NZTB To Thrust On

Anupama Anand - New Delhi

Kiwi-Link India Programme

The New Zealand Tourism Board (NZTB) has a new target for India. As per statistics, only 16,500 Indians travelled to New Zealand, yet India is perceived as an important source market. The reason could be attributed to India's growing outbound travel. Till March 2004, outbound from India to New Zealand grew by 30 per cent as compared to the same period last year. To continue the momentum of growth, NZTB is now thrusting on its KIWI-Link India programme for travel agents to make them more equipped to sell the destination.

Explains Kiran Nambiar, country manager, New Zealand Tourism Board, "It is imperative for us to keep travel agents updated as they serve as an important link between the consumers and destinations. The Kiwi-Link India programme would thus help in motivating travel agents in streamlining the distribution network. In fact, this programme could serve as the basis for industry professionals."

KIWI-Link India is one of the largest Kiwi trade-training programme, that will be conducted each year in various metros in March. New tourism products, services and destinations options are being introduced to make New Zealand a perfect destination. “Our latest promotions would revolve around self-drive visitors, honeymooners and interactive travellers. The Indian driving licence is applicable in New Zealand giving honeymooners and FITs the freedom to roam about on their own," added Nambiar.

The prime focus while promoting tourism to New Zealand, according to Nambiar, is to, "Reach out to mature and regular travelers, who are looking for new and unique experiences. This is also due to the fact that New Zealand cannot be associated with freebies and packages, so, we want our travellers to be experienced, intrepid and quality conscious."

To be on the cutting edge of marketing, Tourism New Zealand has adopted the strategy of wider adoption of distinctive branding through the use of the New Zealand Fern mark, a greater focus on cultural tourism, and a closer alignment between destination marketing and management. "By infusing the 100% pure global marketing campaign through all its activity, Tourism New Zealand has created a compelling message of what New Zealand has to offer and since its launch, tourism foreign exchange earnings and visitor numbers have reached all-time high," informed Nambiar.