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Five journeys inspire Aussies to tour South Island

September 13, 2017 Headline News No Comments Email Email

Tourism New Zealand, along with Christchurch Airport and 14 regional tourism organisations kicked off a million-dollar campaign yesterday to get more Australians touring the South Island in autumn.

The focus will be on five touring routes, starting from Christchurch.

Australia is New Zealand’s largest inbound tourism market, accounting for almost half of all visitors. Nearly 600,000 Australian visitors holiday in New Zealand each year.

Tony Saunders, Tourism New Zealand’s general manager Australia says research shows Australians want to experience the South Island but they tend to think it’s just for adventure travellers.

“This campaign provides them with a selection of itineraries that include five well- known touring routes covering a variety of experiences and attractions,” Saunders said.

“We want to make it easy for them to imagine, plan and book a South Island holiday.”

Punakaiki Pancake Rocks, West Coast of South Island. Photo, Miles Holden

Starting all journeys in Christchurch is important to the success of the campaign.

“Regional dispersal is a key part of Tourism New Zealand’s strategy to drive visitors to non-gateway regions.  When travellers fly into Christchurch, they tour and tend to visit more than three other regions.

“Working with the RTOs and the airport means this is a true collaboration and we couldn’t do this work without their support,” Saunders said.

Christchurch Airport chief aeronautical and commercial Officer Justin Watson said the campaign reminded Australians how much fun and how easy it was to road-trip around the South Island.

“This campaign invites Australians to take advantage of the many flights into Christchurch and the fact that most of the South Island’s rental fleet is based at the airport. Within a few hours of leaving home, Australian visitors can be experiencing the many highlights and contrasts our place in the world offers.”

The trips being marketed through Tourism New Zealand’s digital and social channels cover the Top of the South, the Alpine Lakes and the TranzAlpine Explorer, a Southern Scenic route and a Nature and Heritage journey.

The South Island Journeys campaign targets independent professionals and first time arrivals and focuses on travel between March and May 2018.  Key trade partners are Flight Centre and Air New Zealand.

Edited by Peter Needham

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