Tourism NZ digs deep to lure visitors

Tourism New Zealand is increasing its international marketing efforts to try to offset softening tourism numbers.

December month and full-year figures, out today, are expected to show the phenomenal growth in tourist arrivals enjoyed in recent years partly because of movies such as the Lord of the Rings trilogy and Whale Rider is continuing to wane. "It looks like the numbers will be, if not in the negatives, not high, not the amount of growth we've had in previous years," said Tourism NZ spokeswoman Cas Carter.

Tourism NZ chief executive George Hickton said issues facing the industry included a slowdown in the world economy, higher oil prices, the strong dollar and an increase in marketing spend by some tourism competitors. He also said the rapid increase in low-cost, short-haul airline activity in many parts of the world had affected demand for travel to long-haul destinations, including New Zealand. Australia was facing similar challenges.

Early signs that growth in tourist numbers was easing prompted the Government to allocate an extra $10 million in funding to Tourism NZ in the last Budget. With more challenges ahead, Hickton said, the extra cash would help keep the 100% Pure New Zealand brand in the minds of potential travellers in key markets.

"While we are retaining the successful 100% Pure New Zealand campaign, we have to keep coming up with new and innovative ideas to keep ahead of the growing competition from destinations like Canada, South America and the Caribbean," he said.

Initiatives included a $5 million media campaign in US focusing on cable news channel CNN, Discovery Channel and Public Broadcasting and a campaign in Japan next month to coincide with the launch of the new 100% Pure New Zealand translated website.

In the UK, Tourism NZ was wrapping another campaign around the New Zealand garden at the Chelsea Flower Show in London.

Hickton said the focus in Australia would include higher-spending visitors at food and wine events.

NEW CAMPAIGNS

* A $5 million spend on US TV ads on CNN, Discovery Channel and Public Broadcasting.

* A new Japanese campaign to tie in with the launch of the new 100% Pure New Zealand translated website.

* A new UK campaign to coincide with New Zealand's garden at the Chelsea Flower Show.

* A focus on big-spending Australians through food-and-wine events in Sydney and Melbourne and increased advertising in magazine, TV and cinema.