NZ brand awareness flying high

New Zealand's brand awareness is flying high following recent wins for best image and number one dream holiday destination.

In April, both UK and India travellers voted New Zealand number one dream holiday destination in TripAdvisor's bi-annual TripBarometer study, with 33 per cent of Indian travellers voting for New Zealand and nearly seven out of ten respondents saying they planned to travel abroad in 2014 to destinations including New Zealand.

"This is a 21 per cent rise in Indians planning to take a trip overseas compared to 2013," says Mischa Mannix-Opie, Tourism New Zealand's Regional Manager - South East Asia.

"We have already seen a significant increase in Indian holiday visitors, up 40 per cent in March 2014 compared to the same period last year, and the results of the TripBarometer study further support Tourism New Zealand's decision to increase its investment in the India market. 

"There is clearly a large group of people in India who dream about a holiday in New Zealand and all of our activity is designed to motivate them to turn that dream into a reality."     

India is one of Tourism New Zealand's three identified emerging markets which, along with Latin America and Indonesia, received a significant increase in funding last year. The emerging markets strategy aims to capture future growth opportunities to secure a strong long-term position for the New Zealand tourism industry. 

The UK result comes just weeks after the visit to New Zealand by the Duke and Duchess of Cambridge which saw hundreds of pictures and media articles about New Zealand spread across print and broadcast publications in the UK, Germany, France and USA.

In a second win for the brand, Nordic travellers voted New Zealand the destination with the best image out of 89 countries in February 2014. Over 2,300 travellers from Denmark, Sweden, Finland and Norway were surveyed for Travel Image 2014, the largest Nordic image report which is published by PR agency Related.

Danielle Genty-Nott, Tourism New Zealand's Regional Manager for UK & Europe, says New Zealand's key brand attributes such as our unique landscapes and friendly people, and high profile events such as the recent Royal visit and the Hobbit film releases, all help drive preference for New Zealand.

"This is evident in the increase of arrival numbers from our priority markets, especially Germany which saw the highest arrivals ever recorded in a 12 month period in March 2014, surpassing Japan as fifth top country for visitor arrivals. Interest in New Zealand from the UK also surged after the Royal visit, with a 15 per cent increase in UK visits to"

Read more about our marketing activity in the UK, India and Europe.