The UK was slower than all other major economies to emerge from recession and, while there are signs of improvement, recovery is expected to be slow and fragile. High...
Market Overview
New Zealand has long been a favourite holiday destination for
British travellers. More than a quarter of a million visit
annually, making the UK market second only to Australia for visitor
numbers and expenditure.
More than half of British visitors to New Zealand have already
been at least once before. Holiday visitors from the UK have the
third-longest median length of stay of all of our markets (20
days), after The Netherlands and Germany, and three-quarters of
British travellers visit regions beyond the main tourist
centres.
Almost all UK travellers use the Internet to research and book
travel. Around 80 per cent travel New Zealand fully- or
semi-independently, making most of their bookings as they travel
the country.
Arrivals from this market grew strongly between 1999 and 2005,
on the back of high-profile marketing activity and good word of
mouth. Since then interest in New Zealand has plateaued as new
destinations have come onto the radars of the well-travelled
British.
Although New Zealand remains popular - the destination regularly
wins top travel awards and is still on
the wish-lists of many travellers - we face new challenges,
including increased competition. New Zealand is seen as a trip of a
lifetime and that means consumers tend to save their time and money
so they can have the best possible trip here. Tourism
New Zealand's campaign work is focussed on making the dream of
a New Zealand holiday a reality by prompting consumers to 'book
now'.
With the Rugby
World Cup around the corner, it's time to make sure rugby fans
and travel sellers are starting to think about how to make that
'trip of a lifetime' trip happen in 2011.