Market Tour.pdf - Tourism 2025> GROWING value together...

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Tourism 2025> GROWING value together Whakatipu Uara Ngatahi
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2 THE ASPIRATIONAL GOAL HOW WE ARE GETTING THERE By improving the competitiveness of New Zealand tourism $41 billion total tourism revenue in 2025 Front cover: NZONE Skydive/photographer Vasile Pop This photo: Kepler Track/Destination Fiordland/photographer Rob Suisted
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Growing value together TOURISM 2025 1
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2 TOURISM TODAY TOURISM E XPORT VALUE $9.8 BILLION TOURISM’S DIRECT CONTRIBUTION TO NEW ZEALAND’S TOTAL GDP 3.7% OF NEW ZEALAND AS A BRAND 5th INTERNATIONAL RANKING NUMBER OF FULL-TIME EQUIVALENT JOBS SUPPORTED BY TOURISM 172,100 BY INTERNATIONAL VISITOR PER TRIP $2300 AVERAGE EXPENDITURE OF NEW ZEALAND’S TOTAL EXPORT EARNINGS 16.1% TOURISM SHARE INTERNATIONAL VISITORS IN 2013 2.7 MILLION DOMESTIC OVERNIGHT TRIPS TAKEN 16.6 MILLION TOTAL TOURISM REVENUE IN 2013 $24 BILLION SOURCES INCLUDE TOURISM SATELLITE ACCOUNT (2013), IVS YE MARCH 2013
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Growing value together TOURISM 2025 3 GROWING VALUE TOGETHER I saw a campervan the other day, with this message on the side: “The glass is half full…and the other half was delicious.” As New Zealand tourism charts its course to 2025, I took that as a very good omen. The first half was delicious. Ten years ago, tourism was the toast of the New Zealand economy, growing at 6% a year and the country’s number one export earner. Recently, it’s been a different story, the global financial crisis and the Christchurch earthquakes have knocked the industry back. But as we look up and out, all we see is opportunity. Globally, tourism continues its exponential growth, driven in particular by the emerging middle classes of Asia. As a recent MBIE report put it, “structural forces are very much in favour of New Zealand. The centre of the global economy is moving closer and the long-term outlook is positive. Demand from these emerging markets for travel to New Zealand will soar”. “A shared vision and a common framework” Tourism 2025 is the industry aligning for growth. We can see the world has changed. We are excited by the new opportunities but we understand that as more and more countries enter the race for the global tourism dollar, we will succeed only if we improve the competitiveness of New Zealand tourism. This document presents a strategic framework for achieving that. It is not a detailed plan but rather a shared vision and a common framework. In an industry as diverse as tourism, alignment is what matters. Tourism 2025 is an industry commitment to growing value by working together, for the long-term benefit of New Zealand tourism and the wider economy. MARTIN SNEDDEN CEO, Tourism Industry Association New Zealand TOTAL TOURISM REVENUE $24 BILLION Tourism in New Zealand is a $66 million per day industry DOMESTIC REVENUE $14.2 BILLION INTERNATIONAL REVENUE $9.8 BILLION Australia $1.601 billion China $0.673 billion UK $0.428 billion USA $0.410 billion Japan $0.273 billion
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4 THE PAST TEN YEARS IN NEW ZEALAND OVER THE PAST TEN YEARS: IN THE WORLD OVER THE PAST TEN YEARS:
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