Tourism New Zealand’s Chief Executive Kevin Bowler says the increase in Government investment for tourism is a game changer that will see significant value delivered to the New Zealand economy. Prime Minister John Key released more details of the direction for the new tourism funding at a press conference in Auckland on Tuesday, the eve of the country’s largest annual trade event – TRENZ.
Tourism New Zealand will receive an additional $ 29.5m in the 2014-15 year commencing 1 July, taking its total budget to $ 113m.
Bowler said the extra $ 29.5m funding will be committed across four key areas of Tourism New Zealand’s business: international business events, emerging markets, high-value premium travel and the up-scaling of specific activity in core markets.
“By delivering in these areas, the focus is firmly on generating value for the industry now but also, investing for the industry’s future,” he said. “This coming year will see Tourism New Zealand focus more closely on the international business events sector as a means of attracting higher-value visitors. This will involve promotion of what New Zealand can currently offer as well as preparing for the expected delivery of new conference facilities in Auckland, Christchurch, and Queenstown.”
“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.
“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.
“Finally, this increase in funding will also enable us to upgrade our existing activity in core markets by investing in specific initiatives which have been identified as having the greatest potential for delivering extra value.
“For example, we will be able to extend our leverage of New Zealand’s connection to The Hobbit Trilogy, increase our investment in the Premier Kiwi Partnership program in China, and expand our promotion of special interests like cycling and golf,” he added. Tourism New Zealand will run a series of forums around the country in June, to share how it will implement its new marketing strategy in much more detail.