TOURISM JAPAN 94K 3% NEW ZEALAND UNDERSTANDING CHINA 397K 12% UK 214K 7% GERMANY 91K 3% USA 258K OUR VISITORS Our market infographics are drawn from two different sources. HISTORIC VIEW: Past Visitor Research This is information collected about those who have visited New Zealand. This is the source for the Market Snapshot infographics. It is primarily sourced from Statistics New Zealand (International Travel and Migration), and the Ministry of Business, Innovation and Employment (International Visitor Survey). 8% AUS 1,365K 41% FUTURE VIEW: Active Considerer Research An Active Considerer is someone who has New Zealand in the top five of next destination choice. This is the source of information for the Consumer Profile infographics, helping us understand how our target audience sees New Zealand as a holiday destination. REST OF WORLD 26% HISTORIC VIEW TOTAL ARRIVALS YE JUNE 2016 FUTURE VIEW OF OUR TARGET AUDIENCE UK 5.0M USA 15.4M ACTIVE CONSIDERERS OF NEW ZEALAND GERMANY 5.9M CHINA 26.4M JAPAN 4.1M AUS 3.7M USA MARKET SNAPSHOT USA IS OUR THIRD LARGEST MARKET BY VISITOR SIZE AND VALUE. IN RECENT YEARS, THIS MARKET HAS DELIVERED STRONG GROWTH. PURPOSE OF VISIT BUSINESS 21K AVERAGE LENGTH OF STAY CONFERENCES 5K EDUCATION 7K OTHER 13K 14 17 TOTAL DAYS 258K HOLIDAYS VISITING FRIENDS / RELATIVES 161K HOLIDAY VISITORS AVERAGE SPEND REPEAT VISITORS ALL VISITORS HOLIDAY STAY DAYS 2.2M TOTAL STAY DAYS 4.3M HOLIDAY 50K DAYS $5,308 SPEND CONTRIBUTION $1.167B $5,022 $782M 19% 81% FIRST TIME VISITORS 1/9 HOLIDAY TOTAL HOLIDAY TOTAL SOURCES: STATISTICS NEW ZEALAND INTERNATIONAL TRAVEL AND MIGRATION; MBIE INTERNATIONAL VISITOR FORECASTS; MBIE INTERNATIONAL VISITOR SURVEY (HOLIDAY VISITORS); MBIE REGIONAL TOURISM ESTIMATES USA MARKET SNAPSHOT FORECAST GROWTH IN THE NEXT TWO YEARS IS VERY STRONG, SUPPORTED BY INCREASED AIR CAPACITY. 42% GROWTH FORECAST FROM 2015 TO 2017 USA ARRIVALS (000) 500 400 TOTAL UP 10% ON 2014 300 401K FORECAST BY 2022 200 HOLIDAY UP 13% ON 2014 100 0 2008 2009 TOTAL 2/9 2010 2011 HOLIDAY 2012 2013 2014 2015 USA MARKET SNAPSHOT INDEPENDENT PROFESSIONALS ARE THE LARGEST SEGMENT WITH THE MAJORITY AT THE YOUNGER END OF THE 25-54 AGE GROUP. AGE PROFILE HOLIDAY VISITORS 10% 41% BACKPACKERS 18-24 39% INDEPENDENT PROFESSIONALS 25-54 ACTIVE BOOMERS 55-74 5,000 4,000 3,000 2,000 1,000 0 10 3/9 20 30 40 50 YEARS 60 70 80 90 USA MARKET SNAPSHOT MOST USA HOLIDAY VISITORS COME VIA AUSTRALIA. MORE DIRECT SERVICES HAVE STARTED RECENTLY FROM HOUSTON, LOS ANGELES AND SAN FRANCISCO. LOS ANGELES 19% SAN FRANCISCO 19% HONOLULU 6% HOUSTON 4% 40% 