China Korea Singapore Japan David Craig GM Asia Contents What we see Focus on value China Issues and opportunities Driving value in China Focus on FIT Tier 1 cities Special interest golf ID: 605421
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ASIAN MARKETs
China, Korea, Singapore, Japan
David Craig – GM AsiaSlide2Contents
What we seeFocus on value
China: Issues and opportunitiesSlide3Driving value in China
Focus on FIT
Tier 1 citiesSpecial interest – golfBusiness EventsSlide4How?
Advocacy strategy
Leverage the best of old and new mediaEncourage the Chinese to tell our storyAdjust PKP programmeBeef up BeijingRelationships/partnershipsSlide5The New Zealand brand is strong
Respite
“We yearn for this country – it’s a spacious land with few people”Harmony “It’s a harmonious relationship – it’s only decades old really but there is no conflict”Trust“We have different cultures but we are close – we trust them” Slide6But popularity brings risk
Seasonal peaks and over-crowding
Driver safetyGuide qualityRising expectationsSlide7Holiday Arrivals – Jan to Jul 14
Source: Statistics New Zealand – International Travel and Migration
Jan-Jul 13Jan-Jul 14
+ 10%Slide8Tourism Law – Impact in 2014
Number of Tourists
Source: Statistics New Zealand – Travel and Migration Statistics
Immigration New Zealand – Visa ApprovalsSlide9China Holiday Stay Days: Jan – Jul 14
Jan-Jul 14
Jan-Jul 14Source: TNZ InsightsSlide10
Length of Stay in New Zealand - Holiday
Source: Statistics New Zealand – International Travel and MigrationSlide11Length of Holiday in New Zealand - July
Source: Statistics New Zealand – International Travel and Migration
7.1 Days8.5 DaysJuly 2013
July 2014Slide12Airline news
China Eastern to launch high season charter service from Shanghai to Auckland in December
China Southern up to ten flights weekly from October China Air to introduce three flights weekly from Taipei to Christchurch via Sydney Slide13Encouraging signs from Japan
Visitor growth: 77k, +4%
Committed to a two segment strategy to ensure long-term healthSenior Nature LoversYoung AdventurersPreference levels increasingAdditional airline capacity – Air NZ +30% in FY15Slide14
And from Korea…
Visitor numbers: 53k, +6%Demonstrated the value of high impact, TV-led PR Daddy, where are you going?A focus market for new regional Premium ManagerKorean Air increase to 747 daily serviceSlide15The SQ/Air NZ alliance
Visitor numbers from Singapore: 45k, +18%SQ daily A380 confirmed for Auckland route from October 27
thAir New Zealand targeting flights from early January 2015