Winter Games set to Boost New Zealand Tourism

The first-ever 100% Pure New Zealand Winter Games kicks off tomorrow, promising to give a huge boost to New Zealand’s profile overseas.

A strong contingent of international media is attending the event and Tourism New Zealand and Destination Queenstown have been working with broadcasters and international media from key tourism markets to ensure maximum exposure for New Zealand.

The biennial 100% Pure New Zealand Winter Games runs from 21 to 30th August at Coronet Peak, The Remarkables, Cardrona, Snow Farm, Naseby and Dunedin.

More than 800 of the world’s best athletes from 31 nations will take part, providing huge marketing potential for New Zealand.

“This is a great opportunity for New Zealand and the 100% Pure New Zealand brand to be seen around the world and we have been working to ensure that we make the most of leveraging this event,” Tourism New Zealand chief executive George Hickton said.

“The Games are a perfect fit with 100% Pure New Zealand and it’s a great way to celebrate the brand’s 10th birthday this year,” he added.

The Games are expected to put New Zealand’s pristine winter landscape on 350 million television screens around the world. It is expected to generate $50 million into New Zealand’s economy in the first year.

An investment of $1 million came from the Major Events Development Fund, which allowed Tourism New Zealand to secure naming rights.

“Being able to use existing events and visiting media allows Tourism New Zealand to get the 100% Pure New Zealand brand and New Zealand experience out there in a cost-effective and smart way,” Mr Hickton added.

Destination Queenstown CEO Stephen Pahl said Queenstown had seen the merit in investing in the inaugural Winter Games and had pledged its support during its formation as a foundation partner.

“The Games are a fantastic platform to show how Queenstown can take part in hosting a world class event,” Mr Pahl said.

Between April and June this year, New Zealand has welcomed 206,762 winter holiday visitor arrivals, 6% up on the same period last year. Almost half of those arrivals were from New Zealand’s closest neighbour and biggest visitor market, Australia.

Last year an estimated 98,776 international visitors participated in a snow sport over the winter months, and it looks likely that figure will be exceeded this year.

ENDS

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