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Pukaki, Canterbury

newzealand.com Market information about our Visitors and our Active Considerers 102K Aoraki/Mt Cook PAST VISITORS 3% HISTORIC VIEW UK 246K 7% newzealand.com 408K TOTAL ARRIVALS YE 2017 11%

GERMAN 104K 3% Past Visitor Research AUS 1,467K This is information collected about those Australia who have visited New Zealand. This 40% is the source for the visitor snapshot infographics. It is primarily sourced from PAST VISITORS (International Travel and Migration), and the Ministry of Business, and Employment. Arrivals from Australia have seen strong USA 320K (International Visitor Survey). REST OF growth in recent years and are forecast 9% Throughout this document, any pages to grow above 3% per annum to 2023. 28% that refer to past visitor research will have a black background like this one.

UK 6.8M CHINA USA 30.9M JAPAN 27.9M 6.4M 6.5M AUSTRALIA ACTIVE 3.3M CONSIDERERS FUTURE VIEW Active Considerer Research An Active Considerer is someone who is considering coming to New Zealand for their next holiday, and New Zealand is one of their top five destinations they would most like to visit. New Zealand commissions ongoing research (Kantar TNS), to understand who these people are, and what their motivations and barriers are; this research is the key information source for understanding our future visitors.

Throughout this document, any pages that refer to Active Considerer research will have a white background like this one.

3 Australia AUSTRALIA | VISITOR SNAPSHOT VISITOR GROWTH TREND PAST VISITORS Australia is our largest market accounting for 40% of total arrivals. Arrivals from Australia have seen strong growth in recent years and Australian visitors spent $2.5b in the past year. are forecast to grow above 3% per annum to 2023.

PURPOSE OF VISIT AVERAGE LENGTH AUSTRALIAN ARRIVALS (000) OF STAY BUSINESS CONFERENCES 190K 41K EDUCATION OTHER 7K 69K

TOTAL 11 10 HOLIDAY DAYS DAYS VISITING 1.47m FRIENDS / 595k HOLIDAYS ALL VISITORS RELATIVES 564K HOLIDAY STAY TOTAL STAY DAYS 6.4m DAYS 14.4m

AVERAGE SPEND PER VISITOR HOLIDAY VISITORS HOLIDAY FIRST $2,519 TIME VISITORS YE SEPTEMBER TOTAL $1,901 TOTAL HOLIDAY VFR

43% 2017-2023 AUSTRALIAN ARRIVALS FORECAST TO GROW AT 3.2% PER ANNUM TO 1.759M TOTAL MARKET CONTRIBUTION SPEND HOLIDAY 57% $1.219b REPEAT VISITORS TOTAL $2.48b

SOURCES: STATISTICS NEW ZEALAND INTERNATIONAL TRAVEL AND MIGRATION; MBIE INTERNATIONAL VISITOR FORECASTS; MBIE INTERNATIONAL VISITOR SURVEY; MBIE REGIONAL TOURISM ESTIMATES

5 6 Australia AUSTRALIA | VISITOR PROFILE VISITOR ROUTES PAST VISITORS Independent Professionals are over half of Australian Over 80% of Australian holiday visitors are from New South , holiday arrivals. and .

AGE PROFILE OF HOLIDAY VISITORS 84% OF HOLIDAY ARRIVALS ARE FROM EASTERN STATES

QUEENSLAND 25% 47% 7% OF AUSTRALIAN HOLIDAY VISITORS 4% FLY DIRECT TO THE SOUTH 37% NEW SOUTH 11% 51% 22% WALES YOUTH INDEPENDENT PROFESSIONALS ACTIVE BOOMERS 22% Ages 18-24 Ages 25-54 Ages 55-74 VICTORIA 266k

WELLINGTON QUEENSTOWN

TOP 5 HOLIDAY 38k VISITOR ROUTES 152k -AUCKLAND 95K SYDNEY-QUEENSTOWN 75K 130k NUMBER OF VISITORS -AUCKLAND 69K SYDNEY-CHRISTCHURCH 55K -AUCKLAND 52K 2k

AGEYEARS

7 8 Australia AUSTRALIA | VISITOR TRAVEL VISITOR DESTINATIONS PAST VISITORS Australian arrivals are well balanced across seasons but there and Auckland are the most visited and account for remains an opportunity to encourage more shoulder travel. half of spend.

