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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).


FY16 actual

FY16 target

FY15 actual

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

financial year.


FY16 actual

FY16 target

FY15 actual

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

non-i-SITE users

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.