Last month, Tourism New Zealand signed an agreement with the Travel Leaders Franchise Group, who have over 1,000 full-service franchised agencies across the USA, producing annual sales of approximately USD $5 billion.
President of the Travel Leaders Franchise Group Roger Block said the group was pleased to be strengthening their relationship with Tourism New Zealand as the country topped many US travellers’ lists:
"Based on our recent Travel Trends Survey of over 3,000 travellers, New Zealand was in the top five for ultimate dream destinations internationally, plus our own agents ranked it the number one among ‘up and coming’ destination in the Pacific.
"By placing enormous value on creating expertise among our agents, we’re able to make Americans’ dreams of visiting New Zealand a reality."
In recognition of its growth in recent years, the group also specialises in adventure travel, an ideal fit for the upcoming cooperation with Tourism New Zealand.
"Additionally, with our expanded focus on active and adventure travel – including our exclusive partnership with the Adventure Travel Trade Association – we’ll further enhance the overall travel experience for clients wishing to visit New Zealand," says Block.
The year-long partnership will primarily focus on increasing agent and consumer awareness of New Zealand by various means, such as increasing the number of 100% Pure New Zealand Specialists in the Travel Leaders Franchise Group network, as well as running a consumer campaign in line with Tourism New Zealand’s ‘Everyday a Different Journey’.
"An important way to realise the potential of offshore markets is to ensure travel sellers have a good understanding of New Zealand and are able to effectively and passionately sell it as a holiday destination," says Bjoern Spreitzer, Tourism New Zealand’s GM Americas and Europe.
“The partnership with Travel Leaders is excellent news for the New Zealand tourism industry as it will allow us to upskill agents across this high quality network. This will be complemented by a consumer campaign that will have a wide reach thanks to the group’s extensive database.
"All of the activity undertaken will aim to drive conversion among Americans considering a trip to New Zealand, with the ultimate goal of increasing US visitors to the country. The partnership puts us in a good position to do so."