THE SUMMER MONTHS ARE MOST POPULAR BUT THE AUSTRALIAN MARKET IS IMPORTANT FOR TOURISM IN WINTER 10% % NORTHLAND OVERNIGHT 3% VISITATION 43% % OF AUCKLAND SPEND 31% 21% 6%

2% 21% BAY OF ARRIVE IN ARRIVE IN ARRIVE IN ARRIVE IN SUMMER WINTER 1% 5% PLENTY 6% MANAWATU- 2% 1% 32% 22% 24% 23% <1% GISBORNE NELSON 4% 1% 6% HAWKE’S BAY 2% 3% MAKE UP THE MAJORITY OF INTERNATIONAL VISITORS WHO SKI WHILE IN NEW ZEALAND 1% 17% WEST 18% 8% 6% 2% MARLBOROUGH 1% 34% 64% CANTERBURY OF HOLIDAY VISITORS WHO SKI 12% ARE FROM AUSTRALIA 21% SOUTHLAND 51% OTAGO 2% 23%

9 10 Australia AUSTRALIA | VISITOR ACTIVITIES VISITOR ACCOMMODATION AND TRANSPORT PAST VISITORS Top activities for Australian holiday visitors. Australians tend to stay in motels and hotels and many will a car to get around.

ACCOMMODATION STAYED IN

NATIONAL PARK 62% MOTEL / MOTOR INN / SERVICED APPT 44% BEACH 51% WALK / HIKE / TRAMP 73% HOTEL 37%

FAMILY AND FRIENDS GONDOLA / CABLE CAR 46% OBSERVING WILDLIFE 71% 16% LUXURY 15%

MUSEUM / ART GALLERY 44% SCENIC BOAT TRIP 46% BACKPACKER / HOSTELS 12%

CAMPING 11% BARS / NIGHTCLUBS 34% MĀORI CULTURAL EXPERIENCE / ACTIVITY 34% BED AND BREAKFAST 10%

AUSTRALIAN SPECIAL INTEREST PARTICIPATION SELF DRIVE IS A POPULAR OPTION FOR AUSTRALIAN VISITORS

RENTAL CAR 64% PLANE 10% TAXI / SHUTTLE 45% TRAIN 9%

FERRY OR WINE & FOOD & HIKING SKI CYCLING BOAT SERVICE 25% PRIVATE CAR 9%

23% 73% 13% 7% 2% TOUR BUS 24% FERRY 8% BUS SERVICE 20% CAMPERVAN 6%

11 12 Australia Hobbiton™ Movie Set, Waikato VISITOR SATISFACTION newzealand.com Australians are highly satisfied with their New Zealand holiday experience. SATISFACTION MEETING EXPECTATIONS Australia Expectations of New Zealand experience ACTIVE CONSIDERERS 95% met or exceeded 9.1/10 Active Considerers are what we call our 36% Exceeded target audience. These people are aged 59% Met 18-74, they are aware of New Zealand, 3% Worse than and it is a preferred destination to 2% Not sure visit for a holiday in the next three Overall Australian visitors years. They also indicate that rate their New Zealand experience very positively they are prepared to spend AUD $1,500 per person on their holiday. NET PROMOTER SCORE

83% 80% PROMOTERS LIKELY TO RECOMMEND 3% NEW ZEALAND AS 14% A DESTINATION DETRACTORS PASSIVES

13 Australia AUSTRALIA | ACTIVE CONSIDERER PROFILE

Active Considerers from Australia are here to have fun and ACTIVE CONSIDERERS Australian Active Considerers = 3.3m explore new things. To help our visitors achieve this, we need to communicate how easy it is to travel around New Zealand.

MOST ACTIVE CONSIDERERS SKEWS MALE ACTIVE CONSIDERERS WHAT DO ACTIVE CONSIDERERS WANT FROM A HOLIDAY IN NEW ZEALAND? ARE INDEPENDENT ARE MORE LIKELY TO BE PROFESSIONALS TERTIARY QUALIFIED 55% 42% 45% 31% 64% 70% 62% 10% 20% 55% 55% 51%

TO HAVE FUN TO LEARN AND TO TAKE A AND ENJOY EXPLORE NEW BREAK FROM TO FEEL TO FEEL

Youth Independent Active MYSELF THINGS ROUTINE LIFE RELAXED REFRESHED 18-24 yo Professionals Boomers 4 YEAR UNIVERSITY 25-54 yo 55-74 yo DEGREE OR HIGHER

ACTIVE CONSIDERERS HAVE HIGHER INCOME ACTIVE CONSIDERERS WHAT DO THEY NEED MORE INFORMATION ABOUT? LIVE MAINLY ON THE EASTERN BOARD AC 12% > $140K AUD NON- NEW SOUTH HOW LONG IT TAKES AC 10% WALES TO TRAVEL HOW EASY IT IS TO BETWEEN THE MAIN 34% TRAVEL AROUND ATTRACTIONS AC 26% WHAT/WHERE $90K WHAT THE -$140K THE RECOMMENDED NON- THINGS TO DO AND 27% TRANSPORT OPTIONS 21% AUD AC 21% QUEENSLAND SEE ARE ARE FOR TRAVEL WITHIN NEW ZEALAND $50K AC 41% 21% 18% -$90K NON- 33% 19% AUD AC VICTORIA AC 19% < $50K 23% HOW TO INTERPRET THIS DATA AUD NON- 34% AC 27% of Active Considerers said they wanted to know more about how easy it is to travel around New Zealand.

