Visitors rate NZ 8.9 out of 10

Posted by travel memo on 25 November 2011 | 0 Comments

Tags: Visitor Experience Monitor (VEM) statistics, Tourism New Zealand, Kevin Bowler

Visitors to New Zealand rate their holiday experience 8.9 out of 10 in terms of satisfaction, according to the latest annual Visitor Experience Monitor (VEM) statistics. The VEM covers the period JUL10-JUN11. Around 4,500 international
visitors that primarily came to New Zealand for a holiday or to visit friends and relatives were surveyed for their satisfaction levels.

Tourism New Zealand says the results are pleasing, and much in line with those of recent years. The NTO’s chief executive, Kevin Bowler says they also show that satisfaction with New Zealand’s environment remains high, rating 9 out of 10, and the activities that people complete while here are rated 8.9 out of 10. “Almost all visitors (96%) stated that they are likely or very likely to recommend New Zealand to others, while 97% also said they had spoken of or written positively about New Zealand to others which reinforces how critical word of mouth is in marketing New Zealand.”

But Bowler warned that there were also some slight decreases in satisfaction, including 0.1% decreases in satisfaction with accommodation, food and beverage, and activities. These are relatively small but worth noting, he adds. This slight decrease in satisfaction was most notable with Australian tourists highlighting the importance of ensuring that New Zealand continues to attract the high-end Australian market that interacts and participates well within our tourism industry.
The survey also showed that New Zealand tourism operators have some work to do to satisfy the high expectations of Asian visitors, particularly those from China, Japan and Korea.