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India

Market overview

India is a priority emerging market for New Zealand. The market has demonstrated strong growth, with holiday arrivals doubling in the past five years.

The Indian market’s preference to travel in New Zealand's autumn and spring shoulder seasons makes it an important market to help spread tourist visitation across the year, and the Indian visitors’ propensity to engage in a high number of activities makes it very valuable.

Key insights

  • Tourism New Zealand’s key target segment in India is independent professionals
  • Long haul travel planning and booking continues to be dominated by travel agents (approximately 80 per cent of transactions).
  • New Zealand is a popular destination for those seeking self-drive itineraries and for honeymooners.
  • Free Independent Travellers (FIT) currently make up around 60 per cent of New Zealand's Indian visitors and this sector is increasing more rapidly than group travel.
  • Over half of Indian visitors travel outside the main regions.
  • Most Indian holiday arrivals are first time visitors to New Zealand and around three-quarters will combine their trip to New Zealand with another destination.

Marketing and trade activity

We target people in India who are actively considering coming to New Zealand via trade, marketing and public relations activity using the 100% Pure New Zealand campaign platform.

Joint venture marketing campaigns are conducted with Air New Zealand, Singapore Airlines and Thai Airways, as well as Indian travel agent partners.

Brand marketing activity in India is focused on highly targeted digital campaigns using platforms such as Facebook and Google.

Tourism New Zealand holds regular training sessions with Indian travel agents to ensure they can sell travel to New Zealand effectively during the shoulder seasons. This includes a focus on the 100% Pure New Zealand Specialist Programme, in-market trade training, and hosting Tourism New Zealand led events, such as Kiwi Link India which helps connect the New Zealand industry with the Indian travel trade.

60% of Indian visitors to NZ are free independent travellers.

Our public relations activity aims to educate and tell a deeper story about a New Zealand holiday. We do this via hosting key outlets on familiarisations through our International Media Programme, as well as media events in market and a year-round newsroom programme.

We organise and participate in many offshore training and networking events with travel sellers each year which New Zealand regions and operators can take part in. Take a look at our event calendar for more information.

Airline activity

While there are no non-stop flights from India there are a range of options for Indian travellers to reach New Zealand via other Asian hubs. The top three hubs for Indian travellers are Singapore, Kuala Lumpur and Bangkok with Singapore Airlines/Air New Zealand, Malaysia Airlines and Thai Airways operating services on those routes.

Tourism New Zealand works closely with these airlines and airports to unlock capacity via the execution of joint venture trade and consumer campaigns and accelerating the establishment of a direct flight between India and New Zealand remains a key priority.

More information

Exchange rates: www.xe.com

GDP growth: www.economist.com

For more information on the Indian economy view the New Zealand Trade and Enterprise’s India market guide.