Our market infographics are drawn from two different sources.

HISTORIC VIEW: Past Visitor ResearchThis 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 ResearchAn 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.

FUTURE VIEW OF OUR TARGET

AUDIENCEACTIVE CONSIDERERS

OF NEW ZEALAND

HISTORIC VIEW TOTAL ARRIVALS

YE JUNE 2016

AUS

3.7M

CHINA

26.4M

USA

15.4MJAPAN

4.1M

UK

5.0MGERMANY

5.9M

AUS 1,365K

41%

CHINA 397K

12%

USA 258K

8%

JAPAN 94K

3%

UK 214K

7%GERMANY 91K

3%

REST OF WORLD

26%

NEW ZEALANDUNDERSTANDINGOUR VISITORS

TOURISM

CHINAMARKET SNAPSHOT

CHINA IS OUR SECOND LARGEST TOURISM MARKET. IT IS EXPERIENCING PHENOMENAL GROWTH WITH THE TOTAL VALUE OF VISITORS APPROACHING $2 BILLION.

AVERAGE LENGTH OF STAY

1/9SOURCES: 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

PURPOSE OF VISIT

SPEND CONTRIBUTION

VISITING FRIENDS /RELATIVES

44K

BUSINESS

13KEDUCATION

9K

OTHER

21K

CONFERENCES

2K

TOTAL

397K

HOLIDAY TOTAL

$1.316B$1,749B

HOLIDAY STAY DAYS 2.5MTOTAL STAY DAYS 6.7M

HOLIDAYS

8DAYS

ALL VISITORS

17DAYS

HOLIDAY VISITORS

91%

9%

REPEAT VISITORS

FIRST TIME VISITORS

AVERAGE SPEND

HOLIDAY TOTAL

$4,630 $4,903

HOLIDAY

308K

2/9

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

CHINA ARRIVALS (000)

1,000

800

600

400

200

0

TOTAL UP 34% ON 2014

921K FORECAST BY 2022

HOLIDAY UP 40% ON 2014

TOTAL HOLIDAY

CHINAMARKET SNAPSHOT

2008 2010 2012 202020162014 2018 2022

FREE INDEPENDENT

TRAVELLERS

GROUP VISITORS

61%

39%

HOLIDAY VISITORS

* COMPARED TO LAST YEAR.

GROWTH IN GENERAL VISA APPLICATIONS*38%

GROWTH IN GROUP VISA APPLICATIONS*25%

OVER HALF OF OUR CHINESE HOLIDAY VISITORS ARE INDEPENDENT PROFESSIONALS.

AGE PROFILE HOLIDAY VISITORS

3/9

CHINAMARKET SNAPSHOT

BACKPACKERS 18-24

INDEPENDENT PROFESSIONALS

25-54

ACTIVE BOOMERS 55-74

32%4% 56%

10 40 7020 50 8030 60

YEARS

12,000

10,000

8,000

6,000

4,000

2,000

0

51%

34%

51% ARRIVE VIA AN AUSTRALIAN PORT34% COME DIRECT FROM CHINA9% COME VIA HONG KONG4% VIA SINGAPORE

+64%DIRECT CHINA-TO-NEW ZEALAND AIR CAPACITY IN 2016 VS. 2015

4/9

MAJORITY OF CHINESE HOLIDAY VISITORS COME VIA AN AUSTRALIAN PORT ALTHOUGH DIRECT AIR CAPACITY FROM CHINA TO NEW ZEALAND IS INCREASING SIGNIFICANTLY.

