Review of Core Tourism Statistics: Summary Report

The nature and characteristics of each of the six components of the core tourism dataset are summarised below.

Commercial Accommodation Monitor

The Commercial Accommodation Monitor started in July 1996 and provides a significant indicator of the supply and demand sides of the tourism industry, especially the larger accommodation providers. The survey methodology is sound, but improvements are required in the data collection and processing system, respondent liaison and load, and sampling frame design.

The CAM has a high level of respondent burden which increases risk of respondent fatigue and subsequent reduction in the quality of data. Work is required to both reduce the burden and ensure that respondents are aware of the value of the information they provide. Regional tourism organisations also need to be aware of the burden on accommodation operators. Options for alleviating the respondent burden issues, such as electronic response mechanisms, need to be evaluated.

The current system supporting the CAM is inflexible and dated, and needs to be thoroughly upgraded. A review of the CAM system, and possibly other aspects needing to be addressed, should be undertaken before any major steps are taken.

Assessment - The CAM meets sector needs as a measure of accommodation sector supply and demand although there are demands for additional information, for instance with monthly origin of guest data and the capture of information of from small business operators. The key steps to advance relate to the enhancement of the systems supporting the CAM and to establish a stakeholder group to reflect user needs and to assist in balancing requirements.

Domestic Travel Survey

Since 1999, the Domestic Travel Survey provides a comprehensive set of data on domestic travel activity. The current annual reporting system has limited the utility of the data but the move to quarterly reporting will increase access to the wealth of data collected. The DTS is still developing as a survey and the ongoing development of it will be required.

Some changes need to be made to the DTS questionnaire to ensure the sample population aligns to the target population and to align with the IVS definitions and classifications. The current sample size for the DTS needs to be increased to ensure more reliable regional-level data.

Assessment - The DTS generates a body of useful data on domestic travel activity. However, the communication of these data outputs has not been effectively undertaken. Key steps to advance relate to ensuring the data reporting system and analysis is established on a quarterly basis on the TRCNZ website, and that the DTS is aligned with the IVS to generate equivalent data on international and domestic tourism activity. Increased sample size to enhance regional-level data is key.

International Visitor Arrivals

The International Visitor Arrivals provides core, stable baseline statistics and a key timely indicator of overseas visitor demand. It provides data on our visitors including intended length of stay, purpose of visit and country of last permanent residence. IVA data is obtained from the arrival and departure cards completed by international travellers. Other data from the IVA includes on international travel by New Zealanders.

Assessment - The IVA produces highly reliable data on the flows of arrivals and departures of international visitors and New Zealand residents. The next key step is to consider aligning the "length of stay" question to the "nights" definition used in the other datasets.

International Visitor Survey

The International Visitor Survey has developed over the years into a stable body of statistics, providing data on the characteristics of overseas visitors, the activities they undertake and their expenditure. There is demand for regional data from the IVS, but these demands cannot always be met because of the sample design, the nature of travel flows and the sample size. Users need to be made aware of these limiting factors.

The stakeholder group is well established and provides a forum for discussing IVS-related issues, including changes to the survey in response to changes in environment and user needs.

Assessment - The IVS generates robust information at a national-level. The next key steps are to implement the revised sampling and surveying methodology, and to continue to refine the IVS and align it with other datasets.

Forecasting

The Forecasts provide expectations of visitor numbers and expenditure for future years. The forecasts are produced annually which give the opportunity to consider significant events that have occurred since the previous forecasts were made. The forecasts are thus kept up to data and relevant. Users need to be aware that the forecasts give an indication of expectations not targets to be attained.

Assessment - The forecasting programme has established sound track record for providing authoritative information on tourism sector demand levels., particularly at the national level. The next key steps are to refine the forecasting model and continue to strengthen the regional-level forecasts through utilising additional data sources and refining the regions reported upon.

Tourism Satellite Account

The Tourism Satellite Account provides an indication of the impact of tourism on the New Zealand economy. The TSA is a significant, methodologically sound dataset that calculates both direct and indirect tourism value added. It is a more comprehensive approach than that adopted in many overseas Tourism Satellite Accounts.

Assessment - The TSA programme generates credible data on the role and contribution of tourism in the national economy, even though this can be reasonably historic. The release in early 2003 of a Provisional TSA for the year to March 2002 will make the programme very current. The next key issue to address is to extend the TSA analysis to sub-national levels.