Destination Rotorua in New Zealand’s North Island is looking to grow arrivals from emerging Asian source markets like the Philippines, Indonesia, Vietnam, and Thailand, and intends to bank on its wide variety of products across adventure, culture, wellness and scenic categories to achieve its goals.
Speaking to TTG Asia during TRENZ 2025, a travel trade show focused on promoting New Zealand destinations and hosted this year in Rotorua, Andrew Wilson, chief executive of RotoruaNZ, said: “All Asian markets are definitely a top priority for us, and the emerging South-east Asia markets are on our hit list for the next couple of years.”
Wilson said destination reach is already well established in Singapore, China, and India, and RotoruaNZ’s strategy has been to “ensure products and operators are ready for those markets”.
For the China market, RotoruaNZ recently inked an agreement with Air China that will result in joint activity to raise destination awareness and drive higher Chinese arrivals to the Sulphur City – a nickname Rotorua earned for its active geothermal system and abundant hot springs.
“We’re really fortunate that a number of established operators have got some really key people visiting these Asian markets pretty regularly to sell the best that Rotorua has to offer,” he said.
In fact, Asian travellers now have even more reasons to visit, as Rotorua rolls out fresh experiences.
Come September, Redwoods Treewalk and Nightlights will unveil Redwoods Glowworms, a 70-metre eco cave featuring rock formations, cascading waterfalls, and a cool environment that is home to over 5,000 glow-worms. The experience combines conservation, education, and adventure.
Bruce Thomasen, co-founder of Redwoods Treewalk and Nightlights, said Redwoods Glowworms is a result of a partnership with Expedition Earth duo Bridget Thackwray and Topher Richwhite, who have developed the bio-integrative designs and the eco-environment that allows glow-worms to thrive.
Also new is the high-end Wai Ariki Hot Springs and Spa that sits on the shores of Lake Rotorua. This facility combines Maori culture and Ngāti Whakaue water healing practices, with its star attraction being the two-hour, seven-step Restorative Journey, which takes rejuvenation seekers from the Te Hihiri Blessing Stone ritual through Te Tukinga Tongariro Fire & Ice Caves, Te Pae Paru Geothermal Mud Lounge, Kohu Wai Ariki Steam Room, and more.
Wilson said RotoruaNZ would ride on the market reach that Tourism New Zealand has across South-east Asia.
He expects the growing consumer preference for off-season travel to work in Rotorua’s favour.
“New Zealand’s winter weather is actually pretty mild when compared to other destinations like those in Europe. We are now in autumn, and you can see that the foliage in Rotorua is vivid, the skies are still quite blue, and the air is really clean,” he remarked, adding that such weather allows many activities and experiences to still take place.
Travellers visiting Rotorua in autumn and winter can benefit from low season perks, such as “better deals and a little something extra from the operators” that will deliver greater value.
He previously served as cluster general manager for Fairmont Hotels and Safari Clubs Kenya, including Fairmont The Norfolk in Nairobi and Fairmont Mara Safari Club.
