Turismo en Nueva Zelanda

Promocin de la naturaleza en el Downunder

To achieve maximum yield for the tourism industry from limited resources, Tourism New Zealand's
marketing activity is carefully focused on a number of key markets around the world and a select
group of consumers within those key markets.
We work offshore to encourage our target market, the 'Active Considerer' to come now, visit more
of our regions and do more during their time here. The competitive nature of the international travel
industry dictates that fresh ideas are always needed to differentiate New Zealand, its culture and
breathtaking landscapes from what the rest of the world has to offer. Our advertising, media and
events activity is continually evolving, to stay one step ahead of our competitors.
As well as marketing to consumers, our trade training and marketing programme is designed to
ensure that those who sell New Zealand have the knowledge and understanding to do so well.
Back home, we work with the New Zealand tourism industry to make sure we deliver an
unforgettable holiday experience to our visitors, so they go home recommending a New Zealand
holiday to their friends and family.
Al tratarse de un pas alejado de los principales mercados mundiales, la promocin del turismo en
Nueva Zelanda se centra en un nmero limitado de mercados clave en el mundo y en determinados
sectores de poblacin dentro de estos mercados.
La naturaleza competitiva de la industria turstica hace necesario que las autoridades competentes
neozelandesas busquen la asociacin de Nueva Zelanda como destino turstico con la
exclusividad y la diferencia derivada de su entorno natural y cultural con respecto al resto de la
ofertas similares ms accesibles para el mercado.
Por esta razn, se prima el turismo de calidad y no el masivo, ya que se busca el efecto boca-oreja
de los turistas en su pas natal a personas susceptibles de elegir Nueva Zelanda como destino.
Las autoridades competentes neozelandesas tienen claro sus limitaciones con respecto a la
promocin del turismo internacional y las limitaciones fsicas que impone su aislamiento. Por un
lado, hay un claro lmite presupuestario. Estamos hablando de un enano demogrfico que apenas
supera los cuatro millones de habitantes.
Cada cuatro aos el Departamento de Turismo nacional elabora una Declaracin de intenciones
en las que se marca una serie de objetivos a alcanzar en dicho periodo de tiempo en los mercados
que consideran clave.
Como ya se ha mencionado, al buscar efectividad la estrategia turstica de Nueva Zelanda se centra
en unos grupos de poblacin especficos de unos determinados pases, creando perfiles tpicos de
cada pas para as decidir en qu clase de medios y qu clase de publicidad tendr una mayor
repercusin, por lo tanto reduciendo costes y aumentando beneficios.
[Introducir aqu ejemplo del perfil medio del turista britnico y alemn. Descargado en PDF]

The International Visitor Survey (IVS)

Published quarterly, the International Visitor Survey (IVS) is carried out by the
Tourism Strategy Group. Research is based on interviews conducted with international
visitors as they depart from Auckland, Wellington or Christchurch airports. Around
5,200 interviews are completed each year, according to specified quotas for certain
nationalities and visitor demographics.

The interview questions cover all aspects of visitors' time in New Zealand from arrival
to departure, including their demographics, accommodation types used, regions
visited and an estimate of expenditure. Samples are weighted to align with visitor
arrivals figures and to ensure results are not skewed due to known discrepancies.
Access IVS data here

International Visitor Arrivals (IVA)

Published monthly, the International Visitor Arrivals (IVA) survey measures

international visitor arrivals into New Zealand by month and by year. The survey is
sourced from monthly 'International Travel and Migration' statistics published by
Statistics New Zealand (www.stats.govt.nz) and collected by the New Zealand
Customs Service.
Access IVA data here

Commercial Accommodation Monitor (CAM)

Released monthly, this is a monitor of New Zealand's commercial accommodation with
data collected including the number of establishments, capacity, nights spent,
occupancy rates and origin of visitors.
Access CAM data here

Domestic Travel Survey (DTS)

The Domestic Travel Survey (DTS) provides information on New Zealanders travelling
within New Zealand. Data covers day trips, overnight trips, nights away, places
stayed, main reason of trips, transport used, activities undertaken and expenditure.
Access DTS data here

Regional Visitor Monitor (RVM)

The Regional Visitor Monitor (RVM) monitors the motivations, expectations and
satisfaction levels of visitors to New Zealand's key destination regions: Auckland,
Rotorua, Wellington, Christchurch, Queenstown and Dunedin. While data collected is
confidential to the regions, a benchmark report is publically available online.
Access RVM benchmark reports here

