latin america may 2013 produced by tourism new zealand, insights – july 2013 key contact – bevan...

LATIN AMERICAMAY 2013

Produced by Tourism New Zealand, Insights – July 2013

Key contact – Bevan Wait

Source: International Travel and Migration Statistics International Visitor Survey

In YE May 2013 New Zealand received:

24,192 arrivals from Latin AmericaIncluding

13,280 holiday arrivals from Latin America

In YE Mar 13 these tourists generated a total of:

$72 million in tourism expenditureIncluding

$36 million in holiday related tourism expenditure

Latin AmericaArgentina, Brazil, Chile and Mexico

Relative Size of MarketHoliday Tourists Only

Source: International Travel and Migration Statistics, YE May 13

Of the Latin American markets, Brazil provides the largest volume of holiday arrivals ranking 24th out of all markets. This is followed by Argentina (30th), Chile (36th) and Mexico (37th).

Australi

aUSA

Japan

Korea

Singa

pore

Malaysi

aIndia

Netherl

ands

French

Polynesi

a

Thail

and

Swed

en

Denmark

Austria

Italy Fij

i

Belgium

Czech Rep

ublicRussi

a

Mexico

0

50,000

100,000

150,000

200,000

250,000

300,000

350,000

400,000

450,000Ho

liday

Arr

ival

s

24th 30th

36th

37th

BRAZIL

Arrivals From Brazil

Source: International Travel and Migration Statistics

Total arrivals from Brazil have been increasing with the exception of the last two years.

Holiday arrivals from Brazil have been flat since 2008.

20002001

20022003

20042005

20062007

20082009

20102011

20122013

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

10,336

5,680

Brazil

TotalHoliday

YE May

Tour

ists

3 Year AAGR

Total -4.3%

Holiday -2.0%

Purpose of Visit


Over half (55 per cent) of Brazilian tourists come to New Zealand for holiday purposes. Very few of these arrive on working holiday visas.

The next largest reason for Brazilian tourists to come to New Zealand is for education (17 percent).

55%

15%

2%1%

17%

10%

Holiday

VFR

Business

Conference

Education

Other

0.3% of holiday arrive on work visas

Length of Stay


Pure holiday tourists stay for an average of 13 days in New Zealand. The VFR market stays a lot longer at 36 days on average, where education tourists stay for an average of 107 days.

Pure Holiday

VFR

Business

Conferences

Education

Other0

20

40

60

80

100

120

13.3

35.7

6.0 9.3

106.7

10.8

Day

s

Length of Stay


Pure holiday arrivals are centered around 3 to 9 day stays in NZ.

1 Day

3 Days

5 Days

7 Days

9 Days

11 Days

13 Days

15 Days

17 Days

19 Days

21 Days

23 Days

25 Days

27 Days

29 Days

30+ days0

100200300400500600700800

Length of StayPure Holiday Only

Length of Stay in NZ

Arr

ival

s

Demographics


Brazilian tourists have a younger profile than the average New Zealand tourist. Nearly half of all Brazilian holiday tourists are aged between 20 and 39.

Slightly more females visit than males.

Un-der 10

Years

10 - 19

Years

20 - 29

Years

30 - 39

Years

40 - 49

Years

50 - 59

Years

60 - 69

Years

70 - 79

Years

79 plus

0%

5%

10%

15%

20%

25%

30%

BrazilTotal - All Markets

Perc

ent o

f Mar

ket

Note: Pure holiday only. Working holiday removed

45%55%

Gender

MaleFemale

Arrivals From Chile


Total arrivals from Chile have seen reasonably constant growth over the last decade, but at 5,000 arrivals a year are still relatively low volume.

In the last year New Zealand received 2,300 holiday arrivals from Chile.

3 Year AAGR

Total 4.6%

Holiday 4.0%

20002001

20022003

20042005

20062007

20082009

20102011

20122013

0

1,000

2,000

3,000

4,000

5,000

6,000 5,296

2304

Chile

TotalHoliday

YE May

Tour

ists

Purpose of Visit


The most significant reason for Chilean tourists to come to New Zealand is for holiday purposes. A handful (10 per cent) of holiday tourists arrive on a work visa indicating they are working holiday.

VFR is also a popular reason for coming to New Zealand accounting for 16% of arrivals.

10% of holiday arrive on work visas

44%

16%

8%3%

6%

24%

Holiday

VFR

Business

Conference

Education

Other

Length of Stay


Pure holiday tourists stay for an average of 17 days in New Zealand. The working holiday and education market stay for long periods of time in NZ. VFR tourists stay for an average of 32 days.

