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Market Trends

The main focus for Tourism New Zealand in the UK market is converting the high preference created by the Hobbit Trilogy through marketing, trade and public relations activity.

Major sporting events, such as the British & Irish Lions Tour, have strong appeal in this market and we leverage these to grow shoulder season arrivals.

Special Interest areas, such as walking and cycling, are also important in the growth of off-peak travel from the UK. A big push is also happening in the Premium space, as the UK has always been strong in this sector. 


Key Indicators

Exchange Rate vs NZD: GBP1 = NZD 1.95335 (April 2015)
Expected GDP Growth:   +2.7% for 2015 (est.)

Data sources:
www.imf.org (GDP Growth)
www.xe.com (Exchange rates)

For more detailed information on the UK economy, visit www.economist.com or read the economic analysis in New Zealand Trade and Enterprise's UK country guide.

Outbound Travel

According to Tourism New Zealand research, members of our target market in the UK are looking for a holiday destination where they can have fun, learn, relax and explore new things.

Younger travellers from our target market in the UK are more likely to value reducing stress, escaping everyday life, and having excitement and adventure.

Airline Update

New Zealand is well serviced with air capacity from the United Kingdom.

Air New Zealand provides services via Los Angeles daily, via Singapore through the alliance with Singapore Airlines, also San Francisco, Vancouver and Hong Kong (via Cathay Pacific code share).

A number of carriers offer one/two stop services via Asia (Singapore, Hong Kong, Korea, Malaysia, Thailand, China) and Middle Eastern carriers also offer options via UAE and Australia.

Multi-stop and code-share options are also popular, particularly amongst youth travellers on round the world fares or taking a gap year.

Fare levels fluctuate across the year depending on season and demand. The strong northbound traffic, fare increases, increases in taxation (APD) and fuel surcharges have seen fares return to pre-recession levels (GBP 1000+) over much of the year.

Cruise Update

The UK cruise market is on the upturn and cruise numbers continue to grow, with new capacity being added worldwide.

Competitor Activity

Australia and Canada are New Zealand's main competitors by quite some distance, coming in as the top two preferred destinations for UK travellers. Closer, warmer, cheaper destinations also appear to be of greatest appeal to British travellers at present. The strengthening of the British pound is seeing travel to Europe again affordable and popular. Deals and all inclusive holidays (cruise included) are popular forms. Turkey and other sun destinations on the edge of the Eurozone have experienced strong growth.