Tourism New Zealand (TNZ) is focusing on growing off-peak visitation to support sustainable and productive growth of the tourism sector, which has seen a successful recovery post-lockdown.
Visitor arrivals are returning to old patterns of peaking in summer and, without intervention, peak visitation is likely to grow faster than off-peak. Seasonal peaks and troughs result in the sector struggling to operate productively year-round.
TNZ chief executive René de Monchy commented that the tourism sector is now the country’s second largest export since the launch of its new four-year strategy for 2024-2028.
“We’re aiming to grow international tourism by NZ$5 billion (US$3.05 billion) over the next four years, with 70 per cent of that coming from visitors during the off-peak travel season,” he said.
In FY25, TNZ will target international tourism spend growth of 8.7 per cent equating to an additional NZ$900 million, as well as target international tourism spend growth in the off-peak of 9.6 per cent equating to NZ$655 million.
“FY25 is the first year of our four-year strategy – we’ll focus on building a long-term pipeline of visitors at the same time as we aim to boost off-peak visitation in this year,” says de Monchy.
In the first year of the new strategy, TNZ will focus on three areas, which include to build desire for New Zealand as a year-round destination, grow off-peak arrivals, and support sector sustainability and enhance the visitor experience.
de Monchy said: “TNZ will support the governments export growth goals and alleviate the industry’s seasonal visitation challenge by growing off-peak visitation alongside its work to support peak visitation”.
Dave Beeche, chief executive of RealNZ, which offers experiences that peak in the summer, like cruises in Fiordland and the TSS Earnslaw and Walter Peak in Queenstown, alongside its ski areas Cardrona and Treble Cone for winter holidays, shared how the travel company has adjusted its operations into traditional shoulder seasons.
“It means we can retain more staff, use our locations more effectively, and lead to a better guest experience – so we’re very supportive of spreading the tourism load across the seasons,” said Beeche.
Meanwhile, New Zealand International Convention Centre (NZICC) general manager Prue Daly remarked: “We believe the business events sector plays a crucial role in this effort. Business event delegates prefer travelling during less busy times to avoid crowded destinations, which enhances their experience and supports seasonality.
“TNZ’s vision aligns perfectly with the work NZICC is doing, as the majority of international congresses and business events we pursue are scheduled during the off-peak tourism months.”
Based in Kuala Lumpur, she has also been supporting the development of Malaysia’s National Planetary Health Action Plan.
Tourism Malaysia and AXN Asia, an English-language general entertainment channel owned by KC Global Media, have teamed up to present Unfading Memoirs, an exploration production showcasing Malaysia’s rich cultural tapestry and breath-taking landscapes.
This pioneering collaboration between AXN Asia and Tourism Malaysia will premiere on AXN’s channel in July across Asia, featuring curated experiences from different travellers’ perspectives.
Inviting viewers to discover Malaysia’s culinary delights, cultural heritage, and outdoor adventures are travel-savvy hosts Justin Bratton and Selina Lo, alongside food and travel enthusiast Erwan Heussaff. The mini-series will feature an immersive exploration of Kuala Lumpur, Penang, Sabah and Sarawak.
Through a series of user-generated content initiatives, viewers will also be empowered to share their own travel experiences, further enriching the narrative of the unique destinations while having the opportunity to win exclusive trips.
George Chien, co-founder, CEO, and president of KC Global Media, shared: “This collaboration perfectly aligns with our mission to inspire wanderlust and cultural exploration – exemplifying our dedication to producing meaningful and engaging content that resonates with viewers across the region. We are excited to embark on this journey with Tourism Malaysia and look forward to creating more impactful projects together in the future.”
“Malaysia is a treasure trove of cultural diversity, natural beauty, and captivating experiences – for which we’re eager to showcase Malaysia’s unique charm to a wider audience, inviting travellers from around the globe to discover the wonders of our country,” remarked Manoharan Periasamy, director general, Tourism Malaysia.