New Zealand centre stage in Lonely Planet Asia

Tourism New Zealand's activity to target Active Considers in South Asia has been positively reinforced with Lonely Planets' release of its latest Lonely Planet Asia.

The publication, released January 2012, includes ten detailed pages in 'The Perfect Trip - New Zealand North Island'. It explains that there is more than just breathtaking scenery and details of the best locations to experience adventure, island life, vineyards, museums and art deco.

Tourism New Zealand General Manager Asia Mark Frood, says, "Our International Media Programme (IMP) proactively targets media and influencers who can help establish a deeper understanding of the unique New Zealand experiences in their respective markets.

"Lonely Planet Asia is a great example of our IMP in action. It shows the critical role that media and influencers play in supporting the conversion of Active Considers by making our country seem that much more accessible."

The Perfect Trip planner provides tips for visitors coming to the North Island on how best to navigate through attractions from Auckland to Wellington, with stops in Taupo, the Hawkes Bay and Napier. The Make It Happen summary focuses on Auckland with nine tips on how to explore the city. The article also suggests three other amazing experiences to do while in New Zealand- including whale watching in Kaikora, climbing the West-coast glaciers and discovering glow worms in Waitomo.

"Our 2011 Visitor Experience Monitor (VEM) research told us that visitors from South Asia rated their holidays 8.5 out of 10 on average which was consistent with the 2010 results. While this is a good result it is one that we would like to improve.

"From the VEM we also know that visitors from South Asia place the largest amount of importance on the satisfaction they get from activities - but predominately participate in more city based experiences which provide one of the lowest levels of satisfaction. The Lonely Planet's reinforcement of the range of activities that can be experienced within easy distance of the main centres in the North Island will help increase visitors awareness of what else is available and support our wider activity to improve their satisfaction levels.

"Singapore and Malaysia have shown significant growth in the last year with a 36.1 per cent combined increase year end November 2011.  This is a fantastic result and one that we will look to continue through 2012."

The publication will be distributed throughout key South East Asia regions with 80,000 copies circulated through of Singapore, Malaysia and Indonesia as well as additional copies in hotels and airport lounges in Singapore.