Contents

• What we see
• Focus on value
• China: Issues and
opportunities
 Driving value in China
• Focus on FIT

• Tier 1 cities

• Special interest – golf

• Business Events
 How?
• Advocacy strategy
• Leverage the best of old and new media
• Encourage the Chinese to tell our story

• Adjust PKP programme

• Beef up Beijing

• Relationships/partnerships
 The New Zealand brand is strong
Respite
“We yearn for this country – it’s a spacious land with few
people”
Harmony
“It’s a harmonious relationship – it’s only decades old really
but there is no conflict”
Trust
“We have different cultures but we
are close – we trust them”
 But popularity brings risk
• Seasonal peaks and over-crowding

• Driver safety

• Guide quality

• Rising expectations
 Holiday Arrivals – Jan to Jul 14
+ 10%
140,000

120,000 115,232
105,136
Arrivals 100,000

80,000

60,000

40,000

20,000

Jan-Jul 13 Jan-Jul 14

Source: Statistics New Zealand – International Travel and Migration

 Tourism Law – Impact in 2014
Shopping Tours -5% Independent Holiday
Number of Tourists

63,665 60,318
+69%
25,983
15,416

Jan-Jun 13 Jan-Jun 14

Jan-Jun 13 Jan-Jun 14

Source: Statistics New Zealand – Travel and Migration Statistics

Immigration New Zealand – Visa Approvals
China Holiday Stay Days: Jan – Jul 14
1,000,000
902,944
900,000
800,000
698,816
700,000
600,000
Arrivals

500,000
400,000
300,000
200,000
100,000
0

Jan-Jul 14 Jan-Jul 14

Source: TNZ Insights

 Length of Stay in New Zealand - Holiday
Days in New Zealand 8

4
2007 2008 2009 2010 2011 2012 2013 2014
Source: TNZ Insights

Source: Statistics New Zealand – International Travel and Migration

 Length of Holiday in New Zealand - July
July 2013 July 2014

7.1 8.5
Days Days

Source: Statistics New Zealand – International Travel and Migration

 Airline news
• China Eastern to launch high season charter service
from Shanghai to Auckland in December
• China Southern up to ten flights weekly from
October
• China Air to introduce three flights weekly from
Taipei to Christchurch via Sydney
 Encouraging signs from Japan
• Visitor growth: 77k, +4%
• Committed to a two segment strategy to ensure
long-term health
• Senior Nature Lovers
• Young Adventurers
• Preference levels increasing
• Additional airline capacity –
• Air NZ +30% in FY15
 And from Korea…
• Visitor numbers: 53k, +6%
• Demonstrated the value of high impact, TV-led PR
• Daddy, where are you going?
• A focus market for new regional Premium Manager
• Korean Air increase to 747 daily service
 The SQ/Air NZ alliance
• Visitor numbers from Singapore: 45k, +18%
• SQ daily A380 confirmed for Auckland route from
October 27th
• Air New Zealand targeting flights from early January
2015