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Demand for Cultural Tourism Update: June 2008 Report prepared for Ministry for Culture and Heritage

June 2008

Angus & Associates 2

Contents Page 1.0 Introduction 3

1.1 Background 3

1.2 Methodology 4

2.0 Executive Summary 7

2.1 Summary of Main Findings 7

2.2 Conclusions 9

3.0 Main Findings 11

3.1 Context: Market Trends 11

- International and Domestic Visitor Markets 12

- Domestic Visitors: Day vs Overnight Trips 12

- Domestic Visitors: Main Reason for Visit (Overnight Trips) 13

- International Visitors: Country of Origin 14

- International Visitors: Age and Gender Profile 15

- International Visitors: Main Reason for Visit 16

- International Visitors: Travel Style 16

- International Visitors: Length of Stay 18

- International Visitors: Expenditure 19

3.2 Interest in Arts/Cultural/Heritage Experiences 20

3.3 Participation in Arts/Cultural/Heritage Experiences 24

3.4 Satisfaction with Arts/Cultural/Heritage Experiences 32

3.5 Contribution of Cultural Experiences to Overall Visitor Satisfaction 40

3.6 Visitor Planning and Booking Behaviour 41


1.0 Introduction

1.1 Background

The cultural sector makes an important contribution to international and domestic visitors’ experiences

in New Zealand. It adds depth and breadth to each visitor’s interaction with New Zealand, with its

regions, and with its people. And the country’s art, culture and heritage represent important points of

differentiation for those marketing New Zealand tourism in a global context (and for those marketing

regional tourism in a national context).

For the cultural sector, tourism provides some opportunities to grow sustainable organisations and

businesses. Visitors (both international and domestic) can add significantly to local audiences for

cultural events and experiences, and deliver important incremental income. In this way, tourism can

make possible a raft of cultural opportunities/endeavours that might otherwise prove unviable.

These synergies between the cultural and tourism sectors have been recognised in the New Zealand

Tourism Strategy 2010, and in the updated New Zealand Tourism Strategy 2015 which defines a

‘world-class visitor experience’ as one which “shares and celebrates the unique aspects of New

Zealand’s culture and heritage”. These synergies are also reflected in a growing range of marketing

initiatives which are designed to promote and showcase the cultural assets of New Zealand and its

regions to international and domestic visitors.

Following the release of the New Zealand Tourism Strategy 2010, the Ministry of Tourism allocated

funding to research to investigate demand for cultural tourism1 and to the development and

implementation of cultural tourism plans in five regions of the country (Northland, Taranaki, Hawkes

Bay, Wellington and Nelson).

The 2003 research involved a combination of qualitative and quantitative research with domestic

visitors, international visitors, and ‘potential’ international visitors and was designed to confirm the

extent and nature of the demand that existed at that time. This research highlighted varying levels of

interest in, and engagement with, New Zealand’s cultural offerings (generally strongest in international

markets, and comparatively weaker in domestic markets), whilst also reinforcing the importance of

“reciprocal influence” in this respect: that is, the domestic market influences the perceptions of

international visitors and is, in turn, influenced by the perceptions of international visitors.

Five years down the track, MCH believes there is still considerable scope to improve engagement

between the cultural and tourism sectors, and for cultural organisations and businesses to better

exploit the income-generating opportunities presented by New Zealand’s visitor industry. With this in

mind, MCH has appointed a strategist to assist in developing a Cultural Tourism Strategy and

implementation plan which will guide the cultural sector’s engagement with the tourism industry over

the next 10 years.

Primarily as input to this strategy, but also to assist in monitoring the effectiveness of the strategy once

implemented, MCH has commissioned Angus & Associates to update the 2003 Demand for Cultural

Tourism Research by drawing upon existing data held by the Ministry of Tourism, Regional Tourism

Organisations and Tourism New Zealand.

1 Demand for Cultural Tourism, Colmar Brunton (on behalf of Tourism New Zealand), 2003


It should be noted that this update does not allow for a straight “apples for apples” comparison of

recent data with 2003 results, given differences in the methodology employed on each occasion.

Rather, the emphasis in the current report is on recent changes (if any) on available indicators of

interest in, and engagement with, cultural tourism products and experiences.

1.2 Methodology

The analysis contained in this report draws principally upon five data sources: -

� The International Visitor Arrivals (IVA) survey, conducted by Statistics New Zealand.

The IVA provides monthly statistics on inbound travel by international visitors to New Zealand,

including visitors by country, purpose, length of stay, age, gender, port of arrival and mode of

transport (air/sea).

IVA statistics are obtained from the monthly External Migration Survey undertaken by Statistics

New Zealand, using international passenger arrival and departure cards collected by Customs at

various international airports and seaports in New Zealand.

The External Migration Survey also provides outbound travel statistics for New Zealand residents

departing on short-term overseas trips for periods of less than 12 months.

For further information on research methodology, please refer to:

http://www.tourismresearch.govt.nz/Methodologies/International-visitor-arrivals-survey/

IVA data included in this report spans the years ending April 2000 to April 2008.

� The International Visitor Survey (IVS) conducted by the Ministry of Tourism.

The IVS is conducted on a continuous basis throughout the year and involves a representative

sample of international visitors to New Zealand interviewed face-to-face at point of departure in

airport departure lounges.

Survey methodology has evolved over the last decade, with the most recent and significant

change occurring in January 2003 when sampling procedures changed from systematic random

sampling of international visitors aged 15 years or more at Auckland, Wellington and Christchurch

International Airports to stratified cluster sampling of departing international flights and quota

sampling of individual respondents travelling on each sampled flight. While the impact of this

change in methodology is difficult to quantify, care should be taken when interpreting data

gathered prior to and post January 2003.


http://www.tourismresearch.govt.nz/Methodologies/International-Visitor-Survey-/

IVS data included in this report spans the years ending March 2000 to March 2007. The most

recent year’s data (for the year ending March 2008) will not be released until late June/early July

2008.


� The Domestic Travel Survey (DTS) conducted by the Ministry of Tourism.

The DTS is conducted on a continuous basis throughout the year and involves a representative

sample of domestic travellers interviewed by telephone using a Computer Assisted Telephone

Interviewing (CATI) system.

As is the case with the IVS, changes have been introduced over time and affect aspects of survey

methodology, including the definitions/classifications used. For this reason, it is prudent to

interpret data based on underlying trends, rather than simple point-to-point changes.


http://www.tourismresearch.govt.nz/Methodologies/Domestic-Travel-Survey/

DTS data included in this report spans the years ending March 2000 to March 2007.

� The Regional Visitor Monitor (RVM) conducted by the Ministry of Tourism in partnership with

Tourism New Zealand and six Regional Tourism Organisations (Tourism Auckland, Destination

Rotorua Tourism Marketing, Positively Wellington Tourism, Christchurch & Canterbury Tourism,

Destination Queenstown and Tourism Dunedin).

The RVM is conducted on a continuous basis throughout the year and involves interviews with a

randomly selected sample of international and domestic visitors in the six regions involved.

Interviews are completed by survey respondents using an e-survey application loaded on laptop

computers which are stationed at designated field sites within each region (typically visitor

information centres, airports or local activities and attractions). For further information on research

methodology, please refer to the most recent National Benchmark report which may be

downloaded from:

http://www.tourismresearch.govt.nz/Methodologies/Regional-Visitor-Monitor/

RVM data included in this report spans the period from October 2005 (when the programme

commenced) to March 2008.

� Visitor Satisfaction Research conducted by Tourism New Zealand.

Tourism New Zealand has conducted research on the experiences of international holiday

visitors for more than four years. Initially based on a ‘snapshot’ of holiday experiences over the

peak summer season, the research evolved into a year-round measurement of visitor satisfaction

and visitor experiences in 2006/07.

The research is based on an online survey of approximately 5,000 international holiday visitors per

annum. Email addresses are gathered from prospective respondents while they are holidaying in

New Zealand and the survey is completed after they return home. The emphasis of the survey is

on New Zealand’s key international markets: USA, UK, Australia, Japan, Germany, Canada,

Korea, China, ‘other Europe’ and ‘other Asia’.

Data included in this report is drawn from studies completed in summer 2003/04, summer 2004/05

and July 2006-June 2007. Fieldwork for the most recent year (2007/08) is still underway.


Each of these datasets represents a slightly different visitor ‘catchment’ and varies both in context and

in the degree to which detailed information concerning demand for cultural tourism is captured.

To provide a context within which to interpret the results that follow, it is helpful to consider the

following framework.

International Visitors

(46.1 million visitor nights, YE March 2007)

Domestic Visitors

(45.3 million visitor nights, YE September 2007)

International Visitor Arrivals (IVA)

- Monthly statistics on inbound travel by international

visitors to New Zealand taken from the External

Migration Survey undertaken by Statistics New

Zealand

- Data is collected from ALL visitors arriving/departing

(via arrivals and departure cards collected by

Customs at international airports and seaports in

New Zealand)

- A sample of this data is used to generate some

statistical information.

Note: the External Migration Survey also provides

outbound travel statistics for New Zealand residents on

short-term overseas trips of less than 12 months.

International Visitor Survey (IVS)

- Representative sample of all visitors to NZ

- Measures totality of experiences in NZ on a given trip

(from point of arrival in NZ to point of departure)

Domestic Travel Survey (DTS)

- Representative sample of all NZ residents

- Measures totality of travel experiences within NZ

within a given timeframe (previous 4 weeks)

- Measures day and overnight trips

Regional Visitor Monitor (RVM)

- Sample of international visitors to

the six participating regions which

collectively account for 67%2 of all

visitor nights

- Measures totality of experiences in

a single region on a given trip

33% of

international

visitor nights

spent outside

of the six

participating

regions

Regional Visitor Monitor

- Sample of domestic

visitors to the six

regions which

collectively account for

44%3 of all domestic

visitor nights

- Measures experiences

in a single region

- Measures experiences

on overnight trips only

56% of domestic visitor

nights spent outside of the

six participating RVM

regions

Tourism New Zealand Visitor

Satisfaction Research

- Sample of international holiday

visitors (including those visiting

friends or relatives)

- Collectively, this group accounts for

77% of all international visitors and

70% of international visitor nights4

- Measures totality of experiences in

New Zealand on a given trip

30% of

international

visitor nights

not for the

purpose of

holiday or

VFR

2 Based on IVS results for YE March 2007 3 Based on DTS results for YE September 2007 4 Based on IVS results for YE March 2007


2.0 Executive Summary

2.1 Summary of Main Findings

The following outlines key points arising from this review of available data relating to demand for

cultural tourism. For further information, please refer to Section 3.0 Main Findings.

� As background, there have been some significant changes in the nature and composition of New

Zealand’s tourism market over the last five years. Overnight trips taken by domestic visitors

within New Zealand have declined, while outbound travel has increased. In contrast, strong

growth in the international inbound market has seen international visitor nights exceed domestic

visitor nights over the last few years.

� Since 2003, strongest growth has been apparent in international visitor arrivals from Australia and,

more recently, from China. Strong growth from a number of ‘emerging markets’ has also been

apparent: notably from India, South America and South Africa. Following a period of substantial

growth, visitor arrivals from both the UK and Korea have declined slightly in recent years.

� The age and gender profile of international visitors has remained relatively stable overall although

the last few years have seen a gradual increase in the proportion of visitors aged 55 years or more

and a corresponding reduction in the proportion of visitors aged less than 34 years.

� Almost one in three international visitors travelled to New Zealand to visit friends or family in the

year to March 2007. VFR travel appears to be increasing over time.

� Independent travellers are also growing as a proportion of the international visitor mix as fewer

visitors travel as part of tour groups or on pre-purchased packages.

� The average length of stay of international visitors has declined slightly in recent years, after

peaking in 2003/2004. Average length of stay in the most recent year (YE March 2007) was 20.6

days.

� Average visitor expenditure has remained static over the last few years at around $2,800 per

person per trip for all visitors. However, expenditure varies by length of stay and market of origin.

