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Hot Topic NBR Focus: GMO
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Funding boost to lure Australian visitors

A $10 million tourism marketing fund will be split between eight regions to lure more Australian visitors to New Zealand.The government, through Tourism New Zealand, will contribute $5 million and Regional Tourism Organisations (RTO) and private sector fu

Andrea Deuchrass
Thu, 21 Jan 2010

A $10 million tourism marketing fund will be split between eight regions to lure more Australian visitors to New Zealand.

The government, through Tourism New Zealand, will contribute $5 million and Regional Tourism Organisations (RTO) and private sector funding will make up the rest.

Chair of Regional Tourism Organisations New Zealand (RTONZ) Don Gunn said the joint venture represented a new era in regional marketing offshore and the government investment would be a fantastic boost to New Zealand tourism.

Tourism Industry Association chief executive Tim Cossar said the international marketplace was very competitive and New Zealand needed to do all it could to be heard.

“Joint venture marketing projects like this are the way of the future and the industry is keen to keep working with the government to maximise our marketing investment.”

Mr Cossar said international visitors spent about $25 million every day of the year, on attractions, accommodation and transport, restaurants and wineries, bars, cinemas, theatres, retail outlets, supermarkets and hairdressers.

“Those visitors then go home and spread the word about New Zealand and its products, further benefiting our export sectors,” he said.

Prime Minister and Tourism Minister John Key said it was an opportunity for the regions to use their distinctive selling points to attract Australians while ensuring it is coordinated with the 100% Pure New Zealand marketing campaign.

"It is also a valuable opportunity to market experiences, seasons and occasions that are unique to a region.”

Research carried out by Clemenger BBDO for Positively Wellington Tourism (PWT) found that over three quarters of metropolitan Australians who visited New Zealand’s capital wanted to return, but people who had never visited knew little about the city.

The market research focused on Australians on the eastern seaboard and found 82% of Wellington’s target tourist market were interested in taking a New Zealand short break within the next two years.

Chief executive David Perks said it needed to ensure those people chose Wellington.

Wellington will launch a $2 million campaign with funds from the joint venture ($1 million from the government), involving surrounding regions Hutt City, Wairarapa, Marlborough and Taranaki.

 The following government funds were allocated to these regions:

  • Auckland ($1,000,000)
  • Hamilton/Waikato, Bay of Plenty and Dunedin ($250,000)
  • Destination Rotorua Tourism Marketing ($600,000)
  • Central Park (Rotorua, Taupo, Bay of Plenty, Hawkes Bay, Ruapehu, Coromandel) ($442,000)
  • Wellington, Wairarapa, Taranaki and Marlborough ($1,000,000)
  • Canterbury ($775,000)
  • Queenstown and Lake Wanaka ($463,000)
  • Ski Tourism ($370,000)
  • RTO Campaign Tracking research($100,000)
Andrea Deuchrass
Thu, 21 Jan 2010
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Funding boost to lure Australian visitors
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