New Zealand’s latest tourism marketing campaign is unashamedly seeking to attract big spenders.
In its first global campaign in two years, 'If You Seek' teases with sneak-peeks of destinations and activities.
Tourism New Zealand says the aim is to reach high-quality visitors who TNZ believes will explore more deeply, spend more “and engage with our culture and environment respectfully”.
Tourism minister Stuart Nash recently attracted criticism by saying New Zealand had no interest in “the people who put on Facebook how they can travel around our country on $10 a day eating two-minute noodles”.
The campaign includes trade content and activity to engage and educate travel sellers, who wish to upskill on New Zealand and are an important part of Tourism New Zealand’s work to attract quality visitors.
Tourism New Zealand chief executive René de Monchy said there was intense international competition to attract visitors.
"Because of our size and location New Zealand will have to work hard to encourage visitation post-Covid with international visitor numbers taking years to build up and Kiwis now having the option of travelling overseas," de Monchy said.
"We want to tap into the curiosity of our target, high-quality travellers, who we know are adventurous and keen to dig beneath the surface of the places they visit, whether on the beaten path or not."
Travel agents will have the chance to hear more about the latest TNZ campaign at Kiwi Link Asia 2020 in Singapore, 29-31 August.