TOURISM New Zealand’s new Every day a different journey campaign, which seeks to showcase the destination’s diverse attractions and activities throughout the year, is expected to help spread arrivals to other months besides the peak summer season.
Speaking to TTG Asia e-Daily in an interview, Tourism New Zealand’s CEO, Kevin Bowler said arrivals were highest during the summer months of December to February, with European and Chinese travellers dominating the numbers as the season coincides with the Christmas and New Year holidays, as well as the Chinese New Year.
In 2014, New Zealand welcomed 292,446 and 301,165 international travellers in January and February respectively, and 402,518 in December. These months registered a year-on-year growth of 12.2 per cent, 7.1 per cent and 5.4 per cent respectively.
Besides using the campaign to educate the travel trade and travellers on the destination’s year-round appeal, Tourism New Zealand has also tweaked its media activity schedule to arouse interest at different times of the year.
“While we usually begin our media investments in September, this year we are running it from July to promote the shoulder season or spring and autumn. In fact, 80 per cent of our (marketing) efforts will now focus on the shoulder season. Previously it was about 20 per cent,” Bowler said.
“I think it is the natural things that will also help us (better manage the summer arrivals and achieve more footfalls in the other months). Prices will be more reasonable during the shoulder seasons and availability will be much better as well,” he added.
Meanwhile, the tourism bureau is connecting with travel agencies and airlines to share assets under the new campaign and to support these partners in their advertising and promotion.
