YE June 2015
YE June 2016
YE June 2017
Improve employee engagement
Quality information was delivered through the 81-strong i-SITE visitor information network. The number of international
holiday visitors using i-SITEs increased 16.6% in the past year and those visitors who used the network had a higher
overall satisfaction rating of their holiday experience in New Zealand. Technology introduced last year improved
efficiency and allowed visitors to provide real-time customer satisfaction feedback. The system uses the recognised Net
as a measurement, with users giving the network an 87.8% satisfaction rating.
During FY17, Tourism New Zealand undertook the first revamp of the Qualmark certification programme since its
establishment in 1993, maintaining the star grading system for accommodation providers and introducing a new system
of gold, silver, and bronze sustainable tourism awards that assess health and safety, social, economic and environmental
performance (incorporating the previous Enviro Award programme). Under the new membership criteria, tourism
operators have more frequent access to business advice to help them improve their business and raise standards and
performance to meet changing industry needs, legislation and regulations. Nearly half of Qualmark license holders went
through the new assessment process during FY17, with new criteria assessed from the end of October 2016.
During FY17 Qualmark focussed on the development of its refreshed Sustainable Tourism Business criteria, built its
delivery capability through the recruitment of six new Tourism Business Advisors, and increased industry engagement,
with a particular focus on Regional Tourism Organisations. Qualmark had a modest increase in its customer base from
2,003 Licence Holders in June 2016 to 2,013 Licence Holders in June 2017, arresting a number of years of membership
decline (there was a significant increase in Visitor Activities, Service and Transport, however a decline in Motels and
Holiday Parks). Overall Qualmark maintained a Net Promoter Score of 36 throughout this period.
China Market Development Unit
China remains New Zealand’s second-largest international tourism market, with almost 400,000 visitors coming to New
Zealand over the past year. Tourism New Zealand’s China Market Development Unit is tasked with the following activities
to support our goal of increasing visitors from this destination market:
Administering the Approved Destination Status (ADS) programme: this programme licenses New Zealand-based
inbound tour operators and tour guides that cater for the Chinese market, and monitors their conduct, performance
and quality standards. The unit also assesses new applicants, completes regular compliance monitoring and
assessments, and handles complaints and feedback from Chinese group tour visitors.
Administering the Premier Kiwi Partnership (PKP) programme: this aims to increase the proportion of quality visitors
from the China market through providing product development and marketing promotion support to selected
Chinese travel sellers and New Zealand inbound tour operators to reduce the barriers for a higher value exclusive
(mono) New Zealand product.
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.