TOURISM NEW ZEALAND PROFILE CONTENTS WHAT IS TOURISM KEY COUNTRY NEW ZEALAND 2 MARKETS FOR WHAT WE DO AND WHY NEW ZEALAND 28 WHERE DO THEY COME FROM THE WORLD OF TOURISM 4 TAP INTO THE WHERE WE FIT IN THE WORLD 100% PURE CAMPAIGN 32 YOU TOO CAN BE PART WHY VISITORS COME OF WHAT WE DO TO NEW ZEALAND 6 WHO COMES TO SEE US TOURISM NEW ZEALAND OUR GOALS 8 EXECUTIVE 34 VISION, MISSION AND FOCUS WHO IS IN CHARGE TOURISM WHERE WE ARE 34 NEW ZEALAND DIRECTORY OF STAFF HISTORY 10 LOCATIONS WHERE WE COME FROM WHY WE DO IT 12 THE DEVELOPMENT OF THE 100% PURE CAMPAIGN HOW WE GET THEM HERE 14 CAMPAIGN, CHANNEL AND CAPABILITY Typically, this traveller, among other things, will enjoy the WHAT WE DO AND WHY authenticity of the New Zealand experience. They value and International tourism has grown to become New Zealand’s are prepared to pay for quality experiences and will try to do largest earner of foreign exchange, pumping around as much as they can while they are here. $8 billion annually into the nation’s economy. Complementary to the 100% Pure New Zealand campaign, Understandably, an industry of this magnitude does not grow Tourism New Zealand also facilitates other marketing activities by itself and deep within the engine room of the New Zealand aimed at taking our products directly to the consumer. tourism industry is an organisation fuelling the desire of the world’s travellers to visit these shores. The International Media Programme hosts and supports foreign media to produce international coverage of Tourism New Zealand is this organisation. In what is a ﬁercely New Zealand as a quality visitor destination. This coverage is contested market, Tourism New Zealand is responsible for invaluable, providing entry into media that would otherwise ensuring New Zealand remains attractive internationally as be inaccessible. a visitor destination. The competitive nature of the market dictates that fresh ideas are always needed to differentiate Trade familiarisation trips, or famils, are organised to allow New Zealand, its culture and breathtaking landscapes from the international travel trade the opportunity to experience what the rest of the globe has on offer. New Zealand product ﬁrst hand. Research has shown that those who attend famils go home not only better equipped to The major tool in this undertaking is Tourism New Zealand’s sell New Zealand, but far more enthusiastic about doing so. award-winning 100% Pure New Zealand campaign. The campaign is continually evolving to maintain its effectiveness, Educating the trade does not end with famils. Training days but the core message is always the same: showcasing the with New Zealand operators and online training modules are experiences visitors can have in New Zealand’s landscapes among other techniques Tourism New Zealand uses to equip and with its culture and people. the trade with the tools, resources and information they need to sell New Zealand as a visitor destination. To achieve the maximum yield from limited resources, the marketing effort is particularly directed to a certain type of The 100% Pure New Zealand campaign makes a promise of consumer who will most enjoy what New Zealand has to offer. a visitor destination second to none, so when visitors arrive here it is crucial that this promise is fulﬁlled. 2 WWW.NEWZEALAND.COM Our industry has grown at an impressive rate, pumping around $8 billion dollars annually into the nation’s economy. The Visitor Information Network runs the i-SITE network, which provides visitors with quality information from staff who are expert in their local area. The growing prominence of the Qualmark quality accreditation standard identiﬁes products that have passed a rigorous quality assurance inspection, so visitors can rest safely in the knowledge they are in very good hands. Tourism New Zealand is committed to delivering a message to the world. It’s a simple message that tells of the warmth of the people and the depth of the experience that can be enjoyed in the unrivalled beauty of New Zealand. It tells the story of a land that many in their busy lives are dreaming of – perhaps a land that demonstrates life as it should be. Certainly one that has been a life changing experience for many who have visited. It’s an experience that can be found nowhere else on earth but – 100% Pure New Zealand. WWW.TOURISMNEWZEALAND.COM 3 New Zealand is in an ideal position to offer these visitors THE WORLD OF TOURISM an authentic, invigorating experience. International leisure travel has grown phenomenally over the last ﬁfty years, with global arrivals now exceeding 840 million and generating more than US$733 billion annually. NEW ZEALAND Tourism is a signiﬁcant success story for New Zealand. Key trends behind the record international tourist arrivals and International visitor numbers grew from 1.5 million in 1999 to expenditure include the increasing number of people who can 2.46 million in the year ended December 2007. International afford to travel, most notably from the giants China and India; visitor spending has grown even more strongly, doubling and the advent of low cost carriers. from NZ$3.6 billion to over NZ$8 billion in the same period. Combined with our domestic market, total tourism spending As more and more countries are seeing the beneﬁts of tourism represents approximately NZ$18.6 billion, or nearly 9% of GDP. there is also increasing competition between up-and-coming ‘hot’ destinations and more traditional destinations. It plays a key role in New Zealand’s economy, directly and indirectly contributing $12.8 billion (8.9%) to total GDP Amongst the top-earning destinations are the US, Spain, France, in the year ending March 2006 and supporting 183,000 Italy, China, UK, Germany, Australia, Turkey and Austria. full-time equivalent jobs (9.9% of the total workforce). But countries experiencing some of the strongest growth in visitor arrivals in 2006 included Africa, the Middle East and North-East Asia, in particular China and Hong Kong, with THE OUTLOOK regions of Central America among those achieving record growth. The forecast long-term annual growth rate of global tourism is 4.1% with international travellers expected to exceed These trends are expected to continue, with the Asia-Paciﬁc 1.6 billion by 2020. region predicted to be the largest source, and destination, for travel by 2020. Several signiﬁcant issues could affect growth in international travel. These include terrorism, although it appears that As travellers change and seek new experiences, they are consumers have weighed up the risks and are relatively becoming more experienced and want to interact with undeterred. The increasing cost of fuel and carbon emissions communities and learn about destinations at more than are a concern, particularly for long-haul destinations like a superﬁcial level. New Zealand. 