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

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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
Northland Regional Council - 21 October 2009 Page 80 Item 11Co-ordinate Northland operators’ attendance at TRENZ 2009Timeframe: June 2010Measure:• Increase Northland operator attendance by 10%• Industry contribution (Tai Tokerau Tourism) to Destination Northland standof $2,500International MediaActivitiesWork with Tourism NZ’s international media team in Auckland and in-marketto suggest story ideas, coordinate and book itineraries, meet and assist mediawhen in NorthlandTimeframe: ongoingMeasure: To achieve at least 12 million international viewers of Northland filmand TV exposureInternational ConsumersActivitiesWeb MarketingCommence a series of targeted E-Marketing campaignsTimeframe: Commence November 2009Measure:• Develop marketing plan by November• Set benchmark levelsAustraliaAustralia is New Zealand’s closest market and accounts for over 25% ofinternational visitors to Northland. The stars are aligned for this market with anairline price war taking place and strong promotions by Tourism NZ inAustralia. Because of the economic crisis, Australian consumers are hesitantto go on long haul holidays, so New Zealand is the perfect short breakdestination
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CLIMATECHANGELOCAL GOVERNMENTLEADER
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Complete agenda for October 2009 Council Meeting (pdf, 1610KB)

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