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New Zealand market update

For the latest international travel information, go to www.wa.gov.au

Tourism WA has been keeping WA  holiday experiences front of mind for New Zealand visitors when the time is right to welcome international visitors. This activity includes proactive PR, promoting WA  content and virtual trade training activity. Planning is underway with trade partners to launch the next phase of  campaigns so New Zealand visitors  can start to book their WA  holiday when  it is safe to do so. 

Campaign activity 

New Zealanders are ready and waiting to explore Western Australia when it is safe to do so. Exceptional results were achieved for Tourism WA's recent Adventure Awaits campaign, which ran from May to June 2021 throughout New Zealand, making it one of the strongest performing campaigns to-date. Consumer research indicated the campaign had very high awareness and over two thirds of people  surveyed said the campaign had increased their interest in visiting Western Australia. 

The research also showed interest in visiting WA as a holiday destination increased from 19 per cent  in March 2021 to 42 per cent  in June 2021.

 Tourism WA is currently planning the next phase of the successful Adventure Awaits campaign to be launched when the time is right.  

 New Zealanders will be directed to westernaustralia.com for holiday deals, itineraries, event and destination information. Visiting Friends and Relatives (VFR) travellers will be encouraged to stay longer and travel further, while High Value Travellers (HVT) will be inspired to travel to the State by highlighting the unique and awe-inspiring holiday experiences in Western Australia.

For more information on Adventure Awaits Western Australia, the  campaign video can be viewed here.

Partnership activity

The New Zealand travel industry has been severely impacted throughout the Covid-19 pandemic and is currently operating at around a third of the size. Tourism WA is keeping a close watch on upcoming changes in the traditional distribution channels and new players across digital channels.  We are adapting our partner strategy to work with the partners who provide the highest potential return on investment. We are flexible in our approach, and ensure partners are chosen to provide maximum selling opportunities for Western Australian tourism operators.  We also ensure continuous improvement by assessing the effectiveness of previous campaigns and using those learnings to improve future conversion campaign activity. 

 NZ wholesale and retail partners are currently creating a new range of holiday itineraries and packages to highlight new experiences, as well as those WA holiday experiences New Zealanders have been missing. The campaigns will include information about flexibility, accessibility and safety of travel to Western Australia.

PR activity

Tourism WA regularly distributes WA product updates and news to mainstream media and travel media in New Zealand. We are currently working alongside Tourism Australia on a content partnership opportunity that will include inspiring Western Australia holiday stories and videos across the Australia content platform.

Trade support activity

Tourism WA continues to work with Tourism Australia to encourage NZ agents and wholesalers to complete WA modules on the Aussie Specialist Program online training platform. Western Australia will be featured as the 'Hero State of the month' in October 2021 which will include a WA module incentive, dedicated Western Australia eDM and two webinar training sessions focusing on new hotels, tours and attractions and unique holiday experiences and destinations in WA. Another upcoming event that Tourism WA will take part in is Tourism Australia's inaugural 'Australia Global Summit' on  November 17 2021 for NZ-based Aussie Specialists. 

How can industry get involved? 

  1. Align your NZ marketing activity and messaging to support the Adventure Awaits Western Australia campaign.

  2. Connect with Tourism WA on social media. Share your great photos and videos by tagging #ThisIsWA so they can be promoted on Tourism WA’s social media channels. Images selected will be credited and tagged in any content used. Make sure you @ mention us and other relevant accounts like your Regional Tourism Organisation (insert their @handles).

  3. Gain more reach through Tourism WA’s social media channels. Follow us on:

    Twitter - @WestAustralia
    Instagram - @WesternAustralia
    Facebook – @ExtraordinaryWesternAustralia

  4. Join the conversation and share. If you see a post relevant to your product, make sure you comment, like and share. If you set up feeds to follow your local Regional Tourism Organisation, you can easily see if a post of ours is relevant to you so you can join in. Visit the Western Australia YouTube channel to watch videos from all around Western Australia, and make sure you subscribe to get notified each time we add new content. You can share these videos on your own social media channels and embed them in your website too.

More information

For more information on the New Zealand market, email NZ Market Manager, kate.wright@westernaustralia.com

For the latest market insights, including visitor profiles and statistics, visit International markets.


Last Reviewed: 2021-10-07