Domestic activity kicks off to support tourism restart

Tourism New Zealand’s activity to support the recovery of the tourism industry begins this week as the country moves to alert level 2 and safe travel starts.

“Before COVID-19, tourism was the beating heart of New Zealand’s economy, employing one in eight people and helping communities thrive.”

“As we move into alert level two, the tourism sector is one that is able to get back on its feet to help communities start to rebuild,” says Tourism New Zealand Chief Executive Stephen England-Hall. 

Tourism New Zealand was recently given responsibility by Government to undertake domestic activity. This activity will include research, insights, campaigns, engagement and marketing activity to ensure the tourism industry are well positioned for recovery.

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. 

“We know that domestic tourism alone will not fill the void of international visitors, but with our borders closed for the time being our activity alongside that of the regional tourism organisations and our partners like Air New Zealand we will give it a good shot.”

“Kiwis are keen to get out and about and explore their backyard safely after being in isolation.”  

 As the country transitions into alert level two, Tourism New Zealand will begin work to showcase New Zealand on social media promoting safe travel to Kiwis.

“New Zealanders 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.  

A package of domestic activity is underway and will roll out soon, including:

  • Social media activity encouraging safe travel
  • Working with the regional tourism organisations and operators to help them promote their regions and products to New Zealanders
  • A nationwide campaign to encourage Kiwis to get out and experience their own backyard
  • Development of insights and data packs for industry to learn more about the domestic audience so they can tailor their offering to them
  • Content partnerships with key media outlets.