NZ targets a "big ask", says tourism chief

NZ targets a "big ask", says tourism chief
By admin


Tourism New Zealand chief executive Kevin Bowler has spoken of the need to target big spending tourists if the country is to reach its lofty vision to grow expenditure by 70% over the next decade.

Addressing media this morning at the opening of TRENZ in Auckland, Bowler said increasing the number of arrivals was secondary to lifting the average spend per visitor.

The target to grow expenditure from $24 billion to $41b by 2025 was a “big ask”, he warned.

Bringing international business events to NZ, marketing to top-end premium travellers and focusing on special interest groups, who spend more than the general tourist, will be among the key aims, Bowler said.

“Over the next four years Tourism New Zealand will spend NZ$34 million promoting NZ as a destination for international business events,” he said. “It will support the Government’s commitment to new convention centre infrastructure in Auckland and, ultimately Queenstown and Christchurch.”

A team dedicated to tapping into the premium market has also been created with $20m to be spent over four years, while marketing campaigns will highlight golf, NZ’s cycleways and hiking.

To achieve its ambitious target, international tourism must grow at an annual rate of 6% and domestic tourism by 4%.

“It’s a big ask for us,” he said.

Bowler said the country also needs to end the reliance on the peak summer period and grow its shoulder and off-peak visitor numbers.

Investing in India, Indonesia and Brazil, whose tourists are more likely to travel out of season, will help hit those goals, he said.

Latest News

  • Destinations

APT offers destination incentives to enjoy the Best of Asia

APT Luxury Travel launches has launched its Asia Sale featuring 20 trips, with journeys through Vietnam and Cambodia as highlights, as well as opportunities to explore Japan, South Korea, India and Sri Lanka. It’s ‘Spiritual Cambodia and the Mekong’ land and river cruise tour for example takes guests on an all-inclusive 11-day journey through Vietnam […]

  • Travel Agents

Disney Days returns with Inside Out 2 showing in Sydney, Brisbane, Melbourne and Auckland

Time is running out for agents to register their Expression of Interest to an exclusive screening of the much-anticipated Disney and Pixar film, Inside Out 2, hosted by Disney Destinations Australia/New Zealand team and partner United Airlines. Places are limited and applications must be in by 17 May. In addition to the screening of the […]

  • Cruise

Aranui Cruises slashes prices with No Single Supplement and Half Price offers

French Polynesian cargo cruise line Aranui Cruises is slashing thousands off its 2025 Austral and Marquesas Islands cruises with an autumn sale offering 50 per cent off the second guest in a twin share room and no single supplement for solo travellers. On sale until June 21, 2024, Aranui’s 12-day roundtrip voyage from Papeete to […]

  • Destinations

Raes on Wategos celebrates 30th birthday and guests get the presents

World famous luxury boutique hotel Raes on Wategos, in Byron Bay, has launched its 30th birthday celebrations with a Raes Indulgent Escape package. Available for all stays of two nights or more, from June to August, the curated package offers an invitation to indulge in a shared celebration of Raes 30th birthday, whilst revelling in […]