Tourism Industry Aotearoa has welcomed the Government's new investment into the TNZ market, adding it was hugely positive.
TIA Chief Executive Rebecca Ingram said that the announcement of a NZD 13.5 million boost to help Tourism New Zealand (TNZ) market New Zealand to the world is hugely positive and will be widely welcomed by the industry.
“This latest boost enables us to get back in the game – supporting the industry’s collective efforts to attract visitors and positively build on tourism’s wider contribution to our economy.”
The increased funding will elevate our profile in key countries, and compliment the investments made by the wider tourism industry to market New Zealand internationally. To maximise the opportunity, Ingram said that the industry will be working with TNZ.
“We are pleased to confirm a new TIA - TNZ Marketing Group to jointly enhance the performance of our international marketing. The Group will be established over the coming weeks,” said Ingram.
The announcement was made by Tourism and Hospitality Minister Hon Louise Upston, who said encouraging more visitors will mean more spending in shops, visitors to attractions, more jobs and will drive economic growth.
The initial investment will include a focus on encouraging visitors from China, Australia, the United States, India, Germany and South Korea. Upston said that in these countries and beyond, there are millions of people actively considering coming and experiencing all New Zealand has to offer.
The Minister reiterated that international marketing works, with around 14 percent of international holiday visitors already being directly influenced by Tourism NZ’s marketing activity.
“We want to grow that influence. Our international visitor spending and visitor numbers have been rebuilding strongly, and we must make the most of that momentum,” she said.
“The $13.5 million announced is estimated to result in more than 23,000 additional international visitors and spending an extra $100 million across the country.”
Upston added that it will be a major boost, not just for tourism and hospitality providers, but in regions and communities throughout the country. She said there have been encouraging signs coming through from the ‘Everyone Must Go!’
“It is important that we leverage our combined efforts. For example, in just a couple of weeks the industry will host TRENZ in Rotorua, where NZ tourism businesses and travel buyers from more than 25 countries will hold over 16,000 business meetings across the two and a half days. TRENZ is New Zealand tourism’s moment to shine. These conversations will lay the groundwork for tourism export growth for years to come.”
“It makes sense for the IVL to support near term needs including a surge in marketing efforts of New Zealand, alongside investment in tourism infrastructure and conservation. “
“We are keen to also see a strategic investment plan for the IVL that maps out how this valuable revenue will be utilised alongside existing essential core Crown funding. We look forward to working with the Minister to develop these plans when appropriate,” Ingram added.
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