There's too much to miss for younger travellers

Last Updated on: 28 June 2011

This page contains video content, which you are unfortunately not able to view in this browser without version 9 or higher of the flash plugin (which you can download from Adobe here) and with javascript enabled.

Other Videos

Tourism New Zealand is rolling out a new youth specific strategy within the New Zealand 100% Pure You campaign in major markets around the world with the message, 'There's Too Much To Miss' if they don't visit New Zealand.

General Manager Marketing Communications Justin Watson says a dedicated strategy to target the youth market is important because they are valuable visitors representing 24 per cent of annual visitor arrivals.

"They stay for a long time, spend well, travel far and wide and provide long term benefits to New Zealand as they often return later in life."

The campaign, targeting 18-29 year olds, has been developed in conjunction with the Backpacker, Youth and Adventure Travel Association (BYATA) and seeks to regain ground that has been lost in recent years to the likes of South East Asia and South America.

To date the campaign has been underpinned by core online display and search activity that has been running in the UK, Germany, Netherlands, Scandinavia, USA and Canada since April.  A large amount of this activity has been partnered with travel sellers, ensuring New Zealand has a presence during an important booking period. In the UK, Tourism New Zealand's 12-month partnership with STA UK featuring direct to consumer advertising as well as agent training and incentives has seen a positive uplift in sales. 

From August onwards a series of additional activities will roll out around the world, both online and offline, to visually show the travelling youth market what is on offer through the eyes of their peers. Tourism New Zealand is also attending the World Youth and Student Travel Conference (WYSTC), the most important trade show for the sector, in Barcelona with six operators during September.

"To our target market, New Zealand is like the Holy Grail, the ultimate destination for backpackers, primarily due to the incredible array of diverse experiences that can so easily be had in such an accessible country, said Mr Watson.

"Basically we're saying 'there's too much to miss if you don't make it to New Zealand and there's too much to miss if you don't experience New Zealand while you're young."