Tourism New Zealand rolls out its fouryear strategy

first_imgTourism New Zealand has released its new strategy for the next four years with greater focus on increasing international tourism in the regions and shoulder seasons and working with partners to improve experiences for visitors and Kiwis.Tourism New Zealand’s Acting Chief Executive, Brighid Kelly, said that tourist arrivals are now 3.5 million a year. They are spending $14.5 billion making the tourism industry the biggest export earner in the country.The strategy has a mission to boost New Zealand’s economy by growing the value of international visitors. It is supported by three priorities:Target near and long-term value including shoulder season and regional growth. Strategically manage our markets and sectors. Work with industry to improve experiences for visitors and Kiwis.“This new strategy is about taking a longer term approach to growing the value of international visitors. The main changes from the previous strategy are a focus on attracting visitors to new regions, encouraging them to arrive during off-peak seasons (that had initial success with shoulder season growing two percent more than peak season in the last financial year) and working with the industry and government to improve the tourism experience for visitors and New Zealanders,” informed Kelly.Over the next four years, Tourism New Zealand will pursue regional dispersal through region-specific campaigns as well as targeting special interest visitors such as cyclists, golfers and backpackers who visit more regions.Kelly also briefed that the most important part of tourism is the experience visitors have while visiting the destination. “We will work with industry and government partners and share insights and skills as the ‘Voice of the Visitor’ to make sure tourists keep having world-class experiences and become unofficial brand ambassadors at home,” he added.The strategy will be given shape by the annual business plans and a series of initiatives to be achieved over the next four years.last_img

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