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Aussies take a journey through the North Island

Tuesday, September 2nd, 2014

Australian travellers are being tempted by the wonders of the North Island with the launch of Tourism New Zealand’s latest joint venture campaign ‘Every day a different journey’.

Launched today, the campaign highlights the diverse range of experiences the North Island has to offer, all within close proximity to one another.

The campaign is run in partnership with North Island Regional Tourism Organisations including Northland Inc; Auckland Tourism Events and Economic Development (ATEED); Hamilton & Waikato Regional Tourism; Destination Coromandel; Tourism Bay of Plenty; Destination Rotorua; Destination Lake Taupo and key tourism operators Te Puia, Tourism Holding Limited (THL) and the Avis Budget Group.

Tourism New Zealand’s General Manager Australia, Tony Saunders says this is one of the organisation’s largest and most successful marketing campaigns in the Australian market and is now into its fourth year.

“This year’s campaign focuses on taking a journey through experiences – where one day you can be scaling Auckland’s Sky Tower and the next be standing next to an erupting geyser in Rotorua.”

“Our research shows that last year’s campaign proved to be highly motivating, effectively driving preference for New Zealand as a holiday destination to the highest levels we’ve recorded so far.

“With our new targeted focus this year we anticipate even better results,” says Tony.

The public relations component of the campaign has been significantly expanded this year, with extensive media coverage secured to deliver NZD$1.3 million of exposure.

“Through our international media programme, four key Australian social media influencers will take a journey through the North Island – sharing their experiences through social channels reaching an audience of 830,000,” says Tony.

“The reach provided by media coverage is far greater than what we can achieve with paid advertising alone and is a core element of all our activity.

Marketing activity includes TV advertising promoting key campaign regions, supported by digital, online and social media activity on Trip Advisor and Facebook, driving traffic to campaign pages on newzealand.com.

Activity with Flight Centre and Air New Zealand will directly target their consumer databases, digital and social channels. ATEED Manager of Tourism Jason Hill says partnerships remain vital to the success of this campaign.

“We’re very excited to be a major partner in the campaign and look forward to delivering activity that tells a fresh and compelling story – ultimately encouraging Australians to experience the North Island.”

The campaign will once again target potential travellers in New South Wales, Victoria and Queensland with a focus on the main metropolitan areas of Sydney, Melbourne and Brisbane as the largest source markets of Australian visitors to New Zealand. Australia is New Zealand’s largest international visitor market with 1,239,808 visitors in the year ending July 2014.


Contact Georgina Maguire,

Communications Advisor,

Tourism New Zealand

georgina.maguire@tnz.govt.nz; phone +64 21 478 659

Top tour operators recognised by industry

Thursday, August 28th, 2014

Two of New Zealand’s top operators have been recognised as the best in the business by their industry peers at an awards dinner held at the Claudelands Event Centre in Hamilton at the annual Tourism Conference.

Pacific Destinationz was named as the Inbound Tour Operator of the Year, while local Waikato operator Hobbiton Movie Set Tours received the Operator of the Year Award 2014. Inbound tour operators nominate allied supplier members and allied members nominate inbound tour operators. The applicants are judged on their innovation, marketing, business operation, communications, accessibility and industry relationships. The Board then assesses those nominated based on a points system to choose three finalists and it goes back out to the respective member groups to vote for the winners.

Pacific Destinationz – “Inbound Tour Operator of the Year” 2014

For the third year running, allied members of the Tourism Export Council have voted Pacific Destinationz their number one inbound tour operator. In recognition of being a third time winner, Pacific Destinationz was also presented with a “Distinction Triple Winner Award”. The team at Pacific Destinationz are truly honoured and humble in accepting the awards. Managing Director Mark Badland says “to be awarded the prestigious Inbound Tour Operator of the Year in 2012, 2103 and now 2014 is not only an overwhelming experience, but one that inspires us to continue to strive for excellence, and continues to motivate in an industry that we are passionate for. With a stable committed team with multiple language skills, the company fully realises this award is true recognition of the outstanding work of the PDNZ family”.

Pacific Destinationz Limited is a wholly New Zealand owned company operating as a wholesale inbound tour company in New Zealand and Fiji. Pacific Destinationz continues to offer a full range of product to developing markets such as Southern Europe and South America and following recent acquisitions is fast establishing themselves in other traditional markets. They constantly review and improve their approach to technology and are committed to maintaining their position at the forefront of an ever-evolving global travel industry.

Hobbiton Movie Set Tours – “Tour Operator of the Year” 2014

Hobbiton Movie Set Tours was absolutely stoked to be nominated for a second year in the Operator of Year category. They are humbled and believe their nominator best summed up the reason for their nomination.

