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Auckland tourism partnerships support tourism target

24 March 2014

Auckland tourism partnerships support national tourism target

Auckland Tourism, Events and Economic Development (ATEED) endorses the new national tourism framework released today, saying it aligns with Auckland’s approach to growing the visitor economy.

The 10-year Auckland Visitor Plan strongly reflects the framework ‘Tourism 2025 – Growing Value Together’ – which has a focus on growing value, rather than simply growing visitor numbers.

ATEED Chief Executive, Brett O’Riley, says Tourism 2025 is a solid platform to encourage alignment across the New Zealand industry.

“The framework is based around ‘growing value together’ and that is pivotal to our approach for marketing Auckland. Partnering with airlines, travel sellers, Tourism New Zealand and other regional tourism organisations is our consistent and proven way of working,” says Mr O’Riley.

A key example of this is ATEED’s strategic partnership with Flight Centre Australia, which has helped to stimulate a significant increase in arrivals from Auckland’s largest visitor market.

Now in its second year, the partnership aims to build on the success of year one, which generated more than 15,000 new Australian holidaymakers and pumped $12.9 million into the Auckland economy.

“This is just one example of the value of working together with partners for the long-term benefit of Auckland’s tourism industry and the New Zealand economy as a whole,” says Mr O’Riley.

Targeting for value is another key feature of the Auckland Visitor Plan that also underpins Tourism 2025.

For example, with the support of local tourism operators ATEED is positioning Auckland as a premium destination in China, Auckland’s second largest international market. ATEED is targeting specific groups of high-yield visitors to offer experiences such as golf, equine and marine coupled with luxury accommodation and quality food and wine to create a compelling reason for Chinese visitors to holiday in Auckland.

ATEED – on behalf of Auckland Council – works to grow the visitor economy in line with the targets in its 10-year Auckland Visitor Plan. The plan aims to double the contribution from the Auckland visitor economy,growing it from $3.33 billion in 2010 to $6 billion annually in 2021.

Tourism 2025 is a growth framework for New Zealand’s tourism industry. Its development has been led by the Tourism Industry Association (TIA) with support from key industry stakeholders including ATEED.

ATEED (Auckland Tourism, Events and Economic Development) is Auckland’s economic growth agency.

ENDS

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