Following the global outbreak of COVID-19, New Zealand's borders were closed from March 2020 to most international visitors, which had a considerable impact on New Zealand's tourism sector. In April 2020 Tourism New Zealand was asked to help kickstart domestic tourism to help the sector get back on its feet and help restart New Zealand’s economy.
Did you know, before COVID-19, 60 percent ($23.7 billion) of New Zealand’s tourism expenditure came from New Zealanders getting out and experiencing their own country? New Zealanders also previously spent $9 billion on overseas travel per year. Capturing a portion of this spend domestically while our borders are closed will be critical to the sector’s recovery.
Domestic activity plan
Tourism New Zealand’s activity is driven by ongoing insights about the domestic consumer. We are also working with a range of stakeholders, agencies and industry to ensure this work is a success. Here is an outline of our planned activity for the next three months:
- Content partnerships with key media outlets - launched May 2020.
- Industry webinar series.
- Potential joint ventures with commercial partners.
- Domestic version of newzealand.com – launched June 2020.
- Social media campaign.
- Do Something New New Zealand incl School Holidays campaign – in market 7 September to 25 October.
- City Breaks content campaign – in market 21 October to 15 November.
- Do Something New, New Zealand campervan campaign – in market 26 October to 29 November.
- DGiT tool – live November.
- Do Something New New Zealand Summer campaign – prelude launched 27 October, full summer campaign launched 9 November and will stay in market until Jan 2021.
- Do Something New, New Zealand Short breaks and City Breaks campaign – in market 18 January to 28 February 2021.
- Do Something New, New Zealand Family Breaks campaign – in market 1 March - 30 April 2021. Load your family suitable products and deals on newzealand.com now to take part in the campaign, instructions available here
- Work From Anywhere campaign - in market 17 March.
- Do Something New, New Zealand Active Relaxing campaign - in market from 19 April 2021.
Working with Tourism New Zealand
The below outlines opportunities available to work with Tourism New Zealand for both Regional Tourism Organisations and Operators
Tourism New Zealand’s role is to foster Kiwi’s desire to travel, and encourage them to explore New Zealand in a safe and responsible manner.
Regional Tourism Organisations role
Regional Tourism Organisations (RTOs) are responsible for the promotion of destinations, regions and operators.
Operators are responsible for the promotion of their business and to ensure they’re operating in a safe and compliant manner as per Qualmark.
Download the Tourism New Zealand Partnership Prospectus - coming soon!
The top things you can do right now:
- Use our Do Something New New Zealand branding in your marketing
Feature our branding in your marketing to enjoy the benefits of brand association.
For more information including our free toolkits of assets (including social media assets) and examples visit our visual library.
Utilise our #DoSomethingNewNZ hashtag in your social media to give your post a larger audience. This also gives Tourism New Zealand exposure to your content so we can consider it for use it across our platforms for added impact.
For more guidance and support with social media and how to leverage Tourism New Zealand’s social media, watch the webinar.
- Take part in our content partnerships
Tourism New Zealand hold content partnerships with a number of media. These partnerships involve a number of content articles produced each week/month with some further boosted on social media, and are a great way to give your region / product exposure to an engaged, nationwide audience.
RTO’s please check the calendar regularly for more information and key dates. Operators please liaise with your local RTO to ensure you're featured.
- Have your product loaded on newzealand.com
Promote your business at no cost by listing on our website, viewed by over 100,000 domestic visitors per week. Our website provides factual and useful information that aids consumers travel planning and decision making. Listing your business is free and requires you to register first (takes approx. 20mins) – see the user guide and recommendations for optimal listings here.
- Join our webinar series
We run a series of regular webinars to make sure industry are well informed and supported. These include:
1. Providing the latest insights about the industry and consumers
2. A summary of our activity and how you can leverage this
3. Available support for example the Tourism Advisory Support Service
4. Independent experts to speak on relevant topics
- Use our insights, research and sentiment studies to aid your marketing and decision making
For more insights, please see below. Including:
1. Key insights
2. Domestic traveller sentiment studies
3. Domestic travel reports
4. Domestic audience infographics
5. DGiT tool access
What else can you do?
