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South East Asia

South East Asia is an emerging market for Tourism New Zealand with significant growth predicted in the near future.

We are focused on leveraging the region’s potential to help spread visitation across the year. Many visitors from Indonesia, Malaysia, the Philippines and Singapore tend to travel in the off-peak shoulder seasons.

The region’s strong incentive travel market also helps boost arrivals during the off-peak shoulder seasons with incentive groups arriving in winter, spring and autumn. Incentive travel is when travel is used as a reward to motivate and or recognise people for performance. It is increasingly being used by employers.

We organise and participate in a number of offshore training and networking events with travel sellers each year which New Zealand regions and operators can take part in. Take a look at our event calendar for more information.

Indonesia

Market overview

Indonesia is a priority emerging market and arrivals from the South East Asian country continue to grow. Over 22,300 Indonesians visited New Zealand in the year ending August 2017, despite a tough economic environment and a severe weakening of the IDR currency.

Key insights

  • Tourism New Zealand’s target market segment in Indonesia is independent professionals.
  • A strong demand exists for outbound meetings, incentive, conferences and exhibitions (MICE) travel from Indonesia.

Marketing and trade activity

We target people in Indonesia who are actively considering coming to New Zealand through social media to promote our message of 'closeness'; how everything is within easy reach, allowing every day to become a different journey.

The campaign content addresses potential planning barriers with key messages such as ‘ease to get around’, 'top things to see and do' and amplifies 'friendly locals and safety' messages.

The 100% Pure New Zealand Specialist Programme is also active in Indonesia and helps increase travel agents’ knowledge of New Zealand.

Airline activity

  • Air New Zealand has a direct seasonal service which runs from June to October from Bali (Denpasar) to Auckland.
  • The alliance between Air New Zealand and Singapore Airlines continues to provide attractive options for travellers hubbing through Singapore.

More information

Exchange rates: www.xe.com

 GDP growth: www.economist.com

For more information on the Indonesia economy view the New Zealand Trade and Enterprise’s Indonesia market guide.

The Philippines

Market overview

More than 22,780 Filipinos visited New Zealand in the year ending August 2017, 29 per cent more than the previous year.

This increase in visitor arrivals from the Philippines is due to an emerging middle class and improved airline connectivity, making the Philippines an interesting market.

New Zealand is considered a premium destination in the Philippines as the cost of the tour packages is one of the highest amongst the different long haul destinations.

We manage trade development and public relations activities in the Philippines from our Singapore office.

Key insights

  • Travel agents remain the predominant booking method for New Zealand holidays in the Philippines.
  • The majority of Filipino travellers come to New Zealand on group tours, while a small number of them prefer free independent travel (FIT).
  • The peak travel periods for Filipinos are from April to June and October to December.
  • Our key target market in the Philippines is independent professionals.

Marketing and trade activity

Our PR activity in the Philippines focuses on aspects such as food and wine, nature, world class events, film, and Māori culture.

In June 2017 we launched the International Media Programme (IMP) in the Philippines. The programme brings local media representatives to New Zealand in the hope they will return home and produce compelling, high profile coverage to motivate our target market to travel to New Zealand.

Regular travel agent training sessions are held in the Philippines as part of the 100% Pure New Zealand Programme, which increases their knowledge of New Zealand. Selected travel agents are also brought to New Zealand on familiarisation (famil) trips to experience the product they are selling to their clients.

We have also partnered with Philippine Airlines to train the company’s agents on what New Zealand has to offer.

Airline activity

  • Philippine Airlines operates a Manila to Auckland (via Cairns) service four times a week.
  • There are also plenty of other one-stop connections to get from the Philippines to New Zealand with airlines such as Qantas, Cathay Pacific, Air New Zealand, and Singapore Airlines.

More information

Exchange rates: www.xe.com

GDP growth: www.economist.com

For more information on the Philippines economy view the New Zealand Trade and Enterprise’s Philippines market guide.

Malaysia

Market overview

Visitor arrivals from Malaysia more than doubled in the year ending August 2017, with over 56,510 Malaysians visiting New Zealand.

