TOURISM NEW ZEALAND OUR VISITORS UNDERSTANDING HISTORIC VIEW TOTAL ARRIVALS YE JUNE 2016

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1 TOURISM JAPAN 94K NEW ZEALAND UNDERSTANDING OUR VISITORS GERMANY 91K CHINA 397K 12% UK 214K 7% USA 258K 8% Our market infographics are drawn from two different sources. HISTORIC VIEW: Past Visitor Research This is information collected about those who have visited New Zealand. This is the source for the Market Snapshot infographics. It is primarily sourced from Statistics New Zealand (International Travel and Migration), and the Ministry of Business, Innovation and Employment (International Visitor Survey). FUTURE VIEW: Active Considerer Research An Active Considerer is someone who has New Zealand in the top five of next destination choice. This is the source of information for the Consumer Profile infographics, helping us understand how our target audience sees New Zealand as a holiday destination. AUS 1,365K 41% REST OF WORLD 26% HISTORIC VIEW TOTAL ARRIVALS YE JUNE 2016 USA 15.4M UK 5.0M GERMANY 5.9M CHINA 26.4M JAPAN 4.1M FUTURE VIEW OF OUR TARGET AUDIENCE ACTIVE CONSIDERERS OF NEW ZEALAND AUS 3.7M

2 CHINA IS OUR SECOND LARGEST TOURISM MARKET. IT IS EXPERIENCING PHENOMENAL GROWTH WITH THE TOTAL VALUE OF VISITORS APPROACHING $2 BILLION. PURPOSE OF VISIT AVERAGE LENGTH OF STAY VISITING FRIENDS / RELATIVES 44K OTHER 21K EDUCATION 9K CONFERENCES 2K TOTAL 397K BUSINESS 13K HOLIDAY 308K 8 DAYS HOLIDAYS 17 DAYS ALL VISITORS HOLIDAY STAY DAYS 2.5M TOTAL STAY DAYS 6.7M HOLIDAY VISITORS AVERAGE SPEND SPEND CONTRIBUTION REPEAT VISITORS 9% $4,630 $4,903 $1.316B $1,749B 91% FIRST TIME VISITORS HOLIDAY TOTAL HOLIDAY TOTAL 1/9 SOURCES: STATISTICS NEW ZEALAND INTERNATIONAL TRAVEL AND MIGRATION; MBIE INTERNATIONAL VISITOR FORECASTS; MBIE INTERNATIONAL VISITOR SURVEY (HOLIDAY VISITORS); MBIE REGIONAL TOURISM ESTIMATES; SABRE MARKET INTELLIGENCE; IMMIGRATION NEW ZEALAND

3 CHINA HAS BEEN A MAJOR DRIVER OF TOURISM GROWTH, ACCOUNTING FOR 26% OF ARRIVAL GROWTH AND 31% OF HOLIDAY ARRIVAL GROWTH IN THE LAST THREE YEARS. STRONG GROWTH FROM CHINA SET TO CONTINUE 1, CHINA ARRIVALS (000) TOTAL UP 34% ON K FORECAST BY HOLIDAY UP 40% ON TOTAL HOLIDAY HOLIDAY VISITORS FREE INDEPENDENT TRAVELLERS 39% 61% 25% 38% GROWTH IN GROUP VISA APPLICATIONS* GROWTH IN GENERAL VISA APPLICATIONS* 2/9 GROUP VISITORS * COMPARED TO LAST YEAR.

4 CHINA OVER HALF OF OUR CHINESE HOLIDAY VISITORS ARE INDEPENDENT PROFESSIONALS. AGE PROFILE HOLIDAY VISITORS 4% 56% BACKPACKERS % INDEPENDENT PROFESSIONALS ACTIVE BOOMERS ,000 10,000 8,000 6,000 4,000 2, YEARS 3/

