“New Zealand’s iconic landscapes and scenery remain the key driver for potential visitors across all markets. Our reputation as a place to have fun and enjoy yourself is also a strong driver for our Active Considerers,” says Tourism New Zealand Chief Executive, René de Monchy.

“The data shows being unsure what weather in New Zealand is like* and ease of travel within New Zealand to be key knowledge gaps for travelers and are factors potentially holding them back from booking. We will look at how we can address these in our future activity to encourage visitation.

Conducting regular consumer research supports Tourism New Zealand’s work to attract high-quality visitors from our key international markets. The information is valuable for tourism operators to help them understand the needs and desires of their customers and grow their businesses.

“The research helps identify which attributes, such as our spectacular landscapes and unique culture, those actively considering visiting find most appealing and what drives these people to have New Zealand as their most preferred destination. This allows us to tailor our messages and activity that inspires them to choose New Zealand.

“Overall, preference for New Zealand among our those actively considering visiting is at an all-time high of 44.6%, giving us a highly motivated group of people to reach with our campaign activity. We will continue to focus our efforts to convert these people to high quality visitor arrivals.”

“Tourism will be an important contributor to the country’s recovery, and we are working hard to position New Zealand as an attractive destination,” concludes Mr de Monchy.

Notes:

Tourism New Zealand defines Active Considerers as those who are seriously considering visiting New Zealand in the next three years and have budget to travel here. Active considerers are between 18-74 years old.

The half-yearly Active Considerer reports provide a detailed overview of the knowledge, attitudes, and behaviors of Active Considerers (target audience) across both Tourism New Zealand’s key markets Australia(opens in new window), United States(opens in new window), England, Germany(opens in new window), China and Japan(opens in new window) as well as emerging markets Canada(opens in new window), India, South Korea, and Singapore(opens in new window).

*The consumer research was conducted between July – December 2022 and was not impacted by New Zealand’s recent weather events.