Malaysians enjoy the self-drive opportunities offered by New Zealand as a holiday destination, and with fewer seats available for group travel from Malaysia free independent travel (FIT) is becoming more popular.

Malaysia is also a strong market for incentive travel, with groups travelling in New Zealand's off-peak and shoulder seasons, helping to off-set seasonality issues.

We manage trade development and public relations activities in Malaysia from our Singapore office.

Key insights

  • Our target market segment in Malaysia is independent professionals.
  • Travel agents remain the primary mode of booking for travel packages in Malaysia, but there is a growing trend towards direct online booking for airfares and land packages.
  • Malaysia’s traditional peak travel seasons are: mid-November to the end of December; the last week of May to the first week of June; Hari Raya in July or October; Deepavali in early November; and around Chinese New Year.

Marketing, trade and PR activity

We hold regular travel agent trainings in Malaysia as part of the 100% Pure New Zealand Specialist Programme, which increases their knowledge of New Zealand.

Selected travel agents are also brought to New Zealand on familiarisation (famil) trips to experience the product they are selling to their clients.

We also run joint venture campaigns with airlines to increase travel to New Zealand in the off-peak shoulder seasons, and regularly pitch content to Malaysian media with a focus to tell a deeper story about a New Zealand holiday.

Airline activity

  • Direct flights to New Zealand are available from Malaysia with Singapore Airlines, Air New Zealand, Malaysia Airlines and Thai Airways.
  • Malaysia Airlines operates non-stop return services between Auckland and Kuala Lumpur daily over the summer peak period, and six days a week during the rest of the year.
  • The launch of Air Asia’s Kuala Lumpur to Auckland route (via Gold Coast) in March 2016 has created additional, good value capacity and has contributed to strong arrivals growth.

Singapore

Market overview

Singaporeans come to New Zealand to enjoy the open space, scenery and fresh air, with visitor arrivals topping 57,870 in the year ending August 2017.

Traditional peak travel seasons in Singapore are: mid-November to the end of December; the last week of May to the last week of June; Chinese New Year; Hari Raya in July or October; and Deepavali in early November.

Singapore’s luxury travel market offers considerable opportunity for New Zealand, with local demand of high end travel matching the Asian-wide upswing.

Key insights

  • Travel agents are still the primary mode of booking for travel packages, however there is a growing trend towards direct online booking for airfares and land packages.
  • There is an increasing trend of last-minute bookings due to online tactical fares and lower/more competitive land packages.
  • The majority of Singaporean travellers prefer free independent travel (FIT) over group tours.

Marketing, trade and PR activity

We often run joint venture campaigns with airlines, such as Singapore Airlines, Air New Zealand and Qantas, along with key trade partners to promote travel to New Zealand during the shoulder season and to drive conversions for New Zealand.

We also partner with Air New Zealand, Singapore Airlines and other trade partners for consumer events, trainings, and sales visits.

Regular in-market training sessions are held for travel agents in Singapore as part of the 100% Pure New Zealand Specialist Programme, which increases their knowledge of New Zealand. Selected travel agents are also brought to New Zealand on familiarisation (famil) trips to experience the product they are selling to their clients.

We also run an International Media Programme (IMP) in Singapore, actively hosting journalists in New Zealand with a focus to amplify paid advertising activity and tell a deeper story about New Zealand holidays.

Airline activity

  • The Air New Zealand and Singapore Airlines alliance means there are daily codeshare flights between Auckland and Singapore year-round.
  • Singapore Airlines also operates daily flights between Singapore and Christchurch, and a Singapore to Wellington (via Canberra) service which operates four times a week.
  • Malaysia Airlines and Thai Airways also provide regular direct flights to New Zealand.
  • Indirect flights from Singapore to New Zealand are available with Qantas, Virgin Australia, British Airways, Emirates, and Air Asia.
  • Competition between the different airlines creates attractive fares for Singaporeans.

More information

Exchange rates: www.xe.com

GDP growth: www.economist.com

For more information on the Singapore economy view the New Zealand Trade and Enterprise’s Singapore market guide.