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South East Asia

Tourism New Zealand’s portfolio in South East Asia comprises Singapore, Malaysia and the emerging markets of Indonesia and the Philippines. Common across these markets is strong growth rates with further significant growth predicted in the near future.

We are focused on leveraging the region’s potential to help spread visitation across the year. Many visitors from Indonesia, Malaysia, the Philippines and Singapore tend to travel in the off-peak shoulder seasons. 

The region’s strong incentive travel market also helps boost arrivals during the off-peak shoulder seasons with incentive groups arriving in winter, spring and autumn. Incentive travel is when travel is used as a reward to motivate and or recognise staff for performance.

Singapore’s luxury travel market offers considerable opportunity for New Zealand, with local demand of high-end travel matching the Asian-wide upswing. 

Tourism New Zealand organise and participate in 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. 

Indonesia

Market overview

Indonesia is a priority emerging market and arrivals from the South East Asian country continue to grow. 18,558 Indonesians visited New Zealand for a holiday in the year ending January 2019.

Key insights

  • Tourism New Zealand’s target market segment in Indonesia is independent professionals.
  • Most Indonesian travellers come to New Zealand on group leisure tours, but there is a growing trend towards free independent travel (FIT).
  • Travel agents remain the primary mode of booking for tour packages and FIT travel in Indonesia and there is a noticeable increase in the use of online travel agents (OTAs) for air ticket bookings.
  • The peak travel periods for Indonesia are during Lebaran (currently in June but moves two weeks every year as dates are determined by the Muslim calendar which is based on a lunar cycle of 29 or 30 days), the July school holiday period and during December.
  • A strong demand exists for outbound incentive travel from Indonesia.

Marketing and trade activity

We target people in Indonesia 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 Qantas Airways, as well as Indonesian travel agent partners.

Regular travel agent training events are held as part of the 100% Pure New Zealand Specialist Programme, which increases travel sellers' knowledge of New Zealand. Tourism New Zealand also facilitates an annual business-to-business platform in Jakarta bringing together New Zealand operators and Indonesian product managers. In addition, selected travel agents are invited to New Zealand on familiarisation (famil) trips to experience the product they are selling to their clients first-hand.

For the past two years (2018-2019) Tourism New Zealand has partnered with Indonesian celebrity Nadine Chandrawinata on an integrated consumer campaign. The campaign successfully improved awareness and knowledge of New Zealand as a holiday destination and led to significantly increased bookings through travel agent partners.  

Tourism New Zealand operates the International Media Programme in Indonesia and regularly hosts key broadcast outlets and social media influencers in New Zealand. This is complemented by sustained newsroom activity highlighting New Zealand’s unique strengths and addressing key knowledge gaps and planning barriers.

Airline activity

  • Air New Zealand has a direct seasonal service which runs from June to October from Bali (Denpasar) to Auckland.
  • The alliance between Air New Zealand and Singapore Airlines continues to provide attractive options for travellers hubbing through Singapore.

More information

Exchange rates: www.xe.com

GDP growth: www.economist.com

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

The Philippines

Market overview

Approximately 12,000 Filipinos visited New Zealand for a holiday in the year ending January 2019, 36 per cent more than the previous year.

This increase in visitor arrivals, and the contributing factors of an emerging middle class and improved airline connectivity, make the Philippines a promising market.

New Zealand is considered a premium destination in the Philippines as the cost of the tour packages is one of the highest amongst long-haul destinations.

We manage trade development, marketing and public relations activities in the Philippines from our Singapore office.

Key insights

  • Travel agents remain the predominant booking method for New Zealand holidays in the Philippines.
  • The majority of Filipino travellers come to New Zealand on group tours, while a small number of them prefer free independent travel (FIT).
  • Filipinos tend to travel year-round which makes the market an exciting opportunity to offset seasonality constraints
  • Our key target market in the Philippines is independent professionals.

Marketing and trade activity

Our public relations activity in the Philippines focuses on aspects such as New Zealand’s people, food and wine, nature and wildlife, soft adventure, film tourism and Māori culture.

In July 2017 we launched the International Media Programme (IMP) in the Philippines. The programme brings local media representatives to New Zealand to produce compelling, high profile coverage to motivate our target market to travel to New Zealand.

Regular travel agent training sessions are held in the Philippines as part of the 100% Pure New Zealand Specialist Programme, which increases travel seller’s knowledge of New Zealand. Selected travel agents are also hosted in New Zealand on familiarisation (famil) trips to experience the product they are selling to their clients.