Tourism Satellite Account (TSA)

The tourism satellite account (TSA) measures the contribution of tourism to the New
Zealand economy. Results include tourism's share of exports and gross domestic
product (GDP), employment and GST revenue.
Access the TSA here

Forecasts 2010-2016
Prepared annually since 1999, the Tourism Strategy Group's long-range tourism
forecasts provide in-depth estimates on future tourism activity within New Zealand.
Using statistical modelling and with wide industry input, the forecasts cover a sevenyear projection period. Forecasted information includes international visitor arrivals,
regional spread, visitor expenditure and analysis by major inbound markets.
Access the 2010-2016 forecasts here

The Tourism Industry Monitor (TIM)

The Tourism Industry Monitor (TIM) is an industry initiative led by the Tourism
Strategy Group, the Tourism Industry Association, Tourism New Zealand and the New
Zealand Hotel Council. It surveys a range of tourism organisations and businesses in
order to provide a regular, up-to-date report on the performance of the tourism sector,
including the outlook for the next three months.
Access the latest TIM report here

Research projects, reports, market summaries and sector profiles

The New Zealand Tourism Research website is a good source of other tourism research
and analysis covering all aspects of the industry. A range of ad hoc research reports
are available on this website as well as profiles covering tourism sectors and
international markets, which bring together data from the various tourism research

data sets.
The New Zealand tourism industry employs nearly one in 10 New Zealanders,
contributes NZD50 million per day to the New Zealand economy and accounts for 10
per cent of the country's GDP. It's a huge industry.
El turismo en Nueva Zelanda emplea al 10% de la poblacin y contribuye a un 10%
del PIB. Es, por lo tanto, un sector de tamao considerable.
The New Zealand Tourism Strategy 2015 sets out a vision for tourism as a leading
contributor to a sustainable New Zealand economy. Jointly developed by Tourism New
Zealand, the Tourism Industry Association and New Zealand Ministry of Tourism, it
provides a roadmap that will help guide the tourism industry in its future growth.
The strategy also sets some benchmarks on how tourism can help improve and
protect New Zealand's cultural, natural and social environments. The future of tourism
depends on all of these aspects, as they are all part of a New Zealand holiday and
essential to delivering the kinds of experiences we promise through the 100% Pure
New Zealand campaign.
The Strategy has two Mori principles at its core: kaitiakitanga (guardianship) and
manaakitanga (hospitality). Together these two principles provide a foundation for a
sustainable approach to tourism.
Weaving these two principals through what we do in the tourism industry provides the
basis for an authentic and uniquely New Zealand approach to sustainability. New
Zealanders are already renowned for their friendliness and hospitality. Our challenge is
to continue to provide hospitality to growing numbers of visitors while protecting and
developing our communities, culture and natural environment.
Tambin se elabora una estrategia quinquenal de sostenibilidad ambiental del turismo,
que establece unos patrones generales para garantizar la sostenibilidad ambiental.
Tambin se proponen medidas por medio de las cuales el turismo puede proteger o
ayudar a mejorar la preservacin del medio social, cultural y natural ambiental.
Esta estrategia de preservacin ambiental es resumida en cuatro puntos por el
Ministerio de Turismo de Nueva Zelanda:
Visitors will want to travel here for the unique experiences New Zealand offers, they
will enjoy New Zealand once they get here, and they will go home
recommending it to others
Tourism businesses will be financially profitable, able to reinvest in their businesses,
and attract and retain the skilled workers they need
The natural environment will be protected and enhanced, and tourism businesses will
be committed to minimising the environmental impacts of their operations,
ensuring our core tourism product - our environment - will be retained for
future generations
The tourism industry and local communities will work together for mutual benefit

Los visitantes querrn viajar a Nueva Zelanda por las experiencias nicas que
ofrece, las disfrutarn una vez all y volvern a casa recomendndoselo a otros.
Las empresas tursticas sern rentables, capaces de reinvertir en sus negocios

El medioambiente ser protegido y mejorado y las empresas tursticas se

comprometern a minimizar el impacto ambiental en sus operaciones,
asegurndose de que el principal producto turstico, que es el medioambiente,
ser conservado para las generaciones venideras.
La industria turstica y las comunidades locales trabajarn conjuntamente para
su mutuo beneficio.

