ASIAN MARKETS China, Korea, Singapore, Japan David 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 strong Respite “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 %

Tourism Law – Impact in 2014 Number of Tourists Source: Statistics New Zealand – Travel and Migration Statistics Immigration New Zealand – Visa Approvals

China Holiday Stay Days: Jan – Jul 14 Jan-Jul 14 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 2013July 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 27 th Air New Zealand targeting flights from early January 2015