We also partner with Philippine Airlines on joint venture marketing campaigns to promote destination New Zealand and the airlines’ services to Auckland.

Airline activity

  • Philippine Airlines operates a non-stop Manila to Auckland service three times a week.
  • There are a wide range of convenient one-stop connections to get from the Philippines to New Zealand with airlines such as Qantas, Cathay Pacific, Air New Zealand, and Singapore Airlines.

More information

Exchange rates: www.xe.com

GDP growth: www.economist.com

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

Malaysia

Market overview

Over 41,000 Malaysians visited New Zealand for a holiday in the year ending January 2019.

Malaysians enjoy the self-drive opportunities offered by New Zealand as a holiday destination, and with fewer seats available for group travel from Malaysia free independent travel (FIT) is becoming more popular.

Malaysia is also a strong market for incentive travel, with groups travelling in New Zealand's off-peak and shoulder seasons, helping to off-set seasonality issues.

We manage trade development and public relations activities for Malaysia from our Singapore office.

Key insights

  • Our target market segment in Malaysia is independent professionals.
  • Travel agents remain the primary mode of booking for travel packages in Malaysia, but there is a growing trend towards direct online booking for airfares and land packages.
  • Malaysia’s traditional peak travel seasons are the last week of May to the first week of June around Hari Raya Aidilfitri (currently in June but moves two weeks every year); Deepavali in late October; mid-November to the end of December; and around Chinese New Year.

Marketing, trade and PR activity

We hold regular travel agent training events in Malaysia as part of the 100% Pure New Zealand Specialist Programme, which increases travel seller’s knowledge of New Zealand.

Selected travel agents are also hosted in New Zealand on familiarisation (famil) trips to experience the product they are selling to their clients first-hand.

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 also run joint venture campaigns with airlines to increase travel to New Zealand in the off-peak shoulder seasons.

Airline activity

  • Malaysia Airlines operates non-stop return services between Auckland and Kuala Lumpur daily over the summer peak period, and six days a week during the rest of the year.
  • Direct flights to New Zealand are available from Malaysia with Singapore Airlines, Air New Zealand, Malaysia Airlines and Thai Airways.

Singapore

Market overview

Singaporeans come to New Zealand to enjoy the open space, scenery and fresh air, with holiday arrivals reaching 41,337 in the year ending January 2019.

Traditional peak travel seasons in Singapore are Chinese New Year; late May to late June (around Hari Raya); around Deepavali in late October and mid-November to the end of December.

Singapore’s luxury travel market offers considerable opportunity for New Zealand, with local demand of high-end travel matching the Asian-wide upswing.

Key insights

  • Travel agents are still the primary mode of booking for travel packages, however there is a growing trend towards direct online booking for airfares and land packages.
  • There is an increasing trend of last-minute bookings due to online tactical fares and lower/more competitive land packages.
  • The majority of Singaporean travellers prefer free independent travel (FIT) over group tours.

Marketing, trade and PR activity

We regularly run joint venture campaigns with airline partners, such as Singapore Airlines and Air New Zealand, along with key trade partners to drive New Zealand holiday bookings.

We also partner with Air New Zealand, Singapore Airlines and other trade partners for consumer events, agent training sessions, and sales visits.

Regular in-market training sessions are held for travel agents in Singapore as part of the 100% Pure New Zealand Specialist Programme. Selected travel agents are also hosted in New Zealand on familiarisation (famil) trips to experience the product they are selling to their clients first-hand.

We also run an International Media Programme (IMP) in Singapore, actively hosting journalists in New Zealand with a focus to tell a deeper story about New Zealand as a holiday destination. This is complemented by a year-round newsroom programme pitching content to local media outlets.

Airline activity

  • Air New Zealand and Singapore Airline offer three daily services between Auckland and Singapore, 10 times weekly service between Christchurch and Singapore, and a four times weekly service between Wellington and Singapore (via Australia) under their joint alliance
  • Air New Zealand will also launch an additional seasonal service to Christchurch in December 2019
  • Direct one-stop options from Singapore to New Zealand are available with Qantas, Virgin Australia, British Airways, Emirates.
  • Competition between the different airlines often results in attractive fares for Singaporeans.

More information

Exchange rates: www.xe.com

GDP growth: www.economist.com

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