Essays on The United Kingdom Inbound Market to New Zealand Case Study

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The paper "The United Kingdom Inbound Market to New Zealand " is an outstanding example of a marketing case study.   New Zealand has been among the top tourist destinations for European countries, including the United Kingdom. It has also provided a good inbound market for other Asian countries such as China, Korea and Japan, amongst others. In the last few years, New Zealand has recorded growth in the inbound arrivals. This was especially so in 2011 when the country hosted the IRB Rugby World Cup. The following year recorded a drop, which signified a return to the regular levels.

Currently, a new trend is emerging, where the country is recording an increase in inbound arrivals from Asian countries, while westernized ones have recorded a decrease (Tourismnewzealand. com, 2014). One if this country is the United Kingdom whose inbound arrivals in New Zealand are expected to continue dropping by a CARG  of 4% in the near future. This can be explained by the financial and economic uncertainties in the European countries that were hard hit by the economic recession. Conversely, the total inbound arrivals are expected to grow by a CARG of 4% in the next few years.

Much of this growth is expected from the developing Asian countries. Current Situation The performance of the United Kingdom’ s inbound market to New Zealand has been beneficial to various sections of the country’ s economic structure. This is because of various commercial subsections embedded in the operations of this industry. To begin with, an evaluation of the current situation of this inbound market indicates its role in the development of the hospitality industry and exportation subsection. For instance, in 2012, this inbound market contributed significantly to the placement of the entire tourism division in this country as the main foreign exchange earner.

It recorded 1.6 % of all the goods and services exported to different international destinations (Dwyer & Forsyth, 2008). Similarly, it has resulted in augmented tariffs acquired by the local and federal administrations as well as increased employment rates. Based on recent surveys, the taxes obtained from the proceedings in this inbound market have increased considerably despite such political, ecological, and commercial upheaval as the earthquake experienced in Christchurch in 2011 and current effects of the global financial depression. Additionally, the effective strategies incorporated in the development efforts in the entire tourism sector in New Zealand have been beneficial to the United Kingdom’ s inbound market in this geological zone.

For instance, technological advancements have facilitated the expansion of the range of visitors from the United Kingdom visiting various destinations within New Zealand. The advanced levels of technological components utilized in various subsections of the tourism industry in New Zealand have made it easy to advertise the available products to people in various social classifications (Zealand, Tourism Industry Association New Zealand, Tourism New Zealand & New Zealand Hotel Council, 2009).

Subsequently, the increased number of aged tourists from various zones of the United Kingdom illustrates the enormous capacity of this industry, which requires effective and suitable strategies in order to attain its maximum potential. Based on current reports regarding this aspect, this population group tends to frequent certain destinations within this area in addition to enjoying long holidays in different sections of the vast hospitality subdivision.

References

Britain Inbound. (2009). Britain Inbound Market & Trade Profile. Retrieved from http://www.visitbritain.org/Images/Inbound%202009_tcm139-167238.pdf

Dwyer, L., & Forsyth, P. (March 01, 2008). Economic measures of tourism yield: what markets to target? International Journal of Tourism Research, 10, 2, 155-168.

EuroMonitor. (2013). Tourism Flows Inbound in New Zealand. Retrieve from http://www.euromonitor.com/tourism-flows-inbound-in-new-zealand/report

mbie.govt.nz. (2014). Tourism Report. Retrieved from http://www.mbie.govt.nz/what-we-do/business-growth-agenda/sectors-reports-series/tourism-report

Ministry of Business, Innovations & Employment. (2013). New Zealand Sector Report 2013. New Zealand Government.

New Zealand., Tourism Industry Association New Zealand., Tourism New Zealand (Organization), & New Zealand Hotel Council. (2009). Tourism industry monitor: Tracking the performance of the tourism sector. Wellington, N.Z.: Ministry of Tourism.

Singh, S. P. (2010). International tourism development. Jaipur, India: ABD Publishers.

Steel, D., McWha, V., Briggs, P. & Fan, E. (2000). New Zealand’s Market Share of International Tourism. NZ Institute of Economic Research (INC.).

TNS. (2013). Holiday Attitudes 2013. Retrieved from http://www.tnsglobal.com/sites/default/files/TNS_HolidayAttitudes2013.pdf

Tourismnewzealand.com. (2014). About the Tourism Industry. Retrieved from http://www.tourismnewzealand.com/about-the-tourism-industry/

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