Activity 6: Communicate and engage with New Zealand’s tourism industry to align industry
investment with Tourism New Zealand areas of focus
Tourism New Zealand communications (website/e-
newsletter/webinars etc.) add value to Tourism industry
75% of surveyed stakeholders rate Tourism
New Zealand’s communications as very good or excellent
Qualmark and China Market Development Unit (administering the ADS programme and administering the PKP
Number of ADS ‘spot checks’ and assessments of ADS
Inbound Tour Operators (ITOs)
100 spot checks
4 assessment visits to ADS Inbound Tour Operators
260 spot checks
3 assessment visits
Increase the proportion of guest nights provided by
Qualmark commercial accommodation
Increase from base of 55%
Decrease to 52%
Compliance assessment of PKP Inbound Tour Operators
Assessment of 4 PKP ITOS
Additional monitoring of the China ADS Code of Conduct that governs ADS group tour was conducted during the year
with the aim of ensuring tour guides and operators delivered the best possible satisfaction levels to Chinese visitors.
More Chinese visitors chose longer staying premium style ADS tours during the year and an increasing proportion of
visitors chose free, independent travel style options.
The number of licensed Qualmark businesses remained steady with over 52 per cent of all nights spent in commercial
accommodation spent in Qualmark rated properties. At the beginning of FY15 Qualmark had 2067 licences, and over the
year experienced 192 acquisitions and 189 withdrawals to end FY15 with 2070 licences, less than the target of 2,200.
Resources to undertake the final check were reallocated to conduct additional spot checks as this was deemed to be of a higher priority.