� With regard to demand for cultural tourism products, our analysis suggests that cultural

experiences are a factor in the travel decision-making of at least one-third of international

visitors, but fewer than 10% of domestic visitors. In the international market segment, demand

for cultural experiences is generally strongest amongst women, older visitors (45 years or more)

and those originating from North America and Germany.

� Tourism New Zealand’s Visitor Satisfaction research suggests that, amongst international visitors,

interest is highest overall in regard to Maori cultural experiences and major art/cultural events.

� International visitor participation in arts/cultural/heritage experiences has increased since the

original Demand for Cultural Tourism research was completed in 2003. However, the same

cannot be said of domestic visitors, amongst whom participation rates are unchanged.


� In the international market segment, and reflecting demand, participation in arts/cultural/heritage

experiences is generally highest amongst women, those in older age groups (especially 55 years

or more) and those originating from North America, Germany and the United Kingdom. However,

visitors from key Asian markets demonstrate a particular interest in Maori cultural experiences,

gardens and, to lesser extent, heritage attractions.

� In the domestic market segment, participation in arts/cultural/heritage experiences is also highest

amongst women. However, unlike their international counterparts, it is those in the younger age

groups who most commonly participate in arts/cultural/heritage experiences.

� Tourism New Zealand’s Visitor Satisfaction research indicates that, amongst international visitors,

there is presently unsatisfied demand for experiences in the following areas: visits to traditional

marae, Maori cultural performances, major art/cultural events, wine trails/vineyards and local arts

and crafts.

� RVM results indicate that visitors are only moderately impressed by the arts/cultural/heritage

attributes of New Zealand’s six largest regions (vis a vis other attributes relating to the natural

environment, for example). However, satisfaction with experiences of individual cultural and

heritage products is extremely high amongst both international and domestic visitors.

� Furthermore, RVM results indicate that arts/cultural/heritage experiences contribute positively to

the overall quality of visitors’ experiences, with net visitor satisfaction ratings being higher than

average amongst those visitors who participate in arts/cultural/heritage experiences during their

visits to New Zealand’s regions.

� For cultural organisations and businesses wishing to more effectively engage with international

and domestic visitor markets, our analysis highlights considerable demand for pre-trip information

on activities/attractions and a strong shift online in the search for this information. Websites are

now the most popular resource used by domestic visitors seeking information ahead of their trips

and are second only to guide/travel books in the international market.

� While comparatively few visitors book activities and attractions ahead of their arrival in New

Zealand’s regions, those who do so are also turning online in increasing numbers to complete

their transactions.


2.2 Conclusions

This report updates the original Demand for Cultural Tourism Research which was completed in 2003.

It includes some interesting findings from which conclusions can be drawn both about recent progress

and future strategy for the development of arts/cultural/heritage tourism.

In the first instance, it is apparent that there is significant demand for cultural tourism experiences

amongst international visitors to New Zealand. It is also apparent that this demand has grown over

time – to the point that cultural considerations can be said to be a factor in the decision-making of at

least one-third of all international visitors as far as individual destinations within New Zealand are

concerned.

However, participation in arts/cultural/heritage experiences remains lower than might be expected

given the extent of demand that is apparent and there is clear evidence of unmet demand in a number

of areas (Maori cultural experiences and major art/cultural events in particular). Indeed, aside from a

handful of activities in which around a quarter of all visitors participate – visiting geothermal

attractions, visiting museums, visiting botanical or private gardens – rates of patronage are

comparatively low both on a whole-of-visit and region-by-region basis. Whether this stems from lack

of awareness, failure to communicate a compelling-enough proposition, or simply competition for

limited time and expenditure is unclear.

What is clear is the benefits that accrue if visitors are encouraged to participate in an arts/

cultural/heritage experience. Despite the fact that international visitors would appear to value New

Zealand’s scenic beauty (and other factors) more explicitly than the uniqueness of its history/heritage

or the authenticity of its culture, the satisfaction of visitors who participate in arts/cultural/heritage

experiences is very high – both in the context of each individual experience and the visitor’s overall

experience of New Zealand and its regions.

This suggests that there is much to be gained in boosting international visitor participation in

arts/cultural/heritage experiences, both by the tourism industry and by individual cultural businesses

and organisations. A collaborative approach might see cultural tourism organisations/businesses

working more closely with their counterparts in the tourism sector, and with established tourism

marketing organisations and channels of distribution, to develop and promote product which is

appropriate/ desirable on a regional basis.

However, the changing profile of New Zealand’s international visitor base suggests some challenges

may lie ahead. Key current growth markets for New Zealand tourism – Australia and China – are

characterized by a much shorter average length of stay than other markets. This means that visitors

have limited time available to participate in activities and attractions during their visit and competition

for this time may be intense. Importantly, interest in arts/cultural/heritage experiences is also less

pronounced in the Australian market than it is in other markets, and this is reflected in lower levels of

participation in arts/cultural/heritage activities overall.

In contrast, markets which have to date shown a strong interest in New Zealand’s arts/cultural/heritage

offerings, and high levels of participation, are presently static or even declining. These include the UK

and USA, both of which may be sluggish for some time given present global economic conditions.

For this reason, immediate priority might be given to showcasing the arts/cultural/heritage

activities/attractions of greatest interest to the Australian and Chinese markets. Using satisfaction

levels as an indicator, this would suggest a particular emphasis on the development and promotion of

Maori cultural tourism products and concerts/theatre/performing arts (for the Australian market),

heritage product (for the Chinese market) and garden/floral product for both markets.


In the slightly longer term, visitor satisfaction results suggest there is greatest opportunity to improve

visitor experiences of art galleries/local arts and crafts, local cuisine and heritage product.

The situation in the domestic market is quite different to that of the international market. In this

market, there appears to be comparatively little demand for arts/cultural/heritage experiences and –

aside from visits to art galleries and museums – very little participation overall. Furthermore, there are

strong hints of “cultural cringe” in the attitudes expressed by domestic visitors as far as the

cultural/heritage (and other) attributes of the RVM regions are concerned.

While high levels of satisfaction amongst those who do participate in arts/cultural/heritage

experiences, and higher than average levels of participation by young New Zealanders, both bode well

for the future, the present situation is problematic. Domestic visitors represent an important audience

for the arts/cultural/heritage sector at times of the year (and for more extended periods) when

international visitor arrivals may be slow.

Furthermore, and as discussed in the original 2003 research, New Zealanders do influence the

attitudes and behaviour of international visitors. Almost 30% of international visitors arrive in New

Zealand to visit friends or family and these friends/family can influence (positively or negatively) their

visitors’ participation in arts/cultural/heritage activities while they’re here. Of course the influence of

New Zealanders extends well beyond this as well – to advice given (or not) in everyday encounters to

recommendations made by those working in retail, hospitality and other sectors which interact with

international visitors.

For these reasons, the domestic market should be an important focus in the strategy for development

of cultural tourism, and in the product development and marketing plans of individual

arts/cultural/heritage organisations. However, the mix of activity required to successfully engage the

domestic market may require further investigation and development – perhaps building on the idea of

making the familiar new and compelling, as in the initial AA-led domestic tourism marketing campaign

‘101 Must-Dos’.


3.0 Main Findings

3.1 Context: Market Trends

The original 2003 research identified that demand for cultural tourism products was stronger amongst

international than domestic visitors and, specifically, amongst those international visitors identified as

‘Interactive Travellers’™.5 The research also concluded that, with respect to international visitors,

demand for cultural tourism products varied by country of origin, by age and by gender as follows:

- Interest in cultural tourism products was generally strongest amongst visitors from the United

Kingdom, Germany and North American markets;

- Interest in cultural tourism products was typically stronger amongst female visitors than males;

- Interest in cultural tourism products was most evident amongst the older age groups (45 years +).

Since 2003, the idea of ‘Interactive Travellers’ as a discrete market segment has lost some currency

as the market has matured and the distinction between ‘interactive’ and ‘other’ travellers has blurred.

Instead, the concept is now used to describe the way in which key values inherent in the New Zealand

Tourism Strategy 2015 – such as sustainability - are reflected in Tourism New Zealand’s international

marketing activities: in particular, how that organisation works to “actively seek visitors who will enjoy

and acknowledge our environment, values and culture”.6

As context for the discussion that follows then, this section sets out high-level trends in visitor markets

as they relate to country of origin, age, gender and other variables that might be expected to have

influenced market demand for cultural tourism products over the last five years.

5 A regular international traveller who consumes a wide range of tourism products and services and who seeks out new

experiences that involve engagement and interaction, and demonstrates respect for natural, social and cultural environments.

(Tourism New Zealand) 6 Ministry of Tourism website, http://www.tourism.govt.nz/strategy/str-update-2003/str-stratupdate-implementation.html


International and Domestic Visitor Markets

Since 2003, domestic visitor nights have declined and international visitors now account for more than

half of all visitor nights. Note that the decline in international visitor nights recorded between YE

March 2004 and YE March 2006 resulted from a decline in average length of stay, rather than a

reduction in visitors. Average length of stay over this period reduced from 25 nights (YE March 2004)

to 20 nights (YE March 2006), before increasing again in the most recent year (21 nights). Refer to

page 18 for further information on average length of stay.

Figure 1: INTERNATIONAL AND DOMESTIC VISITOR NIGHTS (Sources: International Visitor Survey and Domestic Travel Survey, Ministry of Tourism, YE March 2007)

Visitor Nights - International and Domestic Markets

0

20,000,000

40,000,000

60,000,000

80,000,000

100,000,000

120,000,000

International Visitor Nights Domestic Visitor Nights All Visitor Nights

International Visitor Nights 25,823,794 29,113,980 33,485,735 39,958,933 49,949,969 49,115,754 43,074,805 45,696,225

Domestic Visitor Nights 53,383,091 52,946,718 47,766,060 53,276,808 48,374,257 44,236,176 43,133,518 44,106,955

All Visitor Nights 79,206,885 82,060,698 81,251,795 93,235,741 98,324,226 93,351,930 86,208,323 89,803,180

YE Mar 00 YE Mar 01 YE Mar 02 YE Mar 03 YE Mar 04 YE Mar 05 YE Mar 06 YE Mar 07

It is notable that in the same period, outbound travel by New Zealand residents increased by more

than 50%, from 1.282 million outbound trips in 2000 to 1.978 million trips in 2007.7 It is generally

agreed within the tourism industry that this growth has been fuelled by a strong New Zealand dollar,

intensifying competition on trans-Tasman and other international airline routes, and aggressive

promotion of holiday packages in a variety of offshore destinations.

Domestic Visitors: Day vs Overnight Trips

As outlined above, the number of nights spent away from home within New Zealand has declined

over time. This is reflected in trends with regard to overnight trips (see Figure 2 overleaf). The

number of day trips taken by New Zealand residents to domestic destinations has also declined over

the last seven years. However, the downward trend in regard to both overnight and day trips appears

to have reversed slightly in the most recent year for which data is available (Year Ending March 2007).

7 New Zealand Resident Departures, Statistics New Zealand, Year Ending December 2007


Figure 2: DOMESTIC DAY AND OVERNIGHT TRIPS (Source: Domestic Travel Survey, Ministry of Tourism, YE March 2007)

Domestic Visitors - Day and Overnight Trips

0

20,000,000

40,000,000

60,000,000

80,000,000

Day Trips Overnight Trips ALL TRIPS

Day Trips 42,375,163 37,946,741 38,034,102 40,110,878 29,476,532 31,257,202 29,736,937 29,949,036

Overnight Trips 17,232,072 16,672,488 16,404,704 17,451,680 15,209,919 14,655,505 14,369,313 14,989,373

ALL TRIPS 59,607,235 54,619,229 54,438,806 57,562,558 44,686,451 45,912,707 44,106,250 44,938,409


Domestic Visitors: Main Reason for Visit (Overnight Trips)

Analysis of overnight trips by main reason for visit indicates that the downward trend in overnight trips

results primarily from a decline in domestic holiday travel and VFR travel. However, holiday trips have

increased in the most recent year, as have trips taken for business purposes.

