New Zealand is eager to revitalize its tourism sector after experiencing a complete shutdown during the pandemic. With overseas visitation still lagging around 20% below pre-pandemic levels, the country is looking to attract more tourists beyond the popular December to February months when visitation typically spikes. Late to fully reopen its borders to international travelers, New Zealand is now seeking to draw more visitors beyond its summer season in a bid to boost its struggling tourism industry.
The North American market has been a source of strength for New Zealand, with a positive foreign exchange rate and increased flight connectivity driving a significant increase in American arrivals over the past summer compared with pre-pandemic levels. New routes from airlines like Delta, United, and American Airlines have opened up, making it easier for tourists to visit New Zealand. The country is also focusing on attracting more visitors during the off-season to combat seasonality issues that have historically plagued the tourism sector.
One way that New Zealand is working to attract more tourists during the winter months is by busting the myth that winter is not a good time to visit. The country offers a variety of evergreen activities that appeal to travelers year-round, such as whale watching in June or July. By highlighting these unique winter experiences, Tourism New Zealand hopes to showcase the diversity of activities available in the country and encourage more visitors to explore outside of the traditional summer season.
Tourism New Zealand has also collaborated with renowned New Zealand director and actor Taika Waititi on a campaign to promote the country as a tourism destination. Waititi’s quirky sense of humor and unique storytelling abilities have helped showcase the variety of activities and experiences available in New Zealand. The campaign has been well received and has generated international headlines, further boosting interest in New Zealand as a tourist destination.
New Zealand has also embraced Maori culture and identity as a key part of its tourism marketing strategy. The country’s unique Maori heritage and traditions are showcased in campaigns like “If You Seek”, which put Maori concepts and storytelling at the center of New Zealand’s tourism narrative. By highlighting Maori culture, Tourism New Zealand hopes to intrigue visitors and encourage them to explore this important aspect of New Zealand’s identity.
Additionally, New Zealand’s association with the “Lord of the Rings” and “The Hobbit” film series continues to attract tourists to the country. The iconic landscapes and settings featured in these movies have become a major draw for visitors, with one in five tourists expressing interest in visiting New Zealand because of its connection to the films. The enduring popularity of these movies has helped keep New Zealand in the spotlight as a must-visit destination for fans of the fantasy genre.
