The funding boost handed to Tourism New Zealand will enable the agency to focus on emerging countries in addition to maintaining investment in its traditional source markets and targeting niche segments, its chief executive has said.
Speaking at the opening of TRENZ in Auckland today, Kevin Bowler said there were “good growth opportunities” in India, Indonesia and South America that will be exploited.
But he said funding would be maintained in traditional source countries such as the UK.
The windfall will ensure such marketing is not “compromised”, he said.
The comments came after Tourism NZ was handed $158 million over four years, including an additional $29.5m in 2014/15.
Attracting international business events and high-spending leisure tourists will also feature heavily in its plans.
“We now have sufficient funding to establish a significant presence in the emerging markets of India, Indonesia and Latin America, where effort and investment is required now to capture future growth and secure a strong future position for the New Zealand tourism industry,” Bowler said.
“There are also enhanced plans in place for targeting high end, high value visitors.
“We will work with premium tourism operators to ensure this niche is developed to its full potential leveraging New Zealand’s fantastic high end accommodation, transport providers and attractions.”
The windfall was a “game changer”, Bowler added.
More details of how the cash will be spent will be revealed in June.
