Our activity promotes New Zealand as a 'Naturally diverse winter wonderland' because our ski fields offer everything from uncrowded gentle slopes for beginners to heli-skiing and black runs for the more adventurous, all within easy reach of luxury lodges and a plethora of off-mountain activities.
For visitors from Asia, New Zealand has the benefit of being opposite in season to their own, meaning that these visitors can swap the heat of summer for a winter wonderland.
For trans-Tasman travellers, New Zealand has the benefit of close proximity and easy access to other adventure or social activities.
What do we know about this sector of travellers?
- Australia is New Zealand's largest international source market for ski and snow sports. Approximately 65,000 Australian holiday visitors (16%) ski while in New Zealand (YE March 2012).
- Outside of December, ski and snow represents a peak season for Australian holiday arrivals.
- Almost two-thirds of the Australian ski market are people aged between 15 and 34.
- Ski is also very popular with South East Asian markets - 8.2 per cent of Singaporean holiday tourists and 4.1 per cent of Malaysian holiday tourists participate in some form of snow sports while in New Zealand.
- The UK also has relatively high ski participation at 5.3 per cent and would be New Zealand's second largest ski market by volume behind Australia.
- Ski and snow visitors to newzealand.com are not solely interested in ski. They are also interested in a wide range of New Zealand activities with top activity searches including bungy, boat cruises, abseiling, and cultural activities. Top articles read by ski and snow visitors include walking and hiking, national parks, and volcanic and geothermal attractions.
Tourism New Zealand has undertaken in-depth ski research for the Australian market, which can be accessed here.
Who are we targeting?
- Young Adventurers and slightly older independent professionals from Australia, as both groups tend to be 'work hard, study hard, train hard, play hard' types. They typically travel with other people, most likely their partner and/or a group of friends who are travelling specifically to ski or snowboard. Along with skiing, they partake in other activities such as bungy jumping, jet boat rides and mountain biking and after-ski socialising, eating and drinking.
- Young Adventurers from Japan, Singapore and Korea who share much in common with the Australian target groups, although their after-ski activities tend to centre more around eating and relaxing, such as soaking in hot pools, shopping and enjoying vineyard lunches.
Key insight and our points of difference
These visitors want to pack as much in as possible into their holiday, so a choice in non-ski activities are just as important to them as the skiing itself. New Zealand's points of difference are:
- Accessibility (to ski fields)
- Diversity (of winter experiences)
- Proximity (to other non-ski activities)
The world has many great ski locations and we need to establish New Zealand as an iconic destination by making visitors aware of the variety of the slopes available, from beginner to expert, and the diverse range of after-ski and off-mountain activities in close proximity to our ski fields.
Who are we working with?
See New Zealand's Ski offering on newzealand.com.