505,544
366,570
0
100,000
200,000
300,000
400,000
500,000
600,000
Adventure Extreme Adventure
Tou
rist
s Adventure Tourism Participation
Holiday Only
Adventure
Extreme Adventure
52% 51%
44%
37%
0%
10%
20%
30%
40%
50%
60%
2004 2005 2006 2007 2008 2009 2010 2011 2012
Pe
rce
nt
of
Tou
rist
s
Participation in Adventure Tourism Holiday Tourists Only
Adventure
Extreme Adventure
0%
10%
20%
30%
40%
50%
60%
70%
80%
Pe
rce
nt
of
Tou
rist
s
Participation in Adventure Tourism Holiday Tourists Only
0%2%4%6%8%
10%12%14%16%
Pe
rce
nt
of
Tou
rist
s
Participation in Adventure Tourism Activities – Top 10 Holiday Tourists Only
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
0% 50% 100% 150% 200%
West Coast RTO (51%)Lake Wanaka RTO (25%)
Nelson RTO (27%)Waitaki RTO (11%)
Queenstown RTO (66%)
Fiordland RTO (30%)Central South Island RTO (7%)
Ruapehu RTO (8%)Southland RTO (9%)
Hurunui RTO (9%)
Mackenzie RTO (27%)Dunedin RTO (28%)
Marlborough RTO (18%)Lake Taupo RTO (25%)Canterbury RTO (66%)
Coromandel RTO (15%)Northland RTO (21%)
Waikato RTO (16%)Wellington RTO (35%)
Manawatu RTO (4%)Hawke's Bay RTO (11%)
Taranaki RTO (4%)
Rotorua RTO (41%)Bay of Plenty RTO (8%)
Auckland RTO (60%)
Regions Visited - Index
0%
5%
10%
15%
20%
Pe
rce
nt
of
Tou
rist
s
Participation in Adventure Tourism Holiday Tourists Only
Adventure
All Tourists
9.1 9.1 8.9 8.9 8.8 8.8 8.8 8.8 8.6 8.5 8.5 8.4 8.3 8
0123456789
10
Sati
sfac
tio
n (
Ou
t o
f 1
0)
Satisfaction
0%
5%
10%
15%
20%
25%
30%
Shar
e o
f to
tal U
niq
ue
Vis
ito
rs
Adventure Seekers' Traffic to newzealand.com by market
Adventure Seekers
All Visitors
Note: Chinese visitors are far less likely to view any content other than campaign pages, which affects their likelihood to enter the ‘adventure seekers’ segment.
0%
1%
2%
3%
4%
5%
6%
7%
8%
Hotels Motels Bed &Breakfast
Backpackers Holiday Parks Apartments HolidayHomes
Boutique &Lodge
Farmstays
Shar
e o
f B
usi
ne
ss L
isti
ng
Re
ferr
als
Top Accommodation Types for Adventure Seekers on newzealand.com
Adventure Seekers
Total Visitors
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