A proportion of these visitors are 96% 'likely' to recommend New Zealand in the future, this figure has remained unchanged. The US, UK and Germany are the most satisfied with their New Zealand holiday experience. It has been observed that Japanese travelers are significantly more satisfied with their experience than in previous years. Visitors to New Zealand are also very satisfied with the natural environment. It has a high rating of 9.0 out of ten and receives this high rating in all markets. With 78% believing New Zealand's environmental practices are better than those in other countries. Experiencing natural landscapes has been found to be a favorite among visitors to New Zealand. However, a decrease was observed over the last year in the average number of activities in which we participated, i.e. a drop of 6.5% over the last year. Price has been seen as a problem in the current state of tourism performance, it is due to less satisfaction with price compared to quality. This has been particularly true in the accommodation and food services sector. Both of these are rated very important by visitors, rating 29% for the New Zealand holiday experience. Looking further into these sectors, it was observed that food and beverage scored 8.1 out of ten and accounted for 10% of the importance of the New Zealand holiday experience. Food quality