Archive for the 'Tourism New Zealand' Category
So Long For Now, New Zealand
Posted by Ruth Atherley on May 14, 2012 at 1:42 pm
This is always a sad post to write. Each year, we have the absolute privilege to meet and spend time with some of the most amazing people in New Zealand… and many of those people have become good friends.
It is always hard to say good-bye – to a country that is so open and welcoming to visitors, and that offers so much to see, do, eat and drink. We have had the opportunity to visit New Zealand several times now thanks to Tourism New Zealand, Trade Industry Association NZ and TRENZblog and each time, we realize how much there is to do there. We’re still not anywhere near done experiencing what this great place has to offer visitors.
As this year’s TRENZBLOG comes to a close (although it will remain up as a resource) – we want to say thank you to all the great tour operators who took the time to host us, to share your vision and what you want visitors to your area to experience. New Zealand is one of those magical places that makes you feel completely at home and yet is so different, there is magic around every corner. We’ll miss our friends (both new and old) and we’ll miss the fun and cheeky approach to life that is distinctly Kiwi.
Good-bye for now, New Zealand. We’ll be thinking of you often.
Click here to see some fun candid shots. It wasn’t all work…
Here is a funny video from our time with Eco Wanaka Adventures.
Here is an amusing video from our time on The Rock Bay of Islands Overnight Cruise.
An Interview with Tourism New Zealand Chief Executive Kevin Bowler
Posted by Paul Holman on April 26, 2012 at 12:44 pm
As Tourism New Zealand’s Chief Executive Kevin Bowler will be extremely busy during TRENZ, we caught up with him beforehand to ask him a few questions.
(Editor’s Note: We left in Mr. Bowler’s New Zealand spelling of words.)
TRENZblog: New Zealand hosted the Society of American Travel Writers in 2011. How will this benefit New Zealand?
KB: Our objective with all of our international media work is to convert interest in New Zealand into confirmed travel.
New Zealand’s hosting of the SATW convention was an opportunity to gain widespread media coverage in North America and provide a boost in exposure for New Zealand in one of our key tourism markets. Media results from previous conventions have demonstrated impressive reach.
So far we have recorded around 80 results with a combined circulation of 6,684,587 and unique views per month of 37,620,570 which is fantastic and there is more to come.
TRENZblog: What are your plans for Tourism New Zealand on a global level over the next 12 months?
KB: We are coming into the third year of a three-year marketing plan. In order to achieve success, our objectives are to prioritise sectors and markets for growth, and to partner with industry to increase marketing reach and effectiveness.
We are doing a lot of research in identifying the special interests of potential visitors from each market, then working to promote New Zealand’s unique product offering in these areas, to convert interest in New Zealand into travel. We are also working closely with the travel trade to provide them with information and opportunities to market New Zealand, and forming alliances with the aviation sector to encourage capacity growth and greater connectivity.
TRENZblog: What countries/regions do you see as a priority focus for Tourism New Zealand? Where does North America fit into this?
KB: Australia remains our largest existing market making up around 44% of all visitors, which is not surprising given they are our closest neighbours. A focus for us is to maintain and grow these numbers. We are also prioritising China as this is the country that shows the greatest potential for growth. The USA is a traditional market for travel to New Zealand and remains a top priority for us.
Of all our international visitors, travellers from the U.S. are most satisfied with their New Zealand holidays, according to Tourism New Zealand’s Visitor Experience Monitor research. One aspect of our work in the U.S. is to tap into this positive word of mouth and encourage U.S. visitors to recommend New Zealand to friends and family.
TRENZblog: Travel is constantly changing and evolving, are there any trends that you see emerging for 2012?
KB: There are four trends I am seeing a lot of:
- Visitors are looking for value now more than ever. Not just a lower price but a stronger brand, better distribution and more product benefits.
- Product distribution is changing – increasingly free and independent visitors are on-line while they are travelling planning and booking as they go. They value wi-fi access and a strong on-line presence is a must.
- Young travelers are a window into the future. They are making on-the-fly decisions, sharing their experiences and are influenced by word of mouth. Operators need to be getting deeper into this space.
- Finally, there are more visitors coming from Eastern markets. I anticipate we will see changes to smaller, less structured groups sooner rather than later.