Figure 3: DOMESTIC OVERNIGHT TRIPS BY MAIN REASON FOR TRAVEL (Source: Domestic Travel Survey, Ministry of Tourism, YE March 2007)

Domestic Visitors - Overnight Trips by Main Reason for Visit

0

2,000,000

4,000,000

6,000,000

8,000,000

10,000,000

Holiday 6,983,948 7,215,225 6,539,231 6,627,272 6,077,424 5,645,755 5,725,170 6,236,383

Visiting Friends And Relatives 6,378,428 5,794,773 5,744,327 6,361,571 5,068,979 5,132,000 5,008,580 5,338,548

Business 2,557,150 2,399,703 2,729,848 2,980,296 2,600,563 2,411,456 2,412,753 2,825,260

Education 261,439 277,449 170,748 232,642 163,155 181,723 200,883 245,677

Other 1,043,567 981,086 1,216,654 1,243,287 1,296,194 1,279,742 1,020,177 331,350

Don't Know/Refused 7,540 4,252 3,896 6,612 3,604 4,829 1,750 12,155

ALL OVERNIGHT TRIPS 17,232,072 16,672,488 16,404,704 17,451,680 15,209,919 14,655,505 14,369,313 14,989,373

Year ended

Mar 00

Year ended

Mar 01

Year ended

Mar 02

Year ended

Mar 03

Year ended

Mar 04

Year ended

Mar 05

Year ended

Mar 06

Year ended

Mar 07


International Visitors: Country of Origin

Since 2003, strongest growth has been apparent in international visitor arrivals from Australia and,

more recently, from China. Strong growth is also apparent from “other” markets: driven principally by

recent and rapid increases in visitor arrivals from India, South America, South Africa, the United Arab

Emirates and New Zealand’s Pacific neighbours.

In contrast, and following a period of substantial growth, visitor arrivals from both the UK and Korea

have declined slightly in recent years.

Figure 4: INTERNATIONAL VISITOR ARRIVALS BY MARKET OF ORIGIN (Source: International Visitor Arrivals, Statistics New Year, YE April 2008)

International Visitor Arrivals

(YE April 2000 to YE April 2008)

0

100,000

200,000

300,000

400,000

500,000

600,000

700,000

800,000

900,000

1,000,000

Australia 545,915 597,668 626,520 652,656 761,773 868,722 880,835 914,199 966,921

UK 180,474 208,559 225,787 246,248 276,836 291,178 310,170 301,651 291,120

United States Of America 188,759 194,396 194,098 206,912 211,713 219,695 222,766 222,784 219,231

China 27,522 41,008 61,669 78,018 66,734 84,454 93,634 115,565 124,750

Japan 146,544 158,813 150,822 170,374 151,664 163,044 149,896 129,287 115,547

Korea, Republic of 55,874 72,028 95,471 112,432 116,090 113,207 107,844 112,248 90,225

Germany 48,921 53,535 49,129 50,472 54,930 57,161 58,054 58,744 60,752

Canada 32,938 35,411 38,624 39,671 39,990 41,798 43,623 46,773 51,748

Singapore 34,669 35,547 32,348 33,252 33,342 32,742 29,125 27,828 26,886

Netherlands 21,159 25,382 24,890 27,109 25,929 25,940 26,488 27,423 25,563

Other 387,981 434,897 446,239 450,137 456,452 458,142 457,029 481,300 500,135

ALL VISITOR ARRIVALS 1,670,756 1,857,244 1,945,597 2,067,281 2,195,453 2,356,083 2,379,464 2,437,802 2,472,878

YE Apr 00 YE Apr 01 YE Apr 02 YE Apr 03 YE Apr 04 YE Apr 05 YE Apr 06 YE Apr 07 YE Apr 08


International Visitors: Age and Gender Profile

The age profile of New Zealand’s international visitors has remained relatively stable through the past

seven years. However, the last few years have seen a slowly growing proportion of older visitors

(aged 55 years+), and a corresponding reduction in the proportion of visitors aged less than 34 years.

Figure 5: AGE PROFILE OF INTERNATIONAL VISITORS (Source: International Visitor Survey, Ministry of Tourism, YE March 2007)

International Visitors: Age Profile

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

65+ 9% 9% 8% 8% 8% 9% 9% 9%

55 to 64 17% 16% 15% 16% 15% 15% 17% 18%

45 to 54 19% 19% 20% 20% 19% 20% 19% 20%

35 to 44 19% 18% 19% 18% 20% 20% 20% 19%

25 to 34 24% 25% 25% 23% 23% 22% 22% 22%

15 to 24 12% 13% 13% 15% 14% 14% 13% 13%


In regard to gender, men and women are represented amongst New Zealand’s international visitors in

almost equal proportions. Note that the shift recorded between YE March 2002 and YE March 2003

may stem from changes to survey methodology at that time.

Figure 6: GENDER PROFILE OF INTERNATIONAL VISITORS (Source: International Visitor Survey, Ministry of Tourism, YE March 2007)

International Visitors: Gender Profile

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Female 45% 43% 42% 47% 48% 48% 48% 48%

Male 56% 57% 58% 54% 52% 52% 52% 52%



International Visitors: Main Reason for Visit

International Visitor Survey results suggest a growing proportion of visitors are travelling to New

Zealand to visit friends or relatives, with fewer travelling on holiday. However, it should be noted that

the substantial shift recorded between YE March 2003 and YE March 2004 may result from changes

in survey methodology introduced from January 2003.

That said, it is apparent that, as friends/family of those visiting, New Zealand residents are in a

position to directly influence the activities undertaken by almost 30% of international visitors.

Figure 7: INTERNATIONAL VISITORS BY MAIN REASON FOR VISIT (Source: International Visitor Survey, Ministry of Tourism, YE March 2007)

International Visitors: Main Reason for Visit

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Other 3% 3% 3% 3% 5% 5% 4% 3%

Education 3% 4% 4% 4% 4% 4% 3% 3%

Business 16% 17% 17% 16% 15% 15% 16% 17%

Visiting Friends And Relatives 19% 17% 19% 20% 27% 26% 26% 29%

Holiday 59% 59% 56% 56% 49% 51% 51% 48%


International Visitors: Travel Style

Over the last seven years, independent travellers have made up a growing proportion of New

Zealand’s international visitor mix with growth strongest in the ‘semi-independent traveller’ (SIT)

segment. To be classed as an SIT, a visitor must have paid for their international airfares before

arriving in New Zealand but, unlike an FIT, have paid also for at least one of the following: domestic

airfares, accommodation, meals, other transport, sightseeing/activities/attractions/other entertainment,

events/conferences and/or educational fees.

A package traveller is one who has paid for many items before travel and as part of a package.

These items include international airfares and accommodation, and domestic airfares or other

transport, along with meals or sightseeing/activities/attractions. A tour group traveller is someone

who has booked their travel with a tour group.

In the most recent year (YE March 2007), almost 85% of international visitors reported travelling

independently.

(Refer to Figure 8 overleaf)


Figure 8: INTERNATIONAL VISITORS BY TRAVEL STYLE (Source: International Visitor Survey, Ministry of Tourism, YE March 2007)

International Visitors: Travel Style

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

SIT 22% 24% 24% 27% 32% 32% 33% 35%

FIT 54% 55% 56% 55% 53% 52% 49% 49%

Package Traveller 15% 13% 13% 12% 12% 13% 12% 10%

Tour Group 9% 9% 7% 6% 3% 3% 6% 6%



International Visitors: Length of Stay

Figure 9 below depicts average length of stay by New Zealand’s major international visitor markets.

Overall, results show a slight reduction in average length of stay since the peak recorded in 2003/2004

(25.3 days), with average length of stay for the most recent year (YE March 2007) sitting at just 20.6

days.

While this reduction in average length of stay may relate, in large part, to a decline in education-

related visitor arrivals (and particularly those from a number of Asian markets), a decline in average

length of stay is also apparent in the Australian and “other” international markets.

Average length of stay varies quite significantly by market, with Australian visitors having the shortest

overall length of stay in New Zealand (at 11.4 days, YE March 2007) and visitors from Germany

having the longest (at 45.4 days, YE March 2007).

Figure 9: AVERAGE LENGTH OF STAY, INTERNATIONAL VISITORS (Source: International Visitor Survey, Ministry of Tourism, YE March 2007)

International Visitors - Average Length of Stay (Days)

0.0

10.0

20.0

30.0

40.0

50.0

60.0

Da

ys

ALL VISITORS 17.4 17.7 19.7 21.5 25.3 22.5 19.7 20.6

Australia 12.2 11.6 11.3 12.2 13.1 12.3 11.6 11.4

UK 28.7 26.8 29.8 29.9 30.7 30.3 27.4 29.6

United States Of America 13.1 15.4 15.9 15.7 19.3 17.9 18.5 19.5

Japan 14.6 16.0 16.9 18.2 30.5 21.9 18.4 21.3

Korea, Republic Of 14.4 13.4 27.0 23.3 42.9 23.9 22.5 16.0

China, People's Republic Of 17.2 27.8 32.1 46.2 48.6 33.5 20.7 15.7

Germany 26.5 32.1 34.9 29.1 32.2 41.7 34.7 45.4

Canada 29.2 28.0 21.1 24.2 27.2 32.8 28.8 28.8

Taiwan 16.5 15.4 19.6 25.3 54.0 24.2 32.5 21.3

Singapore 12.7 9.8 12.6 13.9 15.6 19.8 14.4 18.1

Other 21.4 21.1 24.1 28.2 33.1 32.7 26.4 30.4

Year ended

Mar 00

Year ended

Mar 01

Year ended

Mar 02

Year ended

Mar 03

Year ended

Mar 04

Year ended

Mar 05

Year ended

Mar 06

Year ended

Mar 07

Note that in January 2003 a new sampling methodology was adopted for the International Visitor Survey (involving a shift to flight-based sampling from straight random sampling of visitors). While this was designed to improve the quality of data for smaller markets, it has affected our ability to directly compare results from one period to another. Any apparent volatility in results – particularly when it concerns one of New Zealand’s smaller international markets – should therefore be treated with caution.


International Visitors: Expenditure

Correlating to some extent with average length of stay, international visitor expenditure has also

fluctuated over time, particularly in some of New Zealand’s key Asian markets.

In contrast, Australian visitor expenditure has remained relatively constant over the last few years (at

approximately $1,800 per trip), as has average visitor expenditure for all visitors (at around $2,800 per

trip).

Figure 10: AVERAGE EXPENDITURE PER TRIP BY INTERNATIONAL VISITORS (Source: International Visitor Survey, Ministry of Tourism, YE March 2007)

International Visitors - Average Expenditure

0.00

1,000.00

2,000.00

3,000.00

4,000.00

5,000.00

6,000.00

7,000.00

$

ALL VISITORS 2,824.08 2,988.66 3,255.66 3,335.60 3,191.37 2,817.66 2,871.99 2,829.38

Australia 1,701.72 1,776.39 1,715.99 1,758.09 1,923.64 1,772.09 1,919.42 1,767.13

UK 3,186.55 3,556.54 3,840.61 3,787.47 3,637.90 3,558.67 3,866.18 3,283.00

United States Of America 3,469.39 4,394.44 4,414.60 3,803.93 2,858.30 3,112.19 3,302.42 3,674.37

Japan 4,580.30 4,527.57 4,556.08 3,926.90 4,315.52 3,702.25 3,432.85 3,792.72

Korea, Republic Of 3,264.13 2,298.58 2,789.39 3,570.16 6,204.20 2,605.95 2,737.51 3,264.07

China, People's Republic Of 4,270.00 3,701.72 5,119.83 6,202.49 6,100.03 4,767.17 2,885.65 3,239.87

Germany 3,187.55 3,883.80 4,170.30 4,147.69 3,872.67 4,069.59 3,917.59 4,953.55

Canada 3,242.75 3,456.48 3,246.82 3,274.71 2,678.83 3,210.46 3,276.49 3,631.17

Taiwan 2,560.07 3,035.03 3,702.22 4,572.85 5,216.82 3,057.39 3,890.14 3,420.98

Singapore 2,778.87 2,632.47 3,065.81 2,908.92 2,620.06 2,549.56 4,748.89 2,881.74

Other 2,967.12 2,914.03 3,782.47 4,099.09 3,446.96 3,290.18 3,258.79 3,309.53

Year ended

Mar 00

Year ended

Mar 01

Year ended

Mar 02

Year ended

Mar 03

Year ended

Mar 04

Year ended

Mar 05

Year ended

Mar 06

Year ended

Mar 07

NB: Expenditure as recorded in the IVS includes all money spent on each visitor personally during his or her visit to New Zealand. This includes any expenses that have been pre-paid prior to arriving in New Zealand which apply to the New Zealand portion of their trip (e.g. accommodation, transport, activities/attractions etc.). It does not include international airfares, prepaid package expenses which apply to countries other than New Zealand which are visited on the same trip or any money spent by the visitor on other international visitors (i.e. other members of the travelling party or children etc.) As noted previously, in January 2003 a new sampling methodology was adopted for the International Visitor Survey (involving a shift to flight-based sampling from straight random sampling of visitors). While this was designed to improve the quality of data for smaller markets, it has affected our ability to directly compare results from one period to another. Any apparent volatility in results – particularly when it concerns one of New Zealand’s smaller international markets – should therefore be treated with caution.


