Chile, Argentina and Brazil are all firmly in Tourism New
Zealand's sights as it evaluates the potential in small but growing
secondary markets.
Together, the three South American countries deliver about
21,000 international visitors each year, with more than 11,000 from
Brazil, 6,000 from Argentina and 4,000 from Chile traveling to New
Zealand in the year ending December 2009.
"With good airlinks - direct flights from Argentina and Chile,
and almost direct flights from San Paulo in Brazil - we have seen
some good visitor results recently and we know that the travel
trade in South America is interested in selling New Zealand," says
Tourism New Zealand Chief Executive Kevin Bowler.
In October last year, Tourism New Zealand Trade Development and
Product Development Managers visited South America on a
fact-finding mission.
While there, they talked to travel sellers, airlines, other New
Zealand Government agencies and public relations companies, to get
an all-round view of how New Zealand is viewed by South
Americans.
"Our team found that travel wholesalers, retailers and the
public have a general awareness of New Zealand, but sellers need
more information about our regions and products, and more training
to get up to speed on what New Zealand has to offer.
"It's a market we believe we can get more out of, particularly
with rugby links around Rugby World Cup 2011," says Kevin
Bowler.
As a result of the trip, Tourism New Zealand has increased its
South America budget to NZD100,000 and put together a trade
development plan for this financial year, which includes joint
venture advertising, webinar training for wholesale and retail
agents, a wholesale trade familiarisation visit and increased
collateral support.
Argentina is particularly keen on rugby and a large number have
signed up to Rugby New Zealand 2011's
Facebook site.
"Facebook gives us direct access to talk to rugby fans from
Argentina and we are working with Rugby New Zealand 2011 to make
sure we are telling them about all there is to do in New Zealand if
they make the trip here for the 2011 World Cup," Kevin Bowler
says.
Want to learn more about South America and our plans in these
markets?
Join us for a free online seminar on 22 February 2009. Get details and
register online now.