Activity Six: Communicate and engage with New Zealand’s tourism industry to
align industry investment with Tourism New Zealand areas of focus
Tourism New Zealand is deeply connected with the New Zealand tourism industry, engaging with and listening to
operators throughout the country to ensure alignment of market needs, marketing programmes, and visitor offerings.
Key activities include:
Publications, including the regular delivery of e-bulletins and research reports.
Tourism New Zealand’s corporate website(tourismnewzealand.com
), which provides the industry with timely
information on recent activity, information on events as well as providing access to research and market analysis.
Speaking engagements, including industry presentations at conferences and seminars that update industry members
on changes within the global industry and the consequences these will have within the New Zealand tourism market.
Producing Chinese language visitor information (through the China Market Development Unit): designed to increase
China visitor knowledge, including the rights and protections they have.
Working with other parts of Government to identify opportunities to work together in areas where interests overlap.
Our industry communication, engagement and relationship building activity aligns with the Tourism 2025 framework, in
particular the themes:
Drive value through outstanding visitor experience through working with Government to improve visitor facilitation
e.g. visa and border processes.
Insight through providing channels to distribute and receive market insight with, and from, the wider industry.
Link with Tourism New Zealand strategic priorities
Tourism New Zealand’s activity in this area is primarily aimed at achieving priority five:
Optimise delivery capability.
Tourism New Zealand’s specific work in addressing the quality issues faced by the China market also contributes
to the achievement of priority three:
Focusing marketing activity on clearly defined higher value visitors.
Activity Six: Communicate and engage with New Zealand’s tourism industry to align industry
investment with Tourism New Zealand areas of focus
Stakeholder engagement through
presentations at both industry
and Tourism New Zealand
at least 40 industry
across the year
Tourism New Zealand
communications (website /
e-newsletter / webinars etc.)
add value to tourism industry
85% of surveyed
stakeholders rate TNZ’s
communications as very
good or excellent
Tourism New Zealand
performance as a National
Tourism Organisation adds value
to tourism industry stakeholder
80% of surveyed
rate TNZ’s performance
as very good or excellent
Includes roadshows delivered by the chief executive and/or chair of Tourism New Zealand and presentations given by Executive Leadership Team to
New Zealand industry e.g. roadshows/conferences