“Hobbiton embodies what TECNZ wants in an Operator of the Year! For inbound members they work well with wholesale, travel offshore to market and continually improve, invest and upgrade their product. Hobbiton is a world class product who understands and appreciates how distribution works”.

Hobbiton Movie Set Tours based in Matamata Waikato, is a family owned sheep and beef farm which has grown into a major tourist icon business, operating since the Lord of the Rings Trilogy released in 1999. The set was rebuilt in 2011 for The Hobbit films and continues to grow visitor numbers year on end.

Owner Russell Alexander says “thank you to our inbound partners and TECNZ for recognising Hobbiton as the Operator of the Year. Our main focus has been working with trade and the one item I love paying is commission – we value our relationships with those who can promote and sell us offshore and look forward to working together in which should be a very exciting year!”


Tourism Export Council of New Zealand Background:

The Tourism Export Council of New Zealand is a trade association that has represented the interest of inbound tourism since 1971. Formerly known as ITOC (Inbound Tour Operators Council) the organisation rebranded in 2012 to assist mainstream New Zealand and government agencies to understand that tourism is a key export industry. It represents 250 key tour operators and suppliers throughout the country who package, distribute and market New Zealand tourism products and services internationally.


For more information, please contact:
Lesley Immink
Chief Executive – Tourism Export Council
Phone: 04 495 0810
Mob: 027 6644 836

New statistics highlight tourism value to Waikato region

Tuesday, August 26th, 2014

One in six (16.6%) jobs held by Waikato District residents are supported by tourism, according to new figures released today by the Tourism Industry Association New Zealand (TIA).

That places the district among one of the most reliant on tourism employment in the country*.

In Hamilton City, one in 14 (7.1%) residents’ jobs are supported by tourism, while the industry supports 12.7% of jobs in the Waipa District, 11.5% in both Thames-Coromandel and Hauraki Districts, 11.4% in Otorohanga District, 10% in Matamata-Piako District, 9.7% in South Waikato District, 9.3% in Waitomo District and 9.8% in Taupo District.

The value of tourism to the Waikato region is highlighted in the Tourism 2014 Election Manifesto, released today.

The Manifesto also highlights that the $1.8 billion a year that international and domestic visitors spend in the Waikato region is equivalent to 10.9% of the region’s gross domestic product (GDP).

This highlights that tourism is a significant and valuable part of the region’s economy. But both the Tourism Election Manifesto and Tourism 2025, the industry-led growth framework, show there is plenty of potential to grow tourism even more,” TIA Chief Executive Chris Roberts says.

“We know that tourism supports regional communities across New Zealand, driving regional economic growth and creating employment opportunities. The interactive employment and regional visitor spend maps we are releasing today will help us clearly demonstrate that to central and local government politicians, business leaders, decision makers and their communities around the country.”

Tourism 2025 also stressed the need for improved insight into the tourism industry, prompting TIA to team with Statistics New Zealand and Lincoln University to produce the new Tourism Employment Atlas and Regional Tourism Expenditure maps.

Across New Zealand, tourism directly supports 110,800 full-time equivalent (FTE) jobs – often in areas where few other opportunities exist. It indirectly supports another 61,300 FTE jobs. Total tourism employment in New Zealand provides 172,100 FTE jobs or 8.8% of total employment in New Zealand.

Tourism employment includes chefs, pilots, shuttle drivers, tour guides, receptionists, managers, raft guides, education providers and cycle hire operators. Tourism also supports a wide range of other businesses such as supermarkets, farmers, builders and accountants.

“These new regional tourism employment and spend figures paint a really clear picture of how the tourism economy benefits every region in the country, and will be incredibly useful in helping TIA members show their local Parliamentary candidates and decision makers the value of the tourism economy,” Mr Roberts says.

To read the full Tourism 2014 Election Manifesto, go to www.tourism2025.org.nz

* The employment statistics are based on full-time equivalent (FTE) jobs held by New Zealand residents. They do not take into account the many short-term overseas visitors who work within the tourism industry from time to time. For more details, including the methodology, visit www.tourism2025.org.nz

For further information, please contact:

Ann-Marie Johnson
Communications Manager
Tourism Industry Association (TIA)
DDI: 04 496 5001
Email: ann-marie.johnson@tianz.org.nz

Key Facts

  • Tourism is one of New Zealand’s biggest export industries, earning $9.8 billion or 16.1% of New Zealand’s foreign exchange earnings (year ended March 2013)
  • Tourism directly and indirectly contributes almost 9% of gross domestic product (GDP) for New Zealand
  • Tourism directly and indirectly generates 8.8% of total employment in New Zealand or 172,100 full-time equivalent jobs
  • Tourism in New Zealand is a $65.5 million per day industry. Tourism delivers $26.8 million in foreign exchange to the New Zealand economy each day of the year. Domestic tourism contributes another $38.9 million in economic activity every day
  • Total tourism expenditure reached $23.9 billion for the year ended March 2013

Visit www.tianz.org.nz for more information.


