60 Seconds With: Stephen England-Hall, chief executive, Tourism New Zealand
Q. Is the UK a crucial part of your growth strategy?
The UK is a crucial component of New Zealand’s visitor
make-up. UK visitors are high-value, partly driven by a long average stay, at
25 days. Around 75% of them travel beyond the main tourist areas, so they are
crucial for regional diversity. Our 32 Luxury Lodges of New Zealand are
experiencing double-digit growth from the UK, while increased airline capacity
is also bringing more first-class and business passengers.
Strengthening New Zealand’s image as a luxury destination
and developing strong partnerships with in-market luxury travel sellers is a
key focus of our UK strategy.
Q. How are you promoting new Zealand with the UK trade?
premium sector strategy is B2B-focused, working with UK operators to develop
luxury New Zealand product and generate demand from high-value clients. Our
luxury famil programme means more travel sellers than ever have first-hand
knowledge. Events such as Aspire’s Luxury Travel Forums also keep us front-of-mind.
Q. How are you training agents on New Zealand?
Our 100% PURE New Zealand Specialist programme is the best
way to learn about New Zealand. Our luxury hub has a wealth of information on
accommodation and more bespoke experiences. Our premium sector manager in
Europe, Kate Fenton, is the point of contact for agents requiring in-house
training or luxury product advice.