Visitor satisfaction with New Zealand remains high

Tourism New Zealand's Insights team have pulled together a great new infographic showing how international visitors rate their experiences in New Zealand.

The infographic is based on research pulled from the Ministry of Business, Innovation and Employment's (MBIE) International Visitor Survey (IVS) which provides information on the characteristics, behaviour and expenditure of international visitors.

You may remember the Visitor Experience Monitor research which was an independent survey of 4,500 holiday and VFR travellers undertaken annually by Tourism New Zealand. Under the new approach many of these questions are now incorporated into MBIE's IVS which surveys around 9,800 international visitors per year.

The infographic - which looks at data for the year ended June 2014 - shows some really encouraging insights into our international visitors. Overall international visitors rated their experience in New Zealand 8.9 out of 10 with 95 per cent of respondents saying their holiday in New Zealand met or exceeded their expectations.

The infographic also looks at a net promoter score card for New Zealand's tourism industry. The Net Promoter Score (NPS) measures the likelihood of international tourists recommending New Zealand to others. New Zealand's tourism NPS is based on the questions "how likely are you to recommend New Zealand as a holiday destination to others?" - where an answer of 0 means not at all likely to recommend and 10 means extremely likely to recommend.

This is a model we will be focusing more and more on at Tourism New Zealand as a model of mapping out visitor's satisfaction. The score is calculated by taking the percentage of customers who are Promoters and subtract the percentage who are Detractors. It is encouraging to see that New Zealand has a total NPS of 71 per cent - by global standard this is great result. For example we are up there with Apple which was rated a 78 in 2013 by its customers.

When you start to drill down by market it is interesting to see that some of our traditional markets rate higher such as the UK (86 per cent), US (81 per cent), Germany (78 per cent) while some of our Asian markets including Japan (60 per cent), India (62 per cent) and South East Asia (62 per cent) are slightly lower.

I will be talking more about this at our next round of roadshow sessions scheduled for early June, along with the flow on effects of this research for industry - as we work on improving visitor experience so that they return home being more likely to recommend New Zealand to others.

These sessions will also be an opportunity to hear about the latest evolution of the 100% Pure New Zealand campaign, to be launched across the globe 1 July 2015.

The infographic is a great tool that you're welcome to use - you can check out and download the infographic on our website here

Kevin Bowler

Chief Executive