- Join Qualmark
Qualmark helps businesses become more sustainable from a people, planet and profit perspective, by not only assessing your business, but working with you to ensure your business remains competitive and current in the changing operating environment. The onsite assessment is conducted by a tourism expert, so you get lots of great feedback, ideas and opportunities to ensure the experience you deliver is constantly improving.
A Qualmark logo is that final seal of approval that signifies your experience is one of the most high-quality experiences New Zealand has to offer.Membership is currently free until September 2021 and they're also currently offering additional support to all tourism businesses through the Tourism Advisory Support Service.
- Feature your product at your local and neighbouring i-SITEs
i-SITEs are a key part of the visitor planning and booking experience, and will feature in our campaigns going forward. Ensure you’re front of mind with visitors by featuring your product at local and neighbouring i-SITEs having staff skilled on your product, it’s value and key selling points.
Visit the i-SITE website for more information about your local i-SITE and to learn how to work with them including how to feature your product.
- Utilise other resources on tourismnewzealand.com
Tourismnewzealand.com is your tool to assist with growing and tailoring your business, we also share insights and news that you can use.
- Utilise our Travel Trade site
This is directly targeted at the Travel Trade and those selling travel. It features online training, trade resources, news and information.
- Share your new stories
What's happening in your region? Do you have a good news story to tell about your region or business?
We’re constantly looking for great stories we can share so please remember to let us know by emailing firstname.lastname@example.org.
- Keep in touch and keep us involved in your activities
If you’ve got something going on, please let us know!
- Broadcast opportunities
- Brand partnerships
- Paid content partnerships
- Print / digital supplements
- Marketing calendars
Please contact the Domestic Partnerships Managers – contact details featured on this page
- Stay up to date with the latest news from Tourism New Zealand – register here to receive regular updates from us
Data and Key insights
- 72% of New Zealanders travelled for leisure purposes in 2019
- New Zealanders make 45 million domestic trips per year
- 61% of these are day trips
- 39% are overnight trips
- 90% of domestic leisure travel in New Zealand is via car.
May 2020 Domestic audience infographic
The information in this infographic has been collated based on a synthesised view, taking into consideration a significant range of existing global and national data and research to draw out the primary insights to provide an overarching picture of the domestic market and audience-understanding pre COVID-19 and predicted behaviour once restrictions ease to inform Tourism New Zealand's domestic approach.
Domestic sentiment studies
We commissioned a regular piece of research through Kantar to find out how New Zealanders feel about holidaying at home. It shows the percent of New Zealanders intending to take a domestic holiday within the next year, and also highlights the potential barriers that may prevent some New Zealanders from booking a holiday at home.
July 2020 domestic sentiment study
We shared the research findings in an industry webinar, and also turned the findings into an infographic which you can download below.
October 2020 Domestic travel view report
Domestic Travel Reports
These reports we commissioned with Data Ventures show domestic travel movements over key holiday periods.
- July 2020 school holiday domestic travel report shows all regions benefited from a boost in domestic tourism as Kiwis hit the road.
- Queen’s Birthday weekend 2020 domestic travel report shows that 1 in 10 New Zealanders travelled outside their home region, providing a much needed economic boost to our regions.
- September 2020 school holiday domestic travel report shows that 100,000 more New Zealanders travelled around the country, on average, compared to the two weeks before the holidays.
DGiT tool access
DGiT (Domestic Growth Insight Tool) is an insight project to help activate domestic tourism and help tourism operators and Regional Tourism Organisations maximise the value they get out of domestic tourism.
Colmar Brunton was contracted to undertake research and develop the online tool, which included surveying 6,000 New Zealanders on their leisure travel habits to understand the different types of domestic travellers, including their motivations for travel.
Visit the DGiT to get the latest results.