Tourism New Zealand Visitor Experience Monitor 2011/2012 VEM Background and Methodology The Visitor Experience Monitor (VEM) is an annual survey of 4,500 international tourists that have visited New Zealand primarily for holiday or visiting friends and relatives (VFR) purposes The VEM is conducted on an annual basis by Tourism New Zealand and is used to track the experiences of international tourists during their stay in New Zealand The survey is an online based survey that is completed by international tourists between one and three weeks after returning home. Email addresses of international tourists are collected while they are in New Zealand. The emails are collected through two methods: Background Methodology Face to face collection in the departure lounges of Auckland, Wellington and Christchurch International Airports Respondents to the International Visitor Survey who agreed to further research Emails are collected throughout the year and are weighted based on the natural distribution of New Zealand visitor numbers throughout the year, which is obtained through Statistics New Zealand’s International Travel and Migration Survey and includes : Age of New Zealand visitors Gender of New Zealand visitors Country of residence of New Zealand visitors Tourism New Zealand | 2 VEM Background and Methodology (cont’d) Methodology In 2011/12 4,566 international tourists completed the VEM. Broken down by market this included : Australia – 1,695 UK – 660 USA – 321 Germany – 265 China – 176 Japan – 216 Korea – 116 Key areas the VEM covers include: International tourists satisfaction with key components of a trip to New Zealand Information sources used pre and during a trip to New Zealand Use of social media pre, during and post a trip to New Zealand Regional visitation Activities undertaken Accommodation and transport used Use of i-SITEs Environmental and safety aspects of a trip to New Zealand Brand awareness Demographics Tourism New Zealand | 3 Overall Visitor Satisfaction Tourism New Zealand | 4 Overall visitor satisfaction has remained constant, however the proportion very likely to recommend New Zealand has slightly decreased. Overall Visitor Satisfaction (International Visitors to New Zealand) 2009/10(1) 2010/11(2) 2011/12(3) Overall Satisfaction with New Zealand 9.0 8.9 8.9 Proportion Not Highly Satisfied with New Zealand(4) 9% 11% 11% 82% 80% 79% 97% 96% 96% Proportion Very Likely to Recommend New Zealand(5) Proportion Likely to Recommend New Zealand(6) Notes: 1. Sample size n = 4,542; 2. Sample size n = 4,516; 3. Sample size n = 4,566; 4. Not highly satisfied is defined as those rating their overall visit to New Zealand 1 to 7 on a 10 point scale where 1 is ‘Not at all satisfied’ and 10 is ‘Extremely satisfied’; 5. Very likely to recommend is defined as those stating a 9 to 10 on a 10 point scale where 1 is ‘ not at all likely to recommend’ and 10 is ‘extremely likely to recommend’; 6. Likely to recommend is defined as those stating a 7 to 10 on a 10 point scale where 1 is ‘ not at all likely to recommend’ and 10 is ‘extremely likely to recommend’ Significantly higher than a year ago Tourism New Zealand | Significantly lower than a year ago 5 Satisfaction with Activities and Environment aspects remain stable and high. There have been small decreases in satisfaction with Accommodation and Food and Beverage. Overall Visitor Experience (International Visitors to New Zealand, 2011/12)(1) 2010/12(2) Satisfaction Score Importance Accommodation 18% 8.3 17% 8.4 8.0 10% 8.1 8.4 7% 8.4 8.9 30% 8.9 8.7 12% 8.6 9.0 14% 9.0 8.8 10% 8.7 Food and Beverage 11% Internal Transport 5% Overall Satisfaction 8.9 Activities 35% i-SITEs 2010/11(2) NCI Environment 8.9 21% Safety 10% Key Aspect of Experience