TNZ puts money where its pedals are

TNZ puts money where its pedals are

Tourism New Zealand (TNZ) has launched its cycling holiday campaign to the Australian market, and said it could be as lucrative as ski holidays.

The government has invested more than $80 million to develop cycle trails that range 2500 kilometres from the high north to the low south.

“All our paid advertising you will see in the marketplace will be some form of these amazing trails,” Tourism New Zealand general manager Australia Tony Saunders said.

TNZ reported that almost a quarter of Australians are open to the idea of cycling.

“We think it can be as popular as skiing winter holidays which attracts well over 100,000 Australian visitors every single year,” Saunders said.

TNZ believes its potential appeal centres on two specific market segments – the MAML (middle-aged men in lycra) and the mature aged Australian after an active holiday.

“The reason we think it can be that big is because of the diversity, the proximity of the experiences and the sheer excitement and awe you can have by taking one of the many trails,” Saunders said.

Email the Travel Weekly team at traveldesk@travelweekly.com.au

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