With around 80 million people actively thinking about a New Zealand holiday we can’t target them all so we take a strategic approach.
This includes looking at:
- how best to manage established markets and sectors to maintain growth
- seizing opportunities to grow markets, while also taking a future-focused position
- investing in selected emerging markets and sectors to realise potential value in the medium- to long-term.
Based on this our target markets are arranged into three different ‘horizons’ of near-term value, medium-term growth and long-term development. Within each market we prioritise investment and activities relevant to the stage the market is in.