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ASIAN MARKETs

ASIAN MARKETs. China , Korea, Singapore, Japan. David Craig – GM Asia. 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

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ASIAN MARKETs

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  1. ASIAN MARKETs China, Korea, Singapore, Japan David Craig – GM Asia

  2. Contents • What we see • Focus on value • China: Issues and opportunities

  3. Driving value in China • Focus on FIT • Tier 1 cities • Special interest – golf • Business Events

  4. 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

  5. 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”

  6. But popularity brings risk • Seasonal peaks and over-crowding • Driver safety • Guide quality • Rising expectations

  7. Holiday Arrivals – Jan to Jul 14 + 10% Jan-Jul 13 Jan-Jul 14 Source: Statistics New Zealand – International Travel and Migration

  8. Tourism Law – Impact in 2014 Number of Tourists Source: Statistics New Zealand – Travel and Migration Statistics Immigration New Zealand – Visa Approvals

  9. China Holiday Stay Days: Jan – Jul 14 Jan-Jul 14 Jan-Jul 14 Source: TNZ Insights

  10. Length of Stay in New Zealand - Holiday Source: Statistics New Zealand – International Travel and Migration

  11. Length of Holiday in New Zealand - July July 2013 July 2014 8.5 Days 7.1 Days Source: Statistics New Zealand – International Travel and Migration

  12. 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

  13. 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

  14. 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

  15. 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

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