Tourism New Zealand announced Tourism 2025 theme and its aspirational goal to reach $41b value by 2025.
Chief Executive Kevin Bowler says Tourism 2025 has bought the industry together and has forged a shared vision for where we want to get to and how with a collective focus, we can get there.
Kevin says that Tourism New Zealand’s work under its current three-year marketing strategy fits closely with the 2025 framework and the organisation is using its additional funding provided by the Government to drive actions across Tourism 2025’s five central themes.
“The Tourism 2025 theme ‘targeting for value’ is perfectly aligned with Tourism New Zealand’s objective to increase the value of international visitors to New Zealand,” he says.
“To help achieve this, we have increased our investment in international business events, premium visitor segments, and special interest travel sectors recognising these visitors typically spend more than the average holiday visitor.
“We are working closely with airlines and airports to encourage growth in airline services to ‘grow sustainable air connectivity’, and have a number of joint venture partnerships in place, most significantly a $20 million per annum joint marketing agreement with Air New Zealand.
“Our involvement with the i-SITE network, Qualmark and the China market through the ADS and PKP programmes are our key contributions to the Tourism 2025 theme “drive value through outstanding visitor experience”.