New Zealand launches new tourism marketing campaign in Australia

A new tourism marketing campaign is being launched this week in Australia to boost demand for travel to New Zealand, as we prepare to open borders to our first international visitors.

“We are rolling out the green and gold carpet to our vaccinated trans-Tasman cousins,” said Tourism Minister Stuart Nash.

“Australians will be the first to fly, starting at 11:59 p.m. on April 12. They will be joined by vaccinated, visa-free travelers from major northern hemisphere markets like the US, UK, Japan, Australia Germany, Korea and Singapore, starting at 11:59 p.m. on May 1.

“Apart from three months of quarantine-free travel in 2021, when around 160,000 Australians came here, we missed our Australian visitors. We look forward to reuniting with our friends. Bringing the date forward will accelerate our economic recovery.

“Tourism New Zealand has worked hard over the past two years to keep ‘Brand New Zealand’ alive in the minds of international travellers. With borders reopening, TNZ’s business is focused on converting the dreams of holidays in actual reservations.

“Australian travelers are the immediate target given the ease of short-haul road travel. Their school holidays and Easter-ANZAC holidays in April are popular times to make the short hop across the Tasman.

“Tourism New Zealand’s new campaign aims to persuade Australians that our unique landscapes, Kiwi hospitality and friendliness are now ‘in your wildest dreams’.

“The campaign highlights some of the most popular experiences sought after by Australian visitors, such as fine dining, jet boating, cycling through vineyards and even stargazing in a hot tub in sky reserves. internationally renowned star.

“We also have our ski season which starts from June. Historically, 71% of all international tourists who came to ski were Australians, who generated over $211 million in winter spending.

“The industry knows there is a rebuild coming. International travel will be very competitive and airlines will be slow to establish their schedules and routes. Even some of the world’s largest tourist operators, such as the airport of Heathrow, foresee a reconstruction of five years.

“Initial bookings from international tourists will be measured. During the first few months, we expect people to travel primarily to connect with friends or family, before travel resumes for winter holidays, tourism in skiing and, finally, our high summer season in 2022/23. .

“Our investment and partnership with the industry will continue. Tourism New Zealand has also spent the last two years targeting trade shows and has trained 80,000 international travel agents who connect overseas travelers with New Zealand destinations and operators. .

“Tourism New Zealand will continue to focus on domestic tourism. It has had strong results with the ‘Do Something New, NZ’ campaign which has encouraged Kiwis to see more of their own backyards. A new national campaign will be launched in autumn.

“We will also continue to roll out direct investments from our two tourism support programs worth $600 million in targeted spending. Further details are expected shortly.

“We aspire to have the 100% Pure New Zealand brand among the top three most sought after tourism brands by quality travellers. Tourism New Zealand is turning that aspiration into action,” said Stuart Nash.

(With contributions from the New Zealand government press release)