New French market research helps target activity

Research to help target French travellers actively considering visiting New Zealand is now available to industry.

Since 2008, there has been solid growth in French arrivals to New Zealand. Following the Rugby World Cup 2011, which attracted over 11,000 arrivals alone, Tourism New Zealand elevated France to a Priority three market in its 2012 business plans.

A range of activity has been undertaken over the last two years to build on legacy growth from the RWC 2011 and support the continued growth in arrivals, which were up 1 per cent in 2013.

To help target this activity, new research was undertaken earlier this year. A full copy of the research can be found in our Country and Market research section here.

Key findings include:

  • There are 3.2 million French Active Considerer's (AC's)
  • French AC's tend to be older and wealthier than other long-haul travellers
  • Competing holiday destinations include Australia, Thailand, Vietnam and Tahiti
  • Activities of the highest interest to French AC's are viewing our natural attractions and nature based activities
  • 82 per cent are interested in Whale or dolphin watching, 88 per cent in visiting national parks or geysers, and 83 per cent visiting historic Maori settlements
  • French AC's are high users of digital media - 86 per cent own a laptop, and 70 per cent own smartphone. 87 per cent access the internet at least once a day
  • They are reasonable users of social media, especially Facebook and YouTube amongst the younger age groups.