Tourism Statistics - Management and Dissemination Approach in New

Zealand

Bruce Bassett

Ministry of Tourism

Today’s Presentation

• New Zealand’s “system” of tourism statistics

– What we do

– How we do it

– How users can access it

– Key observations

Firstly, New Zealand...

• Nation of 4 million people

• Located in South Pacific – three hours flight time from Australia

• Mixed economy with agriculture and service sector base

Tourism in New Zealand...

• International tourism – NZ$6.8 billion• 15.7% of export earnings• Domestic Tourism – NZ$8.3 billion• 9.0% of GDP (direct and indirect) • 9.3% of employment (direct and indirect)

Tourism is very important for New Zealand...

...and growing rapidly...

Forecasts to 2009

• International arrivals up 5.7% per year

• International expenditure up 9.7% per year

Strategic Context...

“New Zealand Tourism Strategy 2010”

• Released in 2001with strategic focus to 2010• Developed through public/private sector partnership • Key document for tourism – setting long term vision

“...High yield and sustainable industry...”

NZTS 2010 Research Recommendations

• Recognised research and data as “key enabler”

• Key recommendation to:

“...establish commitment for the continuation of funding for the core tourism dataset ... and the accountability for commissioning the core tourism data set should be within one organisation.”

Secondary Recommendations...

• “...improve the quality and integration of the core tourism data set to support effective sector analysis.”

• “...exploit technology and other media to increase the accessibility of research to users.”

What have we achieved...

Since 2001, the recommendations have been substantively actioned:

• Funding in place• Responsibility vested with Ministry of Tourism • Quality processes in place• Common data management • Dissemination strategy in place

Organisational Arrangements...

Key Agencies...

Ministry of Tourism

• Strategic responsibility for programme • Funded to procure New Zealand’s tourism statistics• Supports the Tourism Research Council New Zealand• Team of six to support the research programme

Key Agencies...

Tourism Research Council New Zealand

• Established by Minister of Tourism in 2000• Provides advice to Ministry to ensure the tourism

statistics are meeting industry requirements • TRCNZ “brand” focal point for dissemination (under

review)

Key Agencies...

Statistics New Zealand

• New Zealand official statistical agency• Undertakes key components of tourism statistics• Has overview role to ensure quality of “official

statistics”, including those it doesn’t produce itself

This approach provides for...

• Industry requirements articulated through TRCNZ• Consistency and integration through the Ministry’s

“ownership” of the system• Rigour from the official statistical agency

This is New Zealand’s “system” of tourism statistics, the components of which are...

Core Tourism Data Set

IVA

IVS

DTS

CAM

ForecastsTSA

Historic Current Future

International Visitor Arrivals...

• Core data on arrivals and departures

• Provided by Statistics New Zealand

• Released monthly

• Weekly tracking data also

International Visitor Survey...

• Interview of 5000 departing travellers

• Expenditure, travel patterns, activities

• Time series since 1997

• Provided by market research company

• Released quarterly

Domestic Travel Survey...

• Interview of 15,000 households• Expenditure, travel patterns, activities – for day

trip and overnight travel • Time series since 1999• Provided by market research company• Currently, annual release but moving to quarterly

Commercial Accommodation Monitor...

• Survey of around 3500 accommodation providers

• Capacity, occupancy, origin of visitors• Time series since 1996• Provided by Statistics New Zealand • Released monthly

Tourism Satellite Account...

• Measure of economic contribution of tourism

• Expenditure, value added, employment

• Time series since 1997

• Provided by Statistics New Zealand

Tourism Satellite Account

Key Feature of New Zealand’s TSA...

• Direct and indirect contribution• Allows the full role of tourism to be measured and

accounted for - the full picture of tourism is being told • Released annually• Current (released 15 months after reference period)

Forecasts

Well worth a mention...

• Annual forecasting cycle• Arrivals, nights and expenditure• Short term and out to 2009• Key vehicle for regional analysis • Provided by economic analysis companies

Forecast Accuracy...

Reporting Data as Quickly as Possible...

Component Reporting

Period

Release following data period

IVA Monthly 3 weeks

CAM Monthly 6 weeks

DTS Quarterly 3 months

IVS Quarterly 3 months

Forecasts Annually 8 months

TSA Annually 15 months

Driving Quality...

Ongoing quality processes...

Foundation project:

“Review of Core Tourism Statistics”

• Released in 2002

Driving Quality...

Implementation of the Review’s Recommendations

• Audit process for IVS and DTS• Aligning classifications across datasets• Refining methodologies • Separate review of CAM’s operations

Dissemination Strategy...

There is a large body of quality data...

The big challenge is to drive usage of these statistical outputs

Three key aspects...

• Data Management

• TRCNZ Website

• Communications

Data Management...

First step has been to deploy a common data management platform for the outputs of the core

tourism data set...

“Harmoni” Software

Harmoni...

• Proprietary software programme

• Allows user to access and manipulate data for their particular needs

• User friendly and intuitive programme

• Critically, it enables data access via the TRCNZ website...

TRCNZ Website...

• This is a major tool for accessing data, research and analysis:

“A one-stop-shop for tourism research, data and forecasts”

TRCNZ Website...

• Tiered access and lots of content

High level summary data

Through to...

Direct data access - powerful tool

So, who are the website users:

• Many and varied users – industry, researchers, consultants, government, students

• Full range of breadth and depth – top line data users to in-depth users

• Building website usage

We have a lot more to do – awareness raising and training is a top priority

Communications...

• Designed to take specific information to users and to raise awareness of the programme

• A number of tools...

Highlights from all the data sets over long time periods Annual data

TRCNZ’s

“Blue Book”

TRCNZ’s Forecasts

• Forecasts to 2009

• Nights, arrivals, expenditure, regional activity and more...

The Short Term...

Challenge to get the regular data updates to users…

Tourism

Leading

Indicators

Monitor…

Monthly

Lots of other mechanisms...

• Good relationships with media

• Ministerial support in data releases

• Comprehensive user relationships forged

• One-on-one contacts with key agencies and companies

Good usage – but more work needed

What difference has been made...

High level data has fundamentally changed the way tourism is viewed as an industry

“Tourism is clearly recognised as a key driver of the New Zealand economy”

What difference...

More analytical work is undertaken - the understanding of tourism has never been better

For instance, understanding the effects of major events on New Zealand tourism, eg Sept 11, SARS

– Declines less than initial expectations– Recovery faster that expectations – Quality information moderates reactions

What difference...

We are able to analyse tourism at a finer level than ever before

“Information in the hands of decision-makers at the levels that they need it...”

What difference...

The forecasts provide a robust future focus...

“Forecasts widely used by industry and agencies in planning processes.”

Some key lessons from the New Zealand experience...

Key lessons...

Strategic Driver

• Needs high level strategic driver and commitment to make it happen – in our case the New Zealand Tourism Strategy 2010 was the driver...

Key lessons...

Single Point of Responsibility

• Overall responsibility for the data components with one organisation is highly desirable

Key lessons...

Comprehensive Review

• Informing management processes through undertaking comprehensive reviews is key

Key lessons...

Ability to Implement

• There needs to be an ability to implement the findings of review processes

Key lessons...

Common Data

• Common data management allows dissemination processes to be streamlined and analysis undertaken on common basis

Key lessons...

Direct User Access

• Web access with direct user access to data is key to the effective provision of large volumes of information that users can tailor for their use

Finally...

• This is an ambitious programme – it is new and evolving. There is much development to be done

• There is lots more certainty in the sector than previously existed

“The value of the data is in its usage”

www.trcnz.govt.nz

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