On behalf of the Board and Leadership Team, it gives us
great pleasure to present Tourism New Zealand’s Annual
Report for the financial year ending June 2015.
It has been an absolutely stunning year - one that ended
on a high of 28 per cent growth in visitor spend; 7.4 per
cent growth in total arrivals and 10.4 per cent growth in
holiday arrivals. As a result, the industry is well on track
to surpass the international targets for growth set out in
the Tourism 2025 industry strategy. The past summer was
our busiest yet with some regions experiencing significant
capacity constraints at the peak of the high season.
Tourism New Zealand has developed, and now launched,
a new 100% Pure New Zealand campaign. The new edition
of the sixteen-year-old campaign is a departure from the
Middle-earth theme of the past three years that has been
exceptionally successful in connecting New Zealand with
Middle-earth. The new campaign has two main features –
firstly the message focuses on the abundant and diverse
activities that are available for visitors in New Zealand and
how easy it is to get from one activity to another.
The tagline ‘Every day a different journey’ brings this
message to life. The second main feature is a new design
system that introduces a new typeface and 100% Pure
New Zealand logo design, carved from native timber, using
traditional Māori techniques. The new design system is
distinctive and uniquely New Zealand.
Over the past year, significant progress has been made
across the organisation’s digital platforms, that saw more
than ever before, with 24.4
million visits, up 34 per cent year-on-year. Our digital
marketing activity has also delivered 5.4 million referrals
that industry and international travel sellers can convert
into bookings, a 64 per cent year-on-year increase.
Our international media programme hosted some 450
media outlets, achieving around $490 million in equivalent
advertising value while our trade team hosted more than
1,000 international travel trade over the year. All in all, it
has been a significant and successful 12 months.
Partnership work across major activities
Tourism New Zealand delivers its activity from 15 offices
internationally and they target specific sectors and markets
that offer the greatest potential for growth in visitor value.
However, it is by working in partnership that we are able to
deliver to the level we do. It also aligns our work with the
Tourism 2025 strategic framework.
Over the past year an additional $23.2 million was invested
alongside our marketing activity through joint venture
campaigns and other mutually agreed activity. We signed
a second Memorandum of Understanding (MOU) with
Air New Zealand, jointly indicating a desire to invest $20
million a year together, a three-year MOU with Auckland
International Airport for joint marketing in India and a new
two-year MOU with New Zealand Winegrowers Association.
We also delivered our second year of activity under two,
three-year MOUs, one with Singapore Airlines and the
other with China Southern Airlines.
Successful partnerships do not come any better than the
collaboration shown between Tourism New Zealand and
Chair and Chief Executive Report
Tourism New Zealand Chair
Tourism New Zealand Chief Executive