New Zealand’s tourism data
Peter Ellis
Manager Tourism Research and Evaluation
4 July 2012
What we’re covering today
Overview of tourism data
Four of the key data sets
Access to data
Changes afoot
Accommodation Survey
(aka “CAM”)
International Travel and
(including “IVA”)
Convention Activity Survey
International Visitors’
Tourism Industry Monitor
Visitor Experience Monitor
Business scorecard
Produced by:
Statistics New Zealand
Tourism Satellite Account
Regional Tourism Indicators
Regional Estimates
Domestic Travel Survey
National forecasts
Convention Delegates
Mood of the NZ traveller
State of the Tourism Sector
[Colmar Brunton – Automobile Association]
Ministry of Business,
Innovation and Employment
Longitudinal International
Travel Influence and
Motivations Study
Tourism New Zealand
Active Considerers Monitor
Tourism Industry Association
New Zealand
Regional Visitors Monitor
(stopped 2011)
[with Lincoln University]
Four of particular importance:
International Travel and Migration
International Visitors Survey
Tourism Satellite Account
Regional Tourism Indicators
International Travel and Migration
• Arrival and departure cards
• The “International Visitor Arrivals” is a subset
of the wider travel information
– Basically a count of visitors of 12 months or less
• Collected by Customs and processed by
Statistics New Zealand
• Published monthly
– Weekly provisional statistics released each Friday
Growth in China is strong but it in absolute terms it is still small
compared to Australia, and even to aggregated “other” markets:
International Visitors Survey
• Survey of outgoing visitors (in NZ <12 months)
• Main estimation of interest is expenditure
– total spend by country, purpose of visit
– average value of different visitor types
• Produced by Ministry of Business, Innovation
and Employment
• Feeds into balance of payments and national
• Also includes highlights and disappointments
The decline in real spend per person is across the board and can be seen in any
combination of purpose of visit and country of origin:
Compared to other visitors, disappointments reported by Chinese visitors give much more
prominence to issues relating to quality, standards, service, accommodation etc
Chinese visitors’ disappointments
All visitors’ disappointments
Tourism Satellite Account
• A recasting of the national accounts
– Produced annually by Statistics New Zealand
• Percentage of GDP, employment, exports
• Direct and indirect contribution of tourism
– Only “direct” should be used to compare to other
• Estimates of industry ratios and product ratios
– ie how much each industry and product is
involved in “tourism”
Regional tourism indicators
• Goes live later this year
• Based on electronic transactions
• Will give reliable indicators for each region:
– Domestic and international tourist spend
– Region (domestic) or country (international) of
– Industry
• The regional tourism indicators will greatly
improve current estimates of regional tourism
– based on the accommodation survey; or
– statistical modelling of combinations of surveys
(see below)
Access to data – three levels
• Simple
– Headline figures
– One page “key tourism statistics”
– “Key data” or “commentary” for each series
• Moderate
– Mostly consultants, industry groups, large firms
– Cross tabulations and pivot tables
• available on website (screen shot next slide)
• Or via Harmoni for selected users – TNZ, TIANZ, etc
• Expert
– Microdata
– Specialist statistics software and skills needed
“Tourism data improvement programme”
• Review of “enduring questions” and data needs in 2011
– “Domain plan” approved October 2011
• Key priorities:
Redevelop the International Visitors Survey
Develop regional tourism indicators
New approach to forecasts
Business scorecard
• Develop a consolidated modern database
– With improved dissemination
• Increase statistical capability in Ministry

New Zealand`s tourism data - Ministry of Economic Development