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Kia Ora Whanau
Crown Entity tasked with
marketing NZ as a visitor destination
$111 million budget for
FY19
160 staff, 14 offices across the
globe
“Sustainability isn’t enough, to be future proofed we need to move to a place of generation, of enrichment, of adding more than we take away.”
Visitor Economy
Awareness and preferencefor NZ’s destination brand
High-value visitorschoose New Zealandfor their next holiday
Grow valueand spend
Grow regions andSeasonal dispersal Data, insight and
product innovation
Investment in amenitiesand shared infrastructure
Kiwis see the value of tourismand embrace visitors
Visitors embracedas whānau
Arrivals and spend growth
3.8 million international arrivals (+5.3%)
2.0 million holiday arrivals (+6.5%)
Shoulder arrivals +5.6%
International spend $10.9 billion (+9%)
Regional spend +14.1%
Key market growth
Australia +2.5%
China +12.3%
USA +4.6%
UK +9.5%
Germany -2.8%
Japan -0.4%
Resulting in $4.6 billion extra to the
New Zealand economy
5.1 million visitors by
2024
Forecast +30%
growth in arrivals
“Over the next three to five years we are going to see more technological change than we have seen in the past 100 years.
It’s anticipated that Google will become the world’s largest online travel provider.”
What is being done to prepare the country?
• Government investing billions to support tourism infrastructure and product.
• Government focussed on regional growth to spread the benefits of tourism.
• Regional tourism offices are developing collaborative destination management plans.
• The technology sector is talking about tourism as a tech industry.
Tourism New Zealand priorities
1
2
3
Target near- and long-term value including shoulder season and regional growth.
Manage our markets and sectors strategically.
Work with industry to improve experiences for visitors and Kiwis.
Our FY19 focus areas
WHAT
HOW
WHY
Integrated marketing
ENABLED BY: PORTFOLIO BALANCE | TNZ CAPABILITY | TECH PLATFORMS AND DATA
• Paid media (advertising)
• Earned (PR) and social media
• Owned (newzealand.com)
Marketing + Readiness activity
• Global creative content features regions
• Region-specific campaigns
• Partnering with RTOs and Agencies
Streams
• Insight for industry
• Guidance for agencies
• Storytelling for Kiwis
Higher value visitors
• Target active considerers
• Fall in love with NZ
• Higher spend and yield
Inclusive growth
• Regional GDP and development
• Jobs and well-being
• Yield and productivity
Enrich New Zealand
• Tourism enriches New Zealand
• Most thoughtful visitor ecosystem in the world
• economic, social and sustainability
D E S T I N A T I O N M A R K E T I N GAttract the right visitors
D E S T I N A T I O N R E A D I N E S SSustain long term growth
People and Place Inclusive Growth Kaitiakitanga
Road Trips
National Geographic- Quest for manaakitanga
• This is the honeypot to get people to the right place to find out more information• Access to the free wifi is granted following watching a video on how to camp responsibly in New Zealand• The wifi will be implemented at 10 i-SITE Visitor Information Centres to start with• The video will also be targeted through social and digital channels
•
• 45,000 re-usable bags distributed through rental partners and i-SITE Visitor Information Centres