4 WWW.NEWZEALAND.COM Photo Getty The spread of avian ﬂu if transmissions of the virus become This is a clear indication, says the United Nations World common between humans could also have a serious impact Tourism Organisation, that the tourism industry has gained on the tourism sector, with media hype and panic potentially substantial resilience to world events. just as damaging as the disease itself. For the latest statistics visit The Ministry of Tourism website: Despite the challenges, destinations worldwide added some www.tourismresearch.govt.nz 100 million international arrivals between 2002 and 2005. INTERNATIONAL TOURIST ARRIVALS, 1950-2020* 1600 ACTUAL FORECAST 1400 1200 MIDDLE EAST 1000 AFRICA 800 ASIA AND THE PACIFIC AMERICAS 600 EUROPE 400 200 0 1950 1960 1970 1980 1990 2000 2010 2020 *Source: World Tourism Organisation The substantial growth of the tourism activity clearly marks tourism as one of the most remarkable economic and social phenomena of the past century. The number of international arrivals shows an evolution from a mere 25 million international arrivals in 1950 to 898 million in 2006, and a predicted 1.6 billion in 2020. WWW.TOURISMNEWZEALAND.COM 5 We, as New Zealanders, would be naive to think that beautiful WHY DO THEY COME? landscapes and heavenly scenery did not exist anywhere New Zealand’s majestic landscapes and breathtaking scenery else in the world but here. While every true blue Kiwi will continue to be, as they have been since the very dawn of tell you ours are superlative, our snow covered peaks, crystal tourism in New Zealand, the main reason visitors are drawn clear water and miles of unspoiled coastlines are not unique. to our doorstep. The Pink and White Terraces may be long However, we do possess something that no other country dissolved by the fury of the eruption of Mt Tarawera, but the can lay claim to, the tangata whenua, the Mäori people of tranquil shades of our native rainforests are unforgettable. Aotearoa, New Zealand. Scenes of the savage ocean hammering the black sands of the west coast beaches have kept the visitors arriving in droves, The desire to experience Mäori culture is also high on the list departing fulﬁlled and longing to return. of reasons to visit New Zealand, with 47% of our target market citing it as a drawcard. Rituals like the wero (traditional The majority of our target market – 72% – say that the scenery challenge of welcome) and the blood curdling haka offer an and natural wonders of New Zealand are the key reasons that insight to how this indigenous culture lived in an age long they chose to make New Zealand their holiday destination. before European settlement. Today, there are a wide range of This attraction is ampliﬁed by the many opportunities visitors opportunities for visitors to get an insight into Mäori culture, have to interact with the land, waterways and seas. For the from traditional performances, to learning how to carve and 40% who cite physical activities as a key reason they would weave or staying overnight on a marae. come to New Zealand, it is experiences like skimming along a river in a high powered jet boat, or plunging into it from The idyllic landscapes of New Zealand are what make it a 100 feet above at the end of an elastic cord. Around 41% of tourists’ paradise. The warmth, openness and willingness visitors come to New Zealand to observe the wildlife, leaving of New Zealanders to share is just what you’d expect from all the getting wet to the birds while they observe in wonder, those who live in a paradise. aboard a guided wildlife cruise or walk. From young to old, So why do the tourists come? Stop. Take a look around and thrill-seeker to easy-rider, New Zealand provides an experience a deep breath of fresh New Zealand air. It’s 100% Pure and with nature that will be remembered forever. simple isn’t it? 6 WWW.NEWZEALAND.COM DEER PARK HEIGHTS, QUEENSTOWN OUR VISION That New Zealand is regarded as the essential experience for interactive travellers. OUR MISSION To motivate travellers to come now, do more and send others. OUR FOCUS Tourism New Zealand has a team of over 100 staff around the world who work to achieve this vision for tourism to New Zealand. 8 WWW.NEWZEALAND.COM SHANGHAI, CHINA The 1900s saw the department take on many different names, TOURISM NEW ZEALAND HISTORY roles and responsibilities. The continually evolving tourism In 1901, long before gifting the world the Hamilton Jet and landscape meant roles as diverse as building and managing bungy jumping, New Zealand pioneered something else that accommodation, booking and planning activities for visitors would catch on across the globe, by establishing the world’s (the Government Tourist Bureaux), operating coach tours ﬁrst national tourism organisation – The Department of Tourist (Tiki Tours) and overseas promotion were all, at one stage or and Health Resorts. another, roles of the national tourism organisation. Established by the Prime Minister of the day, Sir Joseph Ward, In 1991, the organisation became the New Zealand Tourism the Department was charged with promoting New Zealand Board, a crown agency (a private sector-led Tourism Board overseas, as well as developing the infrastructure and as a Crown-owned entity). resources required to attract visitors to our shores. Tourism New Zealand became the trading name of the Tourism was well under way in New Zealand before the organisation in 1999. The 100% Pure New Zealand Department was set up. As early as the 1840s, the Te Arawa campaign, New Zealand’s ﬁrst ever global marketing people of Rotorua were hosts and guides of international campaign, was also launched in that year. This brand is visitors. They came to marvel at the natural hot springs, now globally recognised and works to get our target market the unique culture of Mäori people and, before they were to think about a visit to New Zealand as a ‘must do’. destroyed in 1886 by the eruption of Mount Tarawera, the Over a century has passed since the establishment of the astonishing Pink and White Terraces. ﬁrst national tourism organisation and the industry in So by 1901, New Zealand had gained an attractive reputation New Zealand has undergone some colossal changes. as a ‘thermal and scenic wonderland’ and the number of But the message Tourism New Zealand is sending to the tourists arriving to experience this for themselves was such world is not so dissimilar to the one sent in 1901 by that the government of the time, with remarkable foresight, Sir Joseph Ward’s Department of Tourist and Health Resorts decided a national tourism organisation was needed to grow or indeed by Te Arawa some years earlier – Come now. this ﬂedgling industry. Earliest records show 5,233 visitors Do more. Send others. arrived in New Zealand in 1903. 10 WWW.NEWZEALAND.COM Photo Alexander Turnbull Library/Eph-D-TOURISM 1960-02 Photo Alexander Turnbull Library/Tourism New Zealand/Eph-D-TOURISM 1973-02 Photo Alexander Turnbull Library/Eph-D-TOURISM 1960s-01 Photo Alexander Turnbull Library/Tourism New Zealand/Eph-D-TOURISM 1984-02 face of overseas campaigns marketing to the 1990s The changing New Zealand’s from the 1920s Photo Alexander Turnbull Library/Eph-D-TOURISM 1920s-01 WWW.TOURISMNEWZEALAND.COM 11 to develop a concise message and brand that would HISTORY OF THE CAMPAIGN differentiate New Zealand from its competitors. 