Special Interest sectors, such as golf tourism or cycling tourism, refers to activities that have both a high personal appeal to travellers and can be the main reason for why they choose a certain type of holiday. Targeting Special Interest travellers is a key priority for Tourism New Zealand as our research shows that visitors who participate in Special Interest activities spend more and stay longer than average visitors.
Tourism New Zealand has conducted significant research in its target markets and has identified that New Zealand has a point of difference in a number of special interest areas and can offer a unique holiday experience, for travellers who enjoy the following:
Through further research and consultation with the industry, Tourism New Zealand has identified New Zealand's unique selling proposition, the things that motivate our audience and their barriers to travel. This information has helped shape our approach to marketing the country's compelling, world-class product.
Tourism New Zealand will achieve growth in the market by working closely with the relevant trade agents, attending trade shows, bringing sector media and opinion leaders to New Zealand to experience our product, and running marketing campaigns.
You can see Tourism New Zealand's Special Interest strategy presentation here.