Importance xx% 2011/12 Satisfaction x.x Notes: 1. Sample size n = 4,566; 2. Sample size n = 4,516 Significantly higher than a year ago Significantly lower than a year ago Tourism New Zealand | 6 Overall satisfaction remains relatively consistent this year across all countries, with the exception of a significant increase amongst Japanese visitors Overall Visitor Experience by Country (International Visitors to New Zealand) 2009/10 2010/11 9,1 8,9 8,9 2011/12 9,2 9,3 9,1 Australia 9,4 9,3 9,2 9,3 9,3 9,2 8,7 8,8 8,8 UK USA Germany 8,6 8,6 China 8,9 8,4 8,1 8,2 Japan Korea Sample size 1,111 1,280 1,695 787 851 1,656 378 419 321 374 302 265 158 154 176 236 234 216 Significantly higher than a year ago Significantly lower than a year ago 174 134 116 Tourism New Zealand | 7 The UK, USA and Germany markets rate their New Zealand experience higher than the overall average Overall Visitor Experience by Country (International Visitors to New Zealand, 2011/12)(1) Australia UK USA Germany China Japan Korea 8.5 8.6 8.6 8.1 8.4 8.0 7.5 8.3 8.1 8.0 7.6 8.2 7.7 7.3 8.4 8.6 8.5 8.9 8.2 8.5 7.8 7.9 8.9 8.9 9.0 9.2 9.1 8.7 8.7 8.5 8.6 9.0 8.8 8.8 9.2 8.6 8.4 8.8 9.0 9.3 8.9 9.2 9.1 9.0 8.7 8.9 9.2 9.1 8.9 8.5 8.4 8.9 9.1 9.2 9.2 8.8 8.9 8.4 Sample size 1,695 660 321 265 176 216 116 Accommodation 18% 8.3 Food and Beverage 11% 8.0 Internal Transport 5% Overall Satisfaction 8.9 Activities 35% i-SITEs NCI 8.7 Environment 21% 9.0 Safety 10% 8.8 Key Aspect of Experience Importance xx% 2011/12 Satisfaction x.x Overall Satisfaction Notes: 1. Sample size n = 4,566 Significantly higher than average Significantly lower than average Tourism New Zealand | 8 Activities involving natural scenery are those with the highest levels of satisfaction, while town or city based activities are amongst those with the lowest levels of satisfaction Visitor Activities Satisfaction (International Visitors to New Zealand, 2011/12)(1) Top 5 Activities 9,1 Scenic bush walk Sample size 183 9,1 Mountain climbing / rock climbing / absailing 120 9,1 Caving 141 Bottom 5 Activities 9,0 Photography 153 9,0 Sporting event activity (E.g. rugby) 164 8,0 8,0 8,0 7,9 Sky Tower Eating out / restaurants Skiing / snowboarding Bars / nightclubs 220 335 95 223 7,7 Shopping 348 Notes: 1. Only includes activities with sample size greater than 50 Tourism New Zealand | 9 Accommodation Tourism New Zealand | 10 More visitors to New Zealand used Private Homes or Friends for accommodation this year Use of Motels reduced Accommodation Types Used While in New Zealand (% International Visitors to New Zealand, 2011/12)(1)(2) The average number of different accommodation types used is 2.0, slightly down from 2.1 last year 42% 37% 29% 20% Hotel 2010/11(3) 45% Private Home / Friends Motel 34% 32% Backpackers Hostels 19% Notes: 1. Multiple response question; 2. Sample size n = 4,566; 3. Sample size n = 4,516 17% 13% 11% Camping Holiday home Bed and Ground / / Serviced Breakfast Holiday Park Apartment or Timeshare 18% 13% 12% 7% Homestay 7% 7% Free Camping 7% 5% 5% 3% 2% 1% Boutique Accomm Exclusive/ Luxury Lodge Farmstay Student Accomm Marae 7% 6% 1% 1% Significantly higher than a year ago Significantly lower than a year ago 4% Tourism New Zealand | 11 The overall decrease in satisfaction with Accommodation has been driven by the price of accommodation Visitor Accommodation Experience (International Visitors to New Zealand, 2011/12)(1) 2010/11(2) Importance Quality of amenities and facilities 34% 8.1 Overall Accommodation 8.3 8.3 Satisfaction Score 34% 8.2 8.2 34% 8.3 Price of accommodation 36% 7.8 32% 8.0 Quality of services 30% 2010/11(2) 8.4 Key Aspect of Experience Importance xx% 2011/12 Satisfaction x.x Notes: 1. Sample size n = 4,566; 2. Sample size n = 