The Youth sector, aged between 18- 29 years, represents
significant growth opportunities to the New Zealand tourism
industry. Accounting for nearly 25 per cent of annual arrivals, the
youth traveller typically stays here longer, travels widely and
gets involved in a range of activities, meaning they are likely to
spend more while they are here. They also present future tourism
opportunities as they are more likely to return with their families
in later years.
In recognition of how influential this market is, Tourism New
Zealand has significantly increased their presence within the Youth
sector since 2010. A specialist youth focused team has been
established to market tourism to the youth market. This team lead
Tourism New Zealand's investment in youth-specific marketing
communications and collaboration with the youth focused travel
industry both within New Zealand and off-shore.
Activity targets this sector through the UK, Germany, USA and
Canada as well as the transient backpackers in Australia. This will
be extended through to Asian markets in the future. However, the
global youth markets predisposition to share information through
social and digital media will ensure that all activity resonates on
a global scale, irrespective of geographical constraints.
The Youth marketing team contact at Tourism New Zealand is
Kellie Larson (Marketing Manager - Youth) Kellie.Larson@tnz.govt.nz.