15 16 Australia notes AUSTRALIA | ACTIVE CONSIDERER PROFILE ACTIVE CONSIDERERS For our Australian Active Considerers, New Zealand is in the competitive set including destinations such as , UK, USA, and . Our strengths are our clean and unpolluted environment, as well as our range of adventure.

WHAT AUSTRALIANS KNOW US FOR

Clean & Range of Affordable Affordable unpolluted adventure activities to fly to

MESSAGES WE NEED TO COMMUNICATE MORE

Seeing lots without Easy to travel Friendly Unique Landscapes travelling far around people experiences & scenery

17 18 australia AUSTRALIA | ACTIVE CONSIDERER INDEPENDENT PROFESSIONAL PROFILE ACTIVE CONSIDERERS Independent Professionals are people aged 25-54 years old. They are the largest segment within our Active Considerer target audience, making up 70% of our target audience.

GENDER SKEWS MALE INDEPENDENT PROFESSIONALS ARE WHAT DO INDEPENDENT PROFESSIONALS WANT FROM A HOLIDAY IN NEW ZEALAND? MORE LIKELY TO BE TERTIARY QUALIFIED 57% 48% 61% 43% 59% 35% 53% 53% 51%

TO HAVE FUN TO LEARN AND TO TAKE A AND ENJOY EXPLORE NEW BREAK FROM TO FEEL TO FEEL

MYSELF THINGS ROUTINE LIFE RELAXED REFRESHED

4 YEAR UNIVERSITY DEGREE OR HIGHER

WHAT DOES THEIR HOLIDAY LOOK LIKE?

INDEPENDENT PROFESSIONALS ARE MORE LIKELY TO HAVE HIGHER HOUSEHOLD INCOME

AC 13% 71% > $140K AUD NON -AC 11% STAYING FOR 1-2 WEEKS TRAVELLING WITH SELF DRIVE EXPLORING PARTNER OR SPOUSE Renting, borrowing or purchasing a vehicle to travel NZ in. They have high mobility across regions so typically do more activities. AC 28% $90K -$140K AUD NON -AC 23% WHAT DO THEY NEED MORE INFORMATION ABOUT?

AC 44% $50K -$90K HOW EASY IT IS TO WHAT THE AUD NON WHAT/WHERE TRAVEL AROUND -AC 35% TRANSPORT OPTIONS THE RECOMMENDED ARE FOR TRAVEL THINGS TO DO AND 26% WITHIN SEE ARE NEW ZEALAND AC 13% <$50K 18% 18% AUD NON -AC 29%

19 20 australia AUSTRALIA | ACTIVE CONSIDERER ACTIVE BOOMER PROFILE ACTIVE CONSIDERERS Active Boomers are people aged 55-74 years old. They are the second largest segment of our Active Considerer target audience, making up 20% of our target audience.

GENDER - IN LINE WITH ACTIVE BOOMERS ARE MORE LIKELY WHAT DO ACTIVE BOOMERS WANT FROM A HOLIDAY IN NEW ZEALAND? TOTAL POPULATION TO BE TERTIARY QUALIFIED 53% 30% 74% 47% 24% 68% 67% 61% 46%

TO HAVE FUN TO TAKE A TO LEARN

AND ENJOY BREAK FROM AND EXPLORE TO FEEL TO FEEL MYSELF ROUTINE LIFE NEW THINGS RELAXED REFRESHED

4 YEAR UNIVERSITY DEGREE OR HIGHER WHAT DOES THEIR HOLIDAY LOOK LIKE?

ACTIVE BOOMERS ARE MORE LIKELY TO HAVE HIGHER HOUSEHOLD INCOME 71% AC 10% > $140K AUD NON STAYING FOR 1-2 WEEKS TRAVELLING WITH SELF DRIVE EXPLORING -AC 7% PARTNER OR SPOUSE Renting, borrowing or purchasing a vehicle to travel NZ in. They have high mobility across regions so typically do more activities.

AC 19% $90K -$140K AUD NON WHAT DO THEY NEED MORE INFORMATION ABOUT? -AC 13%

AC 31% HOW EASY IT IS TO THE LENGTH OF $50K -$90K TIME NEEDED TO AUD TRAVEL AROUND NON 27% WHAT/WHERE EXPERIENCE -AC THE RECOMMENDED WHAT THE NEW ZEALAND THINGS TO DO AND 26% TRANSPORT OPTIONS PROPERLY SEE ARE ARE FOR TRAVEL AC 37% WITHIN NEW ZEALAND 23% <$50K 17% AUD NON 22% -AC 49%

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