Tourism New Zealand recently concluded its first global trade incentive campaign, rewarding travel sellers worldwide with a unique trade familiarisation trip to New Zealand. The incentive campaign was launched to encourage trade partners to seek more and enhance their destination knowledge of New Zealand.
To qualify, participating travel sellers were required to participate in activities and utilise the marketing resources in-market to join a trade familiarisation trip to New Zealand. The first-of-its-kind incentive campaign was launched as part of a concerted effort to support tourism recovery in New Zealand. The organisation actively increased its trade initiatives across markets.
Travel sellers from Australia, Germany, Japan, North America, Singapore, South Korea, India and the UK joined the recently completed IF YOU SEEK trade familiarisation trip. Between 17-22 April 2023, they participated in unique experiences through sensory, seeker-themed activities handpicked with the campaign.
During the trip, travel sellers from Asia visited the North Island (Waiheke Island, Waikato, Rotorua and Northland). They enjoyed unique experiences, including a Pōwhiri (Māori welcome ceremony) at Piritahi Marae, followed by a bespoke tour of the island led by Ananda Tours and a visit to Batch Winery. They also experienced a private guided tour of the conservation reserve at Maungatautari (Sanctuary Mountain). They learned about efforts to re-introduce and breed endangered species by installing the world’s largest pest-proof fence.
Other activities included a fascinating guided tour through the world-renowned picturesque pastures of the Shire of Hobbiton, the iconic movie set featured in The Lord of the Rings and The Hobbit Trilogies, a magical tour through Rotorua’s redwood forest under the stars, featuring 34 lanterns by renowned designer David Trubridge, and an interactive geothermal walk, mud baths and sulphur spas at the Hell’s Gate Geothermal Reserve and Mud Spa.
The trade familiarisation trip also included a sightseeing and dolphin-watching sail through the Bay of Islands, an exciting zipline activity exploring the magnificent canopies and ancient forests of New Zealand, and an adventure-packed cycling journey along the breathtaking Twin Coast Cycle trail.
“Our trade partners are some of our most valuable advocates when it comes to driving in-market presence and preference for New Zealand. Destination knowledge is crucial to what they do, and we hope this experience in New Zealand has left them with a deeper appreciation and understanding that will be translated in how they position New Zealand to their customers in the market,” shared Gregg Wafelbakker, General Manager, Asia, Tourism New Zealand.
Aaron Gilden, Head of Sales, South & South East Asia, UK & Europe, Air New Zealand, echoed sentiments, adding, “We hope the experience will help our trade partners generate more meaningful conversations and interest around New Zealand. As the airline partner, this campaign opened opportunities for us to better engage with our partners and in turn, strengthen our show of what Air New Zealand has to offer.”
Tourism New Zealand is responsible for marketing New Zealand as an international and domestic visitor destination to enrich New Zealand by maximising visitors’ contribution across the four wellbeings of nature, society, culture and the economy. For more information about Tourism New Zealand, visit www.tourismnewzealand.com.
Overall, this unique global trade incentive campaign by Tourism New Zealand is a testament to their commitment to supporting tourism recovery in New Zealand and strengthening their partnerships with trade partners worldwide.
Written by: Supaporn Pholrach (Joom)
