Three south island cycle trails feature in the latest promotion to get more Australians thinking about and planning a cycling based Kiwi holiday.
Tony Saunders, Tourism New Zealand’s General Manager, Australia says: “This kind of holiday is targeted at the 35 plus age group of Australians, couples or small groups who enjoy cycling in their everyday lives. They have the time and resources to travel the way they want at their own pace. Cycling is also a great shoulder-season activity which fits with our strategy of encouraging people to visit outside of the peak season and encourages visitors into new regions.
“These visitors want an authentic and unique experience of New Zealand and cycling gives them access to that. While cycling is the primary focus for their holiday, they will also be able to experience amazing activities along the way and enjoy delicious local food and wine and welcoming townships, surrounded by stunning scenery.
The West Coast Wilderness Trail, Tasman's Great Taste Trail and the Otago Central Rail Trail feature in video clips promoted through Tourism New Zealand’s social and digital channels, on Facebook and Instagram and through newzealand.com. The campaign will run throughout 2017 with this first phase kicking off early September through to mid October, promoting autumn travel.
Cycling has been identified as an area of special interest by Tourism New Zealand with the potential to drive shoulder season travel, regional dispersal and attract higher value visitors.
Australia is a key market with an estimated 10 percent of Australian visitors already including cycling as part of their visit.