Tourism body woos US market

By SIMON HENDERY

Tourism New Zealand has devised a $2 million marketing plan aimed at countering fallout from the United States terror attacks.

The Government-funded Tourism Board is shifting money out of long-term projects and into "tactical campaigns" in three key markets - the US, Japan and Australia.

The organisation had previously said it was likely to steer its marketing efforts away from the US because Americans had been scared off air travel in the wake of the terror attacks.

But Tourism NZ chief executive George Hickton said yesterday a 12-city promotion planned jointly with the Australian Tourism Commission would have increased impact because a high percentage of US travellers visited both countries.

"We're only concentrating on the west coast so they don't have to use domestic flights," he said.

"And Americans are still flying out here now - it's not as if they are all staying home. There is a potential market there."

In an effort to encourage Australians to travel here, Tourism NZ is joining with regional tourism organisations to promote travel packages.

And a "reassurance" campaign in Japan will push the message that New Zealand is a safe destination.

Funding for the campaigns would come from money previously earmarked for "brand work".

For example, glossy magazine advertising pushing the "100% Pure" message would be replaced with newspaper ads selling specific travel deals.

Mr Hickton said the tourism industry should plan for a reduction in overall visitor numbers of 5 per cent this summer season.

He said the Tourism Action Group's earlier prediction that tourist numbers would be down by 10 per cent for the rest of the calendar year remained realistic.