Pure Holiday

Working Holid

ayVFR

Business

Conferences

Education

Other0

20

40

60

80

100

120

17.0

108.8

32.222.2

31.0

94.9

17.8Day

s

Length of Stay


Pure holiday arrivals are centered between 1 to 6 day stays in NZ. One to two day stays probably relate to LAN stop-over flights on route to Australia. 3 to 6 day stays possibly include a lot of dual destination travellers.

1 Day

3 Days

5 Days

7 Days

9 Days

11 Days

13 Days

15 Days

17 Days

19 Days

21 Days

23 Days

25 Days

27 Days

29 Days

30+ days0

50

100

150

200

250

300

350



Arr

ival

s

Age


Chilean tourists have a younger profile than the average New Zealand tourist. Over half (54 per cent) of all Chilean holiday tourists are aged between 20 and 39.


Un-der 10

Years

10 - 19

Years

20 - 29

Years

30 - 39

Years

40 - 49

Years

50 - 59

Years

60 - 69

Years

70 - 79

Years

79 plus

0%

5%

10%

15%

20%

25%

30%

35%

ChileTotal - All Markets

Perc

ent o

f Mar

ket

53%47%

Gender

MaleFemale

ARGENTINA

Arrivals From Argentina


The Rugby World Cup provided significant interest for Argentinians, but it seems there has been some displacement as a result of the RWC.

Removing the RWC total and holiday arrivals have been experiencing moderate growth.

3 Year AAGR

Total 5.2%

Holiday 4.9%

20002001

20022003

20042005

20062007

20082009

20102011

20122013

0

2,000

4,000

6,000

8,000

10,000

12,000

5,216

3,024

Argentina

TotalHoliday

YE May

Tour

ists

Purpose of Visit


Over half (58 per cent) of Argentinean tourists come to New Zealand for holiday purposes. A handful (15%) of these holiday tourists arrive on working holiday visas.

The next largest reason for Argentinian tourists to come to New Zealand is to visit friends and family (20 percent).

15% of holiday arrive on work visas

58%20%

3%

1% 4%

14%

Holiday

VFR

Business

Conference

Education

Other

Length of Stay



Pure Holiday

Working Holid

ayVFR

Business

Conferences

Education

Other0

20406080

100120140160

17.4

143.1

34.015.8 12.7

108.7

46.3

Day

s

Length of Stay


Pure holiday arrivals are centered around 3 to 10 day stays in NZ. The volume of arrivals between 1 and 5 days suggest some dual destination travel with Australia.

1 Day

3 Days

5 Days

7 Days

9 Days

11 Days

13 Days

15 Days

17 Days

19 Days

21 Days

23 Days

25 Days

27 Days

29 Days

30+ days0

50

100

150

200

250

300

350



Arr

ival

s

Demographics


Argentinean tourists have a peak between the ages of 20 and 29. There is a secondary peak between the ages of 40 and 59.


Under 10 Years

10 - 19 Years

20 - 29 Years

30 - 39 Years

40 - 49 Years

50 - 59 Years

60 - 69 Years

70 - 79 Years

79 plus0%

5%

10%

15%

20%

25%

30%

ArgentinaTotal - All Markets

Perc

ent o

f Mar

ket

50%50%

Gender

MaleFemale

MEXICO

Arrivals From Mexico


New Zealand receives relatively few Mexican tourists. Arrivals from Mexico have been growing at a relatively modest level.

3 Year AAGR

Total 2.7%

Holiday 2.2%

20002001

20022003

20042005

20062007

20082009

20102011

20122013

0500

1,0001,5002,0002,5003,0003,5004,000

3,344

2,272

Mexico

TotalHoliday

YE May

Tour

ists

Purpose of Visit


A majority (68 per cent) of Mexican tourists come to New Zealand for holiday purposes. Very few (0.7%) of these holiday tourists arrive on working holiday visas.

The next largest reason for Mexican tourists to come to New Zealand is to visit friends and family (10 percent).

0.7% of holiday arrive on work visas

68%

10%

4%

2% 7%

9%

Holiday

VFR

Business

Conference

Education

Other

Length of Stay



Pure Holiday

Working Holid

ayVFR

Business

Conferences

Education

Other0

20406080

100120140160180200

12.4

181.0

22.27.2 6.3

106.6

9.1

Day

s

Length of Stay


Pure holiday arrivals are centered around 3 to 12 day stays in NZ.

1 Day

3 Days

5 Days

7 Days

9 Days

11 Days

13 Days

15 Days

17 Days

19 Days

21 Days

23 Days

25 Days

27 Days

29 Days

30+ days0

50

100

150

200

250

300



Arr

ival

s

Demographics


Mexican tourists have a much younger profile than the average New Zealand tourist. Over half (55 per cent) of all Mexican holiday tourists are aged between 20 and 39.

