Interview With Prime Minister And Minister Of Tourism, John Key

Posted by Ruth Atherley on May 24, 2010 at 7:44 am

Last year at TRENZ, I had the pleasure to meet with New Zealand Prime Minister and Minister of Tourism, John Key. Unfortunately, with all of his duties at TRENZ this year, I won’t have the opportunity to interview him in person.

However, I did have the chance to connect with him via email just before TRENZ started. I am leaving this in question and answer format so you can see his responses word-for-word.

Question 1: We are just starting to see signs that the world is coming out of the global recession. How do you think this will impact New Zealand as a destination?

Answer: Ultimately the economic strength of our visitor source markets has a huge impact on our tourism fortunes here. When countries are doing well, we get more visitors, and they spend more. As the world begins to recover economically, New Zealand tourism will reap the rewards.

Question 2: What will the Rugby World Cup in 2011 mean for New Zealand tourism?

Answer: The Rugby World Cup works for tourism on a number of levels. Of course there is the influx of visitors during the cup itself. Ministry of Tourism preliminary forecasts estimate an extra 85,000 visitors for the period. This will give the country a massive cash injection during a shoulder season. However, the greatest benefits are in the media coverage New Zealand will get on millions of overseas television screens. Not only will matches be covered but along with them will be all sorts or supplementary programming which will showcase what New Zealand has to offer.

Essentially the RWC provides a massive marketing platform for New Zealand, and will stimulate many to buy air tickets and come visit.

Question 3: How do you think the new world of digital consumer/traveller changes how New Zealand is marketed and promoted?

Answer: Yes, I think the way people are accessing information through digital channels will change things enormously for New Zealand in how we market ourselves.

Like everyone, me included, we are all using social media to communicate with friends and contacts.

Last year, I asked Tourism New Zealand to create a three-year strategy for marketing New Zealand. The new strategy fundamentally changes the emphasis of how Tourism New Zealand reaches markets and potential visitors.

We’re relying less on traditional mass media, and more on new digital technologies like the Internet.

This means we can reach a bigger audience with less money. It means we can engage with potential tourists to find out what they want. And it means we can target our marketing towards those higher-value visitors we want to attract.

A good example of the reach of digital media is the example of my appearance on the Late Show with David Letterman last year, reading out my top ten reasons to visit New Zealand. There were almost 4 million people watching the show, but online coverage is estimated to have reached a further 75 million.

By using new technology, it’s possible to reach far greater audiences more cost-effectively and for a small country like New Zealand that is a fantastic opportunity.

Question 4: Social media and social networks, such as Facebook and Twitter, create interesting opportunities to connect directly with potential visitors to New Zealand and to have those who have visited become ambassadors for tourism in the country. What do you see as New Zealand’s opportunities using these tools?

Answer: There are huge opportunities to use social media and social networks like Facebook and Twitter to market New Zealand. Tourism New Zealand, our international marketing agency, is already using high profile celebrities to spread the word about 100% Pure New Zealand.

I know that Tourism New Zealand also works with established personalities like actress Beverly Maeda in Japan and celebrity host Hung Huang in China. They’ve come to New Zealand many times to blog and talk about their holidays online.

It’s another way to reach an audience and tell them about the great experiences people can have in New Zealand.

Question 5: On a global level, what are the key tourism markets that you consider a priority in promoting New Zealand as a tourist destination? Where does North America fit into the plan?

Answer: Together with Australia, China, the UK, Germany, Japan and South Korea, the USA and Canada are our biggest markets for tourist arrivals, and the countries where Tourism New Zealand does the most work.

That said, with additional Government funding given to Tourism New Zealand in the May Budget means there is now money available to focus on countries like the US.

In partnership, Tourism New Zealand and Air New Zealand are working on some big projects to increase arrivals from around 200,000 US visitors a year to around 300,000.

New Zealand currently attracts less than 1 per cent of the US 30 million outbound market and we are confident that a collaborative and targeted approach will drive a significant shift in our performance.

Work in the US will involve building awareness of New Zealand through high-profile TV and film projects; but also through working with the cruise industry and conference and incentives market.

Question six: What three things do you wish everyone knew about New Zealand?

Answer: 1. New Zealand’s awesome landscapes, lush forests, amazing wildlife and pleasant climate make it a haven for many outdoor activities, and a great place to unwind.

2. New Zealand society is diverse, sophisticated and multicultural, and the honesty, friendliness and openness of Kiwis will impress you. And the great advantage of New Zealand is that all of its diverse physical, cultural and artistic landscapes are so close to each other!

3. New Zealand has amazing food and wine.

Question seven: What do you think people are most surprised about when they visit New Zealand?

Answer: Nothing can prepare international visitors for the awesome beauty of the New Zealand landscape – majestic, breath-taking, inspiring – adjectives can’t do it justice. It has to be seen to be believed and a New Zealand holiday makes for an unforgettable experience.