3.2 Interest in Arts/Cultural/Heritage Experiences

‘Interest’ in arts/cultural/heritage experiences is not measured at a national level in either the

International Visitor Survey or Domestic Travel Survey.

However, the Regional Visitor Monitor asks holiday visitors which, of a variety of factors, were

important in their decision to visit the region in which they were interviewed (rather than somewhere

else). Amongst the range of factors measured are two important indicators of interest in

arts/cultural/heritage experiences: “to learn about other cultures” and “to experience the local culture”.

Amongst international holiday visitors, interest in cultural experiences has remained relatively

constant over time; cultural interests being a factor in the decision-making of around one-third of all

international visitors to the RVM regions. While ‘culture’ as a motivator is less significant than other

factors – such as “seeing a natural or other attraction”, “having fun and socializing” and “experiencing

a must-see destination” – it remains considerably more influential than a range of other factors

measured in the RVM.

Figure 11: TRAVEL MOTIVATORS, INTERNATIONAL HOLIDAY VISITORS (Source: Regional Visitor Monitor, Ministry of Tourism and Regional Tourism Organisations, YE March 2008)

Visitors most strongly

motivated by the desire to

learn about other cultures

are older (aged 45 years or

more); women; visitors from

North America (USA/

Canada), Germany, Taiwan

and Singapore; and those

visiting Auckland, Wellington

and/or Rotorua.

This is generally consistent

with the findings of the

research completed in 2003,

although the results

recorded for visitors from

Taiwan and Singapore may

signal greater interest

developing in key Asian

markets.

The desire to experience

local culture appears to

motivate men and women

equally and is consistent,

regardless of age.

However, visitors from North

America and Germany are

again most likely to say that

experiencing local culture

was a factor in their decision-making, together with those from Singapore. Refer to Figure 12 overleaf

for detailed results.

Travel Motivators - International Holiday Visitors

0%

10%

20%

30%

40%

50%

60%

See Attraction 50% 50% 49% 49% 51% 52% 52%

Explore Unq Place 46% 46% 46% 47% 48% 50% 50%

Fun, Socialise 41% 40% 42% 42% 42% 42% 41%

Exp Must See Dest 38% 40% 40% 42% 41% 40% 40%

Learn Other Cult 35% 34% 35% 35% 37% 38% 37%

Expnce Local Cult 33% 33% 35% 36% 36% 35% 34%

Take Time Out 22% 23% 24% 24% 24% 23% 24%

Escape Pressures 21% 22% 23% 24% 25% 25% 22%

Recharge/Refresh 17% 18% 19% 19% 20% 21% 20%

Take Part Activity 16% 17% 17% 16% 15% 15% 15%

Challenge/test self 14% 14% 16% 16% 17% 17% 16%

Take Adv Good Deal 13% 12% 12% 12% 11% 11% 11%

Reflect On Myself 9% 9% 10% 9% 10% 9% 9%

Attend Event 5% 6% 6% 7% 7% 6% 7%

Indulge In Comfort 4% 5% 6% 5% 5% 4% 5%

YE Sep 06 YE Dec 06 YE Mar 07 YE Jun 07 YE Sep 07 YE Dec 07 YE Mar 08


Figure 12: TRAVEL MOTIVATORS, INTERNATIONAL HOLIDAY VISITORS (Source: Regional Visitor Monitor, Ministry of Tourism and Regional Tourism Organisations, October 2005 to March 2008)

Learn About Other

Culture

%

Experience Local

Culture

%

ALL INTERNATIONAL VISITORS 36 34

Country of Origin

- Australia 25 27

- United Kingdom 36 34

- USA 46 46

- Japan 36 22

- Korea 18 25

- China 38 27

- Germany 47 38

- Canada 40 42

- Taiwan 41 36

- Singapore 44 40

- Other 37 34

Age Group

- 15-24 years 33 34

- 25-34 years 34 33

- 35-44 years 33 32

- 45-54 years 40 35

- 55-64 years 41 34

- 65 years or more 44 36

Gender

- Male 34 33

- Female 39 35

Region Visited

- Auckland 42 36

- Wellington 41 36

- Christchurch & Canterbury 37 36

- Queenstown 20 23

- Dunedin 28 28

- Rotorua 40 38

NB: Figures in bold highlight results significantly above the average for all international visitors.

As found in the 2003 research, the situation is quite different in the domestic market.

Relatively few visitors appear to be motivated by cultural interests when selecting a domestic travel

destination, certainly in comparison with other factors. Interestingly however, the proportion of

domestic visitors expressing an interest in learning about other cultures does appear to be growing

(albeit very slowly) over time (see Figure 13 overleaf).


Figure 13: TRAVEL MOTIVATORS, DOMESTIC HOLIDAY VISITORS (Source: Regional Visitor Monitor, Ministry of Tourism and Regional Tourism Organisations, YE March 2008)

As is the case in the

international market,

women appear to have

slightly more interest in

cultural experiences than

men, as do older visitors

(and particularly those

aged 55 years or more).

In this instance, it is

visitors to Wellington and

Dunedin who are most

strongly motivated by a

desire to experience local

culture, while visitors to

Rotorua express a special

interest in learning about

other cultures (whilst also

being keen to ‘experience

local culture’).

See Figure 14 below.

Figure 14: TRAVEL MOTIVATORS, DOMESTIC HOLIDAY VISITORS (Source: Regional Visitor Monitor, Ministry of Tourism and Regional Tourism Organisations, October 2005 to March 2008)

Learn About Other

Culture

%

Experience Local

Culture

%

ALL DOMESTIC VISITORS 6 8

Age Group

- 15-24 years 4 6

- 25-34 years 6 9

- 35-44 years 7 8

- 45-54 years 5 8

- 55-64 years 5 11

- 65 years or more 5 12

Gender

- Male 4 7

- Female 7 9

Continued over page…

Holiday Inspirations - Domestic Holiday Visitors

0%

10%

20%

30%

40%

50%

60%

70%

Take Time Out 56% 57% 59% 58% 58% 56% 56%

Fun, Socialise 38% 39% 42% 40% 40% 38% 38%

See Attraction 31% 30% 30% 31% 33% 36% 37%

Escape Pressures 23% 23% 24% 24% 25% 27% 30%

Attend Event 19% 22% 23% 26% 25% 23% 21%

Explore Unq Place 22% 20% 20% 19% 22% 23% 25%

Recharge/Refresh 20% 21% 22% 23% 25% 24% 26%

Exp Must See Dest 17% 19% 20% 21% 23% 25% 27%

Take Part Activity 17% 17% 17% 17% 14% 15% 15%

Take Adv Good Deal 12% 12% 12% 12% 12% 13% 15%

Indulge In Comfort 9% 10% 9% 9% 9% 10% 11%

Expnce Local Cult 8% 8% 8% 8% 9% 9% 9%

Challenge/test self 6% 5% 5% 5% 5% 5% 6%

Learn Other Cult 4% 3% 4% 5% 5% 6% 7%

Reflect On Myself 3% 3% 3% 3% 3% 4% 4%



Learn About Other

Culture

%

Experience Local

Culture

%

ALL DOMESTIC VISITORS 6 8

Region Visited

- Auckland 4 5

- Wellington 5 12

- Christchurch & Canterbury 7 10

- Queenstown 2 9

- Dunedin 7 18

- Rotorua 9 8

NB: Figures in bold highlight results significantly above the average for all domestic visitors.

Tourism New Zealand measures interest in a number of individual arts, cultural and heritage products

as part of its Visitor Satisfaction Research conducted with international holiday visitors. While reported

interest has fluctuated from year to year, the most recent year’s results show that interest is highest

overall in regard to traditional marae visits, major art/cultural events and Maori cultural performances.

At the same time, significant differences are evident by market of origin, with Japanese visitors most

interested in museums/art galleries and other Asian visitors showing a particular interest in historic

buildings/sites, for example.

Figure 15: INTEREST IN ARTS/CULTURAL/HERITAGE PRODUCTS BY MARKET OF ORIGIN (Source: Visitor Satisfaction Research, Tourism New Zealand, 2006/07)

Interest in Cultural/Heritage Products by Market of Origin

0%

10%

20%

30%

40%

50%

All Visitors 20% 36% 19% 24% 33% 36% 33%

Asia 23% 34% 26% 31% 16% 31% 41%

Australia 22% 32% 21% 22% 33% 33% 31%

Canada 9% 45% 40% 47% 36%

Germany 22% 21% 7% 5% 30% 39% 19%

Japan 9% 23% 32% 25% 39% 27% 24%

Other Europe 14% 28% 8% 13% 34% 46% 24%

UK 20% 47% 9% 20% 38% 44% 33%

USA 24% 45% 15% 21% 28% 40% 37%

Arts & Crafts

Major

Art/Cultural

Event

Museum/Art

Gallery

Historic

Buildings/Sites

Maori Cultural

Performance

Visit to

Traditional

Marae

Wine

Trail/Vineyard


3.3 Participation in Arts/Cultural/Heritage Experiences

The International Visitor Survey (IVS) tracks international visitor participation in a range of

arts/cultural/heritage experiences.

Results for the last seven years point to increasing levels of participation in a variety of

arts/cultural/heritage experiences: most notably, eating out/visiting restaurants and visits to museums,

marae, botanical/private gardens, historic sites, art galleries and major art/cultural events.

Figure 16: INTERNATIONAL VISITOR PARTICIPATION IN ARTS/CULTURAL/HERITAGE EXPERIENCES (Source: International Visitor Survey, Ministry of Tourism, YE March 2007)

Participation in Cultural/Heritage Experiences

(International Visitors)

0%

10%

20%

30%

40%

50%

60%

70%

80%

Eating Out/Restaurants 57% 56% 56% 57% 65% 70% 69% 69%

Geothermal Attractions 24% 26% 25% 26% 28% 28% 28% 27%

Museums 23% 22% 20% 22% 28% 28% 29% 26%

Botanical/Private Gardns 16% 16% 14% 15% 19% 21% 26% 26%

Maori Performances 18% 17% 16% 15% 14% 16% 16% 16%

Historic Buildings 7% 7% 6% 7% 8% 12% 16% 17%

Historic Sites 4% 4% 4% 4% 3% 6% 8% 12%

Wine Trail/Vineyards 4% 5% 6% 6% 7% 7% 9% 8%

Marae Visits 5% 4% 3% 2% 2% 2% 7% 6%

Art Galleries 0% 0% 0% 0% 0% 6% 12% 10%

Concert/Theatre 2% 2% 3% 2% 3% 3% 2% 2%

Arts And Crafts 0% 0% 0% 0% 0% 4% 5% 4%

Major Art/Culture Event 0% 0% 0% 0% 0% 1% 5% 5%

YE Mar

00

YE Mar

01

YE Mar

02

YE Mar

03

YE Mar

04

YE Mar

05

YE Mar

06

YE Mar

07

Reflecting higher levels of interest overall, participation in these activities is typically higher amongst

women than men and amongst visitors in the older age groups (and especially those aged 55 years or

more). Participation levels are also higher than average amongst visitors originating from North

America and Germany, along with those from the United Kingdom.

