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Push to Attract More Visitors From Different Places

Jun 3rd, 2014 | By | Category: Front Page Layout, Latest News, News

AT FIRST glance, India, Indonesia and Latin America seem unlikely choices to be swamped with advertising promoting http___www.tourismnewzealand2New Zealand’s charms as a travel destination.

But they are being targeted by Tourism New Zealand because of their growing economies as well as increasing cultural and sporting ties with this country.

Hosting both the Cricket World Cup and U-20 Football World Cup next year will be free kicks to New Zealand in marketing terms.

Tourism New Zealand has an additional $30m per year for the next four years to increase visitor numbers and says it has also chosen to target these regions primarily because of their expanding economies and growing middle classes.

But despite TNZ’s optimism, there are also major obstacles to greatly increasing visitor numbers, with a lack of direct flights from Jakarta and only Chile’s LAN airline flying to New Zealand from South America.

And it’s not clear whether advertising and marketing really have much effect on people in countries so far away.

IMG_2223MaricioHeadMauricio Molina, (Left) 32, from Mar de Plata, Argentina, has been living in Wellington for six months and doubts that increased advertising will have a big effect on the number of his fellow Argentinians deciding to visit these shores.

“There are two types of people in my country. Those who love to travel and want to go everywhere and those who are into their careers and not interested in leaving Argentina at all,” he says.

He says he was persuaded to visit by a friend who had been here and had loved it.

“I am more inclined to be influenced by word of mouth and social media,” he says.

So how will success be measured at the end of three years of additional funding, marketing and strategy?

Tourism NZ Communications Manager Deborah Gray says the three year marketing strategy sets targets for each of the three emerging markets.

“They include targets for visitor arrivals as well as the number of people who consider New Zealand as their first or second preferred destination.

“Achieving these goals will be a measure of our success,” she says.

Current top 5 visitor countries to NZProposed visitor numbers



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