Kia ora THE With the summer seasons almost upon us, the sector is looking forward to welcoming more international visitors to our shores. Overall, we are expecting a strong summer. However it's important to continue to drive bookings. To support this we will be launching new activity in US market to encourage summer 2024/2025 arrivals for our North American visitors. This will launch in the New Year. We're also working on activity to drive preference in China and support winter 2024 bookings from the Australian market. While tourism recovery is expected to take multiple years, overall visitor arrival recovery is tracking well, with total holiday arrivals now at 78% of pre-pandemic levels. Tourism New Zealand are focused on recovering in a way that is sustainable for our industry, people, and environment where high quality visitation is our driver.
We're already seeing our strategy to grow value over volume working in the Australian market, Australian visitors are spending around 20% more than pre COVID, while holiday arrival recovery for the market is 81%.
It was fantastic to see the first Delta Airlines flight touch down in New Zealand earlier this week, with a commitment to fly between the US and New Zealand year-round. This signifies the strong level of demand there is for New Zealand in the North American market and further strengthens connectivity. We have acknowledged two significant milestones in our industry recently. Last week, world recognised quality assurance organisation Qualmark had its 30-year anniversary. The organisation has been supporting thousands of tourism businesses operate sustainably since 1993. Qualmark's dedication to sustainability recently earned recognition from the Global Sustainable Tourism Council (GSTC) for their Sustainable Tourism Business Criteria. The recognition is a testament to our industry-leading efforts to minimise environmental impact and maximise social and economic benefits for local communities. Find out more here. Yesterday marked five years of the Tiaki – Care for New Zealand kaupapa. Tiaki encourages visitors to care for our home while they are here. Tiaki has reached millions of domestic and international visitors thanks to the support of operators around the country, and feature placements such as the recent Air New Zealand safety video. Tourism New Zealand continues to promote Tiaki to encourage international manuhiri to stand behind the principles of the Tiaki Promise. As we enter summer, it's a great time to embrace Tiaki in your business and share the kaupapa with visitors. Find out how here. Lastly, I'd like to encourage you to come along the last webinar that Tourism New Zealand will be hosting for 2023. We'll be sharing a deep dive into international consumer interests and behaviours and how you can use these insights to shape your offering. Find out more and register for these below. As always - if you have any questions, feedback, or want to get in touch with myself or one of the Tourism New Zealand team, please contact us. | 
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