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Tourism in New Zealand. US$3.5 billion in foreign exchange US$5.1 billion with airfares Tourism is No. 1 forex earner in NZ Around 15,000 companies involved in tourism 108,600 direct employees But one in 10 jobs including indirect employees . Source: Tourism Satellite Account, YE Mar 2005.

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Tourism in new zealand l.jpg
Tourism in New Zealand

  • US$3.5 billion in foreign exchange

  • US$5.1 billion with airfares

  • Tourism is No. 1 forex earner in NZ

  • Around 15,000 companies involved in tourism

  • 108,600 direct employees

  • But one in 10 jobs including indirect employees

Source: Tourism Satellite Account, YE Mar 2005

There s much to attract people l.jpg

Mountaineering Flights in small planes Birds Scenery Waka

Bubbling mud Geysers Parascending Beaches

Bungee jumping Snowboarding Waterskiing Windsurfing Parachuting

Misty mountains Maori carvings Waterfalls Volcanoes Snowy peaks

High technology Whales Kiwi Skiing Industry Foods Timber Wool Wine Fashion

Rugby Horse racing Golf Netball Yachting

Movies Dune surfing Surfing Extreme skiing Jet boating

Horse riding Mountain biking Scuba diving Fishing Vineyards

Cruise boats Harbour views Cosmopolitan cities

Architecture Sights Bars Theatres Culture

Maori culture Gambling Shopping Designer names Fly fishing

Music Restaurants Good food Nightlife Fireworks

Haka Harbours Nature The ferns Sunsets


There’s much to attract people

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New Zealand’s unique attributes Scenery Waka

  • Scenic natural friendlyfresh vital raw mythicgenuine uncorruptedisolated (positive)pristine

  • = Authentic

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...Changing travel motivations Scenery Waka

  • Less travel

    to more exotic


  • Lots of travel


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Targeting Scenery Waka

  • We can’t squeeze EVERYONE in

  • We can’t afford to tell the world

  • We want to look after our country

  • Tourism New Zealand targets international visitors looking for an interactive holiday experience

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Experienced Travellers Scenery Waka

Opinion leaders

Value Authenticity

Plan and book directly

Enjoy the outdoors

Risk Takers

Consume wide range of tourism products

Enjoy life’s indulgences

Technology Users

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1999 Scenery Waka

1.6 million

NZ$3.5 billion



NZ$2.5 billion



One of Largest Forex Earners

for NZ

Growth Results

Since 100% Pure New Zealandcampaign launch


2.4 million

NZ$6.0 billion

Source: Tourism Research Council of NZ

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Tourism New Zealand Scenery Waka

  • NZ’s international marketing agency

  • Funding of $69 million baseline

  • $4m China funding, expires 2009

  • 9 international offices – Australia, UK, USA, Japan, Korea, China, Singapore, Thailand and India as well as New Zealand

  • 100% Pure New Zealand campaign

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Tourism NZ – What we do Scenery Waka


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Events Scenery Waka

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International Scenery Waka

Media Programme and PR

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Online Scenery Waka

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Trade Training Scenery Waka

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100% Pure Experiences Scenery Waka

100% Pure New Zealand


100% Pure Welcome



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i-SITE 2008 Scenery Waka

88 centres nationwide

Total gross turnover estimated $98.6m

Approx 900k international visitors

10 million “customer visits” to i-SITEs

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Qualmark Scenery Waka

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Challenges Scenery Waka

  • Competing destinations

  • Low Cost Airlines

  • Rising travel costs

  • Environmental Concerns

  • Exchange Rate volatility

  • Economic Crisis

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Case Study: Whale Watch Kaikoura Scenery Waka

  • Provide quality experience while carefully managing rare natural resource

  • Maori run business

  • Provide job opportunities for local community

  • Form a sustainable relationship with the entire ecosystem

  • “Ngai Tahu have lived with whales for over 1000 years. We intend to live with them for another 1000 years.”

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Whale Watch Kaikoura Scenery Waka

  • Boats are specially designed to minimize underwater noise

  • All on-board toilets are self contained and never allowed to pollute the sea

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Whale Watch Kaikoura Scenery Waka

  • Records are kept for each trip for scientific research

  • Some Sperm Whales that visit Kaikoura regularly recognize and trust the Whale Watch boats and do not mind being approached

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Whale Watch Kaikoura Scenery Waka

  • Wally Stone, CEO of WWK says the Whale Watch '"experience" sends a powerful message to those who wish to slaughter whales. "We see our business as reinforcing the anti-industrial whaling message…… reinforces whale preservation…… and the whale protection stances adopted by many members of the International Whaling Commission."