sign in sign up
<<
Home , New Zealand

Whangaroa Harbour, Northland

newzealand.com Market information about our Visitors and our Active Considerers Poor , 102K Northland 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 United kingdom 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. UK visitors tend to visit New Zealand USA 320K (International Visitor Survey). REST OF for a month on average and visit five 9% Throughout this document, any pages to six during their visit. 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 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 united kingdom UNITED KINGDOM | VISITOR SNAPSHOT VISITOR GROWTH TREND

United Kingdom is our fourth largest market. Over 90% of UK visitors UK market forecast to grow to over 260k by 2023.

come for a holiday or to visit friends and relatives. PAST VISITORS

PURPOSE OF VISIT AVERAGE LENGTH UK ARRIVALS (000) OF STAY BUSINESS CONFERENCES 10K 2K EDUCATION OTHER 1K 10K

TOTAL 25 26 DAYS DAYS 246K HOLIDAY VISITING ALL VISITORS FRIENDS / 113k HOLIDAYS RELATIVES HOLIDAY STAY TOTAL STAY 110K DAYS 2.8m DAYS 6.6m

AVERAGE SPEND PER VISITOR HOLIDAY VISITORS HOLIDAY

$4,988 FIRST TIME VISITORS TOTAL YE September $4,377 77% TOTAL HOLIDAY

2017-2023 UK ARRIVALS FORECAST TO GROW 2.8% P.A. TO 268K TOTAL MARKET CONTRIBUTION SPEND HOLIDAY $457m REPEAT 23% VISITORS

TOTAL $950m

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

5 6 united kingdom UNITED KINGDOM | VISITOR PROFILE VISITOR ROUTES

UK holiday visitors tend to skew younger and older with a sizeable With no direct services most UK holiday visitors come via Australia.

youth segment. A third will also holiday in Australia prior to arriving in New Zealand. PAST VISITORS

AGE PROFILE OF HOLIDAY VISITORS 33% OF UK HOLIDAY VISITORS CLAIMED TO HAVE VISITED AUSTRALIA PRIOR TO ARRIVING IN NEW ZEALAND

14% 40% 40% YOUTH INDEPENDENT PROFESSIONALS ACTIVE BOOMERS 54% ARRIVE VIA AN AUSTRALIAN PORT Ages 18-24 Ages 25-54 Ages 55-74 10% VIA 9% VIA DUBAI/DOHA 8% VIA 4% VIA USA 3% VIA CHINA 7%

NORTHERN IRELAND

1% 86%

NUMBER OF VISITORS 5%

CHANNEL & YEARS AGE 1%

7 8 united kingdom UNITED KINGDOM | VISITOR TRAVEL VISITOR DESTINATIONS

Just under half (44%) of UK holiday visitors escape the northern UK visitors tend to visit a lot of regions, between five and

hemisphere winter to visit New Zealand in summer months. six on average. PAST VISITORS

MOST OF UK HOLIDAY VISITORS ARRIVE IN SUMMER, AND ~40% IN THE SHOULDER SEASONS

% 32% NORTHLAND OVERNIGHT 3% VISITATION 76% % OF SPEND 30% 49% 7%

4% 59% BAY OF ARRIVE IN ARRIVE IN 1% 5% PLENTY SUMMER 13% MANAWATU- 2% 2% <1% GISBORNE 44% 18% 24% NELSON 2% 25% HAWKE’S BAY 3% 18% 50% 2% WEST 52% 10% 19% 3% MARLBOROUGH 2%

63% CANTERBURY ARRIVE IN ARRIVE IN WINTER* 12% 34% SOUTHLAND 67% 20% 18% 2% 21%

*20% HISTORICALLY HIGH - DRIVEN BY LIONS TOUR IN 2017

9 10 united kingdom UNITED KINGDOM | VISITOR ACTIVITIES VISITOR ACCOMMODATION AND TRANSPORT

Top activities for UK holiday visitors. UK holiday visitors use a variety of accommodation and transport

types. Many self drive either with a rental car or campervan. PAST VISITORS

ACCOMMODATION STAYED IN MUSEUM / ART GALLERY 71% HOTEL 54% NATIONAL PARK 84% WALK/HIKE/TRAMP 86% MOTEL / MOTOR INN / SERVICED APPT 47% 53% OBSERVING WILDLIFE 92% FAMILY AND FRIENDS 32% BEACH 78% SCENIC BOAT TRIP 68% BACKPACKER / HOSTELS 27%

