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
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
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.