future market positions

To ensure that international visitors deliver the maximum possible value for New Zealand, Tourism New Zealand takes a

market and segment portfolio approach that considers a number of global trends. As such, sustainably growing tourism

over time means targeting both mature and emerging markets, and establishing new higher value segments within the

traveller market.

Tourism New Zealand delivers activity to grow the value to New Zealand from a prioritised portfolio of visitor markets. A

future-focused position is taken by investing in selected emerging markets to assist these countries to realise potential

value in the medium- to long-term.

Tourism New Zealand’s market prioritisation is outlined below and reflects the value of current opportunities and, in

the case of emerging markets, future opportunities. The portfolio developed seeks to maintain strong outcomes in the

present while preparing a long term position for New Zealand that reduces New Zealand’s reliance on Australia and


Priority 1 core markets:

Australia, China and the USA

Priority emerging markets:

India, Indonesia, Latin


Priority 2 core markets:

UK, Germany and Japan

Priority 3 markets:

Peninsular South East Asia, France, Rest of Europe, Korea, Canada

Strong performance recorded in international visitor arrivals across Tourism New Zealand’s

priority markets.

Total international arrivals reached 2,991,854 for the year ending June 2015, an increase of 7.4 per cent compared to the

previous year. Growth was driven by holiday arrivals, which were up 10.4 per cent.