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New Zealand research consultancy Angus & Associates has announced the launch of a new Tourism Brand Intent Tracker, providing destination marketers and tourism businesses with insights into how their brands are perceived by North American and Chinese travellers actively considering New Zealand as a destination.
While Tourism New Zealand publishes some destination-level insights on these priority markets, there has been a gap in understanding how individual destinations and tourism brands perform along the marketing funnel. The new syndicated study from Angus & Associates aims to fill that gap, helping organisations benchmark their brand’s visibility, appeal and intent to visit against competitors.
“Tourism New Zealand has identified North America and China as focus markets, but while we know how the destination is tracking overall, there’s very little visibility on how specific destination and experience brands are resonating,” says Angus & Associates chief executive Cristine Angus.
“This programme is about giving New Zealand’s leading tourism destinations and experiences the ability to see how they show up with active considerers, and how they can improve conversion.”
The study will survey active considerers in North America and China – travellers who are aware of New Zealand and weighing it as a destination. Metrics will include awareness (unaided and aided), category and brand appeal, intent to visit, funnel conversion rates, brand perceptions and barriers and motivators to booking. Each participating brand will also be able to add a small number of its own custom questions.
Syndicated research makes such international market intelligence more accessible by spreading costs across multiple participants. Angus & Associates has a strong track record with this approach, with its established multi-year Market Perceptions and Brand Monitors in the New Zealand and Australian markets.
“We know this model works. It allows organisations of all sizes to access insights that would otherwise be out of reach, while benefiting from the benchmarking power of collective participation,” says Cristine.
“Ultimately, it helps tourism businesses sharpen their marketing and link brand perception directly to performance.”
Expressions of interest for the North America and China Market Brand Intent Trackers are now open, closing Thursday, October 16, 2025.
For more information, or to register interest, visit: https://www.angusassociates.co.nz/brand-tracker/
