TA to join forces with TNZ
Tourism Australia has flagged the prospect of working more closely with Tourism New Zealand in a joint effort to lure visitors from North America.
Managing director Andrew McEvoy said a tighter collaboration between the organisations made sense in a market like the US where 30% of arrivals visit both Australia and New Zealand.
He said he was a “great admirer” of the marketing skills of Tourism NZ.
The plan to launch a joint marketing effort emerged as TA and Air New Zealand signed a $6 million deal over three years to jointly market Australia in NZ, North America and China.
The agreement was flagged by Travel Today yesterday.
“Together New Zealand, America and China account for more than a third of Australia’s annual international arrivals and importantly all three markets are growing,” McEvoy said. “This new deal provides a strong platform from which to further grow inbound tourism from all three of these key inbound markets.”
TA has hopes to grow expenditure from NZ from $2.3 billion to between $3.4b and $4.2b by 2020.
Air NZ chief executive Christopher Luxon, pictured, said the partnership will be the airline's largest outside of its home country.
As well as promoting Australia to Kiwis, the agreement will provide opportunities in the US and China, he said.
“As a market experiencing exponential growth, China represents a huge opportunity for our industry while the North American market continues to go from strength to strength,” Luxon said. “In fact over a third of all North American visitors to New Zealand arrive or depart via Australia.”
That prompted McEvoy to reveal its intention to work more closely with Tourism NZ in the US. The two bodies already share resources at major trade shows around the world and in areas of consumer research but that could be extended, he said.
For the first time TA and TNZ could embark on “joined up” direct marketing to the 45+ demographic in California, McEvoy revealed.
“We are a big admirer of how clever marketers Tourism NZ are," he said. "It's an interesting one because we are competitors in many ways but a third of business from the US visits both countries
"I believe we can do some really powerful stuff that will help differentiate us."
Email the Travel Weekly team at traveldesk@travelweekly.com.au
air nz andrew mcevoy christopher luxon tourism tourism australia tourism new zealandLatest News
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