New Zealand tourism is in international limelight. The interplay of many calibrated strategies have reinforced its brand appeal, and in 2015, it is basking in the glory of having surpassed all past records in terms of huge tourist arrivals. Tourism continues to be an integral part of New Zealand's economy, with a contribution of NZ$8.3 billion or 4 percent to the national income or country's GDP, according to latest stats from the government. In New Zealand, the tourism industry supports 94,100 full-time equivalent jobs, which is about 4.7 percent of the country's total workforce.

According to Prime Minister John Key, New Zealand's tourism strategy is to attract the "right type of tourist" who will stay a while and spend good money. Mr Key has made clear that in the perspective of New Zealand tourism "bums on seats" model has no big place. Undoubtedly, "The Hobbit" film trilogy has roused the international curioisty on New Zealand and people are coming in droves.

Surge In 2015

The unprecedented surge in New Zealand's tourism in 2015 until the end of February has been attested by Tourism New Zealand chief executive Kevin Bowler, who explains the record-breaking spurt in tourist arrivals as a combination of two factors--Chinese New Year and ICC Cricket World Cup 2015. Bowler pointed to the strengthening of micro parameters including the lengthening of New Zealand guest nights that rose for five consecutive months till the end of November 2014. Data from Statistics NZ shows that in November 2014 compared to the previous year, Northland was the biggest gainer as a favourite destination where tourists spent more time, with a 15 percent increase in overnight stays, even as Auckland retained its allure with a 4.1 percent jump in guest nights.

Global Destination

The international outlook on New Zealand tourism is shared by Paul Carberry, who is a New Zealand expert, associated with U.K.-based New Zealand In Depth. He noted that New Zealand has been a favourite long haul destination for Brits and its pull is manifested in the overall 5 percent increase in international arrivals showing up since 2014.

Among the international tourists flocking to New Zealand, Chinese tourists are topping the charts. The numbers from China showed a 100 percent hike from 27,500 to 56,000, while the arrivals from America jumped from 5,000 to 36,700. Arrivals from Taiwan also doubled, backed by flights from Taipei to Christchurch via Sydney. Bowler said the growth is remarkable as a real-time spurt in high-value holiday visitors, whose arrivals for February, were up by 24.2 percent.

The influx of tourists is also the result of an overdrive in marketing that focused on Cricket World Cup in all key markets. Tourism New Zealand made brilliant use of the Cricket World Cup event and targeted all its key markets of Australia, India and the U.K. Bowler is satisfied that the results are matching the hard work. The positive growth posted in all leading markets is now scalable.

The organisation has seen a jump in tourist arrivals from key markets such as Australia (1.6 percent), the U.K. (1.8 percent) and India (36 percent). Other important markets of holidayers also showed a big spurt for the year ending February 2015, including Asian markets Singapore (9.2 percent), Japan (11.6 percent) and Korea (12.2 percent). The emerging markets, too, were exemplary in sending more tourists, with substantial year-on-year growth for Brazil (12.4 percent) and Indonesia (13.3 percent).

Product Mix

New Zealand tourism is also significant for its product mix and strategies to focus on all sub-segments of the targeted audience of tourists. For example, in luring youth travelers, a full-throttled campaign was launched. It tickled the youthful urges of travellers to go wild in New Zealand and unleash their energy by taking a casual skydive, snowboard, mountain bike, bungee and jet boat ride, all in a single day.

The "Five More From Here” campaign has hit the right spot of all young, adrenaline-fuelled travellers. The campaign was created by TBWA Sydney and was shot by Heckler. "Only in a country like ours, where there are so many things to do in such close proximity, could you experience all five of these extreme sports in one day," says Andrew Fraser, Tourism New Zealand's director of marketing.

The campaign, focused on major youth markets of Australia, the USA, the U.K., Germany, Brazil and Japan, gave good results. This was supplemented by New Zealand's marketing approach with its thrust on digital channels and extended partnerships with social media. The youth segment now contributes 22 percent of total arrivals in New Zealand. The group, under the age bracket of 18-29, is special for its potential to stay more, compared to other visitors, and readiness to get involved in a wider range of activities. They also spend more and add more value to the economy.

On Target

Tourism Industry Association New Zealand is also upbeat that international visitor spending has jumped 7.4 percent in 2014 and the number of international visitors rose 5 percent. TIA chief executive Chris Roberts is delighted that his members are experiencing "an outstanding" season. The association believes the industry is on the way to achieve the targeted tourism revenue of NZ$ 41 billion by 2025. The influx of high-spending travellers shows that New Zealand's tourism industry is on track to achieve the goal of doubling tourism revenue, he added. Roberts referred to the latest statistics and pointed to the 14 percent spurt in international tourist arrivals in February 2015, at 343,500, which is "exciting," compared to the same period in 2014.

Amazing Potential

Roberts told International Business Times exclusively that Tourism 2025 envisages the rapidly growing middle class in the Asia-Pacific region as a huge opportunity for New Zealand. Markets like China and India are showing strong growth, while Indonesia and South America are growing markets, he noted. The TIA also launched a Tourism 2025 growth framework in 2014 to meet the industry's aspirational goal to double New Zealand's total tourism revenue by 2025. Roberts said his organisation is making all out efforts to influence and propose policies in the government and regulatory settings to support that goal and identify barriers within the industry.

The TIA's strategic plan for the next three years will include projects to address workforce and infrastructure issues in order to ensure that New Zealand meets the demands of the growing visitor market. The association has recently released its "State of the Tourism Industry 2014" report. The TIA is bullish that the tourism industry is on track and is getting aligned with the goals of Tourism 2025 with its focus on volume as well as value.

For feedback or comments, contact the writer at kalyanaussie@gmail.com.

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