July arrivals reach record high

Saturday, August 23rd, 2014

Visitor arrivals for the year-end July 2014.

The number of visitor arrivals to New Zealand in July 2014 (196,900) was the highest ever for a July month, Statistics New Zealand said today. It surpassed the previous July high of 183,700 in 2013.

“More holiday visitors from Indonesia, Australia, and China helped boost visitor arrivals to a new July record,” population statistics project manager Susan Hollows said. “The increase from Indonesia was mainly due to visitors travelling during the Ramadan holiday period.”

In the July 2014 year, visitor arrivals numbered 2.80 million, up 6 percent from the July 2013 year. New Zealand’s top four sources of visitors were Australia, China, the United States, and the United Kingdom.

New Zealand residents departed on 233,100 overseas trips in July 2014, down 2 percent from July 2013. Over the July 2014 year, New Zealand residents took 2.23 million trips, up 3 percent from last year. The top four international destinations for the July 2014 year were Australia, the United States, Fiji, and the United Kingdom

Read more

Emerging markets infographics

Saturday, August 23rd, 2014

Tourism New Zealand has published infographics for the emerging markets of Brazil, India and Indonesia.

These present facts and data in picture form, showing the demographics and behaviour of international travellers to New Zealand

View the infographics here

TNZ appoints agency to lead sustainable tourism sector investigation

Wednesday, August 20th, 2014

Tourism New Zealand (TNZ) has appointed TRC Tourism and Sustainable Travel International to lead the marketing organisation’s investigation into developing a roadmap towards a more sustainable tourism sector.

The two companies will assess the potential for the New Zealand tourism industry to better align itself with the country’s positioning as a destination with beautiful landscapes and scenery, by achieving a higher standard of sustainability.

Read more about the project scope here.

International visitor spend hits an all-time high

Wednesday, August 20th, 2014

International visitor spend reached a new high of $7.1 billion for the year-ending June 2014 – up 11 per cent on the previous year.

Released last week by the Ministry of Business Innovation and Employment, the figures show the growth has been supported by an increase in total visitor arrivals up 5.7 per cent for the period.

Read more here.

Commercial Accommodation Monitor June 2014

Saturday, August 16th, 2014

The latest Commercial Accommodation Monitor (CAM) Figures for June 2014:

The Hamilton & Waikato region saw an increase in guest nights of 9.9% for the month of June 2014 compared to June 2013. International guest nights rose 3.4% and domestic guest nights rose 11.4%.

For the year ended June 2014 guest nights rose by 9.3%. International guest nights rose 5.0% and domestic guest nights rose 10.6%.

National figures saw an increase of 1.1% month on month with international guest nights increasing 1.0% and domestic guest nights increasing 1.1%.

For more information click here.

Adventure Activities Update 13 August

Thursday, August 14th, 2014

The latest Worksafe New Zealand Adventure Activities Update Newsletter

The newsletter includes:
• Access to free Safety Advisers’ time limited
• Deadline for formalising contracts for financial support
• Adventure Activities Workshops
• Special information for clubs (and schools and education providers)
• Special information for contractors
• SGS next to be recognised

View the full newsletter here

Adventure registration – serious consequences

Saturday, August 2nd, 2014

All operators offering adventure tourism and outdoor activities which are covered by the adventure activities regulations must be audited and registered by 1 November 2014 or face serious consequences including WorkSafe fines of up to $250,000.

The Department of Conservation and Tourism New Zealand have advised that after 1 November they will not work with adventure operators who are not compliant with the law. WorkSafe says it is also in touch with a range of other agencies including booking agents and advertisers, Maritime NZ, the Ministry of Education, Ministry of Primary Industries, New Zealand Police and ACC to ensure unregistered operators can be identified by its inspectors. It is up to operators to determine whether or not they are covered by the regulations.

For more information, email WorkSafe aao@worksafe.govt.nz, contact TIA on 0800 TIA HELP (0800 842 4357), email rachael.moore@tianz.org.nz or visit the SupportAdventure website.

Practical safety audit workshops

TIA is running a series of practical workshops to help operators document their safety management systems (SMS) in preparation for their adventure safety audits. The workshops will be free. TIA will announce workshop dates and locations shortly.

Source: TIA Newsletter 1 August 2014