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premium Virtuoso; conducting sales missions and

roadshows while also stepping into partnership with

online travel agents like Expedia and Orbitz.

Tourism New Zealand has secured additional funding

for 2016/17 to increase New Zealand promotion and

capitalise on new air connectivity.


Corporate events are now big business for Tourism

New Zealand following its dedicated promotion of

New Zealand as a preferred location for meetings,

incentives conferences and events. More than 70

conference bids were supported with a pleasing 72%

success rate being achieved.

In the final quarter of 2016 Tourism New Zealand (and

its partners Destination Queenstown, Air New Zealand

and Immigration New Zealand) secured at least $50

million worth of incentive business with Amway China

when the company confirmed it will send 10,000 of

its elite sales people to Queenstown in 2018 for five

days. The group will visit in multiple waves of 500 in

autumn 2018.

Work has continued to develop global assets and

itineraries for the promotion of golf, cycling and

walking holidays in New Zealand. Tourism New

Zealand’s support of major sporting events such as

Crankworx, the Round Taupo Cycle Challenge and

NZ Golf Open also provided significant international

media opportunities with journalists from target

markets invited to participate in the events and

experience New Zealand.

Organisational capability and culture

Tourism New Zealand has continued to support the

development of its people and culture through a

number of initiatives.

The end result is that, as an organisation, Tourism

New Zealand continued to be considered a great

place to work. More than 94% of employees took

part in the last employee engagement survey with

81% engagement achieved across Tourism New

Zealand, up three percentage points on last year

and surpassing the ‘Best Workplaces 2015 All Orgs


Outlook and the challenges ahead

The 2016/17 financial year is set to be another record-

breaker for international inbound tourism to New

Zealand. The full year effects of new air capacity,

continued improvement of economic prosperity in

Asia, New Zealand’s relative safety, and continuous

improvement programmes across all Tourism New

Zealand’s activities all contribute to this assertion.

Recent events such as the Brexit vote may flatten

prospects from the UK, but the Lions tour is likely to

overwhelm any immediate market softness.

With demand for travel continuing to be predicted as

very strong over 2016/17 summer, Tourism New Zealand

will step up its efforts to grow shoulder travel periods

and encourage greater distribution of visitors to lesser

visited and congested regions.

It is the final year of the organisation’s current four-year

marketing strategy and a key deliverable for the year

will be the new strategy to guide Tourism New Zealand’s

priorities through until the end of FY21.

Thanks and acknowledgements

This year the Board of Tourism New Zealand welcomed

the re-appointment of Deputy Chair Richard Leggat

and Board members Jamie Tuuta and John Thorburn

each for an addition three-year term. The Board also

welcomed the appointment of Raewyn Idoine on an

initial three-year term.

On behalf of the Board and Leadership team we would

like to thank all of our people for their exceptional work

over the past year and their ongoing commitment to

our mission — increasing the value to New Zealand of

international visitors.

Chair’s Note:

As the FY16 Annual Report went into

publication Chief Executive Kevin Bowler announced his

departure from Tourism New Zealand after almost seven

years in the role. During his tenure, Kevin reinvigorated

the way the country is marketed, delivering significant

value to the economy through the use of targeted digital

media channels. He and his team have subsequently

presided over some of the most extraordinary growth

the industry has ever seen with visitor spend rising 18%

to $10.3 billion in the past 12 months alone. On behalf

of the Board we wish to thank Kevin for his work and

commitment to success and wish him all the very best.