Chris Roberts
Tourism Industry Association New Zealand
7 months in... How are we doing?
Tourism 2025 in Action - Insight
Tourism 2025 in Action - Connectivity
Tourism 2025 in Action - Value
Tourism 2025 in Action – Visitor Experience
Tourism 2025 in Action – Productivity
Good progress
Insight: China Toolkit, Regional Indicators
Visitor Experience: CWC2015 Single Visa, Safer Journeys
Productivity: Chinese market transformation, Service IQ engagement
Target for Value: Well. Convention Centre, emerging markets, special interests
Connectivity: Air NZ/Singapore, new services, ASA liberalisation
Work in progress
Insight: Cruise data, IVS, NZ Tourism Inc. approach
Visitor Experience: DOC/operators relationship
Productivity: TGP applications, business capability, TLA support
Target for Value: VFR of International students, Halal tourism
Connectivity: India ASA, China ASA
Tourism 2025 Scorecard
Short term overseas visitor arrivals
(Year end September)
3,000,000
2,500,000
Acutal counts
2,000,000
1,500,000
1,000,000
500,000
0
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
International visitor length of stay
(Year end September)
30.0
Average stay days
Median stay days
Days
20.0
10.0
0.0
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
Accommodation total guest nights
(Year ended August)
34,000,000
33,000,000
32,000,000
31,000,000
30,000,000
29,000,000
28,000,000
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
International and domestic expenditure
(Year ended March)
30.0
International
Domestic
$ (billion)
20.0
10.0
0.0
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
Contribution to GDP
(Year ended March)
10.0
Percent
Indirect tourism value added
Direct tourism value added
5.0
0.0
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
Tourism employment
(Year ended March)
200,000
Number of FTEs
Indirect
Direct
100,000
0
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
Total net cruise expenditure
Cruise passengers (excl crew)
(Year end August)
(Year ended August)
330
250,000
320
200,000
310
$(million)
150,000
300
100,000
290
50,000
280
270
0
2012
2013
2014
2012
2013
2014
International student expenditure and international student arrivals
< 12 months
(Year ended March)
2.5
56,000
International student expenditure
International arrivals for education < 12 months
2.0
52,000
48,000
1.0
44,000
0.5
0.0
40,000
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
Arrivals
$ (billion)
1.5
New Zealand vs the World...
Annual change in Chinese and total international visitor arrivals;
New Zealand compared to key competitors
(Year ended July 2014)
30
Short term Chinese arrivals
Total short term visitor arrivals
25
Percent
20
15
10
5
0
USA
Canada
Australia
Destination Country
New Zealand
State of the Industry - Australia
• Spend growth since 2009: 3.6% pa
• 2020 Tourism Plan stretch goal now requires
9.9% pa
• Better news on supply side
– air services
– employment
– accommodation
Trans-Tasman comparison
Australia
New Zealand
Direct GDP contribution
2.8%
4.0%
Direct employment
4.7%
4.7%
Total visitor spend
+4%
+5%
Domestic visitor spend
+5%, +1%
+3.2%
International visitor spend
+7.4%
+7.4%
Australia/NZ
China
USA
UK
Germany
Japan
+3%
+16%
+7%
+13%
+11%
-7%
-4%
+26%
+53%
+12%
+63%
-7%
Tourism 2025 Domestic aspirational spend
21.0
20.6
20.0
19.8
19.0
19.1
18.3
18.0
17.6
17.0
17.0
16.0
16.3
15.7
15.0
15.1
14.5
14.0
13.9
13.4
13.0
12.8
13.0
12.0
2012
2013
2014
2015
2016
2017
2018
2019
2020
2021
2022
2023
2024
2025
Tourism 2025 International aspirational spend
20.0
19.6
19.0
18.4
18.0
17.0
17.4
16.0
16.4
15.5
15.0
14.6
$ billion 14.0
13.8
13.0
13.0
12.0
12.3
11.6
11.0
10.9
10.0
10.3
9.8
9.0
9.6
8.0
2012
2013
2014
2015
2016
2017
2018
Year
2019
2020
2021
2022
2023
2024
2025
Tourism 2025 - Total aspirational spend
41.0
40.2
39.0
38.3
37.0
36.5
35.0
34.8
33.0
$ billion
33.1
31.0
31.6
30.1
29.0
28.7
27.0
27.3
26.1
25.0
24.9
23.0
23.7
22.6
22.6
2012
2013
21.0
2014
2015
2016
2017
2018
Year
2019
2020
2021
2022
2023
2024
2025
Staying the course
What do tourism operators need?
• Timely, relevant and accessible information
• A culture change - use insight for business decision-making
How to achieve it?
• Team approach – public and private sector - to insight creation
and use
IATA 20 year passenger forecast:
3.3b flyers in 2014…
…7.3b in 2034
Five fastest-growing markets: China, US, India, Indonesia, Brazil
Asia-Pacific fastest growing region:
1.1b flyers in 2014…
…2.9b in 2034
• Infrastructure
– Accommodation catch-up
– Convention Centres
– Cruise opportunity
– Attracting investment
“The world is awash with cash… bring me your projects, I need
projects to take people’s breath away”
Andrew Robb, Australia Trade Minister
• China and emerging market evolution
• Leveraging international students and their families and
friends
• Tourism’s contribution to Christchurch economic recovery
Getting the Workforce Right:
• People & Skills strategy
• Working visa reform
“Working holiday visas are a stunning success”
Scott Morrison, Australia Immigration Minister
• Regional and seasonal dispersal
– Conferences, events, emerging markets, special interest
– Domestic growth
– Cruise
– Manage pinch-points, spread the benefits
• Technology investment
• Product development
• Border reform and visa facilitation
“The only barrier to a common NZ-Australian border is the
sharing of intelligence and criminal record data”
Michael Pezzullo, Secretary of Immigration and Border Protection
•
•
•
•
•
•
Adventure safety
Infusing Māori culture
Multi-language provision
Wi-Fi
Measure dissatisfaction
Celebrate success
Chris Roberts
Tourism Industry Association New Zealand