However, visitors from key Asian markets (including Japan, Korea and Taiwan) demonstrate a

particular interest in Maori cultural experiences (and especially Maori cultural performances). Refer to

Figure 17 overleaf for more detailed information.


Figure 17: PARTICIPATION IN ARTS/CULTURAL/HERITAGE ACTIVITIES, INTERNATIONAL VISITORS (Source: International Visitor Survey, Ministry of Tourism, Years Ending March 2006 and March 2007)

Ge

oth

erm

al

Att

rac

tio

ns

Ga

rde

ns

Win

eri

es/V

ine

ya

rds

Ma

ori

Cu

ltu

ral

Att

rac

tio

ns

Mu

se

um

s a

nd

Ga

lle

rie

s

He

rita

ge

Att

rac

tio

ns

Pe

rfo

rmin

g A

rts

Art

s a

nd

Cra

fts

Oth

er

Art

s &

Cu

ltu

ral

Ac

t.

Ma

jor

Art

/Cu

ltu

ral

Ev

en

t

Ga

rde

n/F

lora

l S

ho

w

Fo

od

& W

ine

Fes

tiv

al

Din

ing

/Ea

tin

g O

ut

% % % % % % % % % % % % %

ALL INTNL VISITORS 34 26 8 20 32 20 2 4 1 5 0 0 70

Country of Origin

- Australia 19 14 6 10 22 13 2 4 1 4 0 0 65

- United Kingdom 49 33 15 29 49 26 4 8 2 8 0 1 78

- USA 36 31 17 23 43 26 3 6 2 8 0 0 75

- Japan 31 36 9 21 27 29 1 2 1 6 1 0 74

- Korea 54 31 2 33 23 13 0 1 0 2 1 0 49

- China 69 45 1 56 25 33 0 2 1 2 1 1 83

- Germany 59 45 11 30 55 39 5 8 0 10 0 1 67

- Canada 45 35 19 28 50 27 7 8 2 13 0 1 75

- Taiwan 34 43 5 26 29 32 2 2 0 2 1 0 88

- Singapore 25 20 8 16 25 22 1 3 1 5 0 0 75

- Other 34 28 5 20 34 19 2 4 1 5 1 1 70

Age Group

- 15-24 years 39 22 6 20 35 20 3 4 2 5 0 1 68

- 25-34 years 32 25 8 18 32 17 2 4 1 5 0 0 68

- 35-44 years 28 21 8 17 26 15 2 4 0 4 0 1 68

- 45-54 years 29 24 7 18 27 17 2 4 1 5 1 0 71

- 55-64 years 41 32 9 26 35 28 2 6 1 6 0 1 73

- 65 years+ 36 35 13 25 40 28 3 6 3 8 1 0 74

Gender

- Male 30 21 7 17 29 18 2 3 1 4 0 1 68

- Female 37 31 9 23 35 23 2 6 1 6 0 0 72


The Regional Visitor Monitor measures participation at a regional level using a slightly different set of

categories.

As can be seen in Figure 18 (overleaf), international visitors’ participation in arts/cultural/heritage

activities varies significantly by region according to the products on offer. In Auckland and Wellington,

museums are the major attraction (along with the botanical gardens and Parliament Buildings in

Wellington). In Christchurch, a large proportion of international visitors visit the Art Gallery and/or Arts

Centre, and also the region’s historic buildings or sites.

Dunedin’s primary arts/cultural/heritage attraction is its historic buildings and historic sites, while in

Rotorua large numbers of international visitors engage in Maori cultural and geothermal experiences.


Figure 18: PARTICIPATION IN ARTS/CULTURAL/HERITAGE ACTIVITIES, INTERNATIONAL VISITORS (Source: Regional Visitor Monitor, Ministry of Tourism and Regional Tourism Organisations, Oct 2005-March 2008)

Art

Gall

eri

es

Art

s a

nd

Cra

fts

Bo

tan

ical/P

rivate

Gard

en

s

Co

ncert

/Th

eatr

e/P

erf

ng

Art

s

Eati

ng

Ou

t

Fo

od

& W

ine E

ven

t

Gard

en

/Flo

ral S

ho

w

Geo

therm

al A

ttra

cti

on

s

Geo

therm

al E

xp

eri

en

ces

His

tori

c B

uild

ing

s

His

tori

c S

ites

Majo

r A

rt/C

ult

ura

l E

ven

t

Mao

ri C

ult

ure

Exh

/Perf

orm

nce

Mao

ri C

ult

ure

Exp

eri

en

ce

Mara

e V

isit

Mu

seu

ms*

Parl

iam

en

t B

uild

ing

s

Win

e T

rail/V

ineyard

s

% % % % % % % % % % % % % % % % %

ALL INTNL

VISITORS

13 7 17 5 37 3 3 8 2 14 9 3 9 3 1 29 2 3

Region Visited

Auckland 8 4 12 4 35 4 4 7 0 9 7 3 10 3 1 34 0 3

Wellington 12 6 25 7 36 2 3 0 0 12 7 5 6 2 1 56 16 2

Chc & Canty 28 14 29 7 39 2 5 6 0 23 12 4 6 2 1 28 0 4

Queenstown 7 6 11 2 48 2 1 0 0 7 7 1 5 2 0 5 0 7

Dunedin 13 5 18 3 30 2 4 0 0 25 12 2 4 1 1 20 0 0

Rotorua 3 5 6 4 30 1 1 42 22 9 8 5 28 11 3 8 0 1


Tourism New Zealand also examines the relationship between participation (as recorded in the IVS

during the months of December 2006 and January 2007) and interest levels (as measured in its Visitor

Satisfaction research during 2006/07) to identify opportunities for further development.

This analysis highlights areas where demand appears saturated (i.e. where participation exceeds

interest) and areas where unsatisfied demand exists (where interest exceeds participation). The most

notable areas of unsatisfied demand concern visits to traditional marae, Maori cultural performances,

major art/cultural events, wine trails/vineyards and experiences of local arts and crafts.

In contrast, experiences of museums/art galleries and historic buildings/sites presently exceed

demand.

Figure 19: ARTS & CRAFTS – INTEREST VS PARTICIPATION, INTERNATIONAL HOLIDAY VISITORS (Source: Visitor Satisfaction Research, Tourism New Zealand, 2006/07)

Arts & Crafts - Interest vs Participation

0%

5%

10%

15%

20%

25%

30%

All Visitors Asia Australia Canada Germany Japan Other Europe UK USA

Interest Participation


Figure 20: MAJOR ART/CULTURAL EVENT – INTEREST VS PARTICIPATION, INTERNATIONAL HOLIDAY VISITORS (Source: Visitor Satisfaction Research, Tourism New Zealand, 2006/07)

Major Art/Cultural Event - Interest vs Participation

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%



Figure 21: MUSEUMS/ART GALLERIES – INTEREST VS PARTICIPATION, INTERNATIONAL HOLIDAY VISITORS (Source: Visitor Satisfaction Research, Tourism New Zealand, 2006/07)

Museums/Art Galleries - Interest vs Participation

0%

10%

20%

30%

40%

50%

60%

70%



Figure 22: HISTORIC BUILDINGS/SITES – INTEREST VS PARTICIPATION, INTERNATIONAL HOLIDAY VISITORS (Source: Visitor Satisfaction Research, Tourism New Zealand, 2006/07)

Historic Buildings/Sites - Interest vs Participation

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%



Figure 23: MAORI CULTURAL PERFORMANCE – INTEREST VS PARTICIPATION, INTERNATIONAL HOLIDAY VISITORS (Source: Visitor Satisfaction Research, Tourism New Zealand, 2006/07)

Maori Cultural Performance - Interest vs Participation

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%




Figure 24: VISIT TO TRADITIONAL MARAE – INTEREST VS PARTICIPATION, INTERNATIONAL HOLIDAY VISITORS (Source: Visitor Satisfaction Research, Tourism New Zealand, 2006/07)

Visit to Traditional Marae - Interest vs Participation

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%



Figure 25: WINE TRAIL/VINEYARD – INTEREST VS PARTICIPATION, INTERNATIONAL HOLIDAY VISITORS (Source: Visitor Satisfaction Research, Tourism New Zealand, 2006/07)

Wine Trail/Vineyard - Interest vs Participation

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%



Data concerning participation in arts/cultural/heritage activities by domestic visitors can be sourced

from the Domestic Travel Survey (DTS) and is expressed at a ‘visit’ level (rather than as a percentage

of visitors). That is, the DTS monitors the number of individual visits made by domestic visitors to a

range of arts/cultural/heritage activities/attractions, either on day or overnight trips.

Figure 26 overleaf illustrates the number of visits recorded to a range of arts/cultural/heritage activities

and attractions from year ending March 2000 to year ending March 2007. While results on some

items have fluctuated over time, the data suggests that there has been relatively little shift in domestic

market activity over the period concerned. Indeed, visits in regard to a number of experiences appear

to have declined over time.


Figure 26: DOMESTIC VISITOR PARTICIPATION IN ARTS/CULTURAL/HERITAGE ACTIVITIES (Source: Domestic Travel Survey, Ministry of Tourism, YE March 2007)

Annual Participation in Cultural/Heritage Experiences

(Domestic Visits)

0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

1,600,000

1,800,000

Museums and Galleries 1,357,678 1,389,985 1,576,668 1,324,782 1,296,486 1,168,436 901,827 1,079,008

Volcanic/Geothermal Attractions 1,539,944 1,173,644 1,153,710 1,065,681 1,057,104 824,245 982,023 861,848

Performing Arts 392,335 435,375 617,949 799,085 736,997 603,318 428,848 461,847

Wineries 401,316 493,071 563,430 386,985 371,334 299,492 221,296 329,751

Gardens 573,223 547,661 547,861 564,691 423,241 232,619 415,336 326,156

Other Arts & Culture Activities 50,793 132,427 86,587 24,014 72,312 241,478 174,549 223,155

Heritage Attractions 347,590 379,368 157,246 314,025 217,488 255,492 183,545 186,685

Cultural Attractions 108,915 269,742 110,925 121,469 197,489 54,643 163,885 143,264

Garden/Floral Show 0 0 0 0 0 0 117,889 141,984

Arts and Crafts 677,203 447,399 539,255 306,224 391,085 567,511 185,819 125,676

Major Art/Culture Event 0 0 0 0 0 0 72,723 124,593

Food And Wine Festival 0 0 0 0 0 0 139,736 93,305

Year ended

Mar 00

Year ended

Mar 01

Year ended

Mar 02

Year ended

Mar 03

Year ended

Mar 04

Year ended

Mar 05

Year ended

Mar 06

Year ended

Mar 07

Unfortunately, the format of data available via the DTS does not lend itself to analysis by individual

demographic groups although variations can be tracked using RVM data instead (refer to the following

page for more information).

The Regional Visitor Monitor has tracked domestic visitor participation in a variety of arts/

cultural/heritage experiences in the six regions involved (Auckland, Rotorua, Wellington, Christchurch

& Canterbury, Queenstown and Dunedin) since October 2005.

Overall, RVM results show only minor shifts in participation over time; shifts which are too minor to be

statistically significant at this stage (see Figure 27 overleaf).


