Luring Aussies with capital culture and a dash of Marlborough

Wellington's  creative and cultural attractions plus a scenic Marlborough trip are being promoted to lure Australians here for an autumn break.

Tourism New Zealand is partnering with the Wellington Regional Economic Development Agency (WREDA) and Destination Marlborough to raise awareness of both places among Australians and to encourage them to visit.

A four week campaign will run from next week with the aim of increasing the number of arrivals by 7.5 percent in March to May this year. That would see more than 7000 Australians heading to Wellington and Marlborough for a short holiday.

Tourism New Zealand Chief Executive Stephen England-Hall says: “New Zealanders think nothing of visiting Sydney or Melbourne for a long weekend. We want Australians to feel the same way about visiting here.

“Australians know very little about our regions so we need to better inform them about who we are and what we offer as a country that’s different from what they can do at home.

“Wellington is a compact city with great creative and cultural attractions that sets it apart from other parts of New Zealand. Including Marlborough’s vineyards and waterways into a short break means it becomes a special offering with plenty of new things to experience. Promoting travel in the autumn months is one more example of how we are helping to ease the visitor concentration in summer.”

Wellington Regional Economic Development Agency interim Chief Executive Derek Fry says: ”I think this is a very clever campaign. It shows how a colourful New Zealand city break can be used to get visitors to journey a bit further into one of our stunning regions. Arrive direct from Australia into Wellington for a couple of days enjoying the capital’s café culture, gigs and exhibitions before sailing across the Cook Strait to explore Marlborough’s stunning Sounds and wineries.

“It’s a perfect combination of city and scenery that will give Aussie visitors a great taste of what New Zealand’s all about. We’ve really enjoyed working alongside Tourism New Zealand and Destination Marlborough on this campaign.”

Destination Marlborough General Manager Jacqui Lloyd says: “We are thrilled to be partnering with WREDA and Tourism New Zealand on this autumn campaign. Australia is a key market for Marlborough and this campaign allows us to showcase both regions and lure more Australian visitors to Marlborough after experiencing Wellington.”

“The partnership has created a campaign that complements the two regions nicely. It encourages Australian visitors to experience the creativity and culture of Wellington then immerse themselves in the majesty of the Marlborough Sounds and Vineyards before returning home refreshed and relaxed. All in all a brilliant short break.”

Australia is New Zealand's largest inbound tourism market, accounting for almost half of all visitors. Nearly 600k AU visitors come to New Zealand each year for a holiday.