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Our market infographics are drawn from two different sources.
HISTORIC VIEW: Past Visitor ResearchThis 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).
FUTURE VIEW: Active Considerer ResearchAn 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.
FUTURE VIEW OF OUR TARGET
AUDIENCEACTIVE CONSIDERERS
OF NEW ZEALAND
HISTORIC VIEW TOTAL ARRIVALS
YE JUNE 2016
AUS
3.7M
CHINA
26.4M
USA
15.4MJAPAN
4.1M
UK
5.0MGERMANY
5.9M
AUS 1,365K
41%
CHINA 397K
12%
USA 258K
8%
JAPAN 94K
3%
UK 214K
7%GERMANY 91K
3%
REST OF WORLD
26%
NEW ZEALANDUNDERSTANDINGOUR VISITORS
TOURISM
CHINAMARKET SNAPSHOT
CHINA IS OUR SECOND LARGEST TOURISM MARKET. IT IS EXPERIENCING PHENOMENAL GROWTH WITH THE TOTAL VALUE OF VISITORS APPROACHING $2 BILLION.
AVERAGE LENGTH OF STAY
1/9SOURCES: STATISTICS NEW ZEALAND INTERNATIONAL TRAVEL AND MIGRATION;
MBIE INTERNATIONAL VISITOR FORECASTS; MBIE INTERNATIONAL VISITOR SURVEY (HOLIDAY VISITORS); MBIE REGIONAL TOURISM ESTIMATES; SABRE MARKET INTELLIGENCE; IMMIGRATION NEW ZEALAND
PURPOSE OF VISIT
SPEND CONTRIBUTION
VISITING FRIENDS /RELATIVES
44K
BUSINESS
13KEDUCATION
9K
OTHER
21K
CONFERENCES
2K
TOTAL
397K
HOLIDAY TOTAL
$1.316B$1,749B
HOLIDAY STAY DAYS 2.5MTOTAL STAY DAYS 6.7M
HOLIDAYS
8DAYS
ALL VISITORS
17DAYS
HOLIDAY VISITORS
91%
9%
REPEAT VISITORS
FIRST TIME VISITORS
AVERAGE SPEND
HOLIDAY TOTAL
$4,630 $4,903
HOLIDAY
308K
2/9
CHINA HAS BEEN A MAJOR DRIVER OF TOURISM GROWTH, ACCOUNTING FOR 26% OF ARRIVAL GROWTH AND 31% OF HOLIDAY ARRIVAL GROWTH IN THE LAST THREE YEARS.
STRONG GROWTH FROM CHINA SET TO CONTINUE
CHINA ARRIVALS (000)
1,000
800
600
400
200
0
TOTAL UP 34% ON 2014
921K FORECAST BY 2022
HOLIDAY UP 40% ON 2014
TOTAL HOLIDAY
CHINAMARKET SNAPSHOT
2008 2010 2012 202020162014 2018 2022
FREE INDEPENDENT
TRAVELLERS
GROUP VISITORS
61%
39%
HOLIDAY VISITORS
* COMPARED TO LAST YEAR.
GROWTH IN GENERAL VISA APPLICATIONS*38%
GROWTH IN GROUP VISA APPLICATIONS*25%
OVER HALF OF OUR CHINESE HOLIDAY VISITORS ARE INDEPENDENT PROFESSIONALS.
AGE PROFILE HOLIDAY VISITORS
3/9
CHINAMARKET SNAPSHOT
BACKPACKERS 18-24
INDEPENDENT PROFESSIONALS
25-54
ACTIVE BOOMERS 55-74
32%4% 56%
10 40 7020 50 8030 60
YEARS
12,000
10,000
8,000
6,000
4,000
2,000
0
51%
34%
51% ARRIVE VIA AN AUSTRALIAN PORT34% COME DIRECT FROM CHINA9% COME VIA HONG KONG4% VIA SINGAPORE
+64%DIRECT CHINA-TO-NEW ZEALAND AIR CAPACITY IN 2016 VS. 2015
4/9
MAJORITY OF CHINESE HOLIDAY VISITORS COME VIA AN AUSTRALIAN PORT ALTHOUGH DIRECT AIR CAPACITY FROM CHINA TO NEW ZEALAND IS INCREASING SIGNIFICANTLY.