100% Pure New Zealand. It is a simple phrase that encapsulates all that attracts people to New Zealand. Tourism New Zealand’s job is to promote all that New Zealand It is about the landscape, the people and the stories has to offer to potential visitors and give them a reason to that link those elements which make a uniquely come now, do more while they are here and send others. New Zealand experience. But where did it come from? Although people believe that New Zealand is beautiful and New Zealand’s tourism message to potential visitors ‘outdoorsy’, they often still see it as a place to visit ‘one day’ started off as a simple one. Our landscape and people and some may even see it as a little tame these days. have always been the main thing New Zealand has to offer, Its job is to inspire our potential visitors with the landscape, and how it is promoted as a tourism destination. then deepen their understanding of what we have to offer. From the ﬁrst advertisements in the late 1800s, images So in 1998 the New Zealand Tourism Board, as it was of New Zealand included idyllic scenes of mountains, then, set about deﬁning exactly what it was that could set glaciers, lakes and walks all highlighting the country’s scenic New Zealand apart from other countries. Its aim was to provide beauty alongside images of Mäori culture and people. a compelling reason for visitors to travel half way across the Over the years, as the tourism industry developed, world, for what is for many a ‘holiday of a lifetime’. New Zealand tried to reﬂect an increasingly diverse What became clear was that New Zealand’s main drawcard industry; marketing campaigns that tried to be all things remains its landscape. Research conﬁrmed that what people to all people. To add to the confusion, there were also liked about their holiday was the geographical ‘newness’ of different campaigns in different countries, with adjusted images, slogans and concepts. our country, our unique culture and our warm friendly people. They used words like scenic, natural, fresh, vital, raw, mythic, This created mixed messages about New Zealand and genuine and uncorrupted to describe New Zealand. didn’t give potential visitors a clear reason to visit or choose New Zealand over any other country. At this time, competition We needed a word to describe the essence of New Zealand between destinations increased, travel became more which would set us apart from other countries and tourist affordable and it became clear that New Zealand needed destinations in the world. That superlative was ‘purest’. 12 WWW.NEWZEALAND.COM 100% Pure New Zealand is about the whole package that you get from a New Zealand holiday, not just one part, but all parts together. We also needed to convey the experience of not just being a beautiful country, but that a visit here will invigorate you. All this was captured in the phrase ‘100% Pure New Zealand’. The ﬁrst-ever global marketing campaign using our single country brand of 100% Pure New Zealand was launched in July 1999. The phrase plays on New Zealand’s beautiful landscapes, but is about more than just that. As the number one attraction to New Zealand, the environment is an imperative part of the campaign. Our marketing work also shows interaction with Above Tourism New Zealand is always looking for new ways to reach people and activities within that environment and the stories potential visitors. the people have to tell. 100% Pure New Zealand is about the whole package that visitors get from a New Zealand holiday, There is no need to explain to them that by coming to not just one part, but all parts together. New Zealand they will have an experience they could have Potential visitors from our key markets of Australia, the in no other country. An experience in a spectacular, varied, UK, the US and Japan understand this. They see the young country; often a life-changing experience, where they advertisements from packed trains, congested highways see life lived the way it should be – an experience that is and in the midst of urban sprawl. completely and utterly 100% Pure New Zealand. WWW.TOURISMNEWZEALAND.COM 13 When the campaign was launched in 1999, it was the ﬁrst time New Zealand had one message globally. The campaign was developed to be clear and concise. To give a single message about New Zealand, a message the type of people we are trying to attract would look at and say ‘that is where I want to go on holiday’. The forces inﬂuencing tourism have been many and varied during the ﬁrst few years of the 21st Century. As the tourism world is constantly changing, so is Tourism New Zealand’s BRAND AID, NOT BAND-AID campaign. Keeping the same core message, it is working in new and innovative ways to keep New Zealand top of mind “When it’s done well, nation branding as the ultimate holiday destination for our target visitor. can create strong and positive associations The 100% Pure New Zealand message is a unique one. Many for consumers. New Zealand is tourism campaigns focus on speciﬁc tourism features, attributes or products; but 100% Pure New Zealand transcends tourism a prime example: in 1999 it began messages. The message it conveys is about having a unique cultivating an image of quality and New Zealand experience. It is not just about the environment, although the landscape is undeniably a key attraction to freshness with the slogan ‘100% Pure New Zealand. Other countries also have spectacular, beautiful, New Zealand.’ The result has been a boost unspoilt scenery. The thing that makes New Zealand unique is its special combination of people, culture and activities. This is to its exports as well as to its tourism what creates a unique New Zealand experience – a 100% Pure making New Zealand a frequently cited New Zealand experience. case study for international marketers.” The 100% Pure New Zealand campaign has won awards for both the concept and execution. It is globally recognised as Time Magazine, Europe, June 6 2005 one of the most powerful destination campaigns in the world. 14 WWW.NEWZEALAND.COM ANHOLT- GMI NATION BRAND INDEX New Zealand ranked as the 8th strongest nation brand in the world in 2006, up from 10th in 2005. “New Zealand has undoubtedly beneﬁted from vigorous, well coordinated and unusually thoughtful promotional campaigns for its products, tourism and inward investment offerings (under the single banner of 100% Pure New Zealand)”. WWW.TOURISMNEWZEALAND.COM 15 ADVERTISING digital media, via television and cinema, and more directly For many people, talk of marketing makes them think of through the internet, mobile phones, social websites, blogs, advertising. Advertising is the most obvious of all marketing podcasts and other emerging technologies. tools. It has the 100% Pure New Zealand tagline, it shows the But the central message of Tourism New Zealand’s campaign images familiar to those who know the campaign – it is one of remains the same. If you come to New Zealand, you will have the most clear and controllable marketing elements. an experience you cannot have anywhere else – an experience Over the years, Tourism New Zealand has produced 100% in a spectacular, beautiful and upspoilt country – an experience Pure New Zealand television commercials, which have played that is completely and utterly, 100% Pure New Zealand. in cinemas and on television in our key markets. In the past, advertisements have also been placed in carefully INTERNATIONAL MEDIA PROGRAMME selected print and broadcast media and on outdoor sites, based Gaining compelling, high-proﬁle media coverage to motivate on which media outlets are most likely to reach our target market. our target market to travel to New Zealand is the main aim of Tourism New Zealand’s public relations team. With advertising, Tourism New Zealand has control over the placement, message and tone of the advertisement and, Tourism New Zealand’s international media