4,516 Significantly higher than a year ago Significantly lower than a year ago Tourism New Zealand | 12 Food and Beverage Tourism New Zealand | 13 Despite an increase in satisfaction with the quality of service, lower satisfaction with price contributed to the decrease in overall satisfaction with Food and Beverage Visitor Food and Beverage Experience (International Visitors to New Zealand, 2011/12)(1) 2010/11(2) Importance Quality of food and beverage 44% 8.1 Overall Food and Beverage 8.2 8.0 Satisfaction Score 42% 8.1 8.2 28% 8.0 Price of food and beverage 32% 7.1 30% 7.4 Quality of services 24% 2010/11(2) 8.1 Key Aspect of Experience Importance xx% 2011/12 Satisfaction x.x Notes: 1. Sample size n = 4,566; 2. Sample size n = 4,516 Significantly higher than a year ago Significantly lower than a year ago Tourism New Zealand | 14 Transport Tourism New Zealand | 15 Satisfaction with Transport has remained stable Visitor Internal Transport Experience (International Visitors to New Zealand, 2011/12)(1) 2010/11(2) Importance Comfort, safety and reliability 35% 8.4 Overall Internal Transport 8.4 Quality of services 33% 8.4 Price of transport 31% 7.8 Satisfaction Score 38% 8.4 31% 8.3 31% 7.9 2010/11(2) 8.4 Key Aspect of Experience Importance xx% 2011/12 Satisfaction x.x Notes: 1. Sample size n = 4,566; 2. Sample size n = 4,516 Significantly higher than a year ago Significantly lower than a year ago Tourism New Zealand | 16 Satisfaction with Coach Tours is slowly trending up Visitor Internal Transport Experience (International Visitors to New Zealand) 2009/10 2010/11 2011/12 8,2 8,2 8,2 8,2 8,2 8,2 Rental cars Domestic airline 8,5 8,6 8,7 8,5 8,4 8,4 Coach Tour Commercial Ferry/Boat 1,183 916 1,013 952 715 8,0 8,0 8,0 8,1 8,2 8,2 Taxi / Limo / Car Scheduled coach Tour service 8,2 8,2 8,2 8,2 8,1 8,1 Train Campervan Sample size 757 1,742 1,430 1,051 881 782 762 644 569 558 626 456 519 607 478 493 Significantly higher than a year ago Significantly lower than a year ago 453 216 362 Tourism New Zealand | 17 Activities Tourism New Zealand | 18 There has been a decrease in the average number of activities participated in. This has been seen across all markets except Germany, China and Japan Number of Activities Participated Over Time (International Visitors to New Zealand) 2009/10 2010/11 2011/12 22,5 20,9 20,9 19,0 17,3 17,2 16,2 16,0 13,8 15,2 14,7 12,9 15,1 14,9 13,5 13,4 11,9 11,8 11,0 9,2 Total Australia 4,542 4,516 4,566 1,111 1,280 1,695 12,6 10,9 9,2 9,1 UK USA Germany China Japan Korea Sample size 787 851 660 378 419 321 374 302 265 158 154 176 236 234 Significantly higher than a year ago Significantly lower than a year ago 216 174 134 116 Tourism New Zealand | 19 Overall Activity satisfaction remains high, with an improvement in satisfaction with safety Visitor Activities Experience (International Visitors to New Zealand, 2011/12)(1) 2010/11(2) Quality of the actual activity 48% 8.6 Overall Activities 8.9 Importance Satisfaction score 55% 8.5 Quality of the service 19% 8.4 7% 8.4 Price of the activities 10% 7.7 13% 7.8 Safety of the activities 23% 8.6 25% 8.5 2009/10(2) 8.9 Key Aspect of Experience Importance xx% 2011/12 Satisfaction x.x Notes: 1. Sample size n = 4,556; 2. Sample size n = 4,516 Significantly higher than a year ago Significantly lower than a year ago Tourism New Zealand | 20 Regional visitation Tourism New Zealand | 21 International tourists visited fewer regions this year Regions Visited in New Zealand (% International Visitors to New Zealand, 2011/12)(1)(2) The average number of regions visited is 4.0 – significantly down from 4.3 in year 2010/11 and 4.8 in 2009/10 74% 47% 39% 37% 36% 27% 26% 22% 19% 18% 17% 14% 13% 9% Auckland Bay of Plenty Otago Canterbury Wellington