CHINAMARKET SNAPSHOT

PROVINCE OF RESIDENCE

ZHEJIANG 7%JIANGSU 4%SICHUAN 4%SHANDONG 2%LIAONING 2%FUJIAN 2%HUBEI 2%NOT DEFINED 19%

BEIJING 4%SHANGHAI 17%

GUANGZHOU 13%

GUANGDONG 13%

BEIJING 14%

SHANGHAI 16%

OTHERS

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

THE CHINESE HOLIDAY VISITOR GROWTH RATE IN SPRING AND AUTUMN SHOULDER SEASONS EXCEEDS THE SUMMER PEAK

30%33%

ARRIVE IN AUTUMN

ARRIVE IN SUMMER

23%

ARRIVE IN SPRING

14%

ARRIVE IN WINTER

5/9

SPRING AND AUTUMN HOLIDAY ARRIVAL

GROWTH VS. LAST YEAR

+41%

SUMMER HOLIDAY ARRIVAL

GROWTH VS. LAST YEAR

+21%

CHINAMARKET SNAPSHOT

OTAGO

CANTERBURY

AUCKLAND

BAY OF PLENTY

WAIKATO

WEST COAST

NORTHLAND

HAWKES BAY

MARLBOROUGH

MANAWATU-WHANGANUI

TASMAN

TARANAKI

GISBORNE

6%<1%

14%3%

<1%<1%

42%4%

<1%<1%

1%1%

5%<1%

3%<1%

16%2%

WELLINGTON10%3%

NELSON

5%<1%

31%11%

59%55%

SOUTHLAND13%2%

42%18%

6/9

AUCKLAND, OTAGO AND THE BAY OF PLENTY ARE THE MOST VISITED REGIONS. AUCKAND AND OTAGO ACCOUNT FOR MOST OF THE SPEND.

2%<1%

VISITATION OVERNIGHT

% OF SPEND

CHINAMARKET SNAPSHOT

7/9

TOP ACTIVTIES FOR CHINESE HOLIDAY VISITORS.

MAORI CULTURAL EXPERIENCE / ACTIVITY 71%

HOT POOLS 43% GEOTHERMAL PARK 67%

SCENIC TOUR BUS OR

TRAIN 43%

FARM / ORCHARD 67%

SCENIC BOAT TRIP 58%

BEACH 71%

NATIONAL PARKS 69%

WALK / HIKE / TRAMP 71%

OBSERVING WILDLIFE 84%

CHINAMARKET SNAPSHOT

ACCOMMODATION STAYED IN

34%

19%

3%

17%

MOTEL / MOTOR INN / SERVICED APPT

FAMILY AND FRIENDS

LUXURY

CAMPING

TRANSPORT USEDTour bus is the most popular option, although the

proportion is down from 53% last year

TOUR BUS 48% PRIVATE CAR 20%

PLANE 38% BUS SERVICE 12%

RENTAL CAR 33% FERRY OR BOAT SERVICE 12%

HELICOPTER 22% COOK STRAIT FERRY 10%

TAXI / SHUTTLE 21% YACHT 10%

8/9

THE MAJORITY OF CHINESE VISITORS STAY IN HOTELS WHILE IN NEW ZEALAND AND TOUR BUSES REMAIN A POPULAR OPTION FOR GETTING AROUND.

CHINAMARKET SNAPSHOT

11%BACKPACKER / HOSTELS

68%HOTEL

Overall, Chinese visitors are highly satisfied with their New Zealand experience - although their satisfaction score is slightly lower than scores from key western markets.

Expectations of New Zealand experience met or exceeded8.9/10 95%61% Met

34% Exceeded

4% Worse

1% Not sure

9/9

THE MAJORITY OF CHINESE VISITORS ARE HIGHLY SATISFIED WITH THEIR NEW ZEALAND EXPERIENCE. THERE IS AN OPPORTUNITY TO EXCEED EXPECTATIONS FOR MORE CHINESE VISITORS.

82% PROMOTERS

13% PASSIVE

4% DETRACTORS 78%

LIKELY TO RECOMMEND NEW ZEALAND AS A

DESTINATION

CHINAMARKET SNAPSHOT

SATISFACTION MEETING EXPECTATIONS

NET PROMOTER SCORE