Every day, visitors to your community are spending locally: it might be on a bed for the night, a rental car, petrol or maybe a bus ticket; buying meals, snacks and a coffee; visiting a museum or trying a round of golf; maybe hiring a bike for the cycle trails or skis for the slopes.

All up, international visitors spend $40million every day – that’s around $3,000 for every New Zealander every year.

All the while they are sharing their experiences with friends and family. New Zealand’s unique brand of welcome – our manaakitanga – sets us apart from the rest of the world and delivers an unforgettable experience. That’s why our international visitors give us a 9 out of 10 for satisfaction.

1,442K 399K 323K 229K 105K 102K

INTERNATIONAL TOURISM’S CONTRIBUTION TO NEW ZEALAND IS SIGNIFICANT.

The Ministry of Business, Innovation and Employment (MBIE) runs the international visitor survey, as part of this survey over 3,700 visitors who were here primarily for a holiday (or here for other purposes with a holiday element) were surveyed on their visitor experience in the year end March 2017.

SOURCES: MBIE INTERNATIONAL VISITOR SURVEY MARCH 2017 STATS NZ TOURISM SATELLITE ACCOUNT MARCH 2016 STATS NZ INTERNATIONAL TRAVEL AND MIGRATION MAY 2017

VISITOR PROFILE

HOLIDAY VISITORSTOTAL VISITORS

TOTAL VISITORS BY MARKET

1.9M3.6M

VISITOR EXPERIENCE

$ $ $ $ $One in five export dollars is generated

by international tourism

International tourism contributes $40m per day to the New Zealand economy, roughly $3k for every New Zealander,

every year

More than one in ten jobs is directly or indirectly generated by tourism

$40M

$3K

THE INTERNATIONAL VISITOR EXPERIENCE IN NEW ZEALAND IS OVERWHELMINGLY POSITIVE ACROSS A RANGE OF MEASURES.

Visitors are highly satisfied with their New Zealand experience

And we are meeting or exceeding the expectations of a New Zealand experience that visitors have

Many visitors are likely to become advocates and recommend New Zealand as a destination to others

Natural landscapes and scenery are the top things that make people want to come here, so it’s important we can met or exceed expectations

OVERALL SATISFACTION OF

NEW ZEALAND EXPERIENCE

EXPECTATIONS OF NATURAL ENVIRONMENT MET OR EXCEEDED

NET PROMOTER SCORE

9.0/10

EXPECTATIONS OF NEW ZEALAND EXPERIENCE MET OR EXCEEDED

94%

98%

VISITOR EXPERIENCE

76%

Overall satisfaction of New Zealand experience

for all markets

9.0/10

USA

9.5

STRONG VISITOR SATISFACTION IS ACHIEVED ACROSS TOP MARKETS.

VISITORS FROM USA AND UK HAVE THE HIGHEST LEVELS OF SATISFACTION

VISITOR EXPERIENCE

UK

9.4GERMANY

8.9 CHINA

8.9 JAPAN

8.8

AUS

9.0

IN ALL MAJOR MARKETS EXPECTATIONS ARE LARGELY MET OR EXCEEDED.

THERE IS AN OPPORTUNITY IN MARKETS WHERE ENGLISH IS NOT A FIRST LANGUAGE TO LIFT SATISFACTION AND MEET OR EXCEED EXPECTATIONS IN LINE WITH THAT OF ENGLISH

SPEAKING MARKETS

USA

95%

EXPECTATIONS OF NZ EXPERIENCE MET OR EXCEEDED IN ALL MARKETS

WHEN EXPECTATIONS ARE EXCEEDED SATISFACTION CLIMBS TO 9.5 OUT OF 10

WHEN EXPECTATIONS ARE MET SATISFACTION IS STILL STRONG AT 8.9 OUT OF 10

EXCEEDED

39%

MET

55%

WORSE THAN

4%

NOT SURE

2%

94%

VISITOR EXPERIENCE

UK

98%GERMANY

91% CHINA

88% JAPAN

91%

AUS

96%

A HIGH NET PROMOTER SCORE INDICATES STRONG ADVOCACY FROM PAST VISITORS HELPING TO INFLUENCE POTENTIAL VISITORS.

POTENTIAL VISITORS CARE A LOT ABOUT PERSONAL RECOMMENDATION

TOP FACTORS INFLUENCING CONSIDERATION OF NEW ZEALAND

Ensuring positive experiences helps create positive word of mouth and sharing, increasing the likelihood that past visitors will recommend New Zealand to others

Spectacular Landscapes/ Natural Scenery 46%Always Wanted To Visit 29%Visit Friends/Family 28%Friends, Family Or Colleague Recommendation 27%Somewhere New/Never Been There Before 25%Environmentally Friendly Image 21%Walking And Hiking 16%The Hobbit Trilogy Movies 14%

76%

NET PROMOTER SCORE(LIKELIHOOD TO RECOMMEND

NEW ZEALAND)

Promoters

Passives

Detractors

Likely to recommend NZ to others score out of 10Promoters 9-10

Passives 7-8Detractors 1-6

NPS = Promoters - Detractors

VISITOR EXPERIENCE

VISITORS FROM UK, USA AND AUSTRALIA ARE OUR BIGGEST ADVOCATES.