Waikato Northland West Coast Tasman- Marlborough Hawke’s Manawatu- Southland Nelson Wanganui Bay 6% Taranaki Gisborne Average # of regions visited 2010/11 69% 46% 47% 51% 34% 24% 26% 30% 22% 21% 16% 13% 18% 8% 6% Australia 58% 34% 24% 25% 32% 24% 20% 14% 11% 13% 15% 13% 9% 7% 5% 3.1 UK 79% 58% 50% 49% 51% 32% 39% 35% 25% 30% 30% 18% 19% 11% 7% 5.3 USA 78% 48% 50% 33% 30% 21% 17% 19% 15% 13% 14% 6% 9% 5% 3% 3.6 Germany 91% 77% 73% 71% 75% 45% 62% 67% 67% 58% 36% 39% 40% 31% 20% 8.5 China 88% 51% 35% 28% 11% 23% 11% 14% 6% 3% 5% 2% 11% 2% 2% 2.9 Japan 83% 27% 32% 32% 15% 19% 12% 4% 5% 3% 7% 4% 6% 3% 1% 2.5 Korea 83% 53% 41% 29% 17% 26% 16% 8% 4% 5% 4% 4% 5% 1% 1% 3.0 Notes: 1. Multiple response question; 2. Sample size n = 4,566 Significantly higher than other country / a year ago Significantly lower than other country / a year ago Tourism New Zealand | 22 Environment Tourism New Zealand | 23 A greater dissatisfaction with New Zealand’s Weather this year, but satisfaction with New Zealand being natural, open and having a vibrant urban atmosphere have improved from a year ago Overall Visitor Environment Experience (International Visitors to New Zealand, 2011/12)(1) 2010/11(2) Importance Satisfaction Score 9.3 23% 9.0 9.1 11% 8.9 Natural landscapes and scenery 22% 9.5 25% 9.5 7.7 10% 8.0 Roads and driving experience 18% 8.1 14% 8.1 17% 7.7 Natural environment 20% Open spaces 7% Overall Environment 9.0 Weather 9% 2010/11(2) 9.0 Key Urban atmosphere 23% 8.2 Aspect of Experience Importance xx% 2011/12 Satisfaction x.x Notes: 1. Sample size n = 4,566; 2. Sample size n = 4,516 Significantly higher than a year ago Significantly lower than a year ago Tourism New Zealand | 24 Three in four visitors thought that the environmental practices of the New Zealand tourism industry were better than other countries – consistent with a year ago Perceptions of Environmental Practices (% International Visitors to New Zealand, 2011/12) (1) Better than other countries About the average Worse than other countries 1% 2% 21% 1% 7% 3% 24% 33% 46% 78% 42% 75% 64% 52% Overall 2010/11 – Better than other countries(2) 76% 2010/11 – Worse than other countries(2) 1% Notes: 1. Sample size n = 2,086; 2. Sample size n = 3,287 Commercial Accommodation 51% Activities and Attractions Transport Public Infrastructure 55% 75% 50% 62% 3% 1% 5% 3% Significantly higher than a year ago Significantly lower than a year ago Tourism New Zealand | 25 The proportion of visitors who agree the New Zealand environment is managed sustainably is consistent with last year Proportion Agreeing the New Zealand Environment is Managed Sustainably (% International Visitors to New Zealand) 76% 2009/10 (1) Notes: 1. Sample size n = 3,204; 2. Sample size n = 1,443; 3. Sample size n = 2,077 80% 2010/11 (2) 80% 2011/12 (3) Significantly higher than a year ago Significantly lower than a year ago Tourism New Zealand | 26 Technology Tourism New Zealand | 27 Unsurprisingly, use of new forms of technology continued to increase in 2011/2012, particularly Wi-Fi, Smart Phones and mobile phones. Usage of Technology in New Zealand (% International Visitors to New Zealand 2011/12)(1) 47% 44% 44% 28% 24% 23% 7% Wi-fi internet locations 2010/11(2) 34% 2% Own mobile Own laptop or Blackberry, Internet cafes Own mobile A mobile Gaming phone set to iPad iPhone or phone with a phone console with global roaming another smart SIM card purchased in Wi-fi capacity phone purchased in New Zealand NZ 51% Notes: 1. Sample size n = 4,232; 2. Sample size n = 1,839 37% 17% 28% 16% 6% 2% Significantly higher than a year ago Significantly lower than a year ago 5% 8% Other None of these 6% 11% Tourism New Zealand | 28 Compared to 2010/2011, more visitors have chosen to book their