Tourism New Zealand’s consumer website,newzealand.com
, achieved record volumes for a single year. This record
digital channel performance in FY15 was a result of increased digital marketing activity in Tourism New Zealand’s priority
markets, strong organic search performance and targeted user experience improvements.
Referrals (industry leads) fromnewzealand.com
did not achieve the target due to two factors. Firstly, a change in
strategy which saw a greater proportion of paid digital advertising directing consumers to travel partner websites instead
. Secondly, the increased proportion of mobilenewzealand.com
traffic which delivers a lower rate of
referral. The overall number of referrals to industry from Tourism New Zealand marketing activity(newzealand.com
direct-to-partner) has increased by 64% year on year and if combined, outperformed the referral target.
Activity 6: Communicate and engage with New Zealand’s tourism industry to align
industry investment with Tourism New Zealand areas of focus
Industry communication, engagement and relationship building
It is important that Tourism New Zealand is completely connected with New Zealand’s tourism operators. This is achieved
by informing, engaging with and listening to the New Zealand tourism industry. The main goal of this engagement has
been to ensure alignment between market needs, Tourism New Zealand’s marketing programmes, and what is offered in
New Zealand. Key activities include:
Publications, including the regular delivery of e-bulletins, webinars and the annual report.
Tourism New Zealand’s corporate website(tourismnewzealand.com
) which provides the industry with timely
information on recent activity, information on events as well as providing access to research and market analysis.
Speaking engagements, including industry presentations at conferences and seminars that update industry members
on changes within the global industry and the specific consequences this will have within the New Zealand tourism
market. These speaking engagements also allow Tourism New Zealand to hear from the industry including any
challenges they are facing or opportunities they have identified.
Working with other parts of Government to streamline processes that facilitate travel for international visitors and
identify opportunities to work together in areas where interests overlap, including working with Education New
Zealand to identify and leverage international education opportunities.
The tourism industry gained insight into changing market dynamics through a number of forums including workshops,
seminars and webinars, providing the industry with opportunities to identify new ways to improve the quality of the
Industry communication, engagement and relationship building activity aligns with the Tourism 2025 framework, in
particular the themes:
Drive value through outstanding visitor experience through working with Government to improve visitor facilitation
e.g. visa and border processes.
Insight through providing channels to distribute and receive market insight with and from the wider industry.
Tourism New Zealand owns 60 per cent of Qualmark New Zealand Ltd. The Automobile Association of New Zealand owns
the remaining 40 per cent. Tourism New Zealand provides funding, governance and some marketing and administration
support for Qualmark.
Qualmark currently issues approximately 2,100 quality licences annually, by offering a star grading system for
accommodation facilities and an endorsement programme for activities, transport and services. To obtain a Qualmark
quality licence, an assessment is undertaken by a trained assessor who measures the quality of operators’ facilities and
business practices. This includes health and safety systems and service systems relating to guest care. Businesses can
also be recognised for excellence in environmental business practices through Enviro accreditation.
Qualmark aligns with the Tourism 2025 framework through the theme:
Drive value through outstanding visitor experience: through providing quality assurance for accommodation facilities
and an endorsement programme for activities, transport and services for international visitors.