New Zealand
GAME ON T
here may be disagreement over its likely short- and medium- term benefits, but the Rugby
World Cup undoubtedly came at a good time for New Zealand. An increase in visitors from China and
other Asian markets this year has not compensated for a major drop from its traditionally strong market, the UK. About 25,000 of the 95,000 international visitors arriving for the Rugby will be from the UK and Ireland, but the hope is that the huge worldwide publicity generated by the tournament will bring longer-lasting benefits. UK arrivals have been badly hit by the
recession, a poor exchange rate for the pound and increases in airfares, made worse by fuel surcharges and a top-band rate of Air Passenger Duty (APD). In the
12 months to March UK visitors slumped by 14% to just short of 220,000, with spending down by nearly 18 percent to £334 million. This compares to 300,000 arrivals in 2005. Another factor – this time unexpected
– affecting demand this year is the February earthquake in Christchurch, which has hit tourism to the entire South Island. These problems aside, there is no doubting that New Zealand is still one of the top destinations people want to visit; it remains as attractive and ‘aspirational’ as it ever did and it is a sure bet that pent-up demand will deliver tourists sooner rather than later. The Visiting Friends and Relatives
(VFR) market continues to be important, as do back-packers and
As the Rugby World Cup draws to a close, with the final in Auckland on October 23, those involved with selling the country’s tourism products hope the tournament will provide a much-needed boost, says Dave Richardson
young people on extended working holidays. Appealing to well-off couples is proving more of a challenge, but the great scenery, wide range of activities and iconic film locations are all in New Zealand’s favour. New Zealand shot to prominence on
the silver screen with Lord of the Rings, and director Peter Jackson is now making The Hobbit, with part one due for a Christmas 2012 release. Many of the scenes are being filmed around Wellington, which has been dubbed ‘Wellywood’ to recognise its current starring role in the film-making industry. Most major hotels in Christchurch
remain closed due to damage caused by the earthquake, meaning group travel and conventions must avoid the city. But the airport and some major attractions
are functioning normally and the rest of South Island is unaffected. Rebuilding the city will take many years, and hopes to rebuild confidence in the rest of South Island depend on raising trade and public awareness. New Zealand faces major challenges in
the short-term, but more initiatives to boost arrivals can be expected, such as the free air travel that was offered by Australian Pacific Touring to its coach tour passengers last spring.
What’s New Air New Zealand has revamped Premium Economy only a few months after re-launching it on the London-Los Angeles-Auckland route, taking out a row of seats to give passengers an extra six inches of legroom. The airline reports
56 October 2011 •
www.sellinglonghaul.com
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