Published on : Wednesday, November 22, 2017
According to its recently released Annual Report for 2016/17, New Zealand witnessed total visitor arrival numbers going up by 10% to 3.6 million last year, with holiday arrivals increasing by 12% (1.9 million).
It was a year of dramatic change for Tourism New Zealand as the country had an expanded presence in South America and the Philippines; it also saw leadership changes, challenges associated with the Kaikoura earthquake, the establishment of a significant partnership with the Department of Conservation for increasing visitor experience on the DOC estate among many other issues.
Tourism New Zealand Chair Kerry Prendergast, and Chief Executive Stephen England-Hall, said, “One of our key objectives for FY17 was to continue our work in shifting the seasonal profile of arrivals by investing all marketing funds into promoting New Zealand holidays in the shoulder and off-peak seasons. We are thrilled to see this working with a combined 13.1% increase in spring 2016 and autumn 2017 arrivals against peak summer growth of 8.3%.”
Tourism New Zealand launched several programmes this year focused on increasing international visits to regions which are less visited. This included a campaign targeted towards the China market focused on Wellington, Tasman, Marlborough, and Nelson, which was well-received by key operators who reported an increase in Chinese visitors over the campaign period.
Tourism New Zealand continued its successful commercial partnerships with Google and Facebook, various airlines, and travel agencies, and influential celebrities to promote New Zealand to different audience groups.
The leading source markets for visitors to New Zealand remained Australia (with 1.4 million visitors, up 6.2%), China (up 0.3%), the US (up 26.4%), UK (up 14.3%), Germany (up 14.6%), and Japan (up 7.3%).
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