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This year also saw Tourism New Zealand take full

ownership of Qualmark, the tourism industry’s official

mark of quality. Tourism New Zealand will launch

an evolved Qualmark brand demonstrating a clear

commitment to industry quality, and one that assures

our global consumers that New Zealand organisations

are economically, socially, and environmentally

sustainable in 2016/17.

Tier One Markets


Australia continued to be the country’s number one

source of visitor arrivals with more than 1.3 million

visitors – growth of 6.2% on the previous year. Total

visitor value has now reached $2.5 billion. Activity in

Australia covered the widest range of target consumer

groups and sectors with work delivered to specifically

target ski and cycling holidays, coach touring, and the

continuation of the highly successful North and South

Island touring campaigns run in partnership with New

Zealand regional tourism organisations.

To round off the 2015/16 financial year Tourism New

Zealand placed its largest ever out-of-home media

investment in Sydney to bolster the number of ‘active

considerers’ in the market. Buses, train stations, and

motorway overpasses featured creative advertisements

with Tourism New Zealand’s ‘Every day a different

journey’ campaign imagery during June.


International visitor growth from China accelerated

further with a 26.7% increase in visitor arrivals and

33% increase in total spend. Despite some concern

over a slowing in the Chinese economy, there was no

sign of international travel ex-China slowing and the

February 2016 Chinese New Year was the biggest yet

in terms of visitor numbers. In particular, the growth

in independent travellers was extremely welcomed.

Off the back of Tourism New Zealand’s 2015 success

in leveraging reality show ‘Dad, where are we going?’

the organisation commissioned one of the show’s

stars Huang Lei to join its tourism campaign. Huang

Lei and his family visited the South Island with

images and social media content used to form the

basis of Tourism New Zealand’s Chinese campaign.

Lei's visit alone generated more than 1,280 media

articles and saw 710,000 social followers engage

with his New Zealand content.

Tourism New Zealand’s proactive approach to

visiting driver safety was also most prominent

in the China market with both Huang Lei and

fellow Chinese actor Shawn Dou working with the

organisation to spread the word about safer driving

to their fan followers. Lei and Dou both fronted

separate videos that included messages around safe

driving and generated more than 2.8 million views.


Over the past year the number of arrivals from

the US increased by 10.4% while the expenditure

increased by 12%.

Tourism New Zealand has spent the past year

building on its existing airline partnership with Air

New Zealand and creating new relationships with

American Airlines and United Airlines to capitalise

on the significant increase in air capacity being

offered to the market during 2016/17.

Alongside campaigns to target cycling and youth

visitors, Tourism New Zealand conducted significant

trade marketing campaigns working alongside key

agency consortia like Travel Leaders Group and