CAMPING GEOTHERMAL PARK 62% MĀORI CULTURAL 26% EXPERIENCE / ACTIVITY 69% BED AND BREAKFAST 24% GONDOLA /CABLE CAR 52% HOT POOLS 52% LUXURY 14%

UK HOLIDAY VISITORS VISIT THREE TO FOUR NATIONAL PARKS ON AVERAGE SELF DRIVE IS A POPULAR OPTION FOR AUSTRALIAN VISITORS

MOST POPULAR TAXI / SHUTTLE 54% BUS SERVICE 30% 50% RENTAL CAR 49% PLANE 27% CAMPERVAN MT ASPIRING FERRY 43% 19% 48% TOUR BUS 38% TRAIN 17% AORAKI / MT COOK FERRY OR PRIVATE CAR 36% BOAT SERVICE 32% 15%

11 12 united kingdom VISITOR SATISFACTION newzealand.com UK visitors have an excellent experience in New Zealand with high satisfaction scores and many are likely to recommend New Zealand as a destination.

SATISFACTION MEETING EXPECTATIONS united kingdom ACTIVE CONSIDERERS Expectations of New Zealand experience 97% met or exceeded Active Considerers are what we call our target 9.4/10 audience. These people are aged 18-74, they 48% Exceeded are aware of New Zealand, and it is a preferred 49% Met destination to visit for a holiday in the next three 2% Worse than years. They also indicate that they are prepared 1% Not sure to spend £1,500 per person on their holiday. UK visitors are highly satisfied with their New Zealand experience

NET PROMOTER SCORE

89% 87% PROMOTERS LIKELY TO RECOMMEND 2% NEW ZEALAND AS 9% A DESTINATION DETRACTORS PASSIVES

13 UNITED KINGDOM | ACTIVE CONSIDERERS 16

43%

SENSE OF TO FEEL A TO ADVENTURE 25%

HOW LONG IT LONG HOW BETWEEN THE

TAKES TO TRAVEL TO TAKES MAIN ATTRACTIONS 49%

MY MIND

TO BROADEN BROADEN TO

23% PROPERLY 53% TIME I NEED TO THE LENGTH OF THE LENGTH EXPERIENCE NZ TO FEEL TO RELAXED

34% 60% HOW TO INTERPRET THIS DATA TO HOW TO FLY TO NZ TO FLY TO TIME REQUIRED THE LENGTH OF THE LENGTH MYSELF about how easy it is to travel around New Zealand. around travel about how easy it is to AND ENJOY AND ENJOY TO HAVE FUN HAVE TO 31% of Active Considerers said they wanted to know more to wanted said they Considerers of Active 31% WHAT DO THEY NEED MORE INFORMATION ABOUT? INFORMATION DO THEY NEED MORE WHAT 61% 31% WHAT DO ACTIVE CONSIDERERS WANT FROM A HOLIDAY IN NEW ZEALAND? A HOLIDAY FROM WANT CONSIDERERS DO ACTIVE WHAT TO LEARN TO TRAVEL AROUND TRAVEL HOW EASY IT IS TO IT IS TO EASY HOW NEW THINGS AND EXPLORE AND EXPLORE New Zealand and how easy it is to travel around. easy travel to how is it and Zealand New Active Considerers from the UK are here to learn and explore new new explore and learn to here are UK from the Considerers Active visitors our help To themselves. enjoy fun and as as have well things to fly to takes it time the communicate to need we this, achieve

