Chris RobertsTourism 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
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 20140
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
Short term overseas visitor arrivals(Year end September)
Acut
al co
unts
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 20140.0
10.0
20.0
30.0
International visitor length of stay(Year end September)
Average stay days Median stay days
Day
s
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 28,000,000
29,000,000
30,000,000
31,000,000
32,000,000
33,000,000
34,000,000
Accommodation total guest nights(Year ended August)
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 20140.0
10.0
20.0
30.0
International and domestic expenditure(Year ended March)
International Domestic
$ (b
illi
on
)
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 20140.0
5.0
10.0
Contribution to GDP(Year ended March)
Indirect tourism value added Direct tourism value added
Per
cen
t
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 20140
100,000
200,000
Tourism employment(Year ended March)
Indirect Direct
Nu
mb
er o
f F
TE
s
2012 2013 2014270
280
290
300
310
320
330
Total net cruise expenditure(Year end August)
$(million)
2012 2013 20140
50,000
100,000
150,000
200,000
250,000
Cruise passengers (excl crew)(Year ended August)
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 20140.0
0.5
1.0
1.5
2.0
2.5
40,000
44,000
48,000
52,000
56,000
International student expenditure and international student arrivals < 12 months
(Year ended March)International student expenditure International arrivals for education < 12 months
$ (b
illi
on
)
Arr
ival
s
New Zealand vs the World...
USA Canada Australia New Zealand0
5
10
15
20
25
30
Annual change in Chinese and total international visitor arrivals;New Zealand compared to key competitors
(Year ended July 2014)
Short term Chinese arrivals Total short term visitor arrivals
Destination Country
Per
cen
t
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%
2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 202512.0
13.0
14.0
15.0
16.0
17.0
18.0
19.0
20.0
21.0
12.813.0
13.4
13.9
14.5
15.1
15.7
16.3
17.0
17.6
18.3
19.1
19.8
20.6
Tourism 2025 Domestic aspirational spend
4% CAGR
3.2%
2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 20258.0
9.0
10.0
11.0
12.0
13.0
14.0
15.0
16.0
17.0
18.0
19.0
20.0
9.8 9.6
10.3
10.9
11.6
12.3
13.0
13.8
14.6
15.5
16.4
17.4
18.4
19.6
Tourism 2025 International aspirational spend
Year
$ billion
7.4%
6% CAGR
2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 202521.0
23.0
25.0
27.0
29.0
31.0
33.0
35.0
37.0
39.0
41.0
22.6 22.6
23.7
24.9
26.1
27.3
28.7
30.1
31.6
33.1
34.8
36.5
38.3
40.2
Tourism 2025 - Total aspirational spend
Year
$ billion
5.0%
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 RobertsTourism Industry Association New Zealand