programme hosts to a degree, its audience. about 400 international media each year in New Zealand. Advertising concepts are conceived through the Tourism Broadcast media are the main target because they can New Zealand Consumer Marketing team based in Auckland, best capture what New Zealand has to offer, followed by in conjunction with Tourism New Zealand’s executive team, high-proﬁle magazines, websites and newspapers. advertising agency and our marketing specialists in each of Tourism New Zealand is also hosting a growing number of our ofﬁces. respected opinion leaders, journalists, writers and thinkers In 2006, Tourism New Zealand’s campaign in our largest who endorse what New Zealand has to offer. Opinion leaders market, Australia, took a new turn when ‘What’s On’ was are hosted with the understanding that they will gain widespread launched. Sitting under the 100% Pure New Zealand brand, media attention in New Zealand’s main visitor markets. the campaign focuses on speciﬁc events around the country to promote new reasons, places and seasons to visit. These are the kind of people Tourism New Zealand believes can cut through the media clutter in people’s busy lives and In 2007, the 100% Pure New Zealand campaign was refreshed reach those most likely to visit here. and relaunched, with a focus on a unique New Zealand attribute: New Zealand as the youngest country on earth. To help media writing about New Zealand Tourism New Zealand also has the website – www.media.newzealand.com – which is Tourism New Zealand wants to embrace all that is young, fresh and unspoilt about New Zealand. Its culture and history, the frequently updated with new content, including video images. stories of all New Zealanders, are a key part of the campaign. TNZ staff are now encouraged to work as part of a “global Last year also saw Tourism New Zealand shift away from newsroom” constantly identifying news stories and events traditional print media and billboards to embrace new technology. which enable New Zealand to maintain a strong, and positive, In future, Tourism New Zealand will reach consumers through proﬁle internationally. 16 WWW.NEWZEALAND.COM Photo: Montana World of WearableArt, Rattle Your Dags by Paula Coulthard and Ursula Dixon Photo: Montana World of WearableArt, Equus: Behind Closed Doors, Gillian Saunders Beehive Bra, N. Kukreja & S. Bhatia EVENTS Bizarre bras, taking Bluff oysters to Sydney, black sand to London, a taste of New Zealand in Japan and a giant rugby ball under the Eiffel Tower in France – the events that Tourism Photo: Montana World of WearableAr t. The New Zealand is involved in are rather eclectic – but then, that’s the point. These are just some of the things that have been in Tourism New Zealand’s events programme over the past few years. Catching the attention of our target market is not an easy task. Advertising and media space is highly competitive – and pricey. Getting involved in the right events can be a great way of getting Tokyo. Japan’s three major daily newspapers – which have media coverage of New Zealand and converting that into people a combined audience of 7.5 million readers – covered the thinking about New Zealand as a holiday destination. opening of the event. Tourism New Zealand gets involved in events that we know The Chelsea Flower Show is another example of an event that had our target market will attend, but also events that are likely to a useful function for destinational marketing. In 2004, and again get media coverage in outlets that our target market read or in 2006, Tourism New Zealand presented a garden at the show. view. This does not necessarily mean that the events have to Incorporating unique elements of the New Zealand landscape, be tourism-related; it is often more powerful to create a travel work was done to gain media coverage of the garden in relation angle on an event that already exists. to what New Zealand has to offer. For instance, Tourism New Zealand worked with Toi Mäori In 2007, Tourism New Zealand devised and executed one Mäori to present ‘Mäori Art Meets America’, in San Francisco in of its most eye-catching and audacious projects, building a 2005. This event brought together exhibitions, demonstrations giant inﬂatable rugby ball under the Eiffel Tower in France. and performances of Mäori culture as part of an integrated The ball, emblazoned with the 100% Pure New Zealand logo, 100% Pure New Zealand marketing campaign across the was in place during the 2007 Rugby World Cup and gained city. In January 2007, Tourism New Zealand supported Te New Zealand a huge proﬁle through international media Papa’s Mauri Ora exhibition of precious Mäori treasures in coverage. 18 WWW.NEWZEALAND.COM OFFICIAL OPENING OF THE RUGBY WORLD CUP VENUE OCT 2007 Tourism New Zealand’s main role is to raise awareness of Where the newzealand.com site really adds value is in the New Zealand as a destination and to encourage potential functionality: the driving routes; the interactive maps; the visitors to think about New Zealand as a good place to holiday. suggested activities bundled into themes; and the interactive To do this, it is important that visitors have a way of ﬁnding travel planner, which allows users to plan, save and share out more detail about what there is to do and how to get here. ideas for activities, accommodation and transport. ONLINE TRAINING THE TRADE The website www.newzealand.com is the main way Tourism The best way of persuading someone of something is to New Zealand provides information on what New Zealand has show it to them. Training the overseas travel trade on what to offer to potential visitors. New Zealand has to offer is no exception. Over 450,000 users now access the award-winning website The travel trade plays a vital role in ‘selling’ a destination, every month, to view the thousands of pages on what there providing on-the-ground expertise and assistance to potential is to see and do in New Zealand. visitors, advice which can be the make or break between choosing New Zealand, or an alternative destination. Newzealand.com has won the international Webby Award for best tourism site in the world twice for its functionality Tourism New Zealand brings around 2000 agents to and design. The site is designed around the look and feel of New Zealand every year to show them just what New Zealand the 100% Pure New Zealand campaign and the information has to offer. With the help of the Regional Tourism it provides centres on the details of New Zealand tourism Organisations, an itinerary is put together to showcase the operators and activities. These are uploaded for free by the sorts of activities that we know our target market enjoys. operators themselves. Familiarisation visits are organised for both front-line retail agents and for senior management of wholesalers, the Use of online resources is rapidly growing – worldwide internet people who make the ﬁnal decision about what goes usage is growing exponentially, as are the number of websites. into their brochure. It is no longer good enough just to have a website, you need to have a truly excellent web presence, using the tools that the Of course Tourism New Zealand can’t afford to bring all internet provides – interactivity, sound and movement – while travel agents to New Zealand, so we developed a way of keeping the site useful and simple to use. training agents using the internet. 