Tourism New Zealand has announced a series of campaigns to compensate for the marginal dip in Indian arrivals to the country. A major cause for the decrease in arrivals has been attributed to the withdrawal of Jet fleet from the market alongside other macroeconomic factors.
65,000 Indians visited New Zealand till November 2019. There was a decline of 6.5% as compared to the same period last year. Steven Dixon, Regional Trade Marketing Manager of Tourism New Zealand said “The drop is not a big concern for us as we have a relatively small base. With the type of campaign that the Tourism Board is launching in the market and the new TIP partnerships being forged, he hoped to reverse the trend and take the growth story back. “We have 700 specialist agents which is largest globally for any market. Our MICE mission has produced great results and have been able to convert approx. 9 million dollars last year.”
‘100% Pure Welcome – 100% Pure New Zealand’
The new brand campaign has been titled ‘100% Pure Welcome – 100% Pure New Zealand’. Other marketing strategies include the release of a new content series under ‘Good Morning World’, to inform Indian consumers that New Zealanders have only friendliness and hospitality to offer to their tourists.
Expansion of Tourism Industry Partnership (TIP)
Tourism New Zealand has expanded its Tourism Industry Partnership (TIP) by adding three new members to it. TIP is a system of trusted travel agents who will aid in the faster processing of visas. The TIP agreement signing was facilitated by Immigration New Zealand and the respective Travel Agencies in Delhi in the presence of Marcelle Foley, Head of Operations, Immigration New Zealand. With the addition of three new members, the total TIP members in India are now 6. Thomas Cook India, SOTC Travel and Kulin Kumar Holidays are the existing partners.
The new brand campaigns will be channeled through digital platforms like Google, Facebook, Instagram, Hotstar, etc.
