New Zealand outreach to South-east Asia continues unabated

TOURISM New Zealand (TNZ) is forging ahead with its targeted marketing initiatives for the South-east Asian MICE market in the belief that it will be able to solidify New Zealand’s position as a global MICE leader despite numerous challenges (TTG Asia e-Daily, July 1 2014).

TNZ has chosen to concentrate on courting Singapore, Malaysia and Thailand – three of their biggest sources of leisure traffic from South-east Asia – having held a roadshow in Singapore last week and hosted five South-east Asian buyers at the annual MEETINGs tradeshow in Auckland last month.

It also hosted a fam trip for 10 Malaysian travel companies in April focusing on incentive experiences. TNZ’s manager for South & South-east Asia, Mischa Mannix-Opie, said: “Whether it is alpine resorts, historic towns or southern charm, themed incentive experiences create a different and unique atmosphere for corporate events.

On top of the initiatives above, TNZ also manages the Conference Assistance Programme offering a full spectrum of services including evaluating the financial feasibility of conferences, air travel arrangements and provision of promotional material about New Zealand.

A dedicated business events team based in Singapore undertakes sales calls, training, fam trips for decision-makers, and the development of online content and sales tools.

The NTO’s efforts are seemingly paying off – TNZ recently won an 850-delegate incentive from Thailand for September.

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