20 WWW.NEWZEALAND.COM Photo Getty AWARD-WINNING WEBSITE TOURISM NEW ZEALAND AND THE WEB www.newzealand.com is Tourism New Zealand’s consumer www.media.newzealand.com website for international website. It is now a comprehensive and interactive media wanting to write stories about New Zealand. one-stop-shop for visitors to New Zealand, with the number Includes story angles and themes. of users of the site growing by 19% annually. The site is www.traveltrade.newzealand.com website for available in four languages – English, Japanese, Korean, international travel trade. Includes news and updates and simpliﬁed Chinese. Visitors can use the site to ﬁnd on trade-related issues and award-winning training modules out about anything from accommodation to zoos and to help international trade sell New Zealand better. everything in between. The Travel Planner tools allow visitors to plan a trip online, with useful tips and maps to www.images.newzealand.com website with images help them decide. The consumer site has also collected that can be used to promote New Zealand overseas. its share of accolades. In 2006, it won its second ‘Webby’ A registration process enables users to select images for the best tourism website and check for usage rights. in the world. The Webby Awards, based in New York, look for the world’s best online presence. Trade shows are also a good way of getting the New Zealand message across to the travel trade. Tourism New Zealand has a stand at a number of events in different countries across the year. There are also a series of Tourism New Zealand- organised events known as ‘Kiwi Links’. These events take a group of New Zealand-based tourism operators to our key markets to train local retailers and wholesalers. The website www.traveltrade.newzealand.com contains useful The small-group structure allows detailed information facts and tips for travel agents, and award-winning, online sharing and learning on both sides. training modules that teach and test travel agents knowledge of New Zealand, without them having to visit the country. See www.tourismnewzealand.com for events coming up. WWW.TOURISMNEWZEALAND.COM 21 Getting visitors to come to New Zealand is Tourism New Zealand’s main role. However, it is vital that when Much of Tourism New Zealand’s visitors get here their experience reﬂects what they have been promised. This is where research, providing a quality work takes place offshore – out in the experience and information come into play. marketplace among our consumers. WORKING TOGETHER The Kiwi ‘Number Eight Wire’ mentality has served New Zealand and the tourism industry well. From the bungy AT HOME to the invention of the jetboat – New Zealanders have been at Communicating with the New Zealand industry is an important the forefront of the innovations and developments that have part of what Tourism New Zealand does. Our marketing assisted in the growth of the tourism industry in this country. activity, our research programme and the fact that we have staff who are expert in our key markets means that Tourism The New Zealand tourism industry is made up of 10 major New Zealand has much useful information to share with the publicly-listed companies and between 13,500 and 18,000 industry. The more the industry understands our international small to medium-sized enterprises. Tourism supports nearly one job in 10 in New Zealand, with around 90,000 full-time visitors and increases the standard of the visitor experience, equivalent jobs provided directly through tourism and an the more New Zealand will be able to satisfy our visitors. estimated 60,000 indirectly. Industry Seminars are coordinated by Tourism New Zealand. Combined, that is a signiﬁcant impact in a country of only four These workshops include representatives from the Tourism million people, but we are still a tiny player in the global industry. Industry Association of New Zealand, the Ministry There are over 800 million travellers in the world – New Zealand of Tourism and Qualmark who travel around New Zealand gets only a fraction of these. New Zealand is a small country, with educating businesses on the latest trends and helping those less resources than most major destination marketing agencies, looking at expanding into international markets. Topics such so we rely heavily on the input and assistance of the New Zealand as the tourism distribution chain, quality standards, increasing tourism industry to have an impact. proﬁtability and how to use tourism research are covered. 22 WWW.NEWZEALAND.COM Tourism New Zealand’s chief executive and executive team WORLDWIDE also meet with tourism industry groups and other interested Much of Tourism New Zealand’s work takes place offshore parties regularly. Staff from various teams present on a regular – out in the marketplace among our consumers. Trade and basis to industry groups and sectors on Tourism New Zealand consumer travel shows and training offshore travel trade are activity, market and issues updates. Regular communication an integral part in helping New Zealand’s brand message with the Regional Tourism Organisations is also coordinated to get through. Regular updates are provided to keep the through the Corporate Communications team, keeping the industry up to date with New Zealand’s new offerings and regions up to date with tourism marketing activity. marketing activity. WWW.TOURISMNEWZEALAND.COM 23 IN PRINT Tourism News is Tourism New Zealand’s key publication The aim of research is to increase to keep the tourism industry up to date. A bi-monthly our understanding of our magazine, it is distributed to more than 6,000 readers across New Zealand and a small number offshore. The publication target market, and to help the contains in-depth market reports, details of Tourism New Zealand industry do so as well. New Zealand activity, tourism tips, market developments, tourism issues and events. Tourism New Zealand also produces an Annual Report and this publication, the Corporate Proﬁle. MÄORI TOURISM IN NEW ZEALAND New Zealand’s Mäori cultural identity is a cornerstone of who Regional Rap is a bi-monthly email publication which provides we are as a country and a unique selling point we have as a those in the tourism industry with an interest in international visitor destination. Tourism New Zealand recognises this and marketing with an anecdotal update on New Zealand’s key works with the New Zealand Mäori Tourism Council and the tourism markets. Mäori Regional Tourism Organisations on a regular basis. Give it 100% is a new publication designed to help operators Tourism New Zealand’s activity in this area concentrates on market their business effectively. The publication is a new building the internal capability of the organisation and working version of a booklet called Getting Started in Tourism, which with the industry internationally to raise the awareness of was previously produced. The Tourism Industry Association Mäori tourism. of New Zealand has produced a complementary publication called Tourism In Action with tips on how to start a business and the safety and regulatory information required. ONLINE The Tourism New Zealand website, www.tourismnewzealand.com, All Tourism New Zealand publications are also available on offers access to all of Tourism New Zealand’s research, a www.tourismnewzealand.com. calendar