C A 5% 9% LIVE 21% 65% WALES ACTIVE 39% SCOTLAND CONSIDERERS GREATER LONDON GREATER REST OF ENGLAND 31% UNIVERSITY DEGREE OR HIGHER QUALIFICATION TERTIARY QUALIFIED TERTIARY ACTIVE CONSIDERERS ACTIVE ARE MORE LIKELY TO BE TO ARE MORE LIKELY 38% 29% 23% 25% 26% 26%

20% 60% 40% SKEWS MALE GENDER SKEWS 14%

Active 24% 55-74 yo 55-74 Boomers

AC AC AC AC AC AC AC AC

PROFESSIONALS

64% NON- NON- NON- NON- 25-54 yo ARE INDEPENDENT

ACTIVE CONSIDERERS HAVE HIGHER INCOME HIGHER HOUSEHOLD CONSIDERERS HAVE ACTIVE Independent Professionals

£21K MOST ACTIVE CONSIDERERS MOST ACTIVE £35K

ACTIVE CONSIDERER PROFILE CONSIDERER ACTIVE = 6.8m Considerers Active UK united kingdom united -£35K -£49K < £21K > £50K 15 UNITED KINGDOM | ACTIVE CONSIDERERS 18 notes

Safe Unique experiences Destination

people Friendly Friendly Range of Range adventure

around WHAT THE UK KNOW US FOR US THE UK KNOW WHAT & scenery Landscapes Easy to travel travel Easy to MESSAGES WE NEED TO COMMUNICATE MORE COMMUNICATE WE NEED TO MESSAGES

Clean & Clean unpolluted travelling far travelling Seeing lots without Seeing lots

including destinations such as Australia, the USA, as the the such and Australia, destinations including strengths landscapes scenery Our and our as are . well environment. unpolluted and as clean our ACTIVE CONSIDERER PROFILE CONSIDERER ACTIVE set competitive the in is Zealand New Considerers, Active UK For united kingdom united 17 UNITED KINGDOM | ACTIVE CONSIDERERS 20

46%

52% LIFE TO TAKE A TAKE TO IN SUMMER BREAK FROM THE ROUTINE THE ROUTINE OF EVERYDAY OF EVERYDAY TEND TO ARRIVE TEND TO 21%

PROPERLY EXPERIENCE NEW ZEALAND THE LENGTH OF THE LENGTH TIME NEEDED TO TIME NEEDED TO 49% MY MIND TO BROADEN TO

30% TRAVELLING WITH TRAVELLING PARTNER OR SPOUSE PARTNER 53% NEW ZEALAND REQUIRED TO FLY TO TO FLY REQUIRED TO THE LENGTH OF TIME THE LENGTH TO FEEL TO RELAXED

55% 2-4 WEEKS 2-4 STAYING FOR FOR STAYING 28% AROUND IS TO TRAVEL IS TO HOW EASY IT EASY HOW THINGS WHAT DOES THEIR HOLIDAY LOOK LIKE? LOOK DOES THEIR HOLIDAY WHAT EXPLORE NEW EXPLORE TO LEARN AND TO WHAT DO THEY NEED MORE INFORMATION ABOUT? INFORMATION DO THEY NEED MORE WHAT

59% 57% 27% MYSELF more activities. more FROM CRIME FROM AND ENJOY TO HAVE FUN HAVE TO HOW SAFE IT IS HOW WHAT DO INDEPENDENT PROFESSIONALS WANT FROM A HOLIDAY IN NEW ZEALAND? IN A HOLIDAY FROM WANT DO INDEPENDENT PROFESSIONALS WHAT SELF DRIVE EXPLORING Renting, borrowing or purchasing a or purchasing borrowing Renting, vehicle to travel NZ in. They have high have NZ in. They travel to vehicle mobility across regions so typically do so typically regions mobility across 34% 29%

28%

C A 26% 44% 24% 21% 22% 16% 35% LIKELY TO BE TERTIARY QUALIFIED BE TERTIARY TO LIKELY UNIVERSITY HIGHER QUALIFICATION DEGREE OR INDEPENDENT PROFESSIONALS ARE MORE INDEPENDENT PROFESSIONALS

