Jour 2060 Report: Analyzing Canadian Tourism in New Zealand, 2014-2017

This industry report provides a detailed analysis of the Canadian tourism market in New Zealand from 2014 to 2017. It examines general characteristics and trends, including visitor numbers, length of stay, and purpose of travel. The report delves into key information about the Canadian market, such as total arrivals, expenditure, and market rank compared to other international markets. It analyzes monthly arrival data and annual expenditure figures, including average spending per visitor. Furthermore, it explores the purpose and length of visits, places visited, attractions, and activities favored by Canadian tourists. The report concludes with a comparison of trends, strengths and weaknesses of the market, and recommendations for the New Zealand tourism sector. The findings highlight the increasing interest of Canadians in visiting New Zealand, with a particular focus on holiday travel and the contribution of Canadian visitors to the country's tourism revenue. The report also identifies the most popular destinations for Canadian tourists within New Zealand, offering insights for tourism development and marketing strategies.

Running head: INDUSTRY REPORT
INDUSTRY REPORT
Name of the Student:
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Author Note:

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Industry Report
Executive Summary
New Zealand is famous for its tourism areas and many visitors every years spends a lot of
money there to visit the most attractive places. This report focus over the average number of
Canadian who visits NZ, how much of the average expenditure done over this place and what
age group. A detailed analysis is done in the report to finally conclude a recommendation and
the reason of increment in the visitors every year.

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Industry Report
Table of Contents
1.1 Introduction..............................................................................................................3
1.2 Discussion................................................................................................................3
1.2.1 General Characteristics and trends....................................................................3
1.2.2 Individual market – Summary of Key Information...........................................7
1.2.3 Arrivals (monthly December data)....................................................................8
1.2.4 Expenditure (Annual Data).............................................................................10
1.2.5 Purpose and Length of Visit (December Data)...............................................11
1.2.6 Places Visited, attractions and activities.........................................................12
1.3 Conclusion..............................................................................................................13
1.3.1 Comparison of trends......................................................................................13
1.3.2 Strengths and weakness of specific market.....................................................14
1.3.3 Recommendations...........................................................................................14

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Industry Report
1.1 Introduction
Tourism has been one of the most earning sector for many countries which increases
globalization with other countries. This report will review some general characteristics and
the trends of whole international tourism market in New Zealand. A complete profile of
Canada’s tourism market to New Zealand is also resented in this report and a comparison of
the characteristics and trends of Canada’s tourism market with the general international
market trend. A detailed analysis is done in the whole report and a proper conclusion is
extracted from the analyzed report. This report consists many key information of the tourism
market during 2014-2017.
1.2 Discussion
1.2.1 General Characteristics and trends
The general trends and characteristics of New Zealand shows that their tourism
market is flourishing on a yearly basis whether it is for any official purpose or any vacation
purpose. The business of tourism in New Zealand shows number of people visited that place
from Canada has increased (Keen, 2013). The below graph show an increasing trend over 4
consecutive years.

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Industry Report
Graph showing the number of visitors
2014 2015 2016 2017
0
10000
20000
30000
40000
50000
60000
70000
Number of people visited New Zealand
number of people visited New Zealand
People generally stays in New Zealand for more than 15 days to less than 1 month.
People from Canada visits New Zealand stays for quite a long time which reflects that New
Zealand is not only a place for tourism but also a place to do business and other formal work
(Simmons, 2013).

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Industry Report
Graph showing length of stay by Canadians
1 days 14 days 15 day to under 1
month
over 4 weeks and
under 2 months
0
5000
10000
15000
20000
25000
Length of stay
2014 2015 2016 2017
From the above graph it is clear that people visit this place more often and stay for a
longer period of time (Hall & Williams, 2013).
The purpose of travelling to New Zealand by Canadian people are mostly for the
purpose of holiday. The below graph shows that during 2016-2017 there is no change in the
number of business purpose travelling. The purpose of business had education has always
shown a low figure throughout the 4 years (Aucklandnz.com., 2020). During 2014 only 32
people travelled to New Zealand for educational purpose and the highest figure shows during
this period was in 2017 when only 128 people travelled for the same purpose (Pearce, 2015).

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Industry Report
Graph showing the purpose of travelling
Purpose of travelling change from 2016 to 2017
holiday visiting friends and relatives
business education
conferences and conventions
This clearly signifies that New Zealand has more attractive and well-developed areas
to visit for and earn more foreign currencies form the foreign visitors like Canadian people.
Canada have made expenses of almost $911.696.148, 81 which equals to average of $440
(approx.).

