NZ a standout destination in luxury network

Luxury yachts moored in Westhaven Marina. Photo / Chris Gorman

High-end travellers flocking here for safe, authentic experience, say specialist agents.

The head of one of the world's top luxury travel networks says New Zealand is leading the way in appealing to high-end travellers who are flocking to this country.

Virtuoso, with more than 9000 travel advisers around the globe and a turnover in excess of US$14 billion ($18.6 billion) in annual travel sales is building up its presence here and chief executive and chairman Matthew Upchurch said this country was one of the hottest destinations for high net worth tourists.

"I feel that what has happened is that the evolution of the psychology of luxury has caught up with what New Zealand is - we've been seeing it coming for a number of years. There's been a move away from old luxury - flash, over the top opulence."

Buzzwords were now authenticity, nature, bespoke, and emotional experiences, all of which New Zealand was strong on, he said. For the first three months of this year New Zealand is Virtuoso's third top selling destination globally, and has achieved the second highest growth behind Singapore. Virtuoso's sales in this country are up 95 per cent year on year to $100 million.

Corporate jet service company AirCenter One says this is their busiest summer ever.

"They're coming from all around the place, China, Europe and the United States - there's a realisation that New Zealand is a safe place and a bit different," said the company's founder, Rob Leach.

AirCenter One was doubling the size of its Auckland base to cope with the growing number of private jets. The use of ultra-long range business jets is expected to rise 8.6 per cent globally this year.

Asia Pacific Superyachts NZ provides services for the mega-rich and has said it is having the busiest summer in 12 years.

Upchurch said safety in New Zealand was taken for granted.

"That is so synonymous that they don't even think about it, the perception of New Zealand is that of being accessible and safe."

Tourism New Zealand aims to increase the number of wealthy visitors to this country.

The government organisation, which markets New Zealand to the world, has targeted markets based on the highest concentration of high net worth individuals with liquid assets of at least US$5 million.