Indian arrivals to New Zealand are steadily growing (for the year ending August 2016 total arrivals were 48,720 up 12.3% on the previous year).
The Indian market has two peaks of visitation to New Zealand. Independent professionals (with honeymooners a subset of this segment) tend to travel from October to March and family arrivals peak from April to June. This makes the India market very attractive to the New Zealand tourism industry as it helps to offset seasonality issues.
There are no direct air services between New Zealand and India, however there are a range of options for Indian travellers to reach New Zealand via Asian hubs. The top three hubs for Indian travellers are Singapore, Kuala Lumpur and Bangkok with Singapore Airlines, Malaysia Airlines and Thai Airways. In peak season high load factors and limited new capacity from these hubs to New Zealand is a key constraint to growth in the Indian market.
India provides New Zealand with enormous promise and opportunity in the longer term as a valuable source market. India was the market that was identified most strongly by industry surveyed as a market that should be given greater priority.
With the development of the emerging markets strategy, Tourism New Zealand has significantly increased its investment and expanded its programme across the full range of the marketing mix.
In FY16 the appointment of Bollywood actor Sidharth Malhotra as TNZ’s Tourism Ambassador in India significantly helped New Zealand to achieve greater brand visibility in the market. Increasing brand visibility and driving consumer preference for New Zealand is critical and will be the focus of our work in FY17. Tourism New Zealand will continue to explore Bollywood/celebrity influencer opportunities to help profile New Zealand to Independent Professionals and to drive demand during shoulder seasons through the early launch of brand, trade and airline campaigns.