1. LATIN AMERICA MAY 2013 Produced by Tourism New Zealand, Insights – July 2013 Key contact – Bevan Wait

2. Source: International Travel and Migration Statistics International Visitor Survey In YE May 2013 New Zealand received: 24,192 arrivals from Latin America Including 13,280 holiday arrivals from Latin America In YE Mar 13 these tourists generated a total of: $72 million in tourism expenditure Including $36 million in holiday related tourism expenditure Latin America Argentina, Brazil, Chile and Mexico

3. Relative Size of Market Holiday 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 24 th out of all markets. This is followed by Argentina (30 th ), Chile (36 th ) and Mexico (37 th ).

4. BRAZIL

5. 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. 3 Year AAGR Total-4.3% Holiday-2.0%

6. Purpose of Visit Source: International Travel and Migration Statistics 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). 0.3% of holiday arrive on work visas

7. Length of Stay Source: International Travel and Migration Statistics, YE May 13 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.

8. Length of Stay Source: International Travel and Migration Statistics, YE May 13 Pure holiday arrivals are centered around 3 to 9 day stays in NZ.

9. Demographics Source: International Travel and Migration Statistics, YE May 13 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. Note: Pure holiday only. Working holiday removed

10. CHILE

11. Arrivals From Chile Source: International Travel and Migration Statistics 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 Total4.6% Holiday4.0%

12. Purpose of Visit Source: International Travel and Migration Statistics 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

13. Length of Stay Source: International Travel and Migration Statistics 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.

14. Length of Stay Source: International Travel and Migration Statistics, YE May 13 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.

15. Age Source: International Travel and Migration Statistics, YE May 13 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. Note: Pure holiday only. Working holiday removed

16. ARGENTINA

17. Arrivals From Argentina Source: International Travel and Migration Statistics 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 Total5.2% Holiday4.9%

18. Purpose of Visit Source: International Travel and Migration Statistics 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

19. Length of Stay Source: International Travel and Migration Statistics 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 34 days.

20. Length of Stay Source: International Travel and Migration Statistics 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.

21. Demographics Source: International Travel and Migration Statistics, YE May 13 Argentinean tourists have a peak between the ages of 20 and 29. There is a secondary peak between the ages of 40 and 59. Note: Pure holiday only. Working holiday removed

22. MEXICO

23. Arrivals From Mexico Source: International Travel and Migration Statistics New Zealand receives relatively few Mexican tourists. Arrivals from Mexico have been growing at a relatively modest level. 3 Year AAGR Total2.7% Holiday2.2%

24. Purpose of Visit Source: International Travel and Migration Statistics 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

25. Length of Stay Source: International Travel and Migration Statistics Pure holiday tourists stay for an average of 12 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 22 days.

26. Length of Stay Source: International Travel and Migration Statistics Pure holiday arrivals are centered around 3 to 12 day stays in NZ.

27. Demographics Source: International Travel and Migration Statistics, YE May 13 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

28. 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: Argentinan=50 Braziln=177 Chilen=36 Mexicon=70 For this reason this data should only be treated as indicative.

29. Tourism Expenditure Holiday 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 ArgentinaBrazilChileMexicoL.A. Average Spend Per Person $2,900$2,100$2,400$1,700$2,300 Sample size25,176501773670333 = 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)

30. Travel Style - Argentina Source: International Visitor Survey, YE Mar 04-13 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. Note: Holiday Tourists Only

31. Travel Style - Brazil Source: International Visitor Survey, YE Mar 04-13 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. Note: Holiday Tourists Only

32. Travel Style - Chile Source: International Visitor Survey, YE Mar 04-13 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. Note: Holiday Tourists Only

33. Travel Style - Mexico Source: International Visitor Survey, YE Mar 04-13 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. Note: Holiday Tourists Only

34. Dual Destination Source: International Visitor Survey, YE Mar 04-13 Note: Holiday Tourists Only 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.

35. Where Dual Destination Tourists Visited Source: International Visitor Survey, YE Mar 04-13 Note: Holiday Tourists Only Most dual destination trips include Australia as the main dual destination.

36. Repeat Visitation Source: International Visitor Survey, YE Mar 04-13 Most visitors from these Latin American markets are on their first visit to New Zealand. Note: Holiday Tourists Only

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

38. Main Reason of Visit Source: International Visitor Survey, YE Mar 04-13 Note: Holiday Tourists Only 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.

39. Activities - Argentina Source: International Visitor Survey, YE Mar 04-13 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. Note: Holiday Tourists Only

40. Activities - Brazil Source: International Visitor Survey, YE Mar 04-13 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. Note: Holiday Tourists Only

41. Activities - Chile Source: International Visitor Survey, YE Mar 04-13 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. Note: Holiday Tourists Only

42. Activities - Mexico Source: International Visitor Survey, YE Mar 04-13 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. Note: Holiday Tourists Only

43. Accommodation - Argentina Source: International Visitor Survey, YE Mar 04-13 The graph to the right shows the accommodation tourists stayed in during their stay in New Zealand. Note: Holiday Tourists Only

44. Accommodation - Brazil Source: International Visitor Survey, YE Mar 04-13 The graph to the right shows the accommodation tourists stayed in during their stay in New Zealand. Note: Holiday Tourists Only

45. Accommodation - Chile Source: International Visitor Survey, YE Mar 04-13 The graph to the right shows the accommodation tourists stayed in during their stay in New Zealand. Note: Holiday Tourists Only

46. Accommodation - Mexico Source: International Visitor Survey, YE Mar 04-13 The graph to the right shows the accommodation tourists stayed in during their stay in New Zealand. Note: Holiday Tourists Only