flight directly via an airline or a travel website, with this at the expense of booking flight via a travel agent Booking Method of Flight to New Zealand (% International Visitors to New Zealand, 2011/12) Arrive via International Airline(1) How was Flight to New Zealand Booked(2)(3) 99% 47% 31% 16% Direct from an airline Calling or visiting a website travel agent 2010/11 Notes: 1. Sample size n = 4,566; 2. Multiple response question; 3. Sample size n = 4,455 43% 35% Througha travel website 4% 6% Calling an Airline Other 4% 7% 13% Significantly higher than a year ago Significantly lower than a year ago Tourism New Zealand | 29 Facebook remains the most commonly used social media tool when sharing New Zealand holiday experiences with others and compared to a year ago its use levels have significantly increased Website Used to Share New Zealand Holiday Experience (% International Visitors to New Zealand, 2011/12) (1)(2) Other includes: Tumblr Blogger Google+ QQ– Chinese social media website 96% 46% Visitors who talked or wrote positively of New Zealand Facebook 44% 10% 5% 3% 3% 2% 1% Tripadviser Picasa Twitter Youtube Flickr Other I didn’t use any website 5% 3% 2% 2% 7% 49% 8% 52% 2010/11 41% 4% Australia 39% 5% 2% 2% 1% 1% UK 44% 8% 2% 3% 1% 2% 7% 47% USA 42% 6% 4% 2% 2% 1% 11% 48% Germany 48% 3% 5% 0% 1% 2% 12% 47% China N/A 3% 2% 3% 4% 1% 21% 40% Japan 34% 1% 1% 10% 1% 0% 5% 54% Korea 39% 1% 0% 3% 3% 0% 16% 47% Notes: 1. Sample size n = 3,840, sample size is those who answered yes or no to whether they talked positively about New Zealand to others; 2. Multiple response question; Significantly higher than other countries / a year ago Significantly lower than other countries / a year ago Tourism New Zealand | 30 Four in ten international tourists used Facebook within New Zealand and the same amount used Facebook to share their trip once they returned home. Usage of Social Media Sites at Different Stages of Trip to New Zealand (% International Visitors to New Zealand, 2011/12)(1) While Planning Trip 25% Within New Zealand Returned Home 42% 42% 33% 25% 23% 8% 12% 20% 5% 8% 12% 2% 4% 4% 58% 57% (2) (2) (3) 74% None of these Notes: 1. Sample size n = 4,223; 2. Asked of Chinese visitors only sample size n = 151; 3. Asked Japanese visitors only sample size n = 211 Significantly higher than other stages Significantly lower than other stages Tourism New Zealand | 31 Safety Tourism New Zealand | 32 All aspects of Safety are showing consistent satisfaction levels, with road safety continuing to be the area of lowest satisfaction Overall Visitor Safety Experience (International Visitors to New Zealand, 2011/12)(1) 2010/11(2) Importance Satisfaction Score Personal safety in urban areas 32% 8.6 31% 8.5 Personal safety in country areas 25% 8.8 27% 8.8 Safety standards of activities 20% 8.7 20% 8.7 22% 8.1 Overall Safety 8.8 2010/11(2) Road safety 8.7 23% 8.2 Key Aspect of Experience Importance xx% 2011/12 Satisfaction x.x Notes: 1. Sample size n = 4,566; 2. Sample size n = 4,516 Significantly higher than a year ago Significantly lower than a year ago Tourism New Zealand | 33 UK, US and German visitors have the highest satisfaction with Safety, while visitors from Japan and Korea are the least satisfied with safety Visitor Safety Experience by Country (International Visitors to New Zealand, 2011/12)(1) Australia UK USA Germany China Japan Korea Personal safety in urban areas 32% 8.6 8.4 8.8 9.0 8.6 8.7 8.2 8.2 Personal safety in country areas 25% 8.8 8.8 9.0 9.4 8.9 8.8 8.7 8.4 Safety standards of activities 20% 8.7 8.6 8.9 9.2 9.0 8.8 8.3 8.6 7.9 8.1 8.5 8.3 8.8 7.8 8.1 8.7 8.9 9.2 9.1 8.9 8.5 8.4 1,695 660 321 265 176 216 116 Overall Safety 8.8 Road safety 23% 8.2 Overall Safety Key Sample size