Kia ora THE
It was great to attend the World Travel and Tourism Council Global Summit held in Perth recently. The Summit attracts tourism leaders from across the world to discuss the latest trends and insights. It was encouraging to hear that many destinations are also looking at addressing seasonality and promoting off-peak travel. Watch sessions from the Summit here.
Tourism New Zealand has conducted new consumer research to understand the barriers and motivations for our consumers when considering travel to New Zealand between March and November (off-peak). Overall, the research found that 81% of the audiences surveyed would consider visiting New Zealand during the off-peak period. It also found that destination choice is the primary factor when planning a holiday, followed by the time of year to travel.
These insights show that we still need to inspire people to choose New Zealand first. We do this through our global brand campaigns, like If You Seek, that build desire for destination New Zealand by showcasing our iconic locations and experiences. Then, we can look to influence when people travel in our next layer of activity, for example on our social media, trade channels and on NZ.com. We’ll be doing a deep dive into the consumer off-peak insights and how industry can use them at our next webinar on 19 November between 10-11am. Sign up here.
are gearing up for a busy summer season ahead, and we’re encouraging the tourism industry to help spread the word. Operators can use the to show their customers how to care for Aotearoa New Zealand. Keep an eye out for a new Tiaki video launching on 1 November. The refreshed creative promotes all of the Tiaki Principles and shows our manuhiri (visitors) how to care for our home while they travel here.
Finally, as of 25 October 2024, the Tuatapere Hump Ridge Track is officially a Great Walk. 77% of international holiday visitors do a walk or hike while they are in New Zealand, and we know our stunning scenery is the number one reason our audience chooses New Zealand. Expanding this network of walks is a win for tourism, it means visitors have more options and regions to explore when enjoying our great outdoors.
As always - if you have any questions, feedback, or want to get in touch with myself or one of the Tourism New Zealand team, please contact us.
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