Figure 27: DOMESTIC PARTICIPATION IN ARTS/CULTURAL/HERITAGE ACTIVITIES (Source: Regional Visitor Monitor, Ministry of Tourism and Regional Tourism Organisations, YE March 2008)

Participation in Cultural/Heritage Experiences

(Domestic Visitors)

0%

5%

10%

15%

20%

25%

30%

35%

40%

Eating Out/Restaurants 32% 33% 35% 37% 37% 36% 36%

Museums 21% 21% 22% 24% 23% 23% 22%

Art Galleries 11% 11% 12% 13% 11% 12% 11%

Botanical/Private Gardns 8% 8% 8% 9% 8% 9% 10%

Historic Buildings 7% 7% 7% 8% 8% 8% 9%

Arts And Crafts 6% 6% 6% 7% 7% 7% 7%

Historic Sites 6% 6% 5% 6% 5% 5% 6%

Concert/Theatre/Perf Arts 6% 7% 7% 8% 7% 6% 6%

Major Art Or Cultural Event 3% 3% 3% 4% 3% 3% 3%

Geothermal Attractions 2% 2% 3% 3% 4% 3% 3%

Parliament Buildings 2% 2% 2% 2% 2% 3% 2%

Maori Culture Exhibt/Perf 2% 2% 2% 2% 2% 2% 2%

Food And Wine Event/Show 2% 2% 2% 2% 1% 2% 1%

Geothermal Experiences 1% 1% 1% 2% 2% 2% 1%

Wine Trail/Vineyards 1% 1% 1% 1% 1% 1% 1%

Maori Culture Experience 1% 1% 1% 1% 1% 1% 1%

Marae Visits 1% 1% 1% 1% 1% 1% 1%

YE Sept 06 YE Dec 06 YE Mar 07 YE June 07 YE Sept 07 YE Dec 07 YE Mar 08

RVM data indicates that, in the domestic market, participation in arts/cultural/heritage activities and

experiences is generally higher amongst women than men. However, unlike their international

counterparts, it is those in the younger age groups who most commonly participate in arts/

cultural/heritage activities and experiences, and especially those aged 44 years or less.

Not surprisingly, levels of participation vary markedly by region, according to the products on offer.

For example, a high proportion of domestic visitors to Dunedin visit historic buildings, museums and/or

historic sites, while a high proportion of visitors to Canterbury visit art galleries, botanical or private

gardens or historic buildings. In Rotorua, visitors are more likely to visit geothermal attractions, attend

Maori cultural exhibitions/performances or other Maori cultural experiences than visitors to other

regions. Please refer to Figure 28 overleaf for further detail.


Figure 28: PARTICIPATION IN ARTS/CULTURAL/HERITAGE ACTIVITIES, DOMESTIC VISITORS (Source: Regional Visitor Monitor, Ministry of Tourism and Regional Tourism Organisations, Oct 2005-March 2008)

Art

Gall

eri

es

Art

s a

nd

Cra

fts

Bo

tan

ical/P

rivate

Gard

en

s

Co

ncert

/Th

eatr

e/P

erf

ng

Art

s

Eati

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Ou

t

Fo

od

& W

ine E

ven

t

Gard

en

/Flo

ral S

ho

w

Geo

therm

al A

ttra

cti

on

s

Geo

therm

al E

xp

eri

en

ces

His

tori

c B

uild

ing

s

His

tori

c S

ites

Majo

r A

rt/C

ult

ura

l E

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t

Mao

ri C

ult

ure

Exh

/Perf

orm

nce

Mao

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ult

ure

Exp

eri

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Mara

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isit

Mu

seu

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Parl

iam

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t B

uild

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s

Win

e T

rail/V

ineyard

s

% % % % % % % % % % % % % % % % %

ALL DOM

VISITORS

11

7

9

6

35

2

3

2

1

8

6

3

2

1

1

22

2

1

Age Group

15-24 years 12 6 9 8 37 2 2 3 2 7 7 4 6 3 2 24 3 1

25-34 years 14 9 9 8 36 2 2 3 1 9 6 3 2 1 1 23 3 1

35-44 years 11 6 8 4 35 1 3 3 1 7 5 2 1 1 1 20 2 1

45-54 years 9 7 8 5 35 1 2 2 1 8 4 2 1 1 0 21 2 1

55-64 years 11 8 9 5 34 2 5 2 1 9 4 3 1 0 1 22 3 2

65 years+ 9 3 12 6 25 1 4 2 1 7 5 5 1 0 0 19 1 2

Gender

Male 10 5 8 5 31 2 2 2 1 7 5 3 2 1 1 20 2 1

Female 12 8 10 7 38 2 4 2 1 8 6 3 2 1 1 23 2 1

Region Visited

Auckland 3 3 5 7 29 2 5 1 0 3 4 2 1 1 1 19 0 1

Wellington 11 5 10 8 42 1 1 0 0 6 4 5 2 1 1 44 11 0

Chc & Canty 27 16 15 6 37 1 3 2 0 14 9 3 2 1 1 18 0 2

Queenstown 9 9 8 2 47 3 1 0 0 8 9 1 1 1 0 5 0 9

Dunedin 11 6 12 4 34 1 2 0 0 20 8 3 1 0 0 18 0 0

Rotorua 1 3 3 2 28 1 2 19 13 4 5 3 6 3 3 5 0 0



3.4 Satisfaction with Arts/Cultural/Heritage Experiences

Satisfaction with the range of cultural products and experiences on offer in New Zealand is most

effectively measured through the RVM. While the scope of the RVM includes just six regions of New

Zealand, these regions do account for 67% of all international visitor nights and 44% of all domestic

visitor nights. Importantly, the RVM is the only source of information concerning domestic visitor

satisfaction and it contains measures which are consistent across both international and domestic

visitor markets.

Through the RVM, satisfaction with cultural products can be measured both at a high level (via the

satisfaction ratings given by visitors on a series of ‘destination attributes’) and at a product- or

experience-specific level via the satisfaction ratings given by those visitors participating in a range of

individual arts/cultural/heritage experiences.

The relevant destination attributes to consider in this context are “unique history/heritage” and

”authentic culture”. All RVM survey respondents are asked to rate the destination in which they are

interviewed on these attributes (amongst others), using a scale of 1 to 10 in which 1 means ‘extremely

poor’ and 10 means ‘excellent’.

Figure 29 below depicts the average satisfaction ratings given by international and domestic visitors

on these and other destination attributes since the RVM commenced in October 2005. Note that the

scale used by survey respondents ranges from ‘1’ (poor) to ‘10’ (excellent).

Figure 29: VISITOR SATISFACTION, DESTINATION ATTRIBUTES (Source: Regional Visitor Monitor, Ministry of Tourism and Regional Tourism Organisations, Oct 2005-March 2008)

Average Satisfaction Ratings on Key Attributes

6.2

6.6

6.5

6.7

6.9

7.2

6.8

7.2

7.1

7.5

7.4

7.2

7.3

7.5

6.9

7.1

7.1

7.1

7.3

7.2

7.9

7.3

7.9

7.5

7.8

8.2

8.3

8.3

0 1 2 3 4 5 6 7 8 9 10

Unique wildlife

Unique bush/plants

** AUTHENTIC CULTURE

Good weather/climate

Adventure/Excitement

** UNIQUE HERITAGE SITES

Clean & Pure Landscapes

Vibrant urban atmosphere

Relaxation

Good food & wine

Appealing cityscapes

Safety and Security

Friendly/Welcoming

Beautiful scenery

Domestic Visitors International Visitors


This analysis indicates that both international and domestic visitors are less impressed with the

regions’ specific arts/cultural/heritage attributes than they are with other characteristics. Furthermore,

while both market segments agree in their assessment of the regions’ history/heritage sites,

international visitors are more impressed by the authenticity of culture than domestic visitors.

Further analysis shows the international visitors rating the regions most highly on their history/heritage

sites are those from Australia, North America and Singapore, women and visitors aged 45 years or

more. The same age/gender bias is evident in the domestic market as well.

International visitors rating the regions most highly on the authenticity of their culture are those from

the USA and those aged 55 years or more. Interestingly, a different age pattern is apparent in the

domestic market where younger visitors (aged up to 44 years) rate the regions most highly in this

respect.

Ratings given by both international and domestic visitors indicate that Rotorua and Dunedin are

positioned most positively in regard to their cultural attributes.

Figure 30: AVERAGE RATING ON KEY CULTURAL/HERITAGE ATTRIBUTES (Source: Regional Visitor Monitor, Ministry of Tourism and Regional Tourism Organisations, Oct 2005-March 2008)

Unique History/

Heritage Sites

Average Rating

Authentic

Culture

Average Rating

ALL INTERNATIONAL VISITORS 7.2 7.1

Country of Origin

- Australia 7.6 7.3

- United Kingdom 7.3 7.0

- USA 7.8 7.6

- Japan 6.9 7.0

- Korea 6.5 6.8

- China 7.0 7.3

- Germany 6.6 6.6

- Canada 7.7 7.2

- Taiwan 7.3 7.2

- Singapore 7.7 7.3

- Other 6.9 7.0

Age Group

- 15-24 years 7.0 7.0

- 25-34 years 7.0 6.9

- 35-44 years 7.3 7.1

- 45-54 years 7.6 7.2

- 55-64 years 7.6 7.4

- 65 years or more 7.9 7.5

Gender

- Male 7.1 6.9

- Female 7.4 7.3

Region Visited

- Auckland 7.1 7.1

- Wellington 7.0 6.9

- Christchurch & Canterbury 7.3 7.1

- Queenstown 7.0 6.6

- Dunedin 7.5 7.0

- Rotorua 8.1 7.9

continued over page…


Unique History/

Heritage Sites

Average Rating

Authentic

Culture

Average Rating

ALL DOMESTIC VISITORS 7.2 6.5

Age Group

- 15-24 years 7.0 6.7

- 25-34 years 7.1 6.6

- 35-44 years 7.2 6.6

- 45-54 years 7.2 6.4

- 55-64 years 7.3 6.4

- 65 years or more 7.3 6.4

Gender

- Male 7.0 6.3

- Female 7.3 6.7

Region Visited

- Auckland 6.5 6.1

- Wellington 7.0 6.6

- Christchurch & Canterbury 7.5 6.7

- Queenstown 7.4 6.2

- Dunedin 8.1 6.9

- Rotorua 8.2 7.7

NB: Figures in bold highlight results significantly above the average for all international/domestic visitors.

Figures 31 (below) and 32 (overleaf) depict trends in the average satisfaction ratings given by

international and domestic visitors on these two attributes since the RVM began in October 2005. As

the results demonstrate, there has been little change in visitor perceptions over the last two years,

despite an increase in the proportion of international visitors participating in arts/cultural/heritage

experiences (refer Figure 16, page 24).

Figure 31: INTERNATIONAL VISITORS’ PERCEPTIONS OF CULTURAL/HERITAGE ATTRIBUTES (Source: Regional Visitor Monitor, Ministry of Tourism and Regional Tourism Organisations, Oct 2005-March 2008)

Rating of RVM Regions on Cultural/Heritage Attributes

(International Visitors)

0.0

2.0

4.0

6.0

8.0

10.0

Unique history/heritage 7.2 7.2 7.2 7.2 7.3 7.3 7.3

Authentic culture 7.0 7.1 7.2 7.1 7.1 7.1 7.1



Figure 32: DOMESTIC VISITORS’ PERCEPTIONS OF CULTURAL/HERITAGE ATTRIBUTES (Source: Regional Visitor Monitor, Ministry of Tourism and Regional Tourism Organisations, Oct 2005-March 2008)

Rating of RVM Regions on Cultural/Heritage Attributes

(Domestic Visitors)

0.0

2.0

4.0

6.0

8.0

10.0

Unique history/heritage 7.2 7.2 7.2 7.1 7.1 7.1 7.1

Authentic culture 6.5 6.6 6.6 6.6 6.6 6.6 6.5


At an individual product level, satisfaction ratings are typically higher overall than they are on the

more general attributes. However, as with the attributes discussed above, there is little change in

satisfaction apparent over time.

Please note that the trend data included in Figure 33 represents combined results for both

international and domestic visitors.

