The Global Marketing Strategy Of Tourism New Zealand

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Executive Summary for 2009-2010

Tourism New Zealand was established to market New Zealand as a visitor destination overseas for the long-term benefit of New Zealand for the year 2009-2010.

• International tourism contributed some $9.5 billion, or 18.2 per cent, to New Zealand’s total export earnings in the year to March 2010, including airfare sales. Tourism New Zealand was firmly focused on improving tourism’s contribution to economic growth for New Zealand.
• Tourism New Zealand’s aim in 2009-2010 was to do with the increasing the number of visitors,how long they stay and how much they spend while in New Zealand.
• They achieved this by building an even stronger brand position for New Zealand through advertising and promotion in our key …show more content…

It will also deliver upto 85,000 visitors who we have the opportunity to convert to become New Zealand advocates, recommending a holiday here to their friends and families, and, we hope, returning themselves.Tourism New Zealand will also continue to work through our jointly-owned subsidiary Qualmark, and through our interests in the i-SITE visitor network, to ensure that visitors have a high-quality experience and go home positively promoting New Zealand to their friends and family.To deliver its new strategy, TourismNew Zealand will make the internalchanges required to align its managementstructure to deliver the strategy and …show more content…

. In the year end June 2011, over 2.5 million international travelers visited New Zealand.

Main aim for the year 2010-2011 were how much tourist are visiting New Zealand and how much are they ready to spend while visiting New Zealand.

Increasingly New Zealand was utilizing various media channel including the paid media channels to inspire the target customer to choose New Zealand as the next destination.
The market strategy that was adopted by New Zealand government for the year 2010-2011 focused on:

• Prioritizing the market and sector according to the growing economic growth
• Focusing on market conversion
• Partnership with subsidiaries
• Supporting Recovery from the Christchurch earthquake
• Strengthening organizational building capabilities

The main focus for 2010-2011 was on the recovery and rebuilding of Christchurch after it was impacted by an

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