As global competition ramps up amid worldwide tourism recovery, New Zealand is targeting high-value visitors for long-term benefits with the vision that by 2030, all inbound travellers to NZ will be high-quality tourists.
Addressing trade partners at TRENZ23, Tourism New Zealand CEO René de Monchy said international tourism plays an important role in supporting New Zealand’s economy however tourism must contribute more than it takes.
Sharing its FY24 strategy again in a trade newsletter, the tourism board will transition from immediate recovery to a regenerative tourism system.
Tourism New Zealand aims to influence the quality of tourists and target those who will positively contribute to the nation’s culture, nature, society and economy.
It will focus on brand awareness, targeted market activity and maximising visitor contribution to meet this goal.
Mr de Monchy said the organisation wants to “increase the proportion of high-quality visitors who see New Zealand as the most desirable destination in the world”.
“We are ready to respond to these challenges and our FY24 plans are focused on addressing them and supporting industry recovery and rebuild.”
The tourism board released a new ‘Beautiful Game’ content campaign, leveraging Aotearoa as one of the two host countries of FIFA Women’s World Cup 2023.
For more info, head to tourismnewzealand.com
