Source: Statistics New Zealand International Travel and Migration March 2015 MBIE: International Visitor Survey December 2014

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2 Source: Statistics New Zealand International Travel and Migration March 2015 MBIE: International Visitor Survey December 2014

3 Source: Statistics New Zealand International Travel and Migration March 2015

4 Source: Statistics New Zealand International Travel and Migration March 2015

5 AC Monitor

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7 Q3 FY12 Q4 Q1 Q2 Q3 FY13 Q4 Q1 Q2 Q3 FY14 Q4 Q1 Q2 Q3 FY15 Total ACs Youth Independent Professionals Linear (Total ACs) 51% 51% 51% 48% 47% 48% 49% 51% 46% 46% 44% 73% 74% 74% 73% 72% 71% 70% 69% 59% 61% 62% 64% 65% 66% 66% 66% 64% 64% 59% 60% 62% 61% 61% 61% 59% 56% 7

8 3MRA, Q3FY15 Total ACs Independent professionals As at Q3 end Q3FY14 Q3FY15 Change Q3FY14 Q3FY15 Change Global preference drivers Landscapes & scenery 82% 90% 9% 83% 90% 7% Friendly people 73% 77% 4% 77% 79% 2% Relax & refresh 64% 56% -8% 66% 60% -6% Fun & enjoyment 62% 61% -1% 64% 63% -1% Comfortable 70% 76% 6% 71% 76% 5% Clean & unpolluted 75% 78% 3% 74% 78% 3% Brand specific Easy to travel around 36% 32% -4% 38% 35% -4% Unique experiences 74% 83% 9% 74% 82% 8% Significantly higher / lower than FY14 at 95% confidence 8

9 We ask two questions to determine where someone is in the visitor consideration funnel... Organising a holiday is a process that can start with dreaming about visiting a destination, from doing some research and planning, through to making bookings for flights to that destination. In the last 12 months, have you done any research about visiting New Zealand for a holiday? Planning Yes Have you reached a stage where you are ready to make firm bookings to travel to New Zealand for a holiday? No Dreaming Yes No Booking Planning 9

10 Global Average (1) Total ACs Independent professionals Dreaming Active Considerers that haven t done any research about NZ in the past 12 months 55% 55% 55% Planning Active Considerers that have done some research about NZ in the last 12 months but they are not ready to book 19% 18% 17% Booking Active Considerers that have done some research and are now ready to make bookings 26% 27% 28% NOTES: 1. A simple average of total ACs across the six main markets Significantly higher / lower than Total ACs at 95% confidence 10

11 Overarching holiday needs Youth Independent professionals To go to a place that is different from anywhere in my own country 50% 68% To understand and learn about a different culture and its history 41% 48% To see the main attractions that I ve heard about 32% 40% To have a real adventure where I challenge myself to experience new things 52% 28% To unwind and relax by doing as little as possible 30% 25% To escape from my usual day to day life 29% 21% To interact directly with local people to experience how they live their daily lives 13% 20% To meet local people 10% 10% To have a working holiday where I can wander when and where I want, in my own time 9% 8% To blend in with locals and not be seen as a visitor / tourist 8% 4% 11

12 Top 10 constraints Dreaming Planning Ready to book I m concerned about the length of time required to fly to NZ 47% 56% 30% What length of time is needed to experience NZ properly? 37% 39% 40% What and where are the recommended things to see and do? 32% 34% 23% How safe is it from crime? 32% 32% 24% How often does it rain? 30% 30% -- How welcoming are the locals to tourists from my country? 36% 35% -- How long does it take to travel between the main attractions? 34% 27% -- Does it get too hot in summer? 28% -- 29% I m concerned about driving on the left hand side of the road -- 32% 26% How safe is it to participate in adventure activities? -- 26% 22% How well suited is it to people of my age group? 28% Where should I get information about how to organise a holiday to NZ? 27% How physically fit would I need to be? -- 25% -- How easy is it to travel around? % Does it get hot enough in summer? % What are the shopping options like? % -- Not a top 10 constraint for this part of the conversion funnel Significantly higher / lower than Total ACs at 95% confidence 12

13 Top 10 constraints Youth Independent professionals I m concerned about the length of time required to fly to NZ 38% 39% What length of time is needed to experience NZ properly? 37% 35% How safe is it from crime? 31% 28% What and where are the recommended things to see and do? 32% 25% How often does it rain? 28% 25% How long does it take to travel between the main attractions? 26% 25% I m concerned about driving on the left hand side of the road 31% 23% How easy is it to travel around? 29% 22% Does it get too hot in summer? 28% -- What are the transportation options for travelling within NZ? 26% -- How welcoming are the locals to tourists from my country? -- 26% How physically fit would I need to be? -- 22% -- Not a top 10 constraint for this segment Significantly higher / lower than Total ACs at 95% confidence 13

14 26% 23% 8% 17% 7% 14% 12% 11% 4% 3% 4% 1% 2% 2% Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Segments of interest Independent Professionals 7% 13% 11% 11% 23% 19% 3% 4% 4% 1% 2% 2% Significantly higher/ lower than other ACs 14 10

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