Report shows opportunities to leverage food & beverage exports with tourism
24 October 2018
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A new market insights report builds on New Zealand’s knowledge of beverage and food tourism and opportunities for the primary industries.
The New Zealand Food & Agri Tourism Industry Insights Report, a collaborative project between MPI&rsquo and ANZ;s Economic Intelligence Unit premiered today.
“A lot of New Zealand’s tourists have positive beverage and food experiences, and they end up being the best influencers and advocates of New Zealand products round the global world,” says Emma Taylor, MPI’s Director of Agriculture, Plant and marine Policy.
“This report really helps to build our knowledge of the forms of tourists that value quality beverages and food. With a better knowledge of food tourism we are able to turn the growing amount of tourists visiting New Zealand into consumers of our primary sector products.”
“With this three biggest tourism markets, Australia, China and the united states, being our three largest food and beverage export markets also, there’s an excellent chance of our primary sectors,” says ANZ Managing Director Commercial & Agri, Mark Hiddleston.
Annual visitor arrivals to New Zealand have increased by 44 percent during the last five years to 3.8 million, and annual spending has lifted 73 percent to $11 billion. Combined food and tourism and beverage exports delivered 62 percent of New Zealand’s export earnings in 2017.
“Our research shows not merely do tourists look for great refreshments experiences, they seek it out if they return home also. You can find opportunities for businesses inside our primary sector, in the regions particularly, to tap more into food tourism and connect more directly with consumers also,” says Emma Taylor.
“More companies are catering to the growing market of food tourism &ndash now; through diversifying to add agri-tourism, utilising indigenous food and Māori storytelling, and collaborating with other local businesses.”
“Those seeking to promote a ‘value add’ New Zealand food story to the planet have to look at how they are able to connect directly with consumers behind the farm gate to provide them a genuine ‘foodie experience’,” adds Mark Hiddleston.
The report highlights some challenging areas where there’s scope for improvement. For instance, New Zealand isn’t well recognised as a beverage and food destination, plus some travellers perceive too little quality, variety and high cost. Businesses can help address this by concentrating on delivering quality value, quality products, along with great tourism experiences.
Notes to editors
The report can be acquired on MPI’s new Economic Intelligence Unit webpage which includes been made to make MPI’s data and analysis more accessible:www.mpi.govt.nz/EIU
The report, which include data from the ANZ and MPI paid survey, highlights:
• 80 percent of foodie tourists prefer to take food and beverages home after visiting a national country.
• Over 60 percent of travellers buy beverages and food in the home that they encountered on a journey.
• Travellers from Australia and the united states said processed food items, wine, cookbooks and beer were all products they’re more likely to purchase in the home.
• New Zealand isn’t well recognised because of its beverage and food in comparison to other countries. It receives among the largest proportions of neutral opinions also.
• Australian and US travellers summed up their beverage and food experiences as quality, innovative and natural.
• However 32 percent scored their beverage and food experiences below eight out of 10 for satisfaction.