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Activity 6: Communicate and engage with New Zealand’s tourism industry to align industry

investment with Tourism New Zealand areas of focus

Result/measure

Performance

Status

Quality

Tourism New Zealand communications (website/e-

newsletter/webinars etc.) add value to Tourism industry

stakeholders’ activities

Target:

75% of surveyed stakeholders rate Tourism

New Zealand’s communications as very good or excellent

85.75%

Achieved

Qualmark and China Market Development Unit (administering the ADS programme and administering the PKP

programme)

Result/measure

Performance

Status

Quantity

Number of ADS ‘spot checks’ and assessments of ADS

Inbound Tour Operators (ITOs)

Target:

100 spot checks

4 assessment visits to ADS Inbound Tour Operators

260 spot checks

Achieved

3 assessment visits

Not achieved

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Increase the proportion of guest nights provided by

Qualmark commercial accommodation

Target:

Increase from base of 55%

Decrease to 52%

Not achieved

Quality

Compliance assessment of PKP Inbound Tour Operators

(ITOs)

Target:

Assessment of 4 PKP ITOS

Nil assessments

Not achieved

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.

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Resources to undertake the final check were reallocated to conduct additional spot checks as this was deemed to be of a higher priority.

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