Tourism NZ changes focus
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Tourism New Zealand has tweaked its marketing mix to reflect the increasing reality of economic factors that are affecting tourism markets, a report said.
According to The Dominion Post, Chief Executive George Hickton had said the body had all but pulled out of Japan and Korea, preferring to focus marketing resources in countries that were not mired in an ”economic mudpool”.
Hickton was quoted saying that Tourism NZ envisaged little growth in countries with severe economic problems and had moved its resources to aim at more promising prospects.
The organisation was redeploying marketing spending to where it could get the best results, he was quoted saying.
“Britain and the United States are in the middle, and then there are markets where we see a great amount of potential, such as China, Canada and Australia.”
Tourism NZ’s immediate goals were to put more effort into persuading Australians to come to New Zealand for the weekend, to urge British travellers to travel now instead of waiting, and to focus on wooing travellers from China.
Recent off-season marketing efforts by the organisation had helped prompt visits to New Zealand from an extra 242,000 Australians, travelling in the autumn, spring and winter.
“That is what the industry wants,” he was quoted saying.
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