Gordon Campbell | Parliament TV | Parliament Today | Video | Questions Of the Day | Search


U.S. tourism mission an outstanding success

United States tourism mission an outstanding success

Americans on both coasts have never loved New Zealand more. Minister of Tourism Mark Burton, who has just returned from a six-day programme in the United States, said that New Zealand’s reputation as a hot destination was growing by the day.

After hosting a special New York City screening of Whale Rider, New Zealand’s latest multi award-winning film, Mark Burton travelled to Los Angeles to attend Kiwilink, Tourism New Zealand’s largest annual trade-training event. Kiwilink is designed to showcase New Zealand’s tourism products to members of the North American travel trade.

“The reception I was given on both coasts was phenomenal. New Zealand’s media profile in the US has never been higher, and just about everyone I met was eager to visit.

“New Zealanders are well aware of the publicity that the Lord of the Rings trilogy and the America’s Cup have generated. But coverage of New Zealand in the United States goes well beyond that. Over the past year, we have been featured on The Discovery Channel’s Royal Tour, The Amazing Race, National Geographic Today, The Food Network, The Today Show, and The CBS Early Show, as well as numerous magazine and newspaper articles or features.

“It would be impossible to overstate the impact of this coverage, especially from The Royal Tour. In fact, I’m told that every time it has screened, airline call centres get a surge in bookings to New Zealand. The travel trade representatives and media that took part in the Kiwilink event were already well aware of much of what we have on offer here. We didn’t have to sell them on the idea of promoting New Zealand tourism product—they were eager to learn as much as possible.”

Just prior to his trip, Mark Burton announced budget funding of $15 million over three years, aimed at increasing New Zealand’s market share in the United States through a US-specific version of Tourism New Zealand’s highly successful global 100% Pure campaign “It is vital that we take full advantage of the current marketing opportunities provided by our visibility in the United States,” said Mark Burton.

“Many Americans fit the profile of our ideal visitor. They travel regularly, actively participate in the natural environment, seek a wide range of authentic experiences, and are large consumers of Maori cultural product.

“Indeed, Qantas recently announced plans to boost its passenger capacity on flights from the United States to New Zealand by 40 percent—a positive sign that the North American market has exceptional potential.

“With the final Lord of the Rings film opening in December, and Whale Rider tipped to be a box office success in the States, we must continue to increase New Zealand’s profile and help develop a better understanding of New Zealand as a sophisticated, unique, year-round travel destination.”

© Scoop Media

Parliament Headlines | Politics Headlines | Regional Headlines

Gordon Campbell: On The New Pike River Agency (And The Air Strike Wing)

Much of the sympathy the public still feels for the families of the Pike River miners has been sustained by the sense that the previous government – let alone the mining company and the processes of receivership and litigation – has never dealt honestly, or fairly, with them.

Finally, yesterday’s announcement by the Ardern government that a new state agency will be set up to assess and plan the manned re-entry to the mine (on a set timetable) goes a long way to meeting the families’ remaining request: that they be enabled, if at all possible, to bury their loved ones. More>>


Not Going Swimmingly: Contractor Cut, New Dates For Christchurch Sports Centre

“As an incoming Minister, I have been conducting a thorough review of progress on the Anchor projects and to learn of a $75 million budget blowout on this project was very disappointing..." More>>


Tertiary: Allowances, Loan Living Costs To Get Boost

“From 1 January, student allowance base rates and the maximum amount students can borrow for living costs will rise by a net $50 a week,” says Education Minister Chris Hipkins... further adjusted from 1 April 2018 in line with any increase in the CPI. More>>


Foreign Affairs: Patrick Gower Interviews Jacinda Ardern

Prime Minister Jacinda Ardern says discussions have already begun on how to bring climate change refugees into New Zealand under a Pacific seasonal employment plan... More>>


Gordon Campbell: On The Centre Right’s Love Of ‘Nanny State’

You’d almost think it was 2005 again. That was a time when the rugged individualists of the centre-right were being beset by government regulations on the nature of light-bulbs, the size of shower heads, the junk food available at school tuck shops and other such essentials... More>>

Speaking Of Transport: Public Engagement On Wellington Scenarios

“Our work on possible solutions for Wellington’s transport future is ongoing, but has progressed to the stage where we’re ready to share our ideas with the public and seek their feedback to help guide our next steps...” More>>


Parental Leave: National's Time-Sharing Change Fails

National has proposed a change to the Parental Leave and Employment Protection Amendment Bill that would allow both parents to take paid parental leave at the same time, if that is what suits them best. More>>





Featured InfoPages

Opening the Election