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Adventure Tourism Participation - Home - Tourism New … · 505,544 366,570 0 100,000 200,000 300,000 400,000 500,000 600,000 Adventure Extreme Adventure s Adventure Tourism Participation

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505,544

366,570

0

100,000

200,000

300,000

400,000

500,000

600,000

Adventure Extreme Adventure

Tou

rist

s Adventure Tourism Participation

Holiday Only

Adventure

Extreme Adventure

52% 51%

44%

37%

0%

10%

20%

30%

40%

50%

60%

2004 2005 2006 2007 2008 2009 2010 2011 2012

Pe

rce

nt

of

Tou

rist

s

Participation in Adventure Tourism Holiday Tourists Only

Adventure

Extreme Adventure

0%

10%

20%

30%

40%

50%

60%

70%

80%

Pe

rce

nt

of

Tou

rist

s

Participation in Adventure Tourism Holiday Tourists Only

0%2%4%6%8%

10%12%14%16%

Pe

rce

nt

of

Tou

rist

s

Participation in Adventure Tourism Activities – Top 10 Holiday Tourists Only

0% 50% 100% 150% 200%

West Coast RTO (51%)Lake Wanaka RTO (25%)

Nelson RTO (27%)Waitaki RTO (11%)

Queenstown RTO (66%)

Fiordland RTO (30%)Central South Island RTO (7%)

Ruapehu RTO (8%)Southland RTO (9%)

Hurunui RTO (9%)

Mackenzie RTO (27%)Dunedin RTO (28%)

Marlborough RTO (18%)Lake Taupo RTO (25%)Canterbury RTO (66%)

Coromandel RTO (15%)Northland RTO (21%)

Waikato RTO (16%)Wellington RTO (35%)

Manawatu RTO (4%)Hawke's Bay RTO (11%)

Taranaki RTO (4%)

Rotorua RTO (41%)Bay of Plenty RTO (8%)

Auckland RTO (60%)

Regions Visited - Index

0%

5%

10%

15%

20%

Pe

rce

nt

of

Tou

rist

s

Participation in Adventure Tourism Holiday Tourists Only

Adventure

All Tourists

52%

48%

Gender of Adventure Tourists Holiday Tourists Only

Male

Female

9.1 9.1 8.9 8.9 8.8 8.8 8.8 8.8 8.6 8.5 8.5 8.4 8.3 8

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10

Sati

sfac

tio

n (

Ou

t o

f 1

0)

Satisfaction

0%

5%

10%

15%

20%

25%

30%

Shar

e o

f to

tal U

niq

ue

Vis

ito

rs

Adventure Seekers' Traffic to newzealand.com by market

Adventure Seekers

All Visitors

Note: Chinese visitors are far less likely to view any content other than campaign pages, which affects their likelihood to enter the ‘adventure seekers’ segment.

0%

1%

2%

3%

4%

5%

6%

7%

8%

Hotels Motels Bed &Breakfast

Backpackers Holiday Parks Apartments HolidayHomes

Boutique &Lodge

Farmstays

Shar

e o

f B

usi

ne

ss L

isti

ng

Re

ferr

als

Top Accommodation Types for Adventure Seekers on newzealand.com

Adventure Seekers

Total Visitors