Germany continues to present solid tourism market

Latest data shows that Germany remains a solid market with a constant level of holiday visitor arrivals and growing stay days since 2005, despite the ongoing economic uncertainty and downturn in holiday arrivals.

"When we look at length of stay together with arrival numbers, Germany has generated the third highest number of stay days in New Zealand - placing it ahead of the US and China and only just behind the UK," says Tourism New Zealand Chief Executive Kevin Bowler.

"It is this combination of arrivals and stay days that shows the real value of a visitor to the tourism industry - and this is where Germany continues to deliver which is a really positive outcome."

To help maintain this Tourism New Zealand continues to target German active considerers with its marketing activity to ensure visitors stay longer and do more while they are here.

One example is the recent 21 day 'active' New Zealand holiday German media famil - which saw the largest number of German media hosted in a number of years.

"Our Active Considerer research tells us that this market most strongly associates New Zealand with spectacular landscapes and scenery and getting in touch with nature," says Regional Manager UK and Europe Danielle Genty-Nott.

Based on this research, one of Germany's largest tour operators and one of the biggest sellers of New Zealand Dertour, has developed a tailored 21-day 'active' itinerary - Neuseeland aktiv - Active New Zealand - for the German market.

To bring this to life, the media group of eight, largely from regional papers across Germany, got to experience much of what the itinerary had to offer. Activities included whale watching in Kaikoura, kayaking in Abel Tasman, a scenic flight over the West Coast glaciers, star gazing at Lake Tekapo, a tour of Mount Cook and jet boating down the Shotover River.

Of the media visiting, the circulation of the individual publications is between 129,000 and 387,000 daily.

"We know that the reach and effectiveness of our work is maximised when we integrate our activity," says Danielle.

"This work is a great example of how we elevate our engagement with trade by partnering with PR to inject a personal interpretation of what a New Zealand holiday looks and feels like, in turn converting potential travellers to book New Zealand as their next holiday destination."

Alongside Dertour, the activity was supported by Singapore Airlines, another key partner in Germany partly due to their flight connections to New Zealand.

"Germany is an important market to New Zealand and the likely coverage generated from this trip will reach thousands of potential travellers throughout the country, many of whom will have the means to travel to New Zealand and experience the best of what we have to offer," says Ms Genty-Nott.

To find out more about our activity in Germany and Europe see ourĀ German Activity pages.