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Increasing the value of international tourism for New Zealanders

Tourism New Zealand works closely with the wider New Zealand tourism industry to ensure strong economic outcomes

for New Zealand. Success is often 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 depend on a range of variables, including:

Tourism New Zealand’s activities.

The 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.

Major sporting or cultural events.

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 range of global trends. Growing tourism sustainably over the

long term means targeting established, growing and emerging markets; and also developing new, higher-value segments

in each market.

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 realise potential value in the medium- to

long-term (as outlined below). 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


Tourism New Zealand’s target markets

Priority one core markets:

Australia, China and USA

Priority emerging markets

India, Indonesia, Brazil,

Argentina and Philippines

Priority two core markets:

UK, Germany and Japan

Priority three markets:

Korea, Singapore, Malaysia and Canada