Additional Money to Bring 45,000 More Visitors

For immediate release
2 November 2009

Additional Money Expected to Bring 45,000 More Visitors

Additional funding of $20 million announced today by Prime Minister and Minister of Tourism John Key is expected to bring up to around 45,000 additional visitors to New Zealand through increased marketing efforts, Tourism New Zealand says.

The additional money is the first significant funding increase Tourism New Zealand has received since it was established as the New Zealand Tourism Board in 1991. At that time Tourism New Zealand received annual base line funding of $55 million, which was increased to $69 million in 2007.

The additional investment for the tourism industry would bring an additional $125 million into the country over the next year as a result of increased international visitation.

Tourism New Zealand chief executive George Hickton said the additional investment would be primarily directed toward three markets: the US, China and UK/Europe, and on further joint venture work in Australia.

The additional investment for UK/Europe will be focused on growing and developing European markets.

Additional funding in China will go towards stimulating more outbound travel to New Zealand from Shanghai’s large and growing middle class, as well as developing the Beijing market. The additional investment will give New Zealand an opportunity to operate larger campaigns for longer in a market which shows considerable opportunities to develop.

Tourism New Zealand and Air New Zealand believe that New Zealand could make a much greater impact in the US market if New Zealand put in the right level of investment.

“Tourism New Zealand and Air New Zealand have been working together on a plan for the US market for some time and this additional funding means we will shortly be able to announce further details of that project,” Mr Hickton said.

Other partner relationships will also be announced shortly now that the funding has been confirmed.

Some of the additional investment in marketing New Zealand will be put into new campaign work almost immediately to help bolster the peak summer season for the industry.

“The additional funding will also allow Tourism New Zealand to continue marketing year-round in Australia and to look for further joint venture opportunities, particularly with Regional Tourism Organisation partners,” Mr Hickton said.

ENDS

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