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

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 informed the piloting of new methods by the Ministry of Economic Development.

Year: 2011

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.

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