Tourism New Zealand will expand its domestic visitor market following an independent review

 Tuesday, October 1, 2019 

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Tourism New Zealand is all set to expand its domestic visitor market following an independent review.

 

The Ministry of Business, Innovation and Employment commissioned-review looked into the way how the organization can maintain the tourism requirements of the country into the future.

 

It found Tourism New Zealand is outstanding at marketing the country as a destination and considers the way it can be extended.

 

According to the review report, the organization was in an excellent position to offer detailed insight into domestic tourism and evaluate regional distribution.

 

“TNZ provides in-depth insight into the preferences of international visitors. No national-level entity systematically collects and shares insights on the preferences of domestic visitors,” the report said.

 

“The absence of systematic information on the preferences of domestic visitors is a significant gap. TNZ is best placed to fill that gap.”

 

It marks an alteration for the organization which has sharpened the international visitor market traditionally.

 

Tourism Minister Kelvin Davis welcomed the report, explaining TNZ was a world leader in destination marketing.

 

“The role TNZ plays in our tourism success cannot be underestimated. They come up with innovative, informed marketing campaigns that work, and are respected worldwide,” he said.

 

“The findings show there are opportunities for TNZ to expand their role and apply ztheir expertise in other areas of the tourism system, including in data and insights.”

 

Tourism is the biggest export industry of the country, worth $39.1 billion in 2018.

 

Tourism Industry Aotearoa chief executive Chris Roberts greeted the recommendations of the review open handedly, saying the sector is crying out for more data about domestic tourism.

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