Last July, you shared with us Tourism New Zealand’s intentions to drive year-round tourist arrivals, particularly through encouraging visitation during the off-peak seasons from March to November. How is that coming along?
Across the 10 markets in Asia where we operate, most holiday periods fall within New Zealand’s off-peak period. So, we have been able to lean heavily into a behaviour that already exists in Asia.
We have done campaigns to encourage more travel to New Zealand during our off-peak season. One good example is the work we are doing in China. We have a target audience of over 60 million consumers in China, and about 10 million of them are ready to book. That’s a huge audience. We shaped this audience’s travel intentions towards experiencing New Zealand in autumn and winter.
China and New Zealand have counter seasons. When it is summer in Shanghai, Beijing and Guangzhou, New Zealand gets its winter. So, New Zealand offers a cool break for the Chinese.
The…