Partnerships play an essential role within Tourism New Zealand’s activities. They provide opportunities to deliver coordinated
marketing activity packaged with a product that potential visitors can buy, thereby activating opportunities for conversion.
Partnerships also extend Tourism New Zealand’s marketing reach through attracting additional funding by way of cash
and in‑kind support, and assist tourism industry partners by allowing them to leverage Tourism New Zealand’s 100%
Pure New Zealand marketing campaign, increasing their marketing effectiveness.
Partnerships with airlines and airports have provided essential foundations for building and sustaining supply-side capacity.
Tourism New Zealand partnerships deliver fully integrated joint venture campaign activity to support filling air capacity both
in long haul and trans-Tasman routes.
Partnerships with Regional Tourism Organisations remain important with a view to promoting regional differentiation
thereby maximising visitor value outcomes for New Zealand by encouraging visitors to visit multiple regions and stay
longer. Partnerships range from high impact campaigns in Australia through to working together on broadcast television
productions, the international media program and visiting trade programs.
Maximising opportunities provided through partnering and working with Film Tourism open doors to celebrity endorsement
and access to high impact broadcast, social media and other public relations channels not traditionally available to Tourism
New Zealand. Tourism New Zealand has developed a trade strategy that enables it to cater for the differences by market and
has helped identify the best partners to work with. The organisation has integrated Māori culture and messages within the
trade activity in a way that demonstrates to visitors the diversity and availability of contemporary Māori tourism experiences
in New Zealand.
Growth in the number of trade advocates to 1,577 in FY16 came from both the number of travel company advocates and also
the number of travel agents who are ‘100% Pure New Zealand Specialists’. The total value of partnership contributions has
grown in FY16 to $28.2m from $23.2m the previous year. Global agreements with airlines have contributed heavily, as well as
partnerships with travel sellers across the globe (e.g. Flight Centre, STA travel, Auckland International Airport).
Growth in the number of trade advocates
Growth in the value of partnership contributions
Strategic priority five: Optimise delivery capability
Tourism New Zealand optimises internal delivery capability by ensuring that it has the appropriate staff and systems, and
assisting with the capability of the industry in delivering a superior experience for visitors through Qualmark, i-SITE and
Tourism New Zealand’s China Market Development Unit.
Internally Tourism New Zealand has focused on building staff capability and adoption of technology to deliver productivity
and efficiency improvements.
Over the past 12 months the organisation has continued to focus on developing its operational management capability,
health and safety management, and account management.
The employee engagement survey result in FY16 was 81% engaged, which is a very positive result. Ensuring that the
organisation has a work environment that supports employee engagement remains a priority for management.
Quality information was delivered through the 80-strong i-SITE visitor information network. Visitors who used the network
had a higher overall satisfaction rating of their holiday experience in New Zealand. New technology introduced during the
year improved efficiency and allowed visitors to provide real-time customer satisfaction feedback. The system uses the
recognised Net Promoter Score
as a measurement — a measure that will be rolled out across all i-SITES in the new
Improve employee engagement
Satisfaction of overall tourism experience for
i-SITE visitors exceeds that of non-i-SITE users
9.1/10 for i-SITE
users and 8.9/10 for
At or above 9.0/10 and
above satisfaction levels
of non-i-SITE users
9/10 for i-SITE users,
8.9/10 for non-i-SITE
Net promoter score — used to gauge the loyalty of a customer relationship and their willingness to positively promote the brand.
It serves as an alternative to traditional customer satisfaction research.