Building value into the visitor economy

New Zealand’s international visitor economy is large and growing strongly. At TRENZ 2016, Kevin Bowler, Chief Executive Tourism New Zealand, presented on how Tourism New Zealand is working to build value into the visitor economy.

With strong growth from all key markets, international arrivals are up 10.4 per cent for the year ending March 2016 to reach 3.3 million and are forecast to reach 4 million in 2018.

Acknowledging the increased pressure arrival growth places on infrastructure, Tourism New Zealand’s efforts are channelled towards growing value - achieved by increasing visitor spend and off-peak demand, with its entire marketing budget now spent on promoting travel to New Zealand during the off-peak seasons.

Download Kevin’s full presentation below.