Local sights could bring more flights

Rotorua is hoping to develop a new international tourism market.

Rotorua's iconic visitor sights and attractions could help open up a lucrative new international tourism market.

The city is currently hosting a large group comprising some of Europe's top travel agents, part of a marketing programme to promote the destination to emerging markets.

The group, which arrived on Sunday, comprises 60 top agents from European countries, most from Germany and Austria. It will be hosted by Destination Rotorua and its tourism partners.

The travel company involved in the special incentive "famil" (familiarisation visit), Meier's Weltreisen, is the second largest wholesale travel business in Germany.

Destination Rotorua trade marketing manager Patrick Dault said Meier's was an important tourism partner for New Zealand and Rotorua.

Germany is New Zealand's sixth largest tourism market, with German visitors staying an average 48 days on holiday in the country and spending an average of $4200 per visitor.

Mr Dault said the German tourism market had room for more growth with opportunities for further increasing the average length of stay and spend.

"One of our challenges is to improve the awareness of Rotorua and knowledge of what our destination offers, not only with our tourism products, but also our unique experiences."

Mr Dault said the familiarisation trip, which had been organised in conjunction with Tourism New Zealand, was a great way to showcase Rotorua as a destination to key travel agents, who would in turn be able to promote Rotorua and New Zealand to prospective travellers. "We want to feature some of our iconic products and landscapes, such as Mount Tarawera," he said.