ZEALAND NEW Take The Middle Ground
Agents selling New Zealand holidays face some undeniable challenges, but a raft of new product, not to mention the country’s ever-stunning backdrops, offer plenty of opportunities, says Peter Ellegard
earthquake in February 2011 to the euphoria of hosting – and winning – the Rugby World Cup last autumn, when the near-1.5 million people who attended the 48 matches included over 23,000 travelling UK and Irish fans. However, the UK’s rising APD levies is
T
seen as a long-haul travel deterrent by Tourism New Zealand’s UK and Europe Regional Manager, Danielle Genty-Nott, while the exchange rate, new fuel surcharges and the euro crisis are other challenges. Yet optimism is high for future tourism prospects, not only on the back of the rugby tournament but also because of the release later this year of the first of two Hobbit movies, both of which are being filmed in New Zealand. “The Hobbit films will put New Zealand and its stunning landscapes centre stage for movie lovers world- wide and Tourism New Zealand is working to convert the international attention New Zealand will draw from the movies, into travel,” said Genty-Nott.
50 July/August 2012 •
www.sellinglonghaul.com
he past 18 months have seen New Zealand go from the low of the devastating Christchurch
The country’s 100% Pure New Zealand
campaign will be tweaked to capitalise on the movies, using the message '100% Middle Earth, 100% Pure New Zealand'. New Zealand’s image of a pristine environment with lots of adventure activities is being boosted by new tourism developments including the recently-launched long-distance hiking path Te Araroa, from Cape Reinga in the North Island to Bluff in the South Island, and the New Zealand Cycle Trail project, with 18 rides through some of the country’s most iconic countryside.
And the Mackenzie Basin has been designated as an
International Dark Sky Reserve
(IDSR), a designation which is expected to bring many more stargazers to the Canterbury region.
However, it will be a while before Christchurch, particularly its CBD area, recovers fully, but the rebuilding has started and the comeback is underway. While beds in the city are still in short
supply, there are more than 9,000 available now and the aim is to get capacity up to at least 60% of pre-quake levels, when there was overcapacity. The biggest reduction (of beds) is in the three-star and four-star market with more emphasis on more upscale properties in future developments. Operators say the numbers visiting Christchurch are picking up again but that clients are spending less time there due to the
limited accommodation. Katrin Rummer,
Travel 2’s Australasia product manager, said clients were opting for
one-night stays in Christchurch rather than a longer duration. UK visitors are also becoming more
price conscious and looking to maximise their budgets, according to operators – and that is where agents can score with their expert knowledge.
What’s New As Christchurch continues to rebuild, a cardboard cathedral will temporarily replace earthquake-damaged Christchurch Cathedral later this year. A shipping container shopping mall has also opened in the city. The Motu Trails, the seventh Great Ride in the New Zealand Cycle Trail,
Selling Tip Don’t rush…“Suggest
three weeks to discover at a leisurely pace much of what the country offers”
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