Tourism New Zealand has today launched a new product designed to support the sustainability of the $39bn sector by sharing data to inform investment and product development.
‘Visitor Profiles’ brings together tourism data and insight showcasing New Zealand’s top six visitor markets – Australia, China, United States, United Kingdom, Japan and Germany – with more to come.
TNZ chief executive, Stephen England-Hall, said: “We have brought tourism data and insights together like never before, bringing our international visitors to life.”
“The profiles will help New Zealand businesses and communities grow by giving them an understanding of our international visitors and how they can appeal to them.”
The profiles are available in book form and online. The product was launched at TRENZ 2019 in Rotorua today, with more countries expected to be added to the tool in time, according to TNZ.
England-Hall added: “As New Zealand’s top export earner, tourism is the beating heart of New Zealand’s economy and we all have a role to keep it that way.”
“Tourism New Zealand is working closely with government and industry to ensure the sector gives back more than it takes. A key part of achieving a sustainable sector is sharing data to inform investment and product development.”
According to Bruce Thomasen, managing director of Redwoods Treewalk, the tool provides “market intelligence for developing your annual business plan or feasibility planning”.
Thomasen said: “I use the information to prioritise spend, identify unique selling points we have or need to develop for each target market and the best way to get our message to them.”
He added that the Visitor Profiles tool provided “essential market intelligence” for developing business and feasibility plans.
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