Air New Zealand and Tourism New Zealand have announced a marketing partnership worth up to $20 million this year, to promote New Zealand in key offshore markets, with a focus on off-peak periods.
The two organisations signed a Memorandum of Understanding (MoU) outlining their intent to invest up to $10 million each over 12 months for joint activity in Australia, China, North and South America, Japan, Singapore, the United Kingdom and Europe.
This is the fifth consecutive year Air New Zealand and Tourism New Zealand have coordinated their international market development and promotion, taking the total joint investment to $100 million to date.
Air New Zealand’s chief executive officer Christopher Luxon said: “Spreading tourists and their holiday spend more evenly throughout the year and beyond the main gateways is a clear way for our regions to share tourism’s benefits – such as increased year-round employment. Working in partnership optimises our strategy to attract more premium travellers to our shores, who stay longer, explore more widely and enjoy our country in all seasons.”
Tourism New Zealand chief executive Stephen England-Hall added: “With inbound visitors growing year on year and the industry the biggest export earner in the country, we have an opportunity to focus our collective efforts in promoting tourism to our regions and in the shoulder season.”