North America
In the geographically large markets of the United States and
Canada, New Zealand is a relatively little-known holiday
destination. However, of all our international visitors, those from
the US are the most satisfied with their New Zealand holidays.
Visitors from the US rate New Zealand's environment and the
activities we have on offer more highly than other markets, showing
that New Zealand's offering as a destination fits well with
Americans from our target market. In particular New Zealand has
very strong appeal as a niche destination among North American
travellers interested in the outdoors, adventure and culture.
Despite being our third-largest visitor market, New Zealand
continues to attract only a tiny proportion of US outbound
travellers and awareness remains low. In Canada, interest in New
Zealand was strong following the launch of Air New Zealand's direct
flights to Vancouver in 2007, but has dropped back in the aftermath
of the global economic downturn.
Reversing the downward trend in each of these markets is a
priority for Tourism New Zealand, who will be working closely with
industry partners to maximise effectiveness of its North American
budget over the coming year. Work underway in the US in conjunction
with Air New Zealand is aimed at growing our market share and
increasing visitor arrivals.
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The US is New Zealand's third largest visitor market in terms of both visitor arrivals and expenditure, but lack of awareness is a major challenge.
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Between 1999 and 2008 total visitor arrivals from Canada increased by 60 per cent. Much of this growth has been due to direct air services launched for the first...
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Last Updated on: 26 March 2010
Tourism New Zealand's North American team is based in Los Angeles. The LA office manages trade, marketing and Tourism New Zealand's PR activity for both the US and Canada....
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