United tourism market mooted

By GREG TOURELLE

SYDNEY - Should New Zealand be considered a domestic destination for Australians?

The notion has been exercising the minds of Australians lately as they struggle to match New Zealand's success at wooing overseas visitors.

"We are proposing to make New Zealand a domestic market from a marketing and promotional perspective," Australian Tourism Minister Joe Hockey said last month.

He has hailed the 100% Pure New Zealand campaign as the best in the world.

The federal Government's green paper on tourism suggests that better integration of the markets of both countries could attract more tourists for both.

New Zealand tourism leaders said yesterday the idea was not without merit, but some things were off-limits.

Tourism Minister Mark Burton said in Sydney that there were already clear advantages in the two countries working together on regional tourism promotion.

But other areas were not suitable "because we are unique and sovereign nations and we [want to] preserve and promote our uniqueness in our marketing".

The 100% Pure campaign was working to New Zealand's advantage, "and we don't want in any way to take any attention from that".

Tourism New Zealand chief executive George Hickton described it as an attractive option.

"But we've got to get into the minds of the [Australian] consumer. And if they still want to have an international holiday then we'll give them one," he said.

"I just think they should stop charging 120 bucks every time someone leaves Sydney airport to come to New Zealand," said Mr Hickton, referring to the departure tax.

Tourism's contribution in foreign earnings to the New Zealand economy was $6.1 billion last year, a 17 per cent increase, he said.

Tourism was second only to dairying, generating 14 per cent of total earnings.

Australia is New Zealand's largest market, making up a third of all tourist arrivals.

Mr Hickton said the market was growing, but New Zealand's image still needed to "go up a notch" in Australia.

"Many Australians still think we are a long way behind."

- NZPA