Tourism New Zealand buoyed by extra funding
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Tourism New Zealand's chief executive Kevin Bowler says the increase in government investment for tourism is a game changer that will see significant value delivered to his country's economy.
Prime Minister John Key released more details of the direction for the new tourism funding at a press conference in Auckland yesterday on the eve of the industry’s largest annual trade event – TRENZ.
Tourism New Zealand will receive an additional 29.5 million New Zealand dollars (Bt714 million) in the 2014-15 year commencing July 1, taking its total budget to NZ$113 million.
Bowler says the extra $29.5 million will be committed across four key areas of Tourism New Zealand’s business – international business events, emerging markets, high-value premium travel and the upscaling of specific activity in core markets.
“By delivering in these areas, the focus is firmly on generating value for the industry now, but also investing for the industry’s future,” he said.
“This coming year will see Tourism New Zealand focus more closely on the international business-events sector as a means of attracting higher-value visitors. This will involve promotion of what New Zealand can currently offer as well as preparing for the expected delivery of new conference facilities in Auckland, Christchurch and Queenstown.
“We now have sufficient funding to establish a significant presence in the emerging markets of India, Indonesia and Latin America, where effort and investment [are] required now to capture future growth and secure a strong future position for the New Zealand tourism industry.
“There are also enhanced plans in place for targeting high-end, high-value visitors. We will work with premium tourism operators to ensure this niche is developed to its full potential leveraging New Zealand’s fantastic high-end accommodation, transport providers and attractions.
“Finally, this increase in funding will also enable us to upgrade our existing activity in core markets by investing in specific initiatives which have been identified as having the greatest potential for delivering extra value.
“For example, we will be able to extend our leverage of New Zealand’s connection to ‘The Hobbit’ trilogy, increase our investment in the Premier Kiwi Partnership programme in China and expand our promotion of special interests like cycling and golf.”
Tourism New Zealand is running a series of forums around the country in June to share how it will implement its new marketing strategy in much more detail.
Industry can register their attendance for one of the forums on the corporate website www.tourismnewzealand.com.
Tourism New Zealand markets New Zealand to the world as a visitor destination. In the year ending last month, more than 2.5 million international visitors came to New Zealand. International tourism is one of the country’s largest earners of foreign exchange, adding around NZ$9.7 billion annually to the nation’s economy.
New Zealand has also been named the top destination for 2013 by Flight Centre Australia.
It was the winner of the World Travel Awards 2012 for the World’s Leading Destination Marketing campaign, “100% Middle Earth – 100% Pure New Zealand”. The World Travel Awards were launched in 1993 to acknowledge and recognise excellence in the global travel and tourism industry.