Aspect of Experience Importance xx% 2011/12 Satisfaction x.x Notes: 1. Sample size n = 4,566 Significantly higher than average Significantly lower than average Tourism New Zealand | 34 Brand awareness Tourism New Zealand | 35 The awareness of ‘100% Pure New Zealand’ has increased from last year Awareness and Influence of ‘100% Pure New Zealand’ (% International Visitors to New Zealand) Awareness of ‘100% Pure New Zealand’ Logo 12% Don't know ‘100% Pure New Zealand’ Campaign Influence on Decision to Visit New Zealand 13% 18% 21% 12% 11% 9% 75% 78% 80% 13% 11% 11% 23% 22% No 68% 64% 59% Yes (1) 2009/10 Notes: 1. Sample size n = 2,219; 2. Sample size n = 1,839; 3. Sample size n = 4,234 (2) 2010/11 (3) 2011/12 (1) 2009/10 (2) 2010/11 Significantly higher than a year ago Significantly lower than a year ago 2011/12 (3) Tourism New Zealand | 36 I-SITES and Qualmark Tourism New Zealand | 37 Use of i-SITEs has been declining Usage of i-SITEs (% International Visitors to New Zealand) (1) 2010/11 2011/12 (2) 2009/10 Used an i-SITE Used an i-SITE by Country Used an i-SITE by Age 76% 77% 57% 56% 56% 55% 45% 44% 39% 41% 33% 36% 33% 29% Total Australia Notes: 1. Sample size n = 4,516; 2. Sample size n = 4,566 27% UK USA 52% Germany 30% China 31% Japan Korea 39% 38% 32% 37% 33% 18 to 34 years old Significantly higher than a year ago Significantly lower than a year ago 35 to 54 years old Over 55 years old Tourism New Zealand | 38 However, all aspects of the i-SITE experience are showing consistently high satisfaction levels Visitor i-SITEs Experience (i-SITE Users, 2011/12)(1) 2010/11(2) Satisfaction Importance score i-SITE facilities 8.7 14% 8.6 How well the staff meet your needs 24% 8.5 23% 8.5 8.6 15% 8.5 8.6 25% 8.6 10% 8.6 8.8 7% 8.7 Quality of recommended providers 6% 8.5 6% 8.4 16% Level of personal service 18% Overall i-SITEs 8.7 Knowledgeable staff 16% 2010/11(2) 8.6 Key Aspect of Experience Importance xx% 2011/12 Satisfaction x.x Notes: 1. Sample size n = 1,800; 2. Sample size n = 2,080 Amount of planning information available 14% 8.6 Ease of making bookings 7% Significantly higher than a year ago Significantly lower than a year ago Tourism New Zealand | 39 And usage of i-SITEs has a small but positive impact upon overall visitor satisfaction The Impact of i-SITE Usage on Overall Visitor Satisfaction (International Visitors to New Zealand, 2011/2012) Used an i-SITE Did not use an i-SITE 9,0 8,8 Total Sample size 1,796 2,387 9,1 8,9 9,2 Australia 460 1,106 9,1 9,2 UK 341 9,3 USA 268 98 192 9,3 8,9 Germany 192 58 9,1 8,7 China 45 106 8,9 8,9 Japan 90 121 8,6 8,4 Korea 39 67 Significantly higher than did not use an i-SITE Significantly lower than did not use an i-SITE Tourism New Zealand | 40 Overall visitor satisfaction is also indicatively higher amongst those who were aware they used a Qualmark rated or endorsed provider Overall Visitor Satisfaction by Awareness of Qualmark Rating or Endorsement (International Visitors to New Zealand) Aware they used a Qualmark operator Not aware or didn't use a Qualmark operator 9,1 9,0 9,0 2009/10 8,9 9,0 2010/11 8,9 2011/12 Sample size 1,906 2,328 1,369 2,601 Significantly higher than other group Significantly lower than other group 602 2,045 Tourism New Zealand | 41 Why New Zealand? Tourism New Zealand | 42 32% 7.7 7.6 7.7 7.2 7.4 8.1 8.6 7.2 7.6 7.9 7.2 8.1 6.4 10.0 6.7 7.8 7.1 8.7 6.3 22% 16% 14% 12% 10% 9% 9% 7% 7% 7% 5% 5% 4% 4% 3% 2% 1% 1% 1% 1% 0% 30% 26% 23% Notes: 1. Multiple response question; 2. Sample size n = 4,566 Travel agents in your home country via the internet Online travel blogs Tourism New Zealand office Other publications e.g. magazines Another specific New Zealand website www.i-SITE.org.nz Websites of individual i-SITE centres Facebook