CHINAMARKET SNAPSHOT
PROVINCE OF RESIDENCE
ZHEJIANG 7%JIANGSU 4%SICHUAN 4%SHANDONG 2%LIAONING 2%FUJIAN 2%HUBEI 2%NOT DEFINED 19%
BEIJING 4%SHANGHAI 17%
GUANGZHOU 13%
GUANGDONG 13%
BEIJING 14%
SHANGHAI 16%
OTHERS
SUMMER IS A POPULAR TIME TO VISIT BUT CHINESE VISITOR GROWTH IN THE SHOULDER SEASONS IS VERY STRONG.
KEY TRAVEL PERIOD OF CHINESE NEW YEAR OCCURS DURING OUR SUMMER PEAK
THE CHINESE HOLIDAY VISITOR GROWTH RATE IN SPRING AND AUTUMN SHOULDER SEASONS EXCEEDS THE SUMMER PEAK
30%33%
ARRIVE IN AUTUMN
ARRIVE IN SUMMER
23%
ARRIVE IN SPRING
14%
ARRIVE IN WINTER
5/9
SPRING AND AUTUMN HOLIDAY ARRIVAL
GROWTH VS. LAST YEAR
+41%
SUMMER HOLIDAY ARRIVAL
GROWTH VS. LAST YEAR
+21%
CHINAMARKET SNAPSHOT
OTAGO
CANTERBURY
AUCKLAND
BAY OF PLENTY
WAIKATO
WEST COAST
NORTHLAND
HAWKES BAY
MARLBOROUGH
MANAWATU-WHANGANUI
TASMAN
TARANAKI
GISBORNE
6%<1%
14%3%
<1%<1%
42%4%
<1%<1%
1%1%
5%<1%
3%<1%
16%2%
WELLINGTON10%3%
NELSON
5%<1%
31%11%
59%55%
SOUTHLAND13%2%
42%18%
6/9
AUCKLAND, OTAGO AND THE BAY OF PLENTY ARE THE MOST VISITED REGIONS. AUCKAND AND OTAGO ACCOUNT FOR MOST OF THE SPEND.
2%<1%
VISITATION OVERNIGHT
% OF SPEND
CHINAMARKET SNAPSHOT
7/9
TOP ACTIVTIES FOR CHINESE HOLIDAY VISITORS.
MAORI CULTURAL EXPERIENCE / ACTIVITY 71%
HOT POOLS 43% GEOTHERMAL PARK 67%
SCENIC TOUR BUS OR
TRAIN 43%
FARM / ORCHARD 67%
SCENIC BOAT TRIP 58%
BEACH 71%
NATIONAL PARKS 69%
WALK / HIKE / TRAMP 71%
OBSERVING WILDLIFE 84%
CHINAMARKET SNAPSHOT
ACCOMMODATION STAYED IN
34%
19%
3%
17%
MOTEL / MOTOR INN / SERVICED APPT
FAMILY AND FRIENDS
LUXURY
CAMPING
TRANSPORT USEDTour bus is the most popular option, although the
proportion is down from 53% last year
TOUR BUS 48% PRIVATE CAR 20%
PLANE 38% BUS SERVICE 12%
RENTAL CAR 33% FERRY OR BOAT SERVICE 12%
HELICOPTER 22% COOK STRAIT FERRY 10%
TAXI / SHUTTLE 21% YACHT 10%
8/9
THE MAJORITY OF CHINESE VISITORS STAY IN HOTELS WHILE IN NEW ZEALAND AND TOUR BUSES REMAIN A POPULAR OPTION FOR GETTING AROUND.
CHINAMARKET SNAPSHOT
11%BACKPACKER / HOSTELS
68%HOTEL
Overall, Chinese visitors are highly satisfied with their New Zealand experience - although their satisfaction score is slightly lower than scores from key western markets.
Expectations of New Zealand experience met or exceeded8.9/10 95%61% Met
34% Exceeded
4% Worse
1% Not sure
9/9
THE MAJORITY OF CHINESE VISITORS ARE HIGHLY SATISFIED WITH THEIR NEW ZEALAND EXPERIENCE. THERE IS AN OPPORTUNITY TO EXCEED EXPECTATIONS FOR MORE CHINESE VISITORS.
82% PROMOTERS
13% PASSIVE
4% DETRACTORS 78%
LIKELY TO RECOMMEND NEW ZEALAND AS A
DESTINATION
CHINAMARKET SNAPSHOT
SATISFACTION MEETING EXPECTATIONS
NET PROMOTER SCORE