TIA’s Domestic Satisfaction Report series was commissioned to monitor domestic travellers’ perceptions of their travel within New Zealand as a tracking mechanism for the Tourism Sustainability Commitment. The TSC uses international and domestic satisfaction as a key sustainability indicator.
The research also meets the needs of other organisations across the industry, such as regional tourism organisations, economic development agencies and individual operators.
The research is undertaken for TIA by Angus & Associates. It commenced at the beginning of 2018 and will continue to be conducted quarterly as an ongoing industry measure. 2400 New Zealand travellers are surveyed online each year. For the visitor satisfaction module, respondents must have travelled overnight within the last 12 months to participate in the survey.
Year Ending September 2019
Domestic visitors rate New Zealand highly
The 72% of New Zealanders who travelled domestically for leisure purposes in the past 12 months ranked their tourism experience very highly, according to the latest research report commissioned by TIA.
- In the year to September 2019, 96% of New Zealanders surveyed said their domestic travel experience had met or exceeded their expectations.
- In a separate question about satisfaction, overall domestic visitor satisfaction was rated 8.6 out of 10. Domestic travellers who said their experience was ‘worse than expectations’ were just 3%.
- New Zealanders who travelled domestically for leisure within the past 12 months stayed on average 4.8 nights away from home.
- A high Net Promoter Score of +68 was recorded, with 73% of Kiwis being active promoters of their experience to others. Only 5% of Kiwis were considered ‘detractors’.
The results indicate that New Zealand is performing well as a destination for domestic travellers.
“This is vital information showing how Kiwis enjoy domestic travel, providing a barometer of the expectations and perceptions we have of travel in our own country,” says TIA Industry Strategy Manager Bruce Bassett.
“We intend to continue with the survey and hope to see these numbers maintained or even improved. 60% of the total tourism spend in New Zealand is by domestic visitors, so it’s crucial that we deliver great experiences and meet or exceed the expectations of Kiwi travellers.”
- Domestic Tourism