Tourism New Zealand (TNZ) is focused on increasing tourism numbers to New Zealand throughout the year, particularly by encouraging visits during the off-peak season from March to November.
TNZ general manager for Asia, Greg Wafelbacher, said: “We aim to increase the value of tourism in New Zealand by US$5 billion over the next four years, with 70% of that growth coming from off-peak arrivals.”
TNZ hopes to attract more tourists during off-peak periods. Pictured is Lake Matheson on New Zealand’s South Island.
“By encouraging off-peak season arrivals, we support our tourism industry and economy while providing travelers with a great experience with fewer crowds and attractive perks.”
He highlighted that Southeast Asian markets play a key role in this strategy, as tourists from these countries often travel during school and festival holidays which coincide with New Zealand’s off-season.
“During the off-peak season, we see more visitors from Southeast Asia than the average for all markets.
“Southeast Asians considering a holiday to New Zealand have an average of 85% off-peak consideration. They are attracted to our scenery, nature, wildlife and local cuisine. New Zealand is also an attractive road trip destination, with car and campervan holidays becoming increasingly popular. Off-peak seasons mean less congested roads and you can enjoy some spectacular scenery as you travel around the country.”
While Singapore is a mature market, new potential markets in Southeast Asia include Malaysia, Thailand and Indonesia.
Wafelbacher recently led a delegation of 39 exhibitors from New Zealand to Kiwi Link Southeast Asia 2024, held in Kuala Lumpur from July 15-16. New Zealand exhibitors met with 36 travel industry buyers from Singapore, Malaysia, Thailand and Indonesia during the two-day event.
The event aimed to showcase New Zealand as a great off-peak destination for international travellers, build strong sales capabilities for product managers and increase New Zealand’s share in the Southeast Asian travel industry.
Christchurch NZ tourism market manager Chrissie Griggs noted Singapore Airlines’ daily direct flights from Singapore to Christchurch were increasing visitor numbers to the South Island from Singapore and Malaysia.
She said: “Singapore Airlines is currently the only airline that operates direct flights from Southeast Asia to Christchurch. Tourists from Singapore typically spend a couple of days in Christchurch before touring other destinations in the South Island.”
