New-look trade website and 50+ new trade specialists helps deliver offshore markets

A critical step to realising the potential of offshore markets is ensuring travel sellers are knowledgeable about New Zealand and are able to effectively sell it as a holiday destination.

Tourism New Zealand's (TNZ) Travel Trade website and 100% Pure Specialist Programme are two core elements of our work, offering travel professionals the chance to build in-depth destination knowledge, get the latest product updates and, in turn, grow their New Zealand sales.

Combined with in-market training, events and trade shows, these two channels provide the most effective and efficient training possible for improving knowledge about New Zealand and the tourism product available. 

Last week we launched our new-look Travel Trade website - the primary source of information to help travel sellers learn more about New Zealand and how to sell it.

The new website is now simpler and easier to use providing training tools and educational resources including TNZ's online modules, sample itineraries, access to marketing collateral and a product database.   

The redevelopment was initiated after seeking feedback from our users, who wanted a smaller site with less content that better met their needs in a busy work environment. By providing a more targeted and current site, we aim to inspire those new to selling New Zealand and to engage with existing advocates who are familiar with the country, the products and experiences available. The site also continues to motivate important partners. While big changes have been made already, this is an ongoing project, and future development will ensure the content stays fresh and relevant.

However, no amount of thorough training and trade engagement can ever replace experiencing New Zealand first-hand. This is why a New Zealand famil is the final criteria of our 100% Pure New Zealand Specialist programme.

Earlier this month, 51 South and South East Asia (SSEA) travel sellers descended on New Zealand as part of our first SSEA mega-famil.  Having previously completed the necessary online training modules, the mega-famil saw them achieve the remaining criteria to become accredited 100% Pure New Zealand Specialists.

Visiting from Malaysia, Singapore, Thailand, and our two new priority emerging markets of India and Indonesia, the agents took part in one of four tailored itineraries which saw them travel the length of the country and experience a raft of tourism activities first-hand.

The mega-famil concluded with a two day training session, with eight of New Zealand's International Marketing Alliances (IMA's), to round off their education on New Zealand as a destination.

The SSEA markets present significant opportunities for future growth of visitor arrivals, so sending 51 certified 100% Pure New Zealand Specialists back to the SSEA region this week is a significant step for us.

Undertaking a famil of this size is a significant event, and wouldn't be possible without the help and generosity of RTO's and industry partners.  Thank you to all who were involved that ensured the successful delivery, and provided unforgettable experiences to help motivate the agents.

Over the last six months we have significantly increased both our presence and investment in these markets ‒ building awareness of New Zealand as a holiday destination to ensure we capture the future growth opportunities they present.

While our engagement with the wider SSEA trade industry will continue into the future, it is incredibly positive to have this strong agent base to work with as we continue to develop these markets and realise their potential.

For the latest update on our emerging markets, be sure to register for our webinar, 'Full steam ahead in emerging markets' on 2 April, 2014. Here you will hear insights directly from our Country Managers in India, Indonesia and Latin America on current market trends, activity and our new teams. You can register via our events section.  

Have a look at our new Travel Trade website and keep up-to-date with our latest market information, including how you can take part in our upcoming in-market training and regional trade events also via the corporate site events section mentioned above. 

Justin Watson

Director of Trade, PR and Major Events