Complete agenda for October 2009 Council Meeting (pdf, 1610KB)

Northland Regional Council - 21 October 2009 Page 79 Item 11International MarketingCurrently 27% of Northland visitor nights originate from International Visitors.As these visitors spend on average approximately 3 times per day ($200pp +)more than domestic visitors, their economic impact is significantly morevaluable . Given Northland only receives 1 in 5 of the International visitors toNew Zealand the opportunity to grow this market share especially fromAustralia is important .Australia accounts for 34% of visitor nights and United Kingdom currently 20%with the USA and Germany both 10% each.Inbound travel sellers based in New ZealandMaintain relationships with inbound tour operators and other inbound travelsellers based in New Zealand. This includes regular Northland productupdates.ActivitiesNorthland new product newsletterTimeframe: emailed three times per yearMeasure:• Newsletter written and emailed three times annually to trade database(approx 2200 contacts).• Annual Satisfaction survey of 75% or greater excellent ratingNorthland product updates for inbound travel sellers pre TRENZTimeframe: May 2010Measure:• Survey to establish level of Northland product uptakeNorthland Operator inbound training in AucklandTimeframe: September 2009Measure:• Increase participation of new Northland operators by 10% over 2008/2009levelInternational Travel Trade Famil visitsTimeframe: OngoingMeasure:• Increase brochure with variety product inclusions and regional spread intarget markets by having two extra non Bay of Islands operators• Number of visits