Kiwis are being encouraged to holiday in Auckland in a new domestic tourism campaign launched today by Auckland Tourism, Events & Economic Development (ATEED).
The campaign, which forms part of Auckland’s 10-year visitor plan, is designed to help boost the value of Auckland’s domestic tourism sector from just over NZ$1.3 billion (US$1.1bn) in 2010 to NZ$2 billion per year by 2021.
This will be the city’s first major domestic tourism campaign in more than a decade, and ATEED’s General Manager Jason Hill, said it was intended to leverage the success of the recent Rugby World Cup.
“People from all over New Zealand had a great time here during Rugby World Cup. We want to build on their experience of Auckland as an exciting holiday destination and encourage people to visit, stay longer and spend more,” said Hill.
Auckland’s campaign will target domestic travellers in Waikato, Northland, the Bay of Plenty, Wellington and Canterbury using a TV commercial, online media and a range of accommodation and activity deals on aucklandnz.com.
The campaign has been developed following market research across New Zealand.
“The research shows Auckland is perceived as a diverse, vibrant and buzzing city with lots to see and do. However like any big city, some people are concerned that it might be intimidating or unwelcoming – and the campaign aims to knock those concerns on the head,” said Hill.
“It’s about highlighting the diversity of Auckland including our inspiring cuisine, the world-class shopping, the spectacular events and stunning natural playground that is Auckland,” he added.
Auckland’s Mayor, Len Brown said he hoped the campaign would broaden the city’s appeal.
“There’s so much more to Auckland than people realise and a lot has changed and developed in the last few years. We want more people to come to Auckland and experience it first-hand,” Mayor Brown said.
ATEED’s domestic tourism campaign is the first stage of a long-term tourism drive.