of offshore tradeshows and detailed guides to all of the key countries in which Tourism New Zealand engages in marketing activity. Tourism New Zealand publications and news releases are also published on the site along with 24 WWW.NEWZEALAND.COM information about Tourism New Zealand and key contacts The aim is to increase Tourism New Zealand’s understanding in the organisation.The site aims to keep the New Zealand of our target market and to help the New Zealand industry do industry, government and other interested parties up to date so as well. If New Zealand tourism operators can capitalise on with Tourism New Zealand activity and to help to educate this knowledge, potentially we can inﬂuence the quality and the industry on our key visiting markets. enjoyment of visitor experiences in New Zealand, and send more visitors home raving about what a great country we have. Anyone looking for information on New Zealand as a destination should visit the website www.newzealand.com MARKET RESEARCH If you are going to try and sell something to someone, you need to get to know them. You need to know not just what they enjoy doing on holiday, but what they don’t want to do. In order to place advertising and decide on how to market to them, you need to ﬁnd out what they do when they are at home – what magazines they read and what sort of television shows they watch. What activities do they enjoy doing as hobbies? Do they use the internet? Or do they prefer reading material in hard copy? This is where Tourism New Zealand’s research team comes in. The team evaluates perceptions of New Zealand among potential visitors, looks at how they plan their holiday, what they do when they come here, what they enjoyed and what they didn’t enjoy. The results give us a picture of how the 100% Pure New Zealand campaign is doing and the right direction for Tourism New Zealand’s future marketing. WWW.TOURISMNEWZEALAND.COM 25 i-SITE VISITOR CENTRES Getting to New Zealand is the ﬁrst step for international visitors. But once they arrive in the country, they need to ﬁnd out what to do and where to go. As leisure air travel is becoming more accessible, increasing numbers of travellers are becoming more ‘mature’, leaving the booking of many activities until they arrive. Provision of good quality, useful and relevant information is vital to cater for these visitors and to ensure that their experience in our country is stress-free, easy, safe and enjoyable. In 1990, the Visitor Information Network (VIN) was established by the New Zealand Tourist and Publicity In 1996, VIN developed its own nationally-recognised Department (now Tourism New Zealand). Its goal is to qualiﬁcation in conjunction with the Aviation, Tourism ensure that accurate, quality information is readily and Travel Organisation (ATTO) and has since introduced available to all visitors to New Zealand and its regions. a workplace training scheme. i-SITE New Zealand visitor centres provide up-to-date i-SITE New Zealand currently consists of over 80 centres information and a comprehensive booking service for located throughout New Zealand. All play a key role in attractions, transport, accommodation and events. Most helping manage the experience that visitors have when i-SITEs have internet facilities and some have cafés nearby in New Zealand. so visitors can sit and relax over a cup of coffee, digesting the information they’ve obtained, or email friends and family back home. Being an accredited member of the i-SITE New Zealand network means each individual centre has met network standards, which includes ensuring staff are well trained, knowledgeable and provide objective, quality information. 26 WWW.NEWZEALAND.COM QUALMARK www.tourismnewzealand.com offers market research New Zealand has a great reputation as a tourism destination including background on all New Zealand’s key markets and in the last few years as this reputation has grown, so has and information on New Zealand. This site is Tourism the number of visitors coming to New Zealand. Alongside New Zealand’s corporate website and includes information this, the number of operators has also been growing to meet on what we do, media releases and events. demand. This growth adds variety to the choices available to potential visitors, but it also makes their life more In 2001, after consultation with government and the tourism complicated. How do they choose what to do? How can they industry, the industry’s quality strategy was developed with decide which activities would be good to take part in, which Qualmark as a key component. The Qualmark Development accommodation they should stay in, or the transport they Forum, made up of members of the tourism industry, was would like to hire to help them get there? convened to provide direction and to champion the cause Helping visitors ‘book and buy with conﬁdence’ is one of the for the quality programme. aims of the Qualmark® – New Zealand tourism’s ofﬁcial mark Qualmark New Zealand Limited is New Zealand tourism’s of quality. All accommodation and tourism businesses that ofﬁcial quality agency. It is a government – private sector are Qualmark-accredited have undergone an independent and partnership between Tourism New Zealand and the rigorous assessment against up to 400 criteria to ensure their New Zealand Automobile Association. professionalism and trustworthiness, thereby giving visitors a It is run on a not-for-proﬁt basis tool to help them make decisions. as a service to travellers and Giving visitors a great experience in New Zealand is also a goal the tourism industry. of New Zealand’s tourism strategy, to enhance New Zealand’s For more see reputation as a world class visitor destination. The challenge is www.qualmark.co.nz or to continually improve standards and products, so that we not www.newzealand.com. only meet, but exceed, visitor expectations. WWW.TOURISMNEWZEALAND.COM 27 Travel between Australia and New Zealand has grown in both KEY COUNTRY MARKETS FOR NZ directions after a period of sustained airline capacity growth Tourism New Zealand targets its marketing to a number of and expansion of the gateway airports. Australian travel to key markets. These countries traditionally provide consistent New Zealand is expected to rise on average by 3.7% annually visitor arrivals to New Zealand, and have a large number of between 2007 and 2012, with 1.1 million Australians potential travellers who ﬁt the characteristics of Tourism expected to travel to New Zealand in 2012. New Zealand’s target market. That is, they are looking for the sort of holiday that New Zealand can provide. UNITED KINGDOM: The UK is the second largest source of international visitors, AUSTRALIA: and of visitor expenditure for New Zealand. There were just Australia is New Zealand’s largest source of international under 295,000 visitors from the United Kingdom in 2006, visitors and visitor expenditure. and they spent around NZ$947 million in total, and Just more than 903,000 Australians crossed the Tasman NZ$3,534 per person. In 2007, arrivals dropped to 292,717. in 2006, leaving behind a total of NZ$1.47 billion. In 2007, Visitors from the United Kingdom have a reasonably long arrivals rose to 950,206. The average spend per visitor is average length of stay, 28.2 days in 2006 compared to around NZ$1,795, and a spend per day of around NZ$160. 