Tourism New Zealand (TNZ) recently concluded a round of roadshows in four countries – Malaysia, Indonesia, Thailand, and Singapore – in South-east Asia, as it seeks to broaden its pool of key visitor markets to support the long-term growth of its tourism sector.
Gregg Wafelbakker, general manager Asia, TNZ, stated: “Visitors from South-east Asia support Tourism New Zealand’s strategy to attract high quality visitors who contribute positively to our economy, environment, culture, and communities.”
According to Tourism New Zealand’s Active Considerers (AC) research, 35 per cent of the Malaysian adult online population are actively considering New Zealand for a holiday, equating to approximately 6.9 million people. In fact, 44 per cent of ACs say New Zealand is their first choice of the next destination to visit.
Over in Indonesia, 37 per cent of the Indonesian adult online population are actively considering New Zealand for a holiday, equating to approximately 37.3 million people. Within this AC pool, there is a sizeable opportunity to target high-spend visitors – 40 per cent of the pool are budgeting to spend more than 35 million rupiah per person (US$2,198), which is a “valuable source market”, noted Wafelbakker. Moreover, 52 per cent of ACs say New Zealand is their first choice of the next destination to visit.
In Thailand, 24 per cent of the Thailand adult online population are actively considering New Zealand for a holiday, equating to approximately 7.8 million people. Within the Thailand AC pool, there is also a sizeable opportunity to target high-spend visitors, as 37 per cent of the pool are budgeting to spend more than 120,000 baht per person (US$3,305), which is “twice the minimum spend criteria”, noted Wafelbakker.
In Singapore, its AC incidence is higher than other key markets that TNZ targets, equating to approximately one million Singaporeans. The appeal of New Zealand as a holiday destination has increased since October 22, which has supported the recent growth of the incidence of ACs at 27 per cent.
Aside from sellers meeting with buyers – several of which have not been to New Zealand themselves – in the four countries, TNZ is actively promoting the destination through media and social media.
When asked how TNZ is catering to Muslim-majority outbound travellers from Indonesia and Malaysia, Wafelbakker said: “Some efforts that New Zealand have made to welcome Muslim travellers include developing a comprehensive halal food guide – in partnership with the Federation of Islamic Associations of New Zealand – and Kiwi Muslim Directory. We also share about tour operators which provide halal tours in New Zealand.”
A buyer at the Singapore roadshow, Siti Aishah, travel manager with Azza Travel & Tours, shared that although she has never been to New Zealand, her perception is that the country is easy to travel around for Muslim visitors.
“It is easy to sell New Zealand and offer Muslim-friendly options. Compared to Japan and South Korea, English is widely spoken. Farm visits with sheep shearing, easy access to halal food, child-friendly facilities, nature experiences (which more Singaporeans are into post-Covid) and the many adventure activities, all appeal to Muslim travellers. In fact, I am currently planning for several group tours in 2024,” she said.
The 2024 edition of Arabian Travel Market (ATM) will return to Dubai from May 6 to 9 with the theme, Transforming Travel Through Entrepreneurship.
Attendees will consider how the segments of leisure, business, luxury and MICE are driving economic growth and sustainable development across destinations, hospitality and aviation, creating fresh opportunities for entrepreneurs and investors from across the Middle East and beyond.
Danielle Curtis, ATM’s exhibition director, said: “Holidaymakers represent a crucial focus for the Middle East’s travel community, but leisure is only one component of a much bigger picture. Business, luxury and MICE travel are also making significant contributions to economic growth and sustainable development, with Statista predicting a global market volume of more than US$1 trillion by 2027.
“It is therefore no surprise that the travel and tourism sector is creating unprecedented opportunities for entrepreneurs and investors, thousands of whom will showcase their innovations, exchange ideas and forge new partnerships at ATM 2024,” she added.
The travel and tourism sector is on course to contribute US$49.18 billion to the UAE economy alone in 2023, according to figures released by the WTTC. This figure is predicted to reach US$64.12 billion by 2033, accounting for an impressive 10.2 per cent of the nation’s GDP.
As the Middle East’s travel and tourism industry continues to mature, it is expected to create new jobs and income for millions of people from across the globe. The UAE Government, for instance, estimates that the country’s travel and tourism market will support 770,000 jobs by 2027. At the same time, the sector is expected to generate ever-increasing revenues for regional economies – Gulf travellers spending approximately 6.5 times more than tourists from other parts of the world, according to the UN Tourism.
Sustainable development will represent another key focus at ATM 2024. Dubai’s Department for Economy and Tourism (DET), ATM’s Destination Partner, will showcase its ongoing efforts to protect the environment and secure a greener and more sustainable future for the emirate.