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Industry Report
1.2.2 Individual market – Summary of Key Information
Table showing the annual data (2014-2017)
Canada All the 9
Principle markets
The
total number
of all
international
arrivals
206,857 11,827,078
Total
expenditure
$911.696
.148,81
$37.734.546.2
47,83
The
average
expenditure
per visitor
$440
(approx.)
$3190.5
(approx.)
The
rank
according to
expenditure
2nd rank
The
percentage
of total
expenditure
attributed to
Canadian
visitors
24%
Form the above table it can be stated that Canada have contributed almost 24% of the
total expenditure over New Zealand while visiting that place. The top most country who have
contributed almost 36% of the all expenditure over New Zealand is Australia. Canada is
ranked as the 2nd most country of visiting that place for tourism and make expenses over
there.

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Industry Report
Table showing December only data (2014-2017)
Canada All the 9
Principle markets
The
total
December
arrivals in
New Zealand
31.888 1854.943
Aver
age number
of nights
spent in New
Zealand
168.75 130.25
The
rank
according to
average
number of
nights spent
2nd rank
According to the above table it can be stated that Canada have spent the 2nd most
nights in New Zealand. Canada have contributed more towards the expenses over New
Zealand after Australia. During the month December it is noted that most of the visitors have
reached that place because during that specific season only NZ becomes more beautiful and
attracts more foreign visitors.
Both the above table have shown that Canada has ranked 2nd in every aspects of
requirement and have contributed the most in the foreign investments of NZ.
1.2.3 Arrivals (monthly December data)
Table showing Canadian tourists arrival in 4 consecutive years
2014 2015 2016 2017
Changes
in arrival
0.608 3.552 7.408 7.520

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Industry Report
From the above table it can be stated that the visitors from Canada are increasing in
yearly basis and the number of visitors have increased in the month of December every year.
This reflects that people of Canada are increasing their interest over NZ.
The 1st age group of Canada who are mostly visiting New Zealand are the age group
of 55 to 64 people followed by the age group of 65+ people because there are many places
which more attractive for the middle aged people. The next most attracted age group is the
25-34 followed by the age group of 45-54. The other aged group are also showing highest
figures among the other 8 countries (Hall, Scott & Gössling, 2013).
Almost 1.729% of Canada contributes to the total 30 international visitors countries
arrived to NZ in 2014. During 2015 almost 1.586% was Canadian people visitors and in 2016
the percentage was again increased to 1.677%. During 2017 the percentage increased to
15.6% with visitors compared to visitors in 2016. It can be noted that among the 30 top
countries who visits NZ every year, Canada stands at the 9th position which shows that they
contribute quite a lot in the foreign investment of New Zealand. When compared with the
other countries, it was seen that Canada stands at the 7th position whose arrival percentage
increased during December 2017 (Fusté‐Forné, 2016).

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Industry Report
1.2.4 Expenditure (Annual Data)
Graph showing total expenditure of Canada
2014 2015 2016 2017
$0.00
$50.00
$100.00
$150.00
$200.00
$250.00
$300.00
expenses
expenses
From the above graph it can be stated that the expenses of this country has shown
quite an increasing trend over the four years period (Newzealand.com., 2020). Canada have
contributed almost 2.44% during the year 2017 in the total expenses spent by foreign visitors.
The percentage of Canada’s expenses has shown an increasing figure because during 2016
the expense was 2.19%.
Average expenditure by Canada during 2017 was almost $44 and the average
expenditure has shown an increased figure because during 2016 was almost $40.5. Increment
in the average cost is also one of a factor which results in increased visitors in the next year.
The annual average expenditure by all visitors was $31.9 and during 2016 it was $32.3 which
means that the average expense has decreased (Tourismnewzealand.com., 2020). Due to the
decrement in the average expenses, the number of overall visitors have increased.

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Industry Report
Table showing average annual expenditure of top 9 country during 2017 and
2016
2016 2017
Africa and middle
east
39 38
Australia 39 19
Canada 41 44
China 43 38
Germany 63 50
Japan 31 29
Korea 12 27
UK 45 44
USA 42 44
From the above table it can be seen that apart from Canada, Korea and USA the
average expenditure of other countries shave decreased which ultimately results into overall
decreasing of the average expenditure (Rotoruanz.com., 2020). Canadian people have
contributed more towards the overall expenditure of the tourism sector in New Zealand.
1.2.5 Purpose and Length of Visit (December Data)
The average number of nights spent by Canadians in NZ during 2017 December was
13.6 and during 2016 December was 13.7. The average number of nights spent has remained
more or less same during the 4 years period. Canadian people lands at the Auckland airport
mostly and mostly they come here for spending their holidays followed by visiting their
friends and relatives (Tourismnewzealand.com., 2020).
When looked at the average nights spent by the 9 countries in New Zealand has
shown a decreasing trend because all the other countries have shown a decreasing trend (Luo
& Milne, 2014). During 2017 the average nights stayed was 12.4 and during 2016 the average
number was 12.7. When the overall place which is visited mostly by the foreign visitors it is
found that similar to Canada, other countries have also shown same interest to spend their