New Zealand leading world tourism trend

Published on : Thursday, November 16, 2017

indexAs per the recent published Annual Report for the year 2016/17, New Zealand witnessed a total increase of 10 percent in the total number of visitor arrival to 3.6 million in 2016, and holiday arrivals grew by 12% which mean around 1.9 million. This places us in advance of global tourism trends that depict arrivals in international visitor grew by 3.9% last year and 6% in January-June 2017 (UNWTO World Tourism Barometer).


For Tourism New Zealand, it was a year of dramatic change with an extended presence in countries like South America and the Philippines, change in leadership, challenges associated with the Kaikoura earthquake, the creation of a crucial partnership with the Department of Conservation with a mission to enhance the visitor experience on the DOC estate, 2017 DHL New Zealand British and Irish Lions Series promotions, and alterations around the organisation’s strategic marketing focus.


To quote Kerry Prendergast, Tourism New Zealand chair and Stephen England-Hall, chief executive, “one of our key objectives for FY17 was to continue our work in shifting the seasonal profile of arrivals by investing all marketing funds into promoting New Zealand holidays in the shoulder and off-peak seasons. We are thrilled to see this working with a combined 13.1% increase in spring 2016 and autumn 2017 arrivals against peak summer growth of 8.3%.”


“We began the year launching a new 100% Pure New Zealand campaign with Hollywood director James Cameron and his wife Suzy Amis Cameron sharing their personal stories and insights while exploring some of our most beautiful places. Australian supermodel and actress Megan Gale continued as our ambassador promoting spring and autumn holidays to Australian cyclists, and Pete’s Dragon lead actress Bryce Dallas Howard has now joined Tourism New Zealand as an ambassador,” said Mr England-Hall.


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