20.4 days for total visitors. While Australian visitors have a relatively low average spend, their short length of stay means that they have a relatively Like visitors from Australia and Canada, visitors from the high spend per day while they are in New Zealand. UK tend to favour a relatively independent style of travel. Just under half of travellers from the UK (48%) travelled Over half of all Australian visitors to New Zealand (52%) travelled to New Zealand as an FIT. as a FIT (Fully Independent Traveller). The age proﬁle of Australian visitors is relatively evenly distributed with visitors Tourism New Zealand’s target market in the UK is likely to aged 25-34 years, 35-44 years, and 45-54 years each belong to the higher socio-economic group and be under accounting for approximately 20% of all Australian visitors. 25-34 years and over 50-64 years. It is estimated about 34% of the long haul travel market (6.7 million) are a Around 61% of travellers out of Australia ﬁt into New Zealand’s match with this group. target market. All results based on the International Visitor Arrivals (IVA) and International Visitor Survey (IVS) which are up till YE December 2006. 28 WWW.NEWZEALAND.COM UNITED STATES: There were around 136,000 visitors in 2006 from Japan, In the year ended December 2006, visitors from the United who collectively spent NZ$475 million in New Zealand. States contributed NZ$696.5 million to the New Zealand They spent an average of NZ$3,739 per person in 2006. economy and had an average spend of NZ$3,513 per visitor. In 2007, Japanese arrivals fell to 121,652. Visitors from the US have historically had a high spend per day Japanese visitors to New Zealand favour packages, ($185 in 2006), due to a combination of a relatively short with 31% travelling in this style, while 28% travelled length of stay and a high overall spend. as Semi-Independent Travellers and 26% as FITs. A total of 61% of US visitors said the main reason for visiting The most common age groups are 15–24 and 55–64, New Zealand was for a holiday. US visitors prefer to travel as each making up around 21% of total arrivals. either a SIT (Semi Independent Traveller) (43%) or FIT (37%). Just over 2/3 of Japanese visitors are visiting New Zealand The age of US visitors to New Zealand was quite evenly spread for the ﬁrst time. Most (70.5%) Japanese visitors in 2006 with those visitors aged 15-24 years, 25-34 years, and 35-44 indicated that they would like to visit New Zealand again years each accounting for approximately 14% of visitors. in the future. Those aged 55-64 accounted for 20.5% of US visitors. A high percentage (58%) of US visitors to New Zealand visit at GERMANY: least one other country overnight during their travel to or from Germany is New Zealand’s seventh-largest source of New Zealand, compared with 36% for total visitors. This international visitor expenditure, and one of the largest reﬂects the relatively long haul nature of travel from the US. sources of European visitors. Just under 60,000 Germans visited New Zealand in 2006, spending NZ$267 million in For the majority (72%) of visitors from the US it was their ﬁrst total. In 2007, 59,765 German visitors came to New Zealand. trip to New Zealand. A large number of US visitors (75.8%) say that they would visit New Zealand again in the future. Visitors from Germany have a very high proportion of holiday- makers, around 71.5% of all visitors. These visitors are consistently younger than visitors from other countries. Around JAPAN: half (46.8%) of German visitors are aged under 35 years. For many years Japan has been New Zealand’s fourth-largest source of international visitors and visitor expenditure, and The type of traveller that Tourism New Zealand targets in New Zealand’s largest source of Asian visitors and visitor spend. Germany tends to seek active interaction with untouched, WWW.TOURISMNEWZEALAND.COM 29 natural environments. They are ﬁnancially prudent yet willing The most common reason South Korean residents visit to pay good money for authentic experiences and are likely to New Zealand is for a holiday (69.6%). be in the 18-30 or 50-65 age groups. Eighty-one percent of South Korean visitors indicated German visitors tend to travel in a highly independent manner that they would return again to New Zealand. with around 90% travelling either fully or semi independently. Visitors from Germany also typically travel widely throughout CHINA: New Zealand, visiting a large number of places. This diverse China is now one of New Zealand’s largest sources of travel pattern is made possible by the very long average length international visitors and visitor expenditure. In the year ended of stay of German visitors of around one month and a half December 2006, there were just under 106,000 visitors from (43.1 days) per visit. China, who spent a total of NZ$326 million with an average of NZ$3,341 per visit; in 2007 that rose to 120,804. KOREA: Tour groups are still the most popular from this market, South Korea remains New Zealand’s sixth-largest source of with 41% of Chinese visitors travelling in this way. Over three international visitors and of visitor expenditure. quarters (79%) of Chinese visitors are on their ﬁrst visit to In the year ended December 2006 South Korea contributed New Zealand with most visitors indicating they would visit NZ$327.3 million to the New Zealand economy, spending an New Zealand again (80%). average of NZ$3,458 per person. Total Korean visitor arrivals for the same period numbered at 111,361, but arrivals SINGAPORE: dropped to 99,453 in 2007. There were around 28,000 visitors from Singapore in 2006, Twenty-eight percent of South Korean visitors to New Zealand spending around NZ$60.5 million in total. In 2007, travelled alone, with 26% travelling with a tour group. Most New Zealand welcomed 26,836 Singaporeans. are fully-independent travellers (46%), with 16% travelling as Just under half (45.4%) of visitors from Singapore are between part of a package. 25-44 years. Over half of the visitors from Singapore (54.7%) Most South Korean visitors to New Zealand in 2006 were mention holiday as the primary purpose of their visit to aged between 45-64 years (41.3%), while 31.7% were aged New Zealand. The majority of visitors from Singapore travelled between 25 to 44 years. in either a fully (43%) or semi (36%) independent style. The 30 WWW.NEWZEALAND.COM median length of stay in 2006 is nine days. HONG KONG: The majority of visitors from Singapore (94%) were travelling With 23,570 visitors in 2006, and 22,687 in 2007, to New Zealand as their sole destination. Hong Kong is one of New Zealand’s smaller Asian markets. Average spend by Hong Kong visitors in New Zealand is TAIWAN: around NZ$3,173, with total expenditure NZ$71.5 million. Visitors from Taiwan spend around NZ$98.4 million Tourism New Zealand’s target market in Hong Kong comprises in total in New Zealand and NZ$3,862 per holiday. around 36% of the total long haul travel market. They are In 2007, 25,695 visitors arrived from Taiwan. generally well educated, preferring self-drive, and high-end Holiday is the primary purpose of the visit for over half accommodation. (56.2%) of all Taiwanese visitors that come to New Zealand. More than half (56%) of all visitors from Taiwan travel in a THAILAND fully-independent manner, while 21% of visitors choose to Just over 18,000 Thais made their way to New Zealand in travel in a semi-independent manner. 