Additional funding of NZD20 million announced today by Prime
Minister and Minister of Tourism John Key is expected to bring up
to around 45,000 additional visitors to New Zealand through
increased marketing efforts, Tourism New Zealand says.
The additional money is the first significant funding increase
Tourism New Zealand has received since it was established as the
New Zealand Tourism Board in 1991. At that time Tourism New Zealand
received annual base line funding of NZD55 million, which was
increased to NZD69 million in 2007.
The additional investment for the tourism industry would bring
an additional NZD125 million into the country over the next year as
a result of increased international visitation.
Tourism New Zealand Chief Executive George Hickton said the
additional investment would be primarily directed toward three
markets: the US, China and UK/Europe and on further joint venture
work in Australia.
The additional investment for UK/Europe will be focused on
growing and developing European markets.
Additional funding in China will go towards stimulating more
outbound travel to New Zealand from Shanghai's large and growing
middle class, as well as developing the Beijing market. The
additional investment will give New Zealand an opportunity to
operate larger campaigns for longer in a market which shows
considerable opportunities to develop.
Tourism New Zealand and Air New Zealand believe that New Zealand
could make a much greater impact in the US market if New Zealand
put in the right level of investment.
"Tourism New Zealand and Air New Zealand have been working
together on a plan for the US market for some time and this
additional funding means we will shortly be able to announce
further details of that project," George Hickton said.
Other partner relationships will also be announced shortly now
that the funding has been confirmed.
Some of the additional investment in marketing New Zealand will
be put into new campaign work almost immediately to help bolster
the peak summer season for the industry.
"The additional funding will also allow Tourism New Zealand to
continue marketing year-round in Australia and to look for further
joint venture opportunities, particularly with Regional Tourism
Organisation partners," George Hickton said.
Read the Prime
Minister's media statement about the funding boost
For further information please contact:
Cas Carter on 021915410