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Figure 1: Tourism New Zealands Outcomes Framework

The value added to the New Zealand economy from international visitors is increasedHigh level outcome

International visitor expenditure in New Zealandfrom Tourism New Zealands target markets

increases due to changes in international visitor

arrivals, length of stay and spend per day

Visitors have a high quality experience

in New Zealand that meets or exceeds

their expectations

Visitors spend

more while in

NZ and tell

others to come

Conversion

Tourism New Zealands target audiences

desire to visit New Zealand and rate o f

conversion to travel is increased

Information and satisfaction

Visitor spending and satisfaction is increased through

access to information that encourages activity and use

of quality assured tourism services

Providing a high

quality experience

Marketing

Working with the

overseas travel trade and

airlines

Informing and engaging

with New Zealands

tourism industry

Information for visitors Quality assurance

1. Prioritise markets and sectors for growth

4. Leverage events 5. Build organisational capability

3. Partner to improve supply and increase

marketing reach and effectiveness

2. Focus marketing on building preference and

conversion

ourism industry

outcomes

Tourism New

Zealand

outcome

Tourism New

Zealand

outputs

Tourism New

Zealand

rategic priorities

Lower

Higher

i

l

f

t

lifl

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1

http://www.tourismnewzealand.com/

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Trade engagement

Rest of WesternEurope

Russia South America Taiwan

Middle East

Search EngineMarketing

International MediaProgramme

(Only) partneredmarcomms activity

Plus Tier 5 activity

Hong Kong

India Indonesia Korea Scandinavia

Singapore

Malaysia Thailand

Partnered marketingcommunications

(Willing to invest oncampaigns on our ownfrom tier 3 up)

Plus Tier 4 activity

Japan France

Canada

Brand digital marketingcommunications, PRproduct placement

Plus Tier 3 activity

UK Germanic Europe

Wider media mix,increased weights

Plus Tier 2 activity

Australia China

Usa

Increasing levels of expenditure and activity

Tier 1Tier 2Tier 3Tier 4Tier 5

Increasing potential to deliver strong outcomes for New Zealand

Market

Activity

Hong Kong India Indonesia Korea

Scandinavia

Thailand

Japan France Canada

Singapore/Malaysia

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oo

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http://www.qualmark.co.nz/

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oooo

o

o

ooo

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oooo

o

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7

.

.

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