AC AC AC AC -AC -AC -AC -AC NON NON NON NON < £21K > £50K £21K - £34K £35K - £49K GENDER SKEWS MALE GENDER SKEWS

61% 39% INDEPENDENT PROFESSIONALS ARE MORE LIKELY TO HAVE HIGHER HOUSEHOLD INCOME HIGHER HOUSEHOLD HAVE TO ARE MORE LIKELY INDEPENDENT PROFESSIONALS largest segment within our Active Considerer target audience, audience, target Considerer Active our largest within segment audience. target of our 64% up making ACTIVE CONSIDERER INDEPENDENT PROFESSIONAL PROFILE PROFESSIONAL INDEPENDENT CONSIDERER ACTIVE our are They old. 25-54 years aged Professionals are Independent united kingdom united 19 UNITED KINGDOM | ACTIVE CONSIDERERS 22

52% 53% LIFESTYLE IN SUMMER CULTURE OR CULTURE TO INTERACT INTERACT TO WITH PEOPLE OF A DIFFERENT TEND TO ARRIVE TEND TO THE MAIN 30% ATTRACTIONS

HOW LONG IT TAKES IT TAKES LONG HOW TO TRAVEL BETWEEN TRAVEL TO

53% MY MIND 45% TO FLY TO TO FLY TO TO BROADEN TO NEW ZEALAND TIME REQUIRED THE LENGTH OF THE LENGTH

TRAVELLING WITH TRAVELLING PARTNER OR SPOUSE PARTNER 54% 37% AROUND TO FEEL TO RELAXED IS TO TRAVEL TRAVEL IS TO HOW EASY IT EASY HOW

4 WEEKS STAYING FOR FOR STAYING 64% CRIME 33% IT IS FROM IT IS FROM HOW SAFE HOW WHAT DOES THEIR HOLIDAY LOOK LIKE? LOOK DOES THEIR HOLIDAY WHAT ENJOY MYSELF ENJOY TO HAVE FUN & HAVE TO WHAT DO THEY NEED MORE INFORMATION ABOUT? INFORMATION DO THEY NEED MORE WHAT

75% 60% WHAT DO ACTIVE BOOMERS WANT FROM A HOLIDAY IN NEW ZEALAND? A HOLIDAY FROM WANT BOOMERS DO ACTIVE WHAT 23% more activities. more THINGS AND DO ARE THINGS TO SEE THINGS TO RECOMMENDED EXPLORE NEW EXPLORE TO LEARN AND TO WHAT/WHERE THE WHAT/WHERE SELF DRIVE EXPLORING Renting, borrowing or purchasing a or purchasing borrowing Renting, vehicle to travel NZ in. They have high have NZ in. They travel to vehicle mobility across regions so typically do so typically regions mobility across 43%

32%

31%

C A 31% 28% 26% 28% TO BE TERTIARY QUALIFIED BE TERTIARY TO ACTIVE BOOMERS ARE MORE LIKELY BOOMERS ARE MORE LIKELY ACTIVE UNIVERSITY HIGHER QUALIFICATION DEGREE OR 14% 16% 10%

AC AC AC AC -AC -AC -AC -AC NON NON NON NON

GENDER SKEWS MALE GENDER SKEWS

ACTIVE BOOMERS ARE MORE LIKELY TO HAVE HIGHER HOUSEHOLD INCOME HIGHER HOUSEHOLD HAVE TO BOOMERS ARE MORE LIKELY ACTIVE

< £21K > £50K 58% 42%

largest segment of our Active Considerer target audience, making up up making audience, target Considerer Active largest of our segment audience. target of our 24% ACTIVE CONSIDERER ACTIVE BOOMER PROFILE BOOMER ACTIVE CONSIDERER ACTIVE second the are They old. years 55-74 aged people are Boomers Active united kingdom united £21K - £34K £35K - £49K 21