“We absolutely welcome this funding which will help to alleviate some of the pressures the tourism sector is facing at the moment.
“The funding will boost the response plan we communicated to industry last week to encourage growth from other markets.
“China remains an incredibly important visitor market and we look forward to renewing our activity in China and welcoming Chinese visitors back to New Zealand as soon as possible. We will also be working on plans to reinvest in the market when the time is right,” says Tourism New Zealand Chief Executive, Stephen England-Hall.
In addition, Government also approved a $1 million funding package to encourage domestic tourism for areas most affected that the Ministry of Business, Innovation and Employment (MBIE) will manage.
Tourism New Zealand’s new strategy to encourage growth from other markets focuses on both short- and long-term opportunities that have the highest probability of impact.
The $10 million announced by the Government yesterday will add to the $3 million Tourism New Zealand had already committed to fund the work.
“Australia, as our largest short-haul market, will be a strong focus in the immediate future.
“We will look to partner with industry to help fund and coordinate a new campaign targeting the upcoming shoulder season.
“We will also collaborate with our global digital media partners and direct to consumer channels to implement a new global audience strategy. This will attempt to reach visitors we may not be currently connecting with.
“Our medium- to long-term work will focus on building momentum in Japan following our successful Rugby World Cup activity, taking advantage of new airline routes and capacity in the US, and exploring options to build on positive market sentiment movements in the UK.”
Tourism New Zealand will continue to explore more options over the coming months.