Through the development of Tourism New Zealand's three-year marketing strategy, three key emerging markets were identified as holding significant potential for New Zealand in the longer term. These markets are India, Indonesia and Latin America. Their strong economies are leading to an emerging middle class and growth in personal spending power, resulting in outbound travel from these countries growing exponentially.
Tourism New Zealand is committed to investing early (i.e. at a higher level than the current visitor numbers would justify) within these markets to build demand and to provide leadership and support for New Zealand tourism businesses. Investing ahead of the curve will also accelerate the development of quality visitor arrivals from these markets.
We have structured our teams in these countries to service the markets effectively. We have expanded our India based team and confirmed a team in Indonesia and Latin America, appointing a Country Manager, Marketing Communications Manager and PR Manager in all markets. The new appointments mean we will be well placed to maximise the opportunities available from these growing markets.