Figure 33: VISITOR SATISFACTION WITH ARTS/CULTURAL/HERITAGE EXPERIENCES (ALL VISITORS) (Source: Regional Visitor Monitor, Ministry of Tourism and Regional Tourism Organisations, Oct 2005-March 2008)

YE Sep 06 YE Dec 06 YE Mar 07 YE Jun 07 YE Sep 07 YE Dec 07 YE Mar 08AVERAGE TO DATE

Geothermal Attractions 8.5 8.6 8.6 8.6 8.7 8.5 8.5 8.6

Geothermal Experiences 8.6 8.7 8.7 8.6 8.6 8.6 8.5 8.6

Maori Culture Experience 8.7 8.5 8.6 8.7 8.7 8.7 8.6 8.6

Marae Visits 8.5 8.5 8.6 8.8 8.7 8.7 8.6 8.6

Concert/Theatre/Performing Arts 8.4 8.4 8.6 8.6 8.7 8.5 8.5 8.5

Maori Culture Exhibition/Performance 8.5 8.5 8.5 8.5 8.5 8.5 8.4 8.5

Botanical/Private Gardens 8.4 8.4 8.3 8.3 8.2 8.4 8.5 8.4

Wine Trail/Vineyards 8.4 8.5 8.4 8.4 8.3 8.2 8.2 8.3

Historic Buildings 8.1 8.1 8.2 8.1 8.2 8.2 8.2 8.2

Major Art or Cultural Event 8.4 8.3 8.3 8.2 8.1 8.0 8.1 8.2

Museums 8.1 8.1 8.1 8.2 8.2 8.3 8.3 8.2

Government Gardens 8.1 8.1 8.3 8.2 8.1 8.0 8.0 8.1

Historic Sites 8.0 8.0 8.1 8.1 8.1 8.1 8.2 8.1

Art Galleries 8.1 8.1 8.1 8.1 8.1 8.0 8.0 8.0

Arts and Crafts 8.1 8.0 8.0 8.1 8.0 8.0 8.0 8.0

Eating Out/Restaurants 7.9 7.9 7.9 7.9 7.9 7.9 7.9 7.9

Food & Wine Event/Show 7.8 7.8 7.6 7.7 7.8 7.9 7.9 7.8

Garden/Floral Show 8.0 7.8 7.8 7.9 7.8 7.7 7.8 7.8

Parliament Buildings 7.7 7.8 7.8 7.6 7.6 7.6 7.5 7.6

Aggregated results for the full period October 2005 to March 2008 are presented in Figure 34

(overleaf) and illustrate the comparatively minor differences in satisfaction between the two visitor

markets.


Figure 34: VISITOR SATISFACTION WITH ARTS/CULTURAL/HERITAGE EXPERIENCES (Source: Regional Visitor Monitor, Ministry of Tourism and Regional Tourism Organisations, Oct 2005-March 2008)

Average Satisfaction Rating - Cultural Products/Experiences

0 1 2 3 4 5 6 7 8 9 10

Parliament Buildings

Food and Wine Event/Show

Garden or Floral Show

Eating out/Restaurants

Art Galleries

Arts and Crafts

Government Gardens

Historic Sites

Historic Buildings

Major Art or Cultural Event

Museums

Wine Trail/Vineyards

Botanical/Private Gardens

Concert/Theatre/Perf Arts

Maori Culture Exh/Perf

Geothermal Attractions

Geothermal Experiences

Maori Culture Experiences

Marae Visits

Domestic Visitors International Visitors

That said, results show that international visitors are typically more satisfied by their experiences with

geothermal attractions and Maori cultural exhibitions/ performances than are domestic visitors.

In contrast, domestic visitors express higher levels of satisfaction in regard to a number of products:

most notably, concert/theatres/ performing arts, major art or cultural events, historic buildings, historic

sites, art galleries and arts and crafts.

Within the wider international visitor market, satisfaction levels vary by country of origin. Figure 35

(overleaf) presents a breakdown of average satisfaction ratings by New Zealand’s ‘Top 10’

international visitor markets over the full course of the RVM to date.


Figure 35: SATISFACTION WITH ARTS/CULTURAL/HERITAGE PRODUCTS, INTERNATIONAL VISITORS (Source: Regional Visitor Monitor, Ministry of Tourism and Regional Tourism Organisations, Oct 2005-March 2008)

Art

Gall

eri

es

Art

s a

nd

Cra

fts

Bo

tan

ical/P

rivate

Gard

en

s

Co

ncert

/Th

eatr

e/P

erf

ng

Art

s

Eati

ng

Ou

t

Fo

od

& W

ine E

ven

t

Gard

en

/Flo

ral S

ho

w

Geo

therm

al A

ttra

cti

on

s

Geo

therm

al E

xp

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en

ces

His

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c B

uild

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s

His

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Majo

r A

rt/C

ult

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t

Mao

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Exh

/Perf

orm

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Mao

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ure

Exp

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Mara

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Mu

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Parl

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s

Win

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rail/V

ineyard

s

Avg Avg Avg Avg Avg Avg Avg Avg Avg Avg Avg Avg Avg Avg Avg Avg Avg Avg

ALL INTNL

VISITORS

7.9 7.9 8.3 8.2

7.8 7.8 7.9 8.7 8.7 8.0 7.9 8.0 8.5 8.7 8.5 8.2 7.7 8.3

Country of Origin

Australia 7.9 8.0 8.4 8.6 7.9 8.5 8.4 8.6 8.7 8.3 8.0 8.2 8.7 8.7 8.9 8.4 7.3 8.2

UK 8.0 7.9 8.3 8.4 8.0 8.4 8.4 8.8 8.6 8.0 7.8 8.5 8.6 9.0 8.2 8.0 8.0 8.3

USA 8.3 8.2 8.6 8.6 8.0 6.8 7.7 8.8 8.8 8.2 8.5 8.3 8.7 8.5 9.2 8.5 8.4 8.5

Japan 7.9 6.2 8.4 8.1 7.6 7.8 8.3 8.8 8.9 8.1 8.2 7.7 8.3 8.4 NA 7.4 7.5 7.3

Korea 7.5 7.5 8.6 7.9 6.8 7.9 8.1 8.6 9.0 8.1 7.9 8.0 8.5 9.0 8.6 7.4 6.2 8.8

China 7.6 7.6 7.9 6.6 7.4 6.0 9.0 5.0 NA 8.6 8.9 6.0 5.2 7.0 NA 7.7 NA NA

Germany 7.8 7.5 8.3 8.1 7.8 7.1 7.5 8.6 7.6 7.7 7.7 7.5 8.2 8.4 7.2 7.9 7.6 8.1

Canada 7.5 7.7 8.4 8.4 8.1 7.8 6.6 8.5 8.6 8.2 8.4 8.4 8.5 9.1 8.5 8.2 7.4 8.6

Taiwan 7.9 8.8 8.1 7.8 7.2 6.3 7.9 6.9 NA 8.3 9.0 8.3 8.8 7.4 NA 7.4 NA 8.3

Singapore 7.8 7.3 8.5 NA 7.8 7.3 7.7 8.8 NA 8.2 7.8 6.0 8.1 8.4 NA 8.0 7.0 NA

Other 7.7 7.8 8.2 7.8 7.6 7.8 7.6 8.7 8.9 7.7 7.6 7.6 8.3 8.5 7.2 7.9 7.7 8.3


Summary – Overall Performance of Arts/Cultural/Heritage Products

In summary, Figures 36 and 37 (overleaf) chart the relationship between visitor participation in

activities and attractions, and visitor satisfaction – firstly amongst international visitors, and secondly,

amongst domestic visitors. By plotting this relationship between the two variables, we are able to

identify four broad ‘clusters’ of activities and attractions and define an appropriate strategy in regard to

each: -

Mainstream Performers

Activities and attractions which are currently well-patronised and highly-regarded by those who participate.

Strategy: Maintain awareness and participation, while protecting quality of experience.

Niche Performers

Activities and attractions in which fewer visitors participate, but which are highly-regarded by those who do.

Strategy: Encourage awareness and participation, while protecting quality of experience.

Development Priorities

Activities and attractions to which large numbers of visitors are exposed, but which achieve lower satisfaction

ratings. Strategy: Develop and improve (in line with visitor needs), before promoting further.

Development Opportunities

Activities and attractions in which few visitors participate and which are not highly-regarded by those who do.

Note that these activities/attractions may or may not have a role as marketable ‘tourism product’.

Strategy: Assess potential; if appropriate, develop and improve before promoting further.

An

gu

s &

Ass

ocia

tes

3

8

Fig

ure

36: IN

TE

RN

AT

ION

AL V

ISIT

OR

S - S

AT

ISF

AC

TIO

N V

S P

AR

TIC

IPA

TIO

N

(Sourc

e: R

egio

nal V

isito

r Monito

r, Min

istry of T

ourism

and R

egio

nal T

ourism

Org

anis

atio

ns, O

ct 2

005-M

arc

h 2

008)

Cultural and Heritage Experiences - Participation and Satisfaction

(International Visitors, Oct 05 - Mar 08)

Art GalleriesArts and Crafts

GardensTheatre/Pfmg Arts

Food & Wine Event

Geothermal AttnsGeothermal Exps

Historic Buildings

Maori Exh/PerfmceMarae Visits Museums



Eating Out/RestaurantsGarden/Floral ShowHistoric Sites

Major Art/Cult Event

Maori Culture Expnce

6

7

8

9

10

0% 5% 10% 15% 20% 25% 30% 35% 40%

% of Visitors Participating

Avera

ge R

ating o

n 1

0-P

oin

t S

cale

(1

=P

oor,

10=

Excelle

nt)

DEVELOPMENT OPPORTUNITIES DEVELOPMENT PRIORITIES

NICHE PERFORMERS MAINSTREAM PERFORMERS

An

gu

s &

Ass

ocia

tes

3

9

Fig

ure

37: D

OM

ES

TIC

VIS

ITO

RS

- SA

TIS

FA

CT

ION

VS

PA

RT

ICIP

AT

ION

(S

ourc

e: R

egio

nal V

isito

r Monito

r, Min

istry of T

ourism

and R

egio

nal T

ourism

Org

anis

atio

ns, O

ct 2

005-M

arc

h 2

008)

Cultural and Heritage Experiences - Participation and Satisfaction

(Domestic Visitors, Oct 05 - Mar 08)

Art Galleries

Gardens

Maori Exh/Perfmce

Marae Visits

Museums


Arts and Crafts

Theatre/Pfmg Arts

Eating Out/Restaurants

Food & Wine EventGarden/Floral Show

Geothermal Attns

Geothermal ExpsHistoric BuildingsHistoric Sites

Major Art/Cult Event

Maori Culture Expnce


6

7

8

9

10

0% 5% 10% 15% 20% 25% 30% 35% 40%

% of Visitors Participating

Avera

ge R

ating o

n 1

0-P

oin

t S

cale

(1

=P

oor,

10=

Excelle

nt)

DEVELOPMENT OPPORTUNITIES DEVELOPMENT PRIORITIES

NICHE PERFORMERS MAINSTREAM PERFORMERS


3.5 Contribution of Cultural Experiences to Overall Visitor Satisfaction

While it is difficult to definitively establish how cultural experiences contribute to the quality of the

visitor experience in its entirety, analysis of RVM data suggests that cultural experiences make a

positive contribution to visitor satisfaction overall.

Figure 38 depicts the overall visitor satisfaction ratings given by those domestic and international

visitors who participated in one or more arts/cultural/heritage experiences between October 2005 and

March 2008. This illustrates that overall visitor satisfaction - that is, satisfaction with the visitor’s entire

experience of the region in which they were interviewed - is higher than average amongst those

visitors who participated in at least one arts, cultural or heritage experience. This is particularly

evident amongst visitors participating in geothermal experiences/attractions and those attending Maori

cultural exhibitions/performances.

As an example to assist with interpretation of these results:

- the average satisfaction rating given by domestic visitors in regard to their overall experience of

the region in which they were interviewed was 8.0 on a scale of 1 (poor) to 10 (excellent)

- those who participated in a Maori cultural experience gave an average rating of 8.5 on the same

measure.

Importantly, this correlation is evident in both international and domestic markets.