Slightly more females travel than males.Note: Pure holiday only. Working holiday removed

46%54%

Gender

MaleFemale

Under 10 Years

10 - 19 Years

20 - 29 Years

30 - 39 Years

40 - 49 Years

50 - 59 Years

60 - 69 Years

70 - 79 Years

79 plus0%

5%

10%

15%

20%

25%

30%

35%

40%

MexicoTotal - All Markets

Perc

ent o

f Mar

ket

INTERNATIONAL VISITOR SURVEY Note: because of the small volumes of arrivals from these markets, the IVS has a small sample size for Latin American markets.

Over the last 10 years the IVS has only captured these sample sizes for holiday tourists:Argentina n=50Brazil n=177Chile n=36Mexico n=70

For this reason this data should only be treated as indicative.

Tourism ExpenditureHoliday Tourists

Source: International Visitor Survey, YE Mar 04-13

Latin American markets have a slightly lower spend per person than the average holiday tourist. The average spend per person from Latin American markets over the last 10 years is $2,300 per person. Over the same period the average holiday tourist spent an average of $2,900 per person.

All Markets

Argentina Brazil Chile Mexico L.A.

Average Spend Per Person $2,900 $2,100 $2,400 $1,700 $2,300 $2,300

Sample size 25,176 50 177 36 70 333

= caution extremely low sample size

= caution low sample size

Note: Tourism expenditure is based on 10 years of IVS to boost sample size. (YE Mar 04-13)

Travel Style - Argentina


Most Argentinian tourists (84 per cent) that have visited New Zealand over the last 10 years have been independent tourists.

Travelling with a partner or spouse or alone is the most likely scenario.

84%

1% 15%

Travel Style

IndependentTour GroupPackage Traveller 41%

29%

14%

12%

People Travelled With

Partner/SpouseTravelled AloneFamily/WhanauFriends

Note: Holiday Tourists Only

Travel Style - Brazil


Most (87 per cent) Brazilian tourists that have visited New Zealand over the last 10 years have been independent tourists.

Most Brazilians either travel alone, with friends or with a partner/spouse.

87%

1% 12%

Travel Style

IndependentTour GroupPackage Traveller

19%

46%

11%

18%




Travel Style - Chile


All Chilean tourists that have visited New Zealand over the last 10 years have been independent tourists.

Most Chileans either traveled alone, with family or a partner/spouse.

100%

Travel Style



27%

36%

25%

6%



Travel Style - Mexico


Most (81 per cent) Mexican tourists that have visited New Zealand over the last 10 years have been independent tourists.

Most Mexicans either travel with a partner/spouse, alone or with family.


81%

2%

17%

Travel Style


41%

31%

18%

9%



Dual Destination

Source: International Visitor Survey, YE Mar 04-13Note: Holiday Tourists Only

78%

22%

Argentina

Visited Another Country

No Other Coun-tries Visited

88%

13%

Brazil



45%

55%

Chile



Most visitors from these Latin American markets are dual destination tourists. These are quite high ratios as in comparison 63 per cent of average holiday tourists (excluding Australian tourists) visited another country.

97%

3% Mexico



Where Dual Destination Tourists Visited


Most dual destination trips include Australia as the main dual destination.

83%9%

6%5% 5%

5% 4% ArgentinaAustraliaThailandFijiCook IslandsIndonesia (Incl Bali)Other AsiaFrench Polynesia

85%

13%

12%

11%7%

6% 6%Chile

AustraliaFijiIndonesia (Incl Bali)Other AsiaOther AmericasThailandSingapore

94%

19%

9%4%

4% 3% 2%

MexicoAustraliaUSA (Excluding Hawaii)French PolynesiaFijiThailandCanadaEurope

95%14%

8%

8%

7% 4%

4%Brazil

AustraliaOther AmericasThailandIndonesia (Incl Bali)South AfricaSingaporeOther Asia

Repeat Visitation


Most visitors from these Latin American markets are on their first visit to New Zealand.


88%

12%

Argentina

First Visit

Not First Visit

91%

9%

Brazil

First Visit

Not First Visit

73%

28%

Mexico

First Visit

Not First Visit

67%

33%

Chile

First Visit

Not First Visit

Backpackers


Between 20 per cent and 40 per cent of the Latin American markets are backpackers. This is quite a high ratio as only 15 per cent of average holiday tourists during this time were backpackers.


