Recent activity targets luxury travellers in North America

Luxury travellers have been the focus of a range of recent Tourism New Zealand (TNZ) trade activity in the North American market with more than 400 agents being sold on the pleasure that is a New Zealand luxury holiday. 

Earlier this month TNZ attended the International Luxury Travel Market (ILTM) Americas event, held in Mexico from October 1-3.

"Exhibiting at ILTM Americas provided a valuable opportunity for us to promote luxury travel in New Zealand meeting with 40 buyers from across North, South and Central America over the two days," says Gregg Anderson, General Manager Western Long Haul Markets.

TNZ also attended Virtuoso Travel Week - the largest luxury consortium show in North America. Over 3,900 premium buyers and sellers attended the week long show which ran from August 11-17.

Over the week TNZ had a full appointment stream of four minute, face to face meetings with around 600 agents.

"Events like Virtuoso are extremely valuable as they not only provide great networking opportunities but help to keep New Zealand top of mind as a luxury travel destination," says Gregg.

TNZ had three tables at the annual Destination Dinner, an invite only event which brings together agents, operators and tourism boards.

Nine New Zealand lodges were represented and three inbound operators were represented alongside TNZ.
Over the past months TNZ has also been running a series of luxury themed webinars, focusing on boutique hotels and lodges in New Zealand for industry in the North American market.

"The feedback we have received from the webinars has been extremely positive. Agents have told us that they find the content of our webinars extremely valuable in learning about luxury products and how best to sell them to their clients," says Gregg.

Luxury work in the this market is set to continue over the next few months with upcoming activity including a US Luxury Sales Mission in mid-November which will see New Zealand suppliers visit Chicago, New York and Philadelphia for wholesale and retail agent training.

Visit our North America marketing activity pages to read more about our work in this market.