Figure 38: VISITOR SATISFACTION (VISITORS PARTICIPATING IN ARTS/CULTURAL/HERITAGE EXPERIENCES) (Source: Regional Visitor Monitor, Ministry of Tourism and Regional Tourism Organisations, Oct 2005-March 2008)

Overall Satisfaction of Visitors Participating in Cultural/Heritage Experiences

(Average Rating on 1-10 Scale, October 2005 to March 2008)

7.0

7.5

8.0

8.5

9.0

Art Galleries

Arts And Crafts

Gardens

Concert/Theatre/Pfmg Arts

Eating Out/Restaurants

Food & Wine Event

Garden/Floral Show

Geothermal Attractions

Geothermal Experiences

Historic Buildings

Historic Sites

Major Art/Cultural Event

Maori Cult Exh/Perfmnce

Maori Cult Experience

Marae Visits

Museums



Domestic Visitors - C/H Experiences International Visitors - C/H Experiences

ALL DOMESTIC VISITORS ALL INTERNATIONAL VISITORS


3.6 Visitor Planning and Booking Behaviour

While not specific to arts/cultural/heritage activities and attractions, the Regional Visitor Monitor

includes a series of questions relating to visitor planning and booking behaviour, the results of which

may be of value to cultural organisations planning business development and marketing activity.

The first of these concerns the length of visitors’ planning cycles: that is, the number of weeks or

months prior to their visit that respondents decided to visit the region in which they were interviewed.

As illustrated in Figures 39 and 40, there has been little change in the planning cycle of international or

domestic visitors over the last 2-3 years.

The planning cycle of

international visitors is

typically much longer than

that of domestic visitors, with

approximately half of all

international visitors making

plans to visit a region of New

Zealand at least 6 months

prior to their arrival.

In contrast, spontaneous

decisions are quite rare: as

few as 10% of international

visitors make their decision to

visit a region within two weeks

of their arrival.

As noted above, the situation

in the domestic market is

quite different, with much

shorter planning cycles

evident overall.

Indeed, almost 40% of

domestic visitors plan their

trip within 4 weeks of their

arrival, and a further 25% (or

more) within 3 months of

arrival.

Figure 41 overleaf breaks down length of planning cycle by key international visitor markets. This

suggests the planning cycle tends to be shortest within key Asian markets, and longest within the

European and North American markets.

Length of Planning Cycle - International Visitors

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

> 12 Months Ago 20% 21% 19% 20% 20% 20% 21%

6-12 Months Ago 28% 29% 28% 28% 27% 27% 28%

3-6 Months Ago 20% 20% 20% 20% 20% 20% 20%

1-3 Months Ago 17% 16% 17% 17% 17% 17% 16%

2-4 Weeks Ago 7% 7% 7% 7% 7% 7% 6%

1-2 Weeks Ago 4% 4% 5% 4% 5% 5% 4%

< 1 Week Ago 3% 4% 4% 4% 4% 4% 5%


Length of Planning Cycle - Domestic Visitors

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

> 12 Months Ago 8% 8% 8% 7% 7% 8% 8%

6-12 Months Ago 12% 13% 12% 13% 12% 11% 11%

3-6 Months Ago 16% 17% 17% 16% 17% 17% 17%

1-3 Months Ago 27% 26% 26% 28% 27% 28% 28%

2-4 Weeks Ago 15% 14% 14% 15% 14% 15% 15%

1-2 Weeks Ago 11% 12% 12% 11% 11% 11% 11%

< 1 Week Ago 11% 10% 10% 10% 10% 10% 10%


Figure 40: PLANNING CYCLE OF DOMESTIC VISITORS (Source: Regional Visitor Monitor, Ministry of Tourism and Regional Tourism Organisations, Oct 2005-March 2008)

Figure 39: PLANNING CYCLE OF INTERNATIONAL VISITORS (Source: Regional Visitor Monitor, Ministry of Tourism and Regional Tourism Organisations, Oct 2005-March 2008)


Figure 41: LENGTH OF PLANNING CYCLE BY KEY INTERNATIONAL VISITOR MARKETS (Source: Regional Visitor Monitor, Ministry of Tourism and Regional Tourism Organisations, Oct 2005-March 2008)

< 1

week

%

1-2

weeks

%

2-4

weeks

%

1-3

months

%

3-6

months

%

6-12

months

%

> 12

months

%

ALL INTERNATIONAL

VISITORS

4 4 7 16 20 28 21

Australia 3 4 8 19 24 26 16

United Kingdom 3 3 5 11 17 33 27

USA 5 3 4 14 20 30 24

Japan 3 4 7 22 19 24 21

Korea 8 16 4 22 22 22 6

China 4 3 11 25 20 26 11

Germany 4 6 9 17 17 29 18

Canada 4 2 6 18 18 28 25

Taiwan 5 11 23 29 14 13 5

Singapore 9 10 17 22 15 11 16

Other 5 6 7 18 20 26 19


Planning cycle as outlined here relates to the time at which the visitor made the decision to visit the region in which they were

interviewed. In this context, a shorter planning cycle suggests that visitors might have made the decision to visit the region after

they arrived in New Zealand: i.e. it wasn’t planned as part of their itinerary from the outset.

A further question concerns the information sought by visitors prior to their arrival in the RVM

regions in which they were interviewed. Results indicate that demand for pre-trip information about

activities and attractions and people/culture is considerable, particularly in the international market.

Figure 42: INFORMATION SOUGHT PRIOR TO ARRIVAL IN THE RVM REGIONS (Source: Regional Visitor Monitor, Ministry of Tourism and Regional Tourism Organisations, Oct 2005-March 2008)

Information Sought Prior to Arrival

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Activities & Attractions (Intnl

Visitors)

64% 65% 65% 65% 65% 65% 65%

People/Culture (Intnl Visitors) 27% 28% 28% 28% 27% 27% 26%

Activities & Attractions (Dom

Visitors)

36% 37% 36% 36% 36% 37% 38%

People/Culture (Dom Visitors) 5% 5% 4% 5% 5% 5% 5%



Figure 43 breaks down results for international visitors by market of origin. This suggests that demand

for information about activities/attractions and about people/culture is greatest in the North American

market, and strong also in the Singaporean market. German visitors also demonstrate a particular

interest in information about the regions’ people/culture. Figure 43: INFORMATION SOUGHT BY INTERNATIONAL VISITORS PRIOR TO ARRIVAL (Source: Regional Visitor Monitor, Ministry of Tourism and Regional Tourism Organisations, Oct 2005-March 2008)


A follow-on question concerns the media used by visitors seeking information prior to their arrival in

the RVM regions. While results are not specific to activities and attractions, the trends identified are

relevant to all organisations and businesses seeking to communicate with international and domestic

visitor markets.

Figures 44 and 45 overleaf depict changes over time in the mix of media used by international and

domestic visitors seeking information about travel destinations. These illustrate, for example, a rapid

increase in the use of online media and a corresponding decline in the use of print media.

Nevertheless, guide/travel books remain an important channel via which to reach international visitors,

as do travel agents and i-SITES/visitor centres. And word of mouth remains a significant force in both

markets.

Activities and

Attractions

%

People and

Culture

%

ALL INTERNATIONAL VISITORS 65 27

Australia 64 16

United Kingdom 66 24

USA 72 38

Japan 57 25

Korea 49 28

China 35 30

Germany 61 36

Canada 65 23

Taiwan 64 22

Singapore 73 33

Other 65 32


Figure 44: MEDIA MIX (INTERNATIONAL VISITORS) (Source: Regional Visitor Monitor, Ministry of Tourism and Regional Tourism Organisations, Oct 2005-March 2008)

Source of Information (International Visitors)

0%

10%

20%

30%

40%

50%

60%

70%

80%

Guide/ Travel Books 76% 74% 73% 72% 71% 72% 71%

Family Or Friends 52% 52% 50% 49% 47% 46% 46%

Other websites 41% 44% 45% 45% 45% 46% 47%

newzealand.com 24% 25% 25% 25% 25% 25% 23%

Travel Agent 20% 21% 22% 22% 22% 22% 21%

i-SITE/Other VIC 16% 17% 18% 18% 20% 20% 20%

RTO website 12% 13% 14% 15% 14% 13% 12%

Mags/ N'papers 14% 13% 12% 12% 12% 12% 12%

Other 3% 3% 3% 3% 3% 3% 3%


Figure 45: MEDIA MIX (DOMESTIC VISITORS) (Source: Regional Visitor Monitor, Ministry of Tourism and Regional Tourism Organisations, Oct 2005-March 2008)

Source of Information (Domestic Visitors)

0%

10%

20%

30%

40%

50%

60%

Other websites 45% 47% 48% 49% 49% 50% 52%

Family Or Friends 41% 40% 40% 39% 39% 41% 40%

Guide/ Travel Books 33% 32% 31% 31% 32% 33% 35%

RTO website 15% 15% 15% 15% 15% 16% 16%

i-SITE/Other VIC 13% 14% 14% 14% 14% 14% 14%

Other 10% 10% 10% 10% 9% 9% 8%

Mags/ N'papers 13% 11% 11% 9% 8% 9% 9%

Travel Agent 7% 8% 7% 7% 7% 5% 5%

newzealand.com 4% 4% 4% 3% 3% 3% 3%



Figure 46 breaks out media used by visitors seeking information, by market of origin. This indicates

that some quite significant differences exist in the mix of media favoured by visitors according to the

market from which they originate.

Figure 46: MEDIA MIX BY INTERNATIONAL MARKET OF ORIGIN (Source: Regional Visitor Monitor, Ministry of Tourism and Regional Tourism Organisations, Oct 2005-March 2008)

Gu

ide

/ T

rave

l B

oo

ks

Ma

gazin

es

/

Ne

ws

pa

pe

rs

Ad

vic

e f

rom

Fa

mil

y/F

rie

nd

s

Ad

vic

e f

rom

Tra

ve

l

Ag

en

t

i-S

ITE

/Vis

ito

r C

en

tre

RT

O W

eb

sit

e

ne

wze

ala

nd

.co

m

Oth

er

inte

rne

t/

We

bs

ite

Oth

er

% % % % % % % % %

ALL INTERNATIONAL

VISITORS

73 13 49 21 18 14 24 45 3

Australia 56 14 45 27 13 17 26 51 3

United Kingdom 82 13 57 22 17 10 23 41 2

USA 75 9 51 21 17 14 28 54 3

Japan 82 8 41 24 18 7 26 37 1

Korea 72 6 45 17 34 9 7 32 2

China 54 12 30 13 18 4 15 32 10

Germany 89 16 45 14 21 9 21 39 3

Canada 75 10 44 23 18 10 30 42 2

Taiwan 75 16 38 23 44 16 20 26 1

Singapore 65 21 38 17 23 18 49 55 8

Other 73 13 47 18 22 14 23 44 3


The RVM also asks visitors whether they had booked activities and attractions prior to their arrival

in the region in which they were interviewed. Results indicate that comparatively few visitors are

booking activities and attractions ahead of their arrival in a region although (as noted above) many do

search out information on what they can do before they arrive.

Figure 47: BOOKING OF ACTIVITIES & ATTRACTIONS PRIOR TO ARRIVAL (Source: Regional Visitor Monitor, Ministry of Tourism and Regional Tourism Organisations, Oct 2005-March 2008)

Proportion of Visitors Booking Activities & Attractions Prior to Arrival in a Region

0%

5%

10%

15%

20%

25%

30%

International Visitors 10% 12% 13% 13% 13% 13% 13%

Domestic Visitors 11% 11% 11% 12% 11% 12% 12%



Booking of activities/attractions is highest amongst visitors originating from Australia (19%), the United

States (21%), Taiwan (18%) and Singapore (17%) but otherwise consistent across markets.

Finally, the RVM asks those visitors who had booked activities and attractions how they had done so.

As illustrated in Figure 48, there has been a recent and rapid increase in the proportion of visitors

booking activities and attractions online, with a corresponding reduction in those booking via travel

agents.

Figure 48: METHOD USED FOR BOOKING ACTIVITIES & ATTRACTIONS (Source: Regional Visitor Monitor, Ministry of Tourism and Regional Tourism Organisations, Oct 2005-March 2008)

Method of Booking Activities & Attractions (All Visitors)

0%

10%

20%

30%

40%

50%

Internet 40% 41% 41% 42% 41% 40% 46%

Travel Agent 26% 29% 30% 28% 29% 25% 22%

Phone 13% 14% 14% 14% 16% 16% 15%

Other 15% 11% 10% 9% 9% 13% 12%

Info Centre 5% 5% 4% 5% 5% 5% 5%

Fax/Post 1% 1% 1% 1% 1% 1% 1%


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