Increasing the value of international visitors to New Zealand
Tourism New Zealand works closely with the wider New Zealand tourism industry to ensure strong economic outcomes
for New Zealand. The outputs delivered by Tourism New Zealand contribute to this high level outcome; success is also
influenced by variables that are outside both Tourism New Zealand’s and the wider tourism industry’s control.
The number of visitors to New Zealand and the amount they spend depends on a range of variables, these include:
Tourism New Zealand’s marketing activities.
The marketing activities of competing destinations and the efforts of other national tourism offices.
The relative strength of the New Zealand brand.
The impact of significant natural events both in New Zealand and in target markets.
Exchange rates and the general economic conditions in countries of origin.
Airline scheduling decisions, seat capacity on air routes and ticket pricing.
Strategic priority one: Grow a portfolio of markets that drives current opportunities and creates
future market positions
To ensure that international visitors deliver the maximum possible value for New Zealand, Tourism New Zealand takes a
market and segment portfolio approach that considers a number of global trends. As such, sustainably growing tourism
over time means targeting both mature and emerging markets, and establishing new higher value segments within the
Tourism New Zealand delivers activity to grow the value to New Zealand from a prioritised portfolio of visitor markets. A
future-focused position is taken by investing in selected emerging markets to assist these countries to realise potential
value in the medium- to long-term.
Tourism New Zealand’s market prioritisation is outlined below and reflects the value of current opportunities and, in the
case of emerging markets, future opportunities. The portfolio approach seeks to maintain strong outcomes in the present
while preparing a long-term position for New Zealand that reduces reliance on the largest markets by continuing to
develop a balanced portfolio.
Priority One markets:
Australia, China and the USA
Priority emerging markets:
Priority Two markets:
UK, Germany and Japan
Priority Three markets:
Peninsular South East Asia, France, Rest of Europe, Korea, Canada
Visitor numbers from Australia are the single biggest contributor to peak season demand. Much greater focus was
therefore applied to marketing travel in the shoulder seasons for activities. Other markets that lend themselves well
to promotion of New Zealand shoulder season include India where numbers already peak in May, and Indonesia where
visitors numbers peak in July/August.