Impact of Tourism Marketing Quantified 28 Mar 2014
Middle-earth marketing the key reason for growth
Research completed by the New Zealand Institute of Economic Research has shown that tourism marketing efforts have had a significant and quantifiable impact on visitor arrivals.
The research was commissioned by Tourism New Zealand and it is believed to be the first time such research has been conducted.
It shows that in 2013, in New Zealand's core long-haul Western visitor markets, growth in arrivals outstripped the markets' economic recovery and growth in outbound tourism, and that New Zealand attracted more international visitors than economic factors alone could account for.
Tourism New Zealand Chief Executive Kevin Bowler says the remaining growth can reasonably be attributed to tourism marketing by the organisation and the others in the industry like Air New Zealand.
"The 6.0 per cent growth we saw for the year ending December 2013, and the continuing growth of 7.3 per cent through to year-end February 2014, is the kind of growth not seen in a decade. We wanted to know what impact our work was having on this remarkable result.
"While it is clear that improving economies and increased airline capacity are supporting tourism growth, in many countries, New Zealand's high dollar is working against this positivity."
"What NZIER found was that marketing factors were having a considerable impact in five long-haul markets. And the strongest of these factors was the impact of New Zealand's association with Middle-earth and the new Hobbit films," says Kevin.
"This finding is backed up by other evidence. The Oct-Dec 2013 International Visitor Survey (IVS) that showed 14 per cent of holiday arrivals said The Hobbit trilogy was a factor in influencing their decision to visit New Zealand.
"A decade ago in 2004, following the release of the final film in The Lord of the Rings Trilogy, that figure was only six per cent.
"The Hobbiton website receives the most direct traffic from Tourism New Zealand's consumer website newzealand.com of all operators, receiving about twice as many clicks from our site as the next biggest attraction.
"And we've seen record numbers visiting Matamata and Hobbiton this past summer, running tours of around 40 tourists every 10 minutes."
Other factors considered by the NZIER included improving economic conditions following the Global Financial Crisis, exchange rates, country-specific taxes and changes in air capacity.
Kevin says that with a third movie still to be released and legacy attractions like Hobbiton in place, there is an opportunity to keep Middle-earth demand strong for some time.
"With the launch of Tourism 2025 - Growing Value Together/Whakatipu Uara Ngatahi' this week the industry is in good shape to work together to capitalise on the growth we have been achieving.
"And with the additional government funding committed to Tourism New Zealand over four years, the organisation has the resources to keep building momentum through to the end of the Middle-earth phase and beyond."
Source NZ Tourism
News
Hilary Timmins' Award-Winning UK Documentary Series To Inspire NZ Students
29 Jun 2020 Education
Dream Catchers, produced and directed by Hilary Timmins, celebrates the success stories of more than thirty inspirational New... more
New Zealand reaffirms support for Flight MH17 judicial process
7 Mar 2020 News
Ahead of the start of the criminal trial in the Netherlands on 9 March, Foreign Minister Winston Peters has reaffirmed the need to... more
Business
NZ Government's Economic package to fight COVID-19
17 Mar 2020 Business News
The Coalition Government has launched the most significant peace-time economic plan in modern New Zealand history to cushion the... more
NZ Government announces aviation relief package
19 Mar 2020 Business News
Transport Minister Phil Twyford today outlined the first tranche of the $600 million aviation sector relief package announced earlier... more
Living
Diversity was Key at New Zealand Trade Tasting in London
6 Jun 2022 Food & Wine
New Zealand Winegrowers Annual Trade Tasting was recently held in London, on Wednesday 4 May, in Lindley Hall.
It was the first... more
Kiwi author stuns Behind the Butterfly Gate
12 Jan 2022 Arts
Hidden behind the Butterfly Gate is where the secret has been kept for 76 years...
New Zealand writer Merryn Corcoran’s... more
Property
Fairer rules for tenants and landlords
17 Nov 2019 Property
17 NOVEMBER 2019
The Government has delivered on its promise to the over one million New Zealanders who now rent to make it fairer... more
New Zealand Government will not implement a Capital Gains Tax
17 Apr 2019 Property
The Coalition Government will not proceed with the Tax Working Group’s recommendation for a capital gains tax, Jacinda Ardern... more
Migration
Boosting border security with electronic travel authority – now over 500,000 issued
19 Nov 2019 Migration
19 NOVEMBER 2019
We’ve improved border security with the NZeTA, New Zealand Electronic Travel Authority, which helps us to... more
Christchurch reinstated as refugee settlement location
18 Aug 2018 Migration
18 AUGUST 2018
HON IAIN LEES-GALLOWAY
The announcement that Christchurch can once again be a settlement location for refugees... more
Travel
Gallipoli Anzac Day services cancelled
19 Mar 2020 Travel & Tourism
The New Zealand and Australian Governments have announced this year’s joint Anzac Day services at Gallipoli will be cancelled... more
New Zealanders advised not to travel overseas
19 Mar 2020 Travel & Tourism
New Zealanders advised not to travel overseas
more
Sport
The Skipper's Diary: Sir Richard Hadlee honouring his father and NZ's Forty-Niners
27 Oct 2019 Cricket
NZNewsUK London Editor Charlotte Everett spoke to Sir Richard Hadlee about why he’s chosen to publish his father’s... more
PREVIEW: All Blacks v England semi-final
26 Oct 2019 Rugby
The two most convincing quarterfinals winners are set to square off in a semifinal showdown for the ages when the All Blacks meet old... more
Columns
Gordon Campbell on the Gareth Morgan crusade
11 Nov 2016 Opinion
Gordon Campbell on the Gareth Morgan crusade
First published on Werewolf
The ghastly likes of Marine Le Pen in France and Geert ... more
Gordon Campbell on the US election outcome
10 Nov 2016 Opinion
Column - Gordon Campbell
Gordon Campbell on the US election outcome
Well um.. on the bright side, there (probably)... more
Kiwi Success
Congratulations to Loder Cup winner
26 Sep 2018 People
25 SEPTEMBER 2018
The Loder Cup, one of New Zealand’s oldest conservation awards, has been awarded to Robert McGowan for 2018... more
Appointments to New Zealand National Commission for UNESCO
16 Aug 2018 Appointments
16 AUGUST 2018Appointments to New Zealand National Commission for UNESCO
HON JENNY SALESA
Associate Education Minister Jenny Salesa is... more
Recruitment
Historic pay equity settlement for education support workers
14 Aug 2018 Recruitment
14 AUGUST 2018Historic pay equity settlement for education support workers
RT HON JACINDA ARDERN
HON CHRIS HIPKINS
Prime Minister
The... more
Historic pay equity settlement for education support workers
22 Aug 2018 Recruitment
14 AUGUST 2018Historic pay equity settlement for education support workers
RT HON JACINDA ARDERN
HON CHRIS HIPKINS
Prime Minister
The... more