Tourism Market UpdateJune 2015

International Market – National Forecasts• Forecast (MBIE) 2015 – 2021• Average 4.0% growth in visitors• Average 5.8% growth in spend

• Key markets• Australia – average annual 1.6% growth in spend, reaching $2.2b• China – average annual 14.1% growth in spend (+18.4% in visitors), reaching

spend of $2.6b• China forecast to overtake Australia in total spend in 2020• Long-haul: UK 3.1%, Germany 7.4%, USA 11.9%

International Market – Visitor Arrivals• Arrivals - Queenstown• Current growth at over 20% compared to same month previous year• Auckland airport is a shareholder of Queenstown airport

• Arrivals – Christchurch• Recovering – 8.9% growth in arrivals YTD compared to last year• Increasing capacity

International Markets – Hanmer Springs• The Chinese are coming• Australia remains a key market• Long-haul markets returning

International Markets - TRENZ

• Growth of China• Challenges • Opportunities• Representation • Becoming trade-ready

Domestic Market

• High dollar• Post-earthquake peak• Corporate / meetings market

Research

• Christchurch & Canterbury (436,000 population)• 38% intend to visit Hanmer Springs in the next 6 months

• Activities in Hanmer Springs• 89% of those who intend to visit want to visit the thermal pools• Also walking (72%), staying overnight (70%), biking (29%)

• Mid-Week Market• 41% of those who intend to visit want to come during school time• 55% of these want to come on a weekday• 38% x 41% x 55% = 8.5% (was 6.6% last year)

Canterbury mid-week market…

• HSBA mid-week work• Focus on the 8.5% (37,360 people) who intend to visit mid-week on a

weekday? • Or the 16% who don’t know if they intend to visit?• Or the 46% who don’t intend to visit?• What can we do in the international or corporate market to increase

mid-week?

HSTPS – Marketing Plan 2015-2016

Couples Families Groups Corporates Locals One Canterbury Two (a) Two (b) Three Four South Island

Five Six Radar Radar

North Island Radar Internationals Seven

BRAND

DATABASE