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Auckland Tourism, Events and Economic Development

to leverage Japanese celebrity Naoyuki Shimizu, in his

role as an Auckland Ambassador. Naoyuki Shimizu is

a Japanese baseball star who retired last month to

Auckland.

Emerging markets: Indonesia, Latin

America and India

It is now two years since the establishment of Tourism

New Zealand’s emerging markets’ investment. Offices

and teams have been established in India, Indonesia

and Brazil, with activity now underway across the trade,

PR and marketing streams. The ICC Cricket World Cup

provided significant opportunity to raise New Zealand’s

profile in India, while the appointment of Indonesian

actor Joe Taslim as Tourism Ambassador has provided

positive inroads into Indonesia. The team in Brazil has

been given a significant boost for the year ahead with Air

New Zealand’s announcement of direct flights between

Buenos Aires and Auckland from December 2015. We are

working closely with Air New Zealand to maximise this

new opportunity.

By the end of the year, total arrivals from India were up

25.9 per cent, Indonesia up 5.7 per cent and Brazil up

11.9 per cent.

Sectors

Using the 100% Pure New Zealand – Naturally Beyond

Convention campaign, efforts to promote New Zealand

as an international business events destination have

gone from strength to strength. We have supported

58 international conference bids for FY15, valued at

$91.7 million to the economy. In addition, Tourism New

Zealand has supported 150 major incentive bids and

secured $25.6 million in incentive travel to New Zealand.

Data from the New Zealand Luxury Lodges Association

provides evidence of the progress made to attract high-

value premium visitors with spend up 20 per cent.

Tourism New Zealand also became the first national

tourism organisation to partner with the luxury travel

network Traveller Made which brings together 120

premium travel agencies. Partnership activity includes

online marketing, webinars, and a famil to New Zealand

led by the Traveller Made president.

Having upped our game in the premium sector, it was

rewarding to hear that New Zealand topped leading

US luxury travel agency Virtuoso’s annual ‘Hot List’,

winning the honour for the biggest year-on-year growth

in luxury travel.

A significant volume of new assets has been created

to support the promotion of special interest sectors

with new photography and video assets of the New

Zealand cycle trails, great walks and marquee golf

courses. The Golf Tourism New Zealand (GTNZ)

advisory group, formally established in July 2014, has

significantly increased our engagement with golf tour

operators, courses and RTOs. Our work to promote

New Zealand as a cycling destination was enhanced

when international mountain bike event “Crankworx”

was held in Rotorua (the first of three years for the

event) and attracted 750 of the world’s elite mountain

bikers. Tourism New Zealand’s activity focused on

showcasing New Zealand as a world class mountain

bike destination.

Organisational capability and culture

Tourism New Zealand has continued to support

the development of its people and culture through

a number of initiatives. Having cemented the

organisation’s mission, vision and values into the

everyday language of the business over the past

three years, we have completed this piece with the

identification of behaviours that represent how we act

when we are ‘at our best’. This work involved input from

all staff and was developed during the three regional

Miles Holden

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