Likely to recommend NZ to others score out of 10Promoters 9-10Passives 7-8Detractors 1-6NPS = Promoters - Detractors

IN THOSE MARKETS WITH LOWER NPS SCORES, SHIFTING MORE VISITORS FROM PASSIVES TO PROMOTERS WOULD INCREASE NPS SCORES. THERE ARE VERY

FEW DETRACTORS IN ANY OF OUR TOP MARKETS.

80%

86%

70%

69%

88%

60%

Promoters

Passives

Detractors

AUSTRALIA

USA

GERMANY

CHINA

UK

JAPAN

VISITOR EXPERIENCE

SHARING EXPERIENCES WITH FRIENDS, FAMILY AND SOCIAL NETWORKS PLAYS A BIG ROLE IN WORD OF MOUTH AND ADVOCACY OF NEW ZEALAND AS A DESTINATION.

VISITORS INCREASINGLY USING INSTAGRAM TO SHARE THEIR #NZMUSTDO EXPERIENCE

VISITORS ARE CONNECTED WHILE IN NEW ZEALAND

TECHNOLOGY USED WHILE IN NEW ZEALAND

73%

50%

67%

35,000

30,000

25,000

20,000

15,000

10,000

5,000

0

Sep 15

Nov 15

Jan 16

Mar 16

May 16

Jul 1

6

Sep 16

Nov 16

Jan 17

Mar 17

May 17

SMARTPHONE

WI-FI

LAPTOP OR TABLET

GLOBAL FOLLOWERS OF @PURENEWZEALAND SOCIAL MEDIA ACCOUNTS

3.8M

VISITOR EXPERIENCE

SATISFACTION IS STRONG ACROSS ALL ELEMENTS OF THE NEW ZEALAND EXPERIENCE.

Satisfaction of New Zealand’s natural and built environment is very strong – this is important as it is a key influencing factor in the consideration of New Zealand as a destination

Visitors also feel a strong sense of safety while in New Zealand

SATISFACTION OF NEW ZEALAND EXPERIENCE - DETAIL(AVERAGE SCORE/10)

   NZ’S NATURAL AND BUILT ENVIRONMENT

   SENSE OF SAFETY

ACTIVITIES

   PRIMARY ACCOMMODATION

   CUSTOMER SERVICE

   SHOPPING

   EXPERIENCE AT ISITE

   COMMERCIAL TRANSPORTATION

   MA–ORI ACTIVITES

   ALL ACCOMMODATION

   FOOD AND BEVERAGE

   TOUR GUIDE

VISITOR EXPERIENCE

WHERE THERE ARE ISSUES, COST IS A COMMON THEME.

MAJORITY OF VISITORS ARE HIGHLY SATISFIED WITH THEIR OVERALL NEW ZEALAND EXPERIENCE AND INDIVIDUAL ELEMENTS OF THEIR EXPERIENCE.

FOOD AND BEVERAGECOST, RANGE AND QUALITY WERE THE MOST CITED REASONS FOR LOWER SATISFACTION

ACCOMMODATIONCOST, LACK OF FREE INTERNET AND POOR/OLD FACILITIES WERE THE MOST CITED REASONS FOR LOWER SATISFACTION

TRANSPORTCOST, AND INCONVENIENT PUBLIC TRANSPORT WERE CITED MOST AS REASONS FOR LOWER SATISFACTION

% SCORED BELOW 8/10 FOR SATISFACTION

30%

26%

20%

VISITOR EXPERIENCE

VISITORS’ EXPECTATIONS OF OUR ENVIRONMENT ARE LARGELY MET OR EXCEED.

OUR NATURAL LANDSCAPES AND SCENERY IS A LEADING REASON WHY VISITORS CONSIDER COMING HERE.

Satisfaction for natural and built environment

Of visitors rated the New Zealand environment as meeting or exceeding expectations

9.2/1098%

48% Met

50% Exceeded

2% Worse

VISITOR EXPERIENCE

VISITORS RATE NEW ZEALAND HIGHLY FOR ENVIRONMENTAL MANAGEMENT.

Rate New Zealand’s environmental management among the best or ahead of other countries64%

38% Ahead of most

15% Don’t know

18% On average

4% Behind others

VISITOR EXPERIENCE

26% Among the best

VISITORS RATE INDIVIDUAL SECTORS WELL ON ENVIRONMENTAL MANAGEMENT BUT THERE REMAINS OPPORTUNITIES TO IMPROVE AND LEARN FROM INDUSTRY BEST PRACTICE.

63%

ACTIVITY AND ATTRACTIONS

39%

VISITOR TRANSPORT

37%

COMMERICALACCOMODATION

AMONG THE BEST OR AHEAD

OF MOST

53%

PUBLIC INFRASTRCUTRE

VISITOR EXPERIENCE

MA–ORI CULTURE IS AN INTEGRAL PART OF A NEW ZEALAND EXPERIENCE FOR MANY.

See Ma–ori Artefacts, Art/Crafts 31%Visit A Ma–ori Marae 24%Other Ma–ori Culture Activity 18%See Ma–ori Art/Crafts Being Created 16%Eat Ma–ori Traditional Food 16%Ma–ori Performance 15%Experience A Ma–ori Tradition 12%

Visitors from the UK, Germany, China and USA were more likely to have a

Ma–ori culture experience

of all holiday visitors claim to have participated in, or

experienced any element of Ma–ori culture

54%

VISITOR EXPERIENCE