Tourism Export Council Conference 27 August 2014 International Market Performance Visitor expenditure to end June Total 11 Holiday 23 Total average spend per visitor 4 Holiday average ID: 605226
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Slide1
Tourism New Zealand
Tourism Export Council Conference –
27 August 2014Slide2
International Market Performance
Visitor expenditure to end
June Total +11%; Holiday +23%Total average spend per visitor +4%Holiday average spend per visitor +14%Total arrivals to end JulyTotal +6%Total visitor stay days +12%Holiday arrivals to end JulyTotal holiday +8%Total holiday visitor stay days +13%Slide3
Growth in arrivals strong across the board with quality
Top six markets
Visitor numbers (Y/E July 2014)
Holiday arrivals
Holiday stay days
Total (000)% trend (YOY)% trend (YOY)% trend (YOY)Australia1,240+4.3+6.1+10.9China243+7.8+8.5+28.2USA212+11.1+15.0+11.5UK194+1.9+3.1+5.9Japan77+3.8-0.7-1.6Germany76+16.1+21.6+24.9Total (all)2,800+5.8+8.4+13.0
Japan back to #5, recovering strongly.Slide4
Source:
MBIE Regional Tourism Indicators – Transactions (not dollars). Excludes cash and Chinese cards
Electronic card expenditure levels trending
positively
ahead of 2010,
but…NI is the strongest, and SI is led by QueenstownSlide5
Continued positive shifts towards quality in China
Source: Statistics New Zealand – Travel and Migration Statistics
Immigration New Zealand – Visa ApprovalsNumber of Tourists-
5
.3%
+68.5%A 5.3% decrease in Chinese shopping tours, a 68.5% increase in Chinese independent holiday tourists.Slide6
China - rising
average length of stay - holiday
Source: Statistics New Zealand – International Travel and MigrationSince the China Travel Law was introduced, average length of holiday stay in New Zealand has increased by one day from 6.5 days to 7.6 days in YE June 2014.Impact of China Travel Law on length of holidaysSlide7
FY14
HighlightsSlide8
Significant year for media exposure
298 IMP files handled
Large scale broadcasts (e.g. Sunrise, Bachelor, James Nesbit, RV Rampage)Delivered $197m in media value.An additional $112m AEV was delivered through the Royal visit, the Hobbit book and travel classics projects.Slide9
Record digital performance
20 editions, 9 languages
18.2 million visits last 12 months (+30%)2.4 million referrals to industry (+15%)Essential New Zealand mobile app90,000 downloads60,000 referrals
Growth of Mobile TrafficSlide10
Building our footprint in emerging markets
New offices and people in Sao Paulo and
JakartaUp-weighted presence in IndiaBuilding our trade relationshipsTrade training >1000 trade sitting modulesTRENZ/famils >40 attendeesNew trade shows attendedSlide11
Building our footprint in emerging markets
Building New Zealand's image
New newzealand.com editions for Brazil, Mexico, Argentina, Chile, Indonesia 100
% Pure New Zealand campaign live in emerging
markets
Strong IMP from each market during FY1415 from Latin America12 from Indonesia plus Farah Quinn16 from IndiaSlide12
Strong momentum behind business events
13
person strong team in place.CAP bids: 39 in FY14.Incentive bids supported: 105 in FY14.MEETINGS: 43 international buyers (x3 v LY).Campaign and online activity in place.Toolbox of resources available. MOU’s signed: AuSAE (Aust), ITA (USA) and CINZ.Infrastructure still limiting bidding opportunities at the ‘big end’.Slide13
…
and in developing the premium sector
Dedicated global team in placeHosted 40 premium travel trade; 28 premium IMP files hostedAttended 10 trade shows (x2 v LY)Royals and Travel Classics Writers Conference gave a good boostNew imagery, assets and campaign in marketWorking in partnership with NZ and offshore travel sellersSlide14
…
along
with special interestSuccessful consumer digital and print campaigns in AU and USA.Still and moving assets developed4 cycle trail videos and autumn imagery to push shoulder season travelUpdated newzealand.com hubs and content.2 golf trade shows attended (China and USA); AU consumer Bike and Lifestyle Show.International golf strategy developed and GTNZ established. Slide15
Upcoming eventsSlide16
The final Hobbit
instalment
Significant global initiativeGlobal promotion that will excite fans and media and cement New Zealand’s position as home of Middle-earth Launched at Comic-con 26 July.150 fans and partners plus 50 media travel to Wellington for a preview of the film with Sir Peter. Broadcast & Media eventsA major travel show to visit in Sept. Slide17
The final Hobbit
instalment
Global Premiere and Pre-ScreeningsNew Zealand will once again be brought to life at the global premiere and pre-screenings will engage offshore travel trade.Air New Zealand partnershipJoint activity with the Airline toMiddle-earth.Slide18
Shifting from
‘locations’ to ‘journey
Middle-earth’Inviting people to experience their own unique journey through Middle-EarthIntroduction of image location into all work‘Journey’ and ‘map’ to carry into development 100% Pure New Zealand campaign in 2015Slide19
And much more …
A massive Chinese reality TV show to air next month
Five agent mega-famils bringing ~600 agents to NZNew air connectivity gains – ANZ/SQ, China Eastern, more ANZ capacityMajor events - co-hosting the CWC, FIFA U20sSlide20
Industry
recognition
Best International Tourism Office2014 Slide21
Thanks