2006, spending around NZ$82.6 million; the ﬁgure rose to A high proportion of visitors from Taiwan (81%) cite New Zealand 20,349 in 2007. as their sole destination on their trip. Almost half (49%) of the New Zealand is positively perceived by Thais as one of the visitors from Taiwan have been to New Zealand before. safest and best value tourism and education destinations. In Taiwan, Tourism New Zealand’s target market comprises While Thai visitor spending in New Zealand varies considerably around 23% of the long haul travel market and is likely to by season, at nearly NZ$5,800 it is about 35% higher than an have a high personal income (over NT $500,000). Women average spend by Thai visitors to other overseas destinations. are the main target, as they are still the decision makers for This implies that Thais who come to New Zealand come mainly travel products and make up 55.6% of Taiwanese visitors from the high-end of the market. to New Zealand. Sources: Tourism Research Council of New Zealand, YE December 2006 www.trcnz.govt.nz. Tourism New Zealand Market Guides www.tourismnewzealand.com WWW.TOURISMNEWZEALAND.COM 31 TAP INTO THE 100% PURE CAMPAIGN International travel trade events – Tourism New Zealand organises and supports a number of international travel trade www.newzealand.com – is a key source of information and consumer events every year in key overseas markets. for potential visitors planning their trip to New Zealand. To view upcoming events and ﬁnd out how you can be involved, All Tourism New Zealand marketing activity promotes this visit www.tourismnewzealand.com and click on ‘Events’. website. New Zealand-based operators can register their business on this website at www.register.nztb.co.nz Tourism News – bimonthly magazine featuring local and international tourism news, success stories, new research www.tourismnewzealand.com – the Tourism New Zealand ﬁndings and other news that’s relevant to the tourism world. corporate website includes information on the 100% Pure Go to www.tourismnewzealand.com (‘Publications’) or email New Zealand campaign, key contacts and research on the firstname.lastname@example.org to receive Tourism News by post. motivation and satisfaction of New Zealand’s potential and actual visitors. Give it 100% – An introductory guide to marketing and developing your tourism product. To order a free copy email www.traveltrade.newzealand.com – is used by overseas email@example.com or visit www.tourismnewzealand.com and New Zealand-based travel trade. Information is speciﬁc for an online version. to their needs, so items like what commission operators offer and language capability are available to the trade to view. Posters – 100% Pure New Zealand posters are available Fill in your trade-speciﬁc details through your listing in to buy. For current poster titles call toll free on www.register.nztb.co.nz 0508 868 747, during ofﬁce hours. International Media Programme (IMP) – this Tourism New Zealand Presentation Pack – for business people, New Zealand programme brings key media to New Zealand exchange students or anyone planning to make a presentation each year so they can experience this country ﬁrst-hand. on New Zealand overseas. Includes Tourism New Zealand’s If you would like to be included in this programme, talk to four-minute promotional video and speech cue cards. your local Regional Tourism Organisation (RTO). Available at cost price. Email: firstname.lastname@example.org Explore New Zealand Programme – offers free and discounted Online image library – Tourism New Zealand has images that activities to international travel agents, wholesalers and are available to support the marketing of New Zealand as a selected media. It aims to positively ‘inﬂuence the inﬂuencers’. holiday destination for use outside New Zealand or on websites Registration details on www.tourismnewzealand.com for this purpose. Websites cannot be used to source images for paid advertising. Qualiﬁed users can register to use images from this site. www.images.newzealand.com 32 WWW.NEWZEALAND.COM JAPAN TOURISM NEW ZEALAND TOURISM NEW ZEALAND TOURISM NEW ZEALAND CHRISTCHURCH SINGAPORE Unit 5, 35 Sir William Pickering Drive 391 Orchard Road BOARD MEMBERS Burnside #15-01 Ngee Ann City PO Box 14 129 15th Floor, Tower A Wally Stone (Chairman) Christchurch Singapore 0923 Susie Johnstone (Deputy Chair) NEW ZEALAND SINGAPORE Malcolm Johns Ph: +64 3 961 4830 Ph: +65 6738 5844 Kathy Guy Fax: +64 3 961 4835 Fax: +65 6235 2550 Sean Murray Paul Bingham TOURISM NEW ZEALAND TOURISM NEW ZEALAND AUSTRALIA – SYDNEY TAIWAN – TAIPEI Glenys Coughlan Suite 3, Level 24, 1 Alfred Street World Marketing Corp Kay McKelvie Sydney 2F-4, No 459 John Barrett PO Box R1546 Chung-Hsiao East Road Royal Exchange PO Section 5 NSW 2000 Taipei TOURISM NEW ZEALAND AUSTRALIA Ph: +61 2 8220 9000 TAIWAN Ph: +886 2 2764 8986 EXECUTIVE TEAM Fax: +61 2 8220 9099 Fax: +886 2 2764 8977 GEORGE HICKTON TOURISM NEW ZEALAND TOURISM NEW ZEALAND Chief Executive CHINA – SHANGHAI THAILAND – BANGKOK Unit 2505, Bund Centre Unit 2503 TIM HUNTER 222 Yan An Road East 25th Floor Tower B General Manager Operations Shanghai 200002 Empire Tower CHINA 195 South Sathorn Road DAVID WILKS Ph: +86 21 6335 0097 Yannawa General Manager Tourism Development Fax: +86 21 6335 0921 Bangkok 10120 THAILAND CAS CARTER TOURISM NEW ZEALAND Ph: +66 2 670 0115 General Manager Corporate INDIA – MUMBAI Fax: +66 2 670 0116 Communications Ofﬁce F, Level 15 CATHERINE BATES Nariman Bhavan TOURISM NEW ZEALAND Nariman Point UNITED KINGDOM – LONDON General Manager Consumer Marketing Mumbai 400021 NEW ZEALAND House JANE DENT INDIA Haymarket General Manager International Ph: +91 22 5634 8040 London SW1Y 4TQ Fax: +91 22 5634 5516 UNITED KINGDOM Public Relations Ph: +44 207 930 1662 KEITH THOMAS TOURISM NEW ZEALAND Fax: +44 207 839 8929 General Manager Corporate Services JAPAN – OSAKA Pias Tower, 15F TOURISM NEW ZEALAND 3-19-3 Toyosaki USA – LOS ANGELES Kita-ku 501 Santa Monica Boulevard TOURISM NEW ZEALAND Osaka 531-0072 Suite 300 CORPORATE OFFICE JAPAN Santa Monica WELLINGTON Ph: +81 6 6374 8654 CA 90 401 Level 22, Vodafone on the Quay Fax: +81 6 6374 8656 USA 157 Lambton Quay Ph: +1 310 395 7480 PO Box 95, Wellington TOURISM NEW ZEALAND Fax: +1 310 395 5453 NEW ZEALAND JAPAN – TOKYO Ph: +64 4 462 8000 World Trade Centre Building TOURISM NEW ZEALAND Fax: +64 4 915 3817 Building 12F USA – NEW YORK 2-4-1 Hamamatsu-cho 222 East 41st Street TOURISM NEW ZEALAND Minato-ku Suite 2510 AUCKLAND Tokyo 105-6112 New York 147 Victoria Street West JAPAN NY 10017 Auckland Ph: +81 3 5400 1311 USA PO Box 91 893 Fax: +81 3 5400 1312 Ph: +1 212 661 7088 AMC, Auckland Fax: +1 212 832 7602 NEW ZEALAND TOURISM NEW ZEALAND Ph: +64 9 914 4780 KOREA – SEOUL Fax: +64 9 914 4789 Room 1107-1108 Ofﬁcial Building 163 Shinmunno 1 (il)-ga Jongno-gu Seoul 110-999 KOREA Ph: +82 2 3210 1107 Fax: +82 2 3210 1108 34 WWW.NEWZEALAND.COM TOURISM NEW ZEALAND PEOPLE WWW.TOURISMNEWZEALAND.COM 35 Tourism New Zealand Manaakitanga Aotearoa, PO Box 95, Level 22, Vodafone on the Quay, 157 Lambton Quay, Wellington, New Zealand Tel : +64 4 462 8000 www.tourismnewzealand.com www.newzealand.com This Corporate Proﬁle has been printed using vegetable oil based ink on 100% recycled waste paper. 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