Tourism New Zealand is planning activity to ignite visitation and leverage the pent-up demand and desire to travel following yesterday's announcement that there would be quarantine-free travel between Australia and New Zealand.
Tourism New Zealand interim chief executive René de Monchy says the border opening supports the recovery of New Zealand’s international tourism industry and is valuable for both nations.
“We aren’t expecting Australian visitor numbers to return to previous levels for some time, and expect the first to travel will be those reconnecting with family and friends,” de Monchy says.
“Tourism must give back more than it takes. We have a strategic marketing approach to deliver exactly that and ensure visitors have clear expectations of how to look after our home.
“Tourism New Zealand has been working hard to keep Aotearoa top of mind for Australian visitors over the last year. We will need to work even harder to convert this into bookings."
De Monchy says the tourism body has conducted research and discovered insights that will help ensure the industry is well positioned for recovery and ready to attract Australian visitors again.
“Our research shows over half of Australians are motivated to have a holiday that includes fun and enjoyment (56%) and to relax and refresh (53%)," de Monchy says.
"This presents a great opportunity for operators and businesses to offer experiences that appeal to this.”
Currently, 89% of New Zealanders believe re-starting tourism when it is safe to do so, is important for the wellbeing of New Zealanders.
Prior to COVID-19, Australians made up almost 40% of international arrivals to New Zealand and contributed around 24% or $2.7 billion of New Zealand's annual international visitor spend.
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