Tourism New Zealand (TNZ) is focused on growing year-round tourist arrivals for New Zealand, particularly by encouraging visitation during the off-peak seasons from March to November.
Gregg Wafelbakker, general manager Asia, TNZ, shared: “We aim to increase the value of tourism in New Zealand by US$5 billion over the next four years, with 70 per cent of that growth coming from off-peak arrivals.
“By encouraging arrivals during the off-peak season, we support the tourism industry and economy while providing an exceptional experience for travellers, with fewer crowds and attractive offers.”
He highlighted that South-east Asian markets play a crucial role in this strategy, as visitors from these countries often travel during school holidays and festive breaks, which align with New Zealand’s off-peak season.
“We have more arrivals from South-east Asia visiting during the off-peak season than our global average from all markets.
“Off-peak consideration among active considerers living in South-east Asia – people who are thinking about a holiday in New Zealand – is at an average of 85 per cent. They are drawn to New Zealand’s landscapes, nature, wildlife, and local cuisine. They also find New Zealand an appealing road trip destination, with self-drive and campervan holidays becoming more popular. Off-peak seasons offer less busy roads and stunning scenery as they travel throughout the country.”
While Singapore is a mature market, new potential markets in South-east Asia include Malaysia, Thailand and Indonesia.
Wafelbakker recently led a delegation of 39 exhibitors from New Zealand to Kiwi Link Southeast Asia 2024, held in Kuala Lumpur from July 15-16. The New Zealand exhibitors met with 36 travel trade buyers from Singapore, Malaysia, Thailand, and Indonesia over the two-day event.
The event showcased New Zealand as a great off-peak destination for international visitors, and aimed to build strong selling capability of product managers and increase New Zealand’s share of voice among travel trade across South-east Asia.
Krissy Griggs, visitor markets manager for ChristchurchNZ, noted that Singapore Airlines’ direct daily flights from Singapore to Christchurch have boosted arrivals from Singapore and Malaysia to the South Island.
She said: “Singapore Airlines is currently the only airline from South-east Asia flying directly to Christchurch. Typically, visitors from Singapore spend two or three days in Christchurch before exploring other destinations in the South Island.”
