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Change to Premium Team structure

Capturing greater value from the lucrative premium sector is an important component of Tourism New Zealand's strategy, with targeted funding provided by the Government in the 2013 budget to support new initiatives to attract very high value visitors.

A great deal has already been achieved. Tourism New Zealand instigated a deeper level of engagement with the industry's premium stakeholders, improving our understanding of this niche sector and allowing us to build a robust strategic approach. This work culminated in a published Premium Strategy with clearly identified activity streams. New premium specialists roles are in place both in New Zealand and offshore, with campaign activity, trade and media famils, and sales calls already underway in key markets.

Director of Trade, PR and Major Events, Justin Watson says with the focus now shifting from strategy to implementation, Tourism New Zealand has reviewed the structure of the premium team to ensure it is right for this next stage of development.

"We have identified that more accountability and ownership needs to sit with the in-market teams rather than in New Zealand to really connect us with our customers. New Zealand based team members remain critical in supporting the offshore efforts and co-ordinating with the New Zealand premium sector.

"The result of this shift in focus means that the Sector Manager-Premium role, held by Sam Russell is no longer required. Sam has made a significant contribution to the development of our strategy and has recruited a strong team to take us to the next level. His expertise in the premium market has added valuable insight to our activities, with strong connections established with key partners. We thank Sam for his passion and contribution and wish him well for his next challenge."

Ariane Kuebler, Programme Manager-Premium is now the lead contact for the New Zealand industry.