The activity is part of TNZ's strategy to target special interest visitors to deliver increased value to the tourism industry.
As with other special interest sectors, cycle tourists stay longer and spend more money on their visit compared to a typical visitor. With 21 Great Rides on offer throughout the country, New Zealand's 2500 kilometres of cycleways offer an appealing cycling holiday destination for visitors of all ages and cycling tastes.
The cycling special interest visitor sector is significant across western markets, with Australia, UK and USA providing the largest volumes of cycling tourists to New Zealand each year. TNZ's research shows that 84 per cent of American Active Considers, and 81 per cent in Australia, are looking for a cycling-based holiday, with New Zealand on their shortlist as a cycling destination.
The North American campaign aims to capture this high level of awareness for a New Zealand cycling holiday. Running from September to November the campaign will use a mix of print, display and online media, driving visitors to the cycling hub on newzealand.com to motivate them to book their next holiday here.
Meanwhile in Australia, TNZ will be hosting a stand at Cycling Australia's Bike & Lifestyle Show, from 18-20 October. It is the first time TNZ has attended the show, which is designed to appeal to the full spectrum of Australian cycling enthusiasts. With an expected attendance rate of more than 14,000 people during the course of its three days, the show provides a targeted opportunity promote the unique cycling experience available in NZ.
"The Bike and Lifestyle Show presents a fantastic opportunity for Tourism New Zealand to engage directly with the Australian cycling community," says Tim Burgess, General Manager Australia.
"It's a chance to bring the New Zealand cycling offer to life and inspire more people to put New Zealand at the top of the cycling holiday list."
TNZ's other Special Interest focus areas include food and wine, hiking/walking, golf and ski. You can read more about TNZ's marketing activity here.