Video | Agriculture | Confidence | Economy | Energy | Employment | Finance | Media | Property | RBNZ | Science | SOEs | Tax | Technology | Telecoms | Tourism | Transport | Search


Funding for food and wine tourism ‘cluster’

Auckland Airport to receive funding for food and wine tourism ‘cluster’ project to drive Chinese tourism growth

The Ministry of Business Innovation and Employment (MBIE) announced today that Auckland Airport is to be a recipient of the Tourism Growth Partnership Fund for its retail and tourism ‘cluster’ project to accelerate high value tourism growth out of China.

The purpose of the Tourism Growth Partnership Fund is to lift New Zealand’s export performance by investing in projects that will help the tourism sector achieve greater commercial returns from high-value international visitors.

Jason Delamore, Auckland Airport’s general manager of marketing and communications, says the airport is delighted to receive a total of $1.11 million from the Tourism Growth Partnership Fund and adds that it will also invest up to $1.75 million into the project itself over three years.

“Our project is focused on building sustainable air connectivity by growing high value passenger numbers from China,” says Mr Delamore. “It will start in the Guangdong region of China as it is the country’s largest consumer market with one of the highest per capita disposable incomes. This, coupled with the direct flight access between Auckland and Guangdong, means there is an immediate and significant opportunity to increase the number of high-value visitors that come to New Zealand from China. As we learn about what techniques are most effective we can extend our reach into other regions of China.”

“The cluster project aims to capitalise on this opportunity by promoting to Guangdong residents the high-end holiday activities that New Zealand has to offer, with a focus on our premium position in food and wine production.”

“Research has indicated that local food and wine offerings are one of the most important triggers for Chinese travellers, however a clear perception gap exists for Chinese visitors around New Zealand’s ability to provide this. For example, only 47 per cent of Chinese travellers dined out during their time in New Zealand while another 40 per cent would have liked to, but didn’t.”

“Our cluster project will aim to bridge this gap and take advantage of the untapped potential that clearly exists in the food and wine experiences that New Zealand is providing for Chinese visitors. It will also have an emphasis on improving seasonal passenger flows which will benefit a wide variety of businesses throughout New Zealand, as well as helping to deliver on the Tourism Industry Association’s Tourism 2025 ambition to address seasonality.”

“One of the key actions that Auckland Airport will implement as part of the project is the development in Guangdong of a stronger in-market sales presence for New Zealand tourism offerings. This will include people on-the-ground in Guangdong to facilitate New Zealand travel options for high net worth individuals. It will also involve proactively building a database of interested Chinese travellers in order to provide a sustainable marketing opportunity for the New Zealand tourism industry.”

“As well as this, the project will have an emphasis on enabling a cluster approach by bringing together New Zealand tourism operators, travel sellers and New Zealand product retailers in Guangdong. This will be done through the development of a website that will promote, and provide the opportunity for people to buy, premium New Zealand products in China. All of these initiatives will have a focus on targeting high-value and independent Chinese travellers who provide the highest value opportunity for the New Zealand tourism industry and economy.”

“We are already experiencing very impressive growth from the Chinese market. Total Chinese visitor arrivals for the 12 months to March 2014 were up 14 per cent when compared to the same period the year before,” says Mr Delamore. “We believe our cluster project will continue to build on this growth and help us to reach toward our Ambition 2025 aspiration of over 890,000 Chinese visitor arrivals by 2025, as well as our goal to become the number one gateway and destination in Australasia for Chinese holiday arrivals.”

© Scoop Media

Business Headlines | Sci-Tech Headlines


Trade: NZ Trade Deficit Widens To A Record In September

Oct. 27 (BusinessDesk) - New Zealand's monthly trade deficit widened to a record in September as meat exports dropped to their lowest level in more than three years. More>>


Animal Welfare: Cruel Practices Condemned By DairyNZ Chief

DairyNZ chief executive Tim Mackle says cruel and illegal practices are not in any way condoned or accepted by the industry as part of dairy farming.

Tim says the video released today by Farmwatch shows some footage of transport companies and their workers, as well as some unacceptable behaviour by farmers of dragging calves. More>>


Postnatal Depression: 'The Thief That Steals Motherhood' - Alison McCulloch

Post-natal depression is a sly and cruel illness, described by one expert as ‘the thief that steals motherhood’, it creeps up on its victims, hiding behind the stress and exhaustion of being a new parent, catching many women unaware and unprepared. More>>


DIY: Kiwi Ingenuity And Masking Tape Saves Chick

Kiwi ingenuity and masking tape has saved a Kiwi chick after its egg was badly damaged endangering the chick's life. The egg was delivered to Kiwi Encounter at Rainbow Springs in Rotorua 14 days ago by a DOC worker with a large hole in its shell and against all odds has just successfully hatched. More>>


International Trade: Key To Lead Mission To India; ASEAN FTA Review Announced

Prime Minister John Key will lead a trade delegation to India next week, saying the pursuit of a free trade agreement with the protectionist giant is "the primary reason we're going" but playing down the likelihood of early progress. More>>



MYOB: Digital Signatures Go Live

From today, Inland Revenue will begin accepting “digital signatures”, saving businesses and their accountants a huge amount of administration time and further reducing the need for pen and paper in the workplace. More>>

Oil Searches: Norway's Statoil Quits Reinga Basin

Statoil, the Norwegian state-owned oil company, has given up oil and gas exploration in Northland's Reinga Basin, saying the probably of a find was 'too low'. More>>


Modern Living: Auckland Development Blowouts Reminiscent Of Run Up To GFC

The collapse of property developments in Auckland is "almost groundhog day" to the run-up of the global financial crisis in 2007/2008 as banks refuse to fund projects due to blowouts in construction and labour costs, says John Kensington, the author of KPMG's Financial Institutions Performance Survey. More>>


Get More From Scoop

Search Scoop  
Powered by Vodafone
NZ independent news