Additional funding of NZ$20 million announced on
Monday by New Zealand Prime Minister and Minister of Tourism John
Key is expected to bring up to around 45,000 additional visitors
to New Zealand through increased marketing efforts, Tourism New
Zealand has said.
The additional money is the first significant
funding increase Tourism New Zealand has received since it was
established as the New Zealand Tourism Board in 1991. At that time
Tourism New Zealand received annual base line funding of NZ$55
million, which was increased to NZ$69 million in 2007.
additional investment for the tourism industry should bring an
additional NZ$125 million into the country over the next year as a
result of increased international visitation.
Zealand Chief Executive George Hickton said the additional
investment would be primarily directed toward three markets: the
US, China and UK/Europe and on further joint venture work in
The additional investment for UK/Europe will be
focused on growing and developing European markets.
Additional funding in China will go towards stimulating more
outbound travel to New Zealand from Shanghai’s large and growing
middle class, as well as developing the Beijing market. The
additional investment will give New Zealand an opportunity to
operate larger campaigns for longer in a market which shows
considerable opportunities to develop.
"Tourism New Zealand and Air New
Zealand have been working together on a plan for the US market for
some time and this additional funding means we will shortly be
able to announce further details of that project," Mr Hickton
the additional investment in marketing New Zealand will be put
into new campaign work almost immediately to help bolster the peak
summer season for the industry.
"The additional funding
will also allow Tourism New Zealand to continue marketing
year-round in Australia and to look for further joint venture
opportunities, particularly with Regional Tourism Organisation
partners," Mr Hickton said.
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