Travel Trade Journal
Tourism New Zealand
Gregg Wafelbakker General Manager, Asia, Tourism New Zealand
The year 2022: With the gradual re-opening of New Zealand borders this year, we are continuing efforts to build desire for destination New Zealand, to support and grow travel intent as we move towards recovery by driving arrivals into New Zealand. We have strengthened our portfolio approach to ensure we can navigate any future global shocks and disruptions. This means investing in core markets that have the most impact on New Zealand, which includes the domestic market, business events, core international markets, and growing emerging markets like India.
Even before the international borders fully re-opened in August 2022, Tourism New Zealand continued to engage with our Indian consumers through digital campaigns that helped keep the 100% Pure New Zealand brand alive. We also engaged with our travel partners and provided them with opportunities to upskill through online training, social community engagements, and events. Our target audience in India predominantly consists of independent professionals who are not just aware of New Zealand but are seriously considering New Zealand for leisure and MICE travel. These people already have New Zealand on their top five-holiday destinations list. These high-quality visitors will contribute positively to our culture, environment, economy, and communities while they visit.
New Developments: We have new sustainable stays like the Falcon Brae, a hotel that is committed to environmental sustainability by not being connected to the national power grid, or Voco Auckland City, a hotel that is targeting a Level 3/Level 4 Green Engage certificate by implementing several sustainable initiatives. Quite a few of our tourism operators such as Raglan Rock (Raglan), Eden Park (Auckland), Dive Tatapouri (Gisborne), and Mārahau tourism operators (Nelson Tasman) are providing trailblazing transformative, regenerative travel experiences throughout New Zealand through their eco-conscious offerings and giving back to their local regions. The industry is undertaking various initiatives such as commitment to carbon zero, sustainable experiences, and the development of carbon-neutral travel itineraries.
Preparedness and expectations from India market in 2023: India is one of the priority emerging markets for Tourism New Zealand and is an important growth market. Our marketing strategy in India is to grow travel intent for New Zealand among our audience and support conversions through partnerships. We will continue building desire for New Zealand by showcasing our warm and friendly people, stunning wildlife, delicious food, and wine offerings, among the many other jewels this country has.