New Zealand announces ambitious plans
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Tourism New Zealand has announced plans to evolve the 100% Pure brand, take an active role in helping regions grow by $1 billion per annum, and ensure that growth is sustainable and enriches New Zealand.
“Tourism growth is a global phenomenon that has delivered benefits for New Zealand. However, the success of the past is no guarantee of the future. We collectively need to do things differently to ensure that future growth is sustainable and enriching for the long-term benefit of New Zealand,” Stephen England-Hall, Chief Executive, Tourism New Zealand, says.
“Tourism New Zealand has an increasingly important role to play in sustaining growth, both in attracting the best visitors for New Zealand and in preparing New Zealand to benefit socially, environmentally and economically from that growth.”
“Over the coming months Tourism New Zealand will source and share new valuable visitor insights with industry and government to guide decision making and identify opportunities.”
This includes obtaining detailed information about international visitor activity when they are in the country - where are they going, what are they spending their money on and what do they want to experience.
“Information is the key to informing smart investment in tourism infrastructure and product development decisions and we are really excited to play more of a role in this.”
The information will also be used to inform campaign work and marketing and storytelling workshops for industry to ensure visitors include regional visits into their holidays.
“Tourism New Zealand will help regional tourism grow by $1 billion per annum more than current numbers by developing, implementing and promoting strategies that are inclusive of our regions as well as the gateways that connect them to the world.” England-Hall also announced changes ahead for the iconic 100% Pure Tourism New Zealand brand. “The brand is incredibly successful, showcasing the country’s landscapes and scenery and has worked because it reinforces the key reasons visitors choose New Zealand.