In the year-ending November 2011, New Zealand's primary sources for visitor arrivals
were Australia (1,146,273 arrivals); the UK (231,764 arrivals); the US (184,228
arrivals); China (141,289 arrivals), Japan (69,417 arrivals), Germany (64,020
arrivals), South Korea (52,629 arrivals) and Canada (49,129 arrivals).
A finales de 2011, las principales fuentes de visitantes en Nueva Zelanda fueron
Australia (1.146.273 llegadas), el Reino Unido (231.764 llegadas), los Estados Unidos
(184.228 llegadas), China (141.289 llegadas), Japn (69.417 llegadas), Alemania
(64.020 llegadas), Corea del Sur (52.629 llegadas) y Canad (49.129 llegadas).
[Introducir imagen que muestra cambios en el turismo a NZ]
Significant secondary markets included France, Singapore, Malaysia, South Africa and
the Netherlands - some of this a reflection of visitors arrivals for the Rugby World Cup
2011.
Francia, Singapur, Malasia, Sudfrica y Holanda fueron mercados secundarios pero con
cierto protagonismo. Muchas de estas visitas se produjeron como resultado del
Mundial de Rugby.

Information for tourism businesses

This page contains some basic information specifically for tourism businesses.
Tourism New Zealand
Industry associations
Sustainability
Maori tourism

Tourism New Zealand

Tourism New Zealand is a crown entity responsible for marketing New Zealand
as an international l visitor destination. Tourism New Zealand also provides
information to visitors through the i-SITE network, and sets standards through
the Qualmark quality assurance programme.

Find out more

Tourism New Zealands First steps Starting your new tourism business
Tourism New Zealand's consumer website
Tourism New Zealand corporate website
Tourism Industry Association

i-Site website
Qualmark website

Industry associations
Tourism Industry Association of New Zealand
The Inbound Tourism Operators Council
The New Zealand Hotel Council
The Motel Association of New Zealand
@ Home New Zealand
The Travel Agents Association
The Bus and Coach Association
The Hospitality Association
The New Zealand Retailers Association
Top

Sustainability
The Ministry of Economic Development has published eight Best Practice
Guides, targeted at tourism operators, to help them make their businesses
more sustainable.
They contain practical ideas and actions tourism operators can take in many
areas of sustainable best practice.
Accommodation Best Practice Guide [209 kB PDF]
Food and Wine Best Practice Guide [216 kB PDF]
Fresh Water Best Practice Guide [230 kB PDF]
Land Activities (One Location) Best Practice Guide [189 kB PDF]
Land Activities On the Move Best Practice Guide [226 kB PDF]
Marine Activities Best Practice Guide [171 kB PDF]
Transport Operator Best Practice Guide [162 kB PDF]
Visitor Attractions Best Practice Guide [164 kB PDF]

Further information
Qualmark Green website
Tourism New Zealands Delivering the Promise website
Top

Maori tourism
The range and quality of Maori tourism products has grown steadily in recent
years. Engaging with Maori culture and concepts can add depth to visitors
interaction with New Zealands landscape and communities. Research by the
Ministry of Economic Development 1 indicates that the number of visitors
experiencing Maori cultural tourism is growing, and is particularly popular
amongst international visitors.
1

Maori Tourism Sector Profile [466 kB PDF]

The New Zealand Maori Tourism Council (NZMTC) supports its member Maori
Regional Tourism Organisations to build business capability amongst Maori
tourism operators, and promote and support Maori tourism interests and
initiatives. Some of these businesses deliver tourism products based on Maori
culture, whilst others are owned by Maori but deliver more mainstream
tourism products.
New Zealand Maori Tourism Council website
New Zealand Maori Tourism Councils Living Landscapes website

Maori tourism
Maori Arts and Crafts Institute
The New Zealand Mori Arts and Crafts Institute Act 1963 created what is now
known as the New Zealand Mori Arts and Crafts Institute, located in Rotorua.
New Zealand Mori Arts and Crafts Institute, now trading as Te Puia, is one of
New Zealand's leading tourism businesses. Its governing board consists of up
to seven members appointed by the Governor-General on the recommendation
of the Minister of Tourism.
The Ministry of Economic Development monitors the management of Te Puia,
and provides advice to the Minister of Tourism.