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.

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