The ‘Kiwi North’ campaign comes after New Zealand lost its number one ranking to Indonesia two and a half years ago.
The country welcomed 1.4 million Australian arrivals last year, with 600,000 traveling specifically for holidays. Australia remains New Zealand’s most important visitor base.
Some 15 North Island regional tourism organisations (RTO) have travelled across the Tasman for a two-city roadshow to connect with the Australian travel trade and trade media. It’s the first time North Island operators have joined together to present a united front.
During the roadshow representatives from the North Island RTO and more than 70 tourism operators will meet face-to-face with Australian product managers, frontline travel sellers, editors and journalists in Sydney and Melbourne.
The shift from promoting individual regions to a unified North Island approach responds directly to Australian market feedback requesting a more cohesive understanding of what the destination offers.
“In the past, we’ve communicated to the market in bite-sized chunks,” said Oscar Nathan, General Manager, Tourism Bay of Plenty, in an interview with Traveltalk.
“The feedback from the Australian marketplace is that a more cohesive approach would be better for time efficiency and effectiveness.
“So what we’re trying to achieve is a stronger, united sort of voice.”
The North Island’s key selling points are its diversity and convenience – visitors can experience thermal hot pools, pristine beaches and skiing within hours of each other.
Mr Nathan described it as a “four seasons in one holiday” experience, particularly appealing to families with varying interests.
Enhanced connectivity supports the push, with Auckland and Wellington airports receiving significant investment, plus new Jetstar flights from Gold Coast and Sydney directly to Hamilton in the Waikato region.
“We’re here to give Australians even more reasons to head north,” said Karen Thompson-Smith, Head of Tourism at Tātaki Auckland Unlimited.
“This roadshow is about responding to what the industry and travellers are asking for – more connection, more clarity and more inspiration. We’re making it easier than ever to discover, sell and book the North Island.”
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