One campaign to rule all tourists
"Special interest travellers tend to spend more and stay longer than travellers seeking a more general leisure experience. For example, over the past five years, 318,000 international tourists participated in a cycling activity. On average, these travellers spend close to $4,000 per trip, compared to $2,500 for all other visitors.
“New Zealand has some spectacular experiences available for people seeking a cycling holiday, such as New Zealand Cycle Trails' 21 Great Rides, which is why we have introduced this component to the latest version of the 100% Middle-earth, 100% Pure New Zealand campaign," said Tourism New Zealand's chief executive Kevin Bowler.
Research has shown the special interest activities for which New Zealand resonates most successfully across target markets include walking, cycling, golf, fishing and skiing particularly in Australia.
The 100% Middle-earth, 100% Pure New Zealand campaign was first launched in Australia in August 2012 and aims to demonstrate that what people see in the cinema as the fantasy world of Middle-earth, is actually a real place just waiting to be explored.
Tourism New Zealand's Active Considerer monitor from the first phase of the Middle Earth campaign showed that 82 percent of respondents stated the campaign increased their interest in New Zealand, and 73 percent stated the campaign improved their opinion of New Zealand. ■