21%

79%

Argentina

Backpacker

Non-Backpacker

34%

66%

Brazil

Backpacker

Non-Backpacker

28%

72%

Mexico

Backpacker

Non-Backpacker43%

57%

Chile

Backpacker

Non-Backpacker

Main Reason of Visit


Honeymoon does feature to some extent as a main reason for visiting New Zealand.Note: it is likely the IVS underrepresents honeymoon to some extent.

80%

9%

8%2%

ArgentinaHoliday

Honeymoon

Publicised Special Event

Recreation80%

1%4%4%

BrazilHoliday

Honeymoon


Recreation

84%

6%1%

1%Chile

Holiday

Honeymoon


Recreation76%

15%0%

0%Mexico

Holiday

Honeymoon


Recreation

Activities - Argentina


The graph to the right shows participation in activities and attractions in New Zealand. It is ranked from most participated in and is a list of the top 20.


0% 10% 20% 30% 40% 50% 60%

Geothermal AttractionsBotanical Gardens/Private Gardens

BeachesScenic Boat Cruise

Museums (Eg Te Papa)Sightseeing Tour (Land)

Maori PerformancesBar/Nightclub

Gondola/Cable Car/Tram RideWaterfalls

Scenic DriveGlow Worm CavesBush Walk 1/2 Hr

Visit Friends/Family/PeopleZoos/Wildlife/Marine Parks

Sporting EventHistoric Buildings

Jet BoatingTrekking/Tramp (At Least 1 Full Day)

Historic Sites

Percent of Tourists

Activities - Brazil




0% 10% 20% 30% 40% 50%

BeachesScenic Boat Cruise

Geothermal AttractionsMuseums (Eg Te Papa)

Botanical Gardens/Private GardensBar/Nightclub

Gondola/Cable Car/Tram RideSightseeing Tour (Land)

Bungy JumpingGlow Worm Caves

Historic BuildingsMaori Performances

Visit Friends/Family/PeopleGlacier WalkHistoric Sites

Jet BoatingArt Galleries

Hot PoolsZoos/Wildlife/Marine Parks

Bush Walk 1/2 Day

Percent of Tourists

Activities - Chile




0% 10% 20% 30% 40% 50% 60%

BeachesMuseums (Eg Te Papa)

SurfingParachuting

Zoos/Wildlife/Marine ParksSightseeing Tour (Land)

Glow Worm CavesVisit Friends/Family/People

Trekking/Tramp (At Least 1 Full Day)Scenic Drive

Maori PerformancesBar/Nightclub

Geothermal AttractionsScenic Boat Cruise

Botanical Gardens/Private GardensGondola/Cable Car/Tram Ride

Art GalleriesScenic Train TripWhale Watching

Bush Walk 1/2 Hr

Percent of Tourists

Activities - Mexico




0% 10% 20% 30% 40% 50%

Scenic Boat CruiseMuseums (Eg Te Papa)

Glow Worm CavesJet Boating

Historic BuildingsGondola/Cable Car/Tram Ride

Botanical Gardens/Private GardensGeothermal Attractions

BeachesBar/Nightclub

Maori PerformancesSightseeing Tour (Land)

Sky DivingBush Walk 1/2 Hr

Glacier WalkScenic Drive

GlaciersMilford Sound

Rafting - WhiteZoos/Wildlife/Marine Parks

Percent of Tourists

Accommodation - Argentina


The graph to the right shows the accommodation tourists stayed in during their stay in New Zealand.


0% 10% 20% 30% 40% 50% 60% 70% 80%

Hotel

Backpackers/Hostels

Private Home Of Friend/Relative

Motels

Farm And Home Stay

Employer Provided Accommodation

Private Hotels/Guest Houses

Bed And Breakfasts

Percent of Tourists

Accommodation - Brazil




0% 10% 20% 30% 40% 50% 60% 70%

Hotel

Backpackers/Hostels


Motels

Farm And Home Stay

Rented Home/Bach/Crib

Resorts, Luxury Lodges, Retreats

Serviced Apartments

Percent of Tourists

Accommodation - Chile




0% 10% 20% 30% 40% 50% 60%

Backpackers/Hostels

Hotel

Motels


Bed And Breakfasts

Cabin

Serviced Apartments

Free Camping (Tent Or Campervan)

Percent of Tourists

Accommodation - Mexico




0% 10% 20% 30% 40% 50% 60% 70%

Hotel

Backpackers/Hostels

Motels


Free Camping (Tent Or Campervan)

Tent Site

Resorts, Luxury Lodges, Retreats

Percent of Tourists

latin america may 2013 produced by tourism new zealand, insights – july 2013 key contact – bevan...

Documents

pure holiday arrivals

brazilian holiday tourists

holiday purposes

cent of holiday tourists

international travel

chile slide

brazil slide

working holiday visas