asian markets china, korea, singapore, japan david craig – gm asia

ASIAN MARKETS

China, Korea, Singapore, JapanDavid Craig – GM Asia

Contents

• What we see• Focus on value• China: Issues and

opportunities

Driving value in China

• Focus on FIT

• Tier 1 cities

• Special interest – golf

• Business Events

How?• Advocacy strategy

• Leverage the best of old and new media• Encourage the Chinese to tell our story

• Adjust PKP programme

• Beef up Beijing

• Relationships/partnerships

The New Zealand brand is strongRespite“We yearn for this country – it’s a spacious land with few people”Harmony “It’s a harmonious relationship – it’s only decades old really but there is no conflict”Trust“We have different cultures but we are close – we trust them”

But popularity brings risk

• Seasonal peaks and over-crowding

• Driver safety

• Guide quality

• Rising expectations

Holiday Arrivals – Jan to Jul 14

Source: Statistics New Zealand – International Travel and Migration

Jan-Jul 13 Jan-Jul 14

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

105,136115,232

Arr

ival

s

+ 10%

Tourism Law – Impact in 2014N

umbe

r of T

ouris

ts

Jan-Jun 13 Jan-Jun 14

63,665 60,318

Shopping Tours -5%

Jan-Jun 13 Jan-Jun 14

15,416

25,983

Independent Holiday

+69%

Source: Statistics New Zealand – Travel and Migration Statistics Immigration New Zealand – Visa Approvals

China Holiday Stay Days: Jan – Jul 14

Jan-Jul 14 Jan-Jul 14

Source: TNZ Insights

0

100,000

200,000

300,000

400,000

500,000

600,000

700,000

800,000

900,000

1,000,000

698,816

902,944

Arr

ival

s

2007 2008 2009 2010 2011 2012 2013 20144

5

6

7

8D

ays

in N

ew Z

eala

nd

Source: TNZ Insights

Length of Stay in New Zealand - Holiday

Source: Statistics New Zealand – International Travel and Migration

Length of Holiday in New Zealand - July

Source: Statistics New Zealand – International Travel and Migration

7.1 Days

8.5 Days

July 2013 July 2014

Airline news

• China Eastern to launch high season charter service from Shanghai to Auckland in December

• China Southern up to ten flights weekly from October

• China Air to introduce three flights weekly from Taipei to Christchurch via Sydney

Encouraging signs from Japan• Visitor growth: 77k, +4%• Committed to a two segment strategy to ensure long-

term health• Senior Nature Lovers• Young Adventurers

• Preference levels increasing• Additional airline capacity –

• Air NZ +30% in FY15

And from Korea…

• Visitor numbers: 53k, +6%• Demonstrated the value of high impact, TV-led PR

• Daddy, where are you going?• A focus market for new regional Premium Manager• Korean Air increase to 747 daily service

The SQ/Air NZ alliance• Visitor numbers from Singapore: 45k, +18%• SQ daily A380 confirmed for Auckland route from

October 27th

• Air New Zealand targeting flights from early January 2015