Assessing the impact of New Zealand’s investment in destination marketing

Year: 2011

Current practices in measuring the return on investment in tourism destination marketing were reviewed, and advice on improving New Zealand’s practices was developed. The advice formed the basis of a paper to the Minister, and new methods are now being piloted by the Ministry.

For the Ministry of Economic Development

This work involved:

• reviewing and reporting on international best practices in measuring return on investment, and New Zealand’s progress to-date
• designing, conducting, and analysing the findings from key informant interviews
• analysis of qualitative and quantitative data from a pilot survey
• integrating multiple, and sometimes conflicting perspectives
• concisely summarising findings and recommending achievable next steps.