Travel Professor – New Zealand Tourism Marketing

Travel Professor – New Zealand Tourism Marketing


This is Auckland, New Zealand. New Zealand
is located in South Pacific, but so much South that the climate here is temperate
rather than tropical, and it’s actually quite chilly and on the South Island now
is the ski season. The capital of New Zealand is Wellington, but Auckland is
its largest city. The population of Auckland is 1.7 million and the
population of New Zealand is 4.7 million. New Zealand is a popular visitor
destination with 3.5 million visitors coming to New Zealand in 2016. Visitors
to New Zealand are attracted by its natural environment, which provides great
opportunities for hiking including hiking in areas close to major cities
like Auckland, and this track around Rangitoto Island is one such example.
Visitors are attracted by its unique wildlife, such as flightless nocturnal
birds called Kiwis, Maori culture and also contemporary New Zealand lifestyle
and society. Marketing is important in tourism and New Zealand has done
exceptionally well with it. Established in 1901, department of tourism and
health resource was the first national tourism department in the world. It was
involved in development of tourism and promotion of it internationally. Now most
countries have similar national offices or departments established around the
world with similar functions. Since 1999 New Zeeland has been marketing itself
continuously through 100% Pure New Zealand campaign and has developed
products for a variety of markets, and it has established good distribution
channels, strengthened its message through Air New Zealand airline. It also
got involved in online marketing and used film-induced tourism to promote
itself. Marketing is important in tourism and New Zealand provides one of the best
case studies for it.

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