42% DIRECT USA TO NEW ZEALAND AIR CAPACITY IN 2016 VS. 2015 +24% CALIFORNIA 23% 4/9 STATE OF RESIDENCE TEXAS 7% NEW YORK 6% FLORIDA 5% WASHINGTON 4% ILLINOIS 4% COLORADO 4% HAWAII 3% MASSACHUSETTS 3% OTHER STATES 41% USA MARKET SNAPSHOT SUMMER IS THE BIGGEST SEASON FOR HOLIDAY ARRIVALS BUT GROWTH IN SHOULDER SEASONS IS VERY STRONG. NEARLY HALF OF USA HOLIDAY VISITORS ARRIVE IN THE SHOULDER SEASONS SUMMER AUTUMN WINTER SPRING 41% 26% 11% 22% SUMMER HOLIDAY ARRIVAL GROWTH VS LAST YEAR 8.6% 5/9 USA HOLIDAY VISITOR GROWTH RATE IN SPRING AND AUTUMN SHOULDER SEASONS EXCEEDING SUMMER PEAK +12.8% SPRING AND AUTUMN HOLIDAY ARRIVAL GROWTH VS LAST YEAR USA MARKET SNAPSHOT AUCKLAND AND OTAGO ARE POPULAR BUT USA TRAVELERS VISIT BETWEEN THREE AND FOUR REGIONS ON AVERAGE. 9% 3% NORTHLAND 56% 30% VISITATION OVERNIGHT % OF SPEND NELSON TASMAN WEST COAST SOUTHLAND 6/9 24% 2% 26% 6% WAIKATO 1% 1% 31% 6% 7% 2% 1% <1% TARANAKI MANAWATU-WHANGANUI AUCKLAND 11% 1% 8% 2% 8% 1% 27% 9% 25% 3% 11% 2% 53% 21% OTAGO GISBORNE HAWKES BAY WELLINGTON MARLBOROUGH 38% 12% BAY OF PLENTY CANTERBURY USA MARKET SNAPSHOT TOP ACTIVITIES FOR USA HOLIDAY VISITORS. OBSERVING WILDLIFE 88% BEACH 65% MUSEUM / ART GALLERY 54% GEOTHERMAL PARK 43% GLOW WORMS 43% VINEYARD / WINE TRAIL 40% WALK / HIKE / TRAMP 84% NATIONAL PARK 74% SCENIC BOAT TRIPS 55% MAORI CULTURAL EXPERIENCE / ACTIVITY 61% USA HOLIDAY VISITORS VISIT ON AVERAGE TWO NATIONAL PARKS MOST POPULAR 41% FIORDLAND 23% AORAKI MT COOK 23% MT ASPIRING 7/9 USA MARKET SNAPSHOT USA HOLIDAY VISITORS STAY IN A VARIETY OF ACCOMMODATION TYPES AND SELF DRIVE TRANSPORT OPTIONS ARE WIDELY USED. ACCOMMODATION STAYED IN HOTEL MOTEL / MOTOR INN / SERVICED APPT LUXURY BACKPACKER / HOSTELS FAMILY AND FRIENDS CAMPING 58% 32% 19% 18% 17% 14% TRANSPORT USED SELF DRIVE IS A POPULAR OPTION WITH HALF RENTING A CAR RENTAL CAR 8/9 TAXI / SHUTTLE 52% 47% TOUR BUS COOK STRAIT FERRY PRIVATE CAR 22% 13% 39% TRAIN 12% PLANE 36% HELICOPTER 9% FERRY OR BOAT SERVICE 33% CAMPERVAN 8% BUS SERVICE 23% USA MARKET SNAPSHOT USA VISITORS ARE HIGHLY SATISFIED WITH THEIR TIME IN NEW ZEALAND AND MANY ARE LIKELY TO RECOMMEND NEW ZEALAND AS A DESTINATION. SATISFACTION MEETING EXPECTATIONS 9.4/10 94% Expectations of the New Zealand experience met or exceed 53% Exceeded 41% Met 7% Worse 0% Not Sure USA visitors have the highest satisfaction score of their New Zealand experience of all our top markets NET PROMOTER SCORE 1% DETRACTORS 9/9 86% LIKELY TO RECOMMEND NEW ZEALAND AS A DESTINATION 87% PROMOTERS 12% PASSIVES
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