5 MAJORITY OF CHINESE HOLIDAY VISITORS COME VIA AN AUSTRALIAN PORT ALTHOUGH DIRECT AIR CAPACITY FROM CHINA TO NEW ZEALAND IS INCREASING SIGNIFICANTLY. 51% ARRIVE VIA AN AUSTRALIAN PORT 34% COME DIRECT FROM CHINA 9% COME VIA HONG KONG 4% VIA SINGAPORE BEIJING 4% SHANGHAI 17% GUANGZHOU 1 34% 51% DIRECT CHINA-TO-NEW ZEALAND AIR CAPACITY IN 2016 VS % 4/9 PROVINCE OF RESIDENCE BEIJING 14% SHANGHAI 16% GUANGDONG 1 OTHERS ZHEJIANG 7% JIANGSU 4% SICHUAN 4% SHANDONG 2% LIAONING 2% FUJIAN 2% HUBEI 2% NOT DEFINED 19%

6 SUMMER IS A POPULAR TIME TO VISIT BUT CHINESE VISITOR GROWTH IN THE SHOULDER SEASONS IS VERY STRONG. KEY TRAVEL PERIOD OF CHINESE NEW YEAR OCCURS DURING OUR SUMMER PEAK ARRIVE IN SUMMER ARRIVE IN AUTUMN ARRIVE IN WINTER ARRIVE IN SPRING 3 30% 14% 2 THE CHINESE HOLIDAY VISITOR GROWTH RATE IN SPRING AND AUTUMN SHOULDER SEASONS EXCEEDS THE SUMMER PEAK 5/9 +21% SUMMER HOLIDAY ARRIVAL GROWTH VS. LAST YEAR +41% SPRING AND AUTUMN HOLIDAY ARRIVAL GROWTH VS. LAST YEAR

7 AUCKLAND, OTAGO AND THE BAY OF PLENTY ARE THE MOST VISITED REGIONS. AUCKAND AND OTAGO ACCOUNT FOR MOST OF THE SPEND. VISITATION OVERNIGHT % OF SPEND TARANAKI 6% NORTHLAND 59% 55% AUCKLAND 14% WAIKATO 42% 4% BAY OF PLENTY MANAWATU-WHANGANUI 1% 1% GISBORNE WEST COAST TASMAN 16% 2% NELSON 5% 5% 10% MARLBOROUGH 2% WELLINGTON HAWKES BAY SOUTHLAND 1 2% 42% 18% 31% 11% OTAGO CANTERBURY 6/9

8 TOP ACTIVTIES FOR CHINESE HOLIDAY VISITORS. NATIONAL PARKS 69% BEACH 71% WALK / HIKE / TRAMP 71% FARM / ORCHARD 67% OBSERVING WILDLIFE 84% SCENIC TOUR BUS OR TRAIN 4 SCENIC BOAT TRIP 58% HOT POOLS 4 GEOTHERMAL PARK 67% MAORI CULTURAL EXPERIENCE / ACTIVITY 71% 7/9

9 THE MAJORITY OF CHINESE VISITORS STAY IN HOTELS WHILE IN NEW ZEALAND AND TOUR BUSES REMAIN A POPULAR OPTION FOR GETTING AROUND. MOTEL / MOTOR INN / SERVICED APPT ACCOMMODATION STAYED IN HOTEL FAMILY AND FRIENDS LUXURY BACKPACKER / HOSTELS CAMPING 68% 34% 19% 17% 11% TRANSPORT USED Tour bus is the most popular option, although the proportion is down from 5 last year TOUR BUS 48% PRIVATE CAR 20% PLANE 38% BUS SERVICE 12% RENTAL CAR 3 HELICOPTER 22% FERRY OR BOAT SERVICE 12% COOK STRAIT FERRY 10% TAXI / SHUTTLE 21% YACHT 10% 8/9

10 THE MAJORITY OF CHINESE VISITORS ARE HIGHLY SATISFIED WITH THEIR NEW ZEALAND EXPERIENCE. THERE IS AN OPPORTUNITY TO EXCEED EXPECTATIONS FOR MORE CHINESE VISITORS. SATISFACTION MEETING EXPECTATIONS Expectations of New Zealand experience 8.9/10 95% met or exceeded 61% Met 34% Exceeded 4% Worse Overall, Chinese visitors are highly satisfied with their New Zealand experience - although their satisfaction score is slightly lower than scores from key western markets. 1% Not sure NET PROMOTER SCORE 4% DETRACTORS 78% LIKELY TO RECOMMEND NEW ZEALAND AS A DESTINATION 82% PROMOTERS 1 PASSIVE 9/9