Weibu By phoning airlines By visiting an airline outlet Another website Kaixin or RenRen 4% 4% 4% 3% 3% 3% 2% 2% 1% 0% An i-SITE consultant or staff member by email or phone www.tripadvisor.com Websites of individual i-SITE centres www.i-SITE.org.nz Smart phone applications www.wotif.com Other websites Facebook Twitter 8% 10% None of these 0% Other Another social networking website An i-SITE consultant or staff member by email or phone 8% None of these Other Twitter www.wotif.com 10% www.newzealand.com 16% Other publications Information Sources Used After Arrival in New Zealand(2) Tourism New Zealand www.tripadvisor.com Travel agents in your home country in person 7.9 Travel agents in your home country over the phone 30% 7.8 www.lonleyplanet.com 31% Other travellers I met once in New Zealand 36% Local New Zealanders I met once in NZ 8.2 Local New Zealanders I knew before I arrived in NZ 7.3 www.newzealand.com Travel guides/books about New Zealand Airline websites Friends, family and colleagues NA i-SITEs 40% Staff at hotels, motels, backpackers, etc Travel guides Recommendation from friends and families remains the most frequently used information source before arrival, with travel guides the main source of information after arrival Information Sources Used When Planning and Booking a Holiday in New Zealand (% International Visitors to New Zealand, 2011/2012)(1) Information Sources Used Before Arrival in New Zealand(2) Usefulness of Information Sources Used NA NA 8% 6% Tourism New Zealand | 43 4% 4% I saw advertising about NZ 9% 4% 3% Word of Mouth 27% influenced 29% Somewhere new / had never been there before 25% Always wanted to visit My travel agent talked about or recommended NZ Indirect Marketing 16% influenced Friends, family or colleagues talked about or recommended NZ 5% Generally searching for places to go and came across information about NZ 8% Read about NZ in a newspaper, or magazine Direct Marketing 15% influenced I saw a show or segment featuring NZ on TV Read about NZ in online articles, travel forums, blogs, social networking sites, etc 14% Saw or found a good travel package deal to NZ Specific Event 45% influenced Saw or found a good deal on flights to NZ 10% A specific event bought me to NZ Destination Interest 54% influenced Wanted to visit friends or family in NZ 11% Specific attractions bought me to NZ 15% Wanted to see the unique indigenous culture Environmentally friendly image Spectacular landscapes and natural scenery Landscape and scenery remain the main factors that influenced visitors’ interest in visiting New Zealand, while recommendations from friends and families have also simulated visitor interest Factors that Influenced Visitor Interest in New Zealand (% International Visitors to New Zealand, 2011/2012)(1) Travellers mentioned 2.6 factors influenced them Other 42% influenced 47% 36% 26% 2% Notes: 1. Sample size n = 4,566 Tourism New Zealand | 44 Australia remains the most considered other destination to visit rather than New Zealand, while consideration for Thailand, Switzerland and Germany have also increased this year Other Countries Considered Visiting (% International Visitors to New Zealand, 2011/2012)(1)(2) 39% 42% Other 8% Netherlands 2% Korea 3% Taiwan 3% Indonesia 3% China 3% Other Asian countries 4% Germany 4% Malaysia 4% Switzerland 5% Hong Kong 5% Singapore 6% UK 6% Japan 7% Canada 7% Thailand 9% Pacific Islands 9% Other European countries 2010/11(3) 43% 43% 9% USA Australia None of these 11% 10% 7% 8% 7% 7% 7% 6% 6% 5% 3% 3% 2% 3% 3% 3% 2% 2% 1% 8% Notes: 1. Multiple response question; 2. Sample size n = 4,566; 3. Sample size n = 4,516 